Take coffee as the starting point, how to walk out of your own brand in 80 seconds

In early October and early December this year, two 80-second coffee shops will open one after another, located in WeWork in Dongzhimen and Xizhimen respectively.

Choose the landing entity, on the one hand, coffee as a kind of food, it is easier to gain the trust of consumers through physical stores. Unlike ready-to-eat food, most coffee products need to be made to drink, and consumers can feel the quality of coffee more intuitively in brick-and-mortar stores. From the feedback from consumers in the past 80 seconds, Zhang Qing found the necessity of setting up a physical store.

On the other hand, offline entities help to enhance consumer stickiness. When the brand accumulates to a certain extent, bringing consumers from online to offline can make consumers come into close contact with the brand and feel the idea that the brand wants to express more truly.

In terms of brand products, Zhang Qing's vision is two major directions: one is food, existing coffee, and will also launch ice cream, desserts and other lifestyle-related foods one after another; the other is products with unique styles by designers, such as cups, spoons, chairs, tables and so on. Some of these designers are 80 seconds of their own designers, some are contracted designers, or through other forms of cooperation.

The form of the physical store will not be an immutable coffee shop, it may be an ice cream shop, it may be a dessert shop. The designer's products will also be integrated into the physical store. At that time, the coffee shop will become a carrier, and every item in the shop will show the lifestyle that the brand wants to express, and consumers can buy it if they like it.

Zhang Qing hopes to eventually build a brand flagship store, similar to the high-end version of IKEA.

Ikea is characterized by the scene of the store, the display of products in the scene, and greatly enhance the shopping experience of consumers. The idea of the 80-second coffee shop is very similar, integrating the products sold into the scene of coffee consumption, so that consumers can feel the characteristics of the products more intuitively.

Chopsticks play thinking that it is common for coffee shops to integrate into the retail business, but most of them have fixed retail areas and few display products in full scene. Increasing retail business can create a new revenue model for coffee shops and reduce operational risks, but it also requires coffee shops to strike a good balance between catering and retail, so as to avoid excessive interaction and reduce the experience of consumers.

Entrepreneurship may require an impulse, but the process of starting a business still needs to be down-to-earth. From the e-commerce model to the imminent opening of a brick-and-mortar coffee shop, we need to constantly improve our management ability in 80 seconds, so that the brand can go more steadily and further.