He raised 10 million hardcover cafes into six films and TV series shooting scene selection year 10 million.

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Lin Yang, founder of ◆ CUP ONE, is on the first floor of the cafe.

Wen | Shi Wei, a reporter from Pencil Road

Introduction to ►

In the round sinking theatre, the stars sparkled outside the big floor-to-ceiling window. Xiong Dun (played by Bai Lily), who is suffering from cancer, holds a balloon and spends his last birthday in the laughter of three friends.

This is "piss off! The scene in "Mr. tumor". It was filmed on the second floor of CUP ONE Cafe. In addition, there are "Let's get married", "28-year-old minors" and other movies and TV dramas filmed here.

◆ "get out of here! The scene of "Mr. tumor" was filmed on the second floor of CUP ONE.

The favor of these films and variety shows precisely confirmed the original intention of Lin Yang to create CUP ONE-coffee chain brand, but pay more attention to the attribute of public space.

Up to now, the annual revenue of CUP ONE is 10 million yuan, and the average monthly passenger flow of the two stores is 18000.

Note: Lin Yang promises that the data in the article is correct and is responsible for its authenticity. The pencil track has backed up the recording shorthand to endorse the objectivity of the content.

Be a public space

Lin Yang has always had an inextricable bond with art: a man with a drawing board on his back studied in Beijing for three years, taught himself photography and learned to make films with Zhou Chuanji (a veteran Chinese filmmaker). In his junior year, he was admitted to the London University of the Arts and went to the UK to study for a master's degree in entrepreneurial industry management.

After returning to China, the warm-blooded Lin Yang devoted himself to the people's livelihood of Modern gallery, "fantasizing that he could devote himself to learning." But the reality poured cold water on him mercilessly. Three months later, he resigned from gallery and changed his signature to "academic without bread is bullshit".

Staying at home, Lin Yang was both anxious and distressed. He recalled that when he was in London, he used to wander in public spaces such as gallery and could not leave for a long time, but Beijing was a huge city with an extreme lack of public space. "there are gymnasiums in Beijing, but most of them are night shows. Beijing has gallery, but it can't stay long, and consumers often watch or experience works on a whim."

◆, this is the first floor bar of CUP ONE. Logo is designed by Guang Yu, the top designer in China.

When he was full of thoughts, an idea popped into his mind: to build a self-financing public space.

Just at this time, a female classmate, La Linyang, partnered with another friend to open a coffee shop. At first he was not interested, but with the increase of exposure to cafes, he gradually had expectations for cafes.

A cafe is a public space. "people often go to cafes not just to eat and drink, but to find a public place to socialize." In many countries with strong coffee culture in Europe and the United States, cafes are also the birthplace of cultural thoughts. In addition, the coffee shop itself is not only a commercial space that can be self-financing, but also can be used as a carrier of community-based commercial complex.

Starbucks and other coffee chain brands pay attention to the performance such as overturning rate and do not pay attention to the creation of public space due to the limitation of unified area and style.

So Lin Yang cheered up and began to study cafes. Research, investigation, study, preparation... .. After replenishing one item of knowledge, he traveled all over the east of Beijing to select a site.

After a lot of trouble, he stood in Hesheng Kirin Xintiandi (now the core area of Wangjing) and looked at his favorite coffee address: the second-floor sunny room facing the intersection, with huge floor-to-ceiling glass and a 300-square-meter terrace.

However, the whole coffee shop covers an area of more than 600square meters and the investment budget is as high as 5 million yuan, which far exceeds Lin Yang's expectations (1.5 million yuan, 200square meters) and beyond the psychological bearing scope of shareholders. As a result, two shareholders chose to quit, leaving him alone.

Lin Yang held the lease contract and thought about it all night. "there is nothing that cannot be done. Are you afraid that there is no money in such a good place?"

The second floor of ◆ is a sunken amphitheater.

The next day he signed the contract and paid a deposit of nearly 400000. This is the largest sum of money that Lin Yang has ever spent in his life-to create the CUP ONE chain coffee brand.

Choose high-end design

At the beginning of the project, Lin Yang was questioned. "when you open a coffee shop in Wangjing, how can you compete with the best Korean coffee chain around you?" At that time, he didn't know what to say, but he thought he was not a literary youth with a cafe dream, but a pragmatic businessman.

Continuing the idea of being a public space, Lin Yang puts space design in the first place. Therefore, in order to allow consumers to stay for a long time, he believes that the coffee shop must be decorated with high quality, and interior design should be closely related to art.

The first floor and the second floor of the ◆ are connected by a rotating staircase, which is composed of more than 30 fan-shaped steel plates of the same area and is fixed by extremely strong load-bearing cables. The design is loved by urban petty bourgeoisie.

Based on this, Lin Yang found Guang Yu, China's top designer, and invited the latter to design a modern Logo. After several twists and turns, he invited Manuel Navarro, a Spanish architect, to handle the interior design, with Hong Kong SOK in charge of the construction.

When the cafe opened, it was also Lin Yang's birthday in his thirties. He pushed open the glass door and the rectangular glass bar of CUP ONE came into view like a huge smooth ice cube. At the same time, the working sound of the bean grinder is clear and loud.

Go straight ahead, and at the end of the road is an all-steel spiral staircase. After going upstairs, he watched as the entire consumer function area on the second floor was designed to look like a round sinking theater. Whether it is the first floor or the second floor, the indoor height is up to 6 meters, coupled with the floor-to-ceiling windows of the whole wall, it makes people feel that the cafe has the flavor of a library. "this is the most intuitive scenario that CUP ONE provides to consumers."

Shortly after its opening, CUP ONE Coffee received more than 100 reports from dozens of media, including Ruili, weekend Illustrated, Southern Metropolis Weekly, Bund Illustrated and so on. More than a dozen films, such as "get out of tumor", "Let's get married", "underage 28", "next stop Marriage", "Let's fall in Love" and so on, are also filmed here.

◆ has made a lot of movies at CUP ONE Cafe.

At the same time, the coffee shop also held meetings and conferences from more than a dozen enterprises, such as Baidu, JD.com, Letv, Alibaba, Shiseido and so on. With the media exposure and film shooting, CUP ONE also ushered in the patronage of customers: 10, 000 people per month, with a unit price of nearly 100 yuan.

In order to increase the unit price of customers, Lin Yang increases the unit price of consumers by expanding the product mix. In addition to coffee and refreshments that are common in general cafe products, CUP ONE also offers light meals, tea, cocktails and other products. If consumers consume dinner, their per capita consumption will exceed 100 yuan.

Up to now, Lin Yang has invested more than 6 million yuan, raised more than 4 million yuan (invested by natural investors), and opened two coffee shops one after another (one of which opened recently).

Last year, the annual flow of CUP ONE was 10 million yuan. Now, Lin Yang intends to prepare for the next round of financing.

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