Direct operation + cooperation, 150 colleges and universities in 20 cities have been arranged, and the time capsule connects the resources of four parties to build the campus together.

Wan Yunfeng, the founder of Tsinghua University in Beijing, the 150th store of time capsule, opened on March 26th. The unveiling of the store is a landmark event of time capsule. In addition to the daily campus coffee business, time capsule has also become a platform to connect school authorities, students, alumni resources and brands.

Wan Yunfeng, founder of time capsule

The reason why Wan Yunfeng can quickly spread the "capsule" in many colleges and universities is that he began to set foot in the campus advertising business in 2004 and accumulated rich campus resources. He was invested by IDG Capital and grabbed offline ads from 400 colleges and universities in 18 months.

The Campus Coffee Model built by the four parties

Time capsule was established in 2014, the stores are mainly distributed in cities with high concentration of colleges and universities and strong spending power of students. In the early stage, it has been mainly in direct operation, with a total of 30 stores. Starting from the second half of 2016, Wan Yunfeng began to introduce a multi-party cooperation model, and so far there are 120 cooperative stores. The campus coffee model jointly built by the four parties is also gradually improved in the process of cooperation and matured at the opening of the store of Tsinghua University. The subjects of the four parties are the school, students, alumni and enterprises.

First, the school approves the campus coffee model.

Wan Yunfeng told Venture Bang (Wechat search focus: ichuangyebang) that in addition to cheap and convenient consumption, colleges and universities also need formats like cafes that pay more attention to consumer experience and environment, which can provide easy and free communication space for teachers and students, alumni and people from all walks of life, as well as a platform for students to start a business.

Because it is more in line with the needs of the school, the time capsule has been given preferential policies by the school, which will provide venues ranging from 100 to 150 square meters and have some reduction in rent, water and electricity, which reduces the entry and operating costs of the time capsule.

Second, the student team is responsible for day-to-day operation.

Wan Yunfeng revealed that time capsule is mainly responsible for pre-store decoration, equipment procurement and installation, business training, etc., while more than 90% of the daily management and operation of stores are responsible for the school's student team. Those students who have ideas and ability become suitable candidates for managing time capsules. At present, the operation cycle of each student management time capsule is one year.

On this platform, these student teams can get more attention from the school, have access to more networking resources, have opportunities to interact with external markets and alumni, gain business and work experience before going into society, and accumulate experience for entrepreneurship in advance. It will also become a potential recruitment for enterprises.

Wan Yunfeng told Venture Bang (search Wechat follower: ichuangyebang) that another benefit of student operations is that they can naturally gain trust and are more likely to attract the attention and patronage of their classmates.

Third, invigorate alumni resources

Alumni are valuable resources of colleges and universities. Wan Yunfeng told Chuangbang (Wechat search focus) that alumni are concerned about the development of their alma mater and hope to come back often to have more interaction and exchanges with teachers and students of their alma mater, while students also hope that alumni can participate in various activities of the school.

In the second half of 2016, time capsule gradually introduced alumni resources into the operation system of time capsule. Take Tsinghua University Store, for example, which is the flagship store of Tsinghua University jointly sponsored by time capsule and Shuimu Tsinghua Alumni Foundation. It will often hold offline entrepreneurial roadshows and entrepreneurial activities to provide entrepreneurial display and exchange platform for Tsinghua University students and alumni. The time capsule acts as a bridge between alumni and students.

Time capsule ribbon-cutting ceremony at Tsinghua University Store

Fourth, enterprises borrow time capsules to layout the campus market.

College students have strong spending power and are easy to accept new things, and they are also the main force of social consumption in the future. therefore, colleges and universities have always been an important market for enterprises to promote products and brands and cultivate user loyalty. The advantage of time capsule is that it can provide a fixed, high-frequency and efficient consumption scene, and is recognized by the school. Therefore, cooperation with time capsules can reduce the difficulty for enterprises to enter the campus.

At present, many enterprises have cooperated with time capsules in different ways, such as in East China University of political Science and Law, Michelin top chefs design western food system for the storefront, in Tsinghua University store, Mengniu and JD.com home decoration respectively sponsored milk raw materials and decoration materials, Shenzhen Xiangcaotang also participated in the sponsorship, and in the upcoming Shanghai University store, time capsule will also introduce cosmetic brands and boundless vegetarian vegetables.

Time capsule A glimpse of the shop of East China University of political Science and Law

To make campus coffee, keep an open mind.

Wan Yunfeng told Venture Bang (Wechat search follower: ichuangyebang) that in addition to the official account which has nearly 200000 followers, time capsule can also influence 800000 students through various social groups.

He said that college students are characterized by quick acceptance of new things and interactive demands. Therefore, the time capsule will also hold online and offline brand theme days to increase fan activity and launch discount activities from time to time to attract students to shop. Therefore, the storefront passenger flow also presents a daily stable, regular outbreak of the state.

At present, there are three profit models of time capsule: naming of well-known enterprises, catering raw materials and advertising sponsorship, and food sales share. Wan Yunfeng revealed that because of this, each store of the time capsule is basically in a profitable state.

When asked about the reasons for the failure of many campus coffee, Wan Yunfeng said that it is not difficult to make coffee well, the key is whether the mind is open, whether resources can be integrated, and has a strong influence in students, enterprises and other groups.

Wan Yunfeng and his core team

Wan Yunfeng revealed that in the next two years, time capsule will expand the number of stores to 300, including 100 direct stores and 200 cooperative stores.

It is reported that time Coffee has received joint capital in 2014 and 2015, and the listed company Sou Yute has invested a total of more than 20 million yuan, and plans to carry out A + round financing, which is mainly used for the construction of direct stores, online systems and brand sharing channels.