Can not doing what one wants be called rebirth?

Chapter 421 427. Horse Racing
Before Miao Keyan joined the crew for filming, she had one last advertisement to take.

Unlike other business orders, no money was charged for this cooperation.

Because Party A’s name is Dianjin Coffee, and we are also one of our own.

In the Internet world of 2015, advertising has already taken shape.

But there is still a lot of traffic but few brands, and people have not yet realized how influential information flow is.

So at this stage, as long as you have channels, funds, and are willing to spend money, you can easily create a hit product.

So, one day in April.

The opening banners of major social media platforms such as Miaoyin, Weibo, and Xiaohongshu have become short videos.

The video shows a tall working woman wearing an off-white suit.

She is holding an ivory diamond-patterned handbag, with her long, slightly curled hair falling on her shoulders. The backlight outlines her graceful figure, leaving everyone with only a curvy back.

She walked into a beautifully decorated coffee shop, picked up the coffee brought by the waiter, lightly stirred the latte, danced her slender fingers on the keyboard, and tapped her toes lightly to the jazz melody.

The light flashed across the screen, and the camera turned at the right time to reveal a stunningly beautiful face.

A piece of text floated up immediately afterwards.

——【The petty bourgeoisie life turns stones into gold.】

Throughout the whole process, the heroine didn't speak, but her elegance and refinement were reflected in every detail.

Of course, the audience who know her knows it just as well.

After all, there are dozens of reality shows, which is enough to have a thorough understanding of her living habits.

The final scene is the bright sign of Dianjin Coffee.

On the day of the launch, Dianjin Coffee attracted long queues in different cities.

For the first time, there was a traffic jam on Julu Road in Shanghai due to a coffee shop. In order to get a cup of coffee, employees from nearby large factories were late and had their performance deducted.

“This advertisement is so effective!”

For many brand marketers, a successful joint marketing campaign or official endorsement announcement has always been a mystery and a low-probability event.

But this probability does not seem to hold true for Dianjin Coffee.

From the initial series of activities at the Beiyuan single store, to the launch of the App at hundreds of stores in Jiangcheng, and then to leveraging the huge traffic from the new champion of "Goddess 101".

Dianjin Coffee has achieved great success in terms of popularity, sales volume and even word of mouth through marketing time and time again.

Nanhu Industrial Park, Dianjin Coffee’s top floor conference room.

The two bosses sat side by side, listening to the data reports from their staff.

"Not surprising, not surprising at all."

Faced with the sales volume that showed a big positive line, Lu Jincheng nodded with a smile.

Since April, Dianjin Coffee has adopted a more aggressive approach, launching various advertisements at full speed.

Such intensive marketing activities are not random.

Putting aside Miao Keyan's endorsement, Dianjin Coffee also took advantage of the App that was planned early on and carried out a series of fission marketing.

New users can try the drink, get a 9.9 yuan coupon, and get a free drink if you share or refer others.
A series of activities are added together to gradually expand the customer's circle of friends.

That's right.

This era is different from later generations. People are still very keen on sharing on WeChat Moments.

In addition, mainly relying on the Dianjin Coffee App, ecological cooperation occurs between enterprises and institutions with membership systems. The simplest examples are Meituan Delivery, Ele.me, and other Internet companies that are racing to grab market share.

By distributing coupons through long-term corporate channels, Dianjin Coffee can be independent of time and space and penetrate into the capillaries of business scenarios.

"Boss Lu, Boss Zhou, that's about it."

The PPT used for the report was placed on the last page. The two people in the front row looked at each other and saw satisfaction in each other's eyes.

"Okay, you guys go back first and report any abnormal situation at any time."

Zhou Si Ning adjusted the hair beside her ears and looked up.

The heads of various major lines stopped taking notes and prepared themselves mentally to get busy.

After the meeting, she took Lu Jincheng back to the office, and only then did she finally show some fatigue.

"I'm so tired. I've been making plans these past few days and haven't had time to rest properly."

The brown-haired girl stretched her arms and stretched lazily. Her short top couldn't cover the movement at all, revealing a glimpse of her white waist.

Lu Jincheng walked slowly to the door, opened a pack of Mingqian Longjing tea, brewed a pot of tea himself, and brought it over.

"The expansion period is like this. We have to seize this wave of traffic. If we miss this opportunity, we will miss it forever."

He moved behind the girl, put his hands on her shoulders, and applied gentle force.

"I know, I know. Scale comes first. I've heard these four words so many times that my ears are almost callused."

Zhou Si Ning leaned over to the teacup and blew gently to cool it down, with dimples faintly visible at the corners of her mouth.

Scale comes first, until you find the gear that drives the business.

As a chain brand focusing on freshly brewed coffee, Dianjin Coffee's store opening speed in April can be said to be unparalleled.

During this period, Dianjin Coffee has new stores under construction or officially opened for business every day in different cities.

For chain brands, scale is the foundation of everything and the most powerful gear to drive business.

Zhou Si Ning didn't understand it at first, but after being in a high position and continuing to learn, she gradually realized this truth.

Scale is the fundamental reason why the capital market will pay for the dream of “10,000 stores” again and again.

Dianjin Coffee’s small shops and franchise model are the cornerstones for its rapid expansion.

The rapid expansion of operating scale is often accompanied by extreme tests on the supply chain, store experience, product quality control, marketing plans and organizational structure.

If any link fails, the business model will collapse in an instant.

Among them, how to take over offline traffic through marketing means so that franchisees will not be troubled by customer diversion even when the store density increases is the key to achieving high-quality growth.

When it comes to traffic, many people will think of "top stars".

Indeed, the support of top-tier influencers can bring explosive traffic and relatively rich sales conversions to the brand.

Lu Jincheng also pointed out at an internal meeting that fans are the most favorable source of traffic for companies to build their brands in the era of self-media.

But when it comes to celebrity collaboration, Dianjin Coffee is not really interested in finding top stars.

Young actresses and newcomers who have high favorability among passers-by and good reputation are often the best solution for this version.

Mr. Lu is a veteran of the traffic era and is well aware of the ultimate meaning of marketing.

Compared with what other brands think, that is, betting on top stars or choosing top star substitutes, star collaborations of Miao Keyan's level do not carry naked monetization intentions.

Instead, it creates a sense of "relaxation" and "friendliness" for the brand.

(End of this chapter)