X Coffee Company China Brand Sales Strategy Analysis

In the current stage of economic take-off,people's income increases year by year,and more and more attention is paid to improving the quality of life.Due to the global cultural and trade exchanges,more and more people have accepted the culture and food from the West,especially the young people of the new generation.Due to their abundant material growth environment,the concept of consumption is very different from that of the previous generation.As a global coffee chain company,X Coffee Company has a considerable reputation in China and has a strong brand influence in the coffee retail industry.Its brand marketing method is based on "coffee culture",which not only provides customers with excellent products,but also pays attention to service quality and unique user experience marketing.We summarize Chenggongzhidao of X Coffee Company,research,summarize and summarize his successful brand building and sales strategy,analyze some problems in its domestic development,and propose suggestions and measures for improvement.This article analyzes the four aspects of X coffee brand strategy: brand personality,brand communication,brand sales and brand management.The emphasis is on using the 5C model to analyze the market environment and the internal environment of X coffee brand sales in China.To determine the segmentation of its user group and accurate market positioning.Among them,the user group of the X Coffee Company is the middle and upper classes or coffee lovers with strong consumer power,and the target market is in the central city,the first-tier provincial capital city,the second-tier city with a high level of higher education,and the developed city of the coastal economy.The market positioning that distinguishes X Coffee from competitors is mainly coffee culture,innovation and X coffee experience.The coffee culture with customer experience as the core can accumulate loyal customers for X coffee.Commodity prices,products,channels,and promotional methods are the basic elements of marketing.Their essence is to affect the external environment of consumers,and experience marketing is to change the consumer philosophy and values of these consumers through cultural penetration.Enhance the consumer to X coffee brand of the degree of affection,carry on the brand marketing of popular.Although the X coffee brand is in full swing,it also faces a number of problems,such as brand chain and extension issues,the sales crisis caused by cultural conflicts,and so on.We will propose improvement measures and suggestions for the problems faced by the brand sales strategy...