Quality restaurant coffee Zheng Songmao: opening 1000 new stores a year, the expansion experiment of boutique coffee

The quality library, which started with boutique coffee, currently has 11 stores in Shanghai. Next year, this number may become 1000.

Yes, it's one thousand.

Moreover, the figure of the quality hall will also appear in the small county seat.

"Grandpa pattern" Zheng Songmao switched from advertising to making coffee. How does he want to play?

At 16:00 in the afternoon, Zheng Songmao arrived as promised.

Why is there no WiFi in quality restaurant coffee? Stunned by the Daniel's reputation in advertising, sir believes he has used enough caution.

The problem was designed while waiting for him. After all, WiFi is standard in cafes. But he seemed to find the question pointless:

Do not measure quality by the standards of other cafes. There are only quality stores and others in the coffee world.

The pattern grandfather, who won the award for best dress, is dressed in a long shirt with an unsmiling Taipei accent. The overbearing president's sense of vision constantly launches a dimensionality reduction attack on the sir brain.

Fortunately, the timely appearance of a cup of coffee turned things around.

The dignity of a cup of coffee

The coffee shop in Xintiandi, Shanghai, is located in the corner of the building. A spiral staircase connects the upper and lower floors. The afternoon sun slanted on the table. A product list covers more than half of the table.

He glanced at the list and recommended Cafe sir to drink a glass of sun candle. On the list, the coffee has a rating of 87.25 at the American Coffee quality Institute (CQI).

A cup of coffee with a score, uh-huh. Oh?

Sir's interest in scores made the old man stop asking sir's "stupid questions" about wifi.

Zheng Songmao stressed that boutique coffee is not an adjective, but a term that contains many technical standards. Only coffee beans with a total score of more than 80 points can be called fine coffee after being evaluated by the coffee quality research institute CQI's Q coffeesystem system.

The evaluation standards are very strict, including as many as 11 items, such as variety, growth environment, harvest, selection, classification and so on.

Marking coffee with a CQI score is Zheng Songmao's proud way to set standards for the category of boutique coffee.

In the quality library, each boutique coffee has its own certificate issued by the Coffee quality Research Institute (CQI).

"A cup of boutique coffee comes from 60% of the highest quality coffee raw beans, 30% of the best roasting methods and 10% of the coffee making methods, and we intend to take the coffee to the extreme according to this standard." He stressed.

He doesn't care about the WiFi and sockets in the store, but he will be furious at the location details of a cup of coffee.

"the quality Pavilion is to honestly make a unique cup of the world's top coffee."

In the quality hall, a cup of coffee gets enough respect--

Every type of coffee sold is marked with a place of origin, even specific to the estate-just like wine. Consumers can clearly know which estate they are drinking coffee from, which tree species they are drinking coffee from, and even in which way they are refined.

Each product is marked with a score evaluated by CQI

Each product is marked with a coordinate system established by the indicators of flavor, fruit acid, dry and wet aroma and aftertaste, and customers can see the performance of this cup of coffee under each index.

Coffee is served with three cups on a delicate wooden tray. Two cups of hot and cold to show the different flavors of coffee at two temperatures. The other small cup is coffee powder used to taste the aroma.

Jia sir saw this situation and unconsciously set up the mentality of tasting Lafite.

The ambition of 1000 stores a year

Zheng Songmao is known as the "Godfather of Taiwan Advertising", and the "ideological Advertising" he founded plays a leading role in the industry.

Switching to coffee, his goal is to open 10, 000 boutique cafes in China and 1000 franchise stores in 2016.

Frankly speaking, when this came out of his mouth, sir refused in his heart.

Look at the group figures: Starbucks, a big player in the same industry, has no more than 10,000 stores around the world. In China, it took 16 years to reach 1600 stores. Even if the pace of opening stores has accelerated in recent years, it is only 300 a year.

Although quality restaurant coffee is well-known in the industry, there are only 6 direct-operated stores and 5 franchised stores, all of which are in a corner of Shanghai.

How to match talent and management when opening 1000 new stores a year? Generally speaking, such a big step is easy to bring discomfort to the lower body. Coffee with you is a sad footnote.

