Starbucks doesn't have Internet genes! Follow the example of Rui Xing's "coffee delivered by newly registered users". The result is tragic.

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Beijing, December 19 (Reporter Wang Wanying) newly registered users can get a cup of coffee, buy one get one free, buy five get five free, which is a sharp weapon for the "small Blue Cup" in 2018 to attract users and rapidly grow into the second largest coffee brand in China. Yesterday, Starbucks also wanted to take a ride for Christmas and copy the idea, but many users who tried to "fetch wool" found that the official APP could not log in. Starbucks' operation was then suddenly stopped by the authorities, all of which were offline, and the store-wide gift event was urgently suspended.

Here's what happened. According to an article launched on the Wechat official account of Starbucks, from December 17 to 24, designated Starbucks stores in Shenzhen, Guangzhou, Dongguan and Foshan that open Starbucks online food delivery service, within the scope of these stores, users can get a Christmas special drink e-coffee drink voucher as long as they complete the order through the Starbucks China APP special star delivery service.

This is Luckin Coffee's first marketing idea of "free for newly registered users, buy one get one free". Although the creativity of Starbucks' Christmas event is not new, for many Starbucks fans, "buy one get one free" is still very affordable. Starbucks has not been so "generous" since it entered the Chinese market. So everyone hurriedly called friends to come to "fetch wool". If you don't want to use the coffee coupon, you can still sell it on a certain treasure platform. Unexpectedly, this wave of Starbucks operations went wrong quickly, with feedback from users that Starbucks Starbucks Club could not be accessed at all (it should not be, after all, this is a multinational company with a market capitalization of 80 billion US dollars), and then users found that Starbucks officials quickly stopped the event, official propaganda was offline, and all-store giveaway activities were stopped. This caused the dissatisfaction of some netizens: "Don't do porcelain work without diamond."

In September, Starbucks decided to launch a delivery service through ele.me. Luckin Coffee said in an interview with the media at that time that even if the traditional coffee consumption format has increased takeout and mobile payment, the fundamental business model has not changed. Luckin Coffee opened a takeout service from the first day of business, and optimized the coffee cost organization model through the Internet, big data and other most advanced technologies. As soon as Starbucks' Christmas event was launched, it was called an emergency stop. no wonder Luckin Coffee said it had "no Internet genes."

In the last month of 2018, the domestic coffee market is still in the process of deep adjustment. Luckin Coffee recently raised the threshold for coffee delivery fee-free in Beijing and Shanghai, raising the unit price of noodles from 35 yuan to 55 yuan. Luckin Coffee explained that this is because Luckin Coffee's store layout in the urban core area of Beijing and Shanghai has been basically improved. Even coffee, as a coffee brand focused on takeout, is vigorously developing offline outlets, threatening to increase the number of "coffee workshops" from 100 to 500 this year. McCoffee, as a McDonald's coffee brand, has become independent and recently launched a takeout service in Shanghai. After Coca-Cola acquired COSTA, it also put the Chinese market as a focus, but the countermeasures are not yet clear.

Some netizens said that Starbucks has been developing in China for nearly 20 years. Starbucks has gained countless users as a white-collar business coffee in the beginning, and the environment in the cafe is also suitable as a place for business talks and making friends. but now the domestic mobile Internet is developing rapidly, people prefer to make friends through Wechat, Weibo, Momo and other platforms, and the social function originally undertaken by the cafe has been transferred to online. And Starbucks stores are now mostly noisy, not suitable for social places, so young people are gradually moving away from Starbucks. Only by thoroughly changing the inherent "third space" mode of thinking, adapting to the domestic mobile Internet environment, and making the price of coffee more friendly and affordable, can Starbucks regain users' love for the 40-something brand.

The battle for a cup of coffee is believed to be even more intense in 2019.

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