When caffeine has become the life-sustaining water of contemporary young people, but instant coffee is really unacceptable, coffee freeze-dried powder and coffee liquid appeared; And when lazy and ceremonial young people have higher requirements for coffee, xbloom just fills this gap in the market.
xbloom specializes in fully automatic freshly ground pour-over capsule coffee machines, which apply a number of original technologies to grinding and brewing. XBLOOM was founded in 2021 in the United States, its parent company is TBDX INX, and the founder and co-creator have 8 years and 10 years of experience in Apple product design, respectively. In 2022, TBDX announced the completion of two consecutive rounds of financing totaling $15 million, with investors including Shunwei Capital, Source Code Capital, and Uphonest Capital, an early-stage venture capital in Silicon Valley.
With such a founder's background, it's not hard to see why xbloom is called "Tesla in the coffee machine! ”。Because xbloom is like bringing self-driving to a coffee machine for coffee making, you only need to pour a cup of coffee bean capsules into the machine, and it can intelligently identify, grind, dispense, brew and drip out a cup of coffee worthy of boutique quality for you.
In 2022, when the capital market is sluggish, xbloom has continuously received financing, which makes Socialbook curious about what is so special about this brand?
An all-in-one coffee machine of nearly $800 is not cheap, so why does xbloom have the confidence to sell it so expensive?
The core advantage of xbloom is that the full intelligence of the product is more friendly to ordinary coffee usersWith the intelligent and integrated design, people can make coffee beans into pour-over coffee without grinding it themselves at home, and it tastes the same as what they drink in the store.
The coffee capsules used by xbloom are not packed in coffee pods, but they only need to be manually poured into the capsules on top of the grinding disc to ensure the exact amount of coffee per serving. Theoretically, XBroll has a built-in RFID chip that recognizes the type of coffee bean, so you can adjust the water temperature, pressure, flow, and mode according to your preferred barista habits. XBLOOM's built-in app also has intimate tips on coffee beans, recommended brewing methods, etc., and users can complete refined personalized settings through the app. Standardized production process, thousands of coffee flavors. For most coffee users who only pursue taste and convenience, it couldn't be more convenient.
Another differentiator of xbloom is thisInstead of the usual pre-ground, pre-flavored ground coffee, it is a solid 15-gram coffee bean。Xbloom has partnered with North American specialty coffee brands to develop capsule products with a variety of flavors, providing users with 20 flavors of coffee beans. Xbloom's Curator Program also invites leading roasters and master baristas to design their own coffee pods, offering limited-edition coffee pods for users to try.
Another big attraction of xbloom is its "frigid" technical design. The outer layer of the product is made of anodized aluminum, a material that Apple uses on its MacBooks. Xbloom also has a relatively small footprint of 85" x 69 inches, perfect for saving space in a small kitchen.
In North America, the coffee business also continues to heat up, according to statista data, the coffee market in the United States reached a size of $11 billion in 2023 and will grow at a rate of 3A compound growth rate of 21% is growing rapidly. In an interview with TechCrunch, Richard Xu, founder of Xbloom, said, "In the U.S., only 2 million to 5 million people actually buy coffee beans and make coffee themselves. With 200 million people drinking coffee every day, that's a huge gap. ”
I don't think this machine was ever designed to replace the process of making coffee. We want people to buy this machine and finally get involved. We have always seen ourselves as the gateway to specialty coffee. Xu explained. Rather than providing 2 million people with a machine to make coffee beans, Xbloom's mission is to bring the idea of making specialty coffee easy at home to the remaining 200 million coffee drinkers.
Xbloom has set its pricing at $800, which actually filters out users who are not obsessed with making specialty coffee at home, and its target group isUsers who recognize the value of specialty coffee, but want to save time and effort, and have a certain amount of spending power.
For such a target user,As a new brand, XBult needs to establish brand professionalism through brand marketing, accurately convey product selling points to target customers, and improve conversion ROIHow does it do it through influencer marketing on social media?
XBLOOM's consumer base can be basically divided into:Coffee lovers, white-collar workers who pursue coffee quality, and families with a high demand for coffeeThese three categories of customers.
The core customer group of coffee lovers has a very high-quality pursuit of coffee taste, because the scene of "coffee" itself has strong social attributes, if it can be conveyed in the marketing of influencersCoffee lovers recognize the taste of the coffee made by xbloom, so that this group of users can spread the word of mouth in the social circle of coffee lovers, which can achieve a better secondary publicity effect.
For the two potential groups of white-collar workers and families, xbloom is conveyed through the ** content of celebritiesIt's easy to get startedThe selling point of the operation to solve the pain points of users making coffee in the home environment.
On the road of xbloom's influencer marketing, brands use these two types of play to play in the case of an account with a small number of followers (Instagram 270,000 followers, tiktok 110,000 followers), attracting a large number of new users.
