Cudi's copywriting became a hot topic, mocking Luckin Coffee and Moutai

A few days ago, the sauce-flavored latte jointly launched by Luckin Coffee and Moutai became extremely popular. At that time, someone suggested that Kudi should also make a similar joint venture. Now Kudi has collaborated with Wuchang Rice, but this time people don’t seem to buy it. However, the copywriting is quite good. Let’s take a look.

The "Soy Sauce Latte" jointly launched by Luckin Coffee and Moutai has been on the market for a week and its popularity remains unabated, and it is still out of stock.

In response to this, Luckin Coffee's rival, Kudi Coffee, could not sit still and teamed up with Wuchang Rice overnight to launch a new product, "Rice Milk Coffee", with a provocative copy:

"Drinking wine late at night hurts your liver, while drinking porridge in the morning nourishes your stomach"

Luckin Coffee and Kudi, which are of the same origin, turned to Guizhou in the southwest and Wuchang in the northeast respectively. Their main theme is that life is unpredictable.

Some people may not know much about Kudi Coffee. Here is a brief introduction. Kudi Coffee was founded in October last year. Its founder is Lu Zhengyao, who is also the founder of Luckin Coffee. Think about why Luckin Coffee’s logo is a deer?

Even 50% of Kudi’s core team came from Luckin Coffee. The reason why Kudi became popular before was because he opened a store next to Luckin Coffee. Whenever a Luckin Coffee store opened, Kudi would try his best to open a new store next door and put up a banner:

"Luckin Coffee founder treats you to coffee for 8.8 yuan"

In this way, it took only 7 months for Kudi Coffee to open 5,000 stores. It took Luckin Coffee 3 years to reach this number, and Starbucks China took 21 years...

Cudi's series of actions can't help but make people sigh. It turns out that high-end business wars only require the simplest methods.

If you co-brand Baijiu, I will co-brand the "mother" of Baijiu - rice, again implying that I am your founder.

You proposed the strategy of “white wine and coffee, one cup after another”, and I would advise “take care of your stomach, and drink as little as possible”.

Others only care about whether you drink too much, but I only care about whether you are tired after staying up late.

In short, what I mean is, do you think the person who is truly good to you is the one who drinks with you late at night, or the one who cooks porridge for you in the morning?

One more thing, I won’t drink this porridge if it’s not cooked by Song Yan…

After the promotion of Cudi's "Rice Milk Latte" was launched, the topic of discussion directly became the number one hot search on Zhihu, which can be regarded as a response to the opponent in terms of attention.

But the general evaluation of this is: it is a bit inferior and is not at the same level as "Jiangxiang Latte".

In fact, judging from these comments, this is indeed the case. "Rice Milk Latte" cannot be compared with "Sauce Flavor Latte" in all aspects. At the same time, the product itself has many bugs:

After all, if you really want to nourish your stomach, who would want to do so by drinking coffee?

In addition, some TCM enthusiasts have pointed out that white porridge does not nourish the stomach. The food people eat nowadays is already fine enough. If you drink even finer rice porridge, will your stomach still be upset? If things go on like this, you are prone to stomach problems.

In addition, if the other party is making a white wine coffee, you can make a rice porridge coffee one-on-one. I understand that white wine and rice have the same origin, but the question is, is the focus of "Luckin + Moutai" white wine? How is it possible? You should know that a month ago, Nayuki also co-branded Luzhou Laojiao. I guess everyone didn't know it? The focus has never been white wine, but Moutai.

The suggested retail price of a bottle of Moutai is 1,499 yuan (actual price is over 2,000 yuan), but now you can get it for only 16 yuan with a coupon from Luckin Coffee. Who wouldn’t want to try it?

You're co-branding Wuchang rice. Although Wuchang rice is very fragrant, who hasn't eaten rice? Do you think I can't afford rice? I can't afford Huaxizi, so I can't afford rice?

So it would be better to launch a "leek latte" . You have to know how glorious it was when Lu Xun led Luckin Coffee to reap the capitalist leeks on Wall Street. It was truly a shining moment for national enterprises.

After coming back, Lao Lu was kicked out of Luckin Coffee by Xiaolu. He opened Kudi Coffee with the leeks he cut, and every cup has the pure aroma of leeks.

Imagine that workers are exploited during the day and are subjected to PUA while watching livestreaming products at night. At this time, a cup of chive latte is a taste that the chives will never forget...

