T97 live broadcast room is inseparable from the big mouth female anchor and shouting live broadcast. The founder behind T97, Li Xiao, is also a topic figure. It can be vaguely seen from Li Xiao’s Douyin account that Li Xiao’s real goal seems to be not coffee sales, but brand management courses. So T97, is it really selling coffee or cutting leeks? Let’s take a look at this article together.
"Cake coffee or not, rush coffee." Perhaps many people feel very picture-like when they see this sentence. In the Douyin live broadcast room of T97 Coffee, a female anchor with a pair of ponytails shook her head and said this sentence. The whole picture is very magical.
Image source Douyin screenshot
In addition to the curious live broadcast method of shouting, the female anchor's big mouth has also become another major feature of the live broadcast room and has become the object of ridicule by many netizens. In addition, a screenshot of a yawning anchor circulated widely on social platforms, which further boosted the popularity of the live broadcast room.
On the Internet, the screenshot of the circle of friends of T97 founder Li Xiao has also attracted the attention of some netizens. In this screenshot, you can see Li Xiao’s bold ambitions. This not only makes people wonder what the origin of this " Xiao Shopkeeper " known as the world? How did T97 coffee develop to this day?
01 Shocking live broadcast made T97 coffee become popular
T97 coffee is not a brand that has been established for a long time. According to market news, T97 low-card coffee was launched in May last year. It sold 24 million on the first day of its sale, with monthly sales of over 100 million in the first month. The retail terminal scale in 2021 has exceeded 1 billion.
In November 2021, T97 opened its first offline flagship store in Tianmu, Hangzhou. As of now, the brand has opened 45 stores in Tianjin, Qingdao , Nanjing and other cities.
Although T97 seems to be very popular in terms of sales and development speed, the market awareness of this coffee brand is not very high. It was not until the live broadcast style of the big-mouth anchor shouting the whip-like live broadcast style that this coffee brand gradually entered the public eye.
On May 19 this year, T97 started its first Douyin live broadcast, but the live broadcast style is relatively normal. The female anchor just seriously introduces the selling points of coffee. However, this form is relatively ordinary, so the live broadcast data is also relatively average.
By June this year, the live broadcast style of female anchors and male operators in the live broadcast room of "Nanyi Celadon" attracted many people to watch, " plum green , you must see clearly, you must distinguish, pink green, sky green, plum green, tea powder glaze old plum green", "Send relatives, sister-in-law, green mountains and green waters will never fall", this rumor with a slightly slight scent highlights the product characteristics, and makes many netizens call it, which has triggered imitation from many peers. Ziqian, the trader of the
T97 coffee live broadcast room, was one of them. He saw the opportunity to use the form of rap to sell goods. After that, T97 began to change the style of the T97 coffee live broadcast room.
For example, when promoting coconut coconut durian lattes, several female anchors shouted "The King of Fruits comes to report, fresh coconut is pressed into mud, coconut durian is hung on the wall, coconut durian is invincible", and the introduction of the strawberry latte is "If the sky has feelings, the sky is old, the strawberry latte is good, imported strawberries are tasted fresh, the cold treatment is very fresh, sour and sweet to the mouth, love comes first", several anchors sing and cooperate, making the whole picture look very magical. After
adopted the rap sales format in September, the data in the live broadcast room began to turn around. Some media said that the T97 live broadcast room now has about 9 million exposures every day, with a maximum of 15 million views, with an average number of online users remaining between 10,000 to 2 million, and the peak number of online users reached 70,000+. As of now, the number of fans of the account has exceeded 900,000.
At the same time, the female anchor's slightly exaggerated big mouth has become another point that attracts netizens. As long as the female anchor with big mouth is present, some netizens will tease her mouth in the comment area, "Is this mouth a special effect? There is no other meaning, just ask me just", "I can't remember your Douyin name, so I searched for Big Mouth Coffee", "Look at how cute the little mouth is, you can eat me up"...
Picture source Douyin screenshot
In addition, a co-production video of the big mouth female anchor successfully made the entry "Whether the coffee is rinsed or not" on the hot list, which also caused many netizens to imitate it. The entry "I'm full of coffee or not" topped the fifth place with a popularity of 9.136 million. The popularity of the live broadcast room in
is also reflected in sales. According to Ziqian's caliber, this live broadcast sales style not only raises the average transaction volume of offline stores , but also doubles the news of T97 franchise in the backend consultation.
It can be said that this unique live broadcast format completely made the T97 live broadcast room appear, and the small blessing of the big-mouth anchor has added heat.
02 The drunkard's intention is not "coffee"? After the live broadcast room of
T97 became popular, its founder Li Xiao also became high-profile. In addition to the circulating screenshot of the circle of friends, Li Xiao also became active on the social platform.
According to the report of 中国大官网 , Li Xiao called out to Luckin from a distance and said strongly, "This goal in my life has never taken Luckin seriously at all. I have invested more than 1 billion and made more than 50 billion. Luckin has not sold 50 billion since its establishment to this day..."
Photo source Douyin video screenshot
It can also be seen from the comment area that netizens sneered at his words, "I'm a little crazy", "The live broadcast room is up "If you know, you will be straight?", "Come on a cup of Luckin to calm down", "Others are interested in big mouths but not your coffee", "The live broadcast room was blocked, and the franchisees are crazy under the banner of selling coffee"...
