An exclusive interview and introduction to Wang Yangfa, chairman of Diou Coffee

[Name] Wang Yangfa

[Gender] Male

Chinese

[Nationality] Chinese

[Position] Dio Chairman

Dio Catering Management Co., Ltd.

Wang Yangfa was previously one of the founders of Shangdao. In 2001, he opened his own cafe called Dio in Shanghai's Qingpu District. Since then, Jiangnan, North China, Beijing, Yunnan, Hunan, Jiangxi, within 3 years, he opened this European-style coffee shop all over China, in 2004, Diou coffee headquarters was established in Suzhou, in 2005, he built logistics base, opened Diou food factory, furniture factory and decoration company. Dio already has about 800 stores, and he thinks more can be opened in the future.

Dio Coffee is one of the well-known restaurant chain brands under Dio Catering Group, and is the leader in China's compound leisure restaurant coffee category. Since the establishment of its first store in Qingpu, Shanghai in January 2002, Dio Coffee has always adhered to the elegant Eurasian flavor and the core values of "integrity, respect and care", becoming a quality model in the coffee industry and gaining wide recognition and praise. At present, Diou Coffee has opened more than 400 stores nationwide, covering more than 100 cities in more than 20 provinces, autonomous regions and municipalities directly under the Central Government of China. It has the support of a strong franchisee team. The three branches are located in the north and south, supporting each other. The key to the success of the Dio Coffee brand lies in its dedication to product quality and service quality, as well as its elegant environment and humanistic Eurasian coffee culture. More than 10,000 Dio coffee people in China pursue the service standard of Dio coffee with customer satisfaction as the purpose, create a Eurasian coffee culture atmosphere with Chinese characteristics for customers, and create one "love cafe" after another. Dio, which won the title of "China Famous Trademark", knew the importance of quality management from the beginning. In 2003, Dio took the lead in introducing ISO9001 quality management system when the domestic coffee chain brand just started, and was the first brand in the domestic coffee chain industry to obtain this certification. Dio Coffee also knows that consumer demand is the biggest responsibility of the enterprise, from the careful selection of materials, strict control of product production process, to "service before the customer opens", all employees follow the requirements of ISO9001 quality management system, uphold the concept of "sustainable management, lifelong learning, service-oriented", and build a common spirit of Dio Coffee. In 2006, Dio Coffee stepped up to a new level, working with Oracle, the world's second largest software company, to develop Dio Coffee ERP project, laying a solid management foundation for future accelerated development. In the same year, Dio Coffee Food Company passed ISO9001 and HACCP(International Food Hygiene Conformity Certification) international double system certification.

Wang Yangfa: Dio is the beginning of the coffee kingdom

Billions of dollars in coffee sales.

On the evening of June 17, 2012, the reporter came to a Dio cafe in Beijing. The iconic green European-style door stood out in the surrounding buildings. As soon as it approached the door, the European-style glass door was opened by a waiter wearing a black vest and white shirt. The pillars in the store were very tall, and the wooden handrail spiral staircase led to the second floor. Oak partitions, cabinets, warm fabrics and tassels, murals, chandeliers filled the space with European flavor.

There are 400 Dio coffee shops like this in the country. In addition, Wang Yangfa, chairman of Dio Coffee, has more than 100 Milo cafes in his coffee kingdom, as well as more than 200 Shangdao coffee management rights in 6 provinces and cities. His "coffee map" includes all provinces of China except Xinjiang and Qinghai.

That means there are about 800 cafes under Dio's name. Starbucks 'goal when it entered China was to have more than 500 stores by 2010.

Among them, Dio coffee direct sales or trusteeship franchisees accounted for nearly 50% of the total.

He was previously one of the founders of the island. In 2001, he opened his own cafe called Dio in Shanghai's Qingpu District. Since then, Jiangnan, North China, Beijing, Yunnan, Hunan, Jiangxi, within 3 years, he opened this European-style coffee shop all over China, in 2004, Diou coffee headquarters was established in Suzhou, in 2005, he built logistics base, opened Diou food factory, furniture factory and decoration company.

A kingdom begins to reveal its outline

"We've been growing more than 30 percent a year for years and there's no sign of slowing down so far." Yang Huasheng introduced. He couldn't say how much the kingdom's annual turnover was,"billions if you include franchisees." Excluding the income from the franchisees, our turnover should be more than one billion."

Since 2005, Dio Coffee has been ranked first among the "Top 100 Catering Industry" by the Ministry of Commerce and the China Cuisine Association.

In 2007, Dio Coffee received a $21 million investment from Carlyle, giving Carlyle a 20% stake in Dio. According to Carlyle's valuation, Dio Coffee was worth more than 800 million yuan at that time.

More than coffee.

"We don't just make coffee, we also make coffee culture." During the conversation, Yang Huasheng has been emphasizing Dio's philosophy, which, in his view, is the most distinctive competitiveness of Dio Coffee.

He did not give any definition of "coffee culture," but told reporters that every detail of Dio, including oak tables and European wall hangings, may be part of this culture, which is closer to a casual atmosphere, a mood, a relaxation. "We've been holding regular events where we want consumers to say what they understand about this culture."

Wang Yangfa's maintenance of his Dio coffee is reflected in every detail. In order to ensure the unity of the chain, in addition to the high degree of unity of the decoration mentioned above, it also includes the training of personnel.

"Every employee receives a lot of training in a variety of ways, including going to headquarters, going to regional branches, in-store training by instructor groups or focusing on learning materials." Yang Huasheng stressed,"Service is particularly important to our industry, we can't relax at all." At least two cleaning staff were present at each of Dio's coffee shops at one point in time, he said.

Unlike Starbucks and other cafes, Dio Coffee sells "more than coffee." In addition to freshly ground coffee, Dio Coffee also sells a variety of Chinese and Western foods. This makes the single purchase here much larger than Starbucks.

The meal is also the "autonomy" of Dio Coffee to franchisees in various regions. "The decoration style of the store is arranged by us, but franchisees from all over the country can add some small menu according to local characteristics, which is encouraged by us." Yang Huasheng introduced.

"More people drink coffee."

Emphasizing this "coffee culture" is an important condition for ensuring the subsequent growth of the coffee shop industry.

"China doesn't have a tradition of drinking coffee, and that's exactly why the market is infinite." Because more people can drink it." Yang explained that even though Dio already has about 800 stores, in his view, more stores can be opened in the future. "We have seven cafes in Huadu, Guangdong Province, and they are all doing well. How many people in a town? The capacity of this market is exploitable."

In addition to maintaining the current growth rate, Dio Coffee began to expand the brand coverage layer. In 2008, Dio Coffee acquired Milo Coffee.

In addition to bringing Dio this brand and more than 100 chain stores, Wang Yangfa's move also brought Dio the right to operate on the island in Guangdong, Guangxi and Yunnan provinces. And it'll take his cafe a long way.