On the Industry Enlightenment brought by the closure of "Coffee with you"

In the recent period of time, the biggest news in the field of domestic chain franchise is the continuous closure of the well-known coffee brand "Coffee with you". Many people did not expect that the once amazing expansion momentum of the brand, which once aimed at "breaking thousands of stores in 2015 and planning to land on the new third board", had fallen into such a declining situation almost overnight. In addition, due to the astonishing expansion of "Coffee with you" in China, it also involves the interests of a large number of franchisees, causing a lot of shock within the industry. So, what happened to this fast-growing brand ushered in such a disaster?

According to the analysis of many industry experts, the reason why "Coffee accompany you" has come to this situation is directly related to its poor internal management. First of all, due to the excessive pursuit of the speed of brand expansion, the examination of franchisees is in vain, resulting in the emergence of a large number of unprofitable storefronts, which has become a burden for the healthy development of the brand. Secondly, it did not establish its good ownership structure. According to people familiar with the matter, "Coffee accompany you", as a foreign brand that originated in South Korea, did not properly deal with the ownership structure of the joint venture at the beginning of its entry into China, so when the brand development encountered problems, South Korea took the lead in withdrawing funds for self-interest and regardless of the overall situation, which greatly affected the operation of coffee company in China and further worsened the situation that was not optimistic. Under the mutual influence of these two aspects, the business situation of "coffee accompany you" has entered a vicious circle and finally ushered in self-destruction.

As a well-known chain brand, "Coffee accompany you" into today's dilemma, has also had a very great adverse impact on the industry as a whole. On the one hand, the incident has dealt a great blow to the confidence of domestic catering enterprises. After witnessing this process, many enterprises have become very conservative towards the introduction of foreign catering projects. On the other hand, for those investors who intend to enter the catering industry, the incident undoubtedly had a very bad impact, thus making the investment market re-enter a highly wait-and-see stage.

So, after "coffee accompany you" has had such a big blow to the industry, is there no reliable brand project in the catering field? The answer is, of course, no. As mentioned above, the failure of "coffee with you" is closely related to its unreasonable business strategy. Therefore, as long as we can avoid these risks and establish a scientific and sound development mechanism, we will be able to give full play to the advantages of the brand.

As an excellent brand with strong comprehensive strength and good reputation in the catering field, the pioneer Korean food beside the rice character has adopted a completely different policy and strategy in the direction of brand development. For brand expansion, the pioneer Korean food next to the rice word pays more attention to the accumulation of quality rather than the leap in quantity. For each joining store, the pioneer Korean food beside the rice word will conduct a comprehensive advance inspection, make a reasonable evaluation on the market scale, geographical conditions, financial strength and other aspects, review the investors' own conditions, and then give reasonable suggestions on the scale of the store. In addition, the pioneer Korean Food beside the rice character will also conduct a full range of technical teaching and training on the newly opened stores, from the marketing system to the service guide, which fully covers the areas to be contacted by the store operation. ensure that the consumer experience of each store is consistent. In addition, in view of the vast majority of investors, the phenomenon of lack of operational experience, the pioneer Korean Food beside the rice word has formulated a unified management system, from the setting of employees' salary stalls to the detailed rules of warehousing management, which fundamentally solves the problem of investors' lack of experience.

From another operational point of view, the pioneer Korean food beside the rice character has not made the serious mistake of "coffee accompany you", that is, the ownership structure of the enterprise is loose, although the project itself was introduced from South Korea, but the development of the pioneer Korean food beside the rice character in China is completely led by Beijing to inject the heart into the Food and Beverage Management Co., Ltd., since its establishment, the enterprise has always focused on small and medium-sized catering chain operation. After continuous development, it has become one of the most trusted small and medium-sized catering operators and service providers in the domestic industry. Therefore, compared with the lack of understanding of the Chinese market by foreign capital and the lack of experience of domestic capital, the pioneer Korean food can be regarded as accurate in the field of domestic catering. Now, the number of stores operated by the company has spread over 20 cities across the country, and all of them have a good reputation in the market, and have won the honorary awards such as "World Food FoodReport" 2014 Beijing Zhiwei Restaurant Election "Best Asian Restaurant of the year".

As the operator of the pioneer Korean food beside the rice character, Beijing Xinxin Food Management Co., Ltd. will not only "inject the heart" as the enterprise name, but also regard it as the cultural essence and code of conduct of the enterprise. It is under this exquisite concept of "injecting the heart" that Korean food, a pioneer beside the rice character, has gradually gained a firm foothold in the domestic catering market and has grown into a reliable and excellent brand. We believe that under the guidance of this spirit of "injecting the heart", excellent brands will continue to emerge in the domestic catering market, gradually eliminating malformed brands such as "coffee with you", thus making the overall market environment better and the prospects of the industry more beautiful!

(source: Qilu Evening News)