618 Live Starbucks and Wallace are sold out

2024-06-05

618 Starbucks, Wallace and many other big names are involved. The sales of Starbucks Frappuccino series products increased by 370% year-on-week, and the sales during the Wallace event exceeded 150 million yuan. For a long time, our team has been exploring how to complete coupon sales promotions similar to retail platforms on the instant fulfillment platform. On November 18, 2022, Starbucks tried for the first time to carry out promotional activities in conjunction with the God Coupon Festival. On that day, it created Starbucks’ 22-year performance peak in Meituan Waimai. While being amazed by this achievement, the team also began to think about whether there are products that are closer to the preferences of platform users and a perfect activity mechanism, so that the commodity coupons sold on live broadcast can actually continue to help daily sales performance. Thus came the in-depth cooperation between 618 and Meituan Waimai to jointly customize the taste of new products. After Starbucks proposed to Meituan Waimai that it hopes to launch limited products that better meet the taste needs of young users on the platform, Meituan Waimai quickly conducted a data analysis of the platform's drink preferences in 2022. According to the analysis results, Starbucks finally determined the taste of the first Frappuccino exclusive to Meituan’s takeaway, and then continued to refine and refine it. From research and development to internal evaluation, it took about half a year.

At the 618 Live Coupons Festival that just passed, the "Coconut Haomang Frappuccino" limited to Meituan Waimai made its debut, and it was sold at a 50% discount for a limited time. With the help of the traffic in the celebrity live broadcast room, this limited drink was quickly sold out, creating a new product sales record for Starbucks in the Meituan takeout live broadcast room, driving the sales of Frappuccino series products to increase by 370% year-on-year, and the brand new customers. An increase of 159%. This achievement also benefits from a unique advantage of Meituan Waimai’s live broadcast, which is to get through the verification of commodity coupons and shelf sales. Many consumers often purchase other products in the store with additional purchases when canceling the product coupons, which further promotes the growth of the store's transaction volume.

Regardless of the product or the price, Wallace hopes to convey the concept of extreme cost-effectiveness through the coupon festival, so that consumers can form the habit of spending at the venue every month, and increase the conversion rate of old and new customers placing orders. Cooperation, and constantly optimize and adjust sales strategies such as product selection and pricing to better reflect the brand's ultimate cost-effective advantage. There are two major benefits of live broadcast + takeaway: one is to increase daily sales. In the first two live broadcasts of the God Coupons Festival, the explosive product coupons have driven the online shelf sales of Wallace stores well, and the related transaction volume has exceeded 10 million. During the 418 activity cycle, the store’s online sales increased by 10 points week-on-week, and nearly 4 points increased during the 518 period. The second is to drive new customers. The product coupons broadcast live on 418 and 518 directly brought 10+ new customers to Wallace. During the two coupon festivals, they brought over 1.3 million brand new customers as a whole.

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