Challenge Starbucks, small coffee can make a big difference.

The coffee industry is accelerating into a stage of high prosperity, so the practitioners of the coffee industry are facing unprecedented pressure and challenges. Starbucks in an absolutely strong situation, other coffee practitioners with what to compete with Starbucks?

Each has its own way: fight for channels, business, and mode.

For the operation of the chain catering industry, many businesses still adhere to the core strategy of "channel is king". We will find a wonderful thing, if you see a McDonald's, then congratulations, there must be a KFC waving to you not far away. For practitioners in the coffee chain industry, the same phenomenon will be done. If you see a Starbucks, you will see at least two or more coffee shops smiling in the distance. When COSTA2008 entered China in 2000, it said that the location strategy was "close" to Starbucks, and in the three years since it entered China, the number of stores has reached 25 per cent of the number of Starbucks stores in 12 years. However, COSTA's radical action has not shaken Starbucks' leading position, but can only be regarded as a healthy competition in the coffee market.

So, with the popularity of Korean TV dramas, more and more young people begin to pay attention to the trend of Korean Wave. Including clothing, makeup, beauty, and even "fried chicken beer" have become the first choice of fashion nowadays. Korean coffee shops quickly spread all over the streets at about the same time. Cafes such as MANGO SIX, MAAN COFFEE, ZOO COFFEE and Caffebene, which are all over the streets of South Korea, have now become cafes on the streets of our major cities. Represented by ZOO COFFEE, ZOO's business model and business philosophy are very different from each other. Its unique concept of animal-themed coffee shop enables customers who have consumed the store to remember the brand quickly, and at the same time, it will trigger consumers' curiosity, thus causing spread. But ZOO has far fewer stores than other brands from South Korea, so it will take a lot of work to find such a store to experience it.

From the perspective of the pattern, MAAN CAFFEE undoubtedly dropped a blockbuster for the coffee chain industry. Its large-scale store opening, single-family operation model, and ultra-high customer stickiness all caused a lot of repercussions in the coffee industry. Ultra-high customer stickiness does not necessarily bring high income, but in the incomparably prosperous store marketing from the outside, the real situation inside is a very low turnover rate and square meter output, which leads to the same problem of turnover in the process of expansion. behind this seemingly prosperous, there are a lot of hidden secrets.

If a fried chicken beer combination of "you from the Star" has become a hit with "the first snow, you want to eat fried chicken beer", then the successors are directly popular at MONGO SIX, an unknown cafe. The shop where the heroine works hard is desired by many teenage girls, but the same problem is that MONGO SIX is rare in China, so if you want to experience MONGO SIX, you still have to go to Korea.

The existence of Caffebene, a coffee shop chain, has caught people's eyes. Because I don't know when, she became no longer a stranger. Caffebene is not as obvious as Starbucks on the street, but whether it is walking in the neighborhood, opposite the office building, or in the tired business circle, there will be a store waiting quietly. In the distance, I saw the human form of the innocent smiling face of the Korean star, waving to you. This experience gives consumers the feeling that it is not ostentatious or ostentatious, with a strong sense of "the smell of wine is not afraid of the depth of the alley". Caffebene will be there whether you come or not, neither arrogant nor impetuous. So, Caffebene such a high speed of opening stores, can not help but make people wonder, what is their profit model? It is understood that Caffebene's No.1 store in China was settled in Beijing in March 2012, and plans to open a thousand stores in 2014, so the number of stores opened by Caffebene has reached that of Starbucks in 15 years in a short period of two years. Behind the rapid expansion, their business model will also cause people to think.

Jungle Law: the strong Diversified Business Breakthrough

With the development of science and technology and the introduction of modern technology, television and newspaper is no longer a single mode of communication, and the rapid rise of mobile terminal Internet and self-media has flattened the world. People's demand is no longer a simple material level of supply and demand, but a deeper level of spiritual needs. The major industries are no longer mysterious, want to enter keywords in search engines, jump out of tens of thousands of pieces of information for you to choose.

In such an environment, if the coffee shop only operates a single coffee restaurant, then its competitiveness will not be able to compete with Starbucks. However, through the author's visit, the senior managers of Caffebene also saw the crisis. Mr. Wang Zhaolong, former president of Starbucks China, now works for Caffebene. He said: "the chain coffee shop market is no longer a single food and beverage FMCG market. In the future development, the requirements for enterprises are more business model, cross-border cooperation, intimate service and more comfortable consumer experience." In the news not long ago, we even saw the cross-border marriage between Caffebene and China Merchants Bank, which cheered up the entire financial and coffee shop industry in China.

China Merchants Bank executives said: "over the years, China Merchants Bank has won the welcome and love of customers through continuous service upgrading and service innovation." China Merchants Bank is very happy to work with you to create a "coffee bank" and create a new banking service experience. Customers can handle banking business in a relaxed, comfortable and pleasant environment of the coffee bank outlets, and they can also drink coffee and talk about the preservation and appreciation of wealth with bank staff like friends, so as to make the service of the bank more cordial and humanized. "

Wang Chaolong said, "Coffee accompany your cooperation with China Merchants Bank has opened a window for cross-border cooperation. We will not only cooperate with banks and other financial industries, but also cross-border cooperation with South Korean clothing, cosmetics, luxury goods, and best-selling goods in the future. Coffee accompanies you in all aspects of life; coffee accompanies you as a bridge to link the dialogue between China and the world." The ultimate goal of our search for cross-border partners is to provide consumers with leisure services that are more comfortable, more convenient and create higher value for consumers. "

Unlimited Challenge: small Coffee creates Big pattern

From the author's point of view, there is a bank in the cafe, and the bank drives into the cafe. Let's not judge who lit up who. As far as this business model is concerned, it is an advanced and bold innovation. On one side is the bank, which provides traditional financial services, and the other is coffee, which provides modern leisure services. The two industries, which seem to be unrelated, are perfectly integrated because innovative services take what they need. This is no longer the traditional cooperation between different industries, the model used by Starbucks and other cafes has become a thing of the past, and the platform of "Coffee Bank" is far more functional than you can imagine. Customers will no longer be limited to cash, finance, financial management, insurance, personal credit and other banking business, customers will pay more attention to the trend information closely related to their lives, such as cosmetics, fashion clothing, scenery, 3C products, etc. which appear in the recent popular South Korean TV series "you from the Star", can easily complete the transaction in the "Coffee Bank"! The customer flow brought by this intuitive mode is rich in customer composition, including the original customer source of the coffee shop, the financial customers of China Merchants Bank, and the consumers who come for fashion products. Once all the above people arrive at the store, they can become members of coffee. This will become one of the scarce and superior resources unmatched by other practitioners.

No matter how the world changes, no matter how the coffee shop industry changes, the author is pleased that more and more people are willing to stand in the front line and think about industry rules and business means from the perspective of consumers. More and more consumers will get more affordable and more comfortable consumer experience. Looking forward to more cross-border cooperation to provide consumers with a more convenient way of life, one-stop service will no longer be a dream.