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2023-09-04
第一次遇到买杯咖啡要等两个小时的情况
以酱香咖啡之名:茅台与瑞幸咖啡各取所需
二维
2020-12-02
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justify;\">在贵州茅台IP的加持下,“茅台咖啡”词条的微信指数热度也已经翻了3.5倍,与Manner相当。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/28333f5b9041b7c4f931ef4204a8d2b6\" tg-width=\"640\" tg-height=\"934\"/></p><p style=\"text-align: justify;\">在营销驱动增长的快消领域,瑞幸的品牌运作动作不断,而这一系列操盘手大概率指向了瑞幸联合创始人、首席增长官杨飞。</p><p style=\"text-align: justify;\">杨飞在加入瑞幸之前为陆正耀“神州系”神州优车集团的CMO,在其操盘下,神州专车提出“安全专车”的差异定位,仅用一年半时间使得神州专车成为占有率超40%龙头品牌。</p><p style=\"text-align: justify;\">而在瑞幸,杨飞则是在暴雷事件后唯一留下的陆正耀旧将(钱治亚和刘剑被免职),在瑞幸“品运合一”的策略下,用一系列品牌运作动作带动瑞幸保持增长,换句话说,杨飞既负责花钱,又负责挣钱。</p><p style=\"text-align: justify;\">在这一品牌策略下,相比将奢侈品品牌的代表元素(LV的Logo、Fendi的代表色)印上杯面,瑞幸更想让代言人或是合作IP与自家产品进行绑定。</p><p style=\"text-align: justify;\">比如谭松韵主推樱花系列、谷爱凌则主推蓝丝绒拿铁,谷爱凌同款的丝绒拿铁在几天内就创下300万杯的销量。</p><p style=\"text-align: justify;\">这也是瑞幸此次与贵州茅台合作推出“酱香拿铁”的核心逻辑——在品牌之外,更在意借助茅台品牌带货的销量。</p><p style=\"text-align: justify;\">在瑞幸的步步紧逼下,星巴克的应对则稍显乏力,今年上半年,星巴克中国的营收刚刚被瑞幸所超过。</p></body></html>","source":"live_wallstreetcn","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>以酱香咖啡之名:茅台与瑞幸咖啡各取所需</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; 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}\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n以酱香咖啡之名:茅台与瑞幸咖啡各取所需\n</h2>\n\n<h4 class=\"meta\">\n\n\n2023-09-04 16:06 北京时间 <a href=https://wallstreetcn.com/articles/3697090><strong>华尔街见闻</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>继“第一口”LV之后,白酒行业的奢品贵州茅台也盯上了咖啡赛道。9月4日,由瑞幸咖啡与贵州茅台合作推出的“酱香拿铁”在全国的瑞幸咖啡门店上市销售。同日,瑞幸咖啡正式宣布与贵州茅台达成战略合作,成为首个与贵州茅台达成战略合作的中国连锁餐饮品牌。公开信息显示,“酱香拿铁”的零售价38元/杯,使用相关优惠券后到手价约19元/杯。据介绍,酱香拿铁使用白酒风味厚奶 ,该饮品的酒精度数低于0.5%vol。近年来...</p>\n\n<a href=\"https://wallstreetcn.com/articles/3697090\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/041d6193f9b90bd606b5c08eebaf9b57","relate_stocks":{"600519":"贵州茅台","LKNCY":"瑞幸咖啡"},"source_url":"https://wallstreetcn.com/articles/3697090","is_english":false,"share_image_url":"https://static.laohu8.com/cc96873d3d23ee6ac10685520df9c100","article_id":"1155128192","content_text":"继“第一口”LV之后,白酒行业的奢品贵州茅台也盯上了咖啡赛道。9月4日,由瑞幸咖啡与贵州茅台合作推出的“酱香拿铁”在全国的瑞幸咖啡门店上市销售。同日,瑞幸咖啡正式宣布与贵州茅台达成战略合作,成为首个与贵州茅台达成战略合作的中国连锁餐饮品牌。公开信息显示,“酱香拿铁”的零售价38元/杯,使用相关优惠券后到手价约19元/杯。据介绍,酱香拿铁使用白酒风味厚奶 ,该饮品的酒精度数低于0.5%vol。近年来,“难入寻常百姓家”的奢侈品牌纷纷盯上了现制饮品赛道。前者觊觎咖啡、新茶饮们在年轻群体中的话题度和曝光,而后者则寄希望于借奢侈品牌给自己抬一抬“位分”。今年6月,LV与Manner、PLUSONE和METALHANDS三家咖啡品牌合作打造限时联名书店;更早在去年9月,LV就与Manner联合推出LV秀场定制款咖啡杯,为后者的2023春夏男装秀造势。相比之下,超万店规模的瑞幸有更密集的门店、更好的线下曝光,也有更高的话题度。截至今年上半年,瑞幸咖啡门店总数已达10836家,累计消费客户数突破1.7亿。而在小红书上,截至9月4日,“瑞幸咖啡”的词条浏览量超过6亿,而Manner咖啡的相关词条普遍不到1亿。在贵州茅台IP的加持下,“茅台咖啡”词条的微信指数热度也已经翻了3.5倍,与Manner相当。在营销驱动增长的快消领域,瑞幸的品牌运作动作不断,而这一系列操盘手大概率指向了瑞幸联合创始人、首席增长官杨飞。杨飞在加入瑞幸之前为陆正耀“神州系”神州优车集团的CMO,在其操盘下,神州专车提出“安全专车”的差异定位,仅用一年半时间使得神州专车成为占有率超40%龙头品牌。而在瑞幸,杨飞则是在暴雷事件后唯一留下的陆正耀旧将(钱治亚和刘剑被免职),在瑞幸“品运合一”的策略下,用一系列品牌运作动作带动瑞幸保持增长,换句话说,杨飞既负责花钱,又负责挣钱。在这一品牌策略下,相比将奢侈品品牌的代表元素(LV的Logo、Fendi的代表色)印上杯面,瑞幸更想让代言人或是合作IP与自家产品进行绑定。比如谭松韵主推樱花系列、谷爱凌则主推蓝丝绒拿铁,谷爱凌同款的丝绒拿铁在几天内就创下300万杯的销量。这也是瑞幸此次与贵州茅台合作推出“酱香拿铁”的核心逻辑——在品牌之外,更在意借助茅台品牌带货的销量。在瑞幸的步步紧逼下,星巴克的应对则稍显乏力,今年上半年,星巴克中国的营收刚刚被瑞幸所超过。","news_type":1},"isVote":1,"tweetType":1,"viewCount":370,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":398126153,"gmtCreate":1606841770572,"gmtModify":1703844895599,"author":{"id":"3473683310867355","authorId":"3473683310867355","authorIdStr":"3473683310867355","name":"二维","avatar":"https://static.tigerbbs.com/a81d9d15cc54fe91af24456af3fbd87c","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"<a 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