Analysis on the "COTTI Coffee Model" of Coffee Industry Marketing Promotion

Abstract

The competition in China's chain coffee market has become increasingly fierce, and the emergence of Luckin Coffee brand in 2018, the emergence of the brand with low prices, led to a sensation in the coffee market, until the emergence of COTTI Coffee in 2021, the coffee brand war has filled a fire. This study analyzes the development ideas of COTTI Coffee and the marketing ideas brought by the brand, from the marketing model of COTTI Coffee to the impact of COTTI Coffee in the promotion of products, and predicts the future market development trend of the brand. COTTI Coffee's low price marketing strategy has helped increase its sales volume and successfully opened the market. In terms of publicity strategy, it also jointly advertised with IP on social media platforms and invited celebrity endorsements to improve its visibility. COTTI has adopted a concentrated appeal strategy, opening its stores next to the well-known Luckin brand. In this way, it attracts many user groups that rely on the old brand, which is conducive to the long-term development of the brand.