The fission War between Luckin Coffee and Lian Coffee: who is the King of the New Retail Coffee?

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Two years ago, when people talked about drinking coffee, most of them were Starbucks and Costa, or Nestle, Maxwell and so on, but they probably didn't think that the wind would come so fast.

I have a friend who likes coffee very much. I often buy coffee with her after work, so I gradually like coffee. Even though I stopped ordering coffee for personal reasons, I still liked buying other drinks from coffee sellers, such as ordering a cup of citrus passion fruit at noon.

Which one did you buy? It is this year's limelight full of "small blue cup"_lucky coffee.

As a "small blue cup" that is accused of being a standard Starbucks, there have always been a lot of criticisms and praises, among which more praise is the flow pool thinking used in its growth process.

Flow pool thinking is precisely "small blue cup" co-founder Yang Fei teacher's book "flow pool" proposed.

Traditional coffee brands such as Starbucks began to panic in the face of the "small blue cup" of flow pool thinking bonus. But besides lucky coffee, there is even coffee.

Even coffee is also a local coffee brand that has caught fire this year, and its growth momentum comes from social fission, such as the pocket coffee shop, which is the masterpiece of even coffee.

One is the "spokesperson" of the flow pool thinking, and the other is the leader of social fission. What sparks will they touch? Is it going to be a shocking "battle"?

I. Ruixing Coffee's "Flow Pool Thinking"

The growth and popularity of Ruixing coffee is not accidental, but inevitable, because the Chinese coffee market has long been dominated by foreign brands such as Starbucks, which advocate the "third space" and position coffee as a social commodity.

This is actually a very advanced marketing thinking, but Internet thinking may be higher, such as traffic pool thinking.

As for what the flow pool thinking is, this article will not repeat it, but can be seen through a series of guest acquisition methods of Ruixing Coffee.

There are three main ways to get customers: fine investment, IP borrowing and fission marketing.

The first is to launch, offline focus advertising, for example, in the elevator of each office building can see Ruixing coffee poster with Tang Wei, online is WeChat LBS accurate fixed vote, for example, brush friends circle will see Ruixing coffee advertising.

The second is to take advantage of the momentum, using the unique deer head image and blue tone, taking advantage of the World Cup, various film and television IP, various stars, various well-known companies, even competitors, on the Internet screen again and again, triggering the trend.

Finally, fission, which is the core of "flow pool thinking", because there is a very important sentence in "flow pool thinking": all products can be split, all ideas can be shared.

In fact, the price of coffee in China is actually quite high, not a real mass consumer goods, and Ruixing coffee is to see this point, with low prices and subsidies to attract consumption, promote fission.

The following is a brief inventory of Ruixing coffee fission methods and promotion techniques:

1. First order free: download the luckin coffee App and get a free drink.

2. Free TA coffee: Friends download the App through sharing links and each gets a complimentary drink.

3. 50% off every week: pay attention to official WeChat, and give 50% off coupons every week with IP implantation.

4. Light food storm: 50% off enjoy all light food.

5. Coffee Wallet: Buy drink coupons, charge two get one free, charge five get five free, double 11 period charge one get two free, limit charge five.

6. Coupon: Buy any product and get one of the 20 coupons. The discount depends on your luck. The rest can be shared by friends.

Among these marketing measures, TA coffee and coupon delivery are the main ways of fission.

Send TA coffee to use free as an attraction point, entice users to actively share with friends, and friends only need to download the app, the threshold is very low, this not only increases the number of users, but also allows users to get benefits.

In contrast, the effect of ordering coupons is better. First, you need to share and get random discount coupons through gamification (slot machine, test hand). Although there is a higher threshold, it is interesting to some extent. Secondly, it is limited to 20 people, which is very suitable for sharing in WeChat group scenes and improving fission level.

It can be said that the way of ordering coupons can not only increase the frequency of sharing and the number of customers, but also further stimulate consumption and enhance retention.

However, if you look closely at Ruixing Coffee's App, you can find that there are a little more entrances to TA coffee, and the coupon will only be displayed after ordering, which shows that Ruixing Coffee wants to achieve user growth through mature social relationships, and the social attributes of TA coffee and coffee are just in line with them.

Of course, compared with fission, letting users consume is the fundamental purpose, because only let users continue to place orders can produce actual growth, and weekly 50% off, light food storm, coffee wallet is the main means of monetization.

