In March, the warmth gradually rises, but the new tea drinking track that should continue to heat up is in full swing, and under the problems of the turbulent change of the head brand and the difficult survival of small and medium-sized brands, the new tea drinking track with a scale of more than 100 billion yuan is jokingly called "siege" by the industry.
However, in the case of the external struggle to enter the game and the continuous bitterness in the bureau, the Snow King, who used to burst the consumerist bubble with a cup of milk tea, not only bucked the trend of the new tea drinking track with serious internal volumes, but also released news recently that he wanted to enter the coffee market.
5 yuan coffee into the game, with high cost performance all the way to the top
Recently, head coffee brands such as Starbucks, Tims, etc. have said that some products will be raised to 1 to 3 yuan. In the face of this wave of coffee price increases, many workers have called out that it is difficult to achieve "coffee freedom". At this time, the national brand Michelle Ice City launched a sub-brand lucky coffee in the thousands of calls, and easily entered the coffee market at a price of 5 yuan.
Facts show that lucky coffee stores have reached 600, the number is still rising, according to public data, an average daily turnover of a store in Henan has exceeded 16,000 yuan. Lucky Coffee quickly opened up brand awareness with instant prices and freshly ground quality, and gained a foothold in the long-vacant low-end market of the coffee industry, successfully cashing in on the market bubble of "everyone can afford to drink coffee".
This also shows that in the consumer market, cost performance is one of the main factors of mass consumption. Of course, the cost performance factor is also indispensable in other industries. For example, in the recent liquor industry, there is a "donkey" with a cost performance, with the advantage of "three highs and one flat" successfully narrowed the distance between liquor and young consumers, only 3 months after listing, it was valued at more than 100 million yuan by capital!
3 months valuation of over 100 million, only 1 year to shout the giant "BullPen Mountain"?
At the moment when the post-90s and post-95 generations have gradually become the main body of consumption, the rejuvenation of liquor has also become the direction of traditional liquor innovation, and has also become an industry that many capitals pay attention to. And this "donkey", which has been listed for only 1 year, not only has a valuation of more than 100 million yuan in the 3 months of its market launch, but also entered dozens of district and county markets, which has been welcomed by a large number of consumers. Not only that, but it has also publicly called out the wine giant "BullPen Mountain" in the near future! With such a strong momentum, people can't help but wonder what its origins are?
Careful investigation found that its origin is indeed not small, not only backed by the century-old brand - Beijing Erguotou Distillery, but also its founder also studied under the wine industry "Whampoa Military Academy" known as the Golden Luk Fook Wine Industry, in the wine industry for nearly 8 years, because of its strong execution and stubborn character is also called "wine industry Xu Sanduo". In addition, it is supported by Jiang Xiaobai's "old rival".
National masters sit in the seat, and the top team joins
Although its origin is not small, the donkey kicking team has never slackened in quality, appearance, feelings and price. In order to do a good job in wine quality, the donkey kicking horse team three times asked the Chinese wine critic to contribute to the text, Gao Lianhua and his wife out of the mountain, strictly control the quality at the same time, but also improved and upgraded it, after hundreds of times of brewing, only to obtain the donkey kicking horse "pure soft cotton net" excellent taste. In the end, in hundreds of blind tests in the market, it won a 90% positive result.
Not only that, they found the industry's top design team, using a simple crystal bottle as a container, the packaging design of the bottle body uses a refreshing emerald green as the background color, making people feel clean and natural at a glance. It is worth mentioning that the cute and cute "donkey brother" painting on the bottle adds a finishing effect to the entire packaging design.
Activate IP to enhance affinity, trend publicity to expand visibility
In addition, the name "donkey kicking horse" is also a lot of effort. After reading several historical classics, from the predecessor of the second pot head, Jinlan Wine, "Instead of getting drunk on the donkey, but making the donkey kick the horse", it means that "this wine is not good to drink", and the "donkey kicking horse" was set. Subsequently, in order to be more suitable for young people, its team took the image of "donkey" as the image, giving it the character of "optimistic, persistent, and a little two" of the current young people, and creating the IP image of "donkey brother" on his bottle.
When more and more liquor brands are seizing the high-end market, Donkey Kicking Horse has set its sights on the low-end consumer population, pricing the product at a price range of 30-40 yuan, and its advantages of "3 high and one flat" have quickly narrowed the distance with young consumers.
In this era where traffic is king, the donkey kicking team has adopted a new marketing approach of online digitalization + offline refinement in marketing, and adopted the method of "double-line publicity" to open up brand awareness. Online, Donkey Kicking Horse has won the call support of well-known actors such as Xuecun and Song Xiaofeng through cooperation with the current popular film and television dramas and variety shows.
Offline, it launched activities such as "million tasting" and "scan code red packets", and put large-screen advertisements in the core areas of well-known cities across the country, setting off a green storm and successfully opening up brand awareness!