China Food

Side B of the coffee market: a readme of a head brand employee

 
在看见A面的同时,别忘了B面。

 


咖啡市场再度上演了投资热。
2021年的咖啡赛道,以M Stand拿下1亿人民币A轮融资为开端,共获融资共37笔,金额远超40亿人民币(不含未披露融资,数据来源烯牛数据)。品牌进击的野心展露无疑,投后估值也在资金的极速膨胀下飞速增长,M Stand的投后估值达40亿人民币,Manner在四轮融资后估值高达28亿美金。
自2019年融资金额封顶后,赛道逐渐呈现“小而散”的态势,精品咖啡品牌们更是在资本钦点下成了行业宠儿。大方出手的不乏红杉资本、启明创投、IDG资本等一线头部基金,腾讯、字节、B站等互联网企业也纷纷拿下爱的号码牌。
手握资金的品牌们将大幅展店拎上日程,在商圈、街道、办公区插上飘扬的旗帜。据Manner官网最新数据显示,目前共有门店194间;据财经网产经消息,瑞幸咖啡门店数量于今年1月突破6,000间。
与此同时,业界变动被一次又一次推上热搜档口,行业正在收获前所未有的全民式关注。四个月内二次提价的星巴克被网友骂上热搜,Tim’s和瑞幸部分产品亦涨价,中国邮政首家直营店落地厦门…..
当一卷卷热钱进入,将品牌推向一个又一个至高点,将不同场景精准营销进消费者大脑时,对于品牌来说意味着什么?站在品牌身后的群体又看到了什么?
或许,在市场和品牌大步向前、高歌猛进的同时,我们必须意识到,除了漂亮的A面,行业存在,也将一直存在着属于自己的B面。
加速展店的B面:人员需求变动
At first, the brand where xiaoa is located has a low frequency of newcomers, and a few stores have never opened part-time jobs.
corresponds to the newcomers. The store is equipped with skilled instructors to provide one-to-one training. Based on this system, the relationship between newcomers and mentors is very close. In addition to teaching and training, mentors will also provide some help in other aspects.
2021, the financing of coffee track is hot, and the number of stores is expanding rapidly. After the introduction of shareholder tea in July, Wu Xiaomei, founder and CEO of seesaw coffee, revealed in a media interview, “we expect to reach 100 stores by the end of this year, and we hope to reach 200 stores by the end of next year. In the next five years, we want to see if we can reach the level of 500-1000 stores.”
small a’s boutique coffee brand is no exception. After winning a large amount of financing in the second half of 2021, he is well aware of the capital mobilization of large-scale and branding, and everything begins to change – the task of opening up Xinjiang and expanding land has been put on the store agenda, and VC and PE are happy to put their own flags in the streets and alleys.
first is the change of personnel. “The most obvious feeling is that the