Jack Ma called Starbucks a way of life. How do coffee franchises GET customers' itchy spots?

Recently, Jack Ma appeared at the 2016 Starbucks staff meeting and gave a keynote speech. In his speech, Jack Ma said, "Starbucks sells coffee, but I don't believe that people go to that store because Starbucks has good coffee." Jack Ma said that in his view, Starbucks is not selling coffee, but telling people about new services, new experiences and new lifestyles. Represented by Starbucks, coffee shops in China have never been just coffee sellers. They have replaced teahouses that once spread all over the streets and become fashionable places for people to get together, relax and chat. Coffee shops, as a way of life, besides coffee, are also the reasons why coffee shops attract people to come. So in the face of several coffee shops on a street, which one will customers choose? How can a coffee franchisee GET to the itch of its customers?

Thematic personalized service is popular

Now when it comes to a shop, the first thing to ask is not whether his coffee tastes good, but what are the characteristics of this coffee shop, whether it is quiet or fun, whether there are any delicious desserts, and so on. For example, Music Coffee Bakery, Lover Coffee Bakery, Children's Park Coffee Bakery, MY ZONE COFFEE (my place Coffee), these coffee shops, in addition to coffee, there are related themes, such as MY ZONE COFFEE is a fun-themed coffee shop, customers can read comic books, play games, dolls, can do a lot of fun things, MY ZONE COFFEE is a place to provide coffee, dessert, can play!

Branding is an inevitable trend

In the market environment of increasingly fierce competition and high homogenization of products, the industry competition has shifted from the original product and technology competition to brand competition. Many enterprises have understood that there is only a dead end in fighting products, prices, channel wars, terminal wars, advertising wars, and so on. The future is the competition of brands. Only the coffee brands that occupy the minds of customers can win the highly competitive coffee market.

E-commerce intelligence

Under the development tide of the increasingly mature e-commerce industry, the consumption concept of netizens is improving day by day, the trend of traditional industries wading in e-commerce is becoming more and more obvious, and the business model of the combination of online and offline is also favored by most investors. In addition to cooperating with Meituan and other platforms, many coffee shops provide coffee takeout services. The overall use of the store is also becoming more and more intelligent. MY ZONE COFFEE, uses Wechat for ordering and payment, uses intelligent central system for coffee shop management, and brand mascots are also sold online. E-commerce intelligent coffee shops improve efficiency, save costs, enhance experience, and increase revenue.

These are the conditions for the coffee chain to join the brand to win the hearts of customers, and it is also the development trend of the industry. Investors should clearly understand and make their own choices. Jack Ma believes that a coffee shop is a way of life in China, so is opening a coffee shop!

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Source: Sadie