Editor's Guide: in the past two months, Ruixing coffee has suspended many stores in succession, but it is still changing from loss to profit. What has it done? The author of this article has analyzed this from the perspective of Ruixing's products and operations. Let's have a look.
On the evening of May 24, Ruixing coffee released its unaudited quarterly report for 2022, achieving a revenue of 2.4 billion yuan in a single quarter, an increase of 89.5% year-on-year, and realizing the first positive quarterly profit since the establishment of the company.
Affected by the new round of epidemic, in 2022, Ruixing coffee had an average of 700 stores suspended from business every day in March. In April, due to the epidemic in Shanghai, the average total number of stores suspended from business increased to 950.
Today's article analyzes from the perspective of Ruixing's products and operations, why so many offline stores are closed and still turn from loss to profit?
01 dig deep into user needs,Push good products to users
1. define brand positioning and develop popular products
Among Ruixing coffee users, 50% are aged 20-29, more than 60% are white-collar business users, and more than 30% are users from Beijing, Shanghai, Guangzhou and other places. Brand positioning emphasizes "professional, young, fashionable and healthy".
In terms of product research and development, it focuses on the preferences of young people.
Among them, in April 2021, Ruixing coffee launched the coffee drink "raw coconut latte", which quickly became popular, with a cumulative sales of more than 100million cups. In April, 2022, Ruixing and Yeshu launched the co branded "Yeyun latte", which sold 4.95 million cups in the first week, with a total sales volume of over 81million.
With the arrival of summer, a new "coconut cloud essence American style" has been added to the cloud recently, highlighting the characteristics of weight loss & Fitness users' rest assured drinking, bringing surprises to users who love American style.
2. data driven, sound R & D system
In addition to the main coffee drinks, Ruixing has also developed many Ruixing chaopin series. The R & D system of Ruixing also refers to the R & D process of the Internet, which is divided into five links: product analysis, menu management, product R & D, product testing and product optimization.
They focus not only on the research and development of popular products, but also on the establishment of a sound product research and development system and orderly research and development of more products, which is the foundation of Ruixing.
The Dragon Boat Festival is coming, and Ruixing zongzi has been added. There are a variety of categories to choose from. It is a good choice for business contacts, employee welfare, relatives and friends.
From the production process and poster publicity, users can feel the unique quality of Ruixing. From the perspective of commodity evaluation, users' high praise rate is also relatively high.
02 integration of product and transportation, fine operation
Let's take a look at the resume of Yang Fei, one of the founders of Ruixing coffee. As an early co-founder, he built "Xiaolan Cup" into a phenomenal consumer brand from scratch. He is good at mobile internet marketing and user operation, and takes "flow pool thinking" as the core concept to realize the fission growth and private domain retention of coffee users. He has more than 20 years of practical marketing experience and is the author of "flow pool".
Through his resume, we can know why Ruixing attaches great importance to and is professional in Internet marketing and user operation.
Let's take a look at the characteristics of Ruixing's operation mode.
1. attach importance to content operation and improve brand and sales performance
The official account of Ruixing was searched throughout the network, and short video content and live broadcast were arranged on the mainstream short video platforms such as Tiktok, video number, xiaohongshu, Weibo and station B.
Among them, Tiktok platform is the main force contributing to sales performance, video numbers are channeled to the private domain through enterprise wechat and small programs, and the role of other short video platforms is mainly reflected in brand operation.
Next, let's take a look at the three mainstream platforms: Tiktok, video number and xiaohongshu:
1) Tiktok
The Tiktok platform has three Ruixing coffee accounts. The positioning of each account and the IP characters appearing on the screen are different. The video content includes sitcoms, coffee knowledge and product grass planting.
Three accounts will open live broadcast every day, mainly selling coffee products.
As of the time of writing the article, the number of fans on the Tiktok platform was 116.51w, and the live broadcast sales in the past 30 days were 2305.18w.
Tiktok data of Xinbang platform
2) Little red book
The video mainly includes product introduction, welfare activities and store introduction. Up to now, the number of fans has exceeded 24.33w.
Little red book data of new list platform
3) Video Number
There is a link to enterprise wechat on the home page to guide users to add enterprise wechat and communities. The main content of the video is product introduction and sitcom.
The live broadcast will also be started synchronously every day. The live broadcast is mainly about the daily work of the clerk at the bar. The broadcast volume in the live broadcast room is about 14W every day. Users can receive coupons and sell paid membership cards in the live broadcasting room.
From the live data, the conversion of video number platform is much lower than that of Tiktok.
Video number data of Xinbang platform
2. create a private domain system, and do user precipitation and re purchase
Yang Fei, the founder, said that Ruixing now has nearly 20 million private domain users. Ruixing's private domain operation is divided into three levels: large, medium and small. Each level has different operation methods.
1) Big private domain
The main source is users of self-developed platforms such as Ruixing app and applet
2) Private domain
The main source is the users of official account, small programs and enterprise video numbers in the wechat ecology. They use the advantages of wechat ecology to transform to small private domains and enrich the private domains.
Ruixing coffee has more than one million fans on its official account, with 10W headlines,. Add a small private domain drainage portal in the menu bar and tweets of the official account, guide users to add enterprise wechat, and then invite users to enter the small private domain welfare group.
3) Small private domain
The main sources are users of enterprise wechat, circle of friends and wechat community. They mainly undertake users and re purchase transformation of large and medium private domains.
In terms of operation mode, there will also be a special community operation officer. Community operation has three characteristics:
① Operate according to users' geographical location
There are two ways for users to enter the ruixingli group. One is to search the store name by themselves through the group link;
The other is to identify the poster QR code sent by lucky, the chief welfare officer, and directly enter the nearby store welfare group to ensure that the user's geographical location is closest to the store.
② Fixed time push content
The topic and time of daily push in the user community are also relatively fixed. For example, a coupon for breakfast will be sent at 8:30 a.m., so that users can form a habit and help improve their stickiness.
③ Keep giving discounts to users
The main reason for making the community active is that different discounts are given to users every week. For users, it is a small happiness to receive a discount during work and share afternoon tea with colleagues.
In addition to community operation, Ruixing coffee also has a sound user membership system to encourage users to apply for free cards. Users who open free cards can enjoy preferential privileges.
03 write at the end
Ruixing not only has its own set of methods in product and operation, but also is more professional in marketing.
Before the 2022 Winter Olympics, skier Gu Ailing has been signed as the spokesperson. The slogan "young, we need Ruixing" has been deeply rooted in the hearts of the people. Ruixing coffee's young and dynamic brand image has been re established in the hearts of users.
Healthy ecology needs to be considered in all aspects. Good products, marketing methods and refined operation are the core of performance growth.
This article is written by @ Shizijie, who said that the product was originally released by everyone. Everyone is a product manager. It is forbidden to reprint it without permission
The picture is from unsplash and is based on cc0 protocol
