Chapter 361： : Shark and lizard herd, the task of hiring the merchant Picol [Anti-theft

[This chapter is a long-lost anti-theft chapter]

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On the afternoon of the 8th Beijing time, Barcelona held a press conference and Messi was emotionally announced to leave the club. "Thank you, it is very difficult for me. I have been here since I was 13 years old, and after 21 years, my wife and three children are leaving here. I have left everything in this city. This is our home…"

Messi said, “I’m not ready to say goodbye because I’ve never thought about it, and until this year I think I’ll stay here. I want to say to everyone that I respect this club and there are so many wonderful things. Memories and stories."

At the ThomsonReutersFootball-MessiholdsanFCBarcelonapressconference-1899 Auditorium, CampNou, Barcelona, ​​Spain-A conference, Messi was in tears, according to Visual China

Messi couldn’t help leaving tears when he talked about the emotional place, and kept wiping his eyes and nose with a tissue. “From the first day I came here, I’ve been very grateful for everything that happened here, and thank everyone for giving My love. Because of the epidemic, I can’t meet with the fans. It’s a pity to say goodbye without the fans."

"I had imagined before, saying goodbye to everyone in the Camp Nou stadium with crowds of friends."

"I still want to thank everyone for growing up here, becoming the best in the world, and becoming a better version of myself."

Messi said frankly that he was the last to know that he was leaving, "Because La Liga prevented me from renewing the contract, I can't say anything else. Both the club and the chairman Laporta have done a lot of work, but La Liga did not let us sign. I I wanted to stay, but in the end there was really no way."

"From the youth academy to the first team, it means a lot to me, and it is difficult for me to change this time. My family wants to stay in this city, but we can only accept all this and move on. ."

A reporter asked at the scene whether Messi has contacted Paris Saint-Germain and Messi replied, “There is no confirmation yet. There are many clubs interested in me, but there is no certain thing yet. I want everyone to know. , I’m a player, and my responsibility is to be on the court.” Messi also said that he took a photo with the Paris players because everyone happened to be on vacation in the same place. “They all shouted at me,'Come to Paris. I think that's a joke."

Messi also frankly said to everyone that now is the most difficult moment in his career, "I have experienced many difficult moments, but today I can’t go back to the training ground again. It’s the hardest time for me to come back here. Moment."

Messi still believes that Barcelona is the best club, "not only now, there is a future."

Yes, Zhihu also started to make coffee.

On July 29th, three hanging ear coffees created by Zhihu's own consumer brand Zhihu Zhiwu were officially launched. Before going live, Zhihu collected some of the readers of the official account and a number of excellent respondents in the coffee field to try the coffee, and also launched a coffee public test activity on the platform.

According to Zhihu's official statement, the original intention of making coffee is to create a specialty coffee that is suitable for the masses in the way of eating it from the mouth, and to solve the trouble of consumers not knowing how to choose coffee.

Today, the public is not unfamiliar with the concept of specialty coffee. Brands such as Manner, Sandton Ban, Shi Cui, Sumida Chuan and others are all representative of this track. Since the Internet coffee represented by Ruixing set off a wave of investment in 2018, specialty coffee has become the new capital "darling" this year. On this crowded track, can Zhihu stand out?

01

Coffee style is very "knowing"

In recent years, with the improvement of extraction technology and freeze-drying instant technology, the concepts of specialty coffee such as freeze-dried coffee, coffee stock, hanging ear coffee, capsule coffee, etc. have frequently come out of the circle, such as three and a half small cups of freeze-dried instant coffee, Sumida River Hanging ear coffee and so on.

Zhihu said that the reason why we chose to launch Hanger Coffee is because we want to preserve the flavor of the coffee beans, so that consumers can take them with them and drink them at home, in the office or on business trips, that is, they can cover more Scenes.

The overall design style of the coffee is very simple and very "knowing". Zhihu launched a total of three hanging ear coffees: Ethiopian Yegaschefei, American Nut Age, and Italian Black Storm. They were named Alpha, Beta, and Gamma. In each box of coffee, Zhihu will randomly send out an audio card for Zhihu Reading Club.

