The more you look at it, the more you look up?! Big mouth anchor through rap rap, with hot coffee brand!

Recently, T97 coffee became popular in a live studio, where "there are no 321 links, no family members and brothers". The anchorman sang in harmony with the voiceover, and his body swayed to the rhythm, as if to inject hip-hop flavor into the coffee.

Because of the personal characteristics of his mouth, the anchor is called "big mouth" by viewers in the live broadcast room. When introducing welfare coffee coupons, the big mouth will half-squint his eyes and make the iconic action "rush". When you enter the live broadcast room, you may think this is the live show of the new rap, but in fact it is the delivery scene of the "T97 Coffee flagship Store" (referred to as T97) Douyin live broadcast room.

After reading it, netizens said one after another: it's really too magic!

According to reports, Li Xiao, founder of T97, once publicly said that "the future will certainly surpass Lucky", with more than 40 stores surpassing Ruixing's more than 7000 stores. As soon as this remark came out, some netizens said that there were only dozens of stores, challenging Luckin Coffee.

T97 Coffee launched its first live broadcast on Douyin as early as May, and the data was mediocre at first, but it became popular in the form of rap and goods in September, with the number of online users peaking at 28000 and now having more than 210000 followers. In the past 15 days or so, the number of views per show in the live broadcast room of T97 Douyin reached a maximum of 2.6683 million, exceeding 2 million for a week in a row.

According to public data, T97 is a high-quality and cost-effective boutique coffee, which combines professional coffee aesthetics with creative research and development to bring a comfortable sensory experience for coffee lovers. T97 was founded in April 2021, and sales of the product "Little Black Strip" exceeded 470 million in the three months after its launch. Differentiation and high performance-to-price ratio have become an important part of T97 rapidly seizing the market.

After handing over a beautiful report card online, T97 also started to set up stores offline. At the end of 2021, the first offline flash store was opened in Tianmu, Hangzhou. T97 is being chosen by more and more young consumers because of its professional brand tone and minimalist product style.

Today, T97 coffee, with several elements such as "the Future will certainly surpass Lucky", "Seven-fold sales in a week" and "Magic Live Room", has become a new species of coffee with a recent rise in popularity. It can be said that there is almost no sign of the popularity of this brand. So far, T97 has entered 28 cities and has 43 offline stores, all of which have been listed in Douyin's local city coffee shop collection list.

Through the statistics of recent sales data, except online, the average turnover of offline stores is more than 1000 yuan, basically from T97 studio sales coupons. At the same time, the number of backstage consulting T97 franchisees has doubled from 150 a day to 300-400.

On one side is the founder's constant rhetoric, and on the other is the "big-mouthed anchor" who sells coffee in the style of shouting wheat. Either way, it seems that it has a different tone from other coffee brands on the market, and in this "fast food era", magic seems to have really become a secret.

I do not know when, e-commerce live sales have moved from price and product to content. In the past, hype, acting, competition and other methods of marketing were quickly eliminated after a short explosion, and then derived new content selling scenes such as trampoline selling and outdoor selling. New ways of playing and new forms of content emerge one after another. T97, which sells coffee, further upgrades these games. It can only be said that the competition is becoming more and more fierce.

At present, it is difficult to judge whether the future development of T97 coffee is good or bad, but looking at the current flow, it has indeed injected an impetus into Li Xiao's T97 coffee. But in the face of young consumers who pursue tonality and differences, can Li Xiao's play really work all the time?

Photo Source: Internet

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