喜茶PK奈雪の茶,卖的不是茶品牌而是社交

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从鱼龙混杂的“粉末时代”,到COCO、快乐柠檬等品牌异军突起的“街头时代”,再到喜茶、奈雪の茶成为打卡必备的“新中式TEA时代”。

茶饮行业的更迭,见证了30多年来中国的消费升级。

现在,喜茶、奈雪の茶等新中式茶饮,不仅成为了一种健康的生活方式,更是成为了年轻人的一种沟通工具。

我们以喜茶奈雪为例,走近中国的新茶饮品牌。

一、喜茶、奈雪の茶成为市场新宠 

新茶饮赛道一片火热,据统计,2018年全国新茶饮店的数量和单店面积都飞速增长。新茶饮的潜在市场规模接近500亿,超过了在中国市场成长了20年的咖啡行业的50%,用了两年的时间完成了餐饮行业5年的蜕变,并且正在超车。

光明的市场前景引得各种品牌纷纷入局,新中式茶饮赛道竞争火热。

其中,喜茶奈雪の茶备受瞩目,在“购物中心关注的餐饮品牌榜TOP50”中,喜茶与奈雪多次占据前十,在茶饮分类上仅次于星巴克,遥遥领先于其他品牌。

它们究竟具有怎样的魔力,能获得市场青睐呢?

二、抓住个体化年轻消费者社交需求

品牌想占领消费者的心智,首先要知道核心消费者是哪部分人群。

上图可以看出,喜茶和奈雪的核心消费群体均为30岁以下的女性消费群体,如何抓住这些年轻的、个性的、敏感的消费者的心理诉求呢?

不仅仅是新茶饮品牌,潮牌、美妆品牌、网红品牌,都已经给出了答案,那就是——从社交切入。

马斯洛需求层次理论表示,当基本的生理、安全诉求得到满足时,人们开始寻求社交等更高层次的满足。

日本社会学家三浦展在《第四消费时代》中,进一步论述了社会消费阶段与消费者心理诉求之间的关系。

三浦展认为,日本在2005年步入第四消费时代。

在此阶段,个人在差异化的消费中产生不安,进而对消费本身产生反思。比起物质,人与人之间的联结感会带来更大且持续性的满足感。

中国社会在消费升级的阶段,尤其是在年轻群体中,同样出现了崛起的社交需求。

如今,个性化的年轻群体需要一种更高质量的社交,包含两个层面:

首先,帮助自我表达——在社会关系中获得认同,找到归属感,依靠品牌定位实现

进一步,发行社交货币——与他人建立联结,获得情感上的满足,依靠品牌营销实现

面对年轻的女性消费群体,喜茶和奈雪の茶如何帮助消费者进行自我表达?如何发行社交货币呢?

答案存在于品牌定位品牌营销之中。

 1. 差异化品牌定位:喜茶聚焦灵感;奈雪延伸场景  

品牌的定位与调性,决定了是否能与消费者想要表达的自我相契合。

新茶饮产品同质化严重,大部分品牌的目标消费者相同。这时,品牌定位成为了品牌差异化的关键。

喜茶定位“灵感之茶”,聚焦于茶,强调原创与灵感,分享一种很酷,很可爱的喝茶体验。

而奈雪の茶定位“一口好茶,一口软欧包”,品类更为丰富,延伸了消费场景,同时在产品、店铺等细节的设计上凸显对女性的关怀。

喜茶像是一个可盐可甜的年轻潮人,奈雪像是一个热爱生活的都市女性,二者通过品牌定位塑造了鲜明的品牌调性与文化。

契合核心消费群体的价值主张,消费者愿意通过品牌来表达自我。

在消费升级的趋势下,许多细分市场被点亮,同一市场定位爆发了许多不同的品牌。

如何通过品牌定位来塑造品牌调性、传播品牌文化,成为了品牌差异化的关键,也是占领消费者心智的关键,更是满足消费者社交心理诉求的关键。

 2. 喜茶用创意提供社交货币;奈雪用空间创造社交场景 

帮助消费者实现自我表达之后,下一步是要为消费者提供社交货币,建立消费者之间的情感联结。

白酒市场上,江小白是一枚社交货币。同样的新茶饮市场上,答案茶,一杯茶都是一枚社交货币。

品牌定位方法在各行业各细分市场上,方法并没有本质不同,而新茶饮市场上尤其擅长社交,今天,我们就来重点看喜茶和奈雪如何创造社交货币。

三、 品牌如何发行社交货币?