From the raw material point of view, Zhihu said it uses 100% Arabica, Q-grader quality-controlled coffee beans, and uses a fully automatic imported production line. The products are divided into two types-7 packs of single-flavored coffee and 20 packs of mixed packaging flavors. Excluding the discount during the launch of new products, the average price is about 6 yuan per pack, which is similar to the price of three and a half brands.

It is reported that Zhihu is also developing a cup for brewing coffee, which is expected to be online in 1 to 2 months.

The knowledge-sharing community actually started a coffee business, and it sounded a bit "unsatisfactory" at the first time. But if you think about it, the business logic is also common. First of all, this is highly coincident with Zhihu’s target customer population. According to Zhihu’s official data, 52.6% and 21.2% of users are located in China’s first-tier and new-tier cities and second-tier cities, and they are young The trend is obvious.

Having been in the coffee industry for many years, Zhihu Deepin's user "Mint's Coffee World" participated in this coffee public testing activity. She believes that compared to other types of coffee products, Hanger Coffee is the one that has the highest degree of reduction in coffee taste, which seems to fit the tonality of the Zhihu platform to some extent. "Whether Zhihu Coffee can stand out depends on the positioning and presentation of subsequent products, and whether Zhihu's platform attributes can be highlighted, so that products and users can have a deeper connection."

In fact, in the past, many coffee brands have conducted joint activities with Zhihu to break the circle of young people. In May of this year, KFC KCOFFEE launched the Zhihu joint brand, focusing on the "difficulties faced by young people" to carry out marketing.

Zhihu Zhiwu, which launched Hanger Coffee this time, is Zhihu's own consumer brand, focusing on the research and development of daily life good things. Judging from its WeChat public account, it has also tried to do business in flowers. Therefore, Coffee Xu is another starting point. In the future, Zhihu may launch more private brands to complete the closed loop within the platform ecology.

Cui Lili, director of the E-commerce Research Institute of Shanghai University of Finance and Economics, believes that Zhihu's traffic value as a content platform is gradually being discovered. For coffee, the attributes of the customer group are more consistent, and the wrong thing is the scene. But it does not rule out the possibility that some Zhihu heavy users rely on the community platform to select products.

The hot coffee track is not short of surprising cross-border players. After the "double reduction" policy was implemented, education and training institutions were transformed to make coffee. Recently, there is market news that Xueda Education has established a new business division of the group, under which there is a coffee and catering center. Currently, Xueda Education has registered a related company "Coffee Coffee".

02

Do you know why the coffee is launched?

At the moment, specialty coffee is on the cusp, which is also the general trend of coffee from niche consumption to mass consumption, from social attributes to functional attributes. Zhihu also wants to get a piece of "soup" from this track.

According to IT Orange data, from 2020 to July 2021, a total of nearly 50 financings occurred in the coffee sector. From the perspective of investment amount, in the first 7 months of this year alone, the amount of capital financing has exceeded 6.3 billion, far exceeding the amount for the whole year of 2020, and also exceeding the period of the previous round of financing**. In particular, Manner has received 5 consecutive rounds of financing this year, with a valuation of more than 10 billion yuan, which has attracted capital rush.

Specialty coffee is developing rapidly. In addition to innovations in production technology, these companies also have strong Internet genes, are good at marketing, and are good at getting closer to young consumers.

Chen Mixue, managing director of Hanergy Investment, told Lieyun.com that with the development of coffee habits of domestic consumers, their demand for coffee has gradually extended from office scenes and social scenes to home scenes. This is a natural upgrade process. Specialty coffee The popularity also means that consumers need to seek some new coffee experiences.

She believes that the coffee market has great prospects. Whether it is hanging ear coffee or cold brew coffee, each sub-category has great opportunities, and there are also fixed customer groups to meet their individual needs. Compared with tea, coffee has not been introduced into my country for a long time. Which emerging brand will run faster in the future remains to be observed by the market.

