The Battle of the three factions of the Chinese café in the internet era

Titanium Media Note: China's current per capita annual coffee consumption of 5 cups, but also far below the Japanese and Korean annual average of about 300 cups, the world average of 240 cups or so. However, Chinese coffee consumption continues to grow at an annual rate of 15%~20% and is becoming the world's most potential coffee-consuming power. In the current Chinese market, active in the mainland, Europe and the United States and Korea three forces, they are in different ways, for the upcoming, from the Internet to reopen the market war have done what preparation? The Chinese coffee market is entering a white-hot stage. In general, the economy has been suspended after a period of rapid economic growth, a period of great outbreaks in restaurants, cinemas and cafes. The development of economy will bring about the improvement of living standard, and the slow development will give people more time and impulse to think and enjoy life. And China is entering this phase. Coffee consumption in China was about 130,000 tonnes in 2012, and Chinese coffee consumption continued to grow at an annual rate of 15%~20%, becoming the world's most potential major coffee consumer. China's current per capita annual coffee consumption of 5 cups, but also far below the Japanese and Korean annual average of about 300 cups, the world average of 240 cups or so. Starbucks to the Chinese market as the "second local market", it can be seen that the potential of the Chinese market. 2104, China's coffee consumption reached more than 500,000 tons, the market retail sales close to 60 billion yuan. Single Beijing market growth rate has reached 18%, the country has 13,600 cafes, 2,200 coffee-related enterprises, the number of practitioners to 500,000 people. In the current Chinese market, active in the local, Europe and the United States and Korea three forces, they are in different ways, for the upcoming market war to prepare. Carving Time: Internet change competition Strategy Starbucks, which claimed to be a coffee-commerce platform a few years ago, has repeatedly postponed the online program in Long-awaited, and decided to focus online on "Member Services". December 15, 2014, the coffee chain industry plunged glasses is, "Carving Time" (hereinafter referred to as "carving") the 17-Year-old local coffee chain, in just 6 months has built a professional coffee website. Hello Coffee on the day we saw almost all the world's top coffee brands, raw material providers, coffee-making appliances, coffee peripherals, and even competitors ' banner on the page. On this site can be seen carving time to break the shackles of competition, together with the coffee brand to create a focused and perfect coffee and its surrounding industry supply chain. "In 17, we gradually discovered how to choose our own coffee taste from thousands of coffee categories," said Chake, the Eagle's CEO, who told the business value reporter. "China has never had a truly professional and perfect platform to provide guidance." We firmly believe that those who know how to appreciate coffee, will know how to taste coffee, will become to appreciate the coffee bole. Our intention is very simple, is to let the coffee full of love friendsFriends, no longer worry about the source and security, the selection more professional, to find a platform full of coffee feelings, together taste coffee, evolved into a life, understand the coffee bole. "In 1997, when Taiwan's young man Zhangzhai opened the first carved time café outside the North gate, the background music, with jazz or bossa nova, became a gathering place for Chinese intellectuals and literary and artistic youths." 17 Time, carving time has been in the country's 20 cities, opened more than 40 stores, and completed two rounds of financing. In the carving time of the big brand, has been formed to: "Business Tatsu public Relations Company", "Border design Company", "Habitat song Apparel", "Life market", "Coffee College", "Hello coffee" and other brands of the group of Enterprises. Founder Zhung does not deny that they are doing enough to "go public". Chake added: "If it was Taiwan or the new Sanbanxi, we could have been there a few years ago, but we don't want to go public for the IPO." "The goal of Chake and Zhung is to make carving times a" century old shop ", but under the theme of" Slow style ", Internet practice is achieving their" fast-paced "business. The idea of "building a website" was created in June 2014, "Many of my friends are in the Internet circle, and they communicate to let me feel that the traditional industry's ' change ' is imperative." Many of our peers think in the ' cat ', ' jingdong ' There is a shop is the Internet, I think to do is to do in place. "Hello Coffee's team was built in July and is officially online by December 15." Hello Coffee's team leader, Zhao, insists that this is China's first coffee-making website and that no competitor will emerge for the next year. "The coffee industry in China is not mainstream, Beijing does a good coffee business will not exceed 100, now have 