Webcast tuyere heats up Starbucks Taobao Live 5 hours sells 160000 cups of coffee

Starbucks, is this an epoch-making symbol or an epoch-making label? I don't know when coffee has become a drink with a sharp increase in consumption in China. With the continuous growth of China's economy, Starbucks is like an absorbent sponge. Its stores in China are expanding faster and faster. What is accurate is the rapid development momentum of New China's economy. From the beginning, Starbucks has regarded China as a strategic place to cultivate, making Starbucks an industry benchmark and industry giant in the eyes of many Chinese people.

Starbucks Taobao live broadcast, goods sold out instantly

China's live broadcast industry in recent years can be described as a tuyere industry, the heat has not decreased, because this is now the fastest way to spread popularity. Even Starbucks (Star Powder commonly known as Star Dad) follows the trend and sells coffee live on Taobao. However, this appearance instantly detonated huge online traffic. The conversion rate brought by this popularity was really not comparable to that of ordinary companies.

Taobao has Starbucks products, but did not expect Starbucks to sell coffee through Taobao live broadcast, can sell really coffee? It is understood that Starbucks in Taobao online 5 seconds, up to more than 3000 Starbucks peripheral goods sold out in seconds, this is how terrible data, more terrible is, live broadcast 5 hours actually sold more than 160,000 cups of coffee, at the same time, Starbucks and XLARGE also launched joint products, there are T-shirts, 3000+ml super-capacity mugs, and some other peripheral goods. Whether it's rare goods brought by co-branding or ordinary logo surroundings, Starbucks 'popularity can bring huge growth, and then through the dissemination ability of live broadcasting, conversion rate can be realized.

Starbucks Tmall flagship store once made a flagship store as long as the consumption of designated goods, you can accumulate star points, improve the membership level, which is a huge benefit for Starbucks diehard fans. With Starbucks 'popularity in China, no matter what action, it will attract great attention. After all, this is a company with its own traffic. Starbucks 'points campaign at Tmall flagship stores has brought huge online traffic, which is a win-win situation for both Starbucks and Tmall.

The huge traffic brought by popularity

Last week, Starbucks teamed up with Taobao's well-known anchor, the first time Starbucks participated in Taobao's live broadcast. The anchor holds a Starbucks cup and interacts with Starbucks and Tmall customized versions of the elves to demonstrate how to order coffee intelligently. It is said that the power of the masses is huge. As soon as this product is launched, it is immediately snapped up by the star fans who are waiting for food behind the scenes. More than 3000 Tmall elves have been swept away. What is the concept of selling out in seconds? Starbucks tells you what top traffic is, and Starbucks became Tmall's No.1 store on the Internet that night.

Starbucks sold more than 90,000 electronic coupons for ice coffee, more than 30,000 latte electronic drink coupons, more than 3000 customized Tmall elves and other peripheral goods in just five hours of live Taobao broadcast...

This was the charm of live streaming. This was the strength of a top-tier company. Through the popularity and appeal of the streamer, it gathered a high amount of online traffic and successfully converted it into orders and sales. It was unknown if Starbucks was surprised or expected. Starbucks 'marketing methods have always been at the forefront of the world, offline store traffic has been large enough, now coupled with the spread speed of live webcasting, instantly realize the high conversion rate brought by popularity, breaking the conventional purchase logic.

This may give some new brands a little direction to spread, and it is a good breakthrough path for new brands.

Beverage industry is a traditional industry, how to use the traditional industry with the new era thinking to go is a decisive brand development path. Do not reject new things, open thinking to accept the new era of channels, can make the brand iteration speed up.