Verne coffee opens up the Chinese market with an original alliance model

A few days ago, the Chinese operation center of the world-renowned French style coffee shop chain Verne coffee has attracted wide attention from people inside and outside the industry with its original cooperation model of "headquarters with 300000 cushion support and 2 years of wholly-owned repurchase of storefronts".

Make efforts in the Asia-Pacific region to open up the Chinese market

Verne coffee, which originated in the romantic land of France, is the representative brand of French coffee in the world. In 2011, Beijing Asahi Ruibo Brand Management Co., Ltd. officially relayed the operation and promotion of Verne brand in Chinese mainland, headquartered in the capital Beijing. Asahi Ruibo manages a number of catering, real estate, public relations companies and other brand projects.

In 2012, Verne established a sound central kitchen, logistics and distribution system and supporting talent training base in China, which made full preparations for Verne's expansion throughout the country.

What is particularly noteworthy is that Verne China and Asian Saifu Industry Fund (ASIA SAFU FUND) have reached a strategic cooperation to achieve capital integration and promote the rapid growth of French coffee in the Chinese market. From this we can see that Verne attaches great importance to the Chinese market.

Original alliance model, win-win development with partners

The cooperation model of Verne Coffee is very special, which can be summarized as "low investment, fast recovery and zero risk". Ms. Xu Xiaohong, chairman of Verne Coffee China, said that Verne coffee's operating royalties will all be used for advertising investment and product research and development, fully integrate the resources of all cooperative alliances, reduce the operating costs of partners, improve profitability, shorten the period of return on investment, and achieve a real high return for investors and zero risk.

"China's only headquarters invested 300000 to support coffee cooperation alliance brands, 2 years not profitable headquarters can be fully repurchased, our determination is very great." Xu Dong said that Verne Coffee launched a "cooperation alliance" plan on Chinese mainland, with an initial investment of 30 million yuan from the headquarters to support national partners to open stores. Through the evaluation and authorization, the headquarters will advance 300000 of the capital in advance and fully trust and operate the store for two years. If the store is not profitable for 2 years, the headquarters promises to evaluate and buy back the invested storefront.

"the most important thing in dealing with collaborators is attitude. I believe that Verne's help and input to partners must be at the forefront of the industry. " Xu Dong appears full of confidence.

Full support from headquarters

"as the leading global brand of French coffee, if we want to gain a foothold in China, we must vigorously promote the new model of the development of Chinese coffee and western food culture." The director of Verne Merchants Department said that they have established a complete marketing system and adopted group procurement through cooperation with major suppliers of raw materials, equipment and utensils across the country. distribute the most cost-effective raw materials to the storefront of the alliance.

Verne headquarters will also provide all brand image designs, including store design, and invite mature designers to combine the local background, the functional requirements of store operation, the local humanities, and the commercial street as a whole to design the scheme that is most suitable for local management, and appoint design supervisors to supervise the site in stages to ensure the effect.

In terms of product system, Verne coffee French coffee essence management combined with regional characteristics for product research and development and improvement, to ensure that the store system in different regions have non-replicable adaptability and unique competitiveness.

Group operation to promote the rapid growth of the market

Verne has settled in more than 10 cities across the country, including Beijing, Suzhou, Wenzhou, Qingdao, Shanghai and Lhasa. Verne's goal in 2012 is to open more than 50 direct or cooperative stores across the country to form large-scale operation and management.

"given the current situation, the 2012 goal will soon be achieved," Xu Dong told reporters. Verne will have 500 stores across the country in 2014, realizing the "group management" originally set. "

Market analysts pointed out that if Verne Coffee can enter the capital market within 3-5 years, the market capitalization is expected to be more than 3 billion. "such a big feast will obviously attract a lot of partners. Verne's pace in China has accelerated."

(responsible Editor: Leo)