Even Coffee newly launched "Pocket Cafe" all in WeChat Mini Programs wants to take the path of differentiation.

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Recently, Lian Coffee launched a new Mini Program-Pocket Cafe.

The Mini Program allows users to open their own coffee shop, choose online coffee products, sell a cup of drink, and get a reward of 0.1 cup of growing coffee. In addition, the cafe also has the "Internet Celebrity Index", which can increase the Internet Celebrity Index and unlock more decorative props when friends visit and sell goods.

This Mini Program looks like a simulated Mini Program game, but the game is played by social distribution.

Even coffee is well versed in social marketing. Previously, even coffee has been played by blessing bags (fission) and group buying, both of which have strong customer access functions. after online group buying, even coffee sales have rushed to more than 100000 cups a day. In addition, even coffee also strengthens users' repurchase through the integral function of growing coffee. This time, the new Mini Program cuts into the distribution game, basically putting together the games on Wechat.

VIPSHOP, who wants to transform social e-commerce, has also made a cloud product warehouse for Wechat's primary distribution, where users can open a shop in Mini Program, launch VIPSHOP products and get a rebate through sales. From the publicity of the cloud warehouse, users should charge an annual fee to open a store in the future, which is basically similar to the model of gathering and global catchers.

In contrast, even the shell of the simulated operating game of Coffee Mini Program is more interesting, and there is no threshold for opening a shop, and the rebate of sales in the form of "points" weakens the "utilitarianism" of opening a shop. In addition, there is a star cafe in Mini Program, which has checked in stars such as Li Xia. You can also check the libraries you have visited and find nearby ones to enhance the stickiness of users.

This is a well-designed Mini Program, gaming and social, and coffee is a high-frequency, low-order product, consumers may "play and buy".

Earlier, Jian Shi Technology interviewed Zhang Hongji, marketing director of Lian Coffee, who said that Pocket Cafe is "designed from one to many", while Lian Coffee is already all in on Mini Program.

On this Mini Program, users can set what to sell and the content of the blessing bag. If the people around me share a cup, I will definitely order it, very close to interpersonal relationships to extend the service demand, but the appearance is different, the feeling is different, and the value is not the same. The convenience of Mini Program and the characteristics closest to interpersonal relationships are reflected in this matter, can it be done?

Since its inception, even Coffee has chosen a very light road. Without App, all functions, transactions and marketing are based on the official account of Coffee Wechat. Now Lian Coffee has to "redesign a Lian Coffee" on Mini Program.

But even Coffee all in Mini Program may have no choice but to do so.

Luckin Coffee is usually compared with Lian Coffee, but the difference between the two is that Luckin Coffee is "not short of money". He started to spend money on online and offline omni-channel layout at the beginning of his founding, and announced today to enter the light food market. And from now until the end of the year, all light food stores across the country have a 50% discount.

Luckin Coffee has completed the layout of 809 stores since its operation, and plans to build 2000 stores across the country by the end of the year, with high-density coverage in core cities. Rui Xing has been "burning money" and is ready to continue to "burn money".

On the other hand, even coffee and Luckin Coffee seize the market through delivery, while traditional coffee brands such as costa, Pacific Coffee and Starbucks are stationed on the takeout platform. It can be predicted that when delivery becomes the norm of coffee, it is time to compete with traffic and products.

So stores are necessary, not only to get customers through offline channels, but also because of the quality of coffee, the display of production, and the atmosphere brought by the brand, consumers need cognitive experience.

Compared with Ruixing, compared with traditional coffee, what we do is the "front warehouse" distribution model, using coffee sites to assume the role of warehouse and kitchen, and even coffee is lagging behind in terms of the number of stores. At present, Lian Coffee has opened more than 200 offline stores in North, Shanghai, Guangzhou and Shenzhen, and this year's plan is 500.

To put it bluntly, Luckin Coffee is determined to burn to a large scale. it is unwise for coffee to go the same way again, and he may not have the financial resources. However, the advantage of Lian Coffee is that it is based on Wechat from the very beginning, and the light asset strategy brings more possibilities to the development of Lian Coffee.

Some media said that Lian Coffee is the pinduoduo of the coffee industry. This time, Lian Coffee once again used Mini Program to dig Wechat dividends. Based on Wechat platform, Lian Coffee may be able to find a path of differential development.

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