In order to further stimulate user consumption, Ruixing Coffee and Pudong Development Bank launched joint credit cards, new users can enjoy up to 150 cups of rights throughout the year, and launched card-related preferential measures.

It can be seen that under the premise of ensuring fission, further increasing user consumption is its latest strategy, which is exactly in line with another classic sentence of "flow pool thinking": find increment with stock and high frequency with high frequency band.

After all, if you don't have a lot of retained users, and if users don't keep spending on you, all fission means are meaningless.

Second, even coffee "social genes"

Compared with "new retail" representing Ruixing coffee, even coffee's popularity is obviously not so high, but it does not mean that its fission technique is not clever. On the contrary, even coffee has more "social genes" than Ruixing coffee.

Why does coffee have a social gene? Mainly because of its planned screen-brushing activity-pocket cafe.

It is said that on the first day of Pocket Cafe's launch, the click was as high as 4.2 million, and 520,000 cafes were opened accumulatively, 10% of which realized real sales, and some users even sold 200 cups of coffee a day. It can be seen that this is an activity with amazing fission and conversion effects.

Therefore, we briefly analyze the fission characteristics of the Pocket Cafe, mainly as follows:

1. Low operating cost: Based on Mini programs, you can open a shop with one click at the entrance of "Cafe."

2. Creative and personalized: online stores satisfy users 'curiosity, while decorated stores meet personalized needs.

3. Active sharing: Personal carefully decorated shops are easy to satisfy users 'show off psychology, and it is easier to encourage users to share and spread.

4. Gamification: There are sharing, praise collection, sign-in and other tasks based on receiving golden beans, as well as exchange mechanisms such as opening treasure boxes and golden bean shopping malls, which greatly increase entertainment and make it easier to activate users.

5. Socialization: various rankings based on online celebrity index, as well as today's recommendations, nearby pavilions, etc., so that users can contact other people to meet social needs.

6. Distribution incentives: Coffee can be sold in cafes, and each cup sold can receive an accumulated fund reward, which can be spent in friend cafes. This distribution mechanism further promotes users to share enthusiasm.

7. Star entry: At the beginning of the pocket cafe activity, many stars opened stores on it (such as Wang Ju), which attracted a large number of users to participate and accumulated very high potential energy.

It can be seen that Pocket Cafe is a typical social fission feature, in which gamification, personalization and social settings are the main driving forces for users to actively share and continuously spread, while distribution incentives stimulate users 'invitation and sales desire at the same time.

The pocket cafe initiated by even coffee hits the social pain point of the user "opening the cafe" very well. This insight into the user is the root cause of even coffee's "social gene".

Of course, even coffee in addition to pocket cafes, there are other fission and promotion methods, such as inviting people to open red envelopes, coffee libraries, groups, grab blessing bags, time-limited welfare agencies and so on.

In fact, these are more conventional means, compared with Ruixing coffee is not much different, the essence is still subsidies, but to users is obvious effect, after all, before the pocket coffee shop appeared, these are the most important growth mode.

Of course, the emergence of pocket cafes has allowed even coffee to find better ways to get customers, which has also made the coffee industry more competitive.

summary

By analyzing the growth logic of Ruixing Coffee and Liancoffee respectively, the following two points can be summarized:

1. Ruixing Coffee has developed App and Mini programs, but mainly rely on the former to provide services, while the acquisition of customers is a trinity of fine launch, IP borrowing and fission marketing, among which fission takes subsidies as bait, giving one as the main means, and strives to improve the frequency of user consumption under the guidance of flow pool thinking, looking for increment with stock.

2. Even coffee is all in Mini programs, with the social fission of pocket cafes as the main means of growth, paying more attention to the social needs of users, with strong social genes, but also using other ways of getting customers with subsidies as the main means.

On the whole, Ruixing Coffee and Lian Coffee are excellent coffee brands in China, which pose a great threat to foreign coffee brands, especially Ruixing Coffee, which has become the second largest coffee brand in China after Starbucks in the number of stores.

The growth logic of Ruixing Coffee and Liancoffee should be studied and studied, because behind this is a more systematic marketing thinking and operation system. If it can be learned, it will be the most valuable thing.

After all, in today's rising traffic costs, only more systematic and advanced customer acquisition thinking is the only weapon to break the growth curse.

END