A global brand the Gong cha, is a brand that reminds people of premium tea and milk tea.
You have completed the Gong cha Web Site Renewal Project.
To reflect the brand's philosophy and concerns, Google Analytics and Big Data collection and analysis proposed effective ways to build a website. We wanted to make a space where we could experience
the high brand value, not just the information website.
" Leaf tea drinks are fresh ", "Coffee market is already there, but will tea drink be sold?"
In April 2012, when tolerance first appeared in Korea, people had two reactions. Tolerance has started to build its own territory in the Korean beverage market and has now proven its brand by expanding its realm to the point where milk tea reminds us of tolerance. The New River X Gong cha project started with Gong cha renewal as a ' Gong cha brand '.
Rather than simply exposing the information of Gong cha, the focus was on introducing a Gong cha`s good brand and allowing the customer to experience the brand value of Gong cha in store-telling form.
Direction 1. Make it possible to make your own choices to make your customer attached
A curation service that can be selected and customized by customers who are not in the existing beverage market provided by Gong cha has been made into a service unique to Gong cha. It also provided meaningful information about the exposure of the beverage recommended by Tolerance and the birth of the beverage. It was implemented considering the process of generating imagination about the menu. The history of the brand, the image, and the stroy of the menu were simply desinged to provide service that makes it easy to see and easily display various brands and various menu of Gong-cha
Direction 2. What people in their 20s and 30s like.
People in their 20s and 30s are interested in investing for me and spending money reasonably.
Gong cha is a customized system that can be customized by providing five levels of sugar, ice content and toppings based on original tea (Tea), aid, and smoothie. There are 60 different combinations of drinks to choose from. At a Gong cha, three people can drink different milk teas.
It's not just a recipe, it's my own drink. We have made it possible for customers to meet their DIY tastes, not just offline, but also on our website. We have implemented a variety of curations such as suggesting the best combination of tolerances that change over time.
The 2030 generation is strong for communication.
We are aware of Gong cha and plan to communicate clearly that they are a part of the Gong cha brand by customers who are about to face Gong cha. Gong cha is designed and designed consistently from the main visual to the putter in order to clearly convey a message that it cares for customers without forgetting. also we finished it on the bottom with Instagram, so I could approach the news about the tolerances naturally.
Generation 2030 will respond to unique concepts.
Every company is selling something.
How can we highlight Gong cha in this competition?
Having a unique concept on a website is a great way to attract your target customers.
In order to highlight our unconventional personality, we have placed the main page of tolerance in the form of blocks stacked up. Of course, we've also focused on making sure that each block is combined to become a brand.
Direction 3. Fun, Curiosity, Trust. How to show content to customers.
We have an idea from SNS, which the target customer uses most in planning and designing Gong cha. It considered targets that are familiar with Facebook, Instagram, and Pinterest's box-type images and analyzed their usage patterns.
Based on the fact that he shared his experience with images and short stories, he created a visual and sensible content arrangement. During the publishing phase, we inserted a variety of motion features and implemented it so that customers can be interested, easily, and quickly acquire information with each particular motion exposure, from tolerance main page to sub page.
A loved company actively protects the interests of its stakeholders and builds collaborative relationships with them. We have created a separate franchise platform to experience the new and differentiated value desired by the franchisee and the franchiser.
The franchiser platform will increase the satisfaction of the franchiser as the Gong cha brand with the good story informs the brand through the site, and people love Gong cha and this will increase the brand's growth.
Direction 4. Easy, convenient, and reliable.
We have not only increased brand value by improving reliability and convenience in providing our customers with a service of Gong cha. From a management perspective, we established a design guide and established an easy and convenient management system.
We are based on data in determining what content to expose. Based on Google Analytics results of the past year's Gong cha, we placed the most frequently visited first-place content, beverage and store searches, and the third-ranking content event.
We got rid of pop-ups.
Most companies use pop-up methods for events or discounts to appeal to customers, but they do not make a good impression on the consumer.
They want to keep their visitors informed about the events they are hosting, but these factors can only build negative perception of the brand and increase their churn.
You can easily get the information you want from anywhere on the website, not from pop-ups, and what if you suggested an event?
For example, We used an area in the navigation to expose the event area naturally.
It's a simple change, but it will give you a more stable exposure to your brand if you're annoyed by pop-up windows.
After NewRiver and Gong cha meet.
From PC to mobile site renewal to April 14, 2017 As many as 80 % of people are accessing it on mobile. Consideration was given to developing a space where people in their 20s and 30s can experience the brand value of Gong cha.
The Gong cha renewal reflects as much as possible our philosophy and concerns about the brand.
We went through maintenance together even after the Gong cha`s renewal.
And with Google Analytics and Big Data gathering and analysis, we will be able to achieve even more brand recognition.