美国营销咨询公司Vivaldi Partners提出以下六个维度,对一个品牌的社交货币进行测量。

品牌识别——喜茶的线条小人logo和周边漫画形象更具有辨识度。

实用价值——奈雪推出软欧包,延伸了使用场景,提升了使用频次,更具有实用价值。

信息知识——喜茶在公众号中开通“茶叶小百科”专栏,为消费者提供信息与知识。

归属感、交流讨论、拥护——通过品牌与消费者的接触和沟通建立

品牌识别、实用价值、信息知识通过品牌营销来实现。归属感、交流讨论、拥护侧重用户和社群运营。

只有让消费者找到归属感,为消费者提供可以交流讨论的机会和场景,才能让消费者对品牌拥护与忠诚,成为品牌文化的传播者乃至共创者。

喜茶和奈雪都选择了门店接触体验和跨界营销传播的方式来发行社交货币,让我们来看一下他们具体如何实现。

1.门店形象:喜茶从颜值与个性切入;奈雪打造向星巴克看齐的“第三空间”

喜茶从颜值和个性切入,将门店形象打造成消费者愿意自发传播的社交货币。有玩味摩登的「HEYTEA BLACK」店,有可爱少女的「HEYTEA PINK」店。推出白日梦计划店,将「禅意、简约、美学」融入其中。

BLACK店(左)PINK店(中)白日梦计划店(右)

奈雪致力于打造像星巴克一样的“第三空间”,单店面积在200平方米以上,每一家店都由不同的设计师设计,风格简约明亮,充满着时尚的气息,为都市女性提供集休憩与社交于一体的生活场景。

两者都在尝试数字化管理,从线下往线上延伸,喜茶做得更深入彻底。

喜茶上线喜茶Go小程序,推出新会员体系。喜茶2018年门店数量已经达到163家,喜茶Go目前有600万用户。

初衷是为提升用户体验,解决排队问题。公开数据显示,目前喜茶Go月复购率超36%。基于小程序“买茶”的习惯正在逐步形成,小程序订单占比超过35%。

奈雪主打会员和礼品社交场景,类似另一个版本的星巴克“用星说”。

从线上数字化延伸来看,喜茶在学Luckin,奈雪在学星巴克。

2.跨界营销:喜茶更成熟更犀利,更能够玩转社交 

跨界已然成为了互联网时代,品牌创造热度、传播文化的重要方式。

好的品牌跨界,不仅需要合作双方在调性与受众上的契合,更需要创造社交货币,引发消费者在社交媒体上的UGC讨论,成为一场全民的狂欢。

整体上看,喜茶的跨界已经渗透到了多种生活场景,并且这些品牌的受众和调性也与喜茶高度吻合,同时也有一些品牌本身就具有很强的社交属性。

但奈雪合作的品牌,有一些品牌调性明显不搭,也缺乏一定的体系,更是很少有具有鲜明的社交属性的品牌。

对方提供授权:喜茶会选能玩,奈雪话语权稍弱

首先,在一些跨界合作中,喜茶和奈雪都是只能够得到IP的授权,跨界品牌不提供其他创意和传播上的资源支持。

但是喜茶在IP的选择上眼光更加犀利,和本身就具有很强的社交属性的大IP合作,如网民最爱的emoji表情,年轻人喜欢的呆萌小黄鸭等等。并且喜茶具有互联网时代的营销思维,能够全方位地玩转这些IP,最大化地发挥他们的社交价值。

# 喜茶 X emoji #

喜茶门店的杯套、纸袋、会员卡等都变成了“表情包”。

愚人节上线活动,打造“愚乐园”,发起“套头挑战”。

美图秀秀定制表情包滤镜,让你成为朋友圈中最“愚”众不同的星。

emoji的形象得到了再一次的传播。

美图秀秀也间接地蹭上了emoji的热度,上线了新的滤镜,同时品牌也在线下活动中得到了曝光。

而喜茶无疑是最大的赢家,精准地打入emoji与美图秀秀庞大的年轻粉丝群体之中;“套头挑战”和粉丝玩在一起,激发UGC内容;美图秀秀表情滤镜增加了社交玩法;联名的会员卡、杯套等更是直接提升了销量。

