Steamed stuffed bun love coffee culture

Gou Buli's attempt to enter the overseas steamed stuffed bun coffee culture as a companion to go abroad to let the "Chinese flavor" spread around the world and buy a place is only the first step in exchange for word-of-mouth. We might as well wait and see whether Gou can successfully forge overseas. It is said that "the young man is steady and the old man is crazy." the 155-year-old "GouBuLi" unexpectedly climbed into foreign relatives. "GouBuLi" announced on the 8th that it would adopt the strategy of going out for transnational operation and acquire overseas chain enterprises. at present, phased progress has been made in negotiations with an American coffee giant, and a formal cooperation agreement is expected to be signed in the first half of the year. If the merger and acquisition is successful, it will fire the first shot of overseas mergers and acquisitions of Chinese catering enterprises.

The old shop is not old, but its life is reformed. Compared with the gloomy decline of many time-honored brands, GouBuLi obviously captures the "seven inches" of business: "GouBuLi" chooses to fall in love with coffee that foreigners can't do without for a moment, which not only skillfully occupies the distribution channel, but also avoids a lot of risks in the early stages of starting a business. This "hermit crab" type of extraterritorial development is a good marketing idea. Of course, Chinese people are not used to eating steamed buns with coffee, and foreigners may not buy it. There are taste challenges and cultural conflicts. For example, one of the important reasons why the Luoyang uncle, who is popular on the Internet, can gain a firm foothold in the streets of New York is to actively adapt to American taste buds, replacing pork with mutton and excluding garlic and green peppers. Similarly, how not to lose the thin nature of stuffing, but also to keep the wealth of foreign exchange dollars, this is a realistic question in front of "GouBuLi".

In order to solve the problem, we have to reveal the secret in the totem of culture. On the other hand, KFC, Starbucks, Yoshino and so on, these cultural heritage is not profound "foreign fast food", why has achieved amazing success? The secret lies in consciously embedding foreign cultures in territorial brands. The mention of petty bourgeoisie lifestyle brings out the leisure and comfort of afternoon tea in coffee shops, while the mention of hamburgers, colas and French fries reminds us of the haste of modern white-collar workers in the car era. This is the conqueror of culture, it is hard to buy, it is expected to return.

Therefore, the first thing for national enterprises to go out is the consciousness of national culture. Although the translation of "GouBuLi" is still controversial, and even if the matching of soup stuffing and coffee remains to be tried and wrong, relying on the origin of five thousand years of food culture, we should have more confidence and tolerance. After all, at a time when some ethnic groups were still drinking blood, the ancestors of Yan and Huang cultivated the pleasure of the tongue in the blending of water and fire, and passed on the way of diet in the compatibility of nature and man. In this knowledge of "eating", it contains the national soul of "harmony but difference". And this is the foundation of our nation, and it should also become a magic weapon for catering enterprises to cross the ocean and expand their territory.