"challenge" Starbucks coffee car Wheelys can be successful?

A few days ago, Wheelys, a smart mobile coffee car brand born in Sweden, hatched in Silicon Valley and now entering China, officially kicked off in Shanghai. The construction of three pilot projects in Shanghai Changtai Square, Jing'an Kerry and Jing'an boutique began in April, and five coffee trucks are currently in use.

This coffee car, which looks like a bicycle, has a unique hole in it and contains all the equipment for making coffee. The coffee car has been upgraded three times in just two years and has now launched a fifth-generation product.

In order to adapt to the Chinese market, the Chinese customized version of Wheelys coffee car is also equipped with arbitrarily combined and easily adjusted product equipment modules for the production of coffee and non-caffeine drinks and the storage of light food products. at the same time, hand-brewed coffee and Italian coffee modules are integrated to realize the integration of coffee car and coffee cabinet. In addition, further enhanced refrigeration and freezing functions, intelligent sensing water circulation system, energy management system, embedded advertising screen and calling system, as well as brand-new lighting design, all make this Chinese version of the coffee car more functional and more intelligent.

According to media reports, Wheelys's accelerated layout in China hopes to "challenge" Starbucks, COSTA and other traditional coffee chains with the help of the new model. 2015 data show that Starbucks accounts for 73.3% of the market share of Chinese chain coffee, but the relevant officials of Wheelys China believe that the future Chinese coffee market may reach trillions, and Wheelys does not want to compete directly with Starbucks and other companies. The reason why Starbucks began to accelerate its overall layout in China is to see the scale of this field.

The problem of "urban management" encountered by this new foreign brand in China due to its own "mobility" setting is an unavoidable topic. At present, Wheelys is unable to realize the role of a "mobile coffee station" in other countries in China. Coffee trucks are all driven in indoor areas such as shopping malls, the first floor of office buildings and parks. We do not know when they will really take to the streets and let coffee trucks ride under the blue sky. Moreover, Wheelys does not force merchants to sell products strictly according to the official menu, but encourages "free play". Wheelys, which emphasizes the personalization of stores, may also face the problem of unstable coffee quality.