Put Scandinavia into 350 coffee shops and 50 trendy brands allow consumers to shop while drinking coffee.

Li Xuesong, founder of ◆ FIKAFIKA, is the rotating chairman of China Nordic Salon this year.

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

Wen | Chu Linbing, a pencil reporter

"Northern Europe is so far away that it is only liked in the circle of friends. Northern Europe is also very close, so close to this coffee shop around the corner."

Li Xuesong wrote a poem the year before last. The protagonist of the poem is FIKAFIKA, a 40-year-old coffee shop he ran at that time.

But FIKAFIKA is not only a coffee shop, but a comprehensive space with a Nordic theme that combines a living cafe, a brand collection store and a cultural experience station.

This novel form has attracted the attention of Longhu Commercial Real Estate, and the two sides jointly established FIKAFIKA Yantai Store (pilot project) and Beijing Changying Store last year.

At present, FIKAFIKA has signed contracts with 50 Nordic brands, including Design Letters, muuto, iittala, Kosta boda, Orrefors and so on. In regular stores, the proportion of passengers for goods, coffee and meals is 2:5:3, but the proportion of revenue is 5:2:3, with an average unit price of 200,300 yuan.

In addition, FIKAFIKA products are also sold on e-commerce platforms, with online revenue of about 500000 yuan last month.

Note: Li Xuesong 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.

"Let's Fika together."

At the end of 2014, a Nordic-style coffee shop named FIKAFIKA appeared in Wangjing SOHO, which is 40 years old with simple and clear decoration. Coffee and dim sum are also made of Nordic raw materials and production methods. A year later, without promotion, FIKAFIKA won the second place in the 2015 Dianping Beijing Merchant of the year, and was the only coffee shop in the top 10.

Li Xuesong planned and opened this coffee shop for his wife. After living in Sweden for three years, the word "Fika" came to mind when he thought of opening a coffee shop. "Fika represents an informal social gathering, and many key innovations and important decisions come from Fika moments."

Sweden consumes 5 cups of coffee per person per day and ranks among the top in the global innovation index. According to Li Xuesong, Fika is a hotbed of brainstorming for people there and is suitable for introduction at a time when the domestic entrepreneurial wave is rising.

Coffee shop opened, exposure to this part of the Nordic space, he had a new thinking: northern Europe is the most typical middle-class society in the world, all consumer goods are designed and produced to meet the needs of the middle class. China is giving birth to the largest middle class in human history. There are a large number of niche brands in northern Europe, focusing on design, experience and emotional connection, and the per capita spending on living in northern Europe accounts for more than 25% of per capita income, just to meet the current demand for "better living" consumption.

As a result, FIKAFIKA introduced two hot items: the Swedish Arctic Fox backpack (Fj ä llr ä ven K å nken) and the DW watch (Daniel Wellington). At first, revenue from coffee and meals was relatively high, and three months later, revenue from commodities had soared to 95%. In 2015, the highest daily revenue of the coffee shop was 60,000 yuan.

Li Xuesong's business results surprised Li Xuesong, catching up with the "seven-year itch" of working in an enterprise, and he decided to join the entrepreneurial upsurge in China. He left Ericsson in mid-2015 and devoted himself to the operation of FIKAFIKA.

Unexpectedly, the head of Longhu Commercial Real Estate knocked on Li Xuesong's door. In Longhu's view, FIKAFIKA sells coffee and goods in the same space through the theme of Nordic culture, which is actually a new form of space use, called "blending space".

Member of ◆ FIKAFIKA's regular store

Stationed at long couplet Street, Longhu

At the invitation of Longhu, Li Xuesong came to Yantai to build a pilot project in a villa developed by Longhu. The other side provided a venue of 650 kilos, but Li Xuesong thought it was not necessary and finally made use of 250 kilos.

Last May, FIKAFIKA opened its second store in Yantai. Li Xuesong invited the Swedish diplomatic Counsellor to China to attend the opening ceremony. "this place is the Stockholm of China," the counselor said of the seaside villa where FIKAFIKA is located.

