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On March 24, 2017, Coffee Wing was officially listed on the new third board.

What attracts more attention is the list of Coffee Wing shareholders. Yin Feng, the "fairy sister", he Jiong, the entertainment mogul, Jumei founder Chen ou, 58.com chairman Yao Jinbo and others appeared on the top 10 shareholders list of the company.

The wing of coffee has become a model of cross-border catering.

In Yin Feng's view, Coffee Wing relies on four key words: "IP" and "cross-border" are the influence in the face of market segments, and "data" and "capital" are the driving forces of sustainable operation and sustainable development.

Now the whole catering white-hot competition, how should catering enterprises break through?

Yin Feng, founder of Coffee Wing, shared the topic "data and IP-driven Capital Road for Cross-border Catering" on "2017 China Food Investment and Innovation Story" hosted by Catering O2O.

Yin Feng's wonderful views:

1. The new era of consumption has come. From Meituan's data, we can see that the post-80s and post-90s generation account for 70 to 80 percent of the overall market spending power.

2. Many catering industries dare to go to the capital market and become public companies because of the opportunities for refinement, standardization and legalization of the catering industry in the Chinese market.

3. A set of internal function management system of catering management has been developed with 17 years of painstaking efforts, and now this system can be completely automated in ERP, SCM, COPM and OPM.

4. Use the personification of the product and the change of the product week to give each newly launched product a new identity, and turn the conventional expression of the product into the personification of the game.

5. Be sure to play with users. Because have users will have the market, will have the future and development trend of the brand.

The following is an excerpt from Yin Feng's speech:

one

The era of Catering 3.0 is coming.

The time is ripe for catering enterprises to go on the market.

All the market data in 2017 are predicting that China's catering industry will exceed 4 trillion yuan.

The capital market is also optimistic about the catering market. So many emerging restaurants received investment last year, which shows a positive benefit.

Commercial development must be half a step or even one or two steps faster in developed countries than in developing countries. In the commercial infrastructure of the United States and Japan, their past may be China's present, and China's future is their present.

1. 3.0 Internet brand marketing era is coming.

When the catering industry develops to the 3.0 era, how to replicate and grow steadily requires our joint efforts in the supply chain and marketing to establish our own real brand and capture the psychology of users. Because the brand is the final choice of credibility.

The new era of consumption has now come. From Meituan's data, we can see that the post-80s and post-90s generation account for 70 to 80 percent of the overall market spending power.

The characteristics of this generation of consumers are children born with sense of security, no survival crisis, very self-confidence, quick decision-making, follow the feeling, what I like, I am willing, will not be kidnapped by price or other factors, very loyal to myself.

2. The time is ripe for listing.

This is the track of the development of the international catering industry, from the single store profit model to the chain profit model and then to the support of the supply chain, and finally to the capital docking, until finally becoming an international big brand.

Many catering industries dare to go to the capital market and become public companies because of the opportunities for refinement, standardization and legalization of the catering industry in the Chinese market.

We also have the opportunity to establish many great inheritable brands in China, such as McDonald's, KFC and Starbucks.

two

There are two ways to play catering.

Resource integration type and strategic layout type

Now the catering industry is divided into two kinds of play, the first one is called resource integration.

May not develop and produce their own products, only do product porters, integrate relevant resources, you can use the brand to occupy.

In this way, we first understand what customers there are in the market and what their needs are. Customers will determine our direction, and the size of the market determines the size of the brand.

The resources around us determine the territory of the future brand, and whether the brand becomes a sustainable brand depends on the longevity of the brand.

The second type of play is called strategic layout.

Or take the product as the starting point, constantly refresh the NPS value, the NPS value is about the user's advance and retreat value, if the product experience is good, it will continue to spread, new customers become old customers, old customers bring new customers.

We have a very core super product, which will determine our core users, constantly refresh the user experience on this basis, and the traffic is growing.

When the traffic continues to grow, it promotes our continuous layout and decides to have a larger territory. When many people compete in the same industry, users will definitely choose brands with credibility and influence, so we have the ability to continue driving.

three

The play of Coffee Wings

"IP, Cross-border, data, Capital"

Where the future direction of the brand is going, as Yao Jinbo often said, the current entrepreneurship and management, there is no lack of teams and products, or even lack of funds, the lack of direction.

If you go in the wrong direction, it will be useless to push again. But in the right direction, finding the most effective methodology and the best resource integration platform will break out quickly.

A lot of thinking and traditional industries of the Internet are worth learning from. Driven by this, what kind of way Coffee Wings chose, I would like to share with you our way of playing.

