Yin Feng, the Wings of Coffee: about his Coffee Entrepreneurship

As usual, Yin Feng was having dinner at Coffee Wing's Shimao department store in Beijing, when a waiter came up and told her, "Boss Yin, a guest wants your autograph, like a college student." Yin Feng went out to have a look. A college student who had just graduated for half a year wanted to ask Yin Feng to sign his diploma.

"how can this work? How can a certificate as serious as a diploma sign my name! " It is hard to resist the kindness. Yin Feng took a picture with him.

This is not a strange thing for the shop assistants here. Their boss is not only an entrepreneur, but also a star. Since the popularity of Tianjin Satellite TV's "it must be you" program, Yin Feng has become the spokesman of Coffee Wing, and her name is even louder than her company. "there was a pair of father and daughter in Xinjiang who spent more than a year using the color pages of various fashion magazines to assemble a colorful vase as tall as me and sent it to the company. The spelling on the bottle was" I love Coffee Wing Fairy Sister. " Yin Feng said with great emotion.

Beautiful, temperamental, well-known, and a chain catering entrepreneur with more than 20 stores and 50 franchises, this itself has become a transmission point that can be detonated in the new media era. Yin Feng, who is called "Immortal Sister" by fans, his favorite sentence is Chen ou's confession in that famous advertisement: "you only smell my perfume, but you don't see my sweat." There will be questions and ridicule on the way, but so what? "

"on the face of it, I am rich and gorgeous, but first of all, I am an entrepreneur and work in the most grounded service industry." Yin Feng said, "Coffee Wing has come to today because of the persistence and dedication of the team and me."

There are three kinds of people around you: rich and handsome, local tycoons and losers.

Since joining the "must be you" BOSS group, Yin Feng has set aside six days a month to record programs, recording two episodes a day from 9 a.m. to midnight, and now has more than 500 episodes. In the BOSS regiment, which is dominated by male bosses, Yin Feng gives the audience the impression that he is "reasonable, advantageous and disciplined": he likes to consider problems from the standpoint of job seekers and is not so aggressive.

When Yin Feng joined the show in 2010, Coffee Wing had only 14 stores in Changsha and had not really stepped out of its Hunan base camp. But with the popularity of "must be you", more and more people know about Coffee Wings, which creates a strange paradox: fame is famous, but customers can't find the storefront.

"especially Beijing and Tianjin, the former is the capital, and most of the bosses' companies are also in Beijing, so they have a lot of influence, while Tianjin is the 'mother's home' of the 'must belong to you' program, with extremely high ratings." "since 2012, we have been considering moving our management headquarters to Beijing, using Beijing and Tianjin as the starting stations for Coffee Wings across the country," Yin said. "

Yin Feng chose Shimao Department Store as the first store in Beijing. What she values is that this site is located between the industrial sports and Sanlitun, and is the "distribution center" of Beijing's new consumer culture. But when she discussed moving in with the person in charge of World Trade Real Estate, she was told that the renovation of the store must be completed within two months. Yin Feng said no problem and guaranteed to check in on time.

After signing the contract, the responsible person invited Yin Feng to dinner and asked slightly uneasily, "Miss Yin, is Coffee Wing your main business or a sideline?" Yin Feng said, of course, it is the main business. He has been doing it for 12 years. "that's good. I always watched you on TV and thought it was a star playing with tickets! I'm really worried that Coffee Wings will affect the speed at which we open our shop. " In the end, Coffee Wing was decorated in only 50 days and became the first catering company to enter Shimao Department Store.

What makes Yin Feng laugh and cry all the time is that many people think that Coffee Wings was born after "it must be you". "when we enter the northern market, it's a bit like the way Niu Gensheng did Mengniu: do the market first, and then make the product." 'but after more than 10 years of operation and exploration in Changsha, we have actually accumulated enough experience, 'Mr. Yin said.

2013 was the only year in the history of Coffee Wing that did not open a direct store, because in that year they received 50 franchisees. "although under the same brand, the expansion and management methods of direct operation and joining are very different for the chain industry. I am worried that it will be too challenging for us to do both at the same time, so I suspended the direct operation last year and concentrated on joining. To put it bluntly, it is to explore how to better establish the service system and management system of Coffee Wing, and operate through data, rather than simple human input." Yin Feng said.

In the "must be you" BOSS group, Yin Feng is the boss of Bai Fumei, and the other male bosses around her are basically rich and handsome, while the people she deals with most every day are actually employees or partners. In Internet terms, these two types of people are either "losers" or "tuhao". In other words, Yin Feng has to constantly switch between several working modes.

