Dior Coffee is at the top of the list of 800 Dior Coffee. Which country is Dio Coffee Business hours?

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Whether it is Hainan in the southernmost or Heilongjiang in the northernmost, no matter it is directly operated or joined, as long as it is a Dior coffee shop, all the furniture and murals on the wall come from the headquarters in Suzhou. In order to unify the style of all the chain stores, Wang Yangfa, chairman of Diou Coffee, opened a furniture factory, a coffee bean processing plant and a decoration factory. They produced exquisite European-style furniture and decorations just to supply their own cafes.

"our chairman knows a lot about coffee culture and insists on these details." On June 17, at the catering industry conference held at Jiuhua Villa in Beijing, the Financial Weekly reporter met Yang Huasheng, vice president of Diou Coffee. In the cafe on the first floor, he picked up the hotel coffee, took a sip and frowned slightly. Never drink again.

A cup of coffee generates billions of dollars in turnover

On the evening of June 17, a reporter from Weekly Financial Weekly came to a Diou Cafe in Beijing. The iconic green European door stands out in the surrounding buildings. As soon as it approaches the door, the European glass door is opened by a waiter in a black vest and white shirt. The pillars in the store are very tall, and the wooden handrail staircase leads to the second floor. Oak partitions, closets, warm cloth and tassels, murals, chandeliers, with an European flavor filled the space.

There are still 400 Diou coffee shops with such a unified style in the country. In addition, Diou Coffee Chairman Wang Yangfa has the right to operate more than 100 Milo cafes and more than 200 Shangdao Coffee in 6 provinces and cities. His "coffee map" includes all provinces in China except Xinjiang and Qinghai.

In other words, there are about 800 cafes owned by Dior. When Starbucks entered China, its goal was to have more than 500 companies by 2010.

Among them, Dior Coffee direct or managed franchise stores account for nearly 50% of the total.

Wang Yangfa was previously one of the founders of Shangdao. In 2001, he opened his own cafe called Diou in Qingpu District of Shanghai. Since then, Jiangnan, North China, Beijing, Yunnan, Hunan, Jiangxi, within three years, he opened this European-style cafe all over China. In 2004, Diou Coffee's headquarters was established in Suzhou. In 2005, he built a logistics base and opened Diou food factory, furniture factory and decoration company.

A kingdom began to show its outline.

"We have maintained a growth rate of more than 30% every year over the years, and so far there is no sign of slowing down." Introduced by Yang Huasheng. He could not disclose the annual turnover of the kingdom. "if franchisees are included, there are probably billions of dollars. Apart from the income of the owners, our turnover is more than 1 billion. "

Since 2005, Diou Coffee has been ranked as the top 100 in the catering industry by the Ministry of Commerce and the Chinese Cuisine Association, and ranked first in leisure catering.

In 2007, Dior Coffee received a $21 million investment from Carlyle, giving Carlyle a 20 per cent stake in Dio. According to Carlyle's valuation, Dior coffee was worth more than 800 million yuan at the time.

It's not just coffee.

"We not only make coffee, but also make coffee culture." During the conversation, Yang Huasheng has been emphasizing this concept of Dior, in his view, this is the most distinctive competitiveness of Dior Coffee.

He did not give any definition of "coffee culture", but told Financial Weekly that every detail of Dior, including oak tables and European wall hangings, may be part of this culture, which is closer to a casual atmosphere, an atmosphere, a kind of relaxation. "We have been holding regular events in the hope that consumers will express their understanding of this culture."

Wang Yangfa's maintenance of his Dior coffee is reflected in every detail. In order to ensure the unity of the chain, in addition to the high degree of unity of the decoration mentioned above, it also includes the training of personnel. "every employee has to receive a lot of training in a variety of ways, including going to headquarters, going to regional branches, lecturers' stay-in-store training or concentrating on learning materials." Yang Huasheng stressed, "Service is particularly important to our industry, and we can't relax at all." He said that in every Dior Coffee store, at least two cleaning staff were present at one point in time.

Unlike cafes such as Starbucks, Dior Coffee sells "more than coffee". In addition to freshly brewed coffee, Dior Coffee also sells a variety of Chinese and Western food. This makes the individual consumption here far larger than that of Starbucks.

And the meal is also the "autonomy" of Dior Coffee to franchisees in all regions. "We uniformly arrange the decoration style of the storefront, but franchisees from all over the country can add some small meal plates according to their local characteristics, which we encourage." Introduced by Yang Huasheng.

"Let more people drink coffee."

The emphasis on this "coffee culture" is an important condition to ensure the subsequent growth of the coffee shop industry.

"there is no tradition of drinking coffee in China, just like that, the market is infinite. Because more people can drink. " Yang Huasheng explained that even though Diou already has about 800 stores, in his view, more stores can be opened in the future. "We have seven cafes in Huadu, Guangdong Province, and they are all doing very well. How many people are there in a town? The capacity of this market can be tapped. "

In addition to maintaining the current growth rate, Dior Coffee began to expand the coverage of the brand. In 2008, Dior Coffee acquired Milo Coffee. In addition to bringing Diou the new brand and his more than 100 stores, the island operation rights of Milo's Guangdong, Guangxi and Yunnan provinces have also been spent on Dior. This is also an important move for Wang Yangfa's coffee kingdom to expand rapidly.