The Development of Wang Li Coffee Machine official website _ Wang Li Coffee official Mall _ Wang Li Fine Coffee College

"Wang Li Coffee official Mall"

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

Chinese mainland entered Starbucks in 1999 and will have 1500 stores in 2015. Wang Zucen, president of Wang Li Coffee, a chain of system equipment, is the biggest contributor behind it. He has maintained a "light asset" strategy for more than a decade, with a capital of 1 million yuan (about NT $5 million), but this year's turnover has reached 250 million yuan (about NT $1.25 billion). He even estimates that it will reach 1 billion yuan (about NT $5 billion) within five years.

Wang Zucen, 55, went to the mainland in 2000 to develop. At the beginning, he planned kitchen equipment for chains such as KFC and McDonald's. In 2001, he worked with Starbucks, and now he has become the largest system equipment vendor of Chinese mainland. The most successful strategy is "light assets." he, who has been president of the Asia-Pacific region of US listed companies for 15 years, believes that expanding operations is not necessarily a good thing, and maintaining "quality" is the key to success.

Wang Zhu Cen established Shanghai Wangze Import and Export Co., Ltd. since its establishment in 2003, Wang Li Co., Ltd. was co-founded in Hong Kong with the famous Swiss coffee equipment manufacturer Thermoplan in 2007, and Wang Li Coffee Trading Shanghai Co., Ltd. was established in Shanghai in 2009, which is a wholly-owned subsidiary of Wang Li in Hong Kong. 2011 is an important year, the development of design, research and development, training, service four core, the introduction of BlackBerry, engineer satellite navigation and positioning system, 2013 to boutique coffee.

The number of employees of ▲ Wang Li Coffee has increased from less than 10 to 200 now.

It is difficult for small and medium-sized companies to maintain 10% profit in bank financing.

Wang Zhu-Cen further said that the hardest time for the company is over, and as Chinese mainland becomes bigger and bigger, Wang Li Coffee must gradually take root. There are many problems in its development in the mainland, including considerable personnel changes, because of its vast territory, great employee selection, rapid salary increases, and the sudden disappearance of good customers for various reasons, but he stresses that the company is now "eating sugar cane."

Wang Li Coffee Light Asset operating strategy, that is, the company does not have the so-called land, factories and other traditional assets, only technology and equipment. Wang Zhu-Cen says that at present, the company's profit is about 10%, but there is no upper limit on the budget in R & D units and food safety inspection, and the most important thing is "cost control." he also laughs, "in the past, I used to drive a BMW, but now I don't have a car," in the hope that the company will have better development.

However, due to the strategy of light assets, the development of Wang Li Coffee in Chinese mainland has been hindered, making it difficult to borrow money from the bank. Wang Zucen said with a wry smile, "I am good at selling things and not good at borrowing things, so I don't like to deal with banks, but the main reason is that financial leasing companies can turn around quickly and usually receive money in a few weeks' time. But banks talk for half a year to a year or more before they receive payment, which is more inconvenient for small and medium-sized enterprises."

▲ system equipment design and maintenance accounts for a high proportion of overall revenue, engineer training needs up to 6 months.

Equipment and machine maintenance revenue accounts for 10%, reaching 100 million yuan this year.

Wang Li Coffee earned an interest rate of about 8% at an interest rate of about 120 million yuan last year. At present, it is not the turnover of the company that has a problem, but how much the company wants. Wang Zhu Cen said confidently that the turnover of Wang Li Coffee will certainly exceed 200 million yuan this year, and it will grow by at least 30 percent in the future. It will certainly reach 1 billion yuan in five years, and he is so confident that it is in the "people".

Wang Li Coffee employees have gone from less than 10 people to about 200 employees now. Wang Zhu Cen stressed that one of the main reasons for the company's development and expansion is "people". In evaluating the social corporate responsibility of the company, including whether the workers are happy about their work, whether they get overtime pay for overtime, or whether employees really want to work overtime, are the keys to smooth development. The "equipment engineer" is also one of the company's important assets, which generally takes 6 months from training to qualification.

Wang Zhu Cen further said that because the company has its own software, from the design of machinery and equipment to maintenance and inspection, the income of this part is relatively high. at present, the average customer has a total of 7900 machines under maintenance. in addition, there are about 2210 machines in more than 1354 Starbucks, totaling more than 10, 000. In the first eight months of this year, it accumulated about 12 million yuan (about NT $60 million), and it is estimated that it will reach 25 million yuan (about NT $125 million) this year.

Wang Zucen, who has been in the coffee business for more than 15 years at ▲, has even set up a coffee institute to expand the scope of the coffee business.

Turn systematically to personalized coffee institute to find a certifier.

Wang Li Coffee has nine coffee quality certificators. Wang Zhu Cen said that usually the score of a cup of coffee needs to be graded by three certifiers. in the past, if you wanted to hire a certified professional to grade it, it would cost US $3,000, and three would need US $10,000. But now, because you have a certifier, you can save a lot of money.

Wang Li Coffee has 55 large and small customers in Chinese mainland, including Pizza Hut, Real Pot, COCO, Paris Berry, COLD STONE, IKEA, Family, Uni-President and so on. Products include coffee machines, coffee roasters, beverage equipment machines, to catering raw materials are involved, a wide range of business.

When it comes to starting a business, many people will directly think of opening a coffee shop, and the business opportunity continues to ferment in the mainland. Wang Zhu Cen, who sensed the business opportunity, said that the company operates not only the system equipment, but also the quality of the source coffee beans, as well as the middle-end certifier, and even the back-end personalized sales, but also has a certain scale of business opportunities. Therefore, Wang Li Coffee develops from the four cores of design, research and development, training and service. I believe that business opportunities will not be missed in the future.