[Aside from all viewpoints, what are the powerful marketing methods of Luckin coffee that we can learn from]

1. Invite powerful celebrities to speak for it and accurately position the brand style.

In the beverage chain industry, brands rarely invite celebrities to speak for them. For example, Starbucks has no spokesperson. However, Rui Xing just doesn't take the usual path. At the end of 20 17, the newly established Luckin coffee invited Tang Wei and Zhang zhen to launch promotional videos and print advertisements with the theme "Who doesn't love this cup?" And popularize it on a large scale. Tang Wei and Zhang zhen, as the representatives of China's powerful actors, are surrounded by a large number of fans and are goddesses in many people's hearts. The endorsements of the two big coffees are the recognition of the brand strength of Ruixing. The commercial elite images of Tang Wei and Zhang zhen in the advertisement also reflect Ruixing's positioning of "business office" consumption scene. This year, in order to promote the new tea brand "Lu Xiaocha", Ruixing invited a new generation of powerful star Liu Haoran to speak for it. Liu Haoran's image is sunny, handsome, clean and refreshing, and has a high popularity among young people. His fans are highly coincident with the target consumers of Ruixing tea. With the help of Liu Haoran's potential energy, Ruixing Lu Xiaocha is deeply rooted in people's hearts.

2. Touch porcelain Starbucks and establish the image of industry challenger.

Touching porcelain marketing is a way of deviation. A brand with low popularity can quickly enhance its popularity by actively generating friction with big brands. 20 18 May, Luckin coffee sent an open letter to Starbucks, "Give the industry a fair chance to compete and give China consumers more choices". The letter pointed out that Starbucks signed exclusive agreements with its partners and properties, which affected the entry of Ruixing Store and was suspected of monopolizing competition. Ruixing will formally sue. Although Starbucks reacted coldly, "we have no intention of participating in the marketing hype of other brands. Ruixing still attracted a lot of attention in a short time because of touching porcelain, which enhanced the brand awareness.

3. Cross-border mode, using well-known brands to increase the volume.

Cross-border cooperation between brands is a common practice in marketing today. The cross-border of Luckin coffee has also crossed many well-known brands.

20 19 At the end of March, in order to commemorate the 20th anniversary of QQ's birth, Luckin coffee and Tencent QQ jointly established the theme coffee shop "QQ 1999 beta" in Nanshan, Shenzhen. Within one month of opening, consumers can get a free latte and a two-month QQ limited doll gift when they show their registered 5/6-digit QQ number in the store. Let early users have a strong nostalgia, and a wave of memories will also inspire people to spread widely. Thanks to this joint activity, Ruixing, a newly established company, also gained a little historical significance, and promoted Ruixing's brand image through Tencent's endorsement. In July, 2065438+2008, in order to celebrate the listing of Xiaomi, Ruixing opened a pop-up shop in Xiaomi office area to pay tribute to Xiaomi with "a toast to love". On June 5438+ 10 of the same year, Ruixing and Huawei Cloud appeared at the "20 18 Huawei Full Connection Conference" to add the AI concept to coffee. People can get a free cup of coffee just by "comparing hearts" in front of the screen. Luckin coffee gives its products a unique sense of technology and makes coffee more meaningful by resonating with technology brands.

Finally, I hope our little blue cup can survive.