On the Strategy of Coffee Operation from the Perspective of Culture

The phenomenon of "homogenization" of urban construction is very serious, no matter where the city is almost the same buildings, the same streets, the loss of its due characteristics. This is caused by the city-building movement caused by the excessive pursuit of GDP. At present, in order to get out of the strange circle of "homogenization", urban construction must rely on the construction of urban cultural landmarks.

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Mention a city, think of a place, this is a landmark. Beijing's landmarks are Tiananmen Square, the Great Wall, Wangfujing and the Bird's Nest, Shanghai's landmarks are Oriental TV Tower and Expo Park, and Guangzhou's landmarks are Zhongshan Park and Huanghuagang.

Cultural landmark refers to the existing cultural depository excavated from history, the habitat of historical and cultural elements, and the "spring" through which history conveys information to modern people. The construction of cultural landmarks in a city is an important way to increase urban soft power, which has the characteristics of virtual economy, that is, to meet the needs of people's spiritual life to the maximum extent, and plays a great role in promoting the development of tourism economy.

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A great commercial organization must have a historical vision, stand on the height of virtual economy, and manage its own brand into a cultural landmark of the city.

Take the West Coffee in Zhengzhou, Henan Province as an example, the boss is five post-80s returnees. Starting with large factories, they are determined to be the most authentic western restaurant in Henan and create a way of life in the western suburbs of the city. At present, their main operating income comes from western food, and in the future, they will derive more profit models.

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If you simply meet people's physiological needs, there is no difference between western food and Chinese food, until the customer is full. The coffee industry, generally to give psychological needs, implication, environmental experience and psychological experience have also become part of the product.

General cafes are either located in the eastern suburbs of Beijing, where the embassy area is dense, or in the university town near College Road, which is planned according to the gathering of customers and business needs.

On the other hand, Western Coffee has not chosen to live in the western suburbs of the more remote cities, neither in the gathering areas of foreigners, nor near the universities with dense colleges, not even in the business district. Why should they survive in the market?

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If Western Coffee is made into a cultural landmark of Zhengzhou, Henan Province, the situation will be reversed, attracting people to this remote place, which of course depends on the mode of operation of the virtual economy.

The final result of virtual business is that friends who are far away or even overseas will immediately think of western coffee when it comes to Zhengzhou, Henan Province. It is a place with a story, either a warm experience, a romantic experience or a cultural experience. So, how to build a new cafe into a cultural landmark that people yearn for is undoubtedly realized by the infrastructure media in the virtual economy.

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What are the elements of Western Coffee for mining? Is there any element worth spreading about a German returnee who works as a cafe in a city in the Central Plains? Apparently there is. Germans are famous for their conscientiousness and dedication, and Western restaurants, which even Germans are flocking to, are undoubtedly the best. From this, we can say that a kind of authentic German coffee sold in western coffee combines German culture. The entrepreneurial story of a young man studying in Germany resolutely returning to his hometown to set up a cafe is dramatic in itself.

At the same time, partner Xiao Ai's love and protection of Yunnan minority culture has become another element of the spread of cafes, saving the soon-to-be-lost intangible cultural heritage and handicraft cultural heritage, so that foreigners who come to taste authentic western food can feel the cultural diversity of Chinese ethnic minorities in the central cities, which is undoubtedly novel and has the conditions to spread. At the same time, making coffee by hand is also an alternative experience. Making a cup of coffee for your loved ones not only adds the pure natural elements of handwork, but also adds the beauty of human nature.

Everyone in Western Coffee has stories worth digging. The problem is that these stories must be condensed under a value system in order to achieve a central variety of expressions.

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Western Coffee urgently needs to solve the problem of value system, because it is the fundamental foothold of all actions. The value system is at the top of the western coffee brand, and its secondary composition is the brand center, the experience center and the media center.

