three-ton and a half-dollar sales jumped from 10 million to 200 million in just two years, surpassing the two "big brothers" of Nestlé and Starbucks . What did it do right? The author breaks down the three aspects of brand strategy, delivery strategy and content strategy, in order to give everyone some inspiration.
If you want to ask me what dark horses there are among the new consumer brands that impressed me in the past two years, then Sandun and Han must be one of them.
Because when I heard about this brand, it had surpassed the two "big brothers" in the coffee industry, Nestlé and Starbucks!
, which launched the Tmall flagship store, Sandunban, surpassed Nestle on Double Eleven in 2019, and became the first domestic brand to win the number one coffee category in Tmall Double Eleven. By Double Eleven in 2020, sales exceeded 100 million!
In just two years, Sandun and a half years completed a leap of 10 million to 200 million sales. What did he do right?
Today, Bobo will analyze it with you from the three major directions of brand strategy, delivery strategy and content strategy, and see what kind of marketing inspiration can be given to our similar merchants in Sandunban.
One, three and a half track selection
Every time I talk about a brand’s marketing strategy, I will not ignore the brand and product itself. No matter how the marketing strategy changes or how the market changes, products and brands are the only foundation.
So, when we see a brand making a hot product and becoming a marketing case, it is not only because of its marketing itself that is good, but also where the product and brand strategy are remarkable. The same is true for
Sandun and a half.
When it comes to coffee, people usually think of two types - one is freshly ground coffee like Starbucks, and the other is instant coffee, among which the market share of instant coffee reaches 72%!
freshly ground coffee has some restrictions on usage scenarios, almost all of which are limited to business scenarios and are highly consumed. Although instant coffee is affordable, it has a poor taste. In addition, hot water must be used to brew, it also limits usage scenarios to a certain extent.
Three and a half meals found an entry point here, focusing on affordable boutique coffee that can be drunk anywhere.
makes the coffee into a freeze-dried form, and can be brewed with cold water. If you want to drink it, it will break through the scene restrictions of freshly ground fine coffees like Starbucks.
has not fallen at all. Many users have reported that when it is made into a milk latte, the taste is better than that of coffee in ordinary stores.
At the same time, the single-serve price is limited to less than ten yuan, and even students can achieve "coffee freedom".
This is also a brand strategy that new consumer products that have emerged in the past two years are trying to get closer to - reshape the usage scenarios and enter the subdivided blue ocean track.
2. Xiaohongshu delivery strategy
In terms of the overall delivery rhythm, we can see the determination of Sandun and Half of the long-term cultivation.
adds 5-7 new notes on Xiaohongshu every day, which is more than most brands.
It is worth noting that under the premise that a large number of notes are exposed, their explosive output rate is not high.
Compared with other brands that promote big-money articles through information flow and French fries, they focus on using different accounts to radiate corresponding people in a small range, rather than betting on the probability of exposure and radiation range in some big-money articles.
This is also a relatively stable sound and stable style.
At the same time, the Sandun and a half notes report rate is only 3%. Excluding the proportion of spontaneous grass planting, this report rate is also relatively low.
suggests that brands should appropriately increase the proportion of notes when submitting the release situation and overall delivery volume, and maintain it between 35%-60%, or even higher.
At the level of experts, they mainly choose high-quality KOC+1-10w pink mid-waist KOL. Although the overall influence of the waist KOL in
cannot be compared with celebrities, top bloggers, etc., they have certain appeal in their respective circles, and the fans are very sticky, and the content they produce is closer to consumers' lives.
and the word-of-mouth dissemination of KOC authenticity provides Sandunban with a sound basis, and at the same time, there are more small and beautiful original content outputs. A combination like
can ensure the continuous exposure of the brand at a low cost, and is also the expert delivery model that most merchants who do Xiaohongshu will choose.
3 and 3dun half content delivery strategy
When most merchants are doing grass content, their focus is still on [Comparison], that is, [I am better than others], but they have not considered when consumers will need me because of what.
To a large extent, this is also the original intention and basic requirement when doing product design and research and development - better than competitors.
But using this requirement and idea to plant grass is a bit of a loss.
Because demand does not exist naturally, it needs to be evoked and created.
When the user really feels that he needs you, a transaction can be generated.
Sandun and Han understands this point. In terms of content creation, most of them create various usage scenarios that are suitable for Sandun and Han without comparison. As long as users are in or substituted into that scene, relevant needs will naturally arise.
also emphasizes these three key points of deliciousness, fragrance and convenience, without promoting and rendering the traditional selling points, such as cold brew extraction, intelligent drying, etc., to drive e-commerce traffic with content traffic.
They want to reflect that in this scenario -
does not belong to a high-price and heavy-decision category, you can also refer to this grass planting logic.
If you are a high-price and heavy-decision category, you can take a look at my historical articles when disassembling relevant placement cases. Wuling Auto 's approach may inspire you.
1. Multi-scenario implantation to achieve deep binding
just mentioned that when other coffee products are focusing on promoting taste and quality, almost 80% of Sandunban’s notes are combined with the scene to achieve grass planting.
