Ambition of a coffee shop owner! How to open 10,000 boutique cafes in China

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Zheng Songmao, the name, is no stranger to Taiwanese fifth-and sixth-graders who know Sima chewing gum.

In the late 1980s, when Taiwan was flooded with money, ideology, a local advertising company founded by Zheng Sung-Mao, set off several waves of cultural waves in the early days of the lifting of martial law. at that time, many advertising lines appeared: "the cat fainted on the piano", "I have something to say …" Please, let's talk about it after passing the exam. " , "the new building is collapsing" has become a representative of the collision system, and is even considered to be the most meaningful series of advertisements in Taiwan's history. Zheng Songmao and another founder, Xu Shunying, have been marked as the cultural standard-bearers of the new era.

As the advertising environment becomes more and more difficult, many representatives of the glorious era of advertising in Taiwan have gradually left the stage. The godfather of Taiwan's local advertising has also crossed the sea to the mainland to open a cup of quality coffee, a boutique coffee shop that takes off at NT $200. TVBS has reported that if you brew champion beans, a cup of black coffee costs more than NT $5, 000. At the opening, there were long queues outside the house, waiting for an hour to enter the pilgrimage.

According to an interview between mainland coffee writer Jia sir and 63-year-old Zheng Songmao, the quality restaurant coffee founded by Zheng Songmao had only 11 stores in Shanghai at the end of 2015, but the Taiwanese advertising godfather, who is listed as "Grandpa Huayang" on the mainland, boasted as soon as he met him that he would open 10, 000 boutique cafes in China. In 2016 alone, he had ambitions to recruit 1000 stores first.

This figure is very bold, because according to sir, Starbucks, the world's largest coffee chain, has no more than 10, 000 stores around the world. In China, it took 16 years to reach 1600 stores. Even if the pace of opening stores has accelerated in recent years, there are only 300 stores a year. Although quality restaurant coffee is well-known in the industry, there are only 6 direct-operated stores and 5 franchised stores, all of which are in a corner of Shanghai.

Putting the numbers aside for the moment, the quality restaurant coffee founded by Zheng Songmao does have some characteristics.

First of all, each cup of coffee has its own score. Each product in the quality library is marked with indicators such as flavor, fruit acid, aroma and aftertaste, and customers can see the performance of this cup of coffee under each index. Only coffee beans with a total score of more than 80 points can be called fine coffee according to the Q coffeesystem system of the International non-profit Coffee quality Research Institute (Coffee Quality Institute,CQI).

Second, every type of coffee in the quality hall is marked with the same origin as red wine, so consumers can clearly know which estate they are drinking coffee from, what kind of tree they are drinking coffee from, and even by which way they are baked.

Zheng Songmao believes that China's coffee market has grown at an average annual rate of nearly 20% in recent years, 10 times the world average. Each person in Japan consumes more than 300 cups of coffee per year, while the Chinese only have 4-5 cups. In the next five to seven years, the Chinese coffee market will have an explosive period.

Tortoise Mao's request spread the reputation of the quality Museum, which soon expanded to 11 after opening its first store in Shanghai in 2012, but this is just the beginning for Zheng Songmao, who wants to open 10,000 stores in China in the future.

In Zheng Songmao's plan, these 10,000 cafes will mainly sell platforms outside. Consumers can order coffee with App, and then pick up coffee from the partner's store.

According to his idea, quality restaurant coffee can be reached wherever the platform on the Internet can reach. However, according to the joining announcement of the quality Museum, the franchisee needs more than 15 square meters (about 4.5ping) of storefronts, 360000 RMB to open a store, 200000 RMB for mobile working capital, and more than 500000 RMB for disposable funds, the threshold is not low. It seems that Grandpa Hua Yang from Taiwan still has a long way to go to realize his dream of 10,000 rooms on the land of China.