Behind the rise of Korean coffee: rapid expansion has hidden worries, Starbucks and diffuse coffee are at the top

There are also rivers and lakes in the coffee world, where there are rivers and lakes, there are schools, and there are struggles.

After the dark green Medusa entered China in 1999, it soon established its status as a "number one sister".

Shangdao Coffee, which was supposed to be responsible for sniping, fell apart and the brand was scattered. For a long time, local cafes did not have the power to fight a war. The alliances of the European and American departments firmly controlled the domination of the rivers and lakes, and set the standards and thresholds of the curry world.

Until four years ago, Korean coffee, represented by Man Coffee, was born and quickly won half of the country, forming a situation that competes with Europe and the United States.

4-year-old Man Coffee and 44-year-old Starbucks stand at the top of the purple ban and are in high spirits.

Today, Mr. Ka will talk to you about the rise and fall of Korean coffee in the Chinese market.

First, alone nine swords to fight the country, love straight men more like beauty

In Jin Yong's novels, "alone and Nine Swords" has reached its level in style research and development. It can find a flaw in the enemy to control the enemy, the stronger the stronger.

Jia sir feels that Korean coffee has been developed to the realm of solitary nine swords in terms of "experiential consumption", recruiting people who point to consumers and the market.

1. Stick to the label of "Fashion and Romance"

Some people say that South Korea has been using music, movies and TV dramas to carry out "cultural aggression" over the past decade. Fashionable, romantic and aesthetic have become synonymous with Korean products.

Cafes are no exception. Fashion and romance are prominent labels for almost all Korean families. The "diffuse" of coffee is officially interpreted as "romantic"; Hollis even directly uses the slogan of "the most romantic cafe in the world"; coffee accompanies you and puts du Minjun directly in the door of the store, innocently seducing female consumers.

These labels plant a "sign of life and death" for consumers. The label of blingbling makes many simple female consumers lose their resistance.

At this time, a plate of waffles with no more than 20 yuan in other cafes can be sold for 35 yuan or more at Hollis or Man Coffee.

2. Chong Cang Leisure: to create a real "third space"

Starbucks' promise of "third Space" has gradually turned into a lie.

It is using paper cups and less comfortable tables and chairs to drive away lingering consumers and increase the rate of overturning.

Korean coffee has an important leisure function in decoration design.

They generally use textured logs, solid wood chairs, rattan chairs and cotton linen sofas, which not only reflect Asian aesthetics, but also have pastoral style and have more affinity for customers.

For example, Hollys uses a lot of red brick walls to highlight the forest style; zoo coffee places animal decorations everywhere to enhance the leisure theme; and the coffee even has a square table that is more suitable for desk work, and a large round table that is more in line with Chinese party habits.

They encourage you to spend a long time in a cafe to make up for the upside-down rate by consuming light meals and guiding more friends to spend.

3. Proficient in "mind reading"

For Chinese consumers, Korean cafes are obviously more ingenious than those of Europe and the United States.

In terms of food, for example, Starbucks Food distributes uniformly to refrigerated trucks.

But Korean cafes, such as Man Coffee, have their own kitchens and are open. Customers are ready to do, not only to ensure freshness, but also ornamental.

Taking into account the acceptance of caffeine by Asian women, delicate Korean coffee has created a special latte series for women. Nowadays, sweet potato latte has almost become the representative product of Korean coffee.

The coffee is also open in the smoking area on the second floor to satisfy Chinese men who are not afraid to smoke together.

4. flexible and diverse ways of cooperation

Compared with Starbucks' high proportion of non-franchise policy, the rapid rise of Korean coffee is largely due to the opening up of the franchise model and co-operation mode.

After opening its first store in South Korea, Zoo Coffee quickly began to join in the replication strategy. Coffee accompanies you to join quickly in China, opening to more than 400 stores in 2 years, quickly occupying the market space.

Second, when Dugu Jiujian meets "Bei Ming Shen Gong"

The other side of "Dugu Nine Swords" is "Bei Ming Shen Gong".

Both of them have a heavy trick and a heavy internal skill, each of which has its own wonderful use.

Linghu Chong, who lost all his internal strength, defeated the four friends of Meizhuang with a single sword; the inheritor of the internal force, Xu Zhu, made a strong move into the top three of Tianlong with only one stroke of Tianshan plum hand.

When Dugu Jiujian meets Beiming Gong, which is better, Korean coffee or European and American coffee?

The sir is really hard to judge.

But before, two industry leaders mentioned to sir that the rapid rise of Korean coffee is faced with the problem of too shallow internal skills and too many superficial "tricks". Compared with the European and American systems with deep coffee culture and long internal force, they are not in the same Rank at all.

After the blowout layout, Korean coffee seems to be undergoing differentiation and reshuffle in China:

In this case, Holly is setting up the Chinese market with great enthusiasm. Xin Zixiang, chairman of Man Coffee, shook her head while counting the money, too slow, too slow to open a store.

In that case, coffee quickly falls into the downward channel with more than $1 billion in debt; at the same time, Kopi Luwak, like a vulture, is staring at the prey of zoo coffee waiting to be sold.

The above boss believes that the current situation of Korean coffee is not optimistic. They win the market quickly with dazzling tricks, but it is difficult to keep it for long.

First, the speed of expansion is too fast, the matching of the management mechanism; second, a lot of Korean coffee is capital-driven, not business-driven, there is no internal high-level threshold, it is easy to be imitated and surpassed.

For example, investors who are not short of money can spend a lot of money to create a more comfortable and leisure consumption environment than orthodox Korean coffee, and its product formula is no secret in the market where employees move quickly.

Third, there is a young man in the family who has just grown up and wants to get a piece of the pie.

In the bloodshed of the past four years, local brands have mostly played the role of onlookers.

But local brands such as quality Pavilion and cat shit have begun to show their commercial ambitions this year and have launched a series of big moves.

The quality Pavilion is building the national layout of O2O relying on the mobile Internet platform, under the banner of "opening 1000 new stores a year". Kopi Luwak is also making great efforts to do the national layout, competing for two outlets of capital and market.

In the eyes of these factions, there are unlimited possibilities in China's rapidly warming coffee market.

Whether Dugu Jiujian is the opponent of Beiming Gong after all, and how do the rookies out of the mountains fight against the two factions?

The answer is fluttering in the wind.

Source: Ka Men