Which country's brand is Eagle Coffee Shanghai Yingji Coffee Development History is Eagle set Coffee delicious

In recent years, with the development of the coffee industry and the blessing of capital, many new boutique coffee brands have sprung up in the coffee field, such as Yongpu, three and a half meals, time extract and so on. These boutique coffee brands have also received a lot of financing in the past year. (about the financing events of some coffee brands in 2020, you can see this: coffee brand MANNER has received a new round of financing, and the coffee market is getting bigger and stronger! )

For new coffee brands, how to stand out among many coffee brands has become a long-term problem after their establishment. After all, there are so many various coffee brands in the coffee industry.

So, how did Yingji Coffee, founded in 2016, stand out among many coffee brands?

Public information shows

Eagle set Coffee was founded in 2016. Founder Wang Juntao, whose English name is S.engine, headquartered in Shanghai, is a boutique coffee chain brand. Since its establishment, it has received three rounds of financing. The latest financing process is on October 30th, 2020. It received tens of millions of yuan angel round financing from the investor Ouyou Group. At that time, the person concerned said: this round of financing is mainly used for product research and development, brand building and marketing communication, supply chain integration and so on.

In 2017, Yingji Coffee opened its first offline coffee shop "Elite Space" in Xintiandi, Shanghai, and received media attention from various industries as soon as it opened.

In fact, the early Yingji Coffee was just an online celebrity cafe on many coffee brands in Shanghai, but now Yingji Coffee is undoubtedly a dark horse in the domestic coffee industry.

As one of the fast-growing local boutique coffee brands in recent years, Yingji Coffee quickly broke through the trend in the coffee market through unique space design, innovative products and joint cross-border actions, and once became the focus of attention.

one.

Space design

When everyone is pursuing a small and fine coffee shop, Eagle set Coffee has created another style of coffee shop-the third generation boutique cafe. For store design, Eagle set Coffee mainly emphasizes space culture design and environmental experience. At the design level, Eagle set Coffee will not be limited to the same design style, but the space design of each store has different cultural connotations. Create a personalized store scene of "one store, one view".

Eagle set Coffee is regarded as the most beautiful coffee shop in Shanghai.

Eagle set Coffee Shanghai Global Port Store

Eagle set Coffee Revival of SOHO lab Store

Wang Juntao, founder of Eagle set Coffee, once mentioned: "Eagle set hopes to tell the difference and refinement of coffee products through the language of architecture and environment." the third generation of boutique cafes are more likely to provide customers with an immersive coffee experience.

two.

Product innovation

Different from the coffee products of ordinary cafes, Eagle set Coffee has its own bean source. Eagle set Coffee has estates and trade partners in the three major coffee producing areas in the world (Africa, Asia and Central and South America). Yingji Coffee has also officially put into production its own coffee factory. So far, Eagle set has its own mature supply chain process.

In terms of product positioning, the product design idea of Yingji pays more attention to "store classic beverage reproduction + creative product extension".

At the end of 2018, Yingji Coffee began to set up Tmall's flagship store to do online business; in the second half of 2019, Yingji opened the "store + product" model, launching online boutique instant coffee products, and the data showed that the monthly sales of its products increased tenfold in the first half of the year. According to reports, at present, 50% of the online products of Eagle set Coffee coincide with the product names of offline stores. Here is a point to mention: before the Eagle set Coffee products were moved online, in fact, this product was already a popular product in stores.

In addition, on the basis of completing the sales channels of both online and offline ports, Eagle set Coffee also extends its category around creative coffee.

For example, a "stick coffee" in the product is a typical embodiment of innovation. in mid-June 2020, Yingji Coffee launched a new type of filter coffee-"Bang Bang Coffee", which combines freshly ground coffee with freeze-dried powder and is very convenient in brewing. one of the highlights is the stick shape that is easy to stir, without the help of other auxiliary tools, it takes as little as 30 seconds from soaking to tasting, and is suitable for multi-scene drinking. Therefore, it is also loved by the majority of consumers as soon as it is online.

In addition, Yingji Coffee has also made innovations in the taste of coffee. For example, a cold extract coffee powder called Little Jasmine Tea has become the focus of consumers' attention since it was put on the shelves, and quickly entered the top three stores.

three.

Joint cross-border

Cross-border cooperation between brands has become popular in the coffee industry. for the new coffee brand Yingji Coffee, joint cross-border cooperation is also one of the effective ways to expand consumer groups to improve sales and brand awareness. Yingji Coffee resonates with consumers through cross-border cooperation to launch a variety of surrounding products, so as to improve its own brand awareness. Previously, Eagle set Coffee has partnered with high-end brands such as Lele Tea, Sea Thief King Tmall, Van Gogh Star Night and so on.

The joint name of Eagle set Coffee and Lele Tea

In 2019, Yingji Coffee and Tmall jointly launched a series of activities of "Tmall ideal Life club Cafe", which gained a lot of new traffic through the interactive process of online and offline activities.

In 2020, Eagle set also became a joint marketing partner for the popular movie "coming Home at one Point".

Nowadays, minority boutique coffee brands have gradually become a "new force". As one of the new coffee brands, Yingji Coffee, whether in store space design, product creativity or joint interaction, Yingji Coffee is a good interpretation of the unique ingenuity of its own brand, which may be the key to why Yingji Coffee can break through and seize the coffee market among many coffee brands.

* Image source: Internet