据企查查显示,运动巨头李宁于近日申请注册“宁咖啡 NING COFFEE”商标。李宁公司回应,希望通过在门店内提供咖啡服务,进一步提升顾客购物的舒适度和体验感。这也是李宁针对零售终端消费体验环节的一次创新尝试。作为国内运动品牌的巨头,近些年,李宁依靠“国潮”路线,线下门店数量一路攀升,总市值更是高达1451亿港币。此次跨界,既可以利用咖啡这一热门品类吸引更多年轻消费者的目光,又吸引了各路媒体的广泛关注,传播效果拉满,无论从哪个方面看,李宁都堪称稳赚不赔。
近五年,我国咖啡进口量和消费量的年复合增长率分别达到18%和23%,远高于欧美日韩2%的平均水平。而据艾瑞咨询预计,国内咖啡行业仍然每年保持27.2%的增长率,2025年市场规模将达10000亿元。咖啡的消费水平跟国民经济水平高度挂钩。目前国际上主要的咖啡消费市场,都集中在发达国家和地区。以比邻我们的日韩为例,市场规模分列全球第三和第五位。人均咖啡消耗约为11杯/周,与我国13杯每人每年的平均水平相比,差距巨大。但国内一线城市的咖啡消费水平正在快速接近发达国家,上海更是在2021年初,登顶全球咖啡馆最多的城市宝座。目前,国内北上广深这四个超一线城市的常住人口就已经超过一亿,介于日韩的总人口数之间。而这四个城市中的成熟咖啡消费者的年咖啡消耗量,已经接近欧美日韩等国家的消费水平。也就是说,假以时日,仅靠一线城市的体量,我们就可以在规模上跟日韩掰一掰手腕。巨大的成长预期,以及咖啡背后千千万万消费能力惊人的年轻白领阶层这一人群画像,让无论是互联网平台,还是奢侈品品牌,甚至各路实体巨头都纷纷踏马咖啡江湖,意图在这个终将发展成为万亿规模的赛道中分一杯羹。
2020年5月,加拿大国民咖啡品牌Tim Hortons中国公司获得腾讯的独家投资。这家2019年进入国内市场的咖啡品牌,目前已经在上海、北京、深圳等20多个城市开出了450多家门店,目前估值达到2.88亿美元,并计划在纳斯达克上市。2021年上半年,本土精品咖啡品牌Manner先后完成了四笔融资。其中就包括刚刚改名为抖音集团的字节跳动和美团的龙珠资本,估值也攀升到162.5亿元人民币。进入2022年,Mannner咖啡逐步开放了外卖业务,更是创下了3天开出200家门店的业内传奇,进一步辐射品牌的影响力。互联网巨头以资本的形式进入咖啡赛道,不仅让咖啡品牌拥有了扩展的资金实力,更带来了至关重要的流量扶持。而对于互联网平台而言,通过这样的投资行为,不仅切入到一个充满希望的朝阳产业,同时也带来了流量的变现。去年七夕,LV联合Manner咖啡在北京三里屯太古里打造联手快闪店,红色的元素、爱心形状、一辆造型古典的车、以及路易威登的logo却随处可见,吸睛力十足。而早在2020年,路易威登就在日本大阪打造了旗下全球首家咖啡店——Le Café V,整座门店占地面积约4000平方米,不仅设计是大师手笔,内饰更是极尽奢华,一张吊椅价值61万,一个平平无奇的螺旋灯也高达10万。咖啡店售价约合人民币90元-184元,是普通咖啡的四倍之多,不过看着点缀其上的LOGO拉花,也算是物有所值。意大利奢侈品牌FENDI曾在包括上海、北京、南京在内的多个城市开设快闪店。其中冬奥期间,还在长白山国际旅游度假区开设了一家冬季运动胶囊系列快闪店,与白峰咖啡合作打造了FENDI CAFFEE限时咖啡店。在店铺设计方面,还特别将虎年的虎纹元素融合其中,十分讨喜,增强用户对于品牌的记忆点。奢侈品牌借助咖啡等餐饮业务,能够拉近与消费者的距离,使得品牌更具亲和感;同时奢侈品牌将本身在颜值、体验感以及标签化的优势复制在餐饮业务中,对Z时代年轻消费人群更是具备无与伦比的吸引力,甚至不惜驱车几个小时前往打卡拍照,并在自身的社交媒体上进行传播,为品牌提供了更多曝光机会,丰富的业务范围也有利于品牌增加知名度。
