Luo Zhenyu "gets" a joint coffee: knowledge payment and beverage cross-border become a marketing case
Recently, the limited coffee jointly launched by the knowledge payment platform "Get" and a well-known coffee brand has sparked heated discussions across the Internet. This cross-border cooperation has not only become a hot topic on social media, but is also regarded by the industry as an innovative marketing case combining knowledge payment and physical consumption. The following is the data analysis and in-depth interpretation of the incident on the entire network in the past 10 days.
1. Statistics of popularity data across the network
| platform | Related topic count (items) | Reading volume (10,000) | Number of interactions (times) |
|---|---|---|---|
| 12,800 | 3,500 | 420,000 | |
| Tik Tok | 9,200 | 2,800 | 380,000 |
| Little Red Book | 6,500 | 1,200 | 150,000 |
| 480 | 800 | 32,000 |
2. Analysis of the core selling points of joint products
This joint coffee is based on the concept of "knowledge refreshing", and the packaging design combines "get" classic course elements, and comes with a limited-time free listening QR code. Consumer feedback data shows:
| Features | User review rate | Repurchase intention |
|---|---|---|
| Knowledge theme packaging | 92% | 68% |
| Extras to the Book of Rights | 85% | 73% |
| Cross-border freshness | 88% | 62% |
3. Disassembly of marketing effects
1.Precise scene grafting: Extend knowledge consumption scenarios to coffee consumption scenarios, covering high-frequency periods such as urban white-collar workers' morning commutes and afternoon tea, achieving the need for "refreshing + learning".
2.Double-layer traffic conversion: The proportion of coffee consumers who scan the code to convert them into knowledge paid users reached 7.3%, far higher than the regular advertising conversion rate; at the same time, "Get" the daily active users of the App increased by 15%.
3.Social currency creation: In Xiaohongshu's "Show List" notes, the content with the "Intellectual Youth" label accounts for 41%, forming identity recognition in a specific circle.
4. Industry Inspiration
This case provides three innovative paths for the knowledge payment industry:
| Innovation dimension | Specific practice | Effectiveness Assessment |
|---|---|---|
| Product form | Entity + Virtual Rights and Benefits | The average customer price increased by 40% |
| Channel expansion | Offline retail scenario penetration | Reduce new user acquisition cost by 60% |
| User mind | Life scene binding | Brand awareness increased by 25% |
5. Future trend forecast
According to third-party monitoring data, cross-border cooperation cases in the knowledge payment industry increased by 210% year-on-year, and more "knowledge+" innovation models are expected to appear in 2023:
- Cooperate with fitness brands on "Sports + Courses" package
- Joint catering companies to launch "Theme Bookstore Restaurant"
- "Learning Peripheral" series of development of the same cultural and creative brand
The success of "geting" the co-branded coffee this time marks a breakthrough in the transformation of knowledge payment from pure online services to OMO (Online-Merge-Offline) model. Its core value lies in reducing the experience threshold of knowledge products through physical consumption, and at the same time, it uses high-frequency consumption such as coffee to improve user access efficiency. This "lightweight cross-border" may become a standard customer acquisition method in the content industry.
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