Marketing Strategy of Starbucks'"archrival" 85 ℃ Coffee chain

As the world's largest coffee chain, Starbucks is invincible and invincible. In the course of nearly 40 years of development, Starbucks has firmly occupied the position of the number one coffee shop chain in the world.

However, in 2010, the coffee industry leader encountered a strong competitor for the first time in Malaysia and Taiwan. The rival is also a coffee chain, which opened 110 stores in Malaysia in one year and 370 in Taiwan in three years. Similarly, in Shanghai, it opened 97 stores within 16 months, opening far faster than Starbucks on average. To make matters worse, Starbucks is also profitable. In Taiwan, its full-year revenue in 2010 exceeded 1.7 billion yuan, surpassing Starbucks, which has more than 200 stores in Taiwan. In Malaysia, Starbucks can only draw with it.

The coffee chain was born in Taiwan's 85 ℃. So how can 85 ℃ compete with the 40-year-old coffee giant Starbucks, even beating Starbucks in Taiwan and Malaysia?

First of all, every time the smart 85 ℃ goes to a city, he finds out the exact location of Starbucks. Then, wherever Starbucks opens, it will open. Why would you do that? This is because, in this way, 85 ℃ does not have to look for a target group of coffee customers, because Starbucks has already helped them find it, and Starbucks frequent visitors must have a hobby for coffee. When I went to Starbucks that day, I suddenly found a new coffee shop here. Let's go in and have a look. As a result, 85 ℃ accurately found its target customer without any publicity or investment.

Next, 85 ℃ used a more ruthless move, that is, Starbucks you use what coffee beans, what accessories, what water purifier, what water, I am all just like you, so the coffee taste is basically the same as Starbucks, but to Starbucks life, the price of 85 ℃ is only 1/3 of Starbucks! Aren't customers willing to buy it?

You may ask, how can you make money at such a low price? 85 ℃ has a trick. When customers enter the store to buy coffee, what comes into their eyes is a variety of fine bread and cakes displayed in the glass window. Moreover, the store is covered with pictures of chefs who make these breads and cakes, clean overalls, high tops, and straight bellies. Each cook has all kinds of honors. What world bread champion, Asian pastry champion, Chinese dim sum champion. And all have certificates and certificates issued by authoritative departments.

Customers looked, wow, champion chef made ah, must buy some, as a result, just bought coffee saved all the money to buy bread, cakes, and this is exactly what 85 ℃ wants.

In other words, 85 ℃ 's real profit point is on bread and pastries. They don't want to make money on coffee at all. Coffee is just a giveaway here. Starbucks' biggest profitable authentic product has become a giveaway here at 85 ℃, which is simply a last resort!

In addition, 85 ℃ also skillfully played the card of differentiation. As we all know, Starbucks coffee is expensive because the environment there is good, and coffee needs to be drunk in a coffee shop. But 85 ℃ completely subverts this view-let you take the coffee out of the shop and drink it! There are only a few seats in their shop, which saves a lot of money on the rental of venues, the decoration and purchase of tables and chairs, as well as the staff costs of waiters.

They help customers wrap up their coffee, and customers can take it and drink it while walking, which is obviously very popular for modern urbanites who are living and working at a faster and faster pace.

Today, 85 ℃ has begun to spread around the world, planning to launch a revolution in coffee and bread!

Use high-quality and low-price coffee to target customers, use five-star materials and chefs to make inexpensive goods, steal customers from competitors, and then launch a second sale, so as to make a profit. This new business platform and model is the real reason why 85 ℃ beat Starbucks.