Why is it so popular that Zhihu switched to selling coffee? Zhihu Zhiwu sells hanging ear coffee with a good flavor.

The coffee track is becoming more and more popular, and Zhihu is starting to "lose track of business".

On July 29, Zhihu quietly entered the coffee race and sold boutique coffee.

It is understood that Zhihu's own consumer brand "Zhihu Zhiwu" has launched three hanging-ear coffee products, including Ethiopia Yega Xuefei, American Nuts Age, and Italian Black Qiao Storm.

And in cutting into the "coffee" of this highly competitive track, Zhihu can be described as "well-intentioned".

Zhihu came up with a new name for these three different flavors of hanging-ear coffee!

The names of the three kinds of hanging-ear coffee are "Alpha, Beta, and Gamma". They even have such a strong academic sense of their names (hard core Zhihu).

In terms of coffee raw materials, Zhihu selects 100% Arabica beans, and the coffee beans controlled by Q-Grade international coffee quality appraisers adopt a fully automatic import production line.

In terms of product flavor packaging, Zhihu classifies them into two types, including 7 packets of single-flavor coffee and 20 packets of mixed packaging.

In terms of price, if there is no new discount, 20 packets is 119 yuan, and the average price is about 6 yuan per package, which is in the position of "inexpensive price" in the industry.

In addition, Zhihu also warms the heart by affixing relevant brewing steps and making small kits on the bags of hanging-ear coffee, and randomly sends out high-quality audio cards of Zhihu Reading Club in each box of coffee. so that everyone can drink coffee and learn Zhihu at the same time (hard core Zhihu + 1).

In addition, before choosing to officially join the bureau to hang up the coffee, Zhihu also made a "pleasing" action-holding a public test of coffee and inviting a number of big V testers in the coffee field to try it (hard core Zhihu + 1)!

Above! It is not difficult to see Zhihu's "use (from) heart (I) good (camp) bitter (sales)"!

Of course, Zhihu is so "attentive" that the product will not turn over after it is officially launched.

According to official data from Zhihu, 48 hours after the launch of the product, Zhihu's first batch of 50000 hanging-ear coffees have been snapped up (hard core Zhihu + 1q1).

So, as an Internet Q & A knowledge community, Zhihu and coffee seem to be unrelated to each other. Why did Zhihu suddenly enter the coffee track?

According to the official statement given by Zhihu: "the original intention of making coffee is to convey to everyone the idea that drinking a good cup of coffee should not be so difficult, should not be so expensive, should not know how to choose, and should not be unable to choose the coffee they like." while hanging-ear coffee is simple and convenient, consumers can take it with them while retaining the flavor of the beans themselves.

Moreover, after a deep study, Zhihu had already sold books and even flowers before he embarked on the road of "coffee", and it was by no means a temporary frenzy to choose a new field of cross-border "coffee".

According to ecommerce online, statistics show that on Zhihu platform, more than 450000 users follow the topic # Coffee # alone, and the number of questions related to "coffee" exceeds 20, 000 (hard core Zhihu + 1 / 1 / 1).

Screenshot of Zhihu # Coffee # topic

And the platform also has users with coffee traffic on topics such as # Cafe # # Coffee Culture # # Coffee Machine # and # Coffee making # and so on.

Screenshot of Zhihu # Coffee # topic

In May this year, Zhihu seemed to be interested in coffee.

Zhihu partnered with KFC to launch a joint coffee around "all kinds of difficulties faced by young people".

Therefore, the launch of "hanging ear Coffee" by Zhihu's own consumer brand Zhihu Zhiwu looks more like a well-thought-out decision.

According to reports, at present, in addition to the "hanging ear coffee" this commodity, Zhihu will also consider brewing coffee cups online, which is expected to be online in 1 to 2 months.

An in-depth look at why cross-border coffee is actually a response to a saying spread in the industry: cross-border posture is different, but the essence of cross-border is marketing.

In the view of some analysts, Zhihu selling coffee is just a change of marketing. After all, Zhihu already has a lot of high-quality users who are directly linked to coffee.

However, similar "cross-border" has long been innumerable.

Not long ago, the education institution Xueda Education joined the coffee field to sell coffee, and at the end of June this year, it set up a company called "Beijing cutlery Coffee", which is 100% controlled by Xueda Education.

In November 2020, Tongrentang, a century-old traditional Chinese medicine store founded in 1696, sells coffee across the border. After launching the product, it is very popular with young people and can sell thousands of cups a day.

In September 2019, Sinopec, which sells oil, entered the coffee market and launched a new brand "easy Coffee" in its easyJet convenience store.

There are many such examples, so I will not enumerate them one by one here.

As for whether Zhihu cross-border coffee can get a piece of the coffee market in the future, let's wait and see.

* Photo Source: Zhihuzhiwu official account

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