85 °C Coffee hits Starbucks' pain points and subverts Starbucks

85 °C to meet Starbucks, the dark horse of the fast era

Just as there must be a McDonald's within 100 meters of KFC, 85 °C opens a restaurant to catch up with Starbucks, saving the cost of 85 °C market research, which costs a lot of budget. A Starbucks is successful and its 85 °C products are similar, and business must not be so bad.

Opening a store near Starbucks can attract more attention, and through competition between sales prices and services, not only sales can be expanded, but total profits can also be increased. For consumers, it can also reduce the search cost of customers and save time. When homogenized goods compete with each other, 85 °C is more popular with consumers through lower prices.

Price has always been Starbucks' biggest pain point, so CCTV has exposed that Starbucks' cost in China is low enough, but its product pricing remains high, although Starbucks counterattacks that its cost is high, and the price of coffee is not high. The 85 °C price of the same coffee is less than 1/2 of that of Starbucks.

Imitate Starbucks thoroughly, 85 °C from coffee beans, accessories, water purifier and even water are exactly the same as Starbucks, so the coffee taste is basically the same as Starbucks. Starbucks' main product is coffee, which is upside down at 85 °C. its main value is bread.

Takeout is the biggest weapon of 85 °C against Starbucks. Starbucks chooses store addresses in crowded business areas and office buildings, resulting in high rental and personnel costs. The 85 °C store is also located in the business district and office buildings, but the 85 °C store is much smaller, and the 85 °C takeout strategy can save on rent compared to Starbucks' one-or two-story stores. It is understood that the average 85 °C storefront is only about 20 square meters, and the cost of store rent accounts for about 25% of the business income.

As people's pace of life is getting faster and faster, the 85 °C takeout strategy can make up for the shortcomings of Starbucks' consumer experience. It is Starbucks' business to enjoy the coffee environment and talk about work, and drinking coffee in the office is the field of 85 °C. this reverse positioning differentiates 85 °C from Starbucks and can survive even if the store is next to its competitors. Open a film about modern office workers, white-collar workers in suits with bags in their left hand and a paper cup of coffee in their right hand rush to the office building to start a busy day. Coffee has been loved by people all over the world as a drink, and Starbucks, an American coffee chain, has opened coffee all over the world. In this ever-changing business era and the Internet trend, potential competitors who subvert Starbucks are eager to try. Maybe in the next decade, Starbucks will not be the background for taking pictures.

Today, forward-looking companies are talking about 85 °C, a coffee and bakery from Taiwan that now covers most of the mainland. 85 °C was born in 2003, so called "85 °C", according to the explanation of 85 °C, because coffee tastes best at 85 °C.

85 °C focuses on on-site baking, selling coffee, fruit juice, tea drinks, bread, cakes and other products. At present, there are 572 chain stores in the world. Since entering the mainland in 2007, there are chain stores in Shanghai, Beijing, Shenzhen, Chengdu and other cities. As of July 2015, 85 °C has 831 chain stores around the world, most of which provide 24-hour sales and delivery services.

85 °C pioneered the concept of "cold dough". The "cold dough" produced by the central factory was sent to various stores and baked on the spot. The dough can only be used in the same day and scrapped the other day. The bread on the same day is of course fresh and delicious. Its R & D team can guarantee the launch of more than ten new products every month, and the replacement frequency is high.