Yin Feng, Wings of Coffee: sacrifice immediate interests in order to run better.

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"In the 17 years since we started our business, our financial report is the first time such a negative number has appeared. Shareholders and employees understand that we sacrifice short-term benefits for better future performance."

In the face of the 2016 financial loss, Yin Feng, the president of Coffee Wing and known as the "Immortal Sister", had foreseen it. In an exclusive interview with reporters, she said that Coffee Wing made some preparations for the preparation and construction of new business lines in 2016, so the losses were expected, the board of directors also communicated on this matter, and shareholders understood. The board of directors of Coffee Wing has always been famous for its starlight, including famous host He Jiong, CEO Yao Jinbo of 58 Tongcheng, Chen Ou, Chairman of Jumei Youpin, Li Zhujie, founder of Zhenshun Fund, etc. Yin Feng told reporters, In the annual report after the release, Directors have sent information to express understanding and support,"Don't care about the outside doubt, Deep in business, The foundation laid, We value is the future."

So what is the future?

Main business changed from two to four

Listing and becoming a public company, in Yin Feng's view, is the first step to realize her coffee dream. Therefore, although she knows that she will sacrifice some short-term interests and encounter some frustrations, she still insists on listing.

"Seventeen years later, we still want to create a coffee brand in China's coffee industry that everyone likes and is suitable for socializing in cities with Chinese characteristics."

Yin Feng was also thinking about how to make the company more vital and make the development of the enterprise more imaginative before the coffee wing went public. Her research objects range from international catering giants Starbucks, McDonald's and KFC to listed companies such as 58 Tongcheng, Jumei Premium Products, Tongling Jewelry and Yongqing Environmental Protection. She said: "They're constantly thinking about their business model. For example, after the listing of 58 in the same city, the new businesses that continue to grow after listing, such as melon seeds, transfer, home, recruitment, etc., continue to expand outward on the basis of their original old businesses. Therefore, the strategic layout and business foundation are established, and the development of the enterprise can be accumulated."

Coffee Wing since 2016 financial report shows that the company has only two main business lines: one is offline direct store income, the second is franchise authorization income, and these two lines are partial to traditional cash flow business, growth space is stable but limited. "Only by making strategic layout in advance can the company break through the original stable and reasonable growth." After a long discussion, we decided to lay out two more business lines."

Yin Feng plans the new two wings of the company's profits, the first is the supply chain business, and the second is the city smart coffee machine.

Supply chain business is a very professional field, R & D products factory recovery, quality stability, factory inspection control, logistics system assurance, national warehousing layout... these all need professional team construction and implementation. From 2016 to the first half of 2017, Yin Feng and her team have been continuously optimizing the team and business. Yin Feng said that these will become very important follow-up productivity of Coffee Wing and will grow into new sales growth and profit growth points.

City smart coffee machine is Yin Feng years ago in the brewing project. She wants to take the smart coffee machine as the starting point for the retail terminal business, turning the coffee machine into an unattended, lighter urban coffee shop. After the completion of the national layout of coffee machines, not only can the machines sell freshly ground coffee, frozen fruit drinks, milk cocoa, etc., but what is more worth looking forward to is that with the coffee machine's 1.2 square meters of points, more related retail businesses will continue to be extended, and it will also be an important entry point for C-end traffic. "The coffee machine is actually the retail terminal business line we have laid out, matching the overall online strategy in the future."

At the beginning of 2016, Coffee Wing and the outsourcing professional technical team independently developed a conceptual intelligent coffee machine. In addition to the professional functions of the coffee machine, it also has a pan-entertainment game function. The appearance design is very cool. It is also applying for an application patent. The idea is to make apples in the coffee machine. However, because the stability of the intelligent concept machine Yin Feng believes that it has not yet reached the requirements of Guangpu commercial application, so it has been postponed. At present, it is a customized German technical coffee machine, 70% of which are imported from Europe and America, with higher stability and stronger marketability.

"One horizontal and one vertical" layout market

In Yin Feng's plan, the coffee wing officially began to wave its new wings in 2017, so she showed great confidence in the future.

"We have to continue working hard to make the market value reach 2 billion first, and then move towards a market value of 10 billion."

Yin Feng's ambition is also based on his long-term adherence to and optimism about the Chinese coffee market.

According to the International Coffee Organization in London, the average American drinks 400 cups of coffee a year, compared with 200 in neighboring Japan and 140 in South Korea. But the average Chinese now consumes only four cups of coffee a year, and in big cities such as Beijing, Shanghai and Guangzhou, the average is only 20 cups a year.

