"Two years time says to want 3000 shop, this is not to accord with constant manage and the thinking that disobeyed commercial logic. Of course, such your catchword is OK saying, but when be being operated actually, get such data impossibly. " be in early 2014, coffee accompanies you (CaffeBene) enter Chinese market before long, begin to announce the set up shop of type of great leap forward plans, sun Haitao of secretary-general of guild of Guangzhou city coffee does not value such dilate at that time.
Recently, not good at, frequent put up the shutters and experience debt manage in all previous classics after the crisis is old, coffee accompanies you to be in China joint ventures coffee accompanies you (Shanghai) investment management limited company announces finally to go bankrupt. Its are big Asia-Pacific of the look forward to in partner invests limited company (the following abbreviation " in Asia-Pacific of look forward to " ) also be included to run unusual list by door of The Ministry of Commerce and Industry, yu of its legal representative altogethers to miss at present.
In fact, it is coffee accompanies you not merely, before a few years companion stars as Korea tide plunges into the Han that enters China to fasten coffee brand, had taken downhill path almost. Zoo Coffee already by in endowment take-over, free coffee and Mangosix in recent years again and again put up the shutters, haolisi coffee (Hollys Coffee) in put up the shutters at the same time, still encountered doubt of brand author Jiang Xun is chased after the adversity that debt commits suicide.
Can say, china's current coffee market environment is inferior to imagining medium simple, have the aid of of tycoon of quick pass the time in a leisurely way buys those who begin domain to contend for. Astral Buck, nest cannot pay attention to one's own moral uplift without thought of others, internet coffee brand tries to rise abruptly stealthily, and high-quality goods coffee looks be like small numerous but also put in vivosphere, next showing is driven to give ambition in capital. To these burgeoning brands, the experience lesson that Han is coffee brand nots allow small inspect.
Wantonly outspread declare fails
Coffee accompanies you to manage news of company official network to show, this brand was in 2008 Korea head Er founds, store of 900 much doors is owned in Korea. After 5 years, coffee accompanies you to enter China. To realize fast dilate, coffee accompanies you from it is only store joins in at the beginning mode. Data of the net that occupy an official shows, the outspread means that coffee accompanies you basically is join in, its join in means cent is with 50% pairs 50% , 40% pairs 60% , or join in business the contributive means of 100% , and coffee accompanies you to still be in charge of be join in business inspects storefront optional location, decorate, manage groom etc. The commonnest is 50% join in means, with Beijing the storefront of a 200 square metre is exemple, join in cost is controlled in 3 million yuan, add come inn is decorated, equipment, early days total investment is in about 3 million ~500 10 thousand yuan between.
"Coffee accompanies you at that time is the form that joins in with chain, this is feasible. But, it calls the catchword that come out later is 3000 store should open in two years, this does not accord with commercial logic. Two years of time, can rent hundreds of storefront at the same time and had decorated them, but, consider capital actual strength again abundant, personnel demand does not follow to come up this piece, the invite applications for a job that includes employee, groom, sell the education of skill to wait to need for a long time. " Sun Haitao to " China runs a newspaper " the reporter expresses.
"The flow that standardization flow is considered as to interlink inn changes one of administrative standards, join in what bring character easily to go up is not stable, besides unified door inn figure, other detail includes personnel, management to wait to be accomplished very hard unified. The product with its common unlike, act as agent through one class, 2 class in that way joining in is relaxed. As hypostatic inn, the supply of cafes catenary is very heavy. Additional, be in China, because the custom of every place, system is not quite same, become very hard join in high gradely. " Zhuang of total advisory Zhao Ke analyses sculpture days coffee.
"Time holding water in Korea as is not long company for, its experience quality cannot be operated so gigantic the coffee dilate project that does not have bully type, be being changed in door inn system and dimensions is united very hard on operation. Notable is, so far, buck is in the star China deep ploughing just own store of 1000 much doors ten years, made discretion chooses the coffee industry that this is maturity. " the Lin Bei that manages high-quality goods cafes in Guangzhou (alias) say.
The reporter arrives alertly, astral Buck is in 10 years of time after entering China 1999, keep annual all the time the rhythm that opens 30~50 door store only newly. Just begin to quicken Chinese market dilate from 2012, what execute in China before is area concessionary manage make, just call in gradually till last year, open is completely straight the mode of battalion. Coffee of Costa, Pacific Ocean is more careful also on dilate, former through " bind " the outspread pattern that big company uses area to act as agent, latter uses single city sole agent.
Not only such, coffee accompanies you the plan of type of great leap forward, far overmeasure China at that time the consumptive demand of coffee market. Analysis of Zhao Ke Zhuang thinks: "The education of consumer is not a day a long time, of coffee drinkable hundreds of years of ability were accumulated to become daily consumable in Europe, in the big city of Korea, average his annual coffee consumption achieves 140 cups, 20 Yuan Chaozhong state is current cups. " complement says Sun Haitao, "So, in a year of half time after develop, coffee accompanies you is at the same time set up shop at the same time put up the shutters, but rate of set up shop is rapid at speed of put up the shutters, scale of set up shop also should compare scale of put up the shutters big, with respect to feeling letting a person coffee accompanies you to be in growth. With respect to feeling letting a person coffee accompanies you to be in growth..
In the meantime, large store mode makes Han fastens the follow-up development of coffee to become difficult. "Alleged should become large store, sufferred the misdirect that overflows coffee namely actually. Because,can opening large store at the outset is inchoate the hire cost that is given by commercial real estate is low such special property circumstance, make many cafes should do this chief source study to imitate, but arrive more from the back, the hire cost of storefront is higher, after practice, hire cost can hold very heavy proportion, reserve capital is very few. " Sun Haitao says.
