Book introduction report-"the opening Story of the Little Coffee Shop"

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Caf é Story 16-the middle-aged marketing expert he Binglin created the miracle of CAMA.

"making coffee is a pleasure. I enjoy in it. "

Often drink cama coffee, see the owner of cama for the first time, in the afternoon of typhoon holiday on Wednesday. No one goes to work in the entire cama headquarters office, and he Binglin, the 50-year-old chairman, makes coffee himself. This is also a coffee room where nearly 70 franchisees can come to participate in training.

The first coffee shop in ○○ in 2004 is on the first floor of Chunghwa Telecom Building on Aiguo East Road, and the second cama in five years is next to National Taipei Education University on Heping East Road.

When my parents were young, they opened a bakery and a seafood shop on Chongqing North Road. He Binglin knew very well that he Binglin, who graduated from Culture University, wanted to be a professional manager and did not want to be a year-round shop owner.

After some small advertising companies, Guohua Advertising, and finally the director of the advertising customer base of Lianxu of Japan for six years, and the director of the customer base of the American businessman Leo Burnett for one year, he Binglin has a total of more than 20 years of experience in the advertising industry.

Before turning to the runway and starting cama at the age of 40, he had set up a department store to sell perilla vinegar and plum vinegar for four years, as well as a compound coffee shop.

With such a four-year entrepreneurial attempt, it has laid a good foundation for he Binglin's exhibition store chain.

Open a store like his parents, but he Binglin wisely chose to avoid opening a store from morning to night, using him to develop the basic marketing skills to build his cama chain coffee kingdom step by step.

Before the opening of the first store, he hired a former partner of the advertising company to act as the visual director of cama to execute the visual creativity of planning cama, and sort out a series of visually integrated corporate identity designs, such as small bean man, bikes, cup covers, packaging, store furnishings, and so on.

The three important visual presentations in the store are the bow-tied small bean man cama baby ──, which represents the affinity and professional coffee expert, the roaster represents the professional, fresh and boutique, and the bicycle represents delivery and take-out as the main axis.

He Binglin adopted the product strategy of good value for money, allowing customers to drink coffee baked and ground on the spot at a price of about 60 yuan.

Nearly 70 chain coffee shops copy cama's c carefully hand-selected a top technology m fresh baking an at any time. Our whole core is cama. In our shop, what we often do is pick up beans and pick out defective beans. He Binglin cited cama's two own brands, ── Chocolate Prince and Fruit Tree Goddess, the former has chocolate flavor, the latter has fruit tree flavor, 100% is natural without spices, is the original aroma of coffee beans, these beans are all baked in the store, it is necessary to understand the standards required by headquarters in order to make the roasting required by headquarters. He Binglin says that there are always six cup testers at cama headquarters, including him and his wife, to test the coffee flavor made by various chain stores and keep a strict check.

Over the past two years, he Binglin has been replicating his successful store opening model at the rate of a limited increase of 20 franchise stores a year. At present, there are already 50 stores in the north, six in Kaohsiung, four in Taichung, and seven in Taichung. In the future, the focus will be on the central and southern part of the country. "he Binglin said.

Many big bosses go to his shop for coffee, and many stores have signed cups of celebrities on display. A foreign general manager went to cama for coffee every day during his stay in Taiwan. when he left Taipei to move to Shanghai, he told he Binglin that what he misses Taiwan most is cama coffee, and he hopes that cama can go to Shanghai one day.

It's just that in the course of growing up, some unexpected things have happened, which are testing he Binglin's crisis management and safety management.

He Binglin was asked to try to describe his experience as a cama in one sentence. He said, "making coffee is a pleasure. I enjoy in it, like the fun of marketing planning, like tutoring to open a shop now." "

As he said, during the typhoon, he Binglin took out two mixed mangoes of earth mango and Ai Wen and said that this was a gift from the franchisee of Kaohsiung.

It's hard to watch his parents open a shop day and night. He Binglin has been hoping to be a professional manager for more than 20 years, only to find that the road of professional managers will come to an end. But the blood of his parents to open a shop and do business is still flowing on him.

Different from his parents' path, he added his past experience and contacts as a professional manager to start cama, a chain of affordable coffee brands, wearing T-shirts and casual shoes every day. What he Binglin needs to do is not to open a shop from morning to night, but to teach people how to open a shop effectively and make a profit.

This article is reproduced from the online bookstore of World Magazine.