Do you still remember the Starbucks Cat Claw Cup battle that was flooded with the screen before?
For a cup, the trendsetters line up all night and fight and snatch it up one after another. The original price was 199 yuan, and it was once hyped by scalpers to a sky-high price of 1999 yuan, and the hot topics on Weibo were once high.
Why can a cup cause such a big vibration? It's not that this cup looks good, it's just because it comes from " Starbucks ".
Some people say that the cat claw cup is Starbucks’ hunger marketing, but it is not exactly.
You may not believe it. Starbucks has been making cups for 22 years. It has been invincible in the market by relying on the cup business, and has also achieved cup culture outside of coffee culture.
so much that there is an interesting saying circulating on the Internet: coffee is the soul of Starbucks, and cups are Starbucks' holy artifacts.
01
Coffee is just a side business, and cups are the main business
Starbucks sells coffee openly, but secretly tinkering with it all day long, but how do you make trouble, cause trouble, and cause trouble around the four words "lifestyle"!
In fact, in addition to the Cat's Claw Cup, Starbucks will launch a series of limited cups every Christmas, Valentine's Day, Halloween, New Year and other specific festivals.
Dating back to 1997 and 1998, when the Christmas Holiday Cup, which had just debuted, was still in the elegant purple style.
1999 and 2000, the red-toned Starbucks Holiday Cup began to debut.
2001 emphasizes the atmosphere of "gift".
From 2002 to 2004, the illustration style began to become popular.
In 2005, we used copywriting to remind people that Starbucks Christmas Cup is the same as Christmas, and it only once a year, so please cherish it.
2006 vector illustrations began to appear.
2007 coincides with the 10th anniversary of the Starbucks Holiday Cup, and the style also emphasizes the feeling of daily sharing.
From 2008 to 2014, it gradually went from complex patterns to simplicity.
When it was the 2015 Christmas Holiday Cup, I wondered if the designer was aesthetically exhausted, so I just left my own logo on the red cup and didn't want anything else, which triggered the American version of the "Holy Grail Battle".
Episode 0 Talented that year, Trump , who was just a presidential candidate, exploded when he saw this cup without Christmas. Not only did he fight on social networks, but he also called on everyone to boycott Starbucks and erase religion from Christmas, the act of erasing religion from Christmas is simply unforgivable.
After experiencing this crash, Starbucks simply made Star Cup green in 2016.
In order to avoid being criticized and perfunctory, 132 people were stuffed into the cup, representing different members of the entire global village, including farmers, students, and baristas.
According to Starbucks boss Howard Schultz, "When our country is in a time of disagreement, Starbucks wants to create a symbol of unity that reminds us to remember those common values and needs for each other."
You see, a cup gives you so much fun.
2017 Star Cup has added more Christmas atmosphere, such as gifts, snowflakes, Christmas trees, and lovers holding hands.
But I don’t know if the public’s expectations for the Star Cup are getting higher and higher. This cup has been criticized for being a homosexual contribution, because of the hands holding each other in the upper left corner.
By 2018, in order to "dive even the rain and dew", Starbucks simply launched 4 Christmas holiday cups at once.
Whether you like it or not, you can make a lot of voice by making a lot of talk around the world by making a lot of noise. Starbucks recognizes second, and no one may dare to recognize first.
22, Starbucks' cup has also turned into a symbol of the festival since it has been transformed from a holiday hot spot.
Young people go to Starbucks to buy cups has become a daily habit. Every time a new Star Cup is released, it can always make young people empty their wallets steadily.
When encountering popular hot products, they are almost out of stock in an instant, and they can even attract scalpers, and the price is swelled to 10 times the original price.
is not a joke, and it is common for classic models from past years to easily bid for 5,000 or 6,000 yuan on ebay.
02
injects the pop culture gene into the Star Cup
1. Jointly use the big move, making people more addicted the more they buy
But Starbucks thinks this is not enough, because once the consumer craze fades away and there is no continuous attraction to follow up, the lively days will eventually become a failure.
So in addition to playing by itself, Starbucks also uses various tricks to bring other beauty, fashion brands, handmade artists, etc. to play together, and "conspired" to bring other fans over to the scene before he will give up.
In September this year, it launched the LA street fashion brand XLARGE and released a cup of XXXXXXL that can accommodate 6 super large cups of Frappuccino. It is not impossible to exercise your biceps while drinking coffee.
Paul Joe co-branded model launched in Asia in 2017, and the pink cherry blossoms are also quite popular.
In the same year, he cooperated with New York fashion brand Alice Olivia and also put on a lace dress for the Suiwen Cup.
In 2015, it cooperated with the famous cosmetics brand ANNA SUI and launched the cross-border accompanying cup.
In 2014, I played a big game with Swarovski, and surrounded the cup and was covered with a circle of bling diamonds. The country has a limited edition of 2,500 sets, and the official price is 888 yuan. Many star fans could not grab it if they didn’t eat or drink all night.
In addition to selecting trendy brands, Starbucks also needs to highlight its own cultural genes, bring in Japanese craftsmen, and combine local traditional Japanese craftsmanship to launch the "JIMOTO made series" limited series. This city limited series has now reached the 12th bullet, and it is also a popular model in short supply.
2. Not only is it a selfie companion, but it is also a vector of creativity and brainstorm
to grab the Star Cup and post it on social media. It is already a basic routine operation. What’s more interesting is that whether artists or ordinary netizens will spontaneously use Star Cup as a carrier of creativity and imagination.
The most prestigious one is the Korean young man Soo Min Kim, who is simply trying to play Starbucks' classic paper cups well.
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In addition, Starbucks itself has also organized a White Cup Contest solicitation event, inviting netizens who are too imaginary to doodle on their own cups.
itself has a strong IP, and it continues to integrate the trend of the times, cross-border popular IPs, and penetrate into the world's art and culture...
Under the praise of various joint brands, this trend of Star Cup has become increasingly fierce, and brands of different styles have in turn injected new personality into Star Cup.
vs. treat it as a cup, and people seem to prefer to see it as an integral part of the physical body of young people, even a part of their beliefs. In addition to coffee, there is another identity symbol that can be recognized
. White-collar workers and trendy people walking on the road with Starbucks coffee is a mobile advertisement. Now they have to release several rounds of limited-edge cups every year to occupy your desk and your home. What's more, Starbucks doesn't spend much money at all. In fact, you have to pay willingly, and you can easily earn 365 days of free advertising space.
This has to be amazing. Even if Starbucks sells a cup, it feels like it is playing a big game of chess!
In fact, at the beginning, Starbucks just wanted to take advantage of the hot spots of festivals to sell cups.
However, if it is just an ordinary volume product, it is no different from the surrounding areas of other companies, so the Star Cup is given vitality again.
leverages popular culture such as festival hotspots, beauty trends, handmade craftsmanship and other popular culture to continuously create new topics for Star Cups. And you can never guess which trendy brand it will hook up with next time and what style it will be. This sense of surprise that continues to create for the public is really enticing, and it naturally forms the public's stickiness to Star Cups.
Some young people even laughed at themselves, "Going to Starbucks is not to buy coffee, but buying cups is the norm in my life."
Indeed, in the era of overflowing product choices, people no longer just pay for the functional level, but pursue inner needs and spiritual experience.
Star Cup can be popular for 22 years, so it naturally has its "value and soul" worthy of being preserved. Only through continuous creation can this "soul" be adapted and remain in various eras.
If coffee is paying for the product, behind the star cup is paying for a sense of ritual and spiritual experience.
This is not a random shot, but a product and lifestyle experience. It is not accidental, but inevitable.
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