Hot search on celebrity endorsements, coffee brand business war begins?!
▲
Click follow | Daily boutique coffee culture magazine coffee workshop
This morning, Kudi official Xuanxin spokesman and the new related perimeter successfully attracted a large number of fans to place orders for their stars, fearing that they would not be able to grab the perimeter too late, which also led to the explosion of orders in many Kudi stores and even had to close temporarily because of too many orders.
Shortly after this "exuberant wealth" fell on Cudy's head, the entry # Ruixing Motorcycle Sister exclusive # briefly rushed to the top of the hot search, and many onlookers were unknown and expressed shock. Isn't it a new spokesman for Cudy? Why does it have anything to do with Lucky? According to netizens, "Motorcycle Sister" claims to be fans of the star, while the group-buying link in Ruixing's live broadcast room this afternoon uses "Motorcycle Sister exclusive" as a prefix, causing some fans to mistakenly think that their stars endorse Ruixing and issue orders to buy group-buying coupons.
In view of this situation, Rui Lucky has not issued a statement officially, and the relevant links posted by netizens can not be found in the studio.
Many netizens think that this is a business war led by Lucky, and its purpose is to rub off a wave of celebrity traffic and rob guests of the opposite home. Some netizens think that it may be a play directed and performed by fans in order to create momentum for their own stars.
But in either case, this hot search is enough to let people see the influence of traffic stars, and this is exactly what the brand wants, a promotion that does not cost too much but can be on the hot search.
In 2023, various coffee chains are conducting joint activities with popular IP, luxury brands, gallery and so on, thus launching a variety of peripherals, attracting many passers-by who do not drink coffee to stop, and the surge in consumption of "buying a horse for a pearl" has virtually expanded the influence of the brand.
However, this marketing model will give consumers a sense of fatigue that "joint activities have been buying all year", so that at the end of the year, the brand's joint event failed to set off as much spray as it did at the beginning of the year. the situation of queuing for purchases and store orders is not the same as before.
When the role of promotion methods such as price war and joint activities in drainage weakens, while the competition becomes more and more fierce and the volume intensifies, brands begin to change their thinking and focus on fans who are willing to pay for endorsement stars.
Former K Coffee, Starbucks, Ruixing and so on have successfully attracted a wave of star fans to sign in for consumption after announcing their spokesmen. Unlike the consumer groups in order to co-sign, fans will not give up spending until the endorsement relationship between the star and the brand is broken.
From this point of view, compared with the consumer groups who "buy money and return pearls" for a while, fans of high-hot stars seem to continue to buy brand products because of the endorsements of stars, and this group is more likely to be increased by celebrities. this is also lacking in the consumer groups around the joint name.
Perhaps in the new year, there will be a long line of fans waiting in front of a coffee shop to take photos with the human form of a star, scrambling to buy the surrounding area of the joint name, but this way of brand promotion, will consumers only remember a star and ignore the coffee drink itself?
Picture from: Xiao Hong Shu
Disclaimer: some of the pictures in this article come from the network, and some of the contents of the website, such as pictures, we will respect the origin of the original copyright, but due to the large number, there will be individual pictures and texts not in time to indicate, please forgive me. If the original author has any disputes can contact the website to deal with, once verified we will immediately correct, by the "coffee workshop" collation and editing, reprint please indicate, if infringement, please inform deletion, thank you ~!
- Prev
Lucky employee: Great! My hand is saved!
▲ Click to follow| Daily boutique coffee culture magazine coffee workshop often says "new year new weather," but for most people, the new year may not have anything new to change it, the work to continue to work, the study to continue to learn, the earth normal turn, the day as usual. However, for lucky friends,
- Next
What's the difference between decaf, decaf and regular coffee?
For some time in the past two years, there was a sudden upsurge of "decaf" in the coffee market. People who can't sleep after drinking coffee because of caffeine intolerance need to find a substitute to satisfy their stomachs, and then people find the wonderful existence of decaf coffee, and it can be solved very well.
Related
- Professional coffee introduction and tasting knowledge sharing: Why do different cups taste different?
- How to taste a cup of American coffee? What is the key to making a cafe Americano?
- The design principle of the V60 filter cup! Why is the V60 filter cup called V60? What is the difference between a V60 hand-brewed coffee filter cup and a cake filter cup? Who invented the V60?
- Why does mocha pot coffee smell burnt? How to adjust the coffee extract in the mocha pot? What should I do if the coffee in the mocha pot is burnt? Why is mocha pot coffee so easy to overpower?
- Why can't cappuccinos be made takeout? What is the ratio of coffee to milk in a cappuccino? How thick is the milk foam in capuccino? What does Capuccino mean?
- How to make silky and strong salty mocha coffee? How to make a delicious mocha latte? What is the difference between latte and mocha coffee?
- How to use the Aiyue coffee press machine? Who invented Aiyue Pressure? What is the difference between Aiyue brewed coffee and hand-brewed coffee? What is the principle of coffee extraction from Aiyue Pressure?
- How to make the world's top coffee Yejia Xuefei? What are the characteristics of Yejia Shefi coffee? What is the flavor of Yejia Shefei? How to solve the blockage during lightly baked beans?
- What does long extract coffee mean? What is the difference between long-extract coffee and American coffee? What is the difference between Lungo and American coffee? What is Lungo Coffee?
- What does under-extracted coffee taste like? What are the characteristics of over-extracted coffee? How to tell if coffee is over-extracted or under-extracted?