Can you join us with one car? The coffee truck that challenged Starbucks is going to "make trouble" again.

Nowadays, the "Little Red Coffee car" can be seen in many cities.

This "challenge Starbucks" Wheelys coffee car, now, in the Chinese market has made new progress.

Wheelys, the coffee car brand once reported by "Ka Men", has a new trend worthy of attention.

The direct focus of optimizing and upgrading the "urban operator recruitment plan" is to open up the possibility of single-point cooperation while retaining the original regional authorized cooperation model.

This means that if you have followed the coffee truck before but have been rejected by the threshold of "regional authorization", it now tells you that "one access" is also possible.

▲ Wheelys related introduction: you are only one coffee truck away from the coffee tycoon?

Since the launch of China's "urban operator recruitment program" in October 2016, the startup project, which has hatched from Silicon Valley, has now covered 11 cities. According to Bai Xiaofan, CEO of Wheelys China, the daily peak sales of a single car are more than 300 cups, with an average daily sales of more than 100 cups per car.

It can be said that the achievement is not bad, but when I first saw the news this time, the author actually pinched a sweat.

It is true that the authorization of a single store plays a very strong role in promoting the rapid penetration of the brand. However, in the mixed coffee project, this model is constantly questioned.

On the one hand, there is no lack of brands to "disappear" after charging franchise fees, leaving franchisees to fend for themselves; on the other hand, the non-standard operation and difficult control of franchisees may also bring unpredictable risks to brands.

For a long time, this has led to a strange phenomenon in the beverage market-some brands are recruitment-oriented, while others dare not open up to join.

▲ combined with Wheelys's "resume", why does it do "join"?

Why does Wheelys, a coffee car brand with capital blessing and technical management, do so?

Speaking of joining, what makes many entrepreneurs hesitate is whether they can count on the headquarters to give enough support and help in the long-term operation.

It seems to be a matter of luck.

With the upgrading of the "city operator recruitment plan", Bai Xiaofan said that the starting point of Wheelys this time is mainly in operational support.

Standardization and Personalization of ①

As mentioned in the previous article, one of the drawbacks of the single-store franchise model is the difficulty of turning around caused by the breakup of branches after a large body. In the rapidly iterative beverage market, it is scary to "look out of date", regardless of shape or product.

On the one hand, Wheelys takes the coffee cart as the "core component", which is relatively easier to achieve the unity of hardware equipment; while according to different store scenes and locations, Wheelys Coffee will provide a variety of decoration solutions to enhance users' sense of scene and provide more possibilities for personalization.

Different "versions" of ▲ bring more adaptability

In terms of product dimension, Wheelys said it will increase investment in product research and development and update, launch popular seasonal products regularly, attract more attention, transform purchasing behavior, and increase the frequency of interaction with users.

② talent output provides operational assistance.

The news also shows that it will be optional for Wheelys Coffee to send its manager to the new store in the early days of the store. The resident manager can assist the city operator to guide the daily operation of the store while training the operator's own baristas.

This is actually a very critical link. Due to the lack of industry knowledge and business operation perspective, many would-be entrepreneurs are often at a loss in the initial stage of the store, and the help of an "expert" will speed up the transition of entrepreneurs from a "rookie" to a mature operator. and enhance the cash realization ability of the management point.

In addition, the author also learned from Wheelys that after entrepreneurs have reached a cooperation agreement with them, Wheelys Coffee will help entrepreneurs to carry out point-by-point evaluation and calculation to reduce the probability of trial and error. This is the icing on the cake. With the small size and easy-to-move properties of the coffee car, the fault tolerance rate of its own location is relatively high.

As a chain model, "joining" itself should not be synonymous with "negative effects". The key lies in whether the brand can continuously optimize the systematicness of back-end management and implement it; and after lowering the entry threshold, how to reasonably establish authorization standards is also the test that Wheelys will face next.

At present, the domestic coffee market is still in the cultivation stage, which also means that the potential space is huge and is becoming more and more mature, such as "spatial experience", "O2O", "theme pavilion", "automatic selling" and so on.

According to the positioning theory, the purpose of establishing a brand is to realize the dominance of the brand to a certain category and become the first of a certain category.

When consumers demand a certain product or service, they will immediately think of this brand.

In a broad sense, various forms are also similar to the "categories" here, meeting the different needs of different consumers in different periods of time.

As one of the representative forms, coffee car has obvious characteristics: the diversity of consumption scenes.

The flexibility and good appearance of ▲ bring more possibilities to it.

Office lobbies where white-collar workers gather, creative industry parks that lead the trend, large supermarkets with developed commerce, large shopping malls with dense flow of people. Reduce the limitation of space and have stronger adaptability.

Bai Xiaofan said: "our intelligent mobile coffee car has been upgraded to the fifth generation. Based on market positioning, coffee consumption habits and other factors, this year's development will focus on first-tier cities and key second-tier cities, with a layout target of 200. After half a year of 'testing', now is the time to make efforts."

From a series of actions of Wheelys, it is not difficult to see its ambition to become the first market segment.

Through a more open cooperation model, we will not only come into contact with a wider range of would-be entrepreneurs, on the other hand, it may also lead to a door to the popular consumer market for coffee.