Yin Feng came from a family of revolutionary cadres and was a lady from an early age, so when she became the boss, she was still used to being "serious". After opening several stores in Changsha, with the increase of the management radius, she found that there were often problems in communication with her employees. "I always point out problems to the plate-carrying staff in very professional and polite language, but they don't understand at all, and the problem remains the same after I finish talking." "later, I found out that I had a problem and had to change it and communicate with my employees in a language that they could understand," Yin said. "

In the BOSS Troupe, which is dominated by Internet bosses, Yin Feng believes that his greatest contribution to the program "it must be you" is to change people's understanding of the most traditional industry. "at first, some bosses often laughed at me for running a restaurant, so I hit back at them: how old is your company? Is your company profitable? "

In Yin Feng's eyes, the second contribution is to change the structure of employees in the industry. With the help of this program, Yin Feng attracted a large number of college students who graduated from colleges and universities, which was impossible in the past. "in the traditional concept, the threshold of China's catering service industry is low, and employees' academic qualifications are generally not high, which makes many college students and even returnees flock to it. Is it possible?"

There are many young people who come all the way to Coffee Wing in order to work in Coffee Wing, and some come to Coffee Wing under the escort of their parents and families. "most of today's young people do not have much social experience, it is relatively simple to look at the problem, and they think that the fairy sister looks very glamorous, so I think it must be the same when I enter the Coffee Wings. I usually have a deep discussion with them and let them know that everything has a process, and the brilliance you see is just a result, not a process. It's almost impossible to take shortcuts and only learn the results but not the process." Yin Feng said.

It's not food, it's social.

In Yin Feng's words, her parents are both "old Communist Party members who are both red and professional." the expectation for her is not wealth at all, but a stable and decent job full of scrolls. When Yin Feng volunteered for the college entrance examination, her parents chose the most popular international trade English major for her at that time. As soon as he graduated from college, Yin Feng obeyed his parents' wishes and entered a large state-owned enterprise.

But Yin Feng followed the path of literary and artistic youth in college, so even if he graduated into the system, his friends were still in that circle. At that time, her various "bureaus" in Changsha were basically friends from major local newspapers and periodicals, publishing houses, television stations, calligraphy and painting circles, music, film and television, and other cultural circles. These friends regarded Yin Feng as an important "think tank" in the circle. I just like her with many ideas and ideas.

After working in two state-owned enterprises for several years, Yin Feng, with unlimited creativity, finally couldn't stand it from nine to five and decided to start a business. She said that she liked to read the 21st Century newspaper from the beginning of school, and the concept of chain often mentioned in the newspaper attracted her, so the first choice to start a business was to join an Italian clothing brand and do it together with a girlfriend. Yin Feng is responsible for goods selection and store design, especially the latter, showing Yin Feng's extremely keen business aesthetic. "I think passionately about how to put the clothes in the window, what accessories need to be added to the clothes, and how to constantly adjust and change to attract attention. Over the course of a year, we really made a lot of money. " Yin Feng said.

In 2000, Yin Feng decided to build a cafe. One reason is that it is difficult for them to find a sociable restaurant when they get together: either too noisy or not tonal enough. At this time, there was a newly rising Chinese and Western restaurant in the south, which entered Yin Feng's line of sight. This restaurant is a sign of western food, with enough tonality, Yin Feng quickly signed a franchise agreement with the other side, and it is exclusive.

But as soon as he did it, Yin Feng found that it was completely different from what he thought. Yin Feng, as the boss, is not work at all about cooking, how to design the service process, how to manage the staff, etc. She decided to go to Guangzhou herself and work as an intern at the headquarters. At that time, the boss of the chain told her that she could come, but there were two conditions: one was to wear the overalls of the waiters in the Green Pavilion, and the other was that Yin Feng did what other employees did and could not desert. Yin Feng swore that there was no problem. When she arrived in Guangzhou, she checked into a five-star hotel and went to work the next day.

At the end of the first day, Yin Feng could hardly stand it. When he returned to the hotel and lay tired on the bed, he did not have the experience of walking for such a long time. He had four blisters on his feet and immediately cried with grievance, wondering why he found himself so much pain and began to waver. Do you want to stick to it here all night? I woke up the next morning and thought about it. I chose it by myself. I was embarrassed to go back to work. I gritted my teeth and put on a band-aid and went to work again. In this way, it really lasted for a month. After returning to Changsha, I felt like an expert and full of self-confidence. At that time, the largest and most eye-catching 1600-square-meter curry restaurant in Changsha made a profit.

