High quality and low price is the real magic weapon. 85 degrees C success story marketing.

85 ° C is the name of the restaurant because it is said that freshly brewed coffee tastes best when cooked to 85 ° C. However, 85 degrees C is not just selling coffee, cake and bread are the other two pillars of 85 degrees C. It is such three most competitive commodities in the market, 85 degrees C can achieve a market value of 10 billion yuan, and the scale is still growing.

The secret of 85 degrees C success is actually the most prosaic four words of "high quality and low price", but the big article behind the prosaic is obviously the real magic weapon of 85 degrees C.

Let's start with quality.

In 2003, 85 degrees C founder Wu Zhengxue had afternoon tea in a five-star hotel in Taiwan. At that time, he had an idea, if such taste and enjoyment would be brought to the general public, Wu Zhengxue went to the chef of the Asia-Pacific Club in Taiwan to talk about entrepreneurship. After many discussions, 85 degrees C standing at the starting line had its first signboard "five-star taste".

85 degrees C at the beginning of the cake as the main, the reason is very simple, China's "most consumers for coffee quality recognition is not high, but for the cake is not good to eat, eat out", obviously in Taiwan and mainland markets as soon as the coffee with foreign brands is very unwise.

After a hit, Wu Zhengxue continued to carry forward the "five-star taste", successively recruited more than 20 "gold chefs" from five-star hotels, and made every effort to create cakes that can not only achieve high-quality taste, but also be put into standardized production. Every month, 85 degrees C, there are more than 20 new products put into the market, becoming one of the enterprises with the highest "R & D investment" in this industry.

Wu Zhengxue also personally grasped the supply of ingredients. He personally went to Central and South America to select coffee beans and directly introduced coffee beans for five-star hotels in batches. Also following the principle of taking, there were French top Valrhona chocolates. According to Wu Zhengxue's words,"In fact, good ingredients can be used with a little bit... The key is how to use a little bit to bring out the five-star flavor."

And cheap.

The same downtown area, not low to the quality and taste of competitors, the same labor cost, 85 degrees C only sell competitors half or even only 1/3 of the price, and can achieve the high profit level of the industry, 85 degrees C depends on the volume.

Wu Zhengxue has studied Starbucks specially. His idea of operating 85 degrees C is that it is best for customers to spend a few seconds buying and leaving, rather than sitting down for an hour or two like Starbucks. Therefore, a large number of storefront areas at 85 degrees C are used to put refrigeration cabinets, baking boxes and other products for business production. The front doors are all attractive snacks, while tables and chairs are only placed as embellishments, and the focus of employee training is efficiency in addition to service.

In the newly opened store, 85 degrees C on the one hand to carry out "trial price" of vigorous promotion, on the one hand let employee interns to buy coffee to boost popularity, high quality and low price reputation spread, customers naturally flow constantly, only run up the volume, only one or two days of shelf life pastry waste will be reduced to the lowest, large-scale cost advantage can be reflected.

After 85 ° C entered the the mainland of China market, the average store turnover was nearly three times that of Dio Coffee, and the net profit margin was at least five percentage points higher than that of the same industry. At the end of 2010, 85 ° C was successfully listed in Taiwan, and its market value exceeded 40 billion Taiwan dollars (about 10 billion RMB) on the first day.

Comments:

The 85 ° C business model is undoubtedly successful.

The coffee shop market has always been considered a difficult industry to enter in China, while the cake shop bakery market has long been saturated. 85 ° C successfully merged the two formats into one, attracting young people with a new image.

In addition, although there are many foreign brands of high-quality coffee and bread in the market, the price positioning of these brands is also set in the middle and high-end market, and few people are willing to do low-end products, because people take it for granted that the profits at the middle and high-end prices are not high, and the lower prices will definitely lose money. However, Wu Zhengxue did the opposite. The first store opened in Taiwan proved that this model was feasible and quickly extended this model to the whole Taiwan market and many other countries and regions.

It is worth mentioning that Wu Zhengxue's academic qualifications are average, and the only good one is mathematics. Moreover, he has started many businesses and experienced many failures, but these have also created Wu Zhengxue's sensitive talent for business and rich business experience. This precious wealth is finally reflected in 85 degrees C.