I remember that the first wave of marketing for Coke barrels started with Helens, and everyone said they wanted to challenge Coke barrels. It tastes sweet but has a strong stamina and everyone falls to the ground. It aroused the desire to win and curiosity of countless young people. To this day, Helen's Coke barrel is still one of the signature drinks.
Then why are Helens’ Coke barrels so “intoxicating”? Aside from the invention of this wine itself, Helens’ marketing and development path is also very interesting.
Helens Bistro, which has raised over 100 million yuan, was once known as "Starbucks at Night". As of the end of 2020, the total number of stores reached 351. Under the epidemic environment in 2020, the number of new stores still exceeded 100. Improve cost performance How did the bistro Helens expand rapidly? Let’s break down the underlying logic of the Helens brand.
Clear brand positioning
Focus on young people. The positioning of the social platform is very accurate, focusing on the core needs of users - young people's enthusiasm for freedom, subtly enhancing consumers' awareness of the brand
Accurately positioning the consumer group
With an affordable beer price of less than 10 yuan/bottle and a social space suitable for gatherings, it has attracted a large number of young people. Although young people do not have strong financial strength and limited consumption levels, they have a high repurchase rate and good brand stickiness, which is guaranteed.
Standardized and large-scale store operation framework
Hailens takes the lead in attracting overseas students in first-tier cities (test fields) with cost-effective and differentiated routes. Test the single-store model among the crowd, and then copy the single-store model to wider second- and third-tier cities (effective areas) to expand rapidly
Model innovation, lightweight business model?
Helens has made a lot of subtractions compared to traditional bars: the location of the store is not in a luxury business district, but in a core location; there is no complicated decoration and few product SKUs; there is no resident singer or DJ; there is no opening fee; minimum consumption; allowed Take-out food into the store, etc. The lightweight business model greatly reduces labor and rental costs, allowing Helens to create higher profits with high cost performance.
How to play online social marketing?
Starting from the positioning of consumer groups, Helens also attaches great importance to promoting social culture. Online marketing content such as "Coke Bucket Challenge" and "Party Game Guide" continue to reach consumers, and the cumulative private domain traffic exceeds 5.7 million.
The success of a brand, especially a start-up brand, does not depend to a large extent on the external appearance of the brand, but more on the underlying logic of the brand. When the logic is clear, marketing strategies will be easier.
So why do everyone make simple Coke buckets, but Helen’s Coke buckets are so addictive~