Chinese people like to get together, whether it's chatting or eating.

In China 9 years, he found that the Chinese people like to gather together, whether chatting or eating, all need an occasion, this site is in addition to the company and the third destination outside the home.

The expanding logic of coffee:

Direct Business plus cooperation mode, three years open shop hundred

Sinjishang, the founder and chairman of the coffee-shop, a businessman who is nearly 64 years old, summed up the secret of his entrepreneurial success in China--an observation of Chinese deep bone marrow.

Crazy expansion: Looking for Chinese people who can open "five stores"

Interview about another Korea-style catering industry in the symplectic of Love Jiangshan No. 2nd store, his own private underground office. See the reporter's sudden visit, is midday rest of his instantaneous vim, and lit a cigar, gradually into the state.

"What have you been doing lately?" Facing the reporter's first, round frame glasses behind the symplectic phase eye sharp, he straight cut the theme answer: "I am busy open shop, busy open coffee!"

Sinjishang operating in China Eijiang, coffee, the creation of three restaurants restaurant brands, coffee has undoubtedly emerged from the three major industries, reached the "outbreak" state.

He confidently introduced, the current coffee shop on average 14 months can recover initial investment, with just opened the Tongzhou shop for example, opening 6 days, the daily turnover reached the X million (confidential). The country has now opened 70 stores, is the renovation of the construction of the store has 50.

But he was apparently not satisfied with the size of the 3-year 120, and he took two pages from the package and was preparing the store list, pointing out: "Too slow, too slow!"

He came up with the data, in 2007, the number of coffee shops in South Korea is 2,800, 7 years later this year has reached 18,000. For China, the moment is undoubtedly the golden age of Café development.

His goal was to open coffee to 3,000 in 10 years. This kind of development, rely on his Beijing Shanghai's direct shop is unable to achieve. So he must look for a "reliable" partner in Beijing. In addition to Beijing and Shanghai, Sinjishang admits he needs partners who can reach 5 stores in a region or city. This means that in China, the partner is not an ordinary individual.

Keen observation: satisfying the Chinese special consumption habits

Even with a high demand for partners, coffee has certainly attracted a large number of Chinese businessmen who want to get a slice of the pie. So, back to the original topic: Sinjishang's success stems from what? He thought for a while and replied: "Success stems from his thorough observation of the Chinese people." ”

In China 9 years, he found that the Chinese people like to gather together, whether chatting or eating, all need an occasion, this site is in addition to the company and the third destination outside the home. Of course the restaurant is a choice, but the restaurant is divided into high middle and low, the rich may eat thousands of meals per meal, while ordinary people a meal is only about 50 yuan. "The identity gap is very large. Sinjishang said, but the price of a cup of coffee in the café is only 24 yuan, cheap, relaxed environment, but people do not feel the identity of the gap.

In addition, about hundreds of thousands of Chinese people come back from studying abroad every year, and coffee is no doubt the necessities of life. But the café that satisfies is far from enough.

Chinese consumption of coffee also has its own characteristics: in South Korea, people in cafes generally only consumption of coffee, but the Chinese people seem to prefer to eat something else, especially desserts.

So, the coffee added a lot of freshly produced ice cream muffins, each dessert price of 50 yuan, the price is higher than coffee, the cost is much lower than coffee.

Of course, the coffee also seems to make up for the Chinese people are not satisfied with the Starbucks: Starbucks small space, cramped, diffuse coffee building spacious and bright; Starbucks encouraged to take away, Coffee said, welcome you to stay with the computer for a day; Starbucks will store in the high price of CBD, coffee but chose the park, the community and other land price moderate foot. The difference became a Sinjishang of the lore.

Take smoking this matter, Sinjishang found that even if the brand is not smoking, Chinese cafes are often smoke-filled, so, simply the entire second floor design into smoking area. People can choose the environment.

The coffee shop in college is also because he found that Chinese college students like to review their lessons in cafes rather than study rooms. So, the people's Coffee shop, the University of Posts and telecommunications have opened successively.

His carefulness also manifests in many aspects: after ordering the meal to be full of childlike, different colors of the bear, exotic lighting, full of age traces of the old Elm dining table, as well as the high and low antique sofa chairs, people come to diffuse coffee, like to come to an old friend's home, not because of fear of losing the table corner bright new paint and tension.

On the one hand, because the siting of the commercial costs of the highest cost of the land cost, while pulling up the level of consumption, increase the profit of a single product, the secret of the success of coffee is no other than that.

The law of cooperation: working only with the Chinese

Read the Chinese, understand the rules, from the business life of the Sinjishang, the current self-confidence is straightforward. The secret of his success in making the first bucket of gold was the market segment.

When asked about the plight of Korean businessmen in China's development, he simply replied: "No, there is no difficulty at all." ”

There has been a story, the coffee of the Lido Shop opened at the beginning are very cold, but Sinjishang calm said, and so on. 9 months later, the Lido store guests in a rush.

He told reporters that, like the "creation" of the Korean-style beer-fried chicken restaurant He had just created, people needed a place where they could eat and drink. As long as things are right, the rest is left to wait.

Is the coffee man not afraid of imitators?

Sinjishang answer, differentiated positioning, let diffuse coffee at the beginning of the position to win, and so on the outbreak point one, then people just want to chase also can't catch up. In addition, the coffee itself is constantly innovating and evolving. He now works with farms in Brazil to introduce the concept of "farm-table" (Farm to table) so that coffee is not only about where the coffee comes from, but also about the people who planted it, the farmer's story. They will also invite world-class coffee-maker to try out the coffee drinkers.

He said that, like a novel idea, his mind will continue to emerge every day, when the time is ripe to put into practice. Speaking here, symplectic is radiant, passionate, as if a just out of school, to start the university students.

But he also bluntly, his Chinese collaborators are Chinese, not Koreans. "In China, good land, good resources are in the hands of the Chinese people, I certainly want to work with the Chinese." ”

Beijing impression: It will be the best city in the world

A Picasso exhibition in Tokyo, Japan, on display for 10 days, about 30,000 people watch, in South Korea is the same, but in Beijing, the figure is 100,000 people.

When asked about Beijing's views, Sinjishang very excitedly cited the above example, the excitement even more than talking about coffee.

' The attraction of Beijing is huge compared to the rest of the world, ' he said. ' You come to China on business, you can see the best art exhibitions here, receive high medical care, very high quality education, and its urban resources are very rich.

For example, you are in Beijing, a kindergarten, from 5000 yuan one months, to 180,000 yuan a year, there are people spending, it has a very diverse consumer population.

Of course, haze. These bad things need to rely on technology and other ways to solve, but undoubtedly, Beijing will become more and more powerful, and eventually become the world's most powerful city.

Reporter: Why does the coffee not accept the franchisee, just the cooperation business?

Sinjishang: Do not join because this form is not good management. The spread of coffee with direct and cooperative mode expansion. In addition to Beijing and Shanghai, the company shares a share of the coffee, so the Co-commerce Association respects the views of the headquarters.

Journalist: What are the requirements for partners?

Sinjishang: can open 5 stores of strength, is a passionate person.

Journalist: How many people are the main team of coffee, how many are Chinese?

Sinjishang: There are 50 people in the team, only 5 are Korean and the rest are Chinese.

Reporter: What is the key to the success of the café?

Sinjishang: a good location.

Interviewer: What do you think is the key to success in business?

Sinjishang: Keep alive and motivated. And the most critical-diligence.

Reporter: Last question, how can the waiter recognize so many cubs?

Sinjishang: (laughs), every little bear color, wear clothes are different, waiter training is the focus is to let the waiter recognize the Cubs.