1, let's start with Luckin coffee.
Let's start with Luckin coffee.
Let's talk about the brand strategy of "wireless scene" first. Compared with the "social space" of traditional coffee brands, Luckin Coffee emphasizes meeting the needs of customers in various scenarios in the era of mobile Internet. Qian also announced the brand strategy of "Any Time" of Lejin Coffee. According to this strategy, Luckin Coffee will open different types of stores to meet users' diverse scene needs, including flagship stores and relax stores that meet users' offline social needs, pick-up stores that can quickly pick up goods and serve business people, and take-away kitchen stores that meet customers' delivery needs. Through differentiated store layout, Luckin Coffee will realize all-round coverage of various demand scenarios of consumers' daily life and work.
"We are not just taking out food, not just eating in restaurants, but meeting the integration needs of users in the mobile Internet era." Qian, founder and CEO of Luckin Coffee, has repeatedly stressed from the very beginning that Ruixing covers "any time" with a new retail method combining online and offline, realizing the balanced integration of products, prices and convenience, and providing China consumers with cost-effective and convenient coffee choices.
Online ordering meets the "anytime" needs of customers, and with the instant delivery of take-away, hot coffee can be delivered to customers quickly; Offline stores meet customers' demand for "everywhere", shorten the time for coffee to reach customers by several times, reduce the marginal cost of opening different types of stores, and at the same time ensure the fragrant taste of coffee to the maximum extent, so that customers can feel like "taking a coffee shop with them", which echoes the "infinite scene" and makes this seemingly abstract corporate strategy visible to customers-Blue and White Lip Deer Shop.
More importantly, through the continuous extension in the corner of the market, consumers who were previously inaccessible will also enter the customer circle of Luckin Coffee in large numbers and become new entrants in the coffee market.
The traditional consumption scene of coffee is relatively simple, that is, leisure and social interaction, while Luckin Coffee puts forward the brand strategy of "unlimited scenes", which is different from Starbucks, and uses the traffic of the Forbidden City, Tencent and Netease news to explore the possibility of more consumption scenes, so as to better reach users; Therefore, Ruixing has made great efforts in the outer packaging-brand joint name. For example: Feng Tang × Ruixing, Forbidden City × Ruixing, Tencent × Ruixing and so on.
The traditional consumption scene of coffee is relatively simple, that is, leisure and socialization. But Luckin Coffee put forward the brand strategy of "unlimited scenes", which is different from Starbucks. With the help of Tencent's traffic advantage, we can empower the brand and explore the possibility of more consumption scenarios, so as to better reach users.
From the perspective of choosing a brand spokesperson, Luckin Coffee's stars are all good in image and reputation, which affects unlimited people. Through the star effect of Zhang zhen and Tang Wei, we can eliminate the strangeness to the new brand, produce empathy effect, and then have a certain intimacy to the brand. These two spokesmen are both high-quality stars, belonging to a relatively stable type in the industry, in line with the positioning: young business coffee.
Talking about product packaging, Luckin coffee's small blue cup and antlers are the characteristics and highlights of Luckin Coffee's packaging design. Now all major brands in various industries are seizing the color market and occupying their own colors. In the coffee industry, everyone is grabbing some colors that are familiar to the general public. Such as: red, brown, beige and white. Ruixing, on the other hand, takes simple blue as the main tone system, which is easier to remember. Strengthen the color and brand operation through IP, endow the Blue Cup with more connotations, improve the recognition, and highlight the value of business and coffee itself; At the same time, the deer image design highlights the rarity and dignity; Young consumers, vibrant vi design and exquisite spokesperson selection are enough to show that Ruixing has targeted high-end business groups from the beginning and its positioning is very accurate.
According to the law of edema, the first step to stimulate consumers' desire to buy-attention-is to attract attention with fancy business cards and bags embroidered with advertising words. So it is: interest? (Arouse interest), the common methods are cutting and pasting refined color catalogues and news clippings about commodities. Compared with other popular colors, blue, which is used by less merchants, is just a special color for the success of coffee packaging, which makes people find a relatively unpopular color packaging from familiar colors and can be noticed at a glance. Secondly, the packaging of Luckin Coffee will also add some cultural and fashion elements, which will be closer to life and make the coffee itself more interesting. It is not just a cup of coffee, it can be a collision between coffee and cultural and creative objects; It can also be a cup of fashionable items that can be drunk.
Let's start with Luckin Coffee and Starbucks. Luckin Coffee clearly declared war on coffee brands such as Nestle and investors planning to enter the coffee market. Here, you may think, isn't his competitor Starbucks? Who is Luckin Coffee's competitor? Most people think Starbucks is Luckin Coffee's main competitor. After all, Ruixing-guiding people's thinking, Starbucks is Ruixing's competitor. But the analysis just now said that Ruixing's target customers are corporate customers and white-collar workers. Office workers, and Ruixing mainly makes take-away coffee. The target customer base is different from Starbucks-positioning. When we know the main target customers of Ruixing, it is easy to find out who Ruixing's main competitors are. Which coffee brands have seized the coffee market of enterprise users before? Obviously, it is not Starbucks, but instant coffee represented by Nestle, or a convenience store represented by the whole family, selling coffee drinks, or making freshly ground coffee. Then why does Ruixing repeatedly emphasize "surpassing Starbucks"? There is a simple reason. Ruixun said to surpass Starbucks. In fact, he mainly uses Starbucks (Ruixun and Starbucks are the same brand) to promote himself and show his advantages over Nestle and his family.
