Exclusive interview? Yin Feng, the Wing of Coffee: an industry with the combination of technology and manpower, which is the most competitive in the future.

Recently, Coffee Wing officially listed the new third board, becoming the first stock in the light food industry. Yiou immediately interviewed its founder Yin Feng. Exclusively reveal how the Coffee Wing brand has sprung up everywhere in 17 years, and at the same time, where will it go after capitalization?

First, learn from McCann and establish a replicable high-quality financial model.

Since its establishment in 2000, Coffee Wing has been a regional catering brand for a long time, despite its smooth development. Because considering the difficulty of cross-regional operation and standardized replication, Yin Feng has been worried about opening up to join. But at that time, Zhang Shaogang, a veteran general who was also a guest on the show "it must be you", said that she was a girl from a small town in the south, so she would only live in a corner. In addition, with the popularity of the show, many fans also like Coffee Wings because they like themselves, and more and more fans ask to join. At one point, a phone in the headquarters office was so popular that no one wanted to sit next to it.

Therefore, with the encouragement of fans and friends, coupled with more than 10 years of experience in direct operation, Yin Feng decided to try to join. Although joining is driven by external forces, this step is also an important step in determining whether Coffee Wing will be upgraded to a national brand. Therefore, Yin Feng made full preparations.

First of all, in order to overcome the difficulty of cross-regional operation, she first carried out cross-regional replication, and Yin Feng and their team set a goal for themselves: if they can open seven stores in different regions in a year, each of them can make a profit in three months. that means that the operating basic system and team that have been deposited for 10 years can be replicated across regions.

As a result, in 2012, Coffee opened seven stores in Beijing, Tianjin and Changsha. All the stores break the break-even in one month.

There are two main reasons for achieving this goal, operational ability and teamwork. Yin Feng and the team began to fully use the ERP system in 2006, and it took two years to realize the data, information and IT of the operation system management, thus completing the team management upgrade. Therefore, the team already has the ability to operate and replicate when opening stores directly across regions in 2012, and this test is a verification.

Can the profit model of direct operation be copied directly to join? At the same time, in the past two years, Yin Feng has also been introducing talents, setting up teams, delving into the international chain replication of advanced excellent enterprises, such as McDonald's, KFC, Pizza Hut, Starbucks, Subway, and so on, and dismantling the secret code of brand replication.

Yin Feng even went to the headquarters of Yum to study. Yum Group's operating system gave her a great shock.

The group headquarters is Yum's huge brain integration center, completing all the R & D work of single-store operation, not limited to production, SOP process control, supply chain, equipment and facilities, system upgrade. Wait.

For example, the most basic product, the launch of a drink has to be screened from 400, each time to test users and experts, users test facial expressions, leftover rate and other reasons do not ask preferences; professional production technicians test do not ask preferences only ask quality standards. This is based on the needs of users as the core, using induction to do the product. This is exactly different from the Chinese. China makes good use of the deductive method, often has the product first, promotes to the market, whether the customer likes the brand actually is very at a loss.

With regard to labor cost control, KFC has refined its schedule to half an hour; with regard to supply chain management, delivery based on samples, supplier evaluation every three months, and so on, have brought great changes to Yin Feng's thinking. She learned these advanced management experiences and upgraded the original system to standardize, standardize, data and systematize people and property, realizing the richness of the product structure at the end of user experience, and simplifying the structure of background management. It is precisely because of the exploration and establishment of a high-quality financial model that can be replicated, today's Coffee Wing nearly 300 stores, franchise stores have a survival rate of more than 90%.

Second, data decision: a self-built intelligent management SaaS system driven by big data

As early as 4 years ago, Coffee Wing invested a lot of money in the research and development of SAAS system. Last year's version 4.0 Coffee Wing already has functions such as POS-end cashier system, new ERP system for multi-function payment, automatic management of reports, automatic order and automatic scheduling.

Yin Feng and his team input data information from the background of the SaaS management system, deduce the data model of all stores, observe the changing rules of the data, grab key information, and issue business analysis reports every ten days and every month. This remotely provides a management solution for a series of data such as revenue, cost, expense and profit for the store. When the profit is not up to standard, it can be deduced upside down according to the data, point-to-point analysis of which business hours, which products, which positions have problems, targeted to guide stores to make timely adjustments.

