 Slapped in the fight The coffee industry in China was swept by a strong Korean wave in 2012. Coffee swept a dozen South Korean coffee brands with you, Howlisse, Zoos, Waffle Rooms and Toussaint in order to expand into China. One of the most limelight coffee with you (CaffeBene) store growth in the geometric growth, and claimed that '2015, in the whole of China reached 5,000 stores, as China's casual coffee chain NO.1'. By the end of 2014, coffee was with you in nearly 600 franchise stores, and its official is not without any pride: "The number is second only to Starbucks, the industry leader in China that has entered China for 20 years (a total of 700 stores in China in FY12) We have been a leader in the industry in just over two years. Still in my ears, the story is reversed 180 degrees. Only six months later, coffee will be exposed to the problem with you - arrears of wages, payment owed suppliers, franchisees to terminate the contract, and more to shop. In the face of media reports, its officials have issued a statement: 'encounter ulterior motives opponents use the small media to prepare negative information, malicious slander.' However, a paper statement can not cover up the doom in name only. On July 24, Mr. Jiang Hsien, the coffee brand with whom you, Coffee and other brands, created the suicide at his home in Seocho, Seoul. Local police said: 'The company has run into a financial crisis because of its difficulties. Jiang Hsun was very tired of texting his friends on the 23rd.' In such an extreme way, the industry was full of excitement, and while he was shocked, he turned his gaze to the same ambitious and ready to open over 3,000 coffee shops in China. In the Korean coffee, the first in China to test the water romancing coffee, coffee expansion followed by you, and because both the store style and sale of the category closer to being seen as a rival. Today, the opponent has embarked on the road of no return, the shadow of the shadow, was promoted as phenomenal brand of roasted coffee, the way forward? Positioning to win Opened in January 2011, Mancoffee's first store in China is located near Jiuxianqiao in Chaoyang District, Beijing, the base of Ai Jiangshan, a Korean-style restaurant run by founder Sinzai Xiang in China. Show, Xin Zi phase engaged in the restaurant industry for many years, so far in South Korea operating more than 80 chain restaurants. To China after playing a coffee abacus, derived from the expected relative to the Chinese market. 'The number of cafes in South Korea was 2,800 in 2007 and has reached 18,000 in seven years' time. For China, the moment is undoubtedly the golden age of cafes. " This is not only the logic of the Sin-phase, other Korean brands are also in this ideal figure deduction stormed into the door of China, began the Eight Immortals cross the sea, all superb. Coffee with you to rely on the dazzling brand background, fast harvest in the Chinese market. In South Korea, coffee with you over 900 stores, known as the cafe's first brand since April 2008 after the birth of coffee with you 'faster than any coffee company in the world' growth in the industry as early as breaking the 500 Home franchise records, founder Jiang Xun hence the name 'coffee king'. There are also Koreans described its shop as cockroaches breeding speed, and the brand called 'cockroaches with you.' After entering China in March 2012, coffee is mainly copied with the joining mode of entrusted operation. That is, the franchisee invests 49% of the shares to entrust the store with coffee to manage your company. Enjoy the temptation, coupled with a good brand endorsement, so that coffee can accompany you in China can still "cockroach breeding" rapid meshing period also expanded to the United States, Japan, the Philippines, Cambodia and other 12 countries in the world out 1600 stores. Although there is no illustrious ace of coffee ace background, but to dominate the alternative style of positioning, a phenomenal dark horse. Its store full of local pride of open space, a large floor to ceiling windows, withered old trees, old wood furniture, books, dolls, creating a more relaxed and free atmosphere, and Starbucks serious, restrained in sharp contrast. Sinus commensurate, this positioning comes from the Chinese people's observation. He found that Chinese people like to call friends and be friends together, whether it is chatting or eating, you need a place, 'in addition to the company and home outside the third place of leisure' .This place in addition to coffee there should be China People like the dessert, through the creation of the atmosphere so that customers put aside their identity, status and all other masks, and truly open themselves and make life slow down. So coffee is also named. In Starbucks, COSTA, Pacific and other brands of fast-food coffee atmosphere, the unconventional of roasted coffee sought after by Chinese consumers in 2016, a well-known media industry to make 'hot coffee brand online ranking', diffuse coffee Brand traffic and average store traffic are in