/ Assoc/Jun 28, 2022 GUANGZHOU -- This early summer, "CoCo invite all CoCo online to drink CoCo" generated millions of views on social media. Welfare, which can be pulled off the sheep after its name is CoCo, went viral. During the event, more than 800 participating stores delivered more than 20,000 cups of drinks. It turns out that this year is the 25th birthday of CoCo, on the occasion of the birthday, the brand to "have a surprise can be" as a new message.
Under the fierce competition in the tea and drink circuit, consumers have increasingly higher requirements for product quality and experience, and many brands have entered a new stage from "demographic dividend" to "human heart dividend". In the new stage, we need new ideas and new actions to embrace the new landscape." "It is CoCo's new interpretation of this stage.
Since its establishment in 1997, CoCo has been adhering to the use of fresh, high-quality ingredients, continuous innovation and upgrading of products, so that the word "surprise" is deeply rooted in the brand DNA. Its classic product is the memory of a generation, and has rewritten many consumers' initial impression of milk tea in the new century." "From CoCo always keep the belief that the formula of surprise is to give life power. The brand believes that delicious food comes from the land with vitality, while happiness is born in the heart with sensibility. Therefore, it has been constantly exploring food ingredients and trying to make drinks, and is committed to bringing surprises to consumers and bringing them the power to enjoy life.Product and experience double upgrade, full release of "surprise" signal
CoCo can be integrated into the new brand idea in product development, production, sales and other aspects, through product innovation, experience upgrade to interpret "surprise".
This 25th anniversary collection of six drinks, lime and coffee, mango and light wine, sea buckthorn and passion fruit innovative combinations, burst into a new clash of taste and texture. Milk tea three brothers this classic drink, the first "pudding pearl fairy grass frozen" combination, engraved consumers at the first taste of surprise. The appearance of fruit beer successfully created a happy atmosphere of summer. No matter new product research and development or classic reproduction, CoCo always insists on providing high-quality innovative products, pursuing product upgrading with the spirit of ingenuity, so that quality becomes the evergreen stone of brand development.At the same time, CoCo can always put user experience first. Five years ago, in order to optimize consumers' ordering process, CoCo became the first batch of catering brands to launch small program ordering. In addition to optimizing orders, we also communicate product information and strengthen communication with consumers through channel upgrading, content operation and rich activities. In this anniversary activity, CoCo launched a mini curation exhibition for its 25th birthday surprise, which displays brand content through offline store space and improves the frequency of interaction between customers and stores. The links of "surprise wheel" and "DIY self-feeding collocation "in the exhibition inject interest and freshness into the consumption experience. The products customized by consumers also have the communication property on social media to achieve the secondary communication effect.
extends the "surprise" to create the social value of the brand
While grabbing the popular bonus with "surprise", CoCo can also actively play the social value of the brand and boost the upgrading of the industrial chain. Different from the newly established brand, CoCo has penetrated into the upper reaches of the industrial chain since its 25th anniversary. Many years ago, Coco began to support the development of local agriculture by purchasing raw materials from remote areas, and use its products to speak for the rural and green environment. At present, the brand has explored the tea drinking value of a variety of rural ingredients, such as young barley, big fruit sea buckthorn, Daliangshan buckwheat, etc., expanding the demand market for such crops. Through deep cooperation with upstream plantations, CoCo also shortens its own procurement chain to ensure the freshness and quality of raw materials to the greatest extent.
CoCo can deeply cultivate the tea market for 25 years, continuously achieve phased breakthroughs in the deep insight into consumer preferences and market demands, release a new brand concept in the hot competition tea track, and maintain a good competitive advantage. Looking forward to the next 25 years, CoCo will continue to output positive energy, create healthy, delicious and innovative drinks, and create more accessible surprises for consumers.
