Carving time Coffee Shop is now a chain. What is its success model?

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Once the "Peking University Small Broken Shop" carved time coffee shop, now become a chain enterprise, its success model is what?

Carving time footprints all over Beijing, Shanghai, Xi'an, Nanjing, Hangzhou, Fuzhou and Shenzhen, Dalian, Yangzhou and other places of preparation work is under way, will soon open. In the late 1990s, Zhuang Songlie was affectionately known as the "Peking University Small Broken Shop"(near Peking University), and it often closed during business hours. Now this is marked with a clear "Wenqing brand" carving time has been in operation for 15 years, and has been favored by capital successfully expanded 31 chain cafes. How does carving time support an industrial chain with a cup of coffee?

The era that Zhuang Songlie called "stupid" was the "minority period" of carving time, and it was also the time when he was most energetic and passionate about entrepreneurship.

In the late 1990s, Zhuang Songlie was affectionately known as "Peking University Small Broken Shop"(near Peking University) carving time, but also often closed during business hours, often because Zhuang Songlie and Li Ruofan husband and wife happy to go to eat hot pot with regular guests.

As with keeping your brand's virginity, many people believe that niche brands cannot withstand expansion.

Carving time, lifestyle

On May 29, 2012, Carving Time announced the launch of the second round of financing plan, transforming the past direct-sale chain operation into a regional franchise chain. By this time, Condor Light had grown into an expanding empire with a complete supply chain.

In addition to opening 31 direct-sale chain stores in major cities in China such as Beijing, Shanghai, Xi'an, Nanjing, Fuzhou, Hangzhou and Shenzhen, it also owns many sub-brands such as "Carving Time Coffee Academy","Yifeng Shangda Public Relations Company","Life Decoration Collection" and "Border Culture".

Probably catch up with the good times, in Beijing that even comfortable reading places are rare era. Zhuang Songlie opened a small cafe near Peking University. Students liked to read the books in the cafe. Those books were very rare and difficult to find on the market. They were all books Zhuang Songlie read when he went to school at Beijing Film Academy.

When there were no customers, Zhuang Songlie put on movies for himself in the store, which later attracted many nearby students.

This is the customer type of Diaoguang in its early years. After the demolition, Diaoguang moved to Weigong Village with more customer types, and the surrounding white-collar workers liked to enjoy the taste of coffee. Every time they worked, they often came to the pub. Those students who have so far have already grown into the backbone of society, and they have gone through 15 years of life together with Diao Guang.

Now Diaoguang almost has the status of "Chinese Starbucks", but with the expansion of the territory and the intervention of investment, Diaoguang's positioning will make her lose some customers, but also get more customers. From niche literature to small fresh, carving light still keeps its brand exuding a charming temperament.

Zhuang Songlie said: "As long as you can reach 70% satisfaction is already very good, in the case of expansion, more than 80% dare not expect."

Here, the only constant is a cup of fragrant espresso, as well as those elements that have existed since the beginning: dark green signs, old furniture, dim lamps, green plants and bookshelves full of books...

The whole industry chain of a cup of coffee

In a sense, carving time is not a cafe that provides drinks and food alone, but a place to promote a lifestyle.

"The philosophy we adhere to and the lifestyle we promote are the soul of carving time." Zhuang Songlie said.

In order to ensure the quality, Carving Time established its own coffee plantation, from planting to baking to unified management of distribution, forming a micro-industrial chain. From the birth of a coffee bean to becoming a fragrant espresso on the customer's table, every link of carving time is visible and controllable.

Carving time through the analysis of the operation of the store, control the delivery time and quantity of delivery, to ensure that each store beans are high quality, fresh; At the same time, please go to the domestic famous baking master, the consistency of taste one by one check; Carving time coffee academy lecturers, will do professional testing on each batch of coffee beans, to ensure that the factory qualified, but also regularly go to the store inspection and training shop barista.

Carving time refines coffee out of its own taste, so that the unique taste is based on the complete model of the whole industry chain.

Brand of "Coffee Empire"

In order to maintain the continuity of the brand, Diaoguang also innovates in the traditional franchise form. At present, the franchise mode of Carving Time is to provide management personnel from the headquarters to the franchise stores, and to unify the operation and management, strictly ensuring that each franchise store has the unique DNA of Carving Time.

Carving Time's philosophy is: humanized decoration and decoration, focusing on the development of fresh and healthy food, providing friendly and generous service, focusing on promoting artistic and cultural exchanges, emphasizing individual creativity and progress, focusing on sustainable development and interaction with the community.

From direct operation to regional franchise transformation, carving time output management personnel, headquarters responsible for operation and management, to maximize the continuity of the brand.

"For the current carving time, we must face some problems brought about by rapid development, such as difficult employment, employment in the service industry has always been a big problem in the industry; there are structural changes in the brand audience, and some loyal customers will express concern about our expansion. In response to these problems, we have done a modular treatment of various tasks, such as interior design, equipment procurement, early publicity, operations, etc., both to cope with the rapid opening of the store, but also to maintain the taste of the brand." Zhuang Songlie said.

A spontaneous artist.

