American fine coffee enters Japanese market, Japanese blue bottle Shinjuku store brings us thinking

A story once reported on the transfer: "people who do only one thing well in their lives", James Freeman and Catelyn, the Freeman couple, who open a Blue Bottle Coffee in San Francisco, James is in charge of coffee and Catelyn is in charge of baking cakes.

Now the small coffee shop has opened from the United States to Japan after receiving an investment of 4.5 million US dollars.

The small coffee shop, known as Apple, launched in Japan this spring. Tokyo's No.1 branch opened in Qingcheng, Jiangdong District, causing a sensation as consumers lined up for three hours to drink a cup of coffee.

The second branch opened the following month in Tokyo's fashion center, Taisando, designed by Schemata Architects, a well-known architect firm, to create a simple industrial feel with fair-faced concrete.

The third branch will be opened in Daiguanshan immediately.

Blue bottle is already famous on the west coast of the United States. Overseas exhibitors, why did you choose Japan in the first stop? According to reports, James believes that choosing the most ingenious and insistent Japanese store is not only a challenge to Blue bottle, but also a way to learn from each other.

The so-called ingenuity is also a kind of attitude and persistence.

Blue bottle's success, in fact, stems from James's persistence, as described in the article "do one thing well in your Life".

Unlike the expansion goals of many coffee shops, James's goal is not to beat Starbucks or to become the largest coffee chain. James's goal is to give consumers the freshest and best coffee, even if they can't sell a lot of coffee quickly. He also adheres to the traditional method of dripping out slowly. James is a freak who is crazy about coffee, with endless creative ideas in his head, and he pays attention to every detail related to coffee, from the way coffee beans are fried to the equipment for making coffee.

Unlike other chain stores pursuing efficiency, Blue bottle pursues the quality of slow life, all coffee needs to be filtered out bit by bit by hand, and the most striking thing in the store is a row of hand-made coffee leaks. I admire his persistence even if I am anxious for him.

James' insistence on making a good cup of coffee is similar to that of APPLE, but the biggest difference between James and Jobs is that James doesn't go around giving speeches to convince others, he is more like a craftsman.

Different from businessmen, craftsmen do things not from the beginning of the plan, but by a passion, constantly thinking and trying to improve every detail, as long as it is every detail related to the product. James experimented regardless of the quality of coffee beans, how to make them, how to present them in front of guests, how to sell them, etc., and it was this enthusiasm that prompted him to win the recognition of consumers. It has even won the recognition of many founders of his customers, such as Twitter, Instagram, Wordpress, SoundTracking, Flickr and so on.

Coffee, which is supposed to allow people to enjoy a slow life, was regarded as fast food by fast food restaurants in the era of industrialization, and the blue bottle only restored the persistence it should have for the quality of life.

The success of Blue bottle lies in the founder James's love and insistence on coffee itself, which has become the soul of the brand. Every process, every product service, tells that they attach importance to quality, adhere to the spirit of love for coffee, this brand spirit, but awakens the hearts of many people who are restricted by the rules and regulations.

Because James's love of coffee has reshaped the so-called "coffee experience culture", such an experience has created a shock and contrast to coffee chains that are tired of production lines, such as Starbucks.

The ingenuity of doing only one thing well in life may be an outdated truth in the industrial age. Many craftsmen with such spirit and attitude have been buried, and many people who insist on working have been eliminated, but this era has changed. The Internet has changed the world outlook and the way it spreads. As long as you focus on doing one thing well, you will have a chance to be known by the whole world.