Luckin Coffee luckin coffee and even Coffee coffee box both set their sights on the popular "extended Jubilee attack."

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Recently, the palace fight drama "extended Jubilee Strategy" has really become a hit, but have you ever seen the palace fight in the Internet coffee industry? Luckin Coffee and Lian Coffee's official website have both focused on the "extended Jubilee Strategy" for 20 years, which is clearly a wave of star halo marketing competition!

The Pocket Star Pavilion of even Coffee has invited some flow stars to stay, such as she Shiman, Qin Lan, Li Shu, etc., and she Shiman and Qin Lan are still starring in the popular "Yanxi Strategy", seizing the hot news at present. combined with the flow of fans brought by the stars, fans interact with the stars by giving likes and buying coffee.

The Yanxi Strategy advertises even Coffee or Luckin Coffee, who specializes in opening a coffee shop in Lian Coffee.

Ah Ying, will you buy even coffee or Luckin Coffee? )

Just comparing the marketing war between Luckin Coffee and Lian Coffee is already very interesting.

We don't talk about supply chain and distribution, and we don't talk about taste, because it's too subjective, and there's not much difference between coffee at this price. Today directly into Luckin Coffee vs even coffee brand marketing theme.

Luckin coffee Luckin Coffee

It can be said that Ruixing's marketing does not follow the principle of playing cards, and luckin coffee has been wearing a halo all his life.

Since November 2017, Ruixing has hit the 1 billion education market and made its debut against the standard star Buck. Since his founding, Luckin Coffee has clearly targeted Starbucks as his first goal. There are nearly 600 articles on "Starbucks + Luckin Coffee", all of which are "alerting Starbucks", "pointing at Starbucks", "challenging Starbucks" and "killing Starbucks".

Starting in Beijing and Shanghai, building advertisements, elevator advertisements, whether it's office elevators or Wechat moments, you can see its spokesmen-- National Goddess Tang Wei and National male Goddess Zhang Zhen. Luckin seems to put in a lot of advertisements, covering the life circle, and many of them are not in the distribution area. This is the most efficient traditional media form to do a brand, compulsive and watch it over and over again.

In May 2018, Ruixing issued an open letter to Starbucks, "touching porcelain PR". All of Ruixing's actions are so that the media can discuss and report it with Starbucks openly.

In August, Tang Wei and Zhang Zhen co-produced another advertisement. This is luckin coffee's latest brand promotion film, called "I have my own reason", which harmonizes the spokesperson and luckin coffee from three aspects of vision, copywriting and brand, making the star effect a step further.

Coffee box (with coffee)

In April 2018, the first Douyin advertisement of papi sauce was contracted to launch the first alcoholic drink-mojito.

In May 2018, the second alcoholic drink, long Island Iced Tea, was launched in conjunction with Li's birthday.

In July 2018, the idol drama "Sweet strike" starring Lu Han and Guan Xiaotong was deeply implanted.

Pocket Coffee was launched in August 2018, and it is said that 520000 people have opened their own cafes online, including Li Xia's "not worth it", Sheshman's "Dexian Cafe" and Qin Lan's "White Moonlight Cafe".

Even coffee makes good use of investors' resources, and has been blessed by stars along the way.

Qin Lan

| | conclusion |

Lucky has always had a lot of doubts in the industry. If you look at it from the perspective of selling coffee, you don't know when it will be profitable, but if it is used as a platform to sell traffic, it seems to be better understood.

To put it simply, Rui Xing does not sell coffee, but sells traffic.

And Lian Coffee's series of actions, personally feel more like an e-commerce (pinduoduo kind), relying on traditional goods + sharing panic buying, substituting more emotional factors, social elements, through the relationship chain between people to get more traffic, and drive a larger transaction volume, more emphasis on the virtual online model.

To put it simply, even coffee does not sell coffee, but sells traffic.

From Coffee Box to luckin coffee, two major Internet coffee brands have become popular rapidly, using Internet thinking and O2O to cut in from takeout, becoming a new trend in office coffee. China's coffee market is very large, as long as it can be diversified, its existence is reasonable, and it will always find the corresponding customer base, which can bring more opportunities.

Luckin Coffee and even Coffee have set their sights on the popular "Jubilee Strategy"

The marketing of the coffee industry can be called a palace fight drama.

Even Jack Ma's father wants to try even coffee and milk!

What kind of plot is this?