520000 "coffee franchises" open in one day! How did "pinduoduo" in the coffee industry come into being?

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

one

Achieve 520000 "coffee stores" in one day, shocking the industry

It is said that people who love coffee have their own coffee shop dream!

But the dream is very full, the reality is very bony! If you want to open a coffee shop, you have to consider many factors: store cost, labor cost, fixed asset cost.

If all kinds of costs add up, if you don't have a 50 or 1 million in your pocket, then listen to your advice: just sit at your computer desk and, like you, daydreaming is enough.

However, just last month, the shackles of this daydream were broken, helping many coffee lovers realize their dream of a "cafe".

The cracker behind this is the well-known Lian coffee brand.

On August 1, 2018, Lian Coffee officially launched a Mini Program called Pocket Cafe on Wechat. If you look at the attributes of Mini Program alone, there is really no attraction.

However, thanks to the careful design of Lian Coffee, this Mini Program has become very different.

First of all, cafes only exist in the Internet world, unlike Ant Financial Services Group, if you plant a tree online, I will plant one in the real desert.

Second, the cafe style can be decorated according to your own preferences.

Thirdly, according to their own understanding of coffee and the judgment of the people in the surrounding market, there are corresponding coffee products with different tastes.

In this way, a unique cafe in the world has emerged and can be opened for business.

According to industry insiders, Pocket Cafe received more than 4.2 million online page views on that day, with a cumulative total of more than 520000 cafes.

One of the "curator" users sold more than 200 cups that day. Don't underestimate these hundreds of cups, but they exceed the daily sales of many small offline cafes.

This way of "expanding stores" not only shocked the industry and was predicted to become the next new retail tuyere, but also such a model exists, realizing the vision of "there is no difficult cafe in the world"!

two

Put aside the traditional way and get out of the unique style.

Relevant data show that the Chinese coffee market is growing at a rapid rate of 20% every year, which is much higher than the global growth rate of 2%. It is expected to reach the trillion-level market by 2025.

With the growing number of middle-class consumers, the demand for coffee consumption has gradually shifted from the price to the experience service. Consumers began to pay attention to quality, efficiency and experience.

From the side, it reflects the transition of consumption from "need" to "want". What consumers want will often dominate the direction of market development.

In the past, Starbucks focused on the consumption scene of "people around cafes". Now, Lian Coffee has sought a new scene change, instead of "letting coffee surround people."

In response to this, what kind of break did Lian Coffee make?

Break the spatial pattern and change the service behavior!

Among the three major coffee camps of Starbucks, Luckin Coffee and Lian Coffee, the offline stores of even Coffee are the most simplified.

Starbucks is purely a fixed consumption scene, although the Luckin Coffee store is small, at least there is a reception place, and even coffee is only responsible for production, distribution, scene consumption, reception are not.

The focus of such functions is that offline production can be mass-produced on a large scale, and the production efficiency will be greatly improved. At present, there is no problem with the average daily delivery of more than 100000 cups, and it can cope with approaching 400000 cups at the peak.

Increase the density and narrow the distance!

In addition, the attribute of the store determines the size of the store. In terms of spatial management, Lian Coffee pursues a minority, and its geographical location does not require it to be a prime location, as long as it can rapidly increase the breadth and density of coverage.

This form can shorten the distance between itself and consumers, infinitely close to users, and ensure that it is delivered to consumers on time, and the coffee taste is intact.

three

Not to the point of coffee, leading the beverage online.

In April 2018, Lian Coffee launched a "Mini Program" trip and launched a new attempt of "coffee group purchase".

At present, the momentum of the group purchase model is hot. In this familiar atmosphere, even coffee is based on "coffee" and praises this way of playing, which is naturally welcomed by many consumers.

It is reported that 100000 people successfully made group purchases in just three hours, and Mini Program also diverted nearly 200000 consumers' attention to Lian Coffee.

In addition to group shopping, there is the "Pocket Cafe" game that Yunhe just mentioned earlier. Lien Coffee CMO Zhang Hongji mentioned: our serious secret is Lian Coffee's use of gamification thinking.

"Pocket Cafe" belongs to the type of participating games, with a lot of gamification settings. Let the game have more three-dimensional feeling, can attract users to participate immediately.

A sense of participation and authenticity blend to deepen users' sense of experience and achievement of even coffee. It will inspire users to share on their own dating channels, thus increasing the exposure of even coffee brands.

Around these games, consumers will consume 2.8 cups of coffee last week, which is much higher than the per capita consumption level in mainland China.

Even the founder of Coffee revealed that in the future, based on Mini Program, will continue to play a variety of new ways to drive consumers to place orders.

It will not only increase coffee sales, but also make a comprehensive breakthrough in the beverage category.

Be good at socializing, All in Mini Program, in which we constantly try and optimize more games, form our own unique new social e-commerce thinking, create our own coffee brand ecology, and form a sales closed loop.

For this reason, it is not too much to regard it as "pinduoduo in the coffee industry"!

END