second place. Mode of test In terms of internal style and business category, coffee and coffee are very close to you. Some people speculate that the former made the latter cottage to China, the difference being that the former is more luxurious in terms of space. In fact, under the obvious appearance, invisible expansion patterns are the two most essential differences. Coffee with your franchise system is like a double-edged sword, the advantage is that you can open the market in a short time to promote brand communication; the disadvantage is that under the rapid expansion of supporting management, supply chain, funding and so on are all challenges, any A short board may be a deadly threat to the entire system. In franchisee and coffee to accompany your company's entanglement, the latter with management staff too few, management is not in place is indeed the target of criticism.Some franchisees due to brand names high fees, fictitious names and other shouting, demanded to be released . Coffee with you so back with 'get money to China' infamy. Sin-phase seems more prescient .Because daring to join the model is difficult to manage, diffuse coffee from the outset, using direct marketing cooperation. Co-operative stores in the coffee accounted for 25% -35% stake, the partners asked to have the strength to open 5-10 stores, intended to improve anti-risk ability, and occasionally siting, 'Our current background of these partners, from Department stores, distribution and transportation, real estate development. As the first and second tier cities have basically been the main trunk routes such as Starbucks and other early entrants, followed by diffuse coffee to the second and third arterial roads and parks, colleges and universities as a key, both to save rent, but also to avoid the giants and positive competition, the formation of differentiation user group. In February 2015, Xin Zi Xiang introduced to the media: 'At present, a roasted coffee shop can recover an initial investment of 14 months on average, and the average daily turnover of a construction shop can reach about 50,000 yuan. There are 70 There are 50 stores under renovation. 4 years to open 120 stores speed is not slow, just because coffee accompany you in front of a ride, so that the relative speed of Sin is not satisfied, 'too slow, or too slow!' slow down In January this year, some media reported that roasted coffee was closed in two stores in Suzhou, which opened in 2014 and in 2015, and posted a notice on leasing, which means that roasted coffee leaves the market in Suzhou. The management of Mancao Beijing responded at the time that one was because developers had not honored their promised parking and sub-tenancy licenses at that time and the other one had a problem with the shopping district. He said that the new property in Suzhou has been implemented, but at present, Inconvenient to disclose. A few months later, looking for traces of roasted coffee on the Internet seems to have moved away. Xinzi relative media talk about the success of the original story stays in May 2015; the official website of its stores have been unable to access the push; official microblogging update rate has also slowed to almost a month even more. With doubt, the author visited the headquarters of the roasted coffee next to Jiangtai Road Park, Chaoyang District, Beijing. A marketing staff member said the rumored closing of the Suzhou store expired rent.When I asked the two stores the latest developments, the other said the specific situation is not clear. However, in front of management 'new property has been implemented' argument does not seem to set up 11 months in the past, whether it is in the electronic map of Suzhou or buy online, can not search within the city of diffuse coffee shops. The marketing staff also said that roasted coffee is still continuing to open new stores, and three of them are open during the Christmas preparations for decoration, with a total of 150 currently. According to its official information, by the end of 2015, there were 130 roasted coffee shops, an increase of 20 in two years, which is clearly far behind the previous expectation of Sinhseh. Insiders said: 'Over the past few years, coffee really slow down. In fact, slow down is not just roasted coffee, Korean coffee situation is just a microcosm of the entire industry. Statistics show that in recent years, the number of cafes in China has shown an explosive trend, reaching more than 100,000 in the first half of 2016. However, in the second half of the year, there were 14,661 off-stores in the whole country, exceeding 10%. Many of them are coffee wings, Pacific coffee, West Kowloon Lane, carving time and other local customs store star. No shop is also a hard time in the most dense coffee shop in Xiamen, more than 2,000 stores in real profit less than 3 percent; Hangzhou is 3 percent profit, 3 percent loss. Some analysts believe that serious homogeneity, coffee quality is not high is the main reason.But on the level of over-saturation or all the root causes of