200000 can open a shop, the post-Starbucks era equipped with sharp weapons, bicycles and coffee better.

If you are a deep coffee fan, you must have heard of "Wheelys". Since August last year, full "little red cars" have appeared in major public areas of Shanghai one after another.

In the past, people liked to buy a cup of coffee, take a book and sit at Starbucks all afternoon. With the accelerated pace of life, people have less and less time, and many people prefer to take out coffee rather than eat in a restaurant, so the smart mobile coffee car born in Sweden and hatched in Silicon Valley appeared in front of the public.

A cup of Internet + 's coffee

Bangge first saw the "little red car" at the Jing'an Kerry Center in Shanghai. The coffee car looks a bit like a bicycle in shape, but has all the equipment to make coffee.

Out of curiosity, Bang was ready to buy a cup to try, but was told by the clerk that all the coffee needs to be ordered through the mobile phone, so Bang opened their Wechat client.

Through Wechat, we can see the nearby Wheelys coffee car, each time after the purchase of the "cup password" is different.

In addition to the positioning function, Wheelys Coffee also has an appointment to pick up the cup and a button to place an order.

"most people go to work by subway, which is usually on time," said Bai Xiaofan, CEO of Wheelys China. "you can book the coffee you want before you go out. The barista will make the coffee within the specified time, and you can take it away as soon as you get a password."

In addition to self-pick-up, Wheelys Coffee also has takeout services. in order to ensure that the coffee is still at a suitable temperature for drinking, Wheelys Coffee has developed its own takeout packaging, and will expand the takeout radius through cooperation with third-party platforms, so as to better improve operational efficiency.

In order to enter China, the Wheelys global design team has developed a new generation of intelligent mobile coffee car "Coffee Science Station" tailored for the Chinese market, which is different from the fourth generation.

1. This Chinese customized version of Wheelys coffee car is equipped with arbitrarily combined and adjustable product equipment modules for the production of coffee and non-coffee drinks, as well as the storage of light food products.

two。 Through the upgraded body structure, the hand-brewed coffee and Italian coffee module are integrated to realize the integration of coffee car and coffee cabinet, so that the operating area of the physical store is smaller and the operating cost is lower.

3. Further enhanced refrigeration and freezing functions, intelligent induction water circulation system, energy management system, embedded advertising screen and dialing system, as well as brand-new lighting design.

The fourth generation of Wheelys intelligent mobile coffee car

A cup of coffee with enough personality

Large chains monopolize the entire coffee industry, but only offer clones that lack differentiation and surprise. We hope to break this situation and provide consumers with better quality, more convenient, more personalized and healthier coffee. " Maria De La Croix, founder of Wheelys

Wheelys Coffee is a "Coffee Bike" company founded in Sweden in 2014. Maria De La Croix, the founder, did not want to start a business, but wanted to apply for a job at Starbucks, but was shut out because she dyed her blue hair, which inspired the 27-year-old to start a business-she wanted to sell her own coffee, so she started Wheelys Coffee.

Maria De La Croix, founder of Wheelys

Wheelys Coffee's first store in China is located in the Jing'an Kerry Center in Shanghai, and opening this store is not part of Wheelys's plan at all.

At that time, Kerry Center e-mailed to Sweden and invited Wheelys Coffee to attend a bazaar event in its South Square. Unexpectedly, it was welcomed by tourists. The Kerry Center, which saw the effect, hoped that Wheelys could stay and arranged a place for them in the South District B1.

"at that time, Wheelys China was in the preparatory stage and did not want to sell it to the outside world. By chance, it opened its first store in China. The effect was very good. It sold 200 cups of coffee on the first day."

Bai Xiaofan said that Wheelys coffee all use high-quality raw materials, coffee beans from Indonesia, Kenya, Ethiopia, South America and other places.

Wheelys coffee will be further improved in China, and now the coffee beans they introduce are all ripe beans, that is, roasted locally.

In the future, in the Chinese market, they hope to introduce raw beans and then bake them locally to ensure that the coffee beans used every day are roasted within 24 hours, so as to improve the taste of coffee. At the same time, you can also try to sell freshly roasted coffee beans to users.

At present, Wheelys Coffee has 3 types of hand-brewed coffee, 7-8 types of espresso, and the total number of SKU is no more than 20. But for brands, the ability to develop new products is a very important part. The idea of Wheelys Coffee is to carry out research and development through three aspects:

1. Global team research and development. For example, the hottest liquid nitrogen coffee in the United States is a foam coffee pressed out of liquid nitrogen.

two。 Independent research and development by Chinese team. For example, mint lime tea is sold in summer.

