Sumida Chuan (Hangzhou) Co., Ltd. was fined for operating without a license!

You must have had Sumida's coffee, right? During the Singles' Day this year, Sumida Kawakawa coffee sales exceeded 100 million, and ranked first in both Tmall's ear and coffee industry categories. I wonder if you made a contribution in front of the screen?

Founded in 2015, TASOGARE COFFEE has been growing at a normal speed in just six years. The positioning of differentiated "popular coffee" has led to the rapid rise of Sumida in recent years: in August 2020, Sumida received tens of millions of financing; on December 31, 2020, the total number of cups sold worldwide has reached 300 million cups; in April 2021, Sumitagawa Coffee completed nearly 300 million yuan B round financing.

Sumida, who achieved such excellent results, was recently exposed to the scandal of being fined for operating without a license. According to the enterprise investigation, recently, Sumida Chuan Coffee (Hangzhou) Co., Ltd. added administrative penalty information, showing that the parties engaged in the business of making and selling coffee drinks without obtaining a business license, and was confiscated by Hangzhou Shangcheng District Market Supervision Administration of 9287.39 yuan of illegal income and fined 1000 yuan.

It is understood that Sumida Coffee (Hangzhou) Co., Ltd. was established in June 2021, is a wholly-owned subsidiary of Sumitagawa Coffee affiliated Company Hangzhou Yuji Trading Co., Ltd.

In the era when Chinese coffee is in full bloom, why can Sumitagawa Coffee succeed? Let's listen to the coffee shop say in detail.

In 2015, there is a huge market gap in China's affordable and healthy "rations coffee". As a result, Sumida's founding team introduced "drip-filter bagged coffee" into China and redefined it as "hanging-ear coffee". To a certain extent, it has changed the phenomenon of "inexpensive and unworthy to be called boutique coffee" in the Chinese coffee market. As the first "crab eater", Sumida has made huge market dividends in the field of "fast-vanishing coffee".

How to achieve such a low price? Because of building their own factories, reshaping the domestic supply chain. In the past, Sumida put the production chain in Japan, the birthplace of hanging-ear coffee. But the blowout development of China's coffee market this year has made Sumida realize that the time has come. This year, Sumida Kawakawa Coffee invested in the construction of Asia's largest hanging-ear coffee production plant, which is expected to start production in August, with a production capacity of 200 million cups this year and a maximum annual output of 1.3 billion cups after full delivery. The continuous improvement of production efficiency can establish the cost advantage of Sumida Kawakawa coffee enterprises. Sumida successfully developed from "made in China, made in Japan" to "made in China, made in China".

Moreover, brand stories and marketing are also the key to success. In brand building, Sumida still retains the emotional characteristics of traditional coffee brands. When studying abroad, the riverside, sunset and coffee made a good brand interpretation for Sumida, while the explanation about logo is even better: life is like coffee, the three circles of Sumitagawa represent the joy and warmth shared between people, using coffee as a medium, looking for fresh inspiration for life.

However, coffee is after all a new consumption in China, and it is impractical to have empty feelings. How can the new consumption leave the anchorman to bring goods and star endorsements?

At the beginning of 2021, Sumitagawa coffee official announced that Xiao Zhan, a star, became a global brand spokesman. Relying on the "king of goods" Xiao Zhan, Sumida successfully opened up his popularity and increased sales. At the same time, becoming the exclusive supplier of coffee category for Hangzhou Asian Games has greatly enhanced Sumida's brand credibility.

With more and more entrants to the coffee field, there are unlimited possibilities for Sumida's future. However, the enlargement of the brand will inevitably complicate the enterprise structure, not only because of the lag of management and coordination, but also because of the relationship of "one prosperity and one loss". So that enterprises need to pay special attention to the development of subsidiaries to avoid their own and surrounding risks.

Photo Source: online Weibo