Coffee industry information: how many tricks are installed in Starbucks red cups that have been brushed?

Has your moments been scrubbed by Starbucks' red cups recently? It is reported that around November 3, all Starbucks stores around the world were replaced with red paper cups, and the "recommendation" page on Instagram, the social app for pictures, was quickly occupied by it. However, Starbucks in the global consumer group is so huge, at the same time launch the same paper cup is not only troublesome, the cost is also high, at this time to change the red cup in the end how many intentions? Is it just to celebrate Christmas?

In fact, since 1997, Starbucks has replaced the classic white paper cups in its stores with red designs during the annual "Holiday Season" (from before Thanksgiving until the New year).

Why did Starbucks change to red cups at this time?

Starbucks is not so much excited about this cup as it is bullish on the "holiday season" and uses festivals to create topics for marketing.

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.

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.

Can a red paper cup bring any real sales?

Starbucks is not selling this red paper cup. It prefers you to buy three special coffee drinks it launches this holiday season. This year's launch in China is an Italian Christmas latte, cranberry white chocolate mocha and toffee hazelnut latte. 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.

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.

You can't help but start your moments.

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. Starbucks' official account continues to retweet photos taken by users or created on paper cups every day, and this year's design style clearly has a reference to social networking.

"this year we hope to convey the holiday mood in a more open way." Fields explains the design that looks a little lazy this year, simple design naturally leaves room for people to create, and then uploads pictures to maintain user stickiness.

Christmas is about creative design.

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 bakeries, holiday marketing has always been to attract spending. Christmas is coming. Are you ready for your marketing plan?

Source: home of Baking Friends