Just received its third round of financing, Bixing Coffee has recently sold another popular "Black Sesame Coffee".Before 7 o'clock in the morning, a large number of young people flooded into the store
Just received its third round of financing, Bixing Coffee has recently sold another popular "Black Sesame Coffee".
Before 7 o'clock in the morning, a large number of young people flooded into the store, and within 60 seconds of opening the door, they received over 800 orders. Many stores across the country were struggling to find a cup, with first day sales exceeding 200000 cups and over 30% of stores selling over 1000 cups per day.
Why did this product trigger a frenzy of online competition in the current situation where consumers are co branded with drinks?
1. Open the door for one minute, order 800+
The whole internet is scrambling for a 'black sesame coffee'
The popularity is no less than that of raw coconut latte. In recent days, the whole internet has been crazily competing for a Luo Xiaohei co branded "Black Sesame Coffee".
Someone stayed up all night and rushed to the store for the first wave; Someone took a taxi for more than ten kilometers just to get their first cup of black sesame milk latte and grab the first-hand co branded merchandise.
I opened the ordering mini program of Bixing and saw "328 cups in production" (Zhengzhou), while cities such as Shenzhen, Guangdong, Shanghai, and Suzhou are also queuing up for hundreds of cups, with the highest waiting time reaching over 800 cups. Many stores require a waiting time of three hours to pick up food.
The head of the Bixing Coffee brand told me that 300 stores across the country have been overcrowded. Within a minute of opening in the morning, hundreds of orders flood the mini program, and many customers rush to the store to buy. "The staff are so busy, many stores are sold out, and the messages requesting replenishment are exploding
On the first day of its launch, the Black Sesame series sold a total of 200000 cups, with the highest store selling over 2000 cups of the Black Sesame series alone, and more than 30% of stores selling over 1000 cups in a single day, compared to the 300 stores in Bixing
On social media platforms, co branded products and merchandise have received overwhelming praise: "I left home after 6am," "I woke up at 7:15 for this brand," "Who hasn't had a black sesame milk vanilla latte yet?" "I declare that Bixing is the god of co branding.
And the comment section of Bilibili official accounts is even more explosive, with a uniform focus on "restocking", and more netizens hope to open more Bilibili coffee shops in their cities.
It is reported that Bixing Coffee has teamed up with Luo Xiaohei to launch four new "black coffee" products, including Black Sesame Milk Latte and Black Sesame Vanilla Milk Latte, as well as two baked goods, Black Gold Egg Tart and Black Sesame Kesong, which are named and colored to match the joint IP.
In addition, Bixing's dedication to the design, materials, and product selection of IP peripherals has also been perceived by users, leading to a nationwide rush to buy, and the brand and customers have achieved a two-way rush.
I understand that this is not the first time that Bixing has become popular due to collaborations. In the competitive coffee market, new products have frequently become popular due to its establishment of a "hot selling mechanism".
2. A market that is not dominated is not a good market
Bi Xing uses product innovation to break out of internal competition
Coffee competition should not be limited to price, and a market that is not 'rolled up' is not a good market. "The industry observation of the founder of Bixing Coffee is gradually being validated by its brand practice.
One of the core barriers of Bixing Coffee is the establishment of an efficient "hot selling mechanism"
Last month, Bixing Coffee launched a new "Corn Milk Latte", creatively creating a butter corn milk lid with crispy corn flakes on top. The fresh and natural corn aroma immediately won the hearts of many young people.
Without co branding or large-scale advertising, the sales of the new product exceeded 100000 cups in the first week of its launch, with a positive review rate of 96%, and drove the brand's overall daily GMV to increase by 80% year-on-year.
In March of this year, Bi Xing Coffee and Love Bear IP jointly launched the "Count Almond Latte" series, which sold out in stores nationwide on its first day of launch.
This joint event led to a year-on-year increase of 57% in overall revenue and a surge of 139% in member stored value income. On social media platforms, there are nearly 10000 notes related to this collaborative topic.
Last year, inspired by the popular overseas Camero beverage, Bixing adjusted the formula multiple times and finally customized the Okinawa Camero honeycomb sugar exclusively through a mature domestic supply chain, leading the trend of "Okinawa Camero Latte" in the domestic coffee market.
