How long can the cafe opened by China Mobile last?

China Mobile Cafe is not for coffee delivery.

Since a cafe is about to look like a cafe, it seems that China Mobile is really serious this time, because this cafe opened in Suzhou is a cooperation with the famous Korean coffee brand Coffine Gurunaru, and the shop looks like a model. It is definitely the feeling of seriously selling coffee, not like the purpose of sending coffee to the business hall.

Nowadays, it is not difficult to open a shop, especially for those who are not short of money, and there are many coffee shops everywhere, but most of them are related to entrepreneurship and are start-up incubators in disguise. but this time Migu coffee shop seems to have nothing to do with "entrepreneurship", mainly for the business experience of O2O and an extension of Migu's business line.

Seeing a comment that China Mobile is moving into the catering industry, this analysis may be a bit biased. It is true that the catering industry has a large market, but it will not become the future business direction of China Mobile, and the purpose of opening a coffee shop is not to sell coffee, but more to cater to the trend of channel integration and the consumption creation of O2O scene.

The cafe of China Mobile can last for a long time even if it costs money.

However, according to reports, Migu Coffee will also create a space for creators, which can not only provide a platform for parties and exchanges, but also give you a space to hatch your dreams, which means that Migu will also enter the field of entrepreneurial incubator in the future. If China Mobile really uses this cafe as the entrance to enter the incubator field, many young entrepreneurs are really blessed, rich and powerful real financiers.

In addition, the cafe is opened by Migu, an independent subsidiary of China Mobile, which is not technically a cafe of China Mobile, nor does it highlight the logo of China Mobile, let alone for business needs. According to media reports, Migu Coffee is integrated into various "Migu +" Internet businesses in the store, and plans to open 5-10 stores in Beijing and other subsidiary locations by the end of 2016, and expand the form and scale of stores, such as independent theme stores, Migu Xiaoba, Ministores and so on. In this way, in the future, the petty bourgeoisie in many cities will have a place to play games while reading and drinking coffee.

With such ambition and the financial strength of China Mobile, it is certainly impossible for Migu Cafe to close down in the short term. Even if it opens up to 10 stores, China Mobile can afford to burn money every year.

Shunfeng's "hey hotel" and SUNING's "hi shop" prove that it is not easy for O2O to open a store.

Speaking of this, we have to think of the previous vigorous Shunfeng "Hei Guest". In May 2014, Shunfeng opened its first batch of 518 hotels. As an offline community virtual store, "hey customers" do not put any physical objects, and consumers place orders in the store through promotional materials or tablets, which are delivered to their homes or picked up by SF Logistics. At that time, many people regarded "Hei Inn" as the bridgehead of Shunfeng's foray into O2O, and many people were optimistic about it, but the situation since its operation was not good. It has been reported that this way has been blocked, and "Hei Inn" is difficult to sustain.

Similar to Shunfeng's "hey shop", SUNING opened a "high shop" last year, and set up X-box somatosensory games, children's play area and other entertainment and leisure experience areas in the "high store". In terms of shopping experience, through offline sample display and multi-screen expansion of SKU, users can experience goods offline, scan the code to Tesco online payment, and pick up goods in the store can also choose express delivery. Users can also use mobile phones and touch screen devices to access Tesco and local life service websites to select goods and make service reservations, and then directly enjoy all kinds of life services offline. In fact, the situation of SUNING's "hi shop" is even worse than that of "hey inn".