今年2月份,全国首家邮政咖啡在厦门开业,将传统的邮政业务和咖啡饮品及邮政文创业务相融合,为消费者带来更加丰富的体验。此外,邮政咖啡还将陆续在北京、上海、广州及深圳等超一线城市开设门店,目标今年拓店数百家。作为全国拥有5.4万个营业网点,40多万个合作网点,覆盖全国所有县市的邮政服务行业巨头,中国邮政试水咖啡,在尝试打造未来业务增长、提升门店运营水平新曲线的同时,更是再次验证了咖啡赛道的长远预期。而在更早之前,中石油、中石化就利用其加油站网点铺设咖啡业务。前者于2018年启动了昆仑好客咖啡项目,在旗下的昆仑好客便利店提供现磨咖啡业务;后者2019年在苏州加油站落地了“易捷咖啡”首店。目前,昆仑好客便利店和易捷分别拥有2万家、近3万家规模,不仅在选址上拥有排他性的先天优势,而且强化了消费者对咖啡在驾驶过程中具有提神效果的认知。据中石油公布的数据,2021年,中石油好客咖啡交出了“现磨+即饮+冻干3条产品线一年卖出一个亿”的佳绩。实体巨头往往本身就拥有足够的门店规模,跨界咖啡,既丰富了门店端的产品服务,又可以借助咖啡的热度,吸引更多的消费人气。此次李宁申请“宁咖啡 NING COFFEE”商标,其官方的回应同样如此。但如何形成咖啡业务本身的品牌调性,无疑仍是摆在这些品牌面前的一道难题。
咖啡只是媒介,而跨界联名早已有之。尤其是在疫情之前,品牌与品牌之间、品牌与IP、品牌与明星、品牌与艺术家,各种跨界联名大戏轮番上演。既有成就经典的绝佳创意,也不乏令人难以莫名的奇葩存在。品牌们热衷跨界联名的背后,是跨界背后的超高性价比:一个好的IDEA+有限的投入,一旦成功引爆成为商业热点,最起码抵掉几十上百万的广告投放效果不说,更有源源不断流入的宝贵流量。
对消费者认知已经定式化的品牌而言,转型是一件极其困难的事情。而跨界联名则可能会取得意想不到的效果。
在入驻咖啡赛道之前,李宁本身就是善于跨界营销的高手。借助2008年北京奥运会曾登上顶峰的李宁,因为后期的战略失误和市场萎靡而陷入低谷,连续三年亏损严重。2015年,李宁开启涅槃之路,深度捆绑“潮”文化,2018年,李宁登录纽约时装周,用“悟道”系列重新定义中国文化与时尚潮流的融合方式,随后更是先后与宝马、红旗、中国有嘻哈等品牌和IP联名,不仅稳固了原有的70后80后消费人群,更是成功打入了梦寐以求的90后消费群体,成为运动界国潮的代名词。
与一般的跨界不同,李宁更像是上演了一场逆袭之战。随着消费群体的改变,没有品牌可以在往日的成就上一成不变。李宁以跨界为手段,用自身融合传统及潮流的能力,为不断高涨的国家自信提供情绪出口,值得所有想要转型的品牌仔细思量。
出乎意料的反差感,是跨界联名活动能够引发话题热度和足够的传播流量的关键。
在这一轮新消费的浪潮中,一批老字号就通过跨界联名的精彩创意,在80后90后的情怀加持下,焕发新生,掀起阵阵国潮。像英雄墨水&RIO鸡尾酒联名推出的可以喝的墨水,将传统文化中的墨与酒相结合,令人记忆深刻;此外,大白兔奶糖和香氛、美加净等个护品牌的联名,将牛奶的白和个护产品相关联,堪称天作之合。
老字号跨界联名大都利用品类的反差感,细想之下却不乏深层的关联性,成功创造话题、引爆流量,实现1+1>2的品牌共赢。在这些活动中,我们不仅看到了拍案叫绝的精彩创意,更能感受到老字号们在提升用户体验感上的努力。
高超的营销技巧,其立足点往往都源于对细节上的深刻洞察,在跨界联名的营销活动中表现得更加明显。
在营销创意上,新生代品牌更是不遑多让。五一刚过,依靠辣椒炒肉这一单品走红25年的费大厨,与茶饮品类头部品牌喜茶强强联合,推出大厨认证超解辣产品—辣椒炒肉cp组合“超解辣杨梅冻”,打造餐+饮最佳CP。新产品推出当天,小红书相关话题流量就破百万,微博浏览量超过300万,销量更是破了喜茶当日新品销售纪录。
两个似乎不搭的品牌?为何能够碰撞出精彩的火花?其实是源于对消费者习惯的深刻洞察:当消费者在点单比较辣的菜品时,往往会顺带点一杯解辣的饮品。凭借对细节的精准把控,新生代品牌往往就能够以小小的细节为支点,撬动消费的热点,展现出深刻的市场洞察和高超的营销技巧。
成功的跨界联名固然可以获取一时的热度,但其成功的前提,同样需要以创新的产品和独特的体验为依托,如果一味求奇求特的营销创意,不仅会引发消费者的审美疲劳,最终也会被市场反噬。这也是一些奇葩的跨界联名行为被消费者所诟病的原因之所在。
尤其是在后疫情时代,随着消费热情和品类红利逐步退潮,如何静下心来,仔细打磨持久的产品更新能力,不断提升企业的运维管理能力,才是品牌长青的根基。而随着商业水平的提升,营销手段的技巧也会越来越纯熟,越来越高超。相信未来,还有更多的精彩营销事件,为我们带来新的启发与思考。
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]-o_q-_-x