Brand without value; how to make the cup of coffee in the guest's hand

"Brand without value" is Winnie's understanding of the current so-called coffee chain tycoons such as Starbucks Island.

Crazy expansion of the enclosure, blindly emphasizing the store configuration decoration area has become the main symbol of the store.

People in the coffee circle never drink coffee from the island and Starbucks. Winnie Town is talking about the consensus in the circle.

Even Howard Schultz, the president of Starbucks, pointed out in an internal memo that the near-frenzied expansion of the past decade has led to the dilution of the "Starbucks experience" and "brand commercialization". Its direct manifestation is that Starbucks advocates "global chain standardization, no longer showing the love of coffee".

On the face of it, the crazy store opening of big brands seems to show its vitality, but in the town of Winnie, when you put all your energy into non-fundamental points (as the saying goes, forget your roots), the more lively you are, the faster you die.

"Chinese consumers don't understand coffee." this is a fluke mentality of most coffee shop operators, but the town of Winnie tells you that what you don't understand today will not understand tomorrow, and you will understand this meaning when customers abandon you. But at that time, you probably had to go to someone else's coffee shop if you wanted to drink coffee.