Jack Ma opened two "programmer cafes" to make coffee that understands the code.

For professional baristas, please follow the coffee workshop (Wechat official account cafe_style)

On May 11, Ali Yun and Costa jointly opened a programmer themed cafe, one in Alibaba Xixi Park and the other in Yunxi Town in Hangzhou, where programmers gather.

In this programmer-themed coffee shop, the programmer custom coffee "Apsara Coffee" (Apsara is Aliyun Feitian system), jointly developed by Ali Yun and Costa, tastes a little more bitter than a latte, extracting the best soluble concentration of 18%, 22%. Of course, there is also a big Ali cloud logo pull flower on it.

The Apsara Coffee is currently available in more than 20 Costa stores in Hangzhou, Shanghai, Suzhou, Shenzhen, Xiamen and Chengdu.

"We want to have a more refreshing effect, but we don't want to make it too strong (for health reasons)." According to Zhang Haiping, Aliyun is mainly responsible for the research and testing of programmers' tastes, providing reference for the research and development of Costa.

In addition to the store decoration of programmer culture (palpable keyboard, mouse, code), there is also a "programmer challenge version" in the coffee shop, on which programmers can write questions and connect the code. guests who successfully solve the problem can take away a custom coffee cup.

"We did this project because [Aliyun] was faced with developers, and we wanted to improve the popularity of the brand, so we went to see what these people liked." Zhang Haiping, brand manager of Aliyun, told Curiosity Daily that programmers' demand for coffee was a point of contact they found.

The project was proposed within Aliyun in September last year and was first tried at the Cloud Congress in October. "at that time, we just invited Costa to come over and sell coffee, and then we made a slight adjustment to one of their original mochas and typed it with Aliyun's logo, and later found out that everyone liked the idea."

For Costa, coffee is a mass consumer product, and selling coffee to a particular group of people is something that has not been tried before. "the two sides have been running in for a long time, but Costa is still very excited about the idea."

Next, Aliyun hopes to introduce big data's app into the cafe instead of manually collecting programmers' preferences for cafes, including accessing Aliyun's membership system and exchanging Aliyun's membership coupons for Apsara coffee.

As of the third quarter of 2016, Aliyun currently has 765000 paying users. "at this stage of brand development, there is a growing need for personalized existence." Zhang Haiping said that this is not a temporary flash activity, and Aliyun hopes to continue to push forward the project.

From the point of view of Ali and Costa jointly doing this marketing, this is not bad gimmick. But everyone has their own preference for coffee, and from this point of view, there is nothing special about programmers.

And whether you can please programmers from the point of view, to make more people interested, also need to play a question mark.