01 Cooperate with top KOLs in vertical fields to create a professional image
Blogger Morgan Eckroth is the American coffee champion with 1.1 million followers and a high level of Instagram popularity, and if you click on her account's homepage, you will find that almost everything is related to coffee, including the technical content of coffee making and the fun of drinking coffee in the store**. Professional and neat content, clean shooting pictures, so that morgan's ** high praise is frequent,Her fans include both coffee enthusiasts and ordinary users who simply like to drink coffee, which highly overlaps with xbloom's target audience
The content jointly released by xbloom and morgan eckroth is also professional, and in **, the celebrity shows how he uses xbloom to make a cup of high-value specialty coffeeThis ** has more than 8,000 likes, far exceeding the average number of likes of the account and is one of the highest **likes of the account**。From the comment area, it can be seen that the comment with the highest likes is a fan who said".Even if I know that this is a promotion, although I am not a complete caffeine dependent patient, I still want to try this machine! From this highly praised comment, it can be seen that xbloom took advantage of the influence of professional head celebrities to successfully carry out a product planting and account**.
At the same time, xbloom also posted this ** on TikTok, with more than 4 likes5K, which is still far above the brand average.
Compared with TikTok and Instagram, which are more young people, YouTube actually gathers a lot of middle-aged American traditional coffee users, which are also the target audience of xbloomOn YouTube, the brand also continued to play with large traffic + professional influencers.
Xbloom invited James Hoffmann, an authoritative figure in the coffee industry, to evaluate the coffee machine, he is not only a professional evaluation blogger in the coffee industry, but also an entrepreneur, with 1.98 million followers on YouTube, and is a highly influential head bloggerThe fan portraits are very vertical, and many of them are super core users who love coffee and like to brew their own coffee, and this part of the people also happens to be the core customer group of xbloom.
In the 24-minute session, James Hoffmann introduced the features, how to use the product, and the advantages in more detail, and also showed how he used Xbloom's self-developed app. Underneath **The influencer also placed a link to the official website, this **, which was released in May last year, is already available980,000 hitsWith the long-tail effect of **, the brand's official website link will continue to have new users log in. From the data of similarweb, it can be seen that the most traffic on the official website of xbloom is from youtube, and this ** is also indispensable.
02 Use the topic as a tiktok celebrity cooperation to attract traffic and detonate word-of-mouth
Although the brand has only 20,000 followers on TikTok, the brand's eponymous hashtag has accumulated 230,000 views. Under the hashtag, there are many KOLs and waist KOLs, and amateur posts. The hashtag xbloom not only contains the promotion of brand and celebrity cooperation**, but also the UGC of many users after using the product, so that new users who actively search for it are immersed in planting.
In the first row under the hashtag, you can see that xbloom sponsors TikTok influencer @domestically Blussful**, and is currently ranked high on the hashtag, and this sponsorship ** currently has more likes.
domestically blissful herself is a TikTok celebrity who loves life, pays attention to good looks, and has a sense of atmosphere, and with 130,000 fans, she is a waist expert, and her fan group portrait is more generalMainly girls, mainly people who pursue quality of life, if the brand wants to break the circle, in fact, it must also reach this part of the population.
Different from the previous professional celebrities**, in this sponsorship**, the ** shot by @domestically blissful restores the home environment, mainly in the way of scene + pain point solving, showing fans an imagination of a better lifeClicks and reviews are also good, making it even more attractive for new users who don't want to pursue the taste of coffee and pay more attention to the quality of life.
To sum up,XBLOOM is a new brand that focuses on the middle classIts target portrait determines that its marketing style is very worthy of reference for brands going overseas with the same customer group.
Before brands develop marketing strategies, they need to analyze themselvesWhat is the portrait of the core customer group, the circle breaking customer group and the outermost potential group?, different groups of people want to highlight different product selling points, which is also destined to what kind of celebrities the brand wants to cooperate; The number of followers of a blogger does not guarantee that the effect of brand cooperation and influencer marketing will be good. When choosing a celebrity to work with, the new brandIt is important not only to select influential vertical bloggers in the field, but also to consider the overlap of their fan profiles or potential circle-breaking fans；The number of followers of the account is not enough, and it is more necessary to use the influence of celebrities to accumulate their own attention and reach new users at the same time. If your brand wants to be like Xbloom and use the power of influencers to boost your brand voice and ROI at an early stage, you can't miss the help of high-quality influencers. To find the right influencer, please contact SocialBook. Socialbook has mastered eight regions around the world, including North America, Europe, South America, Southeast Asia, Australia, New Zealand, and the Middle East16 million+ celebrity resources, involving technology, e-commerce, games, finance, beauty, fashion, home, social networking, food, tourism and many other industries, to provide professional overseas marketing services for your brand.