The self-service coffee brand with Chinese characteristics is introduced on the official website of Coffee Wing.

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Coffee wings, focus on coffee for 17 years, coffee, food, entertainment, social one-stop comprehensive experience curry restaurant, the city life around you, you and my city living room.

As a leading chain brand of curry restaurant in China, the concept pioneer and leader of domestic curry restaurant, after 17 years of development, there are 14 direct-operated stores and nearly 200 franchise stores, covering 23 provinces, 4 autonomous regions, 3 municipalities and more than 130 cities.

It has been awarded as "Top 50 High-growth chain Enterprises in China", "Star of Franchise China chain", "Ten most valuable chain Brands in China", "Ten most potential Enterprises in China Catering Industry", "AAA Certification of China chain Management Association" and other honorary titles.

The past year has been a crucial year for Coffee Wing. In March 2017, the company, which had been founded for nearly 20 years, successfully listed the new third board, which was originally something to be congratulated, but because after listing the new third board, it changed from a private enterprise to a public enterprise and spun off some of its business. as a result, the announced results are not so good-looking and have been labelled as loss-making enterprises by some media. Although founder Yin Feng knows that this is not the case, as she said, "instead of defending it, let the facts prove it."

During the Spring Festival, Yiou talked with many founders about the feelings of the Spring Festival, and the hardships and joys of starting a business are even more precious in this special festival. This article interviews Yin Feng, founder of Coffee Wing, who majored in foreign trade. Yin Feng, who entered the catering industry in 2000 and founded Coffee Wing in 2003, is sensitive and delicate as a female entrepreneur. She can not only become the "immortal sister" of job seekers in the job-hunting show "it is you" by virtue of perceptual, kind, reasonable and well-founded comments, but also lead coffee wings rationally and calmly to stand all the time in the ups and downs of the business world. "to be an industry leader, you have to think more and more complicated than others," she said. "

The Chinese version of Starbucks? NO, do self-service coffee brand with Chinese characteristics if you want to do it!

Chinese coffee companies are always popular with Starbucks, and they always want to be the Chinese version of Starbucks, but since Starbucks entered China in 1999, no one has been able to surpass it. Coffee Wing used to be in this position, but in this Spring Festival interview, Yin Feng mentioned a new term "self-service coffee brand with Chinese characteristics". "Coffee Wing wants to be a coffee brand that is most suitable for Chinese people and that Chinese people understand and like in the future!"

How to understand this new position? Yin Feng explained that China's huge user market is actually not in first-tier cities. With the upgrading of consumption and the sinking of channels, the second, third and fourth cities are ushering in unprecedented development opportunities. Coffee Wings is actually more popular than Starbucks in second -, third-and fourth-tier cities. At present, Coffee Wing has 28 directly operated stores and nearly 300 licensed stores throughout the country, covering 23 provinces, 4 autonomous regions, 3 municipalities directly under the Central Government and more than 130 cities.

Online, the self-service coffee machine, which is loved and chosen by more young consumers, places more emphasis on product autonomy. Today's coffee continues to go down, coffee content is getting lower and lower, is increasingly becoming a daily drink. The relevant coffee data report also shows that in the portrait statistics of coffee consumption users, young people are the main force of coffee consumption, with 70% of female consumers in coffee shops. On the other hand, young consumers and women regard drinking coffee as a way of life, and they do not have as high expectations of functionality as male consumers, but hope that coffee will be better and more interesting. Therefore, Coffee Wing determines that unlike Starbucks, coffee as the basis tends to be accepted and liked by the Chinese people in the direction of independent research and development, and is positioned as an independent coffee brand with Chinese characteristics. Today, Freedom Wing, a smart coffee machine under Coffee Wing, has successively developed matcha lattes, corn cheese coffee is becoming more and more popular with women, and Yuanyang, a coffee drink with milk tea and coffee, is becoming Yin Feng's new favorite.

Second, the layout of new retail, "the present of Europe and the United States is the future of China"

Yin Feng's decision to make Coffee Wings was inspired by European coffee culture. Yin Feng, who has studied the European coffee market for many years, believes that coffee is a portrayal of urban civilization and a necessity of urban socialization. with the improvement of urban civilization in China, the role of coffee will become more and more important. Why not make pure coffee but choose a curry restaurant with meals? it is because, as a form of traditional Chinese family socialization, the restaurant smells like fireworks, but it is too emotional. A more rational social interaction needs to reduce this emotion, and the combination of restaurants and cafes is more suitable for China's national conditions. Therefore, Coffee Wing arises at the historic moment.

