Exclusive interview with Wang Jiang: want to surpass Starbucks coffee brand express delivery and coffee brand surpass Starbucks

Flight steward CEO Wang Jiang founded coffee takeout project even coffee in 2012, and launched its own brand Coffee Box last May.

Tencent Technology Xiang Xin reported on January 16

It is undeniable that take-out O2O has become a red sea with the protracted battle of several take-out platforms such as hungry, Meituan take-out and Baidu take-out. In this titan market, some startups are trying to find a different way to start with afternoon tea instead of dinner.

For these startups, the opportunity lies in finding unmet demand points in existing market gaps that allow them to survive and grow.

One of them is the coffee takeaway project "Lian Coffee" founded by CEO Wang Jiang in 2012.

Even coffee used to only do coffee purchasing, for users to deliver Starbucks, COSTA, Pacific coffee and other chain coffee brand goods, each order charged delivery fees. Then in May last year, Lian Coffee launched its own brand Coffee Box, Shanghai became the first point, and now has several stores in Beijing.

At yesterday's Geek Park Innovation Conference, Wang Jiang, Dai Jun, an angel investor of Lian Coffee, and Li Jing, an institutional investor, accepted an exclusive interview with Tencent Technology and other media.

Wang Jiang said that even coffee from the beginning decided to do its own coffee brand, Starbucks coffee is not only for customer service, but also to learn experience and data. At the same time, it also brings user resources, experience resources and operation resources to Liancoffee, and concentrates experience on the team. This is the process of rising and falling. The heart of even coffee is Coffee Box, Starbucks is path and stage.

"Before this, even coffee distribution has accumulated more than 300,000 Starbucks consumer users. Around these users, we have mastered how a takeaway coffee should position itself, where the target users are, how to provide standard services to these users and establish new service standards." Wang Jiang said.

So far, orders for self-branded Coffee Box have become closer to Starbucks orders on the platform.

In addition to launching its own coffee brand, Wang Jiang also hopes to make more innovations through the coffee model. For example, in the scene and time and place, consumption is no longer subject to the restrictions of coffee shops, as long as it is within the scope of distribution.

For even coffee now profit model, Wang Jiang introduced, coffee is a high gross profit product, 25 yuan coffee gross profit has 20 yuan, this is the profit structure of the product itself. And this gross profit can be invested in supply chain transformation, user experience and platform construction.

At present, Coffee Box has nearly 30 production points in Shanghai, covering most hot business districts. After the Spring Festival, the production points in Beijing and Guangzhou will also exceed 20. Coffee Box is expected to have 500 coffee production sites nationwide by the end of 2016.

In terms of financing, Coffee Box has previously obtained angel investment including Zhongding Venture Capital, Star Venture Capital Fund and Dai Jun. Wang Jiang revealed that new financing news will be announced after the Spring Festival.

Source: Tencent Technology