Desk-top coffee takes the lead in China's second and third tier cities

Cross-strait coffee is the leading brand of desktop coffee. (CFP)

Ishiya Coffee opens a shop in Taipei's Minsheng community. (from Ishiya Coffee official website) Starbucks, Costa and other American cafes occupy first-tier cities on the mainland, while Korean-style cafes are emerging as a new force, nibbling away at them step by step, while the desktop cafes that landed earlier and seized the first opportunity, the three major brands on the island, Diou, and both sides of the strait, still occupy second-and third-tier cities, but under the pressure of higher and higher rents on the mainland. The profits of desktop cafes with large luxury storefronts are gradually shrinking and there is almost no room for them.

In terms of consumer evaluation on the mainland, Taiwan cafes are upgraded versions of teahouses, and few come to the door to drink coffee. On the contrary, there are many kinds of dishes, tea is sold well, and they have evolved into Internet cafes, chess and card rooms, and Feel with Chinese tea culture. Also because of the luxurious decoration, the consumption level can be regarded as a place for petty bourgeoisie adjustment.

Table cafe

Selling coffee also sells sentiment.

Yang Jinfa, chairman of cross-strait coffee, is also the president of the Hangzhou Association of Taiwan businessmen. He is a well-known zipper king who does foreign trade in the Middle East, Europe and other places.

Yang Jinfa invested in Shangdao Coffee because of the outbreak of the Asian financial crisis in 2000 and the sharp increase in foreign trade business risks. In 1997, Shangdao Coffee took the lead in entering the mainland market, but this cooperation mode in which the participating shareholders occupied a king's land according to the region, and a trademark dispute occurred in 2003. therefore, Yang Jinfa renamed all the more than 100 coffee restaurants to cross-strait coffee and began brand management.

High-end food is better than American coffee.

The most important feature of cross-strait coffee is that as soon as you enter the door, there will be a big sofa, emotional lights, and beauties playing the piano. Many business people like to talk about business and enjoy delicious food here, and they can also play games and relax after talking about business.

Although it is a coffee shop, the delicacies offered by cross-strait coffee are better than coffee fragrance. Classic dishes such as cross-strait Formosa plastic steak, cross-strait dry-cooked steak, cross-strait teppanyaki and other high-end Western food products, cross-strait coffee follows the profit model of compound restaurants, the construction of a business exchange platform, Yang Jinfa believes that this is where cross-strait coffee most moves consumers.

At present, there are more than 700 large stores of cross-strait coffee in the mainland, with more than 35000 employees. Cross-strait coffee shops have a direct operation-to-franchise ratio of 1:3, with only Hangzhou, Wuhan and Chongqing as direct operators. They are planning to IPO, but once listed, they will all operate directly in first-class provincial capitals.