This year, Bixing Coffee sold a series of explosive products such as "White Grape Bubble Ice Extract", "White Velvet Original Series", and "Earl Cocoa". Among them, the repurchase rate of white grape bubble ice extract is the top 3, and the original white velvet is the top 5 hot coffee sales every year.
Using the menu strategy of 'no one, I have' to create a differentiated competitive advantage
Bixing Coffee divides its products into four categories: market products, strategic products, traffic products, and profit products.
The market products are 'what people have, I have', such as American style and latte; Strategic products are "what others don't have", such as Okinawa Camelo Latte, White Grape Bubble Ice Extract, Corn Milk Latte and other specialty coffees, as well as the popular Black Sesame Milk Latte. Strategic products are the key to brand differentiation.
Traffic products are popular products in the market, such as orange peel latte, coconut latte, ice cream, etc; Profitable products are high gross profit products that minimize costs at the supply chain level.
Profitable products can be reduced in price, but ultimately businesses need to return to profitability and ultimately return to the supply chain
3. Used for localized innovative products
Conquer overseas markets
This explosive mechanism has also been validated in overseas markets.
Bixing's overseas positioning is very clear: not only does it do business for overseas Chinese, but it also hopes to do business worldwide. Guided by this philosophy, its product strategy is not simply copying domestic products, but has two clear product paths.
One approach is to innovate locally based on popular domestic products;
For example, the -86 ℃ Dirty, which went viral in China this summer, was moved to Southeast Asia by Bixing and adjusted according to the taste preferences of local people. It exploded on overseas mainstream social media Instagram that month, with a single grass planting video exposure of over 2 million and daily sales of over 100 cups in a single store, driving the brand to successfully go viral.
Another approach is to develop exclusive products based on the consumption preferences of local people.
For example, in the Southeast Asian market, specialty drinks such as gold foil latte, Okinawa Camelot latte, Uji strawberry latte, and perilla lemon iced American are launched based on local consumer preferences, combined with exclusive SOE Guixia coffee beans to create a "daily special drink" coffee experience.
Essentially, in the European and Southeast Asian markets, Bixing adheres to the product philosophy of "Special Drink Every Day" and continues to launch high-quality and aesthetically pleasing creative products.
In its first month of operation, the Indonesian store achieved a daily sales volume of over 800 cups per store, making it the first chain coffee brand in Jiangsu, Zhejiang, and Shanghai to go global.
4. 3 years and 3 rounds of financing, with a cumulative amount exceeding 100 million
Bixing will open 1000 stores next year
Someone said, "In the coffee price range of 20 yuan+, there is a lack of a franchise brand that can be beaten
In the boutique and affordable market, although Manner dominates, it is directly operated. There are currently no leading franchise brands in this field.
Compared to Star Coffee, it is one of the most competitive franchise chain brands in the price range of 15-25 yuan
Milk tea and coffee will become a trillion dollar market in the future, and in the next five years, this trillion dollar market is expected to give birth to six more listed companies (excluding Luckin Coffee).
Just this month, Bixing Coffee set a goal of having over 1000 stores worldwide next year. Compared to tea drinks, Bixing Coffee, which comes with three listed companies at a price of 15-20 yuan and represents "high-quality and affordable" products, has also been favored by capital multiple times.
Last month, Bixing announced the completion of a Series B financing of tens of millions of yuan, led exclusively by the Suzhou Agricultural Development Industry Science and Technology Innovation Fund. This is the third financing for the brand since its establishment, with a cumulative financing amount of nearly 100 million yuan.
The Bixing model can still be used overseas. As of the time of writing, it has opened stores in Southeast Asia, Asia, Europe and other markets, and stores with good business can sell 800 cups a day.
The competition in the Chinese coffee market has entered a deep water zone, and the winning brands in the future will definitely be the "all-around players" who simultaneously excel in product innovation, operational efficiency, and user experience.
With the promotion of thousands of stores and the expansion of overseas markets, Bixing Coffee is becoming a microcosm of the upgrading of domestic coffee brands in China.
Its development path indicates that in a market dominated by giants, new brands can still find growth space through differentiated positioning, systematic innovation, and refined operations.
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