Total TikTok transaction value of Blue bottle Coffee will exceed 1 million

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At present, with the fierce competition in the coffee industry, chain coffee brands are actively looking for business opportunities, in addition to launching joint promotions from time to time to expand the source of customers and expand offline stores to increase brand influence, some brands will choose to develop their own sales platform. sell coffee and surrounding brand-related products in many ways.

Blue bottle coffee, which is called "the Apple of coffee industry" by fans, is like this. Since it entered the public view, Blue bottle has attracted the attention of young people with its uniquely designed offline stores. At the same time, it operates its own sales website, enters Amazon, Tmall and other well-known e-commerce platforms, and sells its products all over the media platform that young people will touch, thus gaining many loyal users.

As Douyin's international version of TikTok has more and more active users in the United States, Blue bottle, a local boutique coffee brand, naturally noticed the business opportunities brought about by huge traffic on the platform, so it entered TikTok Shop in November last year, becoming the first coffee brand to enter TikTok Shop USA station.

According to Echo Tik, Blue bottle is estimated to be close to $700000 (total merchandise trading volume) in the past 30 days because of its brand awareness and the active delivery of goods on the platform, and is expected to break through the million-dollar mark by the end of this month.

In May last year, Blue bottle Coffee established a partnership with famous singer The Weeknd to launch a coffee brand named after The Weeknd's mother and a new product line Samra Origins.

Based on this good cooperation, after Blue bottle entered TikTok Shop, two short advertising videos about Samra Origins were posted on The Weeknd's official TikTok account, which brought 16.6 million exposure to Blue bottle's new product series in 20 seconds and made Blue bottle known to more TikTok users.

Taking advantage of the influence of well-known singers to let more users know more about brands and products, Blue bottle Shop also cooperates with Da people on TikTok, bringing tens of millions of exposure to Blue bottle Shop through short video and live streaming, while also driving sales of coffee products and surrounding products in the store.

However, from the information disclosed by Echo Tik data, Blue bottle Coffee and TikTok head bloggers and well-known singers cooperate more for the platform's mid-waist and tail people, although these people have brought a certain amount of video playback and sales transformation to Blue bottle Coffee, it can not help but feel that this does not seem to be consistent with the image of Blue bottle's boutique coffee brand.

And judging from the photos posted by netizens on the social platform, the Blue bottle store has greatly reduced its sales, attracting a wave of netizens to place orders to buy. Under the influence of the dual buff of the "self-lowering price" to cater to consumer demand and the "first to eat crab" coffee brand on TikTok, Blue bottle currently dominates the TikTok instant coffee market.

But when domestic coffee brands have entered the overseas instant coffee market and launched overseas e-commerce operations, the increase of competitors will undoubtedly bring a certain threat to overseas well-known brands. whether Blue bottle can maintain its current advantage in the overseas instant coffee e-commerce market will become uncertain.

Picture from: Echo Tik data, Little Red Book

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