Nowadays, coffee is becoming more and more popular and its universality is getting higher and higher. According to the latest data from the International Coffee Organization, in 2017, the world shipped 100 million bags of coffee in China, and today's self-service coffee market is ushering in its best era. Relevant data show that people between the ages of 20 and 35 contribute 75.3% of their coffee consumption. As the post-80s and post-90s children grow up to become important consumers, the coffee market may usher in a new round of development opportunities.

"the present in Europe and the United States is the future of China." Indeed, mobile retail coffee machines are quite common in Europe. In general, there are more than a dozen coffee machines in supermarkets, and even more than a dozen brands of coffee machines in the lounge area of the airport. Self-service coffee machines are also slowly beginning to emerge in China, and since last year, coffee self-service machines have attracted more and more capital attention. Yin Feng judged that after coffee consumption in China has gradually changed from coffee of origin to fancy coffee drinks, there will be more and more self-service coffee machines closer and faster to consumers.

As a result, Coffee Wing began to develop self-service coffee brand "Free Wing" in 2015 and officially launched to the market in 2017. While "Free Wing" is growing rapidly, according to Yin Feng, 40-50% of the growth of Coffee Wing in 2017 came from the business growth of coffee machines.

Third, to be a leader in the industry, you must think more and more complicated than others.

Anxiety is becoming a disease of the times. For the entrepreneurial community, anxiety is even greater. So is Yin Feng. He started his business in 2000 and has often kept company with anxiety in the past two decades, but now Yin Feng has slowly found a solution to his anxiety.

Yin Feng remembers that when he was particularly anxious, he confided to Yao Jinbo, who told himself that although entrepreneur anxiety is the norm, try not to be anxious, because anxiety is an emotion. Any decision people make in their emotions can be wrong. What entrepreneurs need very much is to make themselves calm and calm. only in this way can they choose the right direction and style of play and path.

In practice, Yin Feng also slowly realized: how does the right direction come from? in fact, it is that a lot of information has been accumulated in daily life and study. When the knowledge structure and interest in your head are big enough, think about a problem. These things will automatically come to support you, analysis and judgment to come to a relatively accurate decision. The more you usually accumulate, read and think, and when you look for an answer to any question, you will be more accurate and faster than others. The greater the amount of information, the more people need to calm down! Many people are anxious because of the large amount of information, and then it can not be digested, so they make themselves very anxious! Thinking more and accumulating more is the most fundamental way to solve anxiety.

According to Yin Feng's observation, the bosses around them basically don't make mistakes, that is, they never give themselves a chance to make mistakes. Only do what you are good at and be able to control the field, not everything. Because people's energy ability and efficiency is limited, so a small number of people in the core only do simple things, he will think of a simple thing as very complex, but the output is very simple. Can understand, and can control the field can be done, can not understand the field, just have curiosity, do not touch. Most of the time, it is important to do something simple and powerful.

Recalling the time of struggle, Yin Feng was filled with emotion. "throughout 2017, the whole team of Coffee Wing worked hard to fight a turnaround, forgetting to eat and sleep, constantly giving up on the old business, and making transformations and upgrades in the listed business. The headquarters of Coffee Wing is always brightly lit, and there is always a reward for your efforts. At the 2017 annual meeting, many people left tears of joy. " A friend, who is also at the helm of the enterprise, said to Yin Feng like this: "it's almost nine o'clock in your company, and everyone is still struggling with bright lights. There is no intention of getting off work at all. It really makes people feel very young!" Indeed, Coffee Wing is to keep alive forever through constant innovation and struggle.

Today, as the number of cafes in China enters the 100000 era, coffee is at its best, and so is Coffee Wing. "people have to learn and make progress every day. Don't think of yourself as a ceiling. If you want to be a leader in the industry, you must make yourself think more and more complicated than others." At the end of the interview, Yin Feng stressed that entrepreneurs should keep thinking and learning. The spring of 2018 has arrived, and I believe that Coffee Wings will also usher in its own spring.