If you can't afford to open a coffee shop, you might as well try the Wheelys coffee car, but you have to go through the chengguan level first.

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

Wheelys Coffee car is from Sweden. According to Maria and her two other co-founders, at first they just wanted to make money by selling coffee. They never thought Wheelys would be what it is today: there are more than 500 coffee cars in 65 countries and regions around the world. Wheelys has just entered Shanghai in the last two months.

Why do you call it a coffee car? Because it is indeed a mobile cafe on a tricycle, the word "tricycle" can easily make up for a bunch of vulgar objects, such as a pancake fruit stand on the street, but Wheelys actually looks like this:

The Wheelys coffee car has undergone several upgrades. At first, it was purely artificial, and when they put the car online, they found a lot of people interested in it, so they took the opportunity to find a more professional manufacturer to mass-produce it and sell it to people who were willing to run it.

The first generation of cars had only one simple box. Now, Wheelys has sewers, three stoves, solar panels and a small air purifier in the car. They want to turn the car into a green car, and even the air around it needs to be cleaned up. Wheelys is a bicycle, and they have added a small power device in the back to help it move better, and now there is a small screen to take ads wherever they go.

How to do brand output and quality control?

According to a set of data as of June last year, Starbucks has more than 20, 000 stores in 66 countries, while Wheelys has entered 65 countries in the two years since its birth, selling 500 coffee cars (the coffee cars are sold directly to the operator, with the control rests with the operator himself), whether it is light mode, light assets, and expanding rapidly. However, the brand recognition of Wheelys is very low, which is a difficult problem for all emerging coffee brands. In terms of brand building, although Wheelys stressed that they have their own tone: interesting environmentally friendly coffee cars, my focus is on how to ensure that the quality of coffee in so many areas is up to standard.

In the interview, Maria said that although Wheelys has a barista in charge of product research and development at its headquarters, they are more willing to let coffee cars in different regions grow independently and maintain their uniqueness. Obviously, operators know more about the local environment, market, and users, and can cooperate with the region. So Wheelys currently offers only one Indonesian organic coffee bean to operators, and car owners can personalize the drink, but at least provide a kind of wheelys coffee.

One worry is, who can guarantee that car owners will buy beans that use Wheelys regulations, and who can guarantee the quality of personalized drinks? If the operator chooses some coffee beans with lower quality and low cost to make coffee in order to get more benefits, or simply replace it with instant, it is bound to greatly reduce the favor of Wheelys among users.

In terms of profitability, Wheelys coffee cars are publicly priced at US $4999 worldwide, and there will be part of the income from car selling. secondly, the brand royalty is more than US $100. at present, the money sold for coffee belongs entirely to the "car owner". With the launch of app, in addition to charging app royalties, they also plan to take a 5-point commission on each cup of coffee sold.

As an operator, if you can guarantee that you can sell 40 cups of coffee a day, it will be no problem to break even on that day. If you can sell 100 cups, it is expected to recover the cost of selling the car within six months, but it must be unprofitable at the beginning.

"concrete Analysis of specific problems" in China

Drinking coffee is not necessary for many Chinese people. Let me show you a set of comparative figures: the average Chinese people have one cup of coffee a year, while the Swedish people have four cups a day. Despite the huge gap in per capita volume, China's coffee market is growing very fast, surpassing any other place in the world, with an annual growth rate of nearly 20%.

Because of users' habits and different national conditions, the development strategy of Wheelys in the Chinese market is obviously different from that of other countries.

First of all, the price is higher than that of Starbucks abroad and lower than that of Starbucks at home. According to the average market price, Starbucks actually belongs to the middle price in many countries, but it is very expensive in China. The overseas pricing method of Wheelys is very simple, according to the medium cup price of Starbucks in the country, which is 5-10% more, because they use very good coffee beans, and drinking coffee overseas is high frequency and low price; in China, it will be very difficult to attract consumers if the price is higher than Starbucks, but people will also have a psychological consciousness that price is linked to quality, so it can not be too much lower than it, probably a few yuan cheaper.

Second, coffee cars are only rented but not sold. Wheelys believes that renting in China is much better than selling, based on these two considerations:

The way of leasing, the investment is low from the beginning, lower the threshold.

Wheelys can have more control over the coffee cart, and they say the biggest worry is "I'll sell you the car and you push it out to sell pancakes."

Third, provide all the raw materials and raw materials for making coffee. Wheelys will share 50% of the cost with users, each 50% to buy materials, there will be no problem of serial goods, replacement, to ensure the quality of coffee.

So the question is, the biggest doubt is, since this approach is so good, why not unify the strategy globally? In addition, the worry that someone will use a bicycle bought for $4999 to sell pancakes is superfluous, after all, how many pancakes have to be sold to recoup the cost.

At present, Wheelys has entered the Chinese market for only two months and has only five coffee cars in Shanghai. At present, it is in cooperation with cinema chains and cake shops, and there are no individual coffee car owners.

Go through the chengguan first?

The business format similar to the sale of coffee cars has been in existence for a long time, but there is no explicit provision in policy, and there is no place to apply for a license. It is also common for roadside stalls to be driven by urban management staff, and coffee trucks will not be spared because they look beautiful.

In order to avoid direct "conflict" with chengguan, in Shanghai, Wheelys does not choose streets at random, but seeks cooperation: selling in private areas, such as shopping malls, offices, parks, or paying rent, or taking a share of the coffee sold, or directly selling the coffee car to the owner to operate, 75% and 80% of the revenue to the operator. Cooperation with the government, such as Shanghai Jinqiao Free Trade Zone, has designated an area for them, which can be sold without affecting traffic and city appearance.

In fact, this problem exists not only in China, but all over the world, so Wheelys is also talking about cooperation with other countries to get a "pass."

But imprison the coffee cart in a small area? It doesn't sound so free, you can't go wherever you want, or chase people down the street, such as the subway entrance, and its most innovative mobility is limited. # it's less fun to think that you can't enjoy running in the sunset

And there are so many Wheelys in the world, it's impossible to keep every one of them, is it? Is it also necessary to install a locator and impose a fine if it deviates from the original area?

But when it comes to the coffee car itself, apart from being a bit embarrassed by the wind and rain, such a low operating cost is still very attractive. Which girl doesn't want to have a coffee shop of her own? even if she doesn't make money, she bleeds but sits beautifully in the position of the boss's wife? If the publicity is good enough, will there be a large number of girls who want to spend 4999 dollars in exchange for a dream of opening a coffee shop?

Original text link https://www.huxiu.com/article/155982.html