Zhuang Songlie's daily schedule usually gets up at about 8:00, then stays in bed to read Weibo and novels, gets up at 9:00 to eat breakfast, and starts to deal with business online. Go to the company at noon, go swimming or fitness in the afternoon or go downstairs to press your feet.

"I've always wanted to be an explorer of ancient times. I can explore and record all kinds of cultural customs around the world…Africa, America, islands, deserts…Romance seems to be quite important to me…"

Although Zhuang Songlie, who has been running a chain of coffee shops for 15 years, favored by capital and successfully expanded 31, still does not classify himself as BUSINESS SINMAN. Perhaps more of a spontaneous ARTIST, he hired a CEO to run the company for him, maximizing trust and rarely interfering with the management team.

"Although I don't like the word success too much, the reason why carving time can be done is good: on the one hand, the economic environment of the whole continent takes off; on the other hand, carving light is done early, and can persist in doing it, providing people with a good environment and good service." As for which decision to make, it should be to train the next generation of management personnel early and prepare for the upcoming or invisible things, such as demolition or shortage of funds and personnel." This is Zhuang Songlie's explanation of why his cafe will last for a long time.

"Our goal is to be the first share of Chinese coffee. Although there are still various details to discuss and work with my colleagues, our expectation is to be able to go public in the next two years." This gentle entrepreneur has a ruthless and impulsive heart. Carving time at the very beginning is doomed to its continuation and expansion of the pace.

Related Reading:

What's wrong with coffee? Will you get angry?

Caffeine in coffee is hard to dissolve in cold water, but easy to dissolve in hot water. Caffeine stimulates the cerebral cortex, eliminates drowsiness, increases sensation and thinking, and can be used as a cardiac stimulant to regulate heart function. It also dilates kidney blood vessels and diuretic effects. However, caffeine is not just coffee. A cup of coffee usually contains 60-65mg of caffeine. However, excessive intake of caffeine, prone to tinnitus myocardial hyperactivity (rapid heartbeat, increased pulse rate). And pulse beat uneven, so you must drink moderate coffee.

Coffee is recognized as a healthy drink, but coffee must be reasonable, scientific drinking, in order to benefit health, to achieve timely and appropriate.

After getting up in the morning, drink a cup for refreshing, during the day when work can be refreshing, coffee can be slightly strong at this time. After dinner or evening coffee should be slightly light. Coffee or tea have the role of refreshing, but not suitable for drinking with meals, should be drunk after meals. Some friends love coffee very much, but they are afraid that they will get angry if they drink it often. Caffeine is a mild stimulant in coffee, which can improve the sensitivity and attention of the human body, accelerate the metabolism of the human body, and improve the mental state and physical fitness of the human body. Caffeine is found in about 60 plant species, most notably tea and coffee. In some coffee-consuming countries, people consume an average of 250-600 mg of caffeine per day. After repeated scientific research and analysis, this dose has no side effects on humans. Coffee does not burn.

We often see many people light coffee, this way of drinking coffee is not easy to health. Should be in the coffee with a cup of white water, so there are two advantages: first, in the coffee before drinking a mouthful of white water, rinse off the odor in the mouth, and then taste will feel mellow. Second, due to the diuretic function of coffee, drink more white water to improve urine output and promote kidney function. In this way, both taste the delicious coffee, and do not have to worry about getting angry, really kill two birds with one stone.

Coffee is bad:

1. Caffeine helps improve alertness, agility, memory and concentration. But drinking more coffee than you're used to can produce stimulants similar to those consumed in the same dose, which can cause nervousness. For people prone to anxiety disorders, caffeine exacerbates sweaty palms, palpitations and tinnitus.

2. Caffeine is often combined with other simple painkillers because of its analgesic effect, but if you take it in large quantities for a long time, if you already have high blood pressure, using large amounts of caffeine will only make your situation worse. Because caffeine alone can raise blood pressure, when combined with emotional stress, it can have a dangerous multiplier effect, so people at risk for high blood pressure should avoid caffeinated beverages especially when they are under high pressure at work. Some regular coffee drinkers think they are immune to caffeine's effects, but that's not the case, with one study showing blood pressure can rise for up to 12 hours after drinking a cup of coffee.

3. Osteoporosis induced caffeine itself has a good diuretic effect, if long-term and large amounts of coffee, easy to cause bone loss, bone preservation will have an adverse impact, for women, may increase the threat of osteoporosis. However, the premise is that the usual food is already lacking in adequate calcium intake, or people who do not often move, plus post-menopausal women, calcium loss caused by lack of estrogen, these conditions plus a lot of caffeine, may pose a threat to bones. If you can enjoy it in reasonable amounts, you can still do it without choking.

In addition, the following six kinds of people should not drink coffee: suffering from hypertension, coronary heart disease, arteriosclerosis and other diseases_long-term or heavy drinking of coffee, can cause cardiovascular disease. Older women-Coffee reduces calcium and causes osteoporosis. After menopause, women need ten times more calcium per day. Stomach sufferers-drinking too much coffee can cause stomach problems to worsen. Pregnant women-drinking too much coffee can lead to fetal abnormalities or miscarriage. Vitamin B1 deficiency-Vitamin B1 can maintain the balance and stability of the nervous system, and coffee has a destructive effect on it. Cancer Patients-Drinking too much coffee poses a cancer risk to normal people.