Coffee Shop Brand Marketing

Kopiluwak Coffee (Kopiluwak Coffee is produced by Indonesian coconut cat feces as raw materials, so it is called "cat feces coffee") has been registered in the domestic market for some time, and overall it is still understanding the market, although it is still the best coffee in the adjustment, but it always does not see the "best". In the last year or two, this so-called "best" has made people feel a little bit. Look at the price to know that the "best" price tag is 268 yuan/cup.

Starbucks began its strategic transformation in the past two years. After further simplifying the image of banshee, Starbucks accelerated its expansion pace. It is said that there were more than 90 in China last year. In a sense, it has also lowered its profile and increased the number of OEM products of its own brand. After strategic transformation, Starbucks 'main business unit focused on Hong Kong partners.

Starbucks has been able to use Howard. Schultz's own absolute dominance has made Starbucks popular, distinguished and popular all over the world. He first regulated Starbucks '"a little messy" before, and then positioned Starbucks under the theme of coffee. Starbucks 'impression of Chinese people is that it is located in a high-end office building with a small area and a seemingly unstandardized place, a bar of several square meters and some brown coffee sofas, plus a few small round tables that are not very high-end, some are open-air, and so on.

This choice of address is the first lifeline for Starbucks, and I guess it must have something to do with the level of the office building. Because opening a shop in this place is the basis of coffee price, but also the foundation of brand dignity. Choose a coffee shop on the first floor of a high-end office building, which is the activity place of senior business personnel, and also the place where people with status often enter and exit. No matter what Starbucks sells, putting up a sign here is already very influential. Therefore, the smart Schultz said that he would not advertise. In fact, Grade A office buildings themselves are very good advertising carriers; the so-called pragmatic style of relying on word-of-mouth communication makes Starbucks even more prestigious.

If Starbucks 'secret is to open a store in a high-end office building, then to beat Starbucks, you must open a store in a higher-level office building or a more luxurious place; or you must open a store in a more expensive location. Cat poop coffee began to adopt a bundling strategy, and some well-known supermarket chains, such as Jusco cooperation, such an effect is not enough to overwhelm Starbucks. Because the restaurants that cooperate with Jusco are also very advanced, but they are not enough to surpass Starbucks. In other words, Cat Poop Coffee and Jusco and Jusco's partners "stand" together and can't find the feeling of coffee shop. To put it bluntly, if you open a shop in such a place, you will never be able to surpass Starbucks.

In today's brand world, if you want to gain an advantage, you must first obtain brand advantage. Who doesn't know, Starbucks or cat shit coffee? They sell the same things, but the location and brand are different. Under such cognitive premise, how to challenge Starbucks 'status as the leader of coffee by virtue of the globally recognized "best" coffee, and Starbucks obviously sells more categories than cat poop coffee in terms of differentiation of retail formats.

In this sense, to beat Starbucks, we must first surpass Starbucks in location. Cat excrement coffee takes Guangzhou as its base camp. First of all, it must seize the dominant position in important areas of Guangzhou, and form consumption cognitive advantage in relative quantity. In addition to the aforementioned cooperation, Cat Poop Coffee has chosen to present itself in a position comparable to Starbucks or even more creative. After China Square opened its first store in China, some places such as Tiyu East Road also opened stores one after another.

Creative is the most popular Guangzhou book center in Guangzhou opened a store. I have carefully looked at the doorway of the site: this was originally part of the first floor of Guangzhou Book Center. It used to be a store for all kinds of souvenirs: Olympic Games souvenirs, Asian Games souvenirs, etc., but now it has opened a shop on the side of the main entrance, and it is connected with the inside of the bookstore. I think it's the most powerful cat poop cafe ever opened. As online purchases continue to grow, brick-and-mortar bookstores are clearly struggling. Digging the corner, we can see that the management team of cat excrement coffee has entered the marketing state, as long as the capital strength is sufficient, we will be able to establish the best consumption cognition of cat excrement coffee in Guangzhou first.

Starbucks, on the other hand, is clearly expanding the categories sold in supermarkets. This is contrary to brand positioning. Starbucks self-operated stores are also increasing in sales categories, and at the same time, OEM products are also increasing. This expansion trend is a trap for brands. From the beginning of the transition in 2011 to today, Starbucks is still in the chaos of consumer cognition. Recently, a Starbucks opened downstairs in my house. Although my home is not located in a high-end office building, but in a residential area; Starbucks enters together with Pizza Hut and KFC; and the three are exclusive to a row of buildings and connected together. More interesting is: this is a family of Pizza Hut and KFC, but in order to maintain the brand, deliberately put a small Starbucks in the middle, they are separated from each other.

Because I can see this location from the upstairs of my house, I paid attention to the decoration of this store from the beginning. Surprisingly, it was finished in less than a week. Moreover, listen to the decoration master said that only in January in Guangzhou will be decorated more than a dozen. And their decoration requirements are extremely strict, and Hong Kong personnel to guide and supervise the construction. It's very particular in every way, and there are many doorways in it. Although, from the outside, there is nothing different, in fact, there are many tricks to attract consumers. When you know that merchants are using tricks to induce you to spend, you may be disgusted. Specifically speaking: they have considered and deployed from all aspects, such as painting, color, taste, smell, internal space, layout, internal and external connection, etc., especially consumption psychology.

In coffee shop branding, talent can not be mentioned. Hong Kong people are indeed superior in branding. Whether Starbucks, Bangmei Shu, Wang Lao Ji or Jiaduobao, successful operations come from Hong Kong people. Through the decoration of Starbucks downstairs, I deeply feel that Hong Kong people have a very fine study of brand building. In terms of brand consumption experience, the reality of Hong Kong's land price has created a large number of Hong Kong brand store operators.

Coffee is a mature consumer product from Europe and America. Brands and products that are popular in developed countries have a natural advantage in going global, which is also a reflection of people's own needs. In the process of shaping the location of coffee shops, operators successfully implant their brand stores into landmark buildings with the help of local people's admiration and familiarity with local buildings, thus indirectly implanting them into consumers 'hearts, that is, consumers' minds in positioning theory.

This is obviously a shortcut, and this shortcut comes from the effect of proportion to advertising investment. That is to say, opening stores in high-end office buildings is actually a brand practice that is different from media advertising. I believe that this effect is much more pragmatic than the idea of "I don't know where the other half of the advertising money is going." For a city, that is, for consumers in this city, opening a store at the location of the most landmark building in the city is the best effect area for positioning, which is equivalent to advertising in the best time period of traditional media such as TV. Unlike media advertising, landmark locations require a certain number of stores in a city to synergize. One is optimal temporal representation; the other is optimal spatial positional representation.

Coffee has become synonymous with store consumption, which is where branding succeeds. A category, store and brand of FMCG blend together. Starbucks is currently synonymous with coffee and coffee shops, and that's true. If Bangmei Shu wants to gain something in this regard, Starbucks must be the object of its conquest. This is a battle of brand recognition, a battle of store location, and a battle of store number in the future.