Longhu Fang quickly came up with another idea: to introduce FIKAFIKA into long couplet Sky Street in Longhu, Beijing. In July last year, the two sides finalized cooperation, and the store was located in the northwest corner of the B1 floor of the mall, including 200 square feet in the mall and 150 square meters in the balcony. There is plenty of sunshine here, and the passenger flow is better than that of Wangjing SOHO. Li Xuesong moved Wangjing store here. Last November, FIKAFIKA opened its regular store.

According to Li Xuesong, ◆, the tone of Nordic style is usually "unsaturated color", so that people won't get tired of watching it for a long time.

On an ordinary Saturday, in the dining area of the terrace, the sun slanted through the glass on the roof on the wooden floor, giving off a warm fragrance. A man in his 30s reclined on a gray sofa and fell asleep. Other customers are either working, chatting, or browsing their cell phones.

At the other end of the door is the main hall of the storefront, the bar occupies about 1/5 of the space, and the rest is used for the display and sale of goods. Household goods are the main commodities.

However, the store does not display all brands at the same time, but selects products that match a specific theme at different times, such as gray pink in winter and grayish blue in summer.

This is the case with the goods, and so is the display of the store. Sofas, tables and chairs, lamps, coffee cups. Almost all of the products used in the store are Nordic brands. Li Xuesong revealed that the cost of all appliances in the store is about 800000 yuan.

Coffee and meals are all Nordic. For example, coffee beans are made from the same product as NOMA Coffee and roasted by coffee guru Tim; salmon in the Nordic Erji (open sandwich) is imported from Norway.

◆ FIKAFIKA's coffee and meals are Nordic.

Sign up for 50 brands

Coffee and merchandise are in the same room and should be integrated just right, but do not disturb each other. In Li Xuesong's view, this is the embodiment of the "golden mean" culture of both Sweden and China.

In the owner's hall of the ◆, the coffee bar coexists with the merchandise.

From the perspective of consumption, goods are mainly faced with three high-end people with high grade, high education and high consumption. On the other hand, ordinary consumers are relatively insensitive to goods, but may come in for a stroll out of curiosity or interest in coffee and meals, and first recommend, "use coffee to cultivate the consumption habit of Nordic goods."

In regular stores, the proportion of passengers for goods, coffee and meals is 2:5:3, but the proportion of revenue is 5:3:2, with an average unit price of 200,300 yuan. It is reported that the monthly revenue of the store is between Starbucks and Costa, which are also in long couplet Street, but the exact amount is not convenient to disclose.

At present, FIKAFIKA has signed contracts with 50 Nordic brands, including Design Letters, muuto, iittala, Kosta Boda, Orrefors and so on. At present, household goods account for half, fashion goods account for 1/3, and other categories account for 1/6.

The ways of cooperation between FIKAKIFA and brands include hierarchical agency, brand cooperation and deep cooperation. Li Xuesong hopes to tap potential from Nordic brands and become an early participant in the creation of popular styles.

In addition, FIKAFIKA has also opened a self-operated e-commerce platform, which has also settled in Little Red Book and NetEase koala; Tmall's flagship store is about to open. All brand goods can be purchased on the e-commerce platform. Last month, online revenue was about 500000 yuan.

◆ FIKAFIKA will co-host a cultural salon FIKA TALK with the Swedish Embassy from time to time.

"We are currently in version 1.0, promoting the FIKAFIKA brand through commodity brands. The future version 2.0 will launch its own-brand products, focusing on 'better living' to make household products that combine Nordic design with made in China. "

Li Xuesong plans to first open stores in different cities to expand the influence of the brand. He introduced that the four core members of the team basically come from operating background and have global standardized service experience, using previous experience to cut the replication process of the store into modules. To open a new store, you only need to build a module according to the "map" for a period of 1-2 months.

Recently, the team is visiting Shanghai, Chengdu, Hangzhou and other cities; in Beijing, the team also received cooperation olive branches from commercial real estate operators such as Yidi Port, WTO Tiantian, Cade Mall, Yutang and Ikea.

In view of the lack of catering and retail experience among the core members of the team, Li Xuesong said he would focus on making up for it. Now, the project has started angel round financing.

/ The End/