Ten questions about Coffee Wang on the left Bank of Sena

[reporter]: Hello, Mr. Wang, we know that Senna left Bank International Food and Beverage Management (Beijing) Co., Ltd. was established in 2005. Could you first introduce to us the development experience of the brand "Sena left Bank"?

[a]: the first store on the left bank of Senna dates back to 200 years ago. The cafe on the left bank of the Seine adjacent to the Rue Saint-Germain in Paris was an unprecedented era of coffee culture in Paris from the industrial period in the early 18th century to the 1980s. With the further development of China's reform and opening up, coffee culture also follows. Starbucks and costarcoffee are making a lot of money in China. Sober people always know what they do. in the face of the unprecedented opportunity of the Chinese coffee market, Sena left Bank Coffee traveled thousands of miles to China in 2005, and the "Sena left Bank" Group was officially established in Beijing-Zhongguancun. The coffee industry in Greater China officially kicked off, opening nearly 2600 square meters of Chinese and Western hotel stores in Beijing's Happy Valley, and then opening more than 700square meters of Senna left Bank Coffee Brand Image Store in Zhongguancun. To lay a solid foundation for store management and technical personnel training, through the construction of practical talent team, a complete and detailed investment plan has been formulated according to the analysis of different regional markets and consumer groups in hundreds of cities on the mainland. to provide a strong guarantee for brand expansion and support in the future.

[reporter]: which consumer groups are mainly faced by Sena's left bank now? Why did they choose to spend money on the left bank of Sena?

[answer]: Senna left Bank Coffee has formed its own brand positioning through the development of direct stores, combined with market characteristics and consumer needs in different regions of China, which is different from Starbucks' experiential coffee. It has merged the pure business model of coffee from Taiwan, such as Shangdao and cross-strait coffee, and walked out of a set of Sena left bank model-daytime business negotiation, which adapts to different regional markets in China. In the evening, family and friends gather and relax in the third space of the city. Without changing the theme elements of Sena left Bank Coffee, cultivate loyal customer groups through the shaping of consumer environment in different places and different periods. Around 2010, we determined the neoclassical French style, created a noble, elegant and luxurious design concept, and provided a life portrayal for the successful people in the early stage of reform and opening up. Time is changing, consumer mainstream groups are changing, and now Sena left Bank has made a new innovation in the original design style, adopting the concept of return, and fully shaping the pastoral scenery of the European garden indoors on the basis of building a traditional European compound leisure cafe. We find that such an environment is more in line with the needs of the 1970s, 1980s and 1990s. It is this business philosophy that we provide a more relaxed, respectful and experiential environment from decoration to product positioning to service, so that different customers can find the needs of their own consumption environment. I think this is the direct reason to attract loyal customers to spend coffee on the left bank of Sena.

[reporter]: we find that more and more Korean coffee brands have entered the Chinese market, and non-price competition such as service efficiency and service innovation has become an important aspect of competition among enterprises in the same industry. What are the characteristics of Sena left Bank in this respect? how can you stand out in the industry?

[a]: as we all know, coffee culture originated in western countries. With the recent arrival of foreign coffee brands in China, I think this is a good thing in terms of the development of the industry, which proves that China's coffee market is still expanding. The market demand is still large, which means that the spread of coffee culture in China has just begun. But I personally think that coffee brands that really survive in China must be integrated into Chinese culture, which is different from the traditional western coffee management model, from decoration to food to service, every detail must permeate Chinese cultural elements. We can't just consider the current trend, because coffee is not a fashion fashion, it is a way of life, just like the tea culture in China for thousands of years.

[reporter]: how many outlets are there in the left bank of Sena at present? what are the plans for channel expansion in 2014?

[a]: at present, the domestic group companies are mainly divided into five regional direct-operated physical online stores: such as North China-Beijing; Northwest-Xi'an; Southwest-Kunming; East China-Shanghai; South China-Shenzhen; as decided by the board of directors, this year, the group will continue to invest deeply in the development of its own direct stores to promote the development of surrounding regional cities with central cities and expand brand market share. At the same time, in order to meet the service needs of franchisees in different regions, to provide strong brand backing for post-service, fully demonstrate the brand reputation and awareness!

[reporter]: can you introduce us to a classic regional joining case, or a very successful investor case after joining Sena left Bank?

[answer]: , these stories are many, and they are also part of my own sense of career achievement. Sena's left bank often takes some strong cooperation models, such as "Jiangsu Tianren Construction Group", "Beijing Everbright Bank", "CCTV" and so on, but there will also be some partners who know nothing about the coffee industry and are faced with a 360-degree career change, such as XXX in Zhoukou, Henan Province, on the left bank of Sena. His first store opened three years ago. After two years of hands-on operation and strong support from the headquarters, the second one opened in May last year. Every time we met at the franchisee conference, we chatted like old friends. From an unknown building materials marketer to the leader of the Sena left bank coffee and western food industry in Zhoukou, I believe he has a more sense of career achievement than I do. Of course, he has also harvested a lot of RNB at the same time.

[reporter]: what preparations do investors need to make to join the left Bank of Sena? The company's choice of franchisees is mainly considered from several aspects.

[a]: for the partner headquarters has a set of very strict audit standards, first of all, we need early communication, face-to-face communication, through field visits, both sides must agree with each other the business philosophy of Senna's left bank brand, keen on the coffee industry, in line with the "win-win, gratitude, respect" cooperation concept is the basic premise, joint management of one thing is the goal Through actions, the two partners become part of the spread of Chinese coffee culture and realize the dream of every coffee maker. Secondly, considering different markets and formats in different regions, we should consider the operating area, product positioning, return on investment and so on.

[reporter]: listen to the company's threshold for the examination of franchisees is not low, then for qualified franchisees, what support policies can the company give?

[a]: since the establishment of Sena left Bank Group in 2005. It was not until 2009 that we orderly opened some areas to do chain franchise. because before that, we spent five years to do four things: 1, to set up a coffee research center; 2, research and development of dishes; 3, direct stores to build a professional management team; 4, to create a unified image of the brand. Up to now, Senna left Bank Group has been established for nine years, training actual combat personnel team building through direct store management, using professional market sensitivity, professional management process, and operation process accumulated for nine years to help each franchisee successfully operate a storefront. I don't think this will be a very simple thing, and it is also the main factor for the success of franchisees.

[reporter]: in the area of brand promotion, will the company make greater efforts this year?

[answer]: this is a good question. After nine years of development in Senna left Bank, there is no doubt about the share of Senna left Bank Coffee in the domestic industry. this year, Sena left Bank cooperated with CCTV to promote brand strategy to enhance its brand value for more than 300 franchisees and direct stores. Provide high value-added services for Sena left Bank Coffee consumers.

[reporter]: what is the company's development plan for the next 3-5 years?

[a]: Sena left Bank has plans to go public in 2013 and is expected to go public in 2017, with the development of 600 direct stores and franchise stores in Chinese mainland. Of course, this requires a more steady development of the brand, so you need to be careful before working with each partner.

[reporter]: can you give some suggestions to investors who are choosing projects so that they can better judge their future career direction and find suitable joining projects?

[answer]: find your own position, do not follow the unrealistic investment, consider the chain industry, need a strong professional group company as the backing, carefully examine the company's background and professional operating time. Interest is the best teacher, focus on the market, focus on the industry, combined with their own conditions, and then consider investment.

[reporter] OK, thank you. I also hope that Sena's left bank can achieve better results this year.