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China Mobile Migu Coffee Shop opened in Suzhou: is it messing around or micro-innovation?

Published: 2026-02-04 Author: World Gafei

Last Updated: 2026/02/04, C114-Morning comments on September 22 (Yue Ming) if someone asks you, what does China Mobile do? You must be puzzled, because do you have to ask? People all over the country know that China Mobile is the world's largest operator, tuhao has plenty of money, advertisements are everywhere, business halls are all over the country, and it is a pleasure to invest money to build a network and spend money. You're right. This is China.

C114-Morning comments on September 22 (Yue Ming) if someone asks you, what does China Mobile do?

You must be puzzled, because do you have to ask? People all over the country know that China Mobile is the world's largest operator, tuhao has plenty of money, advertisements are everywhere, business halls are all over the country, and it is a pleasure to invest money to build a network and spend money.

You are right, this is indeed China Mobile, but five years ago; now China Mobile has begun to change careers, and is planning to enter the more competitive catering industry. As an independent subsidiary of China Mobile, Migu opened its first O2O model Migu coffee shop in Suzhou last weekend. What is China Mobile going to do? is it because it has been a tuhao for too long and is out of its mind?

According to Liu Xin, chairman of Migu, Migu is to lead Coffee 3.0 to create an one-stop chain of leisure experience stores. "if drinking a cup of coffee anytime and anywhere is Coffee 1.0, and tasting coffee in a comfortable environment is Coffee 2.0, what Migu Coffee hopes to do is to lead Coffee 3.0, that is, an O2O experience platform that integrates coffee culture, comfortable environment and business interaction. Create an one-stop chain of leisure experience stores."

Migu Coffee No.1 shop chose to open in Suzhou, hoping to get close to colleges and universities and create a real entertainment life base for young people. Migu Coffee is not only a new change to the user's business experience and entertainment, but also an interpretation of Migu's concept of "changing the way". Migu Coffee will also create a space for creators, which can not only provide a platform for parties and exchanges, but also give you a space to hatch your dreams.

Users can fully feel the different coffee era through the LOGO and experience games in front of the store, the beauty coffee machine when ordering meals, the online experience of seating card + pre-meal games + IPAD,4G+WiFi after sitting, and the three-dimensional leisure of multi-functional interactive screen + theme wall + shelf. It has been revealed that in the future, Migu Coffee plans to open 5-10 stores in Beijing and five subsidiaries by the end of 2016, further expanding the scale and shape of the store, including independent theme stores, Migu bars, ministores and other forms.

Some people say that Tu Hao is messing around without doing his job, but in fact, the bosses of China Mobile Group and Migu are very sober, and they are fully aware of the current dilemma. Operators are squeezed by Internet OTT and intelligent terminal manufacturers at both ends, life is already very difficult, and even many bosses have run away. They want to change and innovate, but there are too many rules and regulations in central enterprises, and it is too difficult to change.

As Xi Guohua, former chairman of China Mobile, said, it is difficult to change the general environment, but it is possible to create a small environment on your own in this large central enterprise. And Migu is the "small environment" created by China Mobile. According to previous media reports, China Mobile Group will inject 10.4 billion yuan into Migu over three years, including 7.1 billion yuan in 2015.

At this year's Asian CES exhibition, Migu Culture Company released the "Migu +" strategy, which integrates five major digital content resources: music, video, games, reading and animation. It is also mentioned that Migu Culture will make full use of its online and offline promotion resources, and try to establish offline experience zones and experience stores in various ways, and at the same time cooperate deeply with various channels to provide product packaging capabilities for mobile phones, PC, flat panels, home televisions and car audio.

Ma Jihua, a well-known industry expert, also pointed out that the trend of operator channel cafes had begun to emerge several years ago, and he also elaborated on it for a special article, but unfortunately it did not get the attention of the senior management of the operators. But years later, this has become a reality.

In fact, not only for China Mobile, but also for China Telecom and China Unicom, the three operators have a large number of their own business hall channels in China, and they are all located in prime locations in some cities. But how to use these business halls, whether to do some business to sell a few mobile phones or to think about whether more can be done. Here, Migu Coffee took the first step. Even if it fails in the end, it is still a good attempt.

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