After reading the advertising copy of Luckin Coffee and Mr. Gao, I finally know why they are so popular! The following are my analysis ideas:

1. Let's talk about Luckin Coffee first.

Let's talk about Luckin Coffee first.

Let's talk about the brand strategy of "wireless scene". Compared with the "social space" of traditional coffee brands, Luckin Coffee emphasizes meeting the needs of customers in various scenarios in the era of mobile Internet. Qian Zhiya also announced the brand strategy of "Any Moment" in Luckin Coffee. According to this strategy, Luckin Coffee will open different types of stores to meet the diversified scene needs of users, including the flagship store (Elite) and the Relax store (relax) that meet users' offline social needs, the pick-up store that can quickly Pickup and serve business people, and the take-away Kitchen store that meets customers' delivery needs. Through differentiated store layout, Luckin Coffee will realize all-round coverage of various demand scenarios of consumers' daily life and work.

"We don't just take out food, we don't just eat in the restaurant, but meet the integration needs of users in the era of mobile Internet." Qian Zhiya, founder and CEO of Luckin Coffee, has repeatedly stressed from the very beginning that Ruixing covers "Any Moment" with a new retail method combining online and offline, realizing the balanced integration of products, prices and convenience, and providing China consumers with a cost-effective and convenient coffee choice.

placing an order online meets customers' "anytime" needs, and with the instant delivery of take-away, hot coffee can be delivered to customers quickly; Offline shops meet customers' demand for "anywhere", shorten the time for coffee to reach customers by multiple times, reduce the marginal cost of opening a shop with different types of stores, and at the same time, ensure the fragrant taste of coffee to the maximum extent, so that customers have the feeling of "carrying a coffee shop with them", echo the "infinite scene", and make this seemingly abstract corporate strategy visible to customers-blue white-lipped deer shop.

More importantly, through the continuous extension in the corner of the market, consumers who were previously out of reach will also enter the customer circle in Luckin Coffee in large numbers, which will become a new addition in the coffee market.

The traditional consumption scene of coffee is relatively simple, that is, leisure and social interaction, but Luckin Coffee put forward the brand strategy of "unlimited scenes", which is different from Starbucks, and tapped the possibility of more consumption scenes with the help of the traffic of the Forbidden City, Tencent and Netease News, so as to better reach users; Therefore, Ruixing has made great efforts on the outer packaging-brand joint name. For example: Feng Tang × Ruixing, Forbidden City × Ruixing, Tencent × Ruixing and so on.

The traditional consumption scene of coffee is relatively simple, that is, leisure and social interaction. However, Luckin Coffee put forward the brand strategy of "unlimited scenes", which is different from Starbucks. With the help of Tencent's traffic advantage, the brand is empowered, and the possibility of more consumption scenes is explored, so as to better reach users.

From the perspective of choosing brand spokespersons, the stars selected by Luckin Coffee are all of good image and reputation, and the people affected are not limited. Through the star effect of Zhang zhen and Tang Wei, the strangeness of the new brand can be eliminated, resulting in the effect of empathy, and then a certain sense of intimacy can be generated for the brand. These two spokesmen are high-quality stars, belonging to a relatively stable type in the industry, which conforms to the positioning: young commercial coffee.

in terms of product packaging, Luckin coffee's small blue cup and antlers are the characteristics and highlights of Luckin Coffee packaging design. Nowadays, major brands in various industries are seizing the color market and occupying their own colors. In the coffee industry, everyone is grabbing some colors that are familiar to the general public. Such as: red, brown, beige, white, etc. Ruixing, on the other hand, uses simple blue as the main color system, which makes it easier for people to remember. Through IP to strengthen color and brand operation, it gives blue cups more connotations, improves recognition and highlights the value of business and coffee itself; At the same time, the deer image design highlights the rarity and dignity; Young consumers, vibrant vi design, and exquisite spokesperson selection are enough to show that Ruixing has targeted the high-end business group from the beginning and its positioning is very accurate.

according to Edema's law, the first step to stimulate consumers' desire to buy-attention (attention) is to attract attention with fancy business cards, bags embroidered with advertising words and other commonly used methods; Then it is: Interest? (arouse interest), the commonly used method is to cut and paste refined color catalogues and news clippings about commodities. Compared with other popular colors, blue, which is used less by fewer merchants, happens to be a special color in the coffee packaging successfully, which makes people find a relatively unpopular color packaging from familiar colors, which can be noticed at a glance. Secondly, Luckin Coffee's packaging will also add some cultural and fashion elements, which will be closer to life and make coffee itself more interesting. It is not just a cup of coffee, it can be a collision between coffee and cultural and creative objects; It can also be a cup of fashionable single items that can be drunk.

Let's talk about Luckin Coffee, Starbucks and Luckin Coffee explicitly declaring war on coffee brands such as Nestle and investors planning to enter the coffee market. Here, you may think, isn't his competitor Starbucks? Who are Luckin Coffee's competitors? Most people think that Starbucks is Luckin Coffee's main competitor. After all, Rui Xing- -To guide people's thinking, Starbucks is Ruixing's competitor. But just now, it was analyzed that Ruixing's target customers are corporate customers, white-collar workers,. Office workers, moreover, Ruixing mainly makes take-away coffee. The target customer group is not the same as Starbucks-positioning. When we understand the main target customers of Ruixing, it is easy to find out who is Ruixing's main competitor. What kind of coffee brands seized the coffee market of enterprise users before? Obviously, it is not Starbucks, but instant coffee represented by Nestle, or a convenience store represented by the whole family that sells coffee drinks and may also be making freshly ground coffee. Then why does Ruixing repeatedly emphasize "surpassing Starbucks"? The reason is very simple. Ruixun said that he would surpass Starbucks. In fact, he mainly advertised himself with Starbucks (Ruixun and Starbucks are the same brand) and used this to show his advantages over Nestle and the whole family.

