One Thousand Four Hundred and Seven, Steady Profit Does Not Lose

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The reason why Xiao Feng adopted this preferential method was also because of two reasons.

One is this way. In fact, someone has verified it before, and the effect is very good.

And this merchant is the famous Costa Coffee.

Speaking of coffee chains, no one can ignore this rising star.

In fact, it is a rising star, but the rise of Costa Coffee is not short.

This is a coffee chain born in the UK, first born in London in 1971.

At that time, Europeans and Americans and coffee were mainly based on the traditional model.

It is black coffee, or the normal mode of coffee with milk and sugar.

The emergence of Costa coffee brought the taste of Italian coffee to the world.

The earliest Mocha, cappuccino and other flavored coffees were all born in this coffee shop.

Later, this kind of coffee with flowers became popular all over the world.

Later, this coffee also formed a chain store model and began to be sold all over the world.

But unlike Starbucks, this coffee chain, after all, originated in Europe, not as rich and powerful as Starbucks, which originated in the United States.

So the funds are naturally not as abundant as the Americans, so their speed of opening stores around the world is naturally slower.

It entered the Huaguo market ten years later than Starbucks.

It was around 2010 that we began to tentatively enter the Huaguo market, and it was not until 2015 that we increased our investment.

However, because of their cautiousness in the early stage, they missed the expansion period of gold.

In the subsequent competition with Starbucks, it directly fell into a disadvantage, both in terms of quantity and store location.

Obviously, the quality is not as good as Starbucks, so their source of customers is naturally much less than Starbucks.

But why Costa was able to swim upstream later,

Persisted in the confrontation with Starbucks, and became more and more popular?

Up to now in China, there has been a faint trend of having a second large coffee chain to compete with Starbucks?

In fact, it depends on their brilliant marketing methods.

That is, starting from a certain year, they suddenly launched a campaign.

When customers went to their store to order coffee, they suddenly found that what should have been thirty-four cups of coffee was actually free.

Instead? The waiter smiled and talked to them.

'Sir, we just launched a campaign recently. '

'That is, as long as you apply for our membership? Then this cup of coffee will be delivered for free? And it only costs 88 yuan to apply for our membership. '

'And this 88 yuan membership card? You will enjoy a 50% discount for your next ten purchases at our Costa Coffee. '

If any customer hears this, I'm afraid they won't be able to resist applying for a membership card. ,

After all, Costa Coffee? Although not as famous as Starbucks, the price is not cheap.

Starbucks costs 40 yuan for a cup of coffee, and their family costs more than 30 yuan.

Can get a cup of coffee for free, and spend 88? In the future, you can enjoy a 50% discount for ten consumptions at Costa. The most important thing is that 88 can also be deducted from consumption.

Who doesn't participate in such an event?

The price of this coffee is almost the same as drinking milk tea? How expensive is drinking coffee?

A cup of your milk tea costs more than ten or twenty yuan, and a cup of Costa coffee? After the discount, it only costs more than ten yuan.

The most important thing is to enjoy the environment of other coffee shops.

And in the future, as long as you become a member of Costa Coffee? They often hold various activities.

For example, points can be exchanged for coffee, or product discounts.

Anyway, it always makes your consumers feel anxious to squeeze the wool? Take advantage.

It is by relying on such a marketing strategy that Costa directly reversed the disadvantage in the competition with Starbucks.

From being under the pressure of Starbucks, it has turned into a profit.

Even later, it has formed a situation of gradually fighting against Starbucks.

And it wasn't until this time that Starbucks gradually became aware of it, so they sent someone to Costa to 'investigate' it.

It wasn't until this time that they knew that Costa actually adopted such a marketing strategy.

After that, Starbucks also began to adopt the same strategy and began to quietly cut prices.

As a result, they have gradually stabilized their position, but the advantage of the two large coffee chains confronting each other head-on is that domestic consumers have indeed gained certain benefits.

However, their discounts are actually not too great, mainly because their costs are actually not too high.

And for merchants, wool actually comes from sheep.

Consumers feel that they are taking advantage of it, but in the end it is the business that makes the money.

Otherwise, it would not be possible. Later, when Xing Xing started to subsidize crazily, he would be able to beat the top players in the industry like Starbucks to the ground.

The marketing strategy used by Costa Coffee Chain this time is to lock in the future consumption of consumers.

