After building the parent company of roseonly, they want to send a cup of "boutique coffee" this time.

Is it time to make boutique coffee in China?

After successfully educating China's coffee market, Starbucks IP appears to be a bit out of date. According to Talkingdata, Starbucks loyal fans are mainly concentrated in third-tier and below cities, accounting for 42.4 percent, while first-and second-tier cities account for 28 percent and 29.5 percent, respectively. It is not difficult to see that the coffee market in first-and second-tier cities has been stratified, and some consumers are moving towards boutique coffee. Another figure can also reflect the growth of boutique coffee lovers-the consumption of coffee beans on Taobao is increasing by 20% a year.

In this context, the parent company of roseonly, which has built a high-end love token brand, wants to be a boutique coffee chain brand-GREYBOX. "just like when we saw the gap in the high-end flower market, we found that there were gaps in China's boutique coffee market." This blank means that although there are many independent boutique coffee shops, influential chain brands are missing.

Unlike Blue Bottle Coffee (and many boutique coffee shops in China), GREYBOX plans to open stores around boutique shopping malls and high-end office buildings because they believe that business people are more receptive to the culture of boutique coffee and can form the habit of spending during work breaks. Their first store opened in Beijing Kerry Center, 80 square meters, the main color of the space is gray, divided into island operation area, slow drinking area and exhibition area. The central operating area accounts for half of the area, which will be described in more detail later. In the slow drink area, an area that can hold eight people is designed as a niche, echoing the brand name. The exhibition area is used to display coffee beans, utensils and other surrounding products.

One of the most important features of boutique coffee shops is that they can show customers the process of making coffee by hand. That's why GREYBOX's console accounts for half of the store's area. There are two senior baristas and three intermediate baristas in the store, one in charge of espresso and the rest in charge of hand-brewing coffee. According to the team, the standard for their selection of in-store equipment is high-end, and the other is to have black-and-white gray minimalist lines. The automatic bean grinder they use is EK43, and different coffee beans need to be ground to different degrees. The filter cup of hand-brewed coffee has been tested and a funnel with an oblique angle of 45 degrees is selected. The La Marzocco, which makes espresso, is known as the Rolls-Royce in the coffee machine, which can accurately record the cooking standards of different combinations of beans.

Take a specific look at GREYBOX's coffee products, coffee beans are picked directly from manors around the world. Among them, Rosa Rosa and Hambella have sweet flowers and fruits, while Guatemala, Pakamara and Yunnan have a rich and mellow taste and Kenya has outstanding acidity. The lattes and cappuccinos in the store also use a blend of boutique coffee beans, and the milk is imported directly from Australia every week. In terms of price, the boutique hand brewed coffee and the signature GB latte are both 68 yuan, and the rose summer hand brewed coffee is 108 yuan.

The process of making hand-brewed coffee is so complicated that it is impossible for people to take up jobs in a short period of training like Starbucks. In order to standardize personnel operation and store management, GREYBOX only recruits licensed baristas and conducts three months of training. In the daily operation, the senior baristas in the store will set the standard of coffee grinding according to the climate of the day, the dosage is accurate to 0.1g and the temperature is accurate to degrees Celsius to ensure that the coffee brewed from different stores will have the same taste in the future.

Since opening at the end of last year, GREYBOX now has a monthly flow of about 30-500000, a gross profit margin of 70-80 per cent and a repurchase rate of 70-80 per cent.

Roseonly has luxury genetics and e-commerce marketing experience, how will their advantages be reflected in GREYBOX? According to the GREYBOX team, this continuation is mainly reflected in two aspects. First, GREYBOX will also conduct e-commerce operations, selling coffee beans and coffee containers online to boutique coffee lovers; second, GREYBOX will take advantage of roseonly's marketing advantages to carry out a variety of cross-border marketing and holiday marketing.