Recently, I have quietly noticed the rapid expansion of Kopi Luwak Coffee, which naturally reminds me of American Starbucks, Taiwan Island Coffee, Luckin coffee, KFC cafe, and so what is the marketing strategy? Kopi Luwak Coffee has been on the domestic market for some time. Generally speaking, I still understand the market, although it is still the best coffee in terms of blending, But never see where the best is? In the past year or two, this so-called "best" has made people feel a little bit. Just look at the price.
Starbucks has started a strategic transformation in the past two years. After the trademark has further simplified the image of Banshee, it has accelerated the pace of expansion. It is said that there were more than 90 in China last year. In a sense, it also lowered its figure and increased its own-brand OEM products. After the strategic transformation of Starbucks, the main business unit focused on choosing partners in Hong Kong.
With the absolute dominance of Howard Schultz, Starbucks has made Starbucks flourish, distinguished and sold globally. He first organized Starbucks' previous "a bit messy", and then positioned Starbucks under the theme of coffee. Starbucks’ impression of the Chinese people is that it is located in a high-end office building with a small area and an unregulated place, a bar with a few square meters and some brown coffee sofas, plus a few not very high-end, small round tables, some are open-air, and so on.
The choice of this address is the first lifeline for Starbucks. I guess this choice must be related to the level of the office building. Because opening a shop in this place is the basis for the price of coffee and the foundation for the noble brand. Choose a coffee shop on the first floor of a high-end office building. It is a venue for high-level business people and a place where people with identities often enter and exit. No matter what Starbucks sells, putting up a sign here is already very influential. Based on this, the smart Schultz said that he would not advertise. In fact, Grade A office buildings themselves are good advertising carriers; the so-called pragmatic style of relying on word-of-mouth communication makes Starbucks even more distinguished.
If the secret of Starbucks is to open stores in high-end office buildings, then to defeat Starbucks, you must open stores in higher-level office buildings or in more luxurious places; or open stores in more expensive locations. Cat Shit Coffee began to adopt a bundling strategy and cooperate with some well-known supermarket chains, such as Jusco. This effect is not enough to overwhelm Starbucks. Although the catering institutions that cooperate with Jusco are also very advanced, they are not enough to surpass Starbucks. In other words, Kopi Luwak Coffee "stands" with Jusco and its partners, and can't find the feeling of a coffee shop. To put it bluntly, you can never surpass Starbucks when you open a store in such a place.
In today's brand world, if you want to gain advantage, you must first gain brand advantage. In fact, no one knows, no one knows, whether it is Starbucks or Kopi Luwak Coffee? The things they sell are almost the same, only the place and the brand are different. Under such a cognitive premise, how does Kopi Luwak Coffee rely on the recognition fact that Kopi Luwak Coffee is globally recognized as the "best" coffee to challenge Starbucks' status as the coffee leader becomes the key, and in terms of the differentiation of retail formats , Starbucks obviously sells more categories than Kopi Luwak Coffee.
In this sense, if you want to defeat Starbucks, you must first surpass Starbucks in terms of location. Kopi Luwak Coffee is based in Guangzhou, and it must first seize a dominant position in important areas of Guangzhou, and form a consumer cognitive advantage in relative quantity. In addition to the aforementioned cooperation, Kopi Luwak chose a position comparable to that of Starbucks and even more creative to display itself. After opening the country's first store in China Plaza, Tiyu East Road and other places also opened stores one after another.
What is creative is the opening of a store in Guangzhou's most popular book shopping center in Guangzhou. I have carefully looked at the doorway of the site: this was originally part of the first floor of the Guangzhou Book Center. It used to be a specialty store for all kinds of souvenirs: commemorative plaques for the Olympic Games, Asian Games souvenirs, etc., but now it is on the side of the main entrance. Opened a shop, and it is connected to the bookstore. I think this is the most powerful store opened by Kopi Luwak Café. Due to the continuous growth of online book purchases, the business of physical bookstores is obviously not good. Digging the corner, it can be seen that the business team of Kopi Luwak Coffee has entered the marketing state. As long as the financial strength is sufficient, it will be able to establish the best consumer awareness of Kopi Luwak Coffee in Guangzhou first.
On the other hand, Starbucks is clearly increasing the category sold in supermarkets. This approach is contrary to brand positioning. The sales categories within Starbucks self-operated stores are also increasing. At the same time, OEM products are also increasing. This trend of expansion is a trap for the brand. From the beginning of the transition in 2011 to today, Starbucks is still in a chaotic consumer perception. Recently, I opened a Starbucks downstairs. Although the location of my home is not a high-end office building, but a residential area; however, Starbucks entered together with Pizza Hut and KFC; and the three are exclusively connected by a row. What's more interesting is that Pizza Hut and KFC, which were originally a family, deliberately sandwiched a small Starbucks in order to maintain the brand, separating the two of them.
Because this location can be seen from the upper floor of my house, I paid attention to the decoration of this store from the beginning. To my surprise, the decoration was completed in less than a week. Moreover, the renovation master said that there will be more than a dozen renovations in Guangzhou in January alone. And their decoration requirements are extremely strict, and the Hong Kong staff came to guide and supervise the construction. They are very particular about every aspect, and there are many doorways in it. Although, from the appearance, there is no difference, in fact, there are many tips to attract consumers. When you know that businesses are using techniques to induce you to spend, you may be disgusted. Specifically: They have considered and deployed all aspects, such as: painting, color, taste, smell, internal space, layout, internal and external convergence, etc., especially consumer psychology.
In the branding of coffee shops, talents cannot but be mentioned. Hong Kong people are indeed adept at making brands. Whether it is Starbucks, Buon Ma Thuot, and whether it is Wong Lo Kat or JDB, the successful operation comes from Hong Kong people. Through the decoration of Starbucks downstairs in my own house, I deeply feel that Hong Kong people have extremely meticulous research on brand building. In terms of brand consumption experience, the reality of Hong Kong's little money has created a large number of elites in Hong Kong brand store management.
Coffee is a consumer product matured in European and American countries. Brands and products popular in developed countries have a natural advantage when they go global, which is also a manifestation of people's own needs. In the process of shaping the location of the coffee shop, the operators used the local people’s admiration and familiarity with local buildings to successfully implant their brand stores in landmark buildings, thereby indirectly implanting consumers’ In the mind, that is, in the mind of the consumer in the positioning theory.
This is obviously a shortcut, which comes from the effect of the proportion of advertising investment. In other words, opening a store in a high-end office building is actually a branding practice that is different from media advertising. I believe that this effect is much more pragmatic than blindly "I don't know where the other half of the advertising costs have been invested". From the perspective of a city, that is, for consumers in this city, opening a store in the location of the most landmark building in the city is the best positioning area, which is equivalent to the best time for traditional media such as TV. Segment advertising. Different from media advertising, opening a store at a landmark location in a city requires a certain amount of synergy. One is the best time representation method; the other is the best spatial position representation method.
Coffee has become synonymous with store consumption, which is the success of brand building. The categories, stores, and brands of a FMCG are blended together. Starbucks is currently synonymous with coffee and coffee shops. This is a fact. If Buon Ma Thuot wants to gain something in this respect, Starbucks must become the object of its conquest. This is a battle for brand awareness, a battle for store location, and a battle for the number of stores in the future.
Daily coffee news from Kopi Luwak coffee bag packaging machine manufacturer HondaPack!
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