Coffee is not just a door-to-door business. "Mad Caf" integrates the coffee industry chain from cafes.

Coffee has become a mainstream drink in the daily life of white-collar workers. according to the survey, daily coffee sales in China have continued to grow, while in South Korea, where the coffee market is more mature, the country buys 314 cups of coffee per person per year. As I was writing this article, my colleagues were talking about who ordered coffee today.

O2O has long targeted the coffee business. Even coffee, love fresh bee, Baidu takeout and other platforms have launched coffee delivery services one after another. If the above players' model is more like a purchasing agent, that is, working with coffee stores and profiting from distribution fees, then Wechat:Foamka wants to extend to a more back-end production chain.

The business of "Crazy Card" is divided into two parts. One is the coffee takeout service for end consumers (mainly business users), which is similar in form to other O2O enterprises, but Mad Caf shortens the distribution range from the usual last three kilometers to 500 meters to ensure the taste of the coffee. In addition, as the geographical location and purchase time of business users are relatively fixed, "mad card" through the algorithm to improve the success rate of orders, reduce logistics costs, takeout staff can go out to deliver goods to complete three orders, each logistics cost less than 3 yuan. Couriers are roughly divided into three types: store surplus labor, blue-collar service input platform and crowdsourcing platform.

The second is the centralized procurement business for offline coffee shops, including coffee beans, accessories and so on. The market survey of "Crazy Caf é" shows that it is generally difficult to make a profit in domestic small and medium-sized coffee shops, and the cost of rent and purchase is rising year by year, but at the same time, there is a lack of access to customers, and the amount of coffee sold is not high. Therefore, "Mad Caf" wants to integrate offline resources, use centralized procurement to help cafes reduce costs, and at the same time guide merchants through coffee takeout services to increase business income. According to the survey, "Mad Caf" can help cafes achieve an increase of 50 cups of sales every day.

Founder Shen Yifeng told 36 Krypton that domestic market education on coffee began in the Nestle instant era, and Starbucks' freshly ground coffee has been widely welcomed by white-collar workers because of its better taste. In this process of development, the quality and taste of coffee are the most critical factors. However, the domestic coffee industry is still in its infancy. 90% of the high-quality coffee comes from abroad, and the 10% of the domestic supply is mainly contract production, and the quality has not been improved.

Due to the backwardness of domestic baking technology, from the point of view of technological process, in the traditional mode, the manufacture of a cup of coffee-from the place of origin to the hands of consumers-generally needs to go through many links. that is: Origin-foreign roasting companies-agents-domestic cafes-consumers. In this process, the three rings of local agents, taxes and shipping cannot be bypassed, resulting in slow circulation and high costs, so drinking coffee is still regarded as a "petty bourgeois atmosphere" in China.

"Mad Cafe" moves the "baking" step to China, which effectively shortens the supply chain of coffee production and shortens the logistics cycle, thus ensuring the freshness of coffee quality. In this regard, Mad Caf é has adopted a heavier model, building its own baking plant and hiring experienced people who have worked in the coffee field for many years to ensure the baking quality. At present, two baking plants have been opened in Shanghai and Changzhou.

In the profit model, part of the income of "mad coffee" comes from the rebate from the country of origin to centralized purchase, and the other part comes from coffee sales. In the future, Shen Yifeng wants to use coffee as an entrance to create a lifestyle service platform around light foods to meet the daily eating and drinking needs of business people. At present, Mad Caf has hired two Michelin chefs who are good at pastry and western food for light food development, mass production through Mad Caf é, and finally distribution by cafes. "there is a lot of room to imagine about this, and you can start from the needs of users, reverse customization, and constantly update the SKU of the product." Shen Yifeng said.

Since its launch in April this year, Mad Caf é has expanded 100 cafes in the Shanghai area and plans to expand 3000 across the country next year. In addition to cafes, hotels and other stores are also under consideration in the future. Founder Shen Yifeng used to be a CMO who loves to drive. Under the condition that the daily order volume of love driving is 3000 months unbroken, the business has rapidly grown to 12000 orders per day.

Shen Yifeng also applied his previous experience in the market to the promotion of "mad coffee". At present, the practice of mad coffee is to quickly carry out floor-sweeping, surrounding merchant cooperation and other ground promotion activities after the opening of the new network, and the cost of obtaining a single user is about 5 yuan. According to the information provided by Mad Card to 36 krypton, the current team of 50 people are seeking Pre-A round financing.

Finally, on the question of the priority of the two "crazy coffee" businesses, Shen Yifeng replied: "it doesn't matter." Door-to-door and shop-to-shop are forms that meet the needs of consumers in different situations, and the issue of proportion is really not that important.

Source: headlines