the problem. South Korea, which has become a large consumer of coffee, consumes 314 cups of coffee and 50 million people a year, and consumes about 15.7 billion cups a year. China consumes only 3-5 cups of coffee each year and 1.38 billion people. The annual consumption is about 5.5 billion cups , About 1 / 3. South Korea, while the number of cafes in South Korea has 4.96 million 2 times, far beyond the market spending power. This supersaturation can also be read from another set of numbers. Statistics of London International Coffee Organization show that the annual sales of coffee in China, including instant coffee, bottled ready-to-drink coffee and freshly brewed coffee in stores, are growing at a rate of 15%, but instant coffee has been the main market, accounting for 70% Accounting for only 2% of the total sales volume, while the average annual compound growth rate of the number of Chinese coffee shops reached 28%. When the store is much larger than the growth rate of consumption growth, the loss of closing the store is inevitable. To survive, you must strive for passenger flow, creating passenger flow to do all the stops. Coffee is no exception. Deep and hot 'People do not really remember coffee because of coffee romance.' "Sinocan once again talked about the commercial experience of selling space. Indeed, in the evaluation of consumers, the space environment of diffuse coffee is praised, and its taste of coffee and attendant attitude is frequently Tucao. In the initial stage of layout, in the cracks in the Chinese market dominated by both Western and local forces, the blue ocean with coffee brewed by roasted coffee largely comes from curiosity caused by long-term consumer fatigue and novelty. When curiosity Cooling, consumers consider not just the environment. The founder of a local old-fashioned chain of coffee shops laments: 'Cafes have always been a slow-moving business and people wanting to make quick money here will smash their brands.' If you are awake, you should also be aware that by creating a scene to drive coffee consumption, this is the curve to save the country, blindly pursuing the scene and ignoring the product. In fact, not a small number of deviation.Many businesses would rather spend hundreds of thousands of professional designers to design, decoration, but do not want to spend more money to buy a little better coffee beans. This will eventually produce two outcomes - either discarded by the consumer or imitated by later generations. 2014, an Ankang, Shaanxi, users could not help but Tucao their own experience. Return to home to see a little excited little coffee, went in and found that the original is the cottage. It is said that this is not a case.Exercionists say, whether it is the surface decoration or provide food and beverage, like a refined coffee imitation is not difficult. This shows that the coffee has not yet formed a market barrier.And the key to the moat barrier is still inseparable from the coffee quality as the core, by the management, marketing, products and services to build the brand's comprehensive influence.As a Starbucks. However, judging from the current situation, even coffee romance may not be able to live a comfortable life. Although China's coffee consumption growth is lower than the growth of coffee shops, but 15% increase is still seven times the world average, all kinds of giants have long been coveted in this market. In the same industry, Starbucks, which has 3,000 stores in China, is still expanding its business in a 15-hour period to recover the shares of its partner in China and wholly control the Chinese market. ; COSTA exactly the same, the South China market into a wholly owned Direct. KFC, McDonald's, Haagen-Dazs and some Chinese-style fast food started to roll out freshly ground coffee and rush into business with coffee shops. Even e-commerce giant Amazon has launched an online café that brings together more than 2,000 coffee-related products. On the other hand, A group of boutique cafes represented by the cafe is on the rise. The remaining two formats are pressing harder and harder. Bottled ready to drink, Starbucks and Master Kong have teamed up to launch 4 products that will cover supermarkets, convenience stores and e-commerce outlets. Coca-Cola introduced GEORGIA, the No. 1 overseas ready-to-drink coffee beverage, to the Chinese market. Wahaha also brought cat margin coffee into the battle. In the field of instant coffee, Vietnamese coffee giant Zhongyuan Coffee Group announced that it will enter China comprehensively with a series of 'Gwangsan' instant coffee and will open its first flagship store in Shanghai next year with its coffee beans, ground coffee and coffee Hall. ... The original format of the cafe business has been scrambling to seize 2% of the market with 100,000 shops. Now the turbulent situation is heavily encircled and suppressed. The face of all-round squeeze, diffuse coffee, if not changed as soon as possible, the future will be harder and harder.
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