In this imaginative coffee market

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Weibo, WeChat and live streaming are all about " connection", not to mention what to do after the connection. At this moment , a coffee reformer, innovator, entrepreneur or operator, first needs to have a new understanding of "positioning" and "users". 1. Three new understandings about "positioning" 1 ) Big data of social attributes is meaningless , and exploration based on individual users is valuable Age , income, occupation, interests and other data under big data are difficult to cover the habits and behavior patterns of fragmented new consumer groups.



Only granular individual research and exploration can truly and effectively tap into people's beliefs, interests, habits and emotions. In other words: there are only about 500 to 1,000 different types of phone library people in the world . Therefore, effective information only needs to be "observed" on "very few people" to draw conclusions and influence marketing strategies. This has been proven effective by Steve Jobs's statement, "People don't know what they want until you put it in front of them; that's why I never rely on market research," and Tsutaya Bookstore owned by Masuda Muneaki and 7-11 owned by Suzuki Toshifumi. Therefore, “If you want to transform a brand or a business, you don’t need to research hundreds of them.


For 10,000 customers, it is enough to study only 10 people ." Martin Lindstrom 's " 7C Methodology " also provides a systematic method: collection, clues, connection, association, cause and effect, compensation and concept. 2 ) From "positioning" yourself to " defining " yourself Brand building in today 's era is a bit like the various philosophers in the pre-Qin era: a hundred schools of thought contended and a hundred flowers bloomed - they promoted themselves with unique ideas, found circles, attracted followers, and then achieved success in the world: Confucianism, diplomacy, Mohism.