The new type of "coffee blind box" is becoming popular: daily sales of more than 10,000, it depends on luck what you get?

This article starts with the recently popular "coffee blind box" and breaks down its operation in detail. It is recommended for those who want to understand the operation of blind boxes.

"This is... too exciting!" Recently, a "coffee blind box" has become popular. You can only choose coffee or tea, cold or hot, and what you drink is completely up to "luck". Gifts can also be randomly given, and the quantity and type are also completely random. The way of tapping the button to order food is also full of ritual, "the sense of a large-scale game console". Since its opening, the daily turnover of this store has reached more than 10,000, and the machine can almost reach the upper limit of food delivery every day. What is this new gameplay?

01 Daily turnover exceeds 10,000 yuan, the new "blind box coffee" hits the young people again

"For less than 20 yuan, you can get a StellaLou doll and a cup of coffee!"

Recently, many of my friends have been recommending to me the newly opened "DEARBOX Blind Box Coffee" in Wanda Golden Street, Zhengzhou, saying, "You won't lose out by trying it out, and it's even fun." I was still thinking, "It's just a blind box," but after experiencing it, I found it was really delicious.

This time, the "blind box coffee" has been completely upgraded in terms of gameplay.

First, let’s look at this coffee shop, which looks like a “game console”:

The door front is pink and purple, and from a distance it looks like a gift box with a bow tied on it. Unlike ordinary stores, DEARBOX Coffee does not display an operating table or space to the outside. It only has a machine for displaying blind boxes and an ordering window, like a large game console.

Looking at the menu again, there are 5 blind box packages:

Scan the QR code to place an order. On the mini program, there are 5 blind box packages set according to the number of drinks, such as "Single Noble" (1 drink + 2 surprises) and "Super Blind" (2 drinks + 2 surprises);

In each package, only the category (coffee/tea/random) and hot and cold options are set. The types of drinks and gifts are completely random. The price range is 19.88~88.88 yuan. After placing an order, take a number and wait.

In addition to the blind box package, you can also order drinks directly, including coffee and tea, with prices ranging from 16 to 28 yuan.

Finally, customers can “press the button” to pick up their meals:

The staff will call out numbers in advance and guide customers to wait in front of the machine; after the drinks are ready, the machine will flash to prompt consumers to press the button in front of it, and the baffle will slowly drop with the music, and the drinks and gifts will rotate to face the consumers.

I personally experienced it. From the moment I placed the order, I began to look forward to the product. The waiting process was not boring. Every time the customers in front of me opened the "blind box", I felt more excited. The moment I opened the blind box, my happiness reached its peak.

What I got was a cup of "Thick Coconut Latte" and a sheep doll, the texture of the doll was very good.

On the day of my visit, the ordering window was always crowded with people. Wang Bin, the founder of DEARBOX blind box coffee, told me that the blind box machine can only take about 500 orders per day. It has been almost saturated every day since its opening, with daily sales reaching more than 10,000.

I searched social media platforms and found that "blind box coffee" has begun to appear in Nanjing, Hefei and other places, and it is very popular.

Here comes the question: Can you still make money by giving out so many gifts?

I analyzed the operation mode of blind box coffee.

02How does the new type of "blind box coffee" operate?

1. Fully blind design, amplify the "unknown" excitement in a different way

In terms of experience, this new type of "blind box coffee" is surprising, whether it is the completely blind design or the way it is served.

Wang Bin told me that the inspiration for the all-blind design came from a bakery opened by an Australian friend. The shop had to deal with leftover bread every night, so they came up with the idea of ​​packing the bread into blind boxes and selling them at a price of 0.1 to 1 Australian dollar. The effect was unexpectedly good.

This reminds me of the popular milk tea blind box, which has a surprise at the bottom of the cup, more like a "lottery". This wave of "coffee blind boxes" amplifies the excitement of the unknown with a bigger "chip".

At the same time, Wang Bin also attaches great importance to the "sense of participation" in the design of the blind box machine. For example, the way of "opening the blind box" by pressing the button, the music of the meal serving process, and the rotating display stand are all like simulating a game experience, stimulating young people's dopamine.

2. Dolls, plush bags, whatever the girls like, you can give them

The main target groups of "coffee blind box" are women, students, and young people who have just started working, so the design of the gifts tends to satisfy the preferences of young ladies.

There are big-brand lipsticks, perfumes, necklaces, as well as StellaLou and Strawberry Teddy bears, felt bags that are very popular among young people, as well as practical items such as umbrellas and cups.

These beautiful and photogenic gifts also give consumers a reason to post on WeChat Moments, leading to spontaneous dissemination.

Wang Bin told me that the purchasing cost of gifts is not high. They cooperate with the source manufacturers of dolls and the cost ranges from 10 to 35 yuan.

3. Full coverage of popular products, with the main products highlighted in the product ratio setting

I looked carefully at the menu of DEARBOX blind box coffee. In addition to the 5 blind box packages, there are a total of 29 skus, including coffee and tea drinks, and they are classified according to the methods and ingredients.

For example, coffee is divided into "Don't bother me if it's Americano" (American special), "Strike while the iron is hot with fresh fruit" (fresh fruit latte), "Drink coffee under the coconut tree" (coconut milk coffee), etc. The menu almost covers all the popular products on the market.

"Blind Box Coffee" will be produced according to a certain ratio, with the main model coconut milk latte being given priority and produced frequently, and other types being produced randomly as supplementary models.

4. Store decoration saves costs and facilitates the circulation of raw materials

Compared with ordinary tea and coffee shops, blind box coffee shops only need to build a good storefront, saving a lot of store space decoration costs;

At the same time, the high flexibility of production also simplifies the problem of stocking and makes the circulation of raw materials more convenient.

It is understood that cost optimization also brings relatively high gross profit to blind box coffee.

03 The coffee shop model focusing on "opening blind boxes" still needs to be verified

In many fields, blind boxes are becoming very popular.

The surprise at the bottom of the Bawang Cha Ji milk tea cup, the 9.9 yuan per cup takeaway "blind box milk tea" launched by brands such as Shuyi and Lelecha, have all been very effective and spread spontaneously very quickly. The blind box gameplay always stimulates the nerves of young people.

In the catering and fresh food sector, some brands have already tested 9.9 yuan fresh food blind boxes. Only after you buy them home and open them, you will know what you want to eat today, making many young people willing to leave their dinner to "luck."

The popularity of the blind box economy is also a kind of emotional value dividend . Users are willing to pay for interactive experiences and unknown feelings.

The principle of this blind box coffee is the same as the previous ones, which amplifies the sense of experience and expectation, and strengthens the emotional stimulation of the "unknown".

But from an operational perspective, the two are different. The "blind box milk tea" with a surprise at the bottom of the cup is more of a marketing method rather than a product route. It is intended to attract traffic rather than cash in.

However, "opening the blind box" is the main feature of blind box coffee, and "experience" accounts for a large proportion of the operation. Whether this model can solve the problem of repeat purchases, accumulate a stable customer base, and form a virtuous circle remains to be verified.

But we can also see from this that understanding human nature is key, and emotions are involved in buying and selling. Grasping the emotional value of consumers can often yield good results.

Author: Xu Ran

Source: WeChat public account "Kamen (ID: KamenClub)"

This article is authorized by @咖门 to be published on 運動派. Reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 protocol.