Let's talk about Miss Gao again. Teacher Gao is a local cake brand in Fuzhou, specializing in thousand-layer bento cakes, desserts composed of cream, mango and thousand-layer skins, and the size of bento boxes. The main target customers are young mothers, mainly mothers of children aged 1 to 5. The marketing task is to put a series of posters on the brand WeChat official account and the regular WeChat group to persuade customers to buy a thousand-layer lunch for the National Day.
The following is Mr. Gao's advertising marketing method using multi-scene copywriting.
Create the following scenes before the National Day:
[If! Zhou Bianyou: A family went to the scenic spots around Fuzhou for an outing.
[If! Support list ]2. [endif] go back to your hometown; Fuzhou is the capital city of Fujian, and there are many women's hometowns in Ningde, Sanming and Nanping. They will go home on National Day.
[If! [endif] Stay in Fuzhou to receive old friends: Old classmates from hometown or university come to Fuzhou to play and need to be greeted and entertained.
[If! Support list ]4. [endif] Overtime: I have to go to work on National Day because of busy procurement cooperation.
These clear scenes cover many scenes of young mothers' National Day: when they go back to their hometown, they will inevitably meet their relatives and always carry some gifts in their hands. This kind of gift is generally not available in their hometown, but only sold in Fuzhou-sending a thousand layers of lunch. When an old friend comes to Fuzhou, he must be treated to a thousand-layer lunch, a local food brand in Fuzhou. It's hard to work overtime, and I feel wronged. I need sweets to comfort myself-eat a thousand layers of lunch. When a family goes out for an outing, they always bring some snacks and something to eat for their children-a thousand layers of lunch. Watching a play at home, my mouth is bored-eating a thousand layers of lunch. "Multi-scene" can stimulate the desire to buy, so that readers can imagine that at the end of the day, he can use the product repeatedly and get happiness and pleasure constantly, and become a common and inseparable good object in his life! The way to come up with scenarios is to gain insight into the daily itinerary of the target customer, think about what he will do on weekdays, weekends, small holidays, annual holidays and big holidays, and implant the products into these scenarios. On weekdays and holidays, people's arrangements are very different. Before each festival, we should predict the customer's arrangement in advance, naturally implant products, and use multi-scene copywriting to stimulate customers' desire to buy.
The principle of beauty-beauty, beast-animal, baby-baby put forward by david ogilvy, an advertising master, is usually called "3B" principle. Advertising, as a means of expression, conforms to human nature of caring about their own lives, and it is the easiest to win the attention and love of consumers. The baby involved in advertising creativity is actually not just a baby, but enlarged to the scope of children, because the various performances of minors have incomparable charm for adults. Everyone has experienced this charm, so they can get the message and go straight to their hearts. There is a TV advertisement about a toddler. At first, he couldn't walk two steps away from the toy, but he tried many times and failed. Finally, the baby climbed to the front of the toy with both hands and feet, holding the toy and laughing happily.
At this moment, as soon as the picture changed, the theme of the advertisement appeared-"Audi four-wheel drive", which caused the whole audience to laugh and everyone applauded the wonderful advertising creativity. Everyone has dreams, and people who love cars also have dream cars. Selling dreams is another attraction of car advertising. Mercedes-Benz's "Little Gardener Dream" makes this slightly old-fashioned brand glow with youthful vitality. In this advertisement, a little boy is holding a model Mercedes-Benz car in his hand, and there is a pit in front of him. It turned out that the little boy dug a pit in the small garden in front of his house, and wanted to throw his beloved Mercedes-Benz car model into the pit, then buried the soil and poured water on it. The little boy is happy at the thought that this "seed" will grow into an identical "Big Ben" driven by adults in the near future ... This advertisement shows the boy's desire for Mercedes-Benz with a childlike plot, and its appeal is really serious.
Mr. Gao invests his main target customers in young mothers, mainly 1 mothers of children aged five. At this stage, mothers are mainly children in their daily life and diet, and cakes and other foods can just attract children of this age, first attracting children and then attracting adults, so that their marketing can reach the target level through their inner desires.
Teacher Gao's advertising copy belongs to emotional appeal. Emotional appeal advertisement is a kind of information expression that directly appeals to consumers' emotions and emotions. Advertising uses emotional persuasion to make consumers feel good about the advertised products, and then buy and use them. Emotional advertisements convey soft information. The attraction of advertising lies not only in the visual impact on consumers, but also in their psychological impact. Because spiritual things last longer and have more vitality than material things. Improving the humanization and interest of advertisements is helpful to increase the attractiveness of advertisements. Mr. Gao's copy is divided into several scenes, and the emotional narrative method is used to make consumers feel the psychological impact before the National Day, and even the idea of "not buying it will lead to a bad National Day".
This also embodies the principle of market segmentation, that is, enterprises divide customers in the market into several customer groups according to certain standards, and each customer group constitutes a sub-market. There are obvious differences in demand between different sub-markets. Market segmentation is the basic work of selecting the target market. The activities of marketing in an enterprise include subdividing a market and taking it as the company's target market, and designing the correct "combination" of products, services, prices, promotion and distribution systems to meet the needs and desires of customers in the subdivided market. ?