1. IP play: who are we?

IP refers to the wealth of knowledge, for example, the fairy sister is an IP, Xu Xiaoping is an IP, he Jiong, Yao Jinbo and du Haitao are an IP, and finally Coffee Wing becomes an IP.

At that time, I thought that the United States would certainly become China at that time. With the development of civilization, China would also need a social society. There were two modes of foreign cafes at that time. One was a small coffee shop like Starbucks with a relatively simple structure, and the other was a substitute cafe.

Once this model was established, it has been maintained until now. What we focus on is the ability of brand culture to link customers, and the product is only the physiological function that customers can solve in the coffee shop, what we have been doing is brand output.

Investors position us as the number one brand of entertainment coffee in China.

Starting from the lifestyle of coffee, we will create China's own coffee brand with cultural creativity, pan-entertainment, consumer upgrading and chain replication.

China's catering market is 3.5 trillion, while the coffee market is only 70 billion.

Among them, 20 billion are boutique coffee in cafes like ours, 50 billion are instant coffee market, and there are no very NO.1 brands in China's 70 billion market, except for foreign Starbucks.

Personally, I have always felt that it is not so easy for Americans to understand the real needs of the Chinese people, and we know that only by understanding users can we build a sustainable brand.

At that time, we were determined to become the real third space for the Chinese people. Start with a social category like coffee.

2. Cross-border play: coffee light meal + star

The advantages of the industry, the growth of demand, the rise of users, and the direction of capital wind have a lot to do with the changes in the core consumer group that I am talking about. With the rise of 80s and 90s, their way of life has been internationalized.

If there are post-90s or post-00s in our family, these children are completely different from us in choosing consumption scenes. They prefer to choose where they are and who they are with, rather than what they eat.

If in the state of what to eat, they choose to be good-looking, fun, interesting and unique, but not really delicious. This is all because the target population is changing.

These young consumers are changing, so the coffee market is rising very fast, growing at a rate of 20% a year.

We have two characteristics. First, star customization.

For example, teacher he, Haitao, Jinbo, Chen ou, Xu Xiaoping, my partner has a characteristic, especially love life, have a childlike innocence.

People who love life in this way will certainly love their careers and will be ecstatic about every change in the user experience.

Every star is particularly sensitive to the field of fashion, when they convey their sensitivity and perception of life, we will push it to all the stores as quickly as possible, so the star becomes our core influential user.

2. Users become stars

Many customers choose Coffee Wing, sometimes not because they like star IP, but because they want to have the same quality of life as these IP.

So they will choose to come to Coffee Wing. So the slogan of Coffee Wing is "We are together", stars and users are of the same quality and frequency, there is no idol in their hearts, they are the boss, we are ourselves.

3. Take advantage of marketing: trend, Internet, stars

On IP Road, we also do a lot of marketing, such as Big Coffee takeout, which is a brand we incubated, and we asked Chen ou to drive his Porsche and du Haitao to deliver the brand's first takeout.

The emergence of the Internet has added wings to all traditional industries. We do not need to be afraid of them and use them efficiently with the lowest cost and the fastest speed.

We often combine trendy events with the Internet and stars to do offline membership activities and online promotion.

Stars guide users' consumption direction, stars and users have the same quality and frequency, so that users have more existence. This is more suitable for 80, 90, 00, be yourself.

4. Product drive: personification and periphery

We use the personification of the product and the change of the product week, we give each newly launched product a new identity, and turn the conventional expression of the product into the personification of the game.

Product periphery means that in addition to the products on the table, the space products and customers' consumption habits are precipitated in our system, and the consumption upgrades of once, twice and three times have been extended to customers' lives.

Including derivative pillows, mobile phone cases, key chains. Women have a characteristic, the habit of buying easily. 80% of the consumer market is now dominated by women.

5. Scene driven: the third space of the city

What we have been doing is the social platform of the city, the third space, so we will make the scene look like a small oasis in the reinforced concrete jungle, not a purely functional coffee shop or restaurant.

This is our morning series, in 350-450 square meters of space, this is the light luxury series, 200-300 a day.

6. Member driven: play with users

As mentioned earlier, we often do all kinds of interactive activities with our members, which should be fun and interactive.

When the cafe opened, the location was not a type A location, how to make the customer detonate quickly, so we made a software design. There are many fences in the center of Sanlitun. We have 2000 cups tied to it, with wings and sweeping codes on them.

The white-collar workers who come to work in the morning will be very curious and everyone goes to scan.

We will have a password to tell him that you take this cup to the opposite cafe, and you will decrypt the rights of this cup.

Be sure to play with users. Because have users will have the market, will have the future and development trend of the brand.

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Source | Catering O2O