Why do so many people like three and a half freeze-dried instant coffee? Three and a half brand design concept

Nowadays, "three and a half meals" has become synonymous with the new generation of instant coffee in the hearts of the people. From its establishment in 2015 to 2019, Tmall sold 600000 coffees an hour, becoming the No. 1 coffee category in Tmall. In that year, the annual revenue of three and a half meals exceeded 150 million. In the next two years, three and a half meals continued to dominate the list, and Tmall's sales on Singles Day in 2020 have already exceeded 100 million yuan. Why can a newly established new domestic brand beat a century-old international brand?

One is that three-and-a-half meals have opened up a new track in the instant coffee industry-super-instant coffee. In the hundred years since the emergence of instant coffee, it has been loved by the majority of consumers because it is easy to carry and resistant to storage, but it needs hot water to dissolve because of its poor taste. For young people who have a pursuit now, the fat-planting milk powder and sugar in instant coffee are very unhealthy, followed by the need for hot water and can not be drunk anytime and anywhere. When three and a half meals were first established, instead of making instant freeze-dried coffee, the brand followed the boutique coffee route at that time. At first, it launched hanging-ear coffee, which was affectionately equipped with pots and cups, but because the freshly ground coffee was not so popular at that time, sales were mediocre. After that, the cold extraction coffee bag was launched, along with a cold bubble bottle, but because it took a long time to make, the sales were lukewarm. In view of the pain points in the sales of boutique coffee and instant coffee, three and a half meals began to turn to ultra-instant coffee, which can also be dissolved quickly with cold water, and paid attention to the performance of the taste of instant coffee, so that instant coffee can be closer to the taste of freshly ground coffee, convenient and fast, saving time and effort.

One is that three and a half meals have captured the aesthetic appreciation of the younger generation in packaging design! Three and a half meals also know that if you directly launch ultra-instant coffee, there is no way to attract consumers, so three and a half meals spent a lot of thought on packaging, but also catered to the visual impact that the younger generation likes simple style, easy to carry and color. The brand uses a solid color super mini coffee cup packaging coffee powder to sell, so that the product has become very recognizable.

Later, "three and a half meals" settled in Tmall, and through big data, he found that consumers' demand for coffee tended to be personalized and diversified, so he updated the product, introduced six kinds of coffee powder with different roasting degrees, and distinguished them with numbers. it implies that although these are instant coffee, they can have the same quality and taste as freshly ground coffee. This kind of coffee packaging with novel shape and environmentally friendly material comes with the halo of "come on, keep me DIY", attracting people to keep the packaging for DIY transformation, make small potted plants, small pendants, decorations, etc., and spontaneously upload to various social platforms, this kind of interesting and fun sharing can hit the minds of young users.

Another is three-and-a-half meals for consumers to participate in brand co-creation. Three-and-a-half meals before each product goes on the market, three and a half meals will be tested by consumers who are called "navigators", targeting gourmet Vs, professional organizations, ordinary consumers at exhibitions, and research institutions. Product optimization is carried out through the feedback brought by the "navigator" and then promoted. After the launch of the new product, there will also be a "return plan", cooperation between well-known offline coffee shops in a number of first-and second-tier cities, and cooperation among well-known offline coffee shops in a number of first-and second-tier cities to guide customers to recycle product packaging and exchange for elaborate original perimeter. These periphery can be said to be better than the product itself! Whether it is the design of brand image figures, clothing or daily necessities, there is a very strong rate of success, through different groups to promote the brand.

Three and a half meals can not be quickly overtaken, without him to change the public's inherent understanding of instant coffee and in line with the marketing methods of young people, create their own cultural values of the brand, and take root in the hearts of young consumers. But now, with the injection of more super-instant coffee brands and the improvement of the status of freshly ground coffee in the eyes of consumers, there are also more three-and-a-half return plans from online to offline, setting up interactive scenes with users. let more life players participate, and constantly improve the influence of brands and activities But this approach has slowly turned three-and-a-half meals, which were originally competing in the instant coffee industry, into competition in the coffee industry as a whole.

Although instant coffee and freshly ground coffee face different groups, one is for primary coffee consumers and the other is for lovers who have a certain understanding of coffee. However, according to the current consumption trend, the two are bound to expand to each other's fields. Therefore, it is also a great challenge for three and a half meals to sit firmly on the throne of coffee. Photo source: little Red Book professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style) more boutique coffee beans please add private Wechat Qianjie Coffee, WeChat: kaixinguoguo0925