How many tricks are there in Starbucks' red cups?

A lot of people are waiting for this day.

On Nov. 3, all Wechat stores in China changed to use red paper cups, which are all available on Starbucks moments and on various social networks. The temperature in most cities dropped sharply on this day, and everyone was bored but cheerful to announce the coming of winter. Stores in other countries around the world also replaced the latest cups around the day, and the "recommendation" page on the photo social app Instagram was quickly occupied.

2015 Starbucks red holiday paper cup.

I don't need to introduce you again, do I? You may also have a Starbucks holiday special red paper cup at hand-it's nothing new, and the coffee chain has replaced the classic white paper cups in its stores with red designs since the annual "Holiday Season" (pre-Thanksgiving until New year) in 1997. Perhaps because of the popularity of minimalism in recent years, this holiday paper cup does not see the Christmas snowman or other classic elements of the past, only bright red and cranberry shadows.

In fact, it's a bit like a marketing campaign that has been plotted for a long time.

Jeffrey Fields worked at Starbucks for nine years. He is the vice president of design and content at Starbucks, and the design of the Red Cup is part of his job. When the holiday paper cups designed by the team were sent to the printer every summer, the next year's design discussion had already begun.

"Starbucks has a huge consumer base around the world, and what needs to be done to launch the same paper cup is also very complicated." Fields said. He has a background in interior design. "the Holiday Red Cup is one of the first projects we launch every year."

But the ultimate goal of this red paper cup is not to accompany you for Christmas.

Why did Starbucks change to red cups at this time?

Starbucks is more optimistic about the so-called "holiday season" than excited about the cup.

This is the most anticipated time of the year for Americans, as leisurely holidays and blessings from all over the country excite the country and spend more. There is no more anticipated period of time for retail companies. During the 2014 holiday season-- the fourth quarter ended Dec. 28-- Starbucks sales rose 13% to $4.8 billion. Its sales figures fell by $200 million in the following quarter.

The company will go to the store or online a year in advance to study what will excite Starbucks enthusiasts during next year's Christmas holiday and get those who are not used to daily caffeine to buy a cup of coffee. Every year during the holiday season, Starbucks launches different consumer cards, themed mugs, Starbucks Christmas bears and special Christmas coffee beans.

So, why are paper cups impressive?

Products are always the best marketing channel.

Those who commute to work in the city or walk around with a cup of coffee, whether they like it or not, have become its mobile ads. Coca-Cola has been printing bizarre nicknames or tacky lyrics on soda cans since 2012; Pepsi printed portraits of sponsored stars on its products during the World Cup.

Howard hesitated. Starbucks' creative design team and marketing department once disagreed on the paper cup plan. The marketing department has come up with a classic white paper cup with specially printed silver Christmas elements. After a meeting, he decided to use the ideas of the marketing department. But by that time, red paper cups were already being shipped to different Starbucks stores in North America. It's still too late. Silver paper cups did not immediately show satisfactory results in printing, and the red scheme was finally implemented-thankfully, no one is sure what will happen to silver paper cups.

Of course, their choice of red is also very eye-catching.

But can a red paper cup bring any real sales?

Starbucks is not selling this red paper cup. It prefers you to sell the three special coffee drinks it launches this holiday season.

Often with the launch of red paper cups, it will also launch three special types of coffee. This year's launch in China is an Italian Christmas latte, a cranberry white chocolate mocha and a toffee hazelnut latte-if you can't tell what it is from the name, they are filled with special syrup, cream and shredded fruit. The clerk will recommend it to you and tell you that these three drinks will be taken off the shelves after the season, and they are also matched by red paper cups in the posters.

These three coffees are the "best companions" for red paper cups because they are the most expensive coffee drinks on the menu-their ultimate task is not to spend Christmas with you, but to keep revenue and profit margins in this quarter's earnings report.

Of course, it can also attract people to go to Starbucks and buy something. Starbucks, which can be seen everywhere, is now a bit of a "fast food"-people go to McDonald's to buy a hamburger, go to Subway to pick up a sandwich, and then walk into Starbucks to pick up a latte. People no longer regard it as the choice of experience consumption, as it is just a caffeine supply station.

Megan Kathleen (Meghan Kathleen) couldn't help it. Her office is in Manhattan, New York, and the day the red paper cup went on sale in the United States, she told herself not to walk into Starbucks before leaving for work. "the company offers free coffee. Why should I spend a few dollars to Starbucks to buy a vanilla latte?" That's what she wrote on her blog.

The subway stopped at Grand Central. Kathleen got off to join the commuter and walked straight past the popular Starbucks. I almost made it. Unfortunately, she saw the red paper cup, "I indulged myself for once." But instead of buying a latte, she ordered a minimum cup of American coffee. "to be honest, it's really because of the red cup."

Around Starbucks Christmas in 2015.

What's so great about changing the packaging of the product? Why did you push this to me?

Changing the color of a product's packaging is really no big deal. But building such a sticky relationship with consumers is clearly coveted by other small companies.

It takes time and brand influence to build on, considering that this red cup has been around for 18 winters since it was launched in 1997. It's like everyone goes to McDonald's for a Happy meal on June 1st International Children's Day. Although Starbucks brands are losing their appeal, classics are classics. Don't marketers like to tell stories about history?

Starbucks now has more and more competitors in the coffee market. A boutique coffee shop called Blue Bottle, born in San Francisco, is in high demand. It has the iconic blue paper cup. But only companies like Starbucks, which has a dense network of stores and an established brand image, are more adept at dealing with such marketing activities, and consumers are more likely to buy it.

It can also make you can't help but post a moments.

This must-compete place for commercial brands has long been hot. Instagram is no longer a big deal. Starbucks' official account still retweets photos taken by users or created on paper cups every day. This kind of "user-created content" has been said for years, and the brand doesn't seem to have any new tricks.

This year's design style obviously also has a reference to the effect of social network communication. "this year we hope to convey the holiday mood in a more open way." Fields explains designs that look a little lazy this year, simple designs naturally leave room for people to create, and then upload pictures.

Good thing emoji showed up. Starbucks also quickly caught on to the trend. The emoji is popular among young people-it has recently updated more than 100 emoticons, including rolling eyes-the Cassandra Report report released by research firm Deep Focus says that four out of every 10 millennials prefer to communicate with people with pictures and emoticons rather than words. Starbucks is the second brand to have its own emoji after Coca-Cola. When the Red Holiday Cup is launched, enter the tag # RedCups on the Twitter to show the emoji of the red cup.

Starbucks has been wearing red paper cups during the holiday season since 1997.

"Thank you for bringing us profits. Merry Christmas!"

Of course, it is not without controversy. The design of this year's holiday paper cups has angered a group of loyal Christians. Because of the lack of Christmas elements, they even boycotted Starbucks on Twitter.

But don't be too serious. when the Christmas music is played, do you really celebrate with a red cup? They are thrown into the trash can after posting on WeChat moments or Twiiter. Two and a half months later, a Starbucks enthusiast website called "Red Cup Countdown" will begin a more than 300-day countdown, and Fields began to send the latest red paper cups to a company called International Paper in the summer of 2016.

In essence, red cups are like Christmas discounts in department stores, holiday marketing has always been to attract consumers. Only consumers are enjoying themselves.

Wish you a happy holiday in advance.

Source: first Business Weekly