2016 Zoo Coffee ZOO COFFEE layout Development of Korean Coffee style franchise Coffee Industry

Mainly promote the diversified development of direct stores and seek the road of "de-Han".

Zoo Coffee (ZOOCOFFEE) recently released a new corporate strategy for 2016. It is reported that Zoo Coffee will close the franchise channel, will not add new franchisees, is limited to regional provincial agents and existing franchisees, and will mainly promote direct stores in the future. In addition, Jin Jianyou, chairman of Zoo Coffee (ZOOCOFFEE), also said that removing the label of "Korean coffee" will also become one of the company's brand strategies this year.

It is understood that Korean coffee in recent years with the help of Korean culture to rapidly seize the market in China, but due to the rapid expansion of management lag, word-of-mouth has been criticized. Industry analysts believe that although Zoo Coffee seeks to "de-Korean" in order to get rid of the bad reputation of Korean coffee, its main direct stores can really put an end to joining chaos, and if follow-up funds are guaranteed, it may reverse the decline of Korean coffee in China.

The main promotion is direct store.

Put an end to the chaos of joining

Different from the direct operation mode of European and American coffee, the joining mode was once a sharp weapon for Korean coffee to expand in China. But failed to strict control to join the threshold, resulting in its management out of control, the reputation of Korean coffee has also plummeted. It is understood that as one of the three giants of Korean coffee in China, Coffee has paid a heavy price for this. Last year, it had to withdraw from its headquarters in China because of a broken capital chain.

Jin Jianyou admitted that it is aware of the disadvantages of this business model that Zoo Coffee has been deliberately controlling the number of franchisees since it entered the Chinese market. It is understood that from 5 stores in 2012 to more than 200 now, 10% of them are directly operated stores. Compared with other crazy expansion models of Korean coffee, Zoo Coffee maintains a rational attitude. In addition, zoo coffee has always maintained a high standard of management and service quality in franchise stores.

According to reports, in 2016, Zoo Coffee will close its franchise channels, develop direct stores, and directly assign managers to take charge of the operation of directly operated stores. It is worth noting that the closure of the franchise channel is limited to no longer develop new franchisees, the original regional provincial agents and franchisees can join for the second time, and the development of existing franchisees are in the company's future development plan.

People in the industry said that giving up franchise stores not only means that enterprises have lost their franchise fees, but also will bear the operating costs of direct stores, which is bound to increase the economic pressure on enterprises. Jin Jianyou said that the zoo coffee has completed an one-year financing and now has the conditions to promote direct stores. While ensuring the rights and interests of the original franchisees, 70 to 80 more stores will be opened in China in 2016, each of which will be about 150 square meters, with an average consumption of 40 yuan per item of coffee.

Create independent logistics

Diversified development

It is understood that there are professional logistics service companies in the catering industry in South Korea, but this field in China is still blank at present. In the long run, Zoo Coffee (ZOOCOFFEE) started to establish an independent logistics system at the beginning of its entry into China. At present, it has established a logistics center around Beijing, Shanghai and Guangzhou, and two more logistics bases will be added in the future. Jin Jianyou said that Zoo Coffee has previously increased operating costs with the help of third-party logistics companies, and the gradual formation of independent logistics will greatly reduce the operating costs of direct stores and franchise stores.

At the same time, with the continuous change of the coffee market, the development of diversified services has become an industry trend. It is reported that Zoo Coffee (ZOOCOFFEE) will turn the store into a diversified space, not only providing high-quality coffee and Korean food, but also introducing high-end drinks from Europe and the United States, such as Italy and France. It is worth mentioning that, in cooperation with a Korean brand mask, animal-shaped masks will also appear in coffee shops in the form of sales and freebies.

In addition, Coffee Media will be one of the important projects independently developed by Zoo Coffee this year. The so-called "coffee media" is to rely on store-end new media to develop advertising value-added services. Jin Jianyou revealed that "Coffee Media" will put commercial advertisements and public service advertisements, and the commercial advertising revenue will be won by the franchisee and the company. At present, it has reached an intention to cooperate with some automobile companies and animal charities. In addition, Zoo Coffee will also develop online services to provide consumers with more convenient delivery and early order services.

Seek the road of "de-Koreanization"

Or take a turn for the better in the market

At present, there are not only big European and American coffee brands such as Starbucks in the Chinese market, but also local coffee is booming, and the market competition has become white-hot. It is widely believed that Zoo Coffee's brand strategy of "de-Koreanization" in 2016 is aimed at getting rid of the negative image of Korean-style coffee. Jin Jianyou said that the coffee industry should not be "tagged". Zoo coffee takes animals as the brand strength point, which in itself is to create boundless comfort for customers.

In addition, in addition to word-of-mouth "de-Korean", the concept of zoo coffee management is also undergoing "localization" transfer. Compared with European and American brands, the shop area of Korean coffee is generally too large. It is understood that the local coffee shops in South Korea are not large, and the implementation of large stores in China is a misestimation of the preferences of Chinese consumers. It is understood that zoo coffee will gradually develop small and sophisticated coffee shops in the future. Industry evaluation said that the zoo coffee "de-Korean" brand strategy, "localization" direct store model and the main feelings of brand positioning may break the decline of Korean coffee brands in China, it is worth looking forward to.

Beijing Morning Post reporter Li Xiaojuan Gao Fulin

Source: Beijing Morning Post