中国品牌新闻网:品牌营销如何把握消费者的痴狂 星巴克给你答案

时间:2019-08-06 13:48       来源: 未知 www.brandnewsw.com

中国品牌新闻网www.brandnewsw.com:品牌营销如何把握消费者的痴狂 星巴克给你答案
“传统纹饰的盒子配色也太好看了吧...”“不想买月饼,只想要袋子...”
"The traditional decorative box matching is too beautiful...""Do not want to buy moon cakes, just want bags..."

中秋节即将到来,一个餐饮品牌又循例跨界推出了月饼,他们的死忠粉们又在循例地夸赞月饼盒子太漂亮,这个“月饼营销”本该循例地获得成功。
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.

然而让人瞠目结舌的是,两星期后,这个品牌居然真的推出了“月饼盒”,售价高达1380元,短短几天销售总额就突破了50万元。

没错,它又是星巴克,国人早前沦陷在星巴克的“猫抓杯”,为何又无法抵挡星巴克的“月饼盒”?

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?

月饼市场三大模式

冰火两重天的格局

月饼,自唐朝开始就是中秋节的象征,虽然销售时间仅在中秋时节,但是月饼2017年销售额仍然高达146亿,2018年增长到了约158亿。

在我国,月饼销售分三大模式,一是企业团购,但在“三公消费”限制下,团购渠道一度跌入低谷,直到2018年才是回暖的迹象。

二是,是商超零售渠道。这是最传统的月饼销售渠道,但是这个消费者注意力转瞬即逝的时代,用传统渠道卖传统产品,无异于自杀。果不其然,有记者在探访了永辉、家乐福等大型超市的月饼柜台,鲜有人问津。

第三个模式,就在近年来兴起的跨界月饼。例如星巴克、奈雪、哈根达斯、天猫、网易考拉等各行各业的跨界“打劫”,全方位的创新,让这个一小众月饼市场,迎来了300%的增长。

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.

三招让消费者痴狂

星巴克卖得却不是月饼

而星巴克正是创意月饼市场的佼佼者。今天,餐饮界(canyinj.com)跟大家探讨一下,为何“外来的外行月饼”,总是让中国消费者痴狂?

1、口味创新。

传统的月饼口味,国人早已吃腻了。这时星巴克来了,把外来的咖啡、黄油、草莓等融入了传统的月饼,硬是创造了“海盐意式浓缩咖啡风味月饼”、“莓果橘香茉意月饼”。

名字长到谁都记不住,但是没关系,传统沉寂的月饼市场本就是一群沙丁鱼,最需要的就是这种“鲶鱼”的刺激。

不是星巴克的月饼多好吃,而是消费者对传统月饼太厌腻。产品思维正是如此:与其更好,不如不同。

2、包装创新。

口味创新只是“里子”,想让消费者感知到你的创新,那么“面子”的创新也是不可或缺的,创新的口味需要通过包装创新告知客户。

星巴克月饼精致有逼格的包装,一改以往月饼盒“铁皮、李白、月光”这老三样,既是告诉客户,这是创新的口味的月饼,也是在做人群的区分,他们的目标客户不是居家大妈,而是同样追求精致和格调的高级白领。

也由此,星巴克月饼售价高达三四百,消费者却依然买单,靠的正是包装。

3、营销创新

限量预定,饥饿营销,这本是手机行业最惯用的套路,中国消费者抢购iPhone华为小米多年,已被硬生生培养出“不用抢购的爆品不是好东西”的心态。

于是,星巴克把这个套路,放在了原本烂大街触手可得的月饼行业,一个饥饿营销,搞得原本对月饼无感的人,都想去蹭一下新鲜,抢一盒发个朋友圈。

猫抓杯如此,现在的月饼,月饼盒也一样。

口味+包装+营销的创新,让星巴克多一样成功的单品,但这仅仅是表面。因为星巴克表面上是在做“月饼营销”,实际上他做的是“价值塑造”。

星巴克一个咖啡的国际巨头,需要靠卖月饼盈利吗?显然不是。

星巴克卖月饼是为了告知消费者,一盒星巴克月饼就要卖几百块,那么一杯几十块的咖啡还贵吗?

这次售价1380元的月饼盒,是星巴克与爱马仕旗下“上下”联合推出,为得就是让消费者买星巴克,联想到的是爱马仕,从此与低端品牌划开界限。

“价值不到,价格无效”,一个产品的价格不是由成本决定的,而是由价值决定的。

其他月饼卖几十块,星巴克的月饼可以卖几百块,同样这几百块的月饼也在抬高星巴克的价值。

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.

 



本文标题:中国品牌新闻网:品牌营销如何把握消费者的痴狂 星巴克给你答案
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