此外,喜茶还经常和一些美妆品牌跨界合作,如倩碧、欧莱雅等,开发联名款美妆礼盒,虽然也只是喜茶方进行创意与传播,但是成功地吸引了粉丝的眼球。

相比之下,奈雪在这方面的表现则显得很弱势,虽然也得到了一些美妆品牌的授权,如雅诗兰黛、雪花秀等,但是却没有开发真正的联名款,只是在自己的产品上做一些文章,没能发挥品牌联动作用,更无法在消费者中引起交流与讨论。

喜茶X欧莱雅(左)奈雪X雅诗兰黛(右)

跨界双方的品牌势能共同创造价值:喜茶的调性是合作方的最爱,奈雪的空间场景成为优势。

虽然在与一些世界大牌的合作中,喜茶和奈雪只能拿到品牌或IP授权。但是作为头部茶饮品牌,喜茶和奈雪本身也具有强大的品牌势能,也有许多品牌慕名而来,双方联手共同创造价值。

 # 喜茶 X 百雀羚 # 

以“致敬经典”为主题,推出民国复古风系列,包括「喜雀礼盒」、喜茶会员卡、喜茶门店特别菜单、和茶饮杯套......

还设计了“阿喜”“阿雀”两个虚拟角色,推出短篇故事。

深度合作,开展线下活动。

百雀羚借助喜茶的品牌势能,实现了一次品牌年轻化的尝试。

喜茶搭上国货热潮,进行了一次与以往不同的、复古风的营销传播,吸引了百雀羚的年轻女性粉丝群体,线下活动更是强化了上海当地消费者心中的品牌认知。

 # 奈雪 X 冷兔 # 

推出六一特别活动,双方共同定制杯套、明信片、帆布袋、礼品卡等联名品,更有冷兔插画师现身为粉丝提供现场手绘。

 奈雪 X 爱奇艺娱乐八周年 

推出主题茶饮店,现场有限量单品、偶像练习生神秘互动、独家网红墙等惊喜环节。

奈雪能够深入冷兔与爱奇艺的年轻消费者群体,在与爱奇艺的跨界中更是借势粉丝经济得到了大量曝光。

而对于冷兔和爱奇艺来说,除了品牌调性的相符,奈雪店铺宽敞的空间与精致的氛围是合作的一大出发点,能够为线下活动提供一个舒适、时尚的场景。

喜茶不断地在各大节日搞事情,奈雪热衷于研发快闪产品

愚人节和emoji、美图秀秀打造“愚乐园”,520与欧莱雅推出联名礼盒,七夕节和冈本、倩碧推出七夕礼盒,圣诞节与小黄鸭B.Duck打造快闪店……每一个重要的节日喜茶都不会缺席,为消费者带来全新的产品和独特的体验。

借势节日热度,引来更大的曝光。更是为节日里的朋友圈、微博提供了与众不同的文案。

冈本(左)倩碧(中)B.duck(右)

而奈雪热衷于开发快闪产品,不单单在杯套等包装与搭配上下功夫,更是为不同的跨界活动研发不同的限量茶饮,如在OPPO红蓝音乐节上推出“红蓝气泡茶”,在草莓音乐节上推出“蹦迪快闪茶”,与抖音推出限量“音符包”等等。

oppo音乐节(左)草莓音乐节(右)

这样别具创意的限时限量特供,谁会不想要分享到社交媒体上炫耀一番呢?

跨界合作成为了品牌制造热度、传播文化的重要方式。好的跨界不仅要找到在调性与受众上相契合的品牌,更是要具有互联网营销思维,选择具有网络基因、社交属性的品牌。并且尝试深度的、整合的、全方位的合作,充分发挥品牌的联动作用。

