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There are two reasons why Xiao Feng adopts this discount method.

One is this path, which has actually been verified before, and the effect is very good.

And this business is the famous Costa Coffee.

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

In fact, it is said to be 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, European and American people and coffee were mainly based on traditional models.

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

The emergence of Costa coffee has brought Italian coffee flavors to the world.

The earliest coffees with flavors such as mocha and cappuccino 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 sell it all over the world.

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

Therefore, the funds are naturally not as abundant as those of the Americans, so their global store opening speed is naturally slower.

The time I entered the Chinese market was ten years later than Starbucks.

It was probably around 2010 that it began to enter the Chinese market tentatively, and it was not until 2015 that it increased its investment.

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

Later, in the competition with Starbucks, I was directly at a disadvantage, both in terms of quantity and store location.

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

But why was Costa able to go upstream and persevere in the confrontation with Starbucks, and became more and more popular?

So far in China, it has become a trend of becoming the second large coffee chain that is facing Starbucks?

In fact, what depends on is their outstanding marketing methods.

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

When the customer went to their store to order coffee, he suddenly found that the coffee that was supposed to be thirty-four cup was actually free.

Instead, the waiter smiled and told them.

‘Sir, we happened to launch an event recently.’

‘That is, as long as you apply for our membership, this cup of coffee will be given for free, and it only costs 88 yuan to apply for our membership.’

‘And for this 88 yuan membership card, you will enjoy a 50% discount on your ten purchases in our Costa Coffee in the future.’

Any customer who hears this may not be able to help but apply for a membership card.

After all, although Costa Coffee is not as famous as Starbucks, its price is not cheap.

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

You can get a cup of coffee for free, and spend 88, and you can enjoy 50% off ten purchases in Costa in the future. The most important thing is that these 88 can also deduct consumption.

Who doesn’t participate in such an event?

The price of this coffee is similar to drinking milk tea, and how high does drinking coffee seem to be?

You will cost more than ten or twenty yuan per cup of milk tea, and a cup of Costa coffee will only cost more than ten yuan after discounting it.

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

And in the future, as long as you become a member of Costa Coffee, people will often engage in various activities.

For example, points are redeemed for coffee, or products are discounted.

Anyway, it will always make your consumers feel anxious to get the wool and take advantage of it.

It was thanks to this marketing strategy that Costa directly reversed his disadvantages in the competition with Starbucks.

From being crushed by Starbucks, it turned into turning losses into profits.

Even later, there was a trend of gradually competing with Starbucks.

It was not until this time that Starbucks gradually realized the taste, so he sent someone to Costa to "invest" for some time.

It was not until this time that they realized that Costa actually adopted such a marketing strategy.

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

This gradually stabilized its position, but the advantage of the head-on confrontation between the two large coffee chains is that it really gives domestic consumers a certain amount of benefits.

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

And for merchants, wool actually comes from sheep.

Consumers think they have taken advantage of it, but in the end they make money.

Otherwise, it wouldn't be that when a lucky guy started to make crazy subsidies, he could beat all the top big players in the industry like Starbucks to the point of losing money.

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

This routine seems very simple, but in fact, it is necessary to develop such a strategy by an old fox who has insight into the psychology of consumers.

After all, coffee is not considered to be an ordinary street stall drink abroad, but when you get it in China, you must be served with a B-shaped item and you cannot reduce your own value.

Because this is the only way to ensure high profits.

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

Costa used a very clever method to bypass the threshold of price reduction, making his behavior seem to be not a self-destructive price reduction, but just a positive promotion.

This will protect your reputation and win consumers to the greatest extent.

So Xiao Feng still very much agrees with their routine.

Xiao Feng believes that the second reason why he was able to succeed this time is that although he adopted the path Costa took back then, he could take more generous actions than Costa.

You spend eighty-eight in Costa, open a membership card, and only get a free cup of coffee. The remaining ten purchases are only half discounted.

This time, the Juice King launched an event that will give eleven cups directly for 88 yuan.

And there are no limits on juice, milk tea, coffee, and various drinks.

This is much more generous than Costa and more direct.

On average, it can’t even cost eight dollars per drink.

You know, this is an internationally renowned beverage chain with no fame, Starbucks and Costa!

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

Moreover, because it is a Houlang, the style of the store decoration is closely following the interests of young people today, and it is definitely more fashionable than Starbucks and Costa.

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

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

You should know that these days, in big cities like Beijing and Demon City, there are many urban white-collar workers who have to post their Moments on their Moments to show off their style.

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

In addition, the juice king is not only a drink, but also a variety of snacks.

These snacks are mainly made of various butter cakes, which do not care about calories or health at all.

What these cakes care about most is their appearance and sweet taste.

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

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

Because next to their store, there is a light food restaurant of the Famous Chef Group.

If you feel that the calories you have just eaten are too high, it will make you feel guilty.

Then in the next few days, you can go to this light food restaurant to eat grass, so that you can consume all the calories you eat that day.

Such logic seems to be contradictory.

But there is no way, people are such a contradiction, especially women.

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

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

But that is also not included in Xiao Feng's consideration. Who made these licking dogs willing to lick it?

It is precisely because of these two analysis that Xiao Feng believes that this time the Juice King enters the country, he will definitely make a profit without losing money.

As for the difficulty at the beginning, it is for other companies.
To be continued...