The "classic" and "mellow" of selling coffee are no longer important?

With this cup of coffee, you can control your weight, prevent colds, improve your IQ, and reach the pinnacle of your life. Well, maybe it's not true, it's just a little delicious.

No matter "bulletproof coffee" or "herbal coffee", can they go far enough in the name of coffee but not coffee?

The "edge ball" of playing coffee.

Both of these products are popular.

Maybe it's because the Spring Festival diet is too greasy. Recently, in the news about coffee, bulletproof coffee has become popular again.

The recipe is open and simple-two tablespoons of coconut oil, one teaspoon of cream and one teaspoon of vanilla essence are put into freshly brewed black coffee and stirred slightly, OK.

The proportion of this kind of product, which is quite different from that of traditional coffee, will inevitably make some classic coffee owners question-can this thing be called coffee?

Dave Asprey, founder of ▲ bulletproof coffee

Founder Dave Asprey doesn't seem to care about this, and he may not even have time to join the discussion. For a technician with an MBA from Wharton, selling well is enough.

Coincidentally, in China on the other side of the ocean, the old traditional Chinese medicine store established in 1874 also sold coffee-Herbs-Espresso caused a lot of discussion as soon as it opened.

Will the traditional Chinese medicine version of coffee produced by ▲ Chinese medicine store have the taste of traditional Chinese medicine?

The shop provides four series of coffees: heat-clearing and detoxification, beauty and light body, calming the mind and stomach, and herbal Qingyuan, all of which extract different herbs through a coffee machine and match them with fresh fruit and milk. Besides the light fragrance, there is also the smell of herbs, which is said to be OK.

It's just that this has nothing to do with coffee, it should be called "herbal preparation".

It is such a series of "coffee-free" products, but quickly attracted widespread attention, media reports, foodie have visited stores, personal testing articles are overwhelming.

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Coffee is just the tipping point for them to open the door.

Like high-calorie food, but have to face the obesity and "wealth disease" caused by unhealthy eating habits, and the "bulletproof coffee", which emphasizes delicacy and weight loss, aims at the pain point of the western coffee market, which is different from the classic coffee. Help it quickly open up a market.

Ka Men believes that coffee is only the "tipping point" for him to open the door, and the platform effect produced by the coordination of categories enables him to enjoy the long-tail market brought about by scale.

Similarly, the so-called traditional Chinese medicine version of coffee is the Western-style processing and packaging of oriental treasures, which itself is a topic point; at the same time, in the name of "coffee", cross-border mixing with health benefits will attract not only young consumers.

Of course, the sustainability of the market remains to be tested by time. Carmen believes that this is a useful experiment for a century-old shop.

In fact, promoting weight loss in a fat-rich way may not stand up to scrutiny.

The health effects of a drink rich in Chinese herbal medicine also seem to be limited.

However, these two cases have one thing in common-their products put aside the so-called "classic" and "mellow" and benefit from it.

In terms of publicity, the characteristics and topic of the product itself has become an excellent marketing method.

Put aside "classics" and "mellow positive"

Can they go far enough?

In Silicon Valley's fast-paced technology industry, bulletproof coffee is a selling point that is easy enough to worry about and helps to improve efficiency, and it's hard not to be popular.

Healthy lifestyle provides enough talk to allow Dave Asprey to excel in content marketing, and its health podcast of the same name is said to have been downloaded 20 million times.

Although the content is generally "how to live a good life" soul chicken soup, even though we all understand that its ultimate goal is to sell related health products, isn't it something that stressed urbanites are eating?

▲ Dave Asprey claims that drinking the coffee together has raised his IQ by at least 20 points.

The choice of Herbs-Espresso is also noteworthy. According to relevant media reports, the posters of the coffee shop without a single coffee bean can be seen everywhere to "challenge" Starbucks, with prices approaching-- 33 yuan for a medium cup and 36 yuan for a large cup.

Not only let consumers who are concerned about health preservation and like to taste fresh have something to look forward to, but also attract a large base of "star dads" to come to have a try to help them get through the market training period more smoothly.

This is precisely due to the attractiveness of the product itself.

Then again, at present, there are numerous pain points in the domestic coffee market, and there is a seemingly superficial but unavoidable problem--

That cup of classic and bitter brown soup, is its taste really popular with domestic consumers?

If you want to open a coffee shop, you have neither the high-tech power of Silicon Valley to endorse it, nor the heritage of a century-old shop.

At the very least, you can pull up a "coffee-like" product and crush everything in taste, can't you?

(source: Ka Men, author: Tang Di)