As a franchisee, the advantage is that it is easy to enjoy the cool under the big tree, and you don't have to worry too much about many things, but Yin Feng is not such a person. She always has all kinds of strange new ideas, which puts a lot of pressure on the people at headquarters. I feel that I am not joining, but that I am creating another brand and opening a direct store. In 2003, when Yin Feng's contract expired, she decided to make a caf é restaurant with her own personality.

The news made many "tuhao" in Changsha ecstatic, because it meant that they were no longer bound by Yin Feng's exclusivity treaty and were free to join the brands she had given up. In a short time, a number of western food cafes put up signs in Changsha City. At that time, a friend asked Yin Feng, aren't you worried?

Yin Feng knows what his core competence is, and that is the circle. The core of this circle is the media people, and they are all famous figures in Changsha and even Hunan. From the leaders of Hunan major television stations to the hosts of star programs, they are Yin Feng's "best friends" for many years.

The venture coincided with Yin Fengsheng's second child, and on the 28th day after delivery, she began to campaign for Coffee Wings and held a number of large-scale events in succession. She first invited famous hosts he Jing and Ma Ke to record "Shop Song" for Coffee Wings. After that, she asked someone to make the song from Japan into a small CD that was not yet popular in China at that time, repackaged it, and made about 10,000 such CDs to give to their friends. At the same time, she participated in the program recording of Super Girl's predecessor, Hunan Satellite TV Star Academy, and invited the final award-winning singer to Coffee Wing, which was packaged in the form of a fan meeting. This series of activities made Coffee Wing quickly become a new landmark in Changsha cultural circle, and many program groups simply regard Coffee Wing as a "royal recording venue."

But with more and more stores and business becoming more and more popular, Yin Feng began to feel confident. In 2006, the bank will auction the downtown office building where her first store is located, with prices starting at less than 10 million yuan for more than 6000 square meters. Yin Feng thought that if he bought it, he could turn it into his own utopia and make it the most fashionable place for petty bourgeoisie literature and art in Changsha. Without thinking about the price, she directly participated in the bidding and finally won the building at a price of nearly 30 million yuan.

When she got back to the company, she asked how much cash could be transferred from the financial account, and the finance told her that it was not enough! At that time, there happened to be two big stores under construction, with a capital investment of more than 10 million yuan. Yin Feng was in a hurry and called his friends one by one to borrow working capital. Although he got a lot of help, there was still a gap. Finally, Yin Feng's sister suggested that the whole family, including his parents, sister and his own property, be mortgaged to the bank before it was settled. "when I saw my parents sign, I burst into tears." Yin Feng said that he only cares about running forward and puts the whole family on the edge of life. He has no choice. Coffee Wings must be done well.

Soon after that, the money from the bank loan was returned to a friend, and then the running water of Coffee Wing was used to return it to the bank. Luckily, house prices in China began to soar at the end of 2006, and the building appreciated unexpectedly. Yin Feng leased some of the floors to a seven-day hotel chain, adding a lot of income.

Through this matter, let Yin Feng realize that being an enterprise must not rely solely on the passion of the brain. Later, the opening cost of Coffee Wing in Changsha was gradually reduced from 10 million yuan to one million, while Yin Feng began to enter the role of manager. It was not until 2012 that Coffee Wing opened direct stores in Beijing and Tianjin, and did not open franchise stores until 2013. "some people have seen me on TV for the past two years, but in fact, we have been building up strength." Yin Feng said.

In 2014, Coffee Wing will launch a new brand: mini Wing, which is a younger and more fashionable brand. Yin Feng said that it is to be the third space besides the work and life of the Chinese people. "Chinese people are more introverted, unlike Westerners, just have a cup of coffee, our social activities always need to use a certain form of media, the reason why Coffee Wing is a curry restaurant is to form social media through the types of food and beverage that Chinese people are used to." What makes Yin Feng proud is that Coffee Wing, as a southern coffee brand, has gained a foothold in the north. "if you look at other pure southern coffee chains, most of them fail."

Yin Feng said that the happiest thing now is to fly, because I can sleep. "it's good for me to sleep six hours a day now, which is only four hours in most cases." A classmate who is now a senior executive of a multinational company once said to another classmate, "Yin Feng is the smallest of our classmates, but do you know why her current career is higher than that of many people?" Because she always wants a result for what she thinks, not only saying it, but also doing it to the end. "