- office scene - 8 people in the morning for a 3-minute breakfast, workers work overtime to refresh their minds, families - boutique coffee shops at home
- college students - affordable and convenient, realizing coffee freedom,
directly radiates to the three major consumer groups in the coffee category. At the same time, through these contents, we also convey the lifestyle changes that Sandun and Ban can bring.
2. Multiple flavor combinations to increase the fun of product use
Except for coffee enthusiasts, most consumers pursue diversified flavors rather than pure black coffee.
So in the contents of Sandun and Half, the pattern matching of coffee is also a very important component, making the use of Sandun and Half more diversified, increasing the fun and scene expansion.
3. Implanting
edema and eating it is probably a pain for many girls. Three and a half meals through these two pain points, combined with coffee to eliminate edema, drinking too much and not getting fat, also received good feedback.
. In the notes, they did not explain why edema can be eliminated, but focused on taste and experience.
takes the point of ejaculation as a well-known fact point, which largely avoids popular science and disputes, which is worthy of our reference.
4. Product evaluation allows users to identify and hold
, Sandunban, and still has a small amount of evaluation content.
is the evaluation of coffee powder with three and a half roasting levels, and the other is the evaluation of black coffee .
. In the evaluation, they did not praise or criticize any one, but asked the blogger to stand from an objective perspective, explain the difference between each taste and product experience, and divide the needs of the crowd.
If you are pursuing XX, you can choose XX, or consider XX.
, such sincere and without obvious directional evaluation, will be more acceptable to users. If the brand of
is planned for the same category, you must pay attention to this point. You cannot blindly belittle the other party and raise yourself. Such content not only has heavy advertising traces, but also makes users feel distrustful. It cannot achieve the purpose of planting grass, and may also make users disgusted.
5. Multi-dimensional "hide the hot spots" and jointly with "traffic password" to achieve product exposure + planting grass
Sandunban and Zhao Lusi , PAPI Jiang and other celebrities who are very popular among Xiaohongshu and young groups. They use the fan effect to greatly increase brand exposure and sales and easily obtain seed users.
On the other hand, it also forms a CP with popular products from the Xiaohongshu platform, such as raw coconut latte, Yuanqi Forest, Yuexianhuo and other products, and uses their traffic to achieve self-exposed. Form replicable hot content. He also did not let go of the Internet celebrity joint name that is popular among new consumer goods.
, however, Sandunban is very cautious when choosing a joint name. He did not play cross-border joint marketing like Zhong Xue Gao , but instead aimed at Cha Yan Yuese , which is quite popular and topical in both Xiaohongshu and offline. The combination of
can be said to have attracted a lot of attention. The only thing that is the only drawback is that the overall design is not "three-ton-and-half-dol-and-half-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol-dol
This is also one of the difficulties of many joint names - how to retain each other's characteristics and visual anchor points under the premise of deep integration.
6. Add social attributes and topics, use added value to increase brand awareness
The essence of content marketing is still social. While other brands are focusing on "planting grass", Sandunban plays content marketing very well. Why do
say so?
In most brands of Xiaohongshu planting grass I have come into contact with, they create content for the purpose of Amway products themselves, while Sandunban took a different approach and achieved brand exposure from other perspectives.
① Manual DIY extends the life of the product, and repeatedly refreshes the presence in the details of life
We noticed that among the contents of Sand and Half of Grass Planting, there is a type of notes that are unique and outstanding, which is to use Sand and Half of Grass-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-Plant-P
plants, making decorations, taking photos, acting as toys, making keychains, etc.
These creative ideas about small jars are also a considerable part of the content of Sand and Half. Content like
has its own dissemination and discussion, and is highly replicated and follow-up, which has attracted a lot of fans of young people who like to grow and DIY.
At the same time, when the small can is used in life, it can repeatedly strengthen consumers' impression of the brand in daily life, which is what we call the refreshing sense of existence, which is also one of the content ways to achieve sales growth.
②Santon Half Return Plan
Santon Half Small Can design, although portable and special, has also caused material consumption to a certain extent compared to large bottles.
So Sandunban launched a return plan.
three-and-a-half empty cans can be exchanged for coffee or other surroundings in the return plan, and can also be recycled into other products.
This not only conforms to the concept of environmental protection and sustainable development, but also provides an opportunity for marketing.
provides users with a special internet celebrity check-in space, attracts young people who love life and environmental protection, and expands the user population.
has developed to the present, Sandun and Hang’s return plan has become the "highlight" of brand activities and has also become part of Sandun and Hang’s brand label.
in Xiaohongshu, there are nearly 4,000 notes on the return plan alone, even more than many brands have all the notes on the platform, and most of them are spontaneously shared by bloggers.
has a power that cannot be underestimated in shaping the brand image, improving user stickiness and interaction.
As for the strength of this type of content to plant products, it depends on your opinion.
But successful brands are always vivid and vivid. They have "products" that are the core, and they also need to have spiritual connotations that can influence people.
If the product can make you stand firm in the market, then the spiritual connotation will make more like-minded people around your brand.
Author: Bobo; Public account: Bobo Kai Xiaoxiao.
This article was originally published by @Bobo Kai Xiaozhao on Everyone is a product manager. Reproduction is prohibited without permission.
's question picture comes from Unsplash, based on the CC0 protocol
's views only represent the author himself, ren are both product managers and platform only provides information storage space services.
