FG棋牌

在瑞幸咖啡上,买一个苹果耳机?

 然而,早在瑞幸咖啡成立之时,“无限场景”的品牌战略就已经给出了答案。回头来看,这也是瑞幸咖啡每每跨界都离不开的底层逻辑。

SHUODAODI,RUIXINGKAFEIQISHIBINGBUSHENMI。

“比神州还大”的生意

ZAIZHONGGUOZIBENSHICHANGSHANG,RUIXINGKAFEICHENGDESHANGSHIQIJIBANDECUNZAI。

2018 NIAN,ZAISHANGSHICHAOYUPOFACHAOQIFEIDEXIANSHIMIANQIAN,ZHONGGUOVCMENKAISHIPUBIANYISHIDAOYIJISHICHANGDEGUZHIYIJINGBEIYANZHONGTOUZHI。DANGMOSHICHUANGXINDEHONGLIBEIWAJUEDAIJIN,BUDUANSHAOQIANLAIHUANQUSHICHANGZENGZHANGDESHANGYEMOSHIYEYIBUSHOUQINGLAI。

ZHENGSHIZAIZHEIYINIAN,DINGZHEGAOEBUTIEYUFENGKUANGKUOZHANGDEBIAOQIAN,RUIXINGKAFEIHENGKONGCHUSHI。

RUIXINGKAFEIDEDAFA,ZAISHAOQIANHUANZENGZHANGBUZAILIUXINGDETOUZISHICHANGSHANGBEISHOUZHENGYI。BULUNSHIYUNZUOMOSHI、CHENGZHANGSUDUHAISHIGUZHILUOJI,CONGRENHEJIAODUKUITAN,RUIXINGKAFEIDOUKEYISHI“XINWUZHONG”。

ZHENGTISHANGKAN,RUIXINGKAFEIDESHENMIBUJINYUANYUQI“MENGYANKUANGBEN”BEIHOUDEBUDONGSHENGSE、SHENHUABANDESHANGSHISUDU,LINGYIGEYUANYINHUOXUHAIZAIYUQISHANGSHIZHIHOURENGYIKANSIJIANGBUWANDE“XINGUSHI”BUDUANTUPOCHANPINDEDINGYI。

ZHEIYIQIE,DOUZAOYISHENZANGZAIQIANZHIYATUANDUIDEJIYINZHIZHONG。

2017 NIAN 11 YUE 8 RI,SHIRENSHENZHOUYOUCHEDONGSHI、FUZONGJINGLIDEQIANZHIYAANXIALEZHIYEZHONGQIJIAN。

DUIYUQIANZHIYADELIZHICHUANGYE,SHENZHOUYOUCHEDONGSHIZHANGLUZHENGYAOJIYULEYOUZHONGLIJIEYUGAODUZHICHI,BINGBIAOSHIYUANDINGLIXIANGZHU,“WEITADAcall”。 

LUZHENGYAORENWEI,QIANZHIYACHUANGYEXINLINGYUDESHANGYEQIANJINGBINGBUXIAO,“YEXUBISHENZHOUHAIDA”。ZAIYULUZHENGYAODEFANJUSHANG,QIANZHIYASHUO,YAOYONGHULIANWANGDESIWEIHESUDULAIZUOKAFEI,“WOMENDEMUBIAOJIUSHIYAO(ZAIGUONEI)DABAIXINGBAKE。”

ZHEIGEMUBIAOBINGFEIYISHIXINGQI。

ZAIRUIXINGKAFEICHUANGSHITUANDUIGANGKAISHICHANSHENGZUOKAFEIXIANGMUDECHUANGYEXIANGFASHI,YOUYICI,LUZHENGYAO、QIANZHIYAYURUIXINGKAFEIZUIZAOHEZUIDADEWAIBUJIGOUTOUZIZHE——DAZHENGZIBENDONGSHIZHANGLIHUIYIQIQUBEIMEICHUCHA,ZAIJICHANGDEYIGEXINGBAKEMENDIANPAIDUIHENJIUCAIMAIDAOLESHOUJIABINGBUBIANYIDEXINGBAKE。

ZUOWEIYIMING“KAFEIFASHAOYOU”,QIANZHIYARENWEI,RUIXINGKAFEIDESHANGYEMOSHIYIDINGSHIYAO“ZHENGXIAOLVDEQIAN”,YONGXINLINGSHOUKAFEIDEXINGSHIYUXINGBAKEJINGZHENG。

QIANZHIYAXIANGFAYULUZHENGYAOBUMOUERHE。DUIYURUIXINGKAFEI,HOULAIDESHISHIZHENGMING,BUGUANSHIZIJINZHICHI、ZIYUANQINGXIEHAISHIZHANLVEBAGUAN,LUZHENGYAODOUBIAOXIANDISHIZUKANGKAI。