60 have signed Hello Coffee, we want to be a professional coffee vertical distributor, in addition to Starbucks these large-scale chain stores, those who have the characteristics of the coffee shop will become our business." "At present, Hello Coffee has a 1000 square meters of three-dimensional warehouse, contracted four logistics companies, the next one months, app client will also be online." Chake said Starbucks had not yet entered China while carving out the first café. Today, the carving out of the competition across the country, the maturing coffee consumer market, attracting different styles of coffee brands to join the enclosure war. Local cafes in addition to playing a good cultural card, but also continue to cultivate the market. Fortunately, they have learned to use the power of capital and the advantages of the Internet to provide the brand with greater stage and influence. Competition cannot be confined to one dimension. Starbucks: fast-consuming marketing strategy to Starbucks-led American coffee chain, in China's major commercial buildings, office buildings everywhere, undeniably, the chain of coffee brands, so far no one out of their right. Though Costa tries to imitate and follow, it eats at the stars.Grams of the market, but always can not form a competitive force on it. 1971 was born in Seattle, United States Starbucks Café, formerly known as a Coffee bean supplier. After running a small green café, founder Schultz was unexpectedly commercially successful, and after 20 years dominating the coffee chain market, become a global enterprise. Like all American fast-food restaurants, Starbucks has found in market practice that Americans, unlike the French and Italians, are willing to hold a cup of coffee in a café for a long time. Hemingway, Balzac, Freud These thinkers, writers of time, more willing to consume in the left bank of the "Flower God" café. In the 70 's, Americans are in a struggle, their life rhythm is very fast, believe in "time is Money" values. For the operator, the long stay of the guests means that sales will slow down, only to allow customers to flow up sales can continue to increase. The process of making coffee is also very simplified, and Starbucks uses a fully automatic coffee machine to make a cup of coffee for only two minutes. The new products of each season are made by the "fruit dew" blending. From the reception of a guest, to produce a cup of coffee into the hands of the guests, this time is precisely controlled. There are not many seats in the Starbucks café, and the seating and surroundings are not comfortable, because Starbucks encourages guests to "do it". To promote the use of the strategy of selling cups, and constantly improve the design and functionality of the Take-Out Cup, so that guests are more willing to take a paper cup out of the café. This model also contributes to Starbucks ' most effective takeaway marketing-the star effect. In fashion magazines, Spears, Baker-Hamm, Anne Hathaway, Rihanna ... Well, you have to admit, all the stars you know like to take a cup of Starbucks in the street. Starbucks paper cups are the best decorations that make their status look more casual, while Starbucks also means taste. Indeed, in the coffee industry, only Starbucks has been able to fully integrate with fashion, and even become a person whether the fashion measurement. In addition to the United States, China has become Starbucks's largest consumer market, Schultz at the general meeting of the three-degree China market, he said, "Starbucks plans in 2015 in China's 75 cities open 1500 stores." Seeing China's huge market capacity, Starbucks is constantly adjusting its strategy. Now, Starbucks has taken back almost all the franchise stores, in addition to the individual shops in Shanghai, all for the direct shop. Starbucks Asia Pacific director told business value, "operating a direct store can better control the service, product quality, but also to control the pulse of the entire Chinese market." "Only standardized management is the ambition and outreach of Starbucks." Han-style chain: Stepping up the enclosure, looks very beautiful standardization, has been the nightmare of chain cafes, especially in the Chinese market. It is because Starbucks saw the drawbacks of the early franchise, will recover the global franchise, the first to create a global standard products and services. But the Korean chain café is still immersed in the profit model to join, can not foresee the future crisis. As a coffee beanCountries that do not grow, South Korea is the world's 13th-largest coffee "big country". 