Suspicious financial pressure threw himself into the river d how did the Indian coffee tycoon "beat Starbucks"?

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How did Indian coffee tycoons "beat Starbucks"?

The first coffee é Coffee Day coffee shop was established on July 11, 1996. there are 21 kinds of coffee beverages, 16 kinds of tea and others, and more than 20 kinds of light desserts, using coffee beans from thousands of small coffee farmers with annual sales of US $118 million. In the early days, it increased steadily at a rate of 20% a year, but the company's expansion rate has slowed significantly in recent years. VG Siddhartha, an Indian coffee tycoon suspected of jumping into the river, beat Starbucks by claiming his own kingdom of Caf é Coffee Day.

One of the criteria by which Caf é Coffee Day "beats" Starbucks is the number of stores in India. Currently, Caf é Coffee Day has 1772 stores in India, which far exceeds that of Starbucks in India. However, because the territory of Caf é Coffee Day is limited to home India, Starbucks is still far ahead in terms of global popularity and the number of branches.

Another standard is the price. Coffee é Coffee Day dominates the entire Indian coffee retail market by virtue of the advantage of localization, rich market experience and perfect industrial chain, pressing down the price of coffee again. For example, its 450ml cappuccino costs only about 10 yuan (RMB), compared with 14 yuan for Costa and 17 yuan for Starbucks in India.

However, in India, a country that also uses tea as its main drink, even if it took more than 20 years to "beat" Starbucks to become India's largest coffee chain brand, Caf é Coffee Day also has various criticisms and deficiencies.

First, because Caf é Coffee Day will subdivide the market according to the surrounding environment and the multi-level needs of customers, so that its store style and business model are different, and the coffee beans used come from thousands of small coffee farmers. The problem of "consistency of taste" has become the most popular point for local consumers to criticize. Some netizens even joked: "inconsistency is the best place for Caf é Coffee Day. The coffee I drink in different stores is not the same taste, even in the same store, the taste is always different." "

Second, behind the rapid expansion and suppression of peers at low prices, it is naturally inseparable from huge loans, financing, and even listing to raise capital. However, such models are easy to be heavily indebted and difficult to maintain because of problems such as cash flow or inability to make profits. Cedar was frustrated by his inability to build a derivative business model beforehand. He even faced the problem of the fund asking for share buybacks and tried to discuss with Coca-Cola about selling its stake in the coffee kingdom.

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