The brand center of Western Coffee consists of two parts, one is the management and operation of the physical store of 7000 square meters of Western Coffee, and the other is the operation of the online virtual store of infinite square meters. The physical store is the basis of the virtual store, and the virtual store is the expansion of the physical store. Through the operation of physical stores, establish a set of opening system and brand manual of Western Coffee, as the basic copywriting of joining, develop the production technology, supply plan and training methods of Western Coffee, not export capital, but only export management ideas and methods. When the national franchisee flocked to the time, it can be said that the West Coffee won the initial victory.

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The main purpose of the West Coffee experience Center is to make differentiated experiences. There is no doubt that the most important experience is the authentic coffee imported from Germany. In Zhengzhou, Henan Province, you can enjoy the authentic coffee from Germany, which is undoubtedly a special experience enjoyed by foreign friends in Zhengzhou, which brings them back to their hometown.

Saving the intangible cultural heritage of the dying Yunnan border and paying tribute to the original handicrafts that are about to disappear is a collision between Chinese and Western cultures, tasting authentic German coffee and appreciating China's ancient minority culture. this is the most special experience of every foreign friend in Zhengzhou.

When a friend is on a business trip to Zhengzhou, what kind of wonderful experience would it be if he could receive the hot coffee delivered to the hotel by the western coffee, or come to the western coffee and see the western food customized by his friend in the mysterious experience? This is like a song station, coffee and time are carriers, it carries a kind of concern and blessing.

The pressure of city life makes people want to escape. Western coffee gives people a place to reduce stress, where there are enthusiastic little mushrooms to make coffee for you. When steaming coffee is served, you can enjoy it alone. You can also go into the "living room" of the agency and talk to small mushrooms, small Ai and uncle about what happiness is. After all, they know best how to make happiness with coffee. Experience so much, and so on.

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The main task of Xika Media Center is to tell stories and sell stories. Western Coffee should be a new representative of all-media communication, setting up seven departments: text center, picture center, film and television center, network center, new media business department, activity planning department, and international liaison department.

Constantly creating cultural themes in line with people's value orientation and manufacturing cultural products is the only way to excavate stories and extract value. For example, when Father's Day is coming, we can plan our father's back coffee sketch contest and the wedding in Qixi Festival's coffee shop on Valentine's Day. You can also set up a living room for celebrities from all over the country in the Xika Center. no matter their friends or themselves, as long as they go to Zhengzhou on business, they can meet guests in Xika, which is responsible for entertaining as well as relatives.

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In order to make the West Coffee in the commanding height of the country, the establishment of the West Coffee Research Institute is the only way, mainly responsible for the world coffee beans and production technology research, the national coffee industry authoritative ranking release, similar to Dianping Network.

We know that ranking is the quickest way to achieve the commanding heights of the industry. The establishment and promotion of the ranking list has enabled Western Coffee to gain professional power from a coffee operator to a coffee industry rule maker and coffee quality critic. Xicha Research Institute organizes regular coffee tasting and ranking release meetings every year to further expand its influence.

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All marketing is to create an atmosphere, and all the real economy comes down to the operation of capital. However, capital is not so easy to understand.

If we want to know the secret of capital, we need to find out the general classification of capital. In economic circles, capital is generally divided into three categories: monetary capital, social capital and intellectual capital.

Monetary capital is the sum of money invested in the cause, and it is a visible and tangible value carrier. It is also a widely recognized capital, which is most easily believed in the market. Social capital is the value generated by connections, which is also an indispensable resource in today's society, and this kind of capital is relatively easy to realize. As the name implies, intellectual capital is the capital invested by strategy, which is invisible and untouchable, so it is not valued. As intellectual capital is difficult to measure, a lot of intellectual capital is lost in vain, which is a lose-lose result.

Reading the Romance of the three Kingdoms, we know that when Liu Bei heard that after lying dragon and Phoenix chicks won the world, three Gu Maolu invited Zhuge Liang to come out of the mountain, and later did everything possible to get chicken chicks, thus establishing the potential of tripod. This is the ancients' attention to intellectual capital. Today, people are not as far away as the ancients, in order to achieve a career breakthrough, we must establish a mechanism to gather more intellectual capital, a wolf is better than a flock of sheep, the realization power of intellectual capital is also very great.