Transferred from Cui Zhe:
This year, Qixi Ruixing boldly attacked, directly looking for the "Qixi Top STREAM IP" sad frog came to a joint name to create a "Qixi does not goo frog Rui likes you" activity.
Pushing back with the pronunciation of the plug Q, "Frog Rui likes you" is "very like you".
On Luckin's cup sleeve and paper bag, two lonely frogs compare their hearts to you.
That's right, this year's Tanabata Festival, the grunt frog has an object.
In this wave of campaign, Luckin focused on promoting three coffee drinks called the "Love Trilogy" and produced memes and mobile phone wallpapers.
The day before Tanabata, Starbucks released its latest quarterly earnings report, although the overall performance achieved a 9% increase, but the Chinese market revenue fell by 40% year-on-year, same-store sales shrank by 44%, transaction volume fell by 43% year-on-year, and the average unit price fell by 1%.
Such a comparison can show that even if many offline catering enterprises have been affected by the epidemic on a large scale, Ruixing, which has used network thinking to create business models and rely on "self-pickup + takeaway" to link customers for sales since its inception, has instead bucked the trend and entered a positive cycle of development. And the brand compound interest play may be the accelerator.
For example, at the beginning of April this year, Luckin and Coconut Tree jointly signed a "Jade Flower + NINA" contrast, and the comedy effect was full.
In the future, the brand reconstruction under the new traffic logic will inevitably shift from "universal casting of nets" to "key fishing". Just like Luckin's way of playing, the product is star-stared and the "compound interest" growth is achieved. At present, this transformation has quietly occurred.
#瑞幸咖 #