10 years ago, Korea imported coffee beans has reached 1.5 million bags, about 80,000 tons, per capita consumption of 1.6 kg coffee. In South Korea, the sales of local coffee chains are even harder for Starbucks. Korean coffee chain companies, a similar business model: close to Asian food habits of coffee taste, cooking fast and simple waffles, toast, sandwiches catering, relaxed and comfortable space ... "caffebene", "MAAN COFFEE", "ZOO COFFEE" These Korean brands are growing in South Korea at the fastest pace, while entering Japan, Taiwan, China, Vietnam and other countries to feed the local market. The original "Caffebene" in South Korea from the 1 billion won capital, two years to achieve annual sales of 200 billion won, is expected to expand to 1680 in 2015. Caffebene's president Jin Shan-quan said: "Caffebene in China's flagship young women, for 20~30岁 college students, high income white-collar and leading the fashion of young customers and other consumer groups, will be developed for Chinese consumers taste of coffee and tea products, add Chinese taste dishes. "The coffee that quickly seizes the market in China is not a home-grown Korean brand but a masterpiece of Korean Sinjishang in China," he said. The South Korean man living in Wangjing to see the Chinese market blank, "2007, the number of cafes 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. "In the first two years of the creation of the coffee, the Beijing market joined and chain stores reached more than 60, for the new brand, this is a stunning performance." Sinjishang, founder of the coffee shop, said that the reason for coffee to win over consumers is that "in addition to the unique environment, coffee has chosen some different strategies from competitors." In Starbucks and other stores, coffee is the protagonist, but the Korean coffee shop, almost all with a unique style of decoration as a gimmick, where the consumer group than Starbucks and other more extensive. So, in the coffee, you often see people who are working, studying, and talking. The comfort of the environment makes consumers reluctant to leave, a strategy that is just the opposite of Starbucks ' mobile spending. Located in the best section of Wan Liu East Road, business is always very hot, franchisee revealed that their two-storey café total area of about 1000 square meters, early investment of up to 20 million yuan, including joining fees, decoration costs, equipment and material costs. Franchisee to the "commercial value" revealed: "The caffebene of coffee to join a lot higher than the threshold, franchisee requirements to open 5 stores of economic strength, must get to the park, college, or the best in the community, must be the upper and lower two-storey property." Coffee is responsible for the provision of food and drink raw materials and training, decoration is also the coffee headquarters sent a design implementation. A year since the opening, here the daily water in the 6000~10000 yuan. "SpeakingProfit, Franchisee said: "I am in Shunyi shop than here business, there basically can draw a flat, and when this store can recover the cost is not known." Open a café, spell or a lot. "Korean coffee chain Enterprise's profit model is almost the same-to attract franchisees." Take Caffebene as an example, in Korea, in addition to a few direct stores, more than 95% of the Caffebene shop are joined. One of the franchise stores to join 50% (the company and the franchisee half) as the main mode. 2012 into China so far, Caffebene quickly opened shop 400, is still to join the main. But by July this year, we saw Caffebene's closing trend, which also contains the disadvantages of the Korean-style franchise café. To Caffebene Beijing, a 200-square-metre storefront for example, to join the cost of about 3 million yuan, which means that the franchisee's early investment is very large, plus Caffebene unified Standard 3000/square meters of decoration costs, Compulsory purchase caffebene higher than the market price equipment costs (such as Kimberly-M39 dual-head semi-automatic coffee machine, Taobao price of 70,000 yuan, the franchisee has to pay 120,000), food and beverage raw material costs, and so on, open a Caffebene franchise shop, the early investment in 3 million ~500 million. Even if you open the shop smoothly, in the operation, franchisees and companies according to the 49% and 51% of the investment distribution income, in addition to the monthly 4% management fee. Korean cafes usually look beautiful. And the day of the franchisee, usually very sad. Although the Korean café in order to achieve the reunification of the product standardization purposes, but higher prices of the purchase price to join the franchisee began to think of other methods, such as private procurement, group buying, resulting in the different stores taste is not uniform results. But even so, franchisees may not bear the rent, management fees and other pressures, eventually to reduce the loss of the last resort. Such closing effects, like dominoes, will push the Caffebene one by one in China. Caffebene from the original slogan: "2015 Chinese chain stores reached 5,000, and then went to Hong Kong listing", adjusted to "by 2015 all Chinese chain stores to 1500, and then to Hong Kong listing", and then: "To 2015, the entire Chinese chain stores reached 1000" Until recently: "Become the world famous coffee chain brand by 2015". The continuous reduction of promotional content behind the Korean coffee brand is the franchise model of the defects. What kind of café can make money? Chake said: "Café is a slow business, want to make quick money in this line of people, will be Shino." ”