The success story of Lao Zhang in time Cafe

"I don't want to make myself so dazzling. The process of looking for it is fun. I'm squatting in the corner of the city, waiting for you silently. " Lao Zhang's time Cafe, as he wrote in his blog, crouched silently in a secluded alley in Changchun, the rusty tin lintel was inconspicuous, but there were many guests. About a few streets, imitation of "time" copycat shops have opened more than 20, but all can not compete with Lao Zhang. "the biggest difference between me and others is that I don't have that much heart." Lao Zhang smiled faintly on his thin cheeks.

Lao Zhang is 30 years old. His name is Zhang Jingtao. He graduated with a master of law from Jilin University in 2007. Opening a shop is by no means as simple as "making some money" for him.

Lao Zhang's idea: to open a shop is to express yourself.

Lao Zhang's cafe is full of things from the 1960s and 1970s: there is a 12-inch black-and-white TV on the table, a loudspeaker gramophone in the corner, sewing machines and high-legged wooden stools; large enamel tanks, rough porcelain bowls and all kinds of old-fashioned clocks are listed on the shelves; iron pencil boxes and poorly packed plasticine are hidden in drawers; big fat boy New year pictures and three good student awards are posted on the walls A plaster bust of Chairman Mao was solemnly placed on the table.

"when I open a shop, I actually want to express my attitude towards life: people should live more simply and naturally." Lao Zhang liked the simplicity of that era, not so much lust for profit, not so much lack of faith. When he was in high school, he would go to the secondhand market every week and buy anything from the sixties and seventies that was pleasing to the eye and liked. He came back from most of the furnishings in the coffee shop.

Lao Zhang sometimes makes it: two old yellow wood cabinets are put together horizontally and spread with a piece of old cotton cloth to become a coffee table; a wire spiral plate with several bends, pasted with plain white paper, becomes a simple lampshade. "the simplest things move others the most, and the simplest things are the most powerful. This is exactly what I want to convey. " Lao Zhang said.

In order to convey this idea, Lao Zhang opened a shop three times. In 2001, Lao Zhang, a sophomore, partnered with several classmates to open a "here bar". He went out of business three months later because of differences of opinion. In 2006, when he was a master student, Lao Zhang opened a "time Coffee" alone, showing himself incisively and vividly. Because he went to work in an institution in Beijing when he graduated, he had to transfer the shop to someone else. In 2008, Lao Zhang quit his job and borrowed 500000 yuan to "kill" back to Changchun to rebuild his base industry.

Lao Zhang's management: the perceptual operation that does not follow the commercial law

Renting several ordinary houses, opening up, coupled with unique decoration, in January 2009, "Lao Zhang's time Coffee" was quietly born, there were no commercial outlets around, and Lao Zhang did not do any advertising. He sat calmly waiting for the guests to come while playing with the collection. Lao Zhang has his own theory: "what I do is a very introverted thing, too publicized, which is contrary to the idea I want to convey, and will chill the guests who really like it." Lao Zhang firmly believes that what he likes will also be liked by some people.

People come slowly, 50% of people, as soon as they look at the environment, turn around and leave; the other 50% are very surprised and soon become repeat visitors, regulars, and even "podcasts" here. By word of mouth and network, "time" lived, and then became popular. At 11:00 at noon every day, when Lao Zhang opens for business, there are often guests waiting outside. Lao Zhang's blog is also often followed by guests. Douban online, time's "fan group" has also set up a special group.

Although the number of visitors is increasing day by day, Lao Zhang has never hired a waiter. He hates that the waiter "prompts the guests again and again to force them to spend." Guests choose to sit down where they like, order a drink, and Lao Zhang gently delivers it and leaves; without ordering a drink, Lao Zhang does not rush it even if he sits for a day.

"I don't want to make myself so dazzling. The process of looking for it is fun. I'm squatting in the corner of the city, waiting for you silently. " Lao Zhang's time Cafe, as he wrote in his blog, crouched silently in a secluded alley in Changchun, the rusty tin lintel was inconspicuous, but there were many guests. About a few streets, imitation of "time" copycat shops have opened more than 20, but all can not compete with Lao Zhang. "the biggest difference between me and others is that I don't have that much heart." Lao Zhang smiled faintly on his thin cheeks.

Lao Zhang is 30 years old. His name is Zhang Jingtao. He graduated with a master of law from Jilin University in 2007. Opening a shop is by no means as simple as "making some money" for him.

Lao Zhang's idea: to open a shop is to express yourself.

Lao Zhang's cafe is full of things from the 1960s and 1970s: there is a 12-inch black-and-white TV on the table, a loudspeaker gramophone in the corner, sewing machines and high-legged wooden stools; large enamel tanks, rough porcelain bowls and all kinds of old-fashioned clocks are listed on the shelves; iron pencil boxes and poorly packed plasticine are hidden in drawers; big fat boy New year pictures and three good student awards are posted on the walls A plaster bust of Chairman Mao was solemnly placed on the table.

"when I open a shop, I actually want to express my attitude towards life: people should live more simply and naturally." Lao Zhang liked the simplicity of that era, not so much lust for profit, not so much lack of faith. When he was in high school, he would go to the secondhand market every week and buy anything from the sixties and seventies that was pleasing to the eye and liked. He came back from most of the furnishings in the coffee shop.

Lao Zhang sometimes makes it: two old yellow wood cabinets are put together horizontally and spread with a piece of old cotton cloth to become a coffee table; a wire spiral plate with several bends, pasted with plain white paper, becomes a simple lampshade. "the simplest things move others the most, and the simplest things are the most powerful. This is exactly what I want to convey. " Lao Zhang said.

In order to convey this idea, Lao Zhang opened a shop three times. In 2001, Lao Zhang, a sophomore, partnered with several classmates to open a "here bar". He went out of business three months later because of differences of opinion. In 2006, when he was a master student, Lao Zhang opened a "time Coffee" alone, showing himself incisively and vividly. Because he went to work in an institution in Beijing when he graduated, he had to transfer the shop to someone else. In 2008, Lao Zhang quit his job and borrowed 500000 yuan to "kill" back to Changchun to rebuild his base industry.

Lao Zhang's management: the perceptual operation that does not follow the commercial law

Renting several ordinary houses, opening up, coupled with unique decoration, in January 2009, "Lao Zhang's time Coffee" was quietly born, there were no commercial outlets around, and Lao Zhang did not do any advertising. He sat calmly waiting for the guests to come while playing with the collection. Lao Zhang has his own theory: "what I do is a very introverted thing, too publicized, which is contrary to the idea I want to convey, and will chill the guests who really like it." Lao Zhang firmly believes that what he likes will also be liked by some people.

People come slowly, 50% of people, as soon as they look at the environment, turn around and leave; the other 50% are very surprised and soon become repeat visitors, regulars, and even "podcasts" here. By word of mouth and network, "time" lived, and then became popular. At 11:00 at noon every day, when Lao Zhang opens for business, there are often guests waiting outside. Lao Zhang's blog is also often followed by guests. Douban online, time's "fan group" has also set up a special group.

Although the number of visitors is increasing day by day, Lao Zhang has never hired a waiter. He hates that the waiter "prompts the guests again and again to force them to spend." Guests choose to sit down where they like, order a drink, and Lao Zhang gently delivers it and leaves; without ordering a drink, Lao Zhang does not rush it even if he sits for a day.