The whole people rush with hands? Seesaw opens the first hand-themed coffee shop

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In recent years, the domestic coffee consumption market has expanded rapidly, local coffee brands have risen strongly, and people's requirements for coffee quality are getting higher and higher. As one of the earliest brands in China to invest in boutique coffee racetrack-Seesaw Coffee, it also has its own reputation among many cafes. In recent years, Seesaw has been constantly dynamic, frequently releasing new creative signals, and has been bringing surprises to the market.

Yesterday, Seesaw announced on its official Weibo that Seesaw's first hand-brewed coffee theme store officially opened on Hengshan Road in Shanghai. The theme store issued a "national hand brewing" campaign, users in micro bo/small red book upload pictures or videos related to your brewing coffee, whether hand brewing, French press pot, mocha pot, Philharmonic press or hanging ear coffee... As long as it is about coffee hands-on creation, add related topics, Aite official account, you can participate in its activities, get the ranking can get the corresponding prize.

Seesaw is the earliest boutique coffee chain brand in China. The first store opened in Yuyuan Road, Shanghai in 2012. The founders are Zong Xinkuang and Wu Xiaomei. The brand focuses on boutique coffee and hand-brewed coffee. The customers are mainly young people. In July 2021, Seesaw received 100 million yuan of Series A+ financing participated by Xicha and Baifu Holdings.

Under the catalysis of capital, Seesaw, which was slow to open stores in the early stage, has been expanding rapidly after obtaining financing. According to public information, Seesaw has opened more than 100+ stores in Shanghai, Hangzhou, Suzhou, Shenzhen, Beijing, Nanjing and other regions nationwide. As a coffee brand that has been deeply cultivated in the market for 10 years, Seesaw has always won the hearts of many consumers with the innovation point of creative coffee.

In terms of store type, Seesaw focuses on standard stores integrating products and experiences, theme stores integrating scenes and innovative product experiences, and Mini stores just opened this year. In January, Seesaw opened the first Seesaw Mini store in China in the lobby of Phase I of Nanjing International Finance Center (Sun Hung Kai IFC) in order to enhance its ability to respond quickly to the actual experience needs of consumers in specific scenarios and explore the cache scenario and online business of fine coffee.

The significance of opening in the office building is probably to serve the office crowd more conveniently. The store mainly focuses on the fast consumption scene, i.e. the take-out mode of "ordering online, i.e. buying and leaving." Through the digital ordering of Mini programs, consumers only need to go to the store to pick up or take out after placing an order. SeesawMini, like its name "Mini," is not very large, but the location is very good, there is no seating, but the facilities are in place.

Seesaw has always resonated with users through fashionable peripheral creative products. In April this year, Seesaw launched "Shuangcheng Creative Special Tune" and "Shuangcheng Creative Limited Peripheral" at the same time as the opening of Chengdu Shuangshou Store, adding teapot, rattan chair and hot pot elements to environmental protection bags, coffee cups and fashionable socks.

According to public data, there are about 300 million coffee consumers in China at present, but the total consumption and per capita consumption of coffee are far lower than those of mature markets such as Europe, America, Japan and South Korea, which is expected to support the market of 100 billion yuan and maintain the potential of rapid growth. Frost Sullivan predicts that China's coffee market will grow at a compound growth rate of nearly 26%, reaching 180.6 billion yuan in 2023.

It can be seen that the consumption market of Chinese coffee is still very broad, this industry is just officially started, the fight for "creative coffee" is also continuing, and today's "creative coffee" wants to gain a foothold in the coffee market, except for the creativity of products and store styles. In the past two years, local coffee brands have risen rapidly, innovations have emerged endlessly, and competition in the whole industry has become increasingly fierce.

Local enterprises are also full of innovative marketing methods in marketing, such as live broadcasting, joint cross-border, content cooperation, IP creation, etc., expanding brand stories, thus realizing brand out-of-circle. In the face of the opportunities in the current coffee market and the continuous entry of a new batch of boutique chain coffee brands, how will Seesaw iterate and update, so as to walk out of its own differentiation path in brand, product and marketing?

Image Source: Internet