Let's talk about Mr. Gao again. Mr. Gao is a local cake brand in Fuzhou, which specializes in thousand-layer bento cakes, a dessert composed of cream, mango and thousand-layer skin, the size of a bento box. The main target customers are young mothers, mainly mothers of children aged 1 to 5. The marketing task is to put a series of posters in the brand WeChat official account and the WeChat group of regular customers to persuade customers to buy a thousand-layer lunch to eat on National Day.

The following is Mr. Gao's advertising marketing method using multi-scene copywriting,

Create the following scenes before the National Day:

[if! Zhou Bianyou: A family went on an outing to the scenic spots around Fuzhou.

[if ! SupportLists]2. [endif] Go back to your hometown; Fuzhou, the capital city of Fujian, has many women's hometown in Ningde, Sanming, Nanping, etc. They will go back to their hometown on National Day.

[if ! [endif] Stay in Fuzhou to receive old friends: Old classmates from hometown or university come to Fuzhou to play and need to be greeted and entertained.

[if ! SupportLists]4. [endif] Overtime: I have to work on National Day because of busy purchase cooperation.

These clear scenes cover many scenes of young mothers' National Day: it is inevitable to meet relatives when they go back to their hometown, and they always have to carry some gifts in their hands. This gift is usually not available in their hometown, but only sold in Fuzhou-sending a thousand-layer lunch. When an old friend comes to Fuzhou, he must be invited to eat a thousand-layer lunch, a local food brand in Fuzhou. It's hard to work overtime, and I'm wronged. I need sweets to comfort myself-eat a thousand layers of lunch. When a family goes out for an outing, they always bring some snacks and something to eat for their children-bring a thousand layers of lunch. Watching a play at home, my mouth is idle and boring-eating a thousand layers of lunch. ? "Multi-scene" can stimulate the desire to buy, so that readers can imagine that at the end of the day, he can use the product again and again, and constantly get happiness and pleasure, and become a good object that is commonly used and inseparable in his life! The way to come up with scenarios is to gain insight into the target customer's daily itinerary, think about what he will do on weekdays, weekends, small holidays, annual holidays and big holidays, and implant products into these scenarios. On weekdays and holidays, people's arrangements vary greatly. Before each festival, we should predict the customer's arrangement in advance, naturally implant the products, and use multi-scene copywriting to stimulate the customer's desire to buy.

Beauty-beauty, beast-animal, baby-baby put forward by david ogilvy, an advertising master, is commonly called "3B" principle. Advertising as a means of expression conforms to the nature of human beings to care about their own lives, and it is the easiest to win the attention and love of consumers. The Baby involved in advertising creativity is actually not just a baby, but enlarged to the scope of children, because the various performances of minors have charm that adults can't match. This charm has been experienced by everyone, so they can all get the message and reach their hearts directly. There is a TV advertisement about a baby toddler. At first, he couldn't walk two steps away from the toy, but he tried many times and failed. Finally, the baby climbed in front of the toy with both hands and feet, and smiled happily with the toy.

at this moment, when the picture changed, the theme of the advertisement appeared-"Audi four-wheel drive", which caused the whole audience to laugh and everyone applauded the wonderful advertising creativity. Everyone has dreams, and people who love cars also have dream cars. Selling dreams is another appeal of car advertising. Mercedes-Benz's "Little Gardener's Dream" makes this slightly old brand glow with youthful vitality. In this advertisement, a little boy is holding a Mercedes-Benz car model in his hand, and there is a pit in front of him. It turns out that the little boy dug a pit in the small garden in front of his house, and wanted to throw his beloved Mercedes-Benz car model into the pit, and then buried the soil and watered it. The thought that this "seed" will grow into an identical "Big Ben" driven by adults in the near future makes the little boy happy ... This advertisement shows the boy's desire for Mercedes-Benz with a childlike plot, and its appeal is really serious.

Mr. Gao focuses his main target customers on young mothers, mainly children aged 1 to 5. At this stage, mothers focus on children in their daily life and diet, and foods such as cakes can just attract children at this age, first attracting children and then attracting adults, so that their marketing can reach the target level through their inner desires.

Mr. Gao's advertising copy belongs to emotional appeal. Emotional appeal advertising is a way of expressing information that directly appeals to consumers' emotions and emotions. Advertising adopts perceptual persuasion to make consumers feel good about the advertised products and then buy and use them. What is conveyed in emotional appeal advertisements is soft information. The attraction of advertising lies not only in the impact on consumers' vision, but also in the impact on their psychology. Because spiritual things last longer and have more vitality than material things. Improving the humanization and interest of advertisements is helpful to increase the attractiveness of advertisements. Mr. Gao's copy is divided into several scenes, and the emotional telling method is used to make consumers feel the psychological impact before the National Day, and even the idea that "if you don't buy it, you won't have a good National Day" will come into being.

this also embodies the principle of market segmentation, which means that enterprises divide customers in the market into several customer groups according to certain standards, and each customer group constitutes a sub-market. There are obvious differences in demand between different sub-markets. Market segmentation is the basic work of selecting the target market. The activities of marketing in enterprises include subdividing a market and taking it as the company's target market, and designing the correct "combination" of products, services, prices, promotion and distribution systems, so as to meet the needs and desires of customers in the subdivided markets. ?