Founded in Shanghai in 2015, Manner Coffee started from a 2-square-meter stall and is currently valued at 2.8 billion yuan, and after receiving financing from Meituan Dragon Ball Capital and ByteDance in 2021, Manner has become the object of many venture capital. Even among coffee lovers, there is a popular saying: after 80 drink Starbucks, after 90 drink Luckin, after 00 drink Manner.
Manner was able to grow rapidly in the competitive coffee market, and positioning expert Gu Junhui analyzed that it can be said to have fought a beautiful low-price flanking war. You might say that Luckin is also cheap and expands fast, so how can Manner compete with it? I asked several coffee lovers, and they all agreed that Manner tasted much better, comparable to forty-five or one cups of coffee, and his hand-brewed partners also recognized Manner's ingredients. If there is any difference with Starbucks, it is more fashionable, newer, younger, whether it is the style of store decoration, or its petty bourgeois personality - the coffee that people who know more about coffee love to drink.
Let's talk about its similarity with Luckin in terms of price. Even if Manner has often launched marketing activities, the price is not high, but it is clever: in fact, it sells cheap but does not appeal to "cheap", even if you can reduce the cup by 5 yuan, it is also called "environmental protection", rather than similar to "spend less money to drink coffee", "lower price, the same quality" and other slogans. Another chain brand, Luckin, appealed for "cheap", forever discount coupons, has allowed consumers to develop the habit of not buying without discount coupons, "how can Luckin buy at the original price, loss", "let me buy Luckin for twenty or thirty yuan, it is better to buy Star Daddy" This is the idea of most consumers.
In terms of channels, Gu Junhui said that Manner's initial style of play was also very positioned. Deeply cultivate the city with high coffee consumption frequency - Shanghai, focus on the intensive opening of stores in the Jing'an Temple area, accelerate the expansion to other areas of Shanghai after the capital enters, and radiate to large cities such as Beijing and Shenzhen.
Finally, let's talk about Manner's performance in grabbing the minds of white-collar consumer groups. Manner does a good job of avoiding Starbucks' positioning of the "third space", and Luckin's positioning of "cheap", positioning it in "the coffee that people who know more about coffee love to drink". Although not as crazy as Starbucks and Luckin's expansion, Manner has established a more favored personality, and when you walk into the office building with a cup of Manner, you naturally feel that you are a person who knows more about coffee, not only more than drinking Starbucks
Petty bourgeoisie is more good, and there is no need to worry about others thinking that you are buying "cheap". Once occupied by such a recognition, Manner took a key step, just like Gu Junhui mentioned in previous issues: modern business warfare is a mental war, and the product is only an appearance, not so "important"; the brand must have "something" at the mental level.
Would you choose a cup of Manner that the post-00s love to drink?