To this end, Yin Feng also gave an example. In the past, in a long-term cooperation with a commercial group, it once settled in the center of a new shopping mall in the group, but it may take a long time for the market to develop a high-end market. Six months later, the supporting service restaurants in the mall could not bear the losses, and all of them were withdrawn one after another, and only Coffee Wing survived. The reason is due to this system.

At that time, there were only 400 customers in the mall every day, 200 of whom were employees of the mall. According to this specific situation, the team quickly adjusted the backstage product structure and reorganized the manpower structure: a combination of products made at different times according to customer needs, small marketing kept customers sticky, while optimizing raw material cost and control. Implement the optimization of personnel-post matching, break the convention of fixing people and posts, reach the formal establishment of only five people in a single store, and supplement the prosperous city with part-time high-quality college students. In the business process, always carry on the background data tracking, continue to maintain the optimal low break-even value, until the mall became popular after a year and a half. This store once became a popular store in shopping malls, a small shop with an annual profit of more than 1.5 million yuan.

Coffee Wings has practiced a lot of such life-and-death marathons. Because of the data-driven SaaS system management, the anti-risk ability of the store is greatly improved, and the operation and management strength of the team is also greatly upgraded. In the unpredictable market, to be able to move according to time, calm.

Third, IP driver: Internet + Pan-Entertainment Cross-border Brand Marketing

Yin Feng is a resident member of the BOSS team on "it must be you". He is known as the "immortal sister" because he is earnest and persuasive to newcomers in the workplace, and has temperament and affinity at the same time. There was no such word as IP at that time, but there was no doubt that Yin Feng, the fairy sister, was a hot IP at that time.

Because of the star effect "Coffee Wing" brings to Yin Feng, many fans who have seen the show have asked to join Coffee Wing, which indirectly accelerates the national branding process of Coffee Wing.

In addition, in addition, Yin Feng has his own small circle in Hunan, which is all media people, and they are all famous figures in Changsha and even Hunan, from the leaders of major television stations in Hunan to the hosts of star programs. Yin Feng has been Yin Feng's "best friend" for many years. They love Coffee Wing very much. He Jing and Mark have recorded "Shop Song" for Coffee Wing, and some programs simply regard Coffee Wing as a "royal recording venue." Yin Feng laughs that most of the marketing activities in the store are spontaneously organized by users, and some of them don't even know it.

Not only stars love Coffee Wings, but also fans love Coffee Wings. Here, customers treat Coffee Wings as their home, often recommending delicious food in other places, and some of them later become the core products of Coffee Wings. Even bring their own life preferences into the store, spontaneously organize yoga, flower arrangement and other activities, some of which can already achieve fees. In Coffee Wing, customers are not only the initiators of marketing activities, the providers of products, but also the traders based on scene consumption.

In the creation of the scene, Coffee Wing constitutes the consumption upgrade of the user experience, realizes the transaction from the desktop to the space to the customer's life, and finally realizes the upgrade of consumption income.

Fourth, one vertical and one horizontal: comprehensive expansion to complete the B2B2C healthy ecological closed loop

For the future, Coffee Wing plays a "vertical and horizontal" brand strategy to comprehensively expand the coffee light meal business.

Vertically, the business will be extended to all sectors of the coffee sector, including offline coffee entity chains with multiple models, continuous generations of urban smart coffee machines, and online coffee beans and coffee multi-product derivatives business.

At the bell ringing ceremony of the new third board of Coffee Wing, 58.com Yao Jinbo and Jumei Chen ou jointly released the new product of Coffee Wing-Free Wing.

This is an intelligent automatic coffee machine driven by SaaS system, which aims to build a free coffee shop with unmanned customer DIY with intelligent retail terminal as the carrier.

As the post-90s and post-00s groups increasingly become the main consumption, simple, healthy, nutritious, tonality and social attributes of curry food is increasingly becoming their regular choice. The young and fashionable cafe culture is on the rise.

Yin Feng feels that in this process, Coffee Wing has the opportunity to shape Chinese coffee culture, and the intelligent retail terminal-self-service coffee machine is the fastest way to let young people touch the coffee culture.

Horizontally, relying on 17 years of management experience of Coffee Wing, while incubating its Quanxinzi brand, it exports to other brand management, gradually realizing brand collectivization upgrading from single-brand offline store chain to multi-brand coffee off-line store chain to catering B2B2C health ecological closed loop.

Yin Feng highly admires the industry of combining technology with manpower, and she thinks Starbucks is an excellent representative. In the future, the goal of Coffee Wing is to become a Chinese Starbucks with the combination of technology and manpower.