Some people say that opening a coffee shop only earns affection but not money, but this coffee car is seriously dissatisfied.

Note the first new media style of food and beverage with blue characters under the spot title.

Issue 1261

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2017 seems to be a year of blowout in the beverage market.

First of all, a variety of beverage brands competed to appear, among which the popularity of tea tested people's enthusiasm for drinks to a certain extent.

Accordingly, there are a number of beverage-related intelligent products on the market, such as intelligent mobile coffee cars, automatic coffee machines and so on.

Before that, Jack Ma put forward the concept of "new retail", which tends to be integrated online and offline. A series of new developments all convey the same message: the "era of smart drinks" has arrived.

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Internal reference of ■ Restaurant owner | Shao Dabeng is from Shanghai.

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Three high and one low & low frequency non-rigid demand

Trapped in a traditional cafe?

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Everyone has a coffee dream, but the ideal is very plump and the reality is very bony. Many people who plan to work in the coffee industry find that it is not easy to open a coffee shop to sell coffee. Behind so much transfer information is the high closure rate of cafes.

How many bosses start their business with feelings and petty bourgeoisie, but are finally overwhelmed by rent and manpower. The traditional cafe seems to be full of style, but in fact, it is difficult to operate behind it, which is mainly restricted by three factors--

The market is big, but it is too difficult to get a piece of the pie. According to statistics, as of 2015, China's coffee market has reached 70 billion, and is still breaking out at an annual growth rate of 15%. Think about the coffee brands on the market, how many can you name?

The rent and manpower are too high. I've already lost money before I started to make money. When it comes to house prices and rents, many operators say more than once that they are working for landlords. The first thing to solve in opening a coffee shop is the rent. Looking back at the catering market in previous years, how many bosses are burdened by high rents.

The consumption frequency is clear when compared with milk tea. Behind the rising sales of milk tea is the "good quality and low price" route, and the price generally falls in the range of 8 to 15 yuan. Coffee is relatively a high price and low frequency thing, if the price of 28 to 40 yuan is pulled to the level of milk tea, the sales volume will also go up.

The common dilemma of "three high and one low" in traditional cafes is useless by itching innocuous fine-tuning. Rent and manpower are dead and cannot be compressed, and the practice of reducing the cost of products will often let themselves suffer the consequences.

Have you ever thought about reconstructing a new scene? For example, push the coffee cart into the office building and rent a small piece of land to specialize in the white-collar business.

▲ Wheelys Intelligent Mobile Coffee car

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Reconstruct the consumption scene

Pay for the mobile coffee car.

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Start where something goes wrong. Rent and labor costs are high, so operate on these two items.

To open a traditional cafe, there must be at least three things: a certain area of business space, plus no less than five employees, and a high cost of decoration. In addition, the equipment is calculated to be seven, seven, eight, eight, and basically all start with millions of funds.

We are now reconstructing the scene and turning the cafe into a coffee car. Reduce the operating area of 60 to 100 square meters to 10 to 15 square meters, reduce the number of employees to 2, and then subtract the decoration expenses. In this way, the cost has been reduced by at least 60%, which is equivalent to saving the money of a Wheelys smart mobile coffee car.

What if the cost savings were used to run a Wheelys smart mobile coffee car?

Make a simple comparison: assuming that all kinds of fixed fees are the same, which returns more in the same level of neighborhood, the coffee shop or the Wheelys intelligent coffee car in the office building.

According to the gross profit margin, the advantage of Wheelys intelligent coffee car is clear at a glance.

In traditional cafes, although the unit price is high, the profit is thin because of the high cost burden. The new scene of coffee car, with low cost and low unit price, has high sales volume, and its profit is 1.6 times higher than that of traditional cafes, which is more suitable for the current market.

As Meituan Dianping CEO Wang Xing said, when the key elements of an industry change 3 to 5 times, the industry will explode exponentially.

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The cost is so low, how is the quality of the coffee?

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What is the selling point of the coffee car? It's a product. Apart from all other added value, what customers consume is the product itself. When fixed costs are reduced, more money can be spent on raw materials to improve the quality of coffee. Not only is the product better than the coffee shop, but it is also smarter in operation.

It can be purchased purely online through the Wheelys mobile phone client. Customers first place an order on the mobile phone and make an appointment to pick up the cup. The Wheelys intelligent coffee car can prepare the coffee two minutes in advance. Customers can pick it up when they come and there is no need to wait in line at all.

A small humanized design takes advantage of the time difference in making coffee to solve the pain point of how many customers wait in line for coffee.

In the former coffee shop, the better the design of the scene, the higher the tone, and the higher the unit price. Nowadays, coffee has changed from high-end consumption to daily drinks, especially for white-collar workers in places such as office buildings and entrepreneurial industrial parks. The demand for coffee is huge.

Traditional cafes cannot enter office buildings like Wheelys smart coffee cars, let alone be as close to white-collar workers as Wheelys smart coffee cars, which itself leaves a large number of competitors behind.

As for the white-collar workers with precious time, they are not willing to take one more detour to buy coffee, they are more attracted by the coffee truck that appears on the regular work route, and the natural advantage of the coffee car is naturally highlighted!

In addition, driven by coffee brands such as Starbucks, coffee has become as popular as tea among Chinese consumers. As the cost of education in the market is reduced, the survival of boutique coffee is even greater.

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The "new retail" model in the real sense

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Conforming to the arrival of the "new retail era", opening up online and offline Wheelys intelligent coffee cars has more advantages in smart sales, smart channels, smart formats and intelligent services. When the system development tends to be complete, it is only natural to expand the operation.

Since October 2016, the start-up project, incubated from Silicon Valley, has officially launched a recruitment program for urban operators in China, and now covers 11 cities in mainland China, including five or six in Taiwan.

Wheelys intelligent coffee car can be called a real "new retail coffee car". It can analyze customer preferences and management data through big data. Being professional is like hiring a professional manager, and you don't have to worry about anything.

And all this is exactly in line with the vision of Maria De La Croix, founder of Wheelys Coffee, the brand of "smart mobile coffee car". "We hope to break the traditional coffee model and provide better quality, more convenient, more personalized and healthier coffee."