SHANGHAI, China – In order to “get out of the circle” under the winter warm drink war, specialty coffee chain Seesaw and the high-end fabric care brand The Laundress from New York played together. Seesaw announced the launch of the “warm winter velvet limited campaign” with the high-end fabric washing and care brand THE LAUNDRESS from New York. Seesaw, an offline store, continues to promote the creative beverage line-launching cheese velvet red American co-branded drinks, plus co-branded lamb bags and other restrictions In the surrounding areas, the two Tmall flagship stores have also launched a joint gift box simultaneously.
The specific gameplay of Seesaw’s joint name,In addition to focusing on expanding offline stores, the brand is also vigorously increasing the sales and marketing of online packaged coffee, hoping to provide consumers with a more complete brand experience.
In cross-border joint names, how to cleverly integrate the memory points of the brands of both parties has always been an important proposition. In this regard, Seesaw’s answer is: First, try to find the other half who has enough “CP feeling”.
Its new retail director Vincent stated in the exchange that Seesaw hopes to use the joint name to create a “professional, textured, creative and fun of life” coffee brand image, so it tends to cooperate with art, creativity, and life aesthetics brands. “Like The Laundress, we think it is a brand that has both art and life aesthetics genes.”
In SeesawIn recent joint names, the partners have been niche brands that have a sense of artistic design and convey the concept of exquisite life, such as marimekko, known as the “Finnish national treasure designer brand”, and Japanese fashion and lifestyle editorial brands niko and ….
In addition to image fit, this type of brand and Seesaw are likely to have fans with the same characteristics, and the joint name is expected to have the effect of opening up potential customer groups for both parties.
When talking about the latest cooperation, Vincent said: “I think both brands are committed to conveying the aesthetics of life and serve the same group of consumers who want to enjoy a refined life.”
Finding a brand that matches the “painting style” is only the first step, and the next integration comes to the product level. In order to grasp the hotspot of warm heart marketing in winter, Seesaw and The Laundress chose products that can create a warm and soft atmosphere and are highly representative of both parties as their carriers.
Take the online co-branded gift box as an example. Among them are Seesaw’s co-branded creative coffee redemption coupons and The Laundress’s explosive wool laundry detergent. In addition, another co-branded product “Baa Baa Mini Christmas Bag” also incorporates the classic elements of both parties and is designed as a lamb with coffee beans hanging on its lips.
In addition to the products, the joint name also fully utilized the online and offline channel resources of the two brands to provide a comprehensive integrated experience.
For example, in the Seesaw coffee shop, consumers who purchase a co-branded drink and share it on a personal social platform will receive a “Baa Baa Mini Christmas Bag” and a wool laundry detergent. At the same time, the flavor card that comes with the co-branded beverages is also printed with the QR codes of the two brand e-commerce flagship stores, making it easier for consumers to purchase online co-branded gift boxes.
On the e-commerce platform, consumers who purchase the co-branded gift box can not only get physical products such as laundry detergent, but also use the drink coupons to redeem a cup of cheese and lint red American at the Seesaw store, completing the closed loop of drainage from online to offline.
“From the perspective of consumer contacts, Seesaw and The Laundress are actively exploring online and offline integration. We also hope to provide a more three-dimensional brand experience to attract consumers to participate in this joint event through different paths.” Vincent said.
Behind the frequent cross-border joint names, this cutting-edge specialty coffee chain established in Shanghai in 2012 is trying to quickly gain popularity among the masses.
Since last yearAfter the epidemic, Seesaw’s strategy has undergone a big change-it has shifted from the niche style that emphasized coffee tasting culture to the public demand that pays more attention to creative coffee.
With the expansion of product positioning and customer base, the coffee chain that only opened 7 stores in the first five years of its establishment has also accelerated its pace of expansion.SeesawThe number of its stores is expected to reach nearly 100 before the Spring Festival.
When announcing in July this year that it had received an A+ round of more than 100 million yuan in financing from Hey Tea and the old shareholder Hony Pfaff, Seesaw once stated that the financing will be used for national store expansion, supply chain construction and digital construction. “In the next 5 years, we want to see if we can reach the level of 500-1000 stores.” Seesaw founder and CEO Wu Xiaomei (Sally)Say.
In addition to relying on store openings to achieve growth, Seesaw is also opening up a second growth curve under the accelerated rise of the coffee drinking scene outside the store: a new retail business based on packaged coffee. At present, the brand has launched coffee liquid, freeze-dried coffee powder, hanging ear coffee and other products.
“Seesaw is a brand that started from offline stores, so providing a complete brand experience in stores is the most important part. At the same time, in the past two years, we are actively expanding online operations and marketing, hoping to cover regionally, build brand awareness, Attracting young consumers and other aspects contribute to overall growth.” VincentSpeaking ofCompared with last year, online sales of Seesaw’s new retail have increased by about 10 times this year.
He said that the above-mentioned high growth comes from product expansion on the one hand. “After combing through the entire product structure this year, we decided to focus on coffee liquid, and at the same time expand more new product forms, such as freeze-dried powder. At the same time, we also provide richer creative coffee flavors, such as rose coffee liquid, osmanthus coffee hanger Freeze-dried powder of ear, grape liqueur and coffee”.
On the other hand, Seesaw New Retail also continues to increase its online and offline integrated marketing, such as social fission, cross-border co-branding, full-platform marketing, etc. It also cooperates with Superhead anchors. During the Double Eleven period, the cold brew coffee liquid exceeded 100,000 boxes. Sales.
VincentSpeaking ofAt present, new retail has accounted for more than 20% of Seesaw’s sales. The sales target for this business next year is to continue to grow several times over this year. “The future focus of Seesaw’s new retail is to continue to consolidate retail products, and there will be more omni-channel user operations for online and offline users.”
