Luckin Coffee cmo Yang Fei explains how the "Little Blue Cup" became popular and quickly captured the public's view.

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In the past year, like spring thunder, the "Little Blue Cup" luckin coffee quickly captured the field of vision of white-collar workers in first-and second-tier cities with a lightning raid. In the office elevator, you can see its spokesmen, the national goddess Tang Wei and the national male god Zhang Zhen, to buy you coffee; search the neighborhood with APP to find several stores; and you can also see colleagues holding small blue cups in the office.

It can be said that the Little Blue Cup has been deeply rooted in the cognition of white-collar workers, so how does it make people quickly recognize and remember it? Luckin coffee CMO Yang Fei shared the methodology of Little Blue Cup from three aspects: positioning, symbol and strategy.

Up-dimensional positioning: make a new category of coffee

Upgrade positioning is not to differentiate and entangle with competitors under the same concept, but to directly upgrade to a higher dimension to create a new blue ocean category market.

Yang Fei said that luckin chose to upgrade its positioning because what luckin does is a new retail and Internet coffee, which is a new category. If the traditional coffee is sold in a cafe, selling an offline experience, offline space, then we sell a cup of coffee, go back to the coffee itself, and use data, logistics, social networking and APP to meet users' coffee needs.

Visual symbol: blue + deer head mark

Yang Fei said that the essence of brand work is to create symbols, strengthen symbols and protect symbols. Good symbols can mainly stimulate people's perceptual system and make people have a strong impression of relevance. Among them, vision and hearing are the two main forms of symbols.

In visual symbols, luckin coffee chose the deer head sign. Yang Fei said frankly: the general Lu Tou logo is thankless, because all stores are packaged, but I hope our logo can rush out and break the conventional visual norms.

In terms of brand color, "Little Blue Cup" creates a distinctive visual symbol. Yang Fei explained: first of all, blue is the three primary colors with the shortest wavelength, which has a strong impact on the naked eye and can quickly form an eye-catching visual hammer, so that the brand of luckin coffee and the representation of the "small Blue Cup" form a strong connection in the minds of the audience, greatly reducing the cost of memory.

Second, it can form a sharp contrast with the well-known "Starbucks Green", but also match the "boutique blue" trend of the third global coffee wave, and forcefully create new symbols in the coffee market.

Spokesman selection: in line with the coffee tone in the workplace

Visual symbols include not only images and colors, but also spokesmen. Have to say, Zhang Zhen and Tang Wei do in temperament, are very in line with the luckin coffee brand tonality. Let consumers have a sense of intimacy and empathy for the new brand at first sight, and at the same time pave the way for the following advertising.

Yang Fei revealed that the effect of endorsement is very good, Tang Wei Zhang Zhen is a quality star, non-flow star, mainly in line with the workplace coffee tone.

Auditory symbol: "who doesn't like this cup?"

Auditory symbols are a major supplement to visual symbols, and there are two main forms: slogans (Slogan) and rhymes (Jingle). Good positioning is easy to form a good slogan, but also easy to spread. Many advertising slogans are passed on by word of mouth because they are catchy, thus forming brand memories.

Yang Fei called luckin coffee's slogan "who doesn't love this cup?" it is actually a provocative slogan, because many users will immediately feel that I don't like it.

After you have this feeling, you will think about it and think that 0.5 seconds of silence is very important. If you replace this slogan with "this cup, everyone loves it", it will be too smooth to have the effect of letting consumers think.

Scene Breakthrough: infinite scene

With positioning, with symbols, we also need to let the brand find some scene breakthroughs. In Yang Fei's view, if the brand is a pistol, the scene is to pull the trigger of the brand bullet.

The founder of Starbucks proposed that the family is the first space, the office is the second space, and people need the third space to socialize. After this concept is put forward, many cafes will rent in places with a large flow of people and do better decoration, resulting in more than 30% of the cost in a cup of coffee on location and decoration. But in the Internet age, this view is out of date. Because people need to socialize in time, instead of making an appointment to sit in a coffee shop and chat.

There are so many scenes on the Internet that Yang Fei thinks this is a kind of "infinite scene" (any moment). The traffic of infinite scenarios is much larger than that of the traditional third space.

According to the traditional third space theory, it is necessary to find the place with the largest offline traffic as a place to open a store. Yang Fei said that after luckin coffee has done unlimited scenarios, there is no need to pay rent and labor costs to get expensive offline traffic, but to get a large number of low-cost customers through free traffic on social platforms. This is our basic business theory.

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