As a D2C (direct-to-customer) online instant coffee brand, Saturnbird Coffee has reached immense success in just a few years and has become very popular among Chinese young consumers. The brand opened its first offline concept shop, located in Shanghai, signaling the start of its offline business.
Saturnbird Coffee adopted an online-to-offline retail strategy along with a digital-first marketing approach to appeal to young people. Offline will be an important carrying channel for its brand communication and content. The store has . . .
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