GAW Coffee: when the British petty bourgeoisie "collides" with the Internet Spirit

In the coffee shop industry, the generation has something to do with fashion and tide. In the face of the increasingly majestic tide of mobile interconnection, coffee shops with more and more sharp touch have extended their arms to embrace changes. GAW Coffee, located on the second floor of Yidigang Commercial Center, Xieyang District, Beijing, is one of the latter.

Genius At Work (GAW) food was established in the United Kingdom, known as the "West Point Encyclopedia", was one of the most professional English book tea and celebration cake creators in Britain at that time. With its unique shape and diverse taste, GAW is constantly favored by numerous celebrities and aristocrats, and customized bizarre desserts have become the focus of numerous high-end weddings and celebrations.

Since 2013, the flagship West Point, which originated in Britain, has sailed into China and made landfall in first-tier cities such as Beijing and Shanghai. Among them, GAW's first store in Beijing is located on the second floor of Yidi Port, a new trade center on the East fourth Ring Road. As the "first show" of the GAW brand in Beijing, GAW Yidi Port Store has no lack of psychology and creativity in terms of service and decoration as usual.

It is worth mentioning that, with the continuous development of mobile interconnection technology, the coffee shop at that time was no longer just a place for dining and coffee tasting, but also became a platform for pursuing petty bourgeoisie atmosphere of consumers' internal affairs, tranquility and work. As a result, the relationship between coffee shop and wireless Internet has become deeper and deeper.

That is to say, as the leading brand in the global coffee and West Point industry, GAW is also unable to get around the fetter of wireless Internet, but GAW is not willing to stand apart. Like its own cake, GAW hopes that the wireless network in the store can be diffused with commonness and avoid falling into the rut of homogenization. Out of such concerns, GAW Yidi Port Store opened a deep mutual aid with D-Link, a well-known global network equipment supplier, before the opening of the new Zhang. But it is willing to create a unique native wifi application platform for itself through its latest product, "Smart Wireless" system.

In fact, according to customer needs and "private customization" WiFi service, is the advantage of "smart wireless", through multi-party negotiations with GAW, D-Link has created a set of wireless masking, cloud planning, user drainage, CRM management and other smart marketing solutions.

When consumers enter the GAW store, they only need to use their mobile facilities to scan the QR code of Wechat in the store to quickly access Internet. While consumers enjoy the convenient management of "one click to surf the Internet", GAW's official Wechat also quickly completes fan drainage.

At the same time, based on the "smart wireless" CRM attempt and LBS obedience, when the owner passes around the GAW store again, he will receive active networking requests and the latest activity notice in the store, regarding the Yidi Port Center, which has a radiation population of up to 300000, how secondary marketing effect will undoubtedly trigger wireless business opportunities.

In terms of restaurant management, the cloud design function monopolized by "Smart Wireless" has also roughly helped GAW to achieve opposing plans in many chain stores in China, so that branches around the country can achieve static sharing, neatness and neatness, and how persistently they have made similar and profitable solutions for GAW to a great extent.

As a smart marketing solution that has just been launched, "Smart Wireless" has more value waiting for GAW to continue to explore and practice, and there will be more O2O games in the future. Perhaps it is doomed that the user-centered peripheral price view shown by "Smart Wireless" is the root of the successful operation of O2O in all industries in the period of mobile Internet.