2018 Coffee Industry Annual Big Data Report - We are about to reach the end of the hot war!

From "new retail" to "heart retail", the battle for the market will eventually stop!

This year has been an extremely busy year for the coffee market.

The new retail coffee market has experienced a lively battle for the spotlight, with capital, media, and coffee players building up for this grand event!

First, Luckin Coffee challenged Starbucks, and then Lian Coffee completed its B+ round of financing with 158 million yuan. With the cross-border introduction of capital, the concept of new retail has also become popular in the entire coffee market. Some people believe that this is an inevitable trend of "online traffic dividend encountering a bottleneck". The online traffic dividend has reached a bottleneck, so offline collaboration is needed to re-explore the traffic of offline channels to ensure the sustainable development of traffic. When the demographic dividend of the Internet is coming to an end, the business ideas of new retail have withstood the test of this era. When we are trying our best to think about where the next outlet is, it is better to think about the issue of "new retail" instead. When we talk about new retail, what are we talking about?

1. The traffic dividend has come to an end, and what we need to do is to maintain user retention

User retention is essentially about maintaining the relationship between brands and people. How to maximize the value of every touchpoint that connects with consumers is an important means to improve user retention. So, what is a touchpoint? A touchpoint is the time we usually spend on WeChat, our daily life and the various intentional or unintentional information exchanges with merchants. Similar to the forwarding coupons of Coffee Wings (social traffic)

Product-related information in official account articles or mini-program malls (online owned traffic)

In any scenario in life, brands are likely to come into contact with consumers and influence their purchasing behavior in the process.

2. Retention is to optimize traffic

1. The essence of touchpoints is traffic filtering and optimization: more precise and personalized.

If we divide the process of people's acceptance of brands on social platforms into four steps: "seeing, recognizing, liking, and sharing", then traffic thinking is at the "seeing" stage, and we need to enhance our mutual understanding through a large number of interactions with users. Users will recognize us through cognition, and we will further optimize our services through users' feedback on product experience, thereby truly mobilizing users' enthusiasm and trust in the brand. In general, the four steps of "seeing, recognizing, liking, and sharing" will truly form a closed loop that can act continuously.

2. Cultivate customer stickiness, consumption habits, and establish a long-term brand

Coffee Wings stores are already well known to the public and have a certain degree of brand recognition. As one of its products, the unmanned self-service coffee machine itself has its own traffic advantage. By improving the online and offline interactive experience, every guest who can be associated with your brand and product can become your fan, potential customer, loyal customer, and eventually become a social promoter of the brand, completing the transformation from unfamiliar to familiar to favorite, and becoming a social node for the brand to further fission on social platforms. This is indeed an important means to maintain user retention in the new retail era.

3. The Essence of New Retail

In the new retail era, online traffic is transferred to offline based on the Internet social platform. New retail should provide a high-quality and more realistic scene experience.

1. Most people are willing to pay for the experience

When it comes to coffee, I believe everyone thinks of Starbucks the most. However, those who have had coffee know that the taste of Starbucks coffee is not high-quality in the entire coffee market. It can be said that the taste and price are not in the same level. However, Starbucks still has many customers and is doing very well. Why? Space. Starbucks will provide you with a very comfortable environment, allowing people to experience high-quality service experience, that is, paying for the environment.

2. The essence of new retail is from "new retail" to "heart retail"

Of course, as consumers become more and more picky about coffee drinks, they have higher and higher requirements for the quality of coffee products themselves. More and more local brands have discovered this problem. Starting from the multi-dimensional service experience of product quality, product price, promotional activities, etc., more Chinese consumers have a desire to buy it. I believe this is why the local coffee brands that have emerged in recent years can challenge Starbucks. What we sell is the high-quality products and services we provide with our heart. The essence of new retail is from "new retail" to "heart retail", which is why Coffee Wings has been insisting on "focusing on coffee for 18 years".

2018 is coming to an end, and the battle for the Chinese coffee market is coming to an end! The new retail landscape has taken shape, and there is a vast ocean ahead. Coffee Wings is also forging ahead. Whether it is new retail or traditional retail, we still firmly believe that doing retail with "heart" is the source of brand life! Coffee Wings has been focusing on coffee for 19 years, and we look forward to its performance in the new battlefield.