Converging attack of coffee market capital
Market data shows, chinese coffee consumed market dimensions to had achieved 70 billion yuan 2015, and with annual of 15% add fast erupt, predict to will attain -727379968 scale 2025. In Chinese market, coffee industry perhaps is one of state of course of study that have energy most at present. Data of business industry academy shows in, the amount of our country cafe 31794 from 2012, predict to be able to increase to 140000 or so 2018. "The pattern of socialization of the 3rd space that cafe place represents is replacing the setting such as traditional wine shop, cafes to consume. " Sun Haitao says, "But the competitive environment of coffee market of China is far more complex than the imagination wants mediumly. "But the competitive environment of coffee market of China is far more complex than the imagination wants mediumly..
Coffee industry is in buy ceaselessly, tycoon of quick pass the time in a leisurely way is in in the domain contention battle of coffee market start shooting, the person that besides Buck having a bit, nest owner of travel of this kind of coffee guides, coke Cola also begins to join war situation. This year in August, the Coke Cola of tycoon of carbonic acid beverage of busy transition announces with 5.1 billion dollar wholy-owned buy Costa coffee. And before before long, nest of astral Ba Kehe just reached collaboration, the nest pays the coffee retail trade that to astral Buck 7.15 billion dollar changes it Wu. Of the nest on brushstroke coffee trades 2017, it cost 500 million dollar to accuse Blue Bottle of brand of high-quality goods coffee.
"Can see, chinese coffee market is as before dividing the world by a few big tycoons. Coke Cola regards carbonic acid beverage as the tycoon intervene, was to see in health agitation leaves carbonic acid drink board piece atrophic, also be the prospect that saw coffee. Wait compared with Korea, the further progress of market of Chinese inland coffee estimates the time that needs 10 the coming year, namely present 90 junior after entering 339 years old, coffee market will be a bit more mature. These coffee are gigantic without bully people be be future 30, 40 years and shift to an earlier date layout, they have abundant fund, invite sale ace, the active advantageous position of Chinese coffee will master in in the future gigantic without bully on the hand. Do not cross the development as high-quality goods coffee, also can have the vivosphere of small numerous coffee. Also can have the vivosphere of small numerous coffee..
In fact, the reporter arrives alertly, in Chinese market, the heat that Han is coffee downhill later, companion changes as high-quality goods " tide of the 3rd coffee " , the top is worn " consumption upgrades " of halo new the plan that brand of coffee of round of high-quality goods began on the make, partial brand begins to go after dimensions to change manage. For instance, after Seesaw was finishing financing of 45 million yuan of A annulus, plan to give more door store; Accipitral collect is preparing 30 million yuan Pre-A annulus financing, also have the plan that adds door store. In addition, door inn also is in independent individuation to be added gradually much.
Zhao Ke Zhuang says: "Be in the United States, promotion of high-quality goods coffee rises to also do not have a few years, and China is imitating the United States to make the investment of domain of high-quality goods coffee in great quantities. Because will look from the angle of investor, high-quality goods coffee is fresh, they just can pitch certain brand. But can popularize rise, consumer can be accepted, the likelihood should make a question mark first, coffee of besides high-quality goods is to advocate do not add a milk, do not add candy, look in me, at present heavy consumption person still cannot accept, in other words, chinese consumer still remains to be fostered. " look from data, the share that high-quality goods coffee holds is not large. According to the number that Lin Anchao of chairman of Guangzhou coffee association provides: "At present on Chinese market, fast dissolve coffee still is in the position of dominant, 70% what take all coffee consumption, grind coffee to occupy now than be 20% the left and right sides, personalized coffee (include high-quality goods coffee) occupy than for 10% . Personalized coffee (include high-quality goods coffee) occupy than for 10% ..
"Deserve study of high-quality goods coffee not only, the Internet coffee brand that the experience lesson that Han department coffee topples in China is worth to just rise abruptly now likewise people learn. " Sun Haitao says. According to reporter understanding, the Internet coffee that is a delegate with lucky favour coffee comes this year financing is ceaseless. Lucky favour coffee spent user of allowance of 1 billion RMB first half of the year this year, make ad, just finished financing of 200 million dollar in July. Come from its the newest data of date of small letter public shows, its already were in set up shop of 21 cities of countrywide exceeds 1000. In addition, also announced even coffee to finish financing of 158 million yuan of B+ annulus in March this year, the plan accelerates dilate this year.
"The development route of lucky favour coffee accompanies you like coffee a bit, above all, it is to bring big star acting word; It is the recipe that said to use world-class coffee division in conduct propaganda, product has source next; It is the plan of rapid spread inn additionally, a bit similar coffee accompanies you at the outset great leap forward is outspread, but the hire cost of the geographical environment with located optional location is not low also. " Sun Haitao says, "Lucky favour comes round to tell from eye, although do not have the data that has published statistic external, but the number is not optimistic perhaps. Cite case for, an inn the hire of a month won't under 10 thousand yuan, the pay of 3 coffee division exceeds 10 thousand yuan, plus water charge of electricity, taxation, decorate cost depreciation and market promotion to wait, if one day does not sell,give many cups of 100 coffee, maintain balance of income and expenses harder. Maintain balance of income and expenses harder..
Lin Bei thinks: "The consumer with Internet coffee right now brand is not much, free coffee can be enjoyed after a lot of consumer download their APP first, after trying, was not consumed, expunged APP after savor stunt bait namely. To Chinese market, coffee still is scene spending pattern mostly, estimation still can last proper time, and this is right beyond selling the Internet that give priority to coffee is more difficult. More what is more,the rather that, in industry of Chinese whole coffee, those who hold dominant advantageous position is former still tycoon of those a few coffee, they are deeper to the mining of commercial domain now. They are deeper to the mining of commercial domain now..
