Chinese coffee chain joins to investigate the first generation of coffee chain brands

The earlier domestic coffee chain brands, which can also be called the first generation of coffee chain brands, are mainly "Shangdao Coffee chain" created by Mr. Chen Wenmin, and later many coffee chain brands named after "* * Island". The main layout is more in the southern cities, characterized by a soft decoration environment and more middle-aged customers. The products mainly use Taiwanese style siphon pot to make coffee and Chinese and Western meals.

This is followed by what can also be called the second-generation coffee chain brand, which entered China in 1999, and the American "Starbucks" coffee brand represented by Beijing Meida Company (no franchise, direct operation). The storefront is in direct operation and the layout is mainly in big cities. The products we operate closely follow the fashion trend, showing us the attractive espresso with American service and management mode, which has attracted a large number of young white-collar workers. The characteristic is that the decoration environment is lively and fashionable, and the coffee taste is very suitable for Chinese people who are not in contact with coffee soon, with obvious American fast food service style. It is no exaggeration to say that Starbucks reshuffled the domestic coffee shop chain market thoroughly, making countless Chinese realize that the original cup of espresso is not as simple as we originally saw and imagined. Coffee beans were ground within 2 hours and poured directly into the dustbin, because the aroma of the coffee powder was drank away by the air, with the help of very professional and expensive Italian equipment, superb and accurate blending technology, and so on.

In the face of the rapid growth of China's coffee market, Winnie Town came late. Fortunately, Winnie Town came prepared. When some brands could not bear the loneliness and quickly solicited franchisees, Winnie Town just silently did market research and improved the brand concept and details. From August 8, 2005 to July 8, 2007, Winnie Town officially registered in the State Administration of Industry and Commerce to join the chain. Over the past two years, we have spent a lot of energy working with Tsinghua University, Peking University and domestic senior business negotiators in Venice to study, negotiate and negotiate, first of all, to attach importance to the affinity and reputation of the Venice town coffee brand. Just like getting in touch with a lover, you will like her more and more as you get to know her better. Her connotation is almost as perfect as her name. This is our dream and pursuit. Although today, when many coffee brands join in such a lively day, we still remain quite calm in the face of uneven franchisees. We know very well that the real competition of coffee brands in the domestic market has just begun, and who can have the last laugh? it is far from being determined by the current market pattern. In fact, what kind of franchisee a brand chooses in the early stage has determined the growth space and brand value behind the brand. The town of Winnie has already felt that more and more customers are willing to walk into the cafe. Of course, we feel even more that most of these customers who walk into the cafe are not as blind as they used to be. They have their own consumption concepts and values. The reason why they still come to spend today and do not abandon a cafe does not mean that these customers like the shop very much, or even betray it. But after a long turn, I found that they were all similar, similar environment, style, products and services, except for the sign at the front of the door.

The town of Winnie, with the label of the third-generation coffee chain brand, has come. We abandon the extremely vulgar luxury and dull design style, strive to introduce vividly and perfectly integrate with the brand image, and are rich in the unique charm of the town. if you don't drink junk coffee, steak, pizza and other products that will be sprayed directly on your face by foreigners, you must strive for excellence and unparalleled quality and details. In management, we combine the international standard mode with Chinese management thinking, and advocate a brand-new communicative interactive service in service. Take the promotion of customer value, employee value and brand value as the strategic idea of management. Before the launch of the Winnie small town coffee chain, we, together with professional research agencies, conducted an 8-month survey on the current market situation and customers of coffee chain stores in major cities in China. This survey is very interesting. We investigated several of the same questions about our brand to the head of the chain store and the customers who came to spend (20murine 35-year-old as the target). The following answers account for more than 90% of the survey.

Chain store questionnaire survey:

1. Do you think your coffee shop provides customers with coffee, service or taste?

A: coffee and meal, of course

2. What level do you think your current professional knowledge compares with other coffee shops and foreign countries?

A: I seldom drink coffee. Our clerk has received professional training, which is very good.

3. If other coffee shops are opened around you, and the brand has a strong advantage, how do you adjust it? have you ever joined the headquarters to deal with it?

A: send out more flyers! The headquarters has left us alone. of course, we have not contacted the headquarters for a long time.

4. If you were allowed to open another coffee shop, would you choose your current brand store or re-choose another brand?

A: I haven't thought about it yet, but I certainly won't choose the current brand.

Consumer psychology survey:

1. When you go to a coffee shop for consumption, do you value the coffee, service or taste most?

A: taste and feeling, of course.

2. What do you think is your current level of coffee drinking? Compare with foreigners! Ha ha?

A: ha ha! I can't compete with foreigners, but the coffee sold in many stores is really poor.

3. If there is another coffee shop in this city: the Italian style "Winnie town" coffee shop, would you like it?

A: Oh! I really like Winnie Town. I don't know what the coffee tastes like.

There are more and more cafes in this city.