But are things really as simple as we think?

For these companies with a market value of nearly 100 billion yuan, are business wars really so frivolous and emotional?

The answer is of course no.

There is no trifling in the business world, and competition is certainly not for the sake of fighting. The reason why Kudi launched this "rice porridge coffee" is actually to implement Kudi's consistent strategy in the simplest way.

This strategy can be summed up in four words: press Luckin Coffee.

Since Lucky Coffee's founder, Lao Lu, left Luckin Coffee, Luckin Coffee has miraculously turned losses into profits, the number of its stores has exceeded 10,000, its revenue has surpassed Starbucks, and its brand marketing has been popular in waves. Both offline store traffic and online topic traffic are very impressive.

Seeing Xiaolu's success, Lao Lu smiled with satisfaction, waved his hand, and opened Kudi Coffee. If you have a lot of traffic and a lot of topics, then I will press you closely. We are all family, so let's be close to each other. The traffic will be kept within the family.

1. Stores are pressing

Cudi always opens stores next to Luckin Coffee. Lao Lu tries every possible way to be with Xiaolu, even squeezing in spaces such as the back door or the second floor. This is not to disgust the opponent, but a far-reaching business strategy, which can achieve at least two effects:

The first is to accurately intercept Luckin's customer flow. Most of the people who drink Luckin are customers who have an urgent need for coffee. What they want is those few grams of caffeine, which helps them refresh their minds and work efficiently. It doesn't matter to them which brand of coffee they drink.

Secondly, it has its own topic effect. Without spending a penny on advertising, you can create a topic and then invest all the saved marketing costs into new stores close to Luckin Coffee.

2. Tight prices

You sell Luckin coffee for 10-20 yuan a cup, and I, Kudi, will sell coffee for 9.9 yuan. It is said that wherever Kudi is, Luckin will also sell coffee for 9.9 yuan. Then, it is said that "Luckin founder Lu will treat you to coffee for 8.8 yuan." It is said that some places even sell Kudi coffee for 6.6 yuan a cup. Consumers are so happy that some people said that they drank Kudi for two consecutive months during the summer vacation and gained 20 kilograms. . .

3. Product pressure

If you are used to drinking Xiaolu’s single product, it doesn’t matter. Whatever Xiaolu has, I, Lao Lu, can give you the same cup at 50% of the price.

Xiaolu launched the Raw Coconut Latte, and Lao Lu also launched the Raw Coconut Latte; Xiaolu launched the Meteorite Latte, and Lao Lu launched the Starry Latte; Xiaolu launched the Orange C Americano, and Lao Lu launched the Citrus Latte; Xiaolu launched the Walden Blue Diamond Reina Ice, and Lao Lu launched the Pampas Blue Coconut Kuko Ice; Xiaolu launched the Jasmine Latte, and Lao Lu launched the Raw Yogurt Jasmine Latte...

In short, what you have, I also have, but my price is always lower than yours.

4. Marketing pressure

Xiaolu climbed up to Moutai, and a wave of "Jiangxiang Latte" swept the entire network. Lao Lu continued to implement the close-fitting strategy and quickly launched "Rice Milk Latte". Of course, he did not expect to share the same popularity, but only wanted to use the minimum cost to stick to this wave of popularity and get as much traffic as possible. At present, this goal has been achieved.

Cudi's goal is to open 6,000 stores by 2024. The core strategy is to "closely press" Luckin Coffee. As for whether it is low-end or reasonable, that is not the focus of consideration. The only thing in my mind is to open stores, open stores, and open stores. Right now, the only thing is to press, press, and press.

If Cudi really wants to compete with Luckin Coffee and Moutai, he should look for a joint venture with "Lafite 1982" , but the cost is too high and the execution time is too long, which is not in line with Cudi's close-fitting strategy at all.

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Old Lu looked at the little deer, and the little deer blushed. The whole picture was: it ran, it chased, it couldn't fly away even if it had wings...

After a close combat, Xiaolu shouted "It hurts, it hurts", Lao Lu shouted "Stick, stick, stick", and the worker drinking a 6.6 yuan cup of coffee next to him shouted "Fight, fight, fight!"

Mixue Bingcheng, who was serving American coffee at 4 yuan a cup, looked at them and smiled without saying a word.

Author: Kuang Shisan, WeChat public account: “Free shipping for text and articles”.