Scene differentiation is the foundation of online coffee survival.

According to Zhang Xiaogao, after obtaining financing, Coffee Box will mainly invest in the laying of stores and the research and development of new products in the three cities of Beijing, Shanghai and Guangzhou. It is expected that in June this year, the number of stores will reach 100, covering the main urban areas of Beijing, Shanghai and Guangzhou. This year, Coffee Box will explore more stable ways to make a profit while developing on a large scale, and plans to gradually open up to join next year.

Joining as an efficient way of expansion, Coffee Box stores can be quickly deployed to different cities, but it will also increase the difficulty of enterprise management and quality control. In this regard, Zhang Xiaogao said that Coffee Box should explore the most guaranteed way to make a profit in the early stage, which can clearly tell franchisees what they need to invest, how much, and how long they can make a profit. "only by ensuring that franchisees can make money can we reduce the difficulty of our management."

The social function of the coffee category is one of the main reasons for the rapid growth of the coffee market, but Coffee Box has abandoned the restaurant sector, moved all its sales channels online, and will continue to operate and develop as a delivery system. Zhang Xiaogao's explanation is that the consumption scene set by Coffee Box is other than eating, and the market is still a blue sea at present. The rapid growth of the coffee market will accelerate the diversion of consumers, and the needs of customers will become more and more diversified. Coffee Box will probably launch customized coffee for consumers with higher demand.

Early delivery explores the way for self-built brands

Coffee Box's predecessor, Lian Coffee, was founded in August 2012 as a coffee delivery platform based on the official account of Wechat, providing delivery services for Starbucks, Costa, Colorado and Pacific Coffee. In October last year, even coffee quietly launched the self-built brand Coffee Box, and the delivery business gradually began to shrink, shutting down the delivery business in several cities and focusing on expanding the market in Beijing, Shanghai and Guangzhou.

Zhang Xiaogao said that Coffee Box chose coffee because the Chinese coffee market is in a stage of rapid growth and the integration of coffee and the Internet is more harmonious. Even the coffee period has made them see the potential of the coffee delivery market. Even Coffee provides Coffee Box with data and experience in the coffee delivery industry. "

Coffee Box does not set up restaurant meals and focuses on coffee delivery, mainly to differentiate and compete with other coffee chain brands. According to reports, the consumption scenarios of Coffee Box are hospitals, conference centers and office buildings. Consumers in these scenarios have a demand for coffee, but it is likely that eating in a restaurant is not allowed in terms of time. For Coffee Box, not setting up dining room can not only save store cost, but also make store location easier, so it can greatly improve store replication speed.