Creative coffee explosion products Coffee brand Seesaw M Stand Manner What are the characteristics of the product

From Nestl é instant coffee to boutique coffee to now creative coffee, the category of coffee has become more and more diverse, among which creative coffee has become a dividend for the growth of many new coffee brands.

At the just-concluded 2021 Hotelex Shanghai International Hotel and Restaurant Expo, Seesaw Coffee, a local creative boutique coffee chain established in 2012, won the hearts of many consumers for its innovation. According to statistics, from 2019 to 2020, Seesaw's sales of creative coffee alone increased by 300% and the repurchase rate was 35%.

It is worth noting that Seesaw Coffee, the representative of China's earliest boutique coffee brands, achieved a month-on-month increase of more than 20 per cent in March, with the repurchase rate of creative coffee products rising to 41 per cent.

Founded in Shanghai, Seesaw Coffee first introduced the boutique cafe experience to the Chinese market in 2012. According to the official account of Seesaw Coffee, Seesaw launched a number of limited spring creative coffees across the country on March 1, including gardenia pear latte, spring apple pie latte and Yunduo peach cold extract. On the first day of last year, these creative coffees quickly became popular on the Internet, and these products can be seen in Little Red Book, Douyin and other platforms.

According to reports, among these spring creative coffee products, Yunduo peach cold extract is the best seller, which is made of snow peach juice, SOE cold extract and oatmeal milk lid. Seesaw also specially created a bubble oatmeal milk cap with a high-pressure gun and added 0 sugar to turn oatmeal milk into light foam.

Seesaw spring new product Yundui peach cold extract

Unlike most oatmeal caps on the market, this oatmeal lid is the industry's first oatmeal milk foaming product developed by Seesaw Coffee.

The reason for choosing such a brand new and innovative product is based on: "most Chinese people are intolerant of lactose, while plant-based milk provides more choices than milk."

Seesaw Coffee also launched its first creative coffee competition on official account on March 22nd, which will be held at the China Resources Times Square store in Seesaw Shanghai on April 16.

In addition, M Stand, a boutique coffee brand founded in 2017, is also quickly out of the circle through creative explosions such as oatmeal cookie lattes, which can be directly described as M Stand's "phenomenal" creative coffee. According to statistics, 90% of people sign in.

M Stand uses high-quality coffee raw materials to create "oatmeal cookie latte", "m cake" and other products through creative product mix, in which the coffee cup is made of oatmeal, and M Stand creatively smears the sides of the cup in chocolate color to blend with the latte in the cup.

Prior to the founder GE Dong has introduced: "these creative products are the key point to break the circle of the brand, from the visual, product appearance, let people shine in front of the eyes, see different." At present, M Stand's creative coffee products include grapefruit ice coffee, coconut latte, cement cheese cake, sea salt cheese black coffee, black sugar milk coffee, etc., its creative products account for more than 50%, and contribute more than 50% of revenue, becoming the source of growth.

Manner Coffee, a local coffee chain in Shanghai, was co-founded by Han Yulong and his wife in 2015.

As a pioneer of domestic boutique restaurants, Manner Coffee also uses creative coffee and service features to obtain the market. In product building, Manner Coffee focuses on "low price and high quality" and is known as "the king of the sex-price ratio of Shanghai coffee". The early products were mainly inexpensive boutique coffee, and now it has been updated to include four series of products: Italian style, ice cool, hand brewing and bread, in addition to these standard menus. Manner Coffee also launched a series of creative secret menus, Yuzhi matcha series, elite players to make coffee, roasted coffee beans and other products.

Throughout these brands, whether it is Seesaw, M Stand or Manner, these coffee brands have not been founded for a long time, but they have all developed into well-known coffee brands in just a few years.

On a certain level, the advantage of creative coffee is that it can occupy users' memory point by using "creativity". However, the value of creative coffee lies in "creativity", which can form a strong brand barrier with interesting, creative and communicative products.

Secondly, "a good cup of coffee" is the foundation of creative coffee. Nowadays, creative coffee is no longer limited to traditional coffee forms, but can be combined in many forms. Nowadays, as more and more cafes launch creative coffee, there are all kinds of creative coffee on the market, but no matter what form it finally appears, the most important thing is that this cup is presented in front of consumers: a cup of delicious coffee. And can be recognized by the market.

Finally, although creative coffee is only a small branch of many categories of coffee, it is understandable that creative coffee does bring some good trends to coffee brands in the coffee industry. whether coffee can also develop into the mainstream menu product of coffee brand in the future depends on "how to innovate". If creative coffee loses its value when it becomes the same product all over the street, there is no way to mention how to achieve growth and build brand barriers.

* Image source: Internet