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Why Saturnbird Coffee's Business Model is so successful?

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Saturnbird Coffee’s Company Overview

Saturnbird Coffee is a prominent and innovative coffee brand based in Chengdu, China. Founded in 2017, the company is dedicated to providing high-quality, instant coffee to its customers, revolutionizing the traditional perception of instant coffee. Saturnbird Coffee's products are made from carefully selected coffee beans, processed through advanced freeze-drying technology to preserve the authentic taste and aroma of the coffee. The company's vision is to make premium coffee accessible and convenient for everyone, anywhere and anytime. Saturnbird Coffee's business model is primarily based on direct-to-consumer sales, leveraging the power of e-commerce and social media. The company sells its products through its official website and other online marketplaces, while also utilizing social media platforms for marketing and customer engagement. This model allows Saturnbird Coffee to maintain a close relationship with its customers, receive feedback directly, and adapt quickly to changing market trends. The company's revenue model is straightforward and effective. The primary source of revenue is the sale of its instant coffee products. They offer a variety of coffee flavors, each packaged in distinctive, eye-catching designs that appeal to a broad range of consumers. Additionally, Saturnbird Coffee generates revenue through collaborations with other brands and businesses, creating unique coffee products that cater to different customer preferences. The company also leverages its strong online presence to attract advertising partnerships, further diversifying its revenue streams.

Country: Sichuan

Foundations date: 2014

Type: Private

Sector: Consumer Goods

Categories: Food & Beverages

Saturnbird Coffee’s Customer Needs

Social impact:

Life changing: affiliation/belonging

Emotional: design/aesthetics, badge value, wellness

Functional: quality, variety, sensory appeal

Saturnbird Coffee’s Related Competitors

Saturnbird Coffee’s Business Operations

Acquiring non customers:

Acquiring non customers who traditionally did not seem to be the target of customer value proposition. Customer acquisition refers to gaining new consumers. Acquiring new customers involves persuading consumers to purchase a company’s products and/or services. Companies and organizations consider the cost of customer acquisition as an important measure in evaluating how much value customers bring to their businesses.

Direct selling:

Direct selling refers to a situation in which a company's goods are immediately accessible from the manufacturer or service provider rather than via intermediate channels. The business avoids the retail margin and any extra expenses connected with the intermediaries in this manner. These savings may be passed on to the client, establishing a consistent sales experience. Furthermore, such intimate touch may help to strengthen client connections. Finally, direct selling benefits consumers by providing convenience and service, such as personal demonstrations and explanations of goods, home delivery, and substantial satisfaction guarantees.

Regular replacement:

It includes items that must be replaced on a regular basis; the user cannot reuse them. Consumables are products utilized by people and companies and must be returned regularly due to wear and tear or depletion. Additionally, they may be described as components of a final product consumed or irreversibly changed throughout the production process, including semiconductor wafers and basic chemicals.

Experience selling:

An experience in the sales model describes how a typical user perceives or comprehends a system's operation. A product or service's value is enhanced when an extra customer experience is included. Visual representations of experience models are abstract diagrams or metaphors derived from recognizable objects, actions, or systems. User interfaces use a range of experience models to help users rapidly comprehend what is occurring in the design, where they are, and what they may do next. For example, a software experience model may depict the connection between two applications and the relationship between an application and different navigation methods and other system or software components.

Razor and blade:

The razor and blade model is a pricing strategy in which a dependent product is sold at a loss (or at cost) while an associated consumable good generates profits. The pricing and marketing approach is intended to create consistent, recurring revenue by enticing consumers to stay on a platform or proprietary tool for an extended length of time. It is often used in conjunction with consumable products, such as razors and their proprietary blades, inkjet printers, and gaming consoles.


Electronic commerce, or e-commerce (alternatively spelled eCommerce), is a business model, or a subset of a larger business model, that allows a company or person to do business via an electronic network, usually the internet. As a result, customers gain from increased accessibility and convenience, while the business benefits from integrating sales and distribution with other internal operations. Electronic commerce is prevalent throughout all four main market segments: business to business, business to consumer, consumer to consumer, and consumer to business. Ecommerce may be used to sell almost any goods or service, from books and music to financial services and airline tickets.


The lock-in strategy?in which a business locks in consumers by imposing a high barrier to transferring to a competitor?has acquired new traction with New Economy firms during the last decade.

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