Another set of figures: neighboring Japan consumes more than 300 cups of coffee per person per year, compared with 4-5 cups in China.

Regardless of whether these 10000 houses are a way for him to express his confidence, can the 1000 boutique coffees that will be landed next year be digested by the market even as the market increases capacity?

Zheng Songmao has his unique understanding:

For its part, the quality Museum has commercial ambitions since its inception, and its corporate structure has as many as 24 departments at the beginning. After more than 4 years of development, Zheng Songmao believes that the quality Museum has reached the node of rising abruptly based on accumulated strength.

From the market point of view, the next 5-7 years, China's coffee market will usher in a blowout period. Data show that China's coffee market has grown at an average annual rate of nearly 20% in recent years, 10 times the world average.

In his view, Starbucks' announcement that it sees China as its second-largest market in the world and the establishment of a coffee trading center in the Shanghai free-trade zone are all signs of a surge and blowout in the market.

To open a shop quickly, the quality library is to race the enclosure in the coffee market to seize the market outlet.

"Don't turn a blind eye to the Chinese market, and don't look down on the spending power of third-tier counties. If we do not occupy the market and build a moat before the outbreak, it is really invisible, contemptuous, incomprehensible, and too late. "

Grafted O2O

To Zheng Songmao's secret excitement, Starbucks has launched the app online coffee booking function in cities such as Washington and Alaska.

This coincides with his planned coffee O2O experiment.

In Zheng Songmao's design, the 10000 cafes in the future are O2O business forms based on takeout platforms such as Meituan and ele.me.

From the geographical point of view, the layout breaks the first, second and third-tier cities, relying on the online takeout platform for network layout.

According to his idea, quality restaurant coffee can be reached wherever the platform on the Internet can reach. You can even get a cup of top coffee in the county.

These 10000 cafes are more like the 10000 boutique coffee production sites covered on the Internet takeout platform.

In terms of shape, it is small and high-quality. Compared with other large shops with more than 500 square meters in desktop cafes, the largest one is currently 50 square meters, and the smallest one is only 12 square meters.

This form is not only the need of rapid expansion, but also an effective way to reduce the cost of opening a shop.

At the same time, honeycomb layout, although there are many stores, the cost of logistics and distribution is low, and it is easy to form brand effect.

Grafting to the O2O market can not only reduce operating costs, but also reduce the price of coffee. After all, a cup of boutique coffee with an average of 60 yuan per cup is not so approachable to ordinary consumers.

Chain non-replication

Different from the general chain enterprises, Qiguan Coffee adopts the franchise strategy of "chain non-replication".

Chain, that is, product, brand chain. Coffee beans, coffee machines and other supplies with coffee as the core are rationed by the unified management of the headquarters.

In order to strengthen the chain quality control, the quality library has basically realized the standardization system in the coffee production process.

In this system, the water temperature of brewing coffee, the length of time, the ratio of coffee to water, and many technical operations involving roasting and production skills have achieved data quantification.

It is also worth mentioning that the quality Pavilion abandoned the semi-automatic coffee machine on behalf of Liege and replaced it with a fully automatic coffee machine developed specifically for Starbucks by a Swiss company.

The machine, worth 120000 yuan, can accurately imitate the strength of human hands, reduce the process of manual intervention, and minimize the quality difference between the two cups of coffee.

If it is not copied, the soft style will not be copied.

Franchisees can adjust measures to local conditions and integrate into local characteristics as much as possible. For example, to open a shop in Suzhou, the decoration of the store can be integrated into Suzhou traditional cultural elements such as Suzhou embroidery and nuclear carvings.

This is the biggest secret for Eslite Bookstore, which is also from Taiwan, to come back from the dead. Eslite has been losing money for 15 years almost since its inception, until it fumbled out this "chain does not copy" franchise business model to reverse the situation and become a phenomenal symbol of physical bookstores.

Can Zheng Songmao's magnificent coffee O2O commercial experiment finally carry his commercial ambitions for the quality Museum? Sir has no answer in his heart.

But as he said, "No one knows what the future will be like, but you have to be ahead of others every step in order to have hope."

Source: Ka Men