Lucky, Starbucks and other coffee giants are chattering "crazy killing"

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

For more boutique coffee beans, please add private Qianjie coffee on Wechat. WeChat account: qjcoffeex

App-- Douyin, which has grown rapidly in the last two years and has more than 600 million daily active users in 2022, has been gradually regarded as a new star of the e-commerce platform. Coupled with the amazing energy of Douyin in bringing goods live, it has gradually become a must-compete place for various beverage brands in recent years!

Recently, I went around Douyin and found that almost all the well-known beverage brands do group buying online, and the prices of drinks are ridiculously lower than those ordered by the store or Mini Program. Lucky, Starbucks, Manner, NOWWA, Tims, Xi Tea, Naxue and so on are all in the "crazy fight" of Douyin, with all kinds of ultra-low-price online meals and drinks on the shelves.

Not long ago, Lucky made a hit by virtue of the "male model troupe" in the Douyin live studio, which was different from the ordinary studio. Lucky set up a catwalk directly in the studio. Male models of different styles came head-on with different flavors of coffee. Many netizens of the live broadcast said: I didn't know whether to watch people or coffee for a while. I thought it was just a live marketing. I didn't think that Douyin group buying has also been online.

Beverage brands have long been no longer limited to private traffic as a channel, have begun to try more diversified expressions, in order to occupy more market share. In Ruixing Mini Program, a raw coconut latte costs an average of 20 yuan, but it costs only 14.50 yuan for a group purchase in Douyin, its sales have reached 64w cups, and it has been listed on the best-selling list of city cafes.

Also on the best-selling list of city coffee shops is another coffee giant, Douyin. Starbucks Group purchase offers a 19-yuan breakfast set and 56.9 bucks two medium-cup special drinks. You can drink a Starbucks coffee drink and breakfast for 19.9 yuan, and it is also common in stores across the country, with sales of 86.2w cups. In addition, there are many packages for you to choose from.

Some Starbucks fans on the social platform said that in the days after the launch of group-buying coupons, the Starbucks stores he frequented clearly felt that business was better than before, mostly for Douyin Group to buy coupons.

In addition to coffee chains, there are also price wars in Douyin group buying including Xi Tea and Nai Xue. According to the Douyin flagship store, Douyin group purchase orders are 15.8%, and the super-large barrel of guava Portugal / duck shit fragrant lime tea with two options is available. Not only that, earlier it even launched two classic cups of top sellers-- a rush purchase coupon for only 28 yuan for succulent grapes and 100 yuan for 10 consumption cards, so on average, not only 10 yuan per cup. This price, who read it without saying a word is really fragrant. ‍‍‍‍

Nai Xue's tea launched a 9.9 yuan 4-choice coffee series, whether it is latte, cappuccino or American coffee, all for 9.9. As soon as this price is out, the sales volume of this product has directly exceeded 1 million. In addition to the appeal listed earlier, there are even 0.1 yuan of ice cream in Honey Snow Ice City and a full 8.6% discount on aunt drinks in Shanghai and so on.

Earlier, Douyin Tea Consumer data Insight report shows that the number and playback of tea-related content on Douyin will increase month by month in 2022. Comparing June with January, the number of Douyin tea content videos increased by 58%. In June alone, the number of related content played exceeded 14.7 billion, winning 280 million + likes.

The operation of various beverage brands may also be intended to increase exposure in the same city through Douyin group buying, and then use their own specialty products, as well as sufficiently favorable prices to attract people to place orders to complete store-to-store consumption and secondary consumption. turn online traffic into your own effective entry. Finally, have you all had the experience of Douyin group buying?

Photo Source: Internet