Indeed, although T97 coffee has developed relatively rapidly, it is still a big gap compared with Luckin, which already has 7,195 stores in China. Moreover, T97's offline stores are not currently open to first-tier cities such as Beijing and Shanghai, and are far less famous than Luckin in market. In this way, T97 founder Li Xiao has the feeling of "fighting the car" Luckin.
It can be seen from Li Xiao’s Douyin account that Li Xiao’s real goal seems to be not coffee sales, but brand management courses. On the homepage of the account of Li Xiao Culture Media, the sentence "It’s enough to learn from me" covers the entire page of the background picture, and the content posted by this account is also highly correlated with brand marketing, such as the theme contents such as "Three minutes to let you understand the essence of the brand", "How to build a good brand", "The best way to communicate with brands".
In addition, Li Xiao also has multiple accounts such as @Li Xiao Chat Business, @Xiao Shopkeeper, @Li Xiao Brand Network Studio , and the introduction and content of these accounts are very similar. The final focus is to guide users who want to be a brand to enter their fan group and add WeChat to obtain information.
According to the author's understanding, these materials are relatively rough content, and the words are guiding users to join the course.
screenshot of its private domain community and file
In the video "The Core Play of T97" released by Cultural Media on July 5 this year, you can see the essential purpose of its selling courses. In the first half of the video, Li Xiao boasted to the camera, "We made 1 billion yuan in the first year of our launch. This should be one of the best brands among the new domestic products last year. This year, we are the first to do offline, and we can open 1,001 stores, with a survival rate of at least 90%. This should be the most eye-catching brand in the offline chain industry in history." In the second half of the video in
, he began to get to the topic, "Behind all of this, it actually has a very complete, systematic and scientific way of playing. All the students who have taken my first three brand classes, you should know the main way of playing T97, and this way is the most effective, scientific, lethal, the least investment, and the greatest return. You can grab business from competitors who are stronger than you."
According to Zinc Scale, this course was named "2-day 1-night Brand Breakthrough Camp", with the theme of "Say goodbye to blind trial and error, helping brands get exponential returns with a small amount of investment", with a price of 19,800 yuan, and an early bird price of 4,980 yuan per person. The author learned that this course is still enrolling students, and there are many people who intend to do so.
03 Explain Li Xiao’s “business map”
It is not difficult to find that in addition to the founder of T97 Coffee, he also has the identity of the founder of Gejia Network.
Perhaps Gejia Network is relatively unfamiliar to netizens, but Global Catcher and Zebra Member are closely related to it, which once had a large volume of sound in the market.
In 2016, Global Catcher, an e-commerce platform under Gejia Network, was officially launched on WeChat. In 2017, its WeChat official account became popular in the circle of friends, and this platform began to enter the public eye.
data shows that in July 2017, the Global Catcher WeChat index exceeded 4.5 million. In comparison, the WeChat index of a well-known big V public account was only 500,000 during the same period, and this popularity also increased its sales and user volume.
According to data from Global Catcher statistics, the daily sales of the platform exceeded one million yuan in 5 days after its launch, and the number of users exceeded one million in 30 days. On Double Eleven that year, Global Catcher's revenue exceeded 10 million for the first hour for two consecutive days, with an average customer unit price of 285 yuan, and thousands of brands and 15 million users participated.
However, behind the excitement, Global Catcher's multi-level distribution model has been questioned by the outside world. According to relevant public reports, Global Catcher has three levels, namely ordinary members, service providers (managers), and excellent service providers. New users can only become ordinary members but also store owners as long as they purchase a designated product of 399 yuan. Then the store owner can earn commissions and share by developing more members. When a certain sales volume is reached, they will be upgraded to a service provider, and excellent service providers can obtain sales share of the entire team.
In August 2017, the "Global Catcher" public account was permanently banned. Tencent Lingkun Financial Risk Supervision Platform showed that "Global Catcher" was suspected to be a pyramid scheme and was reported 7434 times, and its current status is "exposed".
Picture source WeChat screenshot
Later, the "Zebra Member" launched by Gejia Network was considered to be a "Global Catcher" reborn. At the end of 2020, "Zebra Member" was deeply involved in rumors and bankruptcy. Last year, "Zebra Member" appeared in the third batch of APP companies that infringe on user rights and interests announced by the Zhejiang Provincial Communications Administration . It was directly recognized as a pyramid scheme on Tencent Lingkun Financial Risk Supervision Platform. Currently, "Zebra Member" is in name only.
In Li Xiao's mouth, the description of "Zebra Member" is "After Zebra Member iterated into an e-commerce shopping guide platform, we seized the opportunity of brand incubation and built a brand incubation management platform Xirou . The first main brand incubated was AEP shampoo."
The popular T97 Coffee also belongs to the Xirou brand management platform. Although the platform has changed its name, it still seems to be of a micro-business nature. This can be seen when searching through the e-commerce platform.
is the screenshot of Pinduoduo on the left and the screenshot of Taobao on the right.
In short, after the T97 coffee big mouth girl became a circle with her shouting live broadcast, "Xiao Shopkeeper" praised her coffee on social platforms while selling her brand marketing courses. Is this real thing or cutting leeks? The result is self-evident.
Reference:
. Two times "resurrendering" and the survival record of the Global Catcher! ｜New Freezing Point . T97, which is popular on the anchor, sells franchise and class sales medicines in coffee? ｜Zinc scale . From e-commerce giants to coffee chains, T97 founder Li Xiao: Why all in brands and entities? ｜Inspur New Consumption Author: Jinan
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