Call yourself the "apple" of the coffee world! Disdain for Greybox at the top of the chain to be the first Chinese boutique coffee.
Professional coffee knowledge exchange More coffee bean information Please pay attention to coffee workshop (Weixin Official Accounts cafe_style)
According to public information, GREYBOX COFFEE was founded to become China's No.1 boutique coffee within one year, the world's top three in 3-5 years, and the world's No.1 boutique coffee brand in 5-10 years.
Curiosity Daily reported on June 21 that GREYBOX said it had begun to make the first Chinese fine coffee.
I am curious about this, what is the origin of this "first"? Let's look back at the history of GREYBOX.
Founder Pu Yi and Greybox
A well-known venture capitalist. Detong Capital Venture Partner, Founder of GREYBOX Brand.
On January 4, 2013, Puyi founded Roseonly (promise), a year and a half financing four rounds, valuation of more than 100 million US dollars, a new round of financing will make Roseonly no longer a flower shop, but a high-end fashion e-commerce company.
Greybox Coffee was founded in 2016. Pu Yi talked about the establishment of Greybox, and Greybox was determined to make "the best coffee in China".
At the end of December, Greybox's first store opened on the ground floor of Kerry Center, opposite Starbucks.
On December 4, 2017, Series A financing was completed. Junzi Capital invested 100 million RMB and valued at 100 million US dollars.
Self-proclaimed "coffee world apple"
When Pu Yi told Curiosity Daily about the difference between Ruixing Coffee and Starbucks, Pu Yi said: "They (Ruixing) positioning is red rice or glory users, then Starbucks positioning is Xiaomi Huawei, we are Apple, this is the positioning of the three worlds."
Pu Yi said that Greybox should be compared with the American boutique coffee brand Blue Bottle,"At present, the number and financing scale of Greybox stores are the second place in the world except Blue Bottle, the first place in Asia, and no one has done fine products at such a speed as ours.』
In the future, it plans to enter Hong Kong, Taipei, Tokyo, Singapore, New York, Silicon Valley and other markets, opening 30-50 new stores.
How do netizens comment?
Could this be the top of the legendary chain of contempt?
Legend has it that there is indeed a saying in the circle that "drinking fine coffee" despises "drinking non-fine coffee," and the top of this contempt chain is generally the pursuit of fine coffee flavor and taste, in the pursuit of coffee taste, different from the second wave of fast-paced commercial coffee culture.
From the point of view of mass consumers, everyone in the world has their own taste buds and tastes, and everyone's taste preferences are certainly different. For the masses, coffee is just one of many drinks, maybe I just need a cup of caffeine, as long as I like it, who is better than who?
Reference: Baidu, Curiosity Daily
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