3. By every fulcrum of the network, for example, by city operators to develop unique products.

Wheelys smart mobile coffee car has been upgraded to the fifth generation, based on market positioning, coffee consumption habits and other factors, this year will focus on the layout of first-tier cities and key second-tier cities.

Bai Xiaofan believes that after six months of "testing" of Wheelys coffee, now is the time to make efforts!

Optimize and upgrade the recruitment Plan of City operators

In August last year, Wheelys Coffee launched a recruitment program for city operators to recruit regional partners. This year, Wheelys Coffee decided to optimize and upgrade this "recruitment plan".

The first thing Wheelys Coffee does is to optimize the cooperation model, and the new "City operator recruitment Program" will open up the possibility of single-point cooperation while retaining the original regional authorization cooperation model.

What do you mean, to put it simply, as long as certain cooperation conditions are met, then cooperation based on a single operating point can also be granted the right to use the brand and system platform.

Bangge learned that the entry threshold for Wheelys coffee is about 200000 yuan, including brand usage fees, platform usage fees, vehicle procurement fees, equipment procurement fees, decoration costs, the first batch of raw materials, start-up fees, deposits, and so on.

Wheelys Coffee chose to open the point license this time in order to create a more efficient and interesting business model, promote a more diversified way of selling coffee, and give young entrepreneurs a low-threshold and low-risk business opportunity.

In China, when it comes to coffee retail, Starbucks is the first thing that comes to mind. But today, Starbucks has lost the halo it was 10 years ago. We are too old to go to Starbucks to buy a cup of coffee and take a selfie.)

Young consumers are fickle, and they are more willing to try interesting things.

In a more open mode of cooperation, how will Wheelys Coffee attract more partners while ensuring its own development?

Upgrade operational support

Since entering China in 2016, the layout of Wheelys coffee in China has begun to take shape. In order to capture the momentum of newer and faster growth, Wheelys Coffee will provide knowledge framework and solutions from product, market, operation and other perspectives.

On the basis of the original operational services, Wheelys Coffee has raised the priority of assisting store operation, and expanded and upgraded four types of service support: operation front, manager dispatch, store design and new product research and development.

Pre-operation: after the entrepreneur has reached an agreement with Wheelys Coffee, Wheelys will assist the entrepreneur to evaluate and calculate the point, usually based on the rent and the flow of people at different points.

Wheelys will also help entrepreneurs to make effective predictions for the long-term operation of the store in the future, so as to eliminate the confusion of entrepreneurs in the early growth process.

Take the Wheelys coffee car operated in the office lobby as an example, the monthly rent ranges from 1,000 yuan to 10,000 yuan, the labor cost is about 10,000 yuan, and 150 cups are sold every day. Under the condition that the location is selected correctly and the management is in place, the cost can be recovered within 6-8 months after opening.

Manager dispatch: in addition to providing a complete operational knowledge framework, Wheelys Coffee will send a manager to the new store in the early stage of opening. The resident manager can assist entrepreneurs by guiding the day-to-day operation of the store while training the entrepreneur's own baristas.

With the help of the resident manager, entrepreneurs will quickly complete the seamless transition from novice entrepreneurs to mature operators, and at the same time speed up the cash realization ability of operating points to achieve the expectation of making profits as soon as possible.

Store design: according to different store scenes and locations, Wheelys Coffee will provide a variety of decoration options, and is committed to building the operating site into one of the important places or landmarks for local social interaction, so as to enhance the sense of scene when users enter Wheelys Coffee consumption, greatly reduce the tedious design and decoration problems at the beginning of the store, and enable partners to focus on business.

New product development: in order to enrich the user experience, Wheelys Coffee will provide more delicious drinks, delicious meal combinations, and fun surroundings, thus increasing the frequency of interaction between users and the brand. At the same time, Wheelys Coffee will also regularly launch popular and seasonal products to attract more attention and transform the buying behavior.

For entrepreneurs, Wheelys Coffee not only provides coffee carts, but also has a series of training courses, teaching materials, exams, etc., to ensure that baristas can make a good cup of coffee.

By optimizing and upgrading the City operator recruitment Program, Wheelys Coffee is gradually opening the door to the popular consumer market for coffee, and it may be too early to discuss whether it can be eaten by Starbucks.

You might as well have a cup of coffee first.