How long can the cafe opened by China Mobile last?
From Sinopec selling gas stations to China Mobile opening cafes, we have once again seen that in today's rapid development of the Internet economy, the value of physical channels has not decreased, but has increased.
China Mobile has opened a cafe, which must have shocked many small partners. In fact, don't be surprised, since coffee sellers can enter communication operations, operators open cafes is also a simple cross-border.
We're all talking about O2O, and a lot of online Internet companies are looking at physical stores, and now operators like China Mobile are joining in. However, many people are not interested in the coffee shop opened by China Mobile, and even think that this coffee shop will not survive for long.
China Mobile Cafe is not for coffee
Since it is a coffee shop, it seems that China Mobile is really moving this time, because this coffee shop opened in Suzhou is cooperating with the famous Korean coffee brand Coffee Gurunaru. The appearance of the shop is quite similar. It definitely wants to seriously sell coffee, not like the purpose of delivering coffee in the business hall.
It is not difficult to open a shop now, and it is not a problem for China Mobile to open a coffee shop everywhere, but most of them are related to entrepreneurship, which is a disguised business incubator, but this time Migu Coffee Shop seems to have nothing to do with "entrepreneurship", mainly for the business experience of O2O, which is an extension of Migu Company's business line.
There is a comment that China Mobile is entering the restaurant industry, and this analysis may be a bit biased. The catering industry does have a large market, but it will not become the future business direction of China Mobile. Opening coffee shops is not to sell coffee, but more to cater to the trend of channel integration and consumption creation into O2O scenarios.
China Mobile's cafes can last a long time even if they burn money
However, according to the introduction, Migu coffee will also create maker space, not only can provide a platform for party communication, but also can give you the space to incubate dreams, which means that Migu will also enter the field of business incubator in the future. If China Mobile really enters the incubator field with this cafe as the entrance, many young entrepreneurs are really blessed, rich real gold owners ah.
In addition, this coffee shop is an independent subsidiary of China Mobile, strictly speaking, it cannot be regarded as a coffee shop of China Mobile, nor does it highlight the logo of China Mobile, let alone for business needs. According to media reports, Migu Coffee integrates various Internet businesses of Migu + in the store, and plans to open 5-10 stores in Beijing and other subsidiaries by the end of 2016, and expand the form and scale of stores, such as independent theme stores, Migu bars, Mini stores, etc. In this way, in the future, many urban petty bourgeoisie can have a place to play games while reading books and drinking coffee.
With such ambition and China Mobile's financial strength, Migu Cafe certainly has no possibility of closing down in the short term. Even if it opens to 10 stores, China Mobile can afford to burn money every year.
Shunfeng "Hey Guest Shop" and Suning "Hi Shop" prove that O2O is not easy to open
Speaking of which, we have to think of the previous vigorous Shunfeng "hey inn". In May 2014, Shunfeng opened its first batch of 518 hotels. As an offline community virtual store,"Hey Guest" does not place any physical objects. Consumers place orders in the store through promotional materials or tablet computers, which are delivered to their homes or picked up by Shunfeng Logistics. At that time, many people regarded "Hey Inn" as the bridgehead for Shunfeng to enter O2O, and many people were optimistic, but the situation since the operation was not good. There have been reports that this way was blocked, and "Hey Inn" was difficult to sustain.
Similar to Shunfeng's "Hey Guest Store", Suning opened "Hi Store" last year, and X-box somatosensory games, children's play area and other experience areas integrating entertainment and leisure were set up in "Hi Store". In terms of shopping experience, users can experience goods online through offline sample display and multi-screen expansion SKU, scan code to buy online payment, pick up goods in stores or choose express delivery. Users can also enter eBuy and local life service websites to select goods and make service reservations through mobile phones and Hi Store touch screen devices, and then enjoy various life services directly online nearby. In fact, Suning's "Hi Shop" situation is more bleak than "Hey Inn".
From Sinopec selling gas stations to China Mobile opening cafes, we have once again seen that in today's rapid development of the Internet economy, the value of physical channels has not decreased, but has increased. No matter how China Mobile's coffee shop operates, it may become a new example of channel integration exploration in the future, and it will also become a new mode of Internet business O2O landing. If the operation is good, if we dare to innovate, why can't we have more blessings while enjoying the operator coffee?
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