According to the data in the "White Paper on China's Fresh Coffee Industry" in April 2021, my country’s coffee culture is mainly infiltrated by first- and second-tier cities, but coffee has gradually changed from a "fashionable drink" to a "daily drink", prompting the country's recent More and more coffee brands emerged this year to seize the consumer market.

The reality that attracts players to continue to enter is that the coffee track still has great potential to be tapped. From a global perspective, the per capita consumption of coffee in China is significantly different from that of foreign countries. The per capita consumption of coffee in the United States and Canada is around 300-400 cups. There are 15 cups per capita, and the country’s annual per capita coffee consumption is only 6 cups.

At present, the size of China's coffee consumption market is about 100 billion yuan, of which instant coffee accounts for 72%, freshly ground coffee accounts for 18%, and ready-to-drink coffee accounts for 10%. Compared with developed countries such as the United States and Japan, coffee consumption in China is still in its infancy.

Meihua Ventures Wu Shichun once said that the coffee market will still be a particularly worthwhile business in the next ten years. Judging from the current coffee penetration rate and per capita coffee consumption, China actually has a big gap whether it is compared with Europe and the United States, or compared with neighboring South Korea and Japan. This is a huge space that can be filled. Coffee is a universal brand and will definitely become the new first-choice must-have drink for young people. There is still a lot of room for current penetration and consumption.

From the perspective of knowing its own ecology, self-marketing and publicity can also be realized by relying on newly launched columns such as good things recommendation.

Zhihu's coffee public testing activities stipulate that after users receive the product, they must select any one of the questions provided at the bottom of the page within the specified time and publish an experience report that meets the requirements. The answer content must first mention the public test activities from Zhihuzhiwu; and insert the designated good thing recommendation card in the content.

These questions include "what is good and inexpensive coffee", "what kind of coffee is recommended", "what is it like to be addicted to coffee", covering various discussions on coffee topics in the Zhihu community.

It can be said that Zhihu has completed a self-marketing and publicity through the evaluation of excellent respondents.

The "good things recommendation" function is a function that Zhihu launched last year, which aims to encourage creators to insert product purchase links in high-quality answers to obtain revenue by means of commissions. Prior to this, if the creator did this, he was suspected of having an advertisment.

Since its launch, Haowu Recommendation has made more and more contributions to Zhihu's revenue and has become a new growth curve. During the 618 shopping festival this year, Zhihu users opened nearly 2 million stores with answers, and the total number of page views of the content with the goods exceeded 1.1 billion. 700 yuan.

03

Zhihu's commercialization map is further expanded

At the end of March this year, Zhihu, which was established for ten years, finally struck the bell on the New York Stock Exchange. Trapped in the relationship between commercialization and maintaining a community atmosphere, UU Reading has further increased the pressure to realize it, and has been conducting more diversified business explorations.

Entering the coffee track also provides more possibilities for the commercialization of Zhihu. From the perspective of commercialization, Zhihu began to provide online advertising in 2016, paid content in 2018, paid membership in the first half of 2019, and content business solutions in early 2020. In 2020, Zhihu began to provide online education and e-commerce related services.

Zhihu also admitted frankly that it is still in the early stages of commercialization. At present, Zhihu's revenue is composed of online advertising, paid membership, content marketing solutions and other (online education, e-commerce) four parts, and its contribution to revenue in 2020 will be 844 million, 321 million, 136 million and 52.63 million, respectively. .

Zhihu is gradually getting rid of its single dependence on online advertising. The latest Q1 financial report shows that Zhihu's non-online advertising revenue accounted for more than half, and the proportion of paid membership, commercial content solutions and other business revenues has risen to 55%.

As a form of content-based commercial monetization, Zhihu's online education and e-commerce services will have an annual revenue of 52.63 million in 2020, a year-on-year increase of 1083%, which is attributable to Zhihu's other income. In this year’s Q1 financial report, Zhihu said that online education and e-commerce revenues have also achieved initial results. This