"Red wine, is there any connection between the sales of red wine and the sales of coffee?" With two entirely different consumer products, Zhong Qiaohui couldn’t envision how Gu Nuan ingeniously linked them together.
"This, it wasn’t me who did it; the Zhao Family were already doing it. They wanted to leverage the marketing methods of red wine to boost the expansion of the new coffee fields. It’s just that at the outset, they fell into a trap and entered a bad situation. Now, wanting to get out, they can only look for a new path. The best way is actually not that different from their original intention. In unfamiliar places, finding partners to establish mutually beneficial relationships is the most excellent choice."
Zhong Qiaohui still found this all a bit confusing; if the Zhao Family wasn’t wrong, why did they end up failing? Blaming it entirely on the trap set by others seemed somewhat far-fetched. Because if the direction was right, there’s no reason the Zhao Family couldn’t immediately think of a way to extricate themselves.
At this point, one could only say that the Zhao Family’s direction was wrong.
Regarding this, Gu Nuan had already conducted the most comprehensive and thorough analysis with the Zhao Family that day.
What’s the biggest difference between coffee and red wine?
In fact, all it takes is a look at the world’s largest sales channels for red wine and coffee aimed at consumers to see it clearly.
Red wine is produced by wineries, stocked in supermarkets, and consumers typically buy it to enjoy at home. Even at restaurants, it’s not necessarily a given to order a bottle of red wine.
Coffee is also sold in supermarkets, but what really establishes a coffee brand is the cups of already brewed coffee directly served to consumers, with coffee shops as the primary entity for brand sales.
The reason is simple: Red wine, once produced by manufacturers, can be immediately enjoyed by consumers. Coffee is different; it requires good baristas to prepare it. Not every consumer has the skill to brew coffee well. Moreover, modern life is fast-paced, especially among young consumers in China, where laziness prevails. Newest update provıded by 𝕟𝕠𝕧𝕖𝕝※𝕗𝕚𝕣𝕖※𝕟𝕖𝕥
"So—" Zhong Qiaohui suddenly had an epiphany, much like the Zhao Family, "if we want to establish our own new coffee brand, we can’t say we must buy estates to produce our raw materials like red wine, because it’s totally unnecessary. Starbucks didn’t become a coffee brand that way."
"Exactly. Once you understand this point, you’ll realize that in making coffee, what you need is not the raw materials for coffee or the factories to make it; that’s all unnecessary. What you want is soft packaging, publicity, planning new consumer concepts to attract a large number of consumers to respond to your new brand concept, resonate, and at the same time attract coffee suppliers to ensure your raw material supply and provide quality assurance."
"Then—" Zhong Qiaohui squinted slightly, aiming at her, "how did you come up with this new consumer concept? I think it’s amazing how you garnered such a response from the locals so quickly. When did you become one of the locals, or do you have the ’Mind Reading Technique’ to know what they’re thinking?"
On this matter, as someone who studied Finance, Gu Nuan certainly had her own theories and insights, and spoke frankly, "No matter where you do business, every true expert must first understand the local economic environment, like what the exchange rate is, whether there are profitable margins—"
"Wait a minute," Zhong Qiaohui interrupted her, "we all know this, but I’m talking about the human heart. How do you know they will entirely new concept of coffee consumption? You must realize, these locals who have been drinking coffee since they were young are quite picky about its quality."