But on the other hand, compared with the global average growth rate of 2%, China's coffee consumption is growing at an alarming rate of 15% per year. From a development perspective, by 2020, if Chinese people drink a cup of coffee per day, the coffee bean market alone will reach 50 billion US dollars per year, and the whole industry chain will generate hundreds of billions of US dollars. China is expected to become the most potential coffee consumer in the world, and there is huge room for development of China's coffee industry in the future.

Yin Feng believes that with the post-90s and post-95 generation entering the society, the development of China's coffee market will be faster and faster. The post-85s, post-90s and post-00s are the generations growing up in the Internet era. The flat internationalization of information, their consumption habits are also different from those of the post-60s and post-70s, and there is no strong regionalism. The rise of this group will give young coffee culture a great opportunity for development.

"All these data show that the tuyere in this field has arrived, and we will seriously cultivate this market."

If the Wings of Coffee were still a little conservative in the past, then now it was finally time for the transformation of the tuyere. It was time to dress up.

Coffee Wing put forward the development strategy of "one horizontal and one vertical" this year_

"Vertical" is to open up the coffee product chain, divided into three layers layout, the first layer is offline coffee chain stores, the second layer is lighter urban intelligent coffee machine mobile retail terminal, the third layer is the future into supermarket channels and e-commerce channels coffee retail products.

"Horizontal" refers to Coffee Wings 'brand management output. In the 17 years of operation, Coffee Wing has developed a perfect brand management system, with eight operating systems in line with international chain standards, five management manuals, and a mature, professional and highly professional operation management team. Especially the big data-driven intelligent management SaaS system that makes Yin Feng very proud has realized the remote information management of stores nationwide. These mature management experiences will not only be provided to franchise partners in the future, but also exported to other lightly operated coffee light meal brands in the market, incubating more fashionable coffee light meal brands.

A tiger sniffs at roses

"I want to be a great, heritable brand, spreading an international, fashionable and accessible life concept. It is a culture and a way of life that can be passed down for decades or centuries."

In the face of grand business dreams, Yin Feng has always insisted on a steady manner. She "has a sense of crisis every day," every decision is "like walking on thin ice."

Whether it is research and analysis of supply chain infrastructure or the persistent pursuit of the stability of smart coffee machines, every step of her market decision gives people a sense of confidence. There is almost no "I feel" in the interview, only rational judgments such as "research","fine research" and "data". But when it comes to the future, she shows a persistence and idealism.

In Yin Feng's heart, he was far from successful.

She sees herself as a dreamer who works hard and sticks to her dreams. When it comes to entrepreneurship, she is very humble, thinking that perhaps she is better than others is "silly" persistence. She has a special liking for the coffee industry, has been sticking to the arrival and outbreak of the Chinese market, never intended to give up, along the way no matter any difficulties and dangers, are to meet mountains to open the way, meet water bridge, resolutely cross. Because it had persisted in this field for so long and accumulated so many years, it was impossible for Coffee Wing's brand not to accumulate in the future.

She had a clear understanding of Coffee Wings 'advantages.

"We understand Chinese users better than international brands and respond faster to the market."

International brand cafes mainly focus on first-tier cities such as Beijing, Guangzhou and Shenzhen. Yin Feng believes that these first-tier cities have international business commonality, high acceptance of foreign culture, and the time of a cup of coffee can meet most of the business social needs.

The wing of coffee started in Changsha, Hunan Province, and the stores were mostly distributed in the second and third tier cities in China. This is because in the long-term observation and research, Yin Feng found that the residents of the second and third tier cities had more time to socialize and enjoy, and thus brought coffee value-added items: coffee catering. Yin Feng believes that every city needs to have an urban social center, that is, a third space outside work and home. The coffee wing model undoubtedly caters to this demand.

In addition, she also has operation modes suitable for first-tier cities, such as coffee wing high-energy series, small wing series and intelligent coffee machine free wing series, which will be laid more in first-tier cities. She smiled and said that this development path is a "rural city surrounded by cities" with Chinese characteristics.

In many interviews, Yin Feng mentioned Starbucks. Starbucks is a great company in her heart, an example to her, and her pursuit. Coffee professionals love to say Starbucks isn't the best coffee, but Starbucks spreads and promotes young coffee culture and an urban white-collar lifestyle around the world, she said. She inspires herself with Starbucks as her goal."Maybe one day, there will be a great company like Starbucks in China's coffee industry, which can compete amicably with it to push the market, create a third space outside the Chinese people's real favorite home and office, and make urban life better. This is not ambition but pursuit!" She smiled.