At present, the per capita annual coffee consumption in China is 5 cups-the Chinese coffee market is entering a white-hot stage.

Starbucks, which claimed to be a coffee e-commerce platform several years ago, repeatedly delayed its launch plan and finally decided to focus its online business on "membership services". On December 15, 2014, to the surprise of the coffee chain, carving time (hereinafter referred to as "Diaoguang"), a 17-year-old local coffee chain, built a professional coffee website in just six months.

On the day Hello coffee was officially launched, we saw almost all the world's top coffee brands, raw material suppliers, coffee-making utensils, coffee peripheral products, and even competitors' Banner on the literary and artistic page. It can be seen on this site that carving time is trying to break the shackles of competition and work with coffee brands to create a focused and perfect supply chain of coffee and its surrounding formats.

Zhao Kedong, CEO of Dioguang, told Business value: "in the course of 17 years of operation, we have gradually discovered that there is no real professional and perfect platform in China to guide how to choose our own coffee taste from thousands of coffee categories. We firmly believe that those who know how to appreciate coffee will know how to taste coffee and become Bole who appreciates coffee. Our original intention is very simple: we want friends who are full of love for coffee to stop worrying about the source and safety, to select more professionally, to find a platform full of coffee feelings, to taste coffee together, and to evolve into a Bole who understands life and coffee. "

In 1997, when Chuang Tsai, a Taiwanese boy, opened the first sculpture time cafe outside Peking University, this small shop with JAZZ or Bossa Nova music became a gathering place for Chinese intellectuals and literary youth. In 17 years, carving time has opened more than 40 branches in 20 cities across the country, and completed two rounds of financing.

Under the big brand of carving time, it has formed collectivized enterprises with sub-brands such as "Shangda Public Relations Company", "Border Design Company", "Qige clothing", "Life Market", "Coffee College", "Hello coffee" and so on. Founder Zhuang Yueli does not deny that they are making adequate preparations for the "listing". Zhao Kedong added: "if it were Taiwan or the new third board, we would have been on it years ago, but we don't want to go public for the sake of listing."

The goal of Zhao Kedong and Zhuang Yuli is to turn the carving time into a "century-old shop", but under the main theme of "slow style", Internet practice is achieving their "fast pace" in business. The idea of "building a website" came into being in June 2014.

"many of my friends are in the Internet circle, and communicating with them makes me feel that 'change' in traditional industries is imperative. Many of our colleagues think that having a shop in 'Tmall' and 'JD.com' is the Internet. I think if we want to do it, we should do it in place. "

Hello coffee's team was only built in July and was officially launched on December 15th. Zhao Xin, head of the Hello coffee team, stressed that this is China's first coffee B2C website, and there will be no competitors for content in the coming year.

"the coffee industry is not mainstream enough in China. There will be no more than 100 good coffee merchants in Beijing. Now 60 have signed up to Hello coffee. We want to be a professional coffee vertical e-commerce. Except for large-scale chain stores like Starbucks, those coffee shops with characteristics will become our merchants."