This routine seems very simple, but in fact, it must be an old fox who has insight into consumer psychology to formulate such a strategy.

After all, coffee is an ordinary roadside drink in foreign countries, but when you get it in China, you have to carry it up, and you can't lower your value.

Because in this way, high profits can be guaranteed.

In this way, you can't just drop the price casually.

And Costa adopted a very ingenious method to bypass the hurdle of price reduction, so that his behavior did not appear to be self-depreciation, but an active promotional activity.

In this way, it not only keeps the word of mouth for itself, but also wins over consumers to the greatest extent.

So Xiao Feng still approves of their routine very much.

And Xiao Feng believes that the second reason why he can succeed this time is that although he adopted the path that Costa took back then, his shots are much more generous than Costa.

You spend 88 in Costa, open a membership card, just get a cup of coffee for free, and the remaining 10 consumptions are only half discounted.

This time, the Juice King launched an activity of giving 11 cups directly for 88 yuan.

And it's fruit juice, milk tea, and coffee, all kinds of drinks are not limited.

This is much more generous than Costa, and more direct.

On average, not even eight yuan per drink.

You must know that this is an internationally renowned chain beverage store that is not as famous as Starbucks and Costa!

The decoration environment in the store is definitely not weaker than Starbucks and Costa.

And because it is a back wave, the interior decoration style closely follows the interests of young people at the moment, which is definitely more trendy than Starbucks and Costa.

In such a store, if you spend eight yuan to buy a drink and sit for an hour, you will definitely not lose money.

It will definitely satisfy many people, pretending to be X in their hearts.

You must know that these days, in big cities like Beijing and Shanghai, there are quite a few urban female white-collar workers who post to Moments after drinking Starbucks to show off their style.

And Juice King can definitely provide them with a good decoration atmosphere.

In addition, Juice King not only provides drinks, but also various snacks.

And these snacks are mainly all kinds of cream cakes. These cream cakes don't care about calories and health at all.

The most important thing about these cakes is their appearance and sweet taste.

Let consumers, whether they are men or women, look at or smell the fragrance, they will not be able to control their desire to consume.

As for whether consumers will gain weight after eating it, haha, Juice King is not worried.

Because next to their store, there is a light food restaurant of the celebrity chef group.

If you feel that what you just ate was too high in calories, it makes you feel guilty.

Then in the next few days, you can come to this light food restaurant to graze, so that you can consume all the calories you ate that day.

Such logic seems to be contradictory.

But there is no way, people are such contradictory bodies, especially women.

They have no strong resistance to anything that looks beautiful, whether it is clothing, shoes, or food.

And when women have the desire to consume, the licking dogs around them will suffer...

But that's also out of Xiao Feng's consideration, who would make these licking dogs willing to lick it!

Because of the analysis of these two aspects, Xiao Feng believes that this time the Juice King enters the country, it will definitely make a profit without losing money.

As for everything is difficult at the beginning, that is for other companies.

For Juice King, this is not a problem at all.

The first is the membership system, which locks in the future consumption habits of consumers.

The second is to burn money in different ways. If this is another coffee chain, it may really have to be weighed.

After all, considering the rent, decoration, and personnel expenses, the most important thing is the cost of materials and other reasons, other houses may really not be able to afford it.

But to Xiao Feng, this was nothing.

shop rent?

Hehe, with the reputation of Juice King, if they announce to enter the Huaguo market now.

I am afraid that countless big business supermarkets will come to the door immediately, want to talk to them, and invite them to settle in.

After all, it is not ten years ago now, when merchants settled in shopping malls, they had to pay out of their own pockets.

Now due to the impact of e-commerce, the flow of people in major shopping malls is bleak.

In order to be able to attract popularity, they welcome the franchised chain stores of international brands with both hands and feet.

For example, Starbucks, and Costa, have to be the shopping malls begging people to settle in.

It is also necessary to show people the best storefront, and some shopping malls even cover the decoration costs in order to invite people to come.

No way, although there are too many shopping malls now, the competition is too fierce.

Large well-known chains like Starbucks, Golden Arches, and Kaifeng Cuisine all have their own traffic.

And traffic is what all large supermarkets are most eager for now.

So they are naturally flocking to such well-known chains with their own traffic.

So Xiao Feng knew that for Juice King, the rent and renovation costs that plagued other beverage stores were actually not a problem.

As for the cost of raw materials, it is not a big deal...