Chain convenience store brand convenience bee layout coffee field sleepless sea Sober Hi sells boutique coffee

Various industries are laying out the coffee field more closely, and the coffee industry will usher in more fierce competition.

A convenience store chain called convenience Bee has also quietly joined the coffee track to sell boutique coffee.

According to an exclusive source on the official account "later LatePost", convenience Bee, a chain of convenience stores, has sold boutique coffee with an area of 6-7 square meters in the existing convenience store.

Convenience Bee uses only 6-7 square meters of space to set up a beverage station with the brand name "sleepless Sea Sober Hi". In particular, the beverage station is not a common self-help beverage shop on the market, but is controlled by baristas on the spot to provide consumers with boutique coffee and other tea drinks.

It is understood that the drinks supplied by "sleepless Sea Sober Hi" include four large pieces, including boutique coffee, hand brewed coffee, Hi Le Bing and ready-made tea, among which Fine Coffee includes concentrated, American, Latte, Australian White Coffee, Cappuccino and Mocha; hand brewed Coffee includes Huakui Coffee, Ye Jia Xue Fischer and Indonesia Mantenin Coffee beans; Hi Le Bing has two kinds of Hi Le Bing and Hi Le Bing. On the other hand, there are nine different options for making tea.

In terms of price, "sleepless sea Sober Hi" is different from the original self-service coffee machine of convenience bee. The price of "sleepless sea Sober Hi" boutique coffee is 12-20 yuan, while the current tea range is 13-16 yuan. In addition, the first cup of coffee or drink only needs a discount of 1.9 yuan, and the self-service coffee machine can also reduce 5 yuan, while the original self-service coffee machine of convenience bee focuses on 3-12 yuan coffee.

However, in terms of service, at present, "sleepless Sea Sober Hi" has only one way to order through Mini Program.

In fact, the convenience bee started its coffee upgrade program as early as the beginning of this year.

According to people from convenience bee sources in the IT Times, convenience bee, which currently has 2000 stores, is gradually upgrading freshly ground coffee. While improving its quality, convenience bee will reduce the price of coffee by about 50%, while holding convenience bee coupons, the price of a cup of coffee will be as low as 6 yuan.

According to an exclusive report by later LatePost, a person close to convenience Bee said: in the first five months of this year, convenience Bee has signed nearly 1000 new stores.

According to the data, it took only three years for convenience bee to make a profit in Beijing area at the beginning of its opening (normally, a convenience store usually takes seven years to make a profit). The number of its stores has reached 2000, so what a unique existence is a convenience bee with such an amazing speed of opening?

According to public information, convenience Bee is a 24-hour convenience store brand founded on December 21, 2016. the core founding teams are former founder Zhuang Chenchao and former CFO Zhao Yilu.

It should be mentioned here that as the sudden COVID-19 incident last year dealt a heavy blow to the national convenience store brand, while the convenience bee got high scores, people in the industry pointed out that the key point to facilitate the bee to win is due to the strong digital ability behind it.

Since its inception, convenience Bee has applied Internet technology research and development to the brand strategy, using big data and intelligent software and hardware, breaking through the inherent convenience store shopping experience, and user-centered, dedicated services around each individual user.

So far, convenience Bee has received three rounds of financing.

In February 2017, convenience Bee opened its first offline store and expanded rapidly in a direct mode. In the following year (2018), it quickly opened 100 convenience stores in the Beijing area. Convenience Bee went online in 2019, and the goods in the supermarket can be delivered to home by employees of convenience Bee or a third-party city distribution company on the same day, and consumers can also choose to pick them up at offline stores on the specified date; in February 2020, convenience Bee opened its first store in South China in Shenzhen.

At the beginning of this year, convenience Bee launched a coffee upgrade plan. at present, self-service coffee in Shenzhen and Guangzhou has completed this upgrade plan, and Shanghai and Nanjing have also made more than half progress.

By the end of 2020, convenience Bee has entered Guangdong, Shandong, Henan, Anhui and other regions, with more than 2000 stores. According to Xue Enyuan, Executive Director of convenience Bee, the number of convenience bee stores will exceed 4000 in 2021 and is expected to reach 10,000 by 2023.

It can be seen with the naked eye that convenience stores are one of the fastest growing retail formats in China in recent years, and convenience bees are a new generation of brands in the offline retail industry. now the layout of the boutique coffee market represents a new service model in the consumption scene.

So far, convenience Bee has 19 beverage stations in Beijing, 14 in Shanghai and 4 in Tianjin. If nothing happens, "Sleepless Sea Sober Hi" will expand rapidly in the following time.

* Image source: Internet