Customer Engagement Strategist

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Reprinting without permission is prohibited. The cover image comes from Unsplash, under the CC agreement. The opinions in this article are solely those of the author. The Renren Product Manager platform only provides information storage services. Generally speaking, when a company faces a huge challenge or makes major adjustments, it will decide to send an internal letter to inform the public. Recently, both Bucks and Heitea have published open letters. What inspiration do we have? On September 9, . , Bucks' new CEO Brian Nicol officially took office. A week later, on September .



, he published an open letter with the theme cambodia email list of "Returning to the Original Intention"! Coincidentally, Heitea also issued an internal letter to its business partners with the theme of "Creating Differentiated Brands and Products for Users" on September 8. The background of these two letters is that the company is facing huge challenges, such as unprecedented changes in the environment and innovation in consumption patterns, consumption contraction, unstable markets, industry involution, capital pressure or when they are “stuck” . and “actions” for tomorrow. Today, let’s first disassemble the two letters from three perspectives: ① Insight into the problem ② Solution ③ Action steps to find some valuable actions and inspirations, and then “borrow the false to nurture the true” and propose new consumer brands in the era of consumption austerity Three ways to “get expensive”! .



“Reflection” and inspiration on the open letter of bucks VS Heite! . bucks’s thoughts and solutions Reflection - “Forgot or lost the original intention.” The Solution – “Today I make a promise: we will return to the roots of Bucks, we will refocus on what has always made Bucks special – a cafe where people are welcome to come together, guided by the skilled craftsmanship of the highest quality coffee. Coffee is something we will never change.” Brand Ape believes: Nicole has insight into the root of Bucks’ dilemma – the responsibility is “we (Bucks)” and has found the essence of the solution: original intention (unique), the cafe (third space), the barista (partner) ) ), quality products and innovation.