"The traditional decorative box matching is too beautiful...""Do not want to buy moon cakes, just want bags..."
As the Mid-Autumn Festival is approaching, a restaurant brand has introduced moon cakes across the border as a rule. Their loyal fans are also praising the box of moon cakes as too beautiful. This "moon cakes marketing" should have been successful as a rule.
However, amazingly, two weeks later, the brand actually launched the "moon cake box" at a price of 1,380 yuan. In a few days, the total sales exceeded 500,000 yuan.
Yes, it's Starbucks again. Chinese people fell into Starbucks'Cat Grab Cup earlier. Why can't they resist Starbucks' Moon Cake Box?
Three Models of Moon Cake Market
The pattern of two days of ice and fire
Mooncakes have been the symbol of Mid-Autumn Festival since the Tang Dynasty. Although they were sold only in the Mid-Autumn Festival, their sales in 2017 still reached 14.6 billion yuan and in 2018 increased to about 15.8 billion yuan.
In China, there are three modes of mooncake sales. One is enterprise group buying. However, under the restriction of "three public consumption", the group buying channel once fell into a low ebb, and it was not until 2018 that it showed signs of recovery.
Second, it is the retail channel of Shangchao. This is the most traditional way to sell mooncakes, but in this era when consumers'attention is fleeting, selling traditional products through traditional channels is tantamount to suicide. Sure enough, some reporters are visiting the mooncake counter of Yonghui and Carrefour supermarkets, and few people are interested in it.
The third model is the cross-border moon cakes that have sprung up in recent years. For example, Starbucks, Naixue, Haagen-Dazs, Skycat, Netease Koala and other industries across the border "robbery", all-round innovation, so that this small mooncake market, ushered in 300% growth.
Three tricks to drive consumers crazy
Starbucks sells mooncakes, not mooncakes.
Starbucks is the leader in the creative mooncake market. Today, the catering industry (canyinj.com) is discussing with you why "foreign mooncakes" always drive Chinese consumers crazy.
1. Taste innovation.
Chinese people are tired of the traditional taste of moon cakes. At this time, Starbucks came, blending exotic coffee, butter, strawberry into traditional moon cakes, creating "sea salt espresso flavored moon cakes" and "berry orange Jasmine moon cakes".
No one can remember the name, but it doesn't matter. The traditional quiet moon cake market is originally a group of sardines. What we need most is this kind of "catfish" stimulation.
Not that Starbucks mooncakes are delicious, but that consumers are too tired of traditional mooncakes. This is how product thinking works: it's better to be different than better.
2. Packaging innovation.
Taste innovation is just "inside". If you want consumers to perceive your innovation, then "face" innovation is also indispensable. Innovative taste needs to inform customers through packaging innovation.
Starbucks mooncakes are exquisitely packaged, instead of the old three mooncakes boxes "tin, Li Bai and moonlight", they are telling customers that they are innovative mooncakes and making a distinction between people. Their target customers are not housewives, but senior white-collar workers who also pursue exquisite and style.
As a result, Starbucks mooncakes sell for as much as three or four hundred dollars, but consumers still pay for them, depending on the packaging.
3. Marketing Innovation
Limited booking, hunger marketing, this is the most commonly used routine in the mobile phone industry, Chinese consumers rush to buy the iPhone Huawei millet for many years, has been hard-wired to cultivate a "no rush to buy explosives is not a good thing" mentality.
So, Starbucks put this routine in the mooncake industry, which is available on the original rotten street. A hungry marketing person who has no feelings for mooncakes would like to rub fresh and grab a box of hair to make a circle of friends.
Cat catches cups like this, mooncakes and mooncakes boxes are the same now.
Taste + packaging + marketing innovation makes Starbucks as successful as a single product, but this is only the surface. Because Starbucks seemingly is doing "mooncake marketing", in fact, what he is doing is "value shaping".
Starbucks, an international coffee giant, needs to sell moon cakes for profit? Obviously not.
Starbucks sells mooncakes to inform consumers that a box of Starbucks mooncakes will cost hundreds of dollars. Is a cup of coffee worth tens of dollars?
The mooncake box, which sells for 1,380 yuan, was launched jointly by Starbucks and Hermes, so as to let consumers buy Starbucks, associating Hermes with it, and thus demarcating the boundaries with low-end brands.
The price of a product is determined not by cost, but by value.
Three tricks to drive consumers crazy: Starbucks sells mooncakes, not mooncakes.
Other mooncakes sell dozens, Starbucks can sell hundreds of mooncakes, the same hundreds of mooncakes are also raising the value of Starbucks.