I was forced to start the second round because I was raised in poverty

Chapter 25 Brand Style
Does the higher the price, the higher the taste and the higher the style?
Not necessarily.

Some products are expensive but the quality is crap.

Some drinks are not cheap, but they really don’t taste good.

But they all have one thing in common.

That means you can show off.

Su Cheng didn't want to use this word at first, but after thinking about it... it seemed that only this word could most accurately describe what he wanted to express.

Is Starbucks really that good?
Su Cheng thought it was just average.

Not all customers who buy Starbucks are pretentious, but there are indeed quite a few who do so just to have a cup with a bad woman printed on it.

This makes them appear very "cool" and tells passers-by who see them: I am an elite who can afford Starbucks.

Simply put, cups are their decorations.

If Su Cheng's analysis is correct, this chain of contempt should be like this:
Private brands>Starbucks>Niche brands>Luckin Coffee>Luckin Coffee.

Some people just want to get a confidence buff.

This is Jingzhou, where every inch of land is valuable.

How many people made their fortunes here, how many people perished here, and how many people struggled here.

This group of people are very lacking in confidence, so they need a confidence buff to prove that they are doing well.

Without Starbucks, their confidence will be compromised and they will not be what they imagine themselves to be.

These two groups actually overlap to a large extent, but not completely.

Then the problem is coming.

Can they only have Starbucks in their hands?
Can I have the coffee made by Tang Li?
of course can.

What Su Cheng wants to do is to make Tang Li join this chain of contempt.

In other words... let Tang Li stand at the top of the contempt chain.

Fortunately.

Tang Li named his cafe pretty well, it’s a piece of French.

C'est La Vie.

The logo on the cup is also very nice.

Most importantly, Tang Li gave his coffee many names.

For example, American coffee in his shop is not called American coffee, but an incomprehensible French name.

For ordinary consumers who just want caffeine to refresh themselves, these things are useless. Instead, they affect the normal ordering process, and customers can only rely on pictures to identify the types.

But for the two groups of people Su Cheng just mentioned, they are too "high-end".

Maybe some people will even go to learn a few French sentences.

The only thing Su Cheng has to do is to increase the price of each product.

This is another reason why Su Cheng doesn't play the free card.

The free route and the high-end route are completely conflicting.

The price of 30 yuan is not high-end enough, and if it is free, it will seem even more low-end.

Su Cheng thought about it and felt that Tang Li’s unit price should at least double!
Su Cheng set the price between 50 and 70.

According to the exchange rate, it is 7 to 10 dollars.

This price is considered high-end coffee even in Europe and the United States.

to this end.

Su Cheng also asked Qin Fen to contact Tang Li specifically to confirm that he had never organized any activities with "free" as the element before.

"Yeah, yeah, okay, I understand, Mr. Tang."

After Qin Fen hung up the phone, he explained to Su Cheng.

"Brother Cheng, he has never done anything like this."

"That's good."

"But he just said he did a tasting."

Su Cheng immediately became alert: "Tasting? What tasting?"

After listening to Qin Fen's statement, Su Cheng almost burst into swearing.

15ml tasting at the store entrance?

Isn’t this milk tea’s trick!
How much is 15 ml? One sip?
"Oh my goodness, this is outrageous." "If I had known earlier, I would have accepted 50 yuan from him."

Su Cheng's mind raced: "It's okay, it's just a minor issue. It won't affect our plan."

Su Cheng felt that not only would it have no impact, but it would be of some help.

That's right!

Our coffee is so "noble" that you can only try 15 ml.

And we can only order in the store, not takeout.

The first step is to break down the wall and replace the light.

The second trick is to raise the unit price.

After these two moves, the problem of the cafe has actually been solved.

Whether in terms of internal evaluation or actual results, this plan is fully worth the 34 yuan paid by Tang Li.

But Su Cheng still thought about helping Tang Li.

First, seeing that Tang Li really didn't know how to do business, although he was a stupid son of a landlord, he was a man of character, and Su Cheng felt a little sympathetic towards him.

Secondly, he, Ye Li, and Qin Fen felt bad for talking so much about others behind their backs.

So Su Cheng added his third trick to the plan.

The purpose of this move is publicity, mainly to speed up the first two moves, attract more customers, and help Tang Li recover costs faster and achieve profitability.

Su Cheng doesn't like the concept of marketing, so he doesn't use commercial marketing methods.

What about hunger marketing, hiring people to queue up? Su Cheng is too lazy to use that kind of thing.

Not to mention that this is a deception in itself, creating the illusion that the store is doing good business.

Just hiring people is not cheap.

In Jingzhou, a person has to make at least two to three hundred yuan a day.

Su Cheng was talking about the price for young people. Old men and women are not counted. If anyone in his seventies or eighties queues up here to buy coffee, it will be obvious that he is fake.

If I were selling eggs or cabbage noodles, people might still believe me.

Ten people are not enough, at least twenty or thirty people are needed.

That’s how much it costs.

This is equivalent to spending nearly 10,000 yuan per person every day before the store opens.

Moreover, this method only treats the symptoms and not the root cause. It will take at least two or three months to be effective.

20 a month, that’s nearly one million in three or four months.

This does not include the waste of raw material costs. How many cups can actually be sold to customers?

There is really no need to cheat others and harm yourself.

Su Cheng’s method is to “throw the cup”.

"Throwing a cup?"

Ye Li and Qin Fen were both curious.

Even the two of them didn't understand what Su Cheng was trying to do.

"Simply put, it's throwing coffee shop cups into major office buildings and commercial buildings."

"Brother Cheng, what's the use of this?"

"Of course it works."

Not only does Tangli have a high-end logo and name, but the cups are also made in a unique way.

It is said that it was designed by French art students and is a string of French words.

"Suppose you happened to see a beautiful and unique cup in the company's trash can. Would you be curious about what kind of drink it is?"

Qin Fen nodded. He would really be curious and might even go to the group buying app to search for it.

This is Su Cheng’s propaganda method.

There are so many office buildings and skyscrapers, and CLV cups can be seen on every floor. There must be people who are curious about its taste.

After consumption, the cup reappeared in the building.

It is true that the cup that appeared today was placed by Su Cheng, but the cup that appears tomorrow was purchased by the customer with real money.

They might not even be thrown in the trash, but placed on a conspicuous table: Hehe, look, I spent 70 yuan to buy a cup of coffee.

(End of this chapter)