Counterattack "three and a half meals" to harvest the boutique coffee market? Starbucks Nestl é jointly launched a series of Starbucks Cup products.

Instant drinks at Starbucks? Are you sure you won't get hit? No, maybe you can tell from the little starcup that you are a big fan of Starbucks. Yes, on October 18, Starbucks China officially announced this new friend on Weibo: Starbucks Suixing Cup Super Fine Instant Coffee.

According to the official introduction, there are three flavors of the Star Cup series: light baking, medium baking and deep baking. At present, the series of products have been listed in Starbucks Home Enjoy Coffee Tmall flagship store, the price is 176 yuan a box, 18 pieces per box. It is worth mentioning that the Star Cup series products are designed to be customized for Chinese consumers. China's global debut market for this series of products

It is not difficult to see from the official picture that the appearance of the star cup is the mini version of Starbucks coffee cup, the detail design is also full score, different color cup lid implies different flavor characteristics. Starbucks highlights in its product description that the instant coffee contains two different instant coffee powders, ultra-fine ground instant coffee and freeze-dried instant coffee particles.

Looking through Starbucks Tmall flagship store, I found that Starbucks even had "three-in-one" instant coffee products. When did Starbucks start attacking the instant coffee market? In fact, in May 2018, Starbucks formed a global coffee alliance with Nestle to accelerate and expand the Starbucks brand's influence in coffee products and catering services. This is Starbucks 'first step into the instant coffee market. As part of the alliance, Nestlé acquired marketing rights for Starbucks 'full range of packaged drinks worldwide, strengthening its position in the instant coffee market.

When it comes to fine instant coffee, the brands that have been popular in recent years are nothing more than "three and a half","Yongpu","Yutianchuan" and so on. Among them,"three and a half" took the lead in using small canned packaging, visual effects plus points, eat a wave of aesthetic dividends. Traditional instant coffee bars seem to be beginning to be abandoned by the market. As far as the outer packaging design is concerned,"Suixing Cup" does not bring too much goose surprise to consumers. In addition, Nestlé officially proposed that the series of products use 100% recyclable materials on packaging, and also launched a "return to the star" recycling project for the series of products. Will collect the used outer packaging free of charge, and collect gifts by accumulating points for recycling actions. But these are interactive activities that other boutique instant coffee brands have played, not brilliant.

In addition to the blessing of the two well-known brands, this series of Star Cup products can be said to be nothing special. However, even if it is a strong combination of two well-known brands, 1+1 does not have an effect greater than 2. Nestle coffee audience is mainly instant coffee and capsule coffee, the main boutique instant coffee is not the main focus of the brand. Starbucks 'main consumers are still paying more for the environment and the atmosphere of offline stores.

This was why the Star Cup was destined not to explode. Take the data to speak, this time Tmall double eleven preemptive purchase, with the star cup at present there are 3000+ people pay deposit, on the contrary, three and a half launched super bucket has more than 50000 people paid deposit, the gap is not a little bit.

The launch of Star Cup can only be said to optimize and enrich the product portfolio of Nestle and Starbucks in the boutique instant track. As for the anti-killing of "three and a half" such boutique instant leaders and harvesting the boutique instant market, continuous investment and more innovative products are needed.

Image Source: Internet