Andrew's Coffee Life destructive innovation and business model

When he met Andrew, he was catching a cold and the whole person looked rather decadent. But most British designers are sick and vast, not as energetic as American designers, and as thoughtful as designers in other European countries. But his "disruptive innovation" of coffee machine design and business model is likely to make him the leading high-end coffee drinking trend, perhaps one day will be able to see his big picture in the mainstream magazine?

Before I saw my RCA tutor, I brought it from China. How to combine the Chinese first-class industrial designers to drink soy milk in the 8000 habit and stone principles of the development of healthy soybean milk machine design process

"1" He recommended me for Andrew. Because his coffee machine project is just a new business model from the perspective of the use of engineering technology and their own coffee baking, grinding, brewing and other processes to fully understand the "disruptive innovation"

"2" project is currently in the incubation stage of Innovationrca

"3" So there is no relevant picture and principle description on the network. Europe attaches great importance to intellectual property protection, in order to respect his interests, I and his exchange interview is not photographed, this article is also through his personal consent to publish

The traditional coffee machine profit model is relatively simple, can be divided into the following several:

(1) Excellent mechanical technology, coffee Delicious: Philips and Bleum, such as the representative of the mature home appliances enterprises, in the coffee machine manufacturing field has accumulated decades of experience, so you can create a compact structure, easy to use, small noise, fast and fragrant coffee. As consumers why not;

(2) design win, life grade symbol: such as Electrolux AEG Coffee Machine, Germany's original imports, with touch electronic systems and the pre-selection of coffee programs and other functions, the overall design can also be "high-end high internationalization" feeling, whether you buy home or not drink coffee, as a work of art, but also to the high-income class very attractive;

(3) Capsule Coffee machine culture: its positioning in the home and office use, the biggest feature is not to grind beans, can not use coffee powder for brewing, only the use of specialized coffee capsules. Because of the encapsulation, the best to retain the original flavor of coffee, so although the production method is simple, the taste is very good. Usually the capsule coffee machine itself is not expensive, but subsequent purchase of capsules will require constant input. It was also an innovation in the business model that brought huge profits to Nestlé. "4"

(4) Coffee shop for the system: if you often go to Starbucks, it is difficult not to notice the bar inside a very personalized La Marzocco linea coffee machine. The Rolls-Royce, known as the coffee machine, is priced at 8.1 million and is, of course, exclusively for coffee shops. But according to the actual knowledge of the entire industry of coffee, although the sales figures are poor, but the actual profit is not inferior to the fast-selling coffee machine.

Andrew himself is a coffee enthusiast and a keen designer and business observer with years of experience. He found that the entire business chain from growers of coffee beans to end consumers was considered cut into a number of interests, making it possible for consumers in different regions and different consumer styles to pay expensive service costs to middlemen, brands, and logistics in order to obtain the same quality of coffee drinks. Why not remove the middle link, so that the coffee bean growers directly facing the end consumers? There are several problems involved.

First of all, fresh coffee beans can not be directly ground to drink, requires a professional baking process; second, consumers lack discernment and buying channels for good coffee beans, and the existing business environment and established brand sales models will not allow consumers to contact the raw material origin; Finally, most consumers will not consider that much, Just want to sit at Starbucks to chat, as to how you use the coffee beans and milk, Da Pao is full even, do not care.

Andrew is not dealing with a group of ordinary consumers who only want to spend two or three pounds a cup of simple coffee a day. After a long experiment, his prototype was able to use the raw coffee beans directly, after 10 minutes of processing to get a cup of absolutely "fresh" coffee. After my actual taste, although not dare to say more delicious, but absolutely inferior to Starbucks coffee now. There are three advantages to doing this:

(1) Shorten the entire business process, consumers can directly from the growers to buy fresh coffee beans. The cost of drinking coffee is significantly reduced;

(2) For growers, have the opportunity to face up to consumers, will bring them more choices and benefits, will be welcomed;

(3) from a greater environmental point of view, if more people use this way to drink coffee, can reduce a lot of logistics links, while drinking organic coffee.

Now, the whole project is in the incubation period. We all know that good concepts to good products for example is very far, good products to successful market feedback is an unpredictable journey. While drinking coffee, Andrew and I began to complain about his experience in China. He's been trying to find the right production support in China, but with all the obstacles to communication, the manufacturer is right about all the questions he raises, but then there is no feedback, and it is not easy to develop international markets for a British designer accustomed to getting all kinds of government and capital support in a mature business system.

At the end of the interview, Andrew once again expressed his vision for the Chinese market, and also mentioned his recent contact with the Chinese designers, completely changed his previous impression of Made in. In fact, for Chinese designers and design companies, it is best to understand "who we are, where we come from, where I want to go" is a better way to connect with international design and gain respect.

Note Description:

"1" Domestic coffee machine manufacturers are mostly used OEM mode, that is, the agent foreign brand manufacturing orders, OEM production, because although the perennial production and design of coffee machines, but no own brand. In order to be able to break through the market, some powerful manufacturers consider the design innovation, the use of sophisticated coffee machine production line to design suitable for the Chinese life habits of healthy soy milk machine. can refer to: cipnews

"2" disruptive innovation is an innovative activity that runs counter to the trend of mainstream market development, and its destructive power is extremely powerful, and traditional business model enterprises are difficult to adapt to the challenges brought by such innovations. Therefore, with the existing enterprise mentality and benefit mechanism, it is really difficult to break through the dilemma caused by this destructive innovation, enterprises need to take the system outside the way to promote this innovation. Professor Clayton, a master of innovation theory at Harvard Business School in 1997, presented this innovative model in his famous book, "The Innovator's Dilemma." Apple and Amazon have, in varying degrees, relied on disruptive innovation for breakthroughs.

"3" Innovationrca is an innovative incubator under the Royal College of Art. Each year, applications are received from school students and alumni to select the outstanding projects to hatch and provide multifaceted services from design, patent, business, investment and incubation venues. Its predecessor was design London.

"4" The current representative of the capsule coffee machine is Nestle's Nespresso (Nespresso) and Gaggia (Jia Jiya) caffitaly system (also known as Caffita). Illy Caffe, an Italian illy company, is a new system (Iespresso & MPs patent system) developed as Italy's top and most famous coffee leading brand, in order to make espresso espresso (espresso) more user-friendly, by illy Caffe and Mitaca srl have been designing and acquiring global patents for capsule coffee machines and beverage capsules for years. With this convenient system, you are free to enjoy the pure taste of high-quality espresso espresso (espresso).

(Lei Feng Net Li Yizhou an article, reprint please indicate from Lei Feng Net and author)