YIFANGMIAN,ZAIRUIXINGKAFEICHENGLICHUQI,LUZHENGYAOJIUJIANGSHENZHOUYOUCHEXINDALOUDEKONGYUQUYUZULEYIBUFENJIRUIXINGKAFEI,BINGQIEHOUZHEDEGONGGUANYEWUZHIJIEYOUQIANZHEDEGONGGUANTUANDUIFUZE;LINGYIFANGMIAN,LUZHENGYAOHAIZUOLERUIXINGDETIANSHITOUZIREN,BINGJIELEYIBIQIANJIQIANZHIYA。

TEBIESHIZAIZIBENYUZHANLVECENGMIAN,RUIXINGKAFEIDE“SHENZHOUXI”BIAOQIANSHIQIZAICHENGLIDEDUANDUANBANNIANNEIBIANWANCHENGLEGUZHIWEI 10 YIMEIYUANDEALUNRONGZI,BINGYOUCIYIJIAOMAIRULEDUJIAOSHOUXINGLIE,CHENGWEILEGUONEICHENGZHANGZUIKUAIDEDUJIAOSHOU。

深谋远虑的“闪电战”

TONGZAOQISHENZHOUYOUCHEDEDAFAYIZHI,ZAOZAI 2016 NIANCHU,LUZHENGYAOJIUDAILINGRUIXINGCHUSHITUANDUIKAISHIXIHUAYEWUDESHANGYEMOSHI、CAIWUMOXING,BINGQIETUIYANGEZHONGKENENGTUFAQINGKUANGXIADEFANGFANCELVE,JISUANCHUYEWUBUTONGFAZHANJIEDUANDEZIJINXUQIUHERONGZIJIEZOU。

ZAILUZHENGYAOKANLAI,RUIXINGKAFEIDESHANGYEMOSHI,SHITONGGUOJIAOYIMOSHIDECHUANGXINHEJISHUDEYINGYONG,GENBENSHANGGAIBIANLEYUANYOUKAFEIXINGYEDEJIAOYIJIEGOU,CONGERDAILAILEJIAOYICHENGBENDEXIANZHUXIAJIANG。TONGSHI,TONGGUOHEGELINGYUDINGJIGONGYINGSHANGDESHENDUHEZUO,WEIKEHUDAILAIGAOPINZHI、GAOXINGJIABIHEGAOBIANLIXINGDEKAFEIJIQITACHANPIN。

DUIYULUZHENGYAOLAISHUO,RUIXINGKAFEISHIYICHANGSHENMOUYUANLVDE“SHANDIANZHAN”,MEIYIGEJIAOYINDOUYAOJINGGUOJINGMIDEJISUAN。ZHEISHITAZUOWEIFUJIANSHANGRENDEYIGUANDAFA。CIHOU,RUIXINGKAFEIDEJUEQIGENGSHIYUSHENZHOUYOUCHERUCHUYIZHE:JUERONGZI、DALIANGBUTIE、FENGKUANGKUOZHANG。

“MENGYANKUANGBEN”DEZHIYIXILAI。

“SHAOLESHILAIGEYI。” 2018 NIAN 7 YUE,RUIXINGCHUANGSHIRENJIANCEOQIANZHIYAZAIFABUHUISHANGQINGMIAODANXIEDISHUO。

ZHEIGEHONGDONGYENEIDESHUJU,ZAITAKANLAIBINGBUZHIDEYITI。BIJING,ZAISHANGYICHANGCHUXINGDEZHANZHENGZHONG,TAJINGSHOUDEZHICHU,SHIJISHIGEYI。

“SHAOQIANHUANLIULIANGDEQIANTAICIWUFEIJIUSHIKUISUN,DANSHIHUOQUYONGHUKEQUNYIJIGOUJIANPINPAIRENZHIDUBIXUQIANQITOURU。JIURUTONGXINGBAKEWEILEHUOQUYONGHUBADIANKAIZAIZUIHAODEWEIZHI,YESHIWEILEHUOQULIULIANG。”LIHUIBINGBUZANTONGDUIRUIXINGKAFEI“SHAOQIAN”YU“ZALIULIANG”ZHEILIANGGESHUOFA。

YUYUEZIBENCHUANGSHIJIZHIXINGHEHUORENLIUERHAIYEYOUXIANGSIGUANDIAN。“SHENMEJIAOSHAOQIANNI?NISHIKANDUANQIYINGLIHAISHIKANZHANGQIFAZHAN?DUIYUTOUZILAISHUO,ZHANGQIBUZHUANQIANKENDINGSHILAJI,DANDUANQIBUZHUANQIANJIUYIWEIZHEZHANGQIBUZHUANQIANMA?”DUIYURUIXINGKAFEIYIZHIYILAIBEISHOUZHENGYIDEKUISUNWENTI,LIUERHAIRUSHIBIAOSHI。

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