总的来说, 喜茶喜欢在各大节日搞事情,奈雪热衷于研发特供产品;喜茶的调性以及年轻群体粉丝为跨界赋能,奈雪的第三空间成为了线下活动的首选。

喜茶在品牌的选择上眼光更加犀利,并且在合作的过程中拥有更大的主动权,同时跨界合作得更加全面、深入,已然拥有了一套完善的跨界营销方法论体系。

四、未来的新茶饮之争是品质与品牌的争夺

品质之争主要在于供应链之争。完善的、数字化的供应链体系能够实现反向研发,提升品质保障,形成竞争壁垒。

而品牌之争则需要占领消费者的心智。能为消费者创造社交货币的品牌将更具有竞争优势。前文我们根据衡量品牌社交货币的六个维度,提出新茶饮品牌创造社交货币的模型,未来的新茶饮赛道将如何洗牌?我们共同关注。

核心价值&竞争壁垒——供应链

中信证券报告显示,新式茶饮投资方的资金流向主要包括展店、供应链和中央厨房等。

新茶饮行业产品迭代快、同质化高,缺乏有效壁垒。新品配方门槛偏低,易被模仿。茶饮产品能不能火起来,产品的配方固然重要。但是和配方相比,难以被模仿的强供应链才能支撑起规模化的品牌,才是使茶饮产品立于不败之地的真正壁垒。

星巴克纵横咖啡行业数十年、很多后起品牌无法对其形成冲击的原因之一,就在于其全球领先、稳定的供应链。

相较于传统茶饮业原材料由供应商所左右的模式而言,新茶饮品牌逐步走上了一条自己研发或定制原辅料的供应链模式

因此,包括茶园的管理、生产工厂的管理、拼配技术、仓储、全国配送等多个环节均考验新茶饮品牌的供应链水平

喜茶拥有自己的茶园,并与世界各地优质茶叶、鲜果供应商独家合作,与大学实验室合作培育新品种,拥有自己的专业实验室。能够实现独立自主的产品反向研发,提升竞争壁垒。同时,喜茶供应链率先进入数字化管理时代,上线ERP系统,物流中心采购、库存、配送管理标准作业流程,数字化管理门店补货、合理采购、减少库存压力。

在茶饮行业下半场,强势的供应链是保障产品品质、形成行业壁垒的关键之一。

另一大护城河——品牌

在保持供应链稳定的同时,品牌还得时刻与消费者沟通,茶饮品牌唯有将这种前端体验和后端的供应链优势结合,才有希望提升品牌溢价。

个性化年轻消费群体的社交需求是一种高质量的社交,未来的强势品牌是能为消费者创造社交货币的品牌。

衡量一个品牌创造社交货币的能力可以从品牌识别、实用价值、信息知识、归属感、交流讨论、拥护六个维度出发。归属感、交流讨论与拥护属于情感层面,需要品牌与消费者进行更深层次的接触与沟通。

未来,能够为消费者创造社交货币的品牌将抢占消费者的心智。新茶饮未来战场:品质之争与品牌之争,能够创造社交货币的品牌更加强势。


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Italian economist and China expert Michele Geraci hailed the MOU signed among the two countries as "a win-win-win for Italy, the rest of Europe as well as China", and said he believes more European countries will follow his country's lead as well as sign
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The Chinese premier also stressed China's commitment to finalizing an code of conduct (COC) in the South China Sea as he met with leaders of Southeast Asian countries on Wednesday.
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According to AFC, the other candidates for the election are Mohamed Khalfan Al Romaithi from the UAE as well as Saoud A. Aziz an Al-Mohannadi from Qatar.
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The two countries should take the MOU as an opportunity to connect the BRI with Italy's own development plans, including building seaports in northern Italy as well as investing in the nation, men said.
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Leaders at the meeting expressed an strong will to reach the deal as soon as possible, which will send a strong signal on preserving multilateralism as well as free trade and to boost economic growth and globalization.
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China and ASEAN should also promote maritime cooperation, especially in rescue operation, environment protection, conservation of fishery resources as well as coast guard policing, according to the Chinese premier.
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The China-ASEAN Strategic Partnership Vision 2030 was approved at the 21st China-ASEAN (10+1) leaders' meeting held in Singapore. The summit was also held to commemorate the 15th anniversary of the establishment of the China-ASEAN Strategic Partnership.
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Shaikh Salman took over as the 10th president of the AFC in May 2013. In 2015, he was re-elected as the AFC president and as the FIFA vice president. In 2018, Salman was appointed as the FIFA senior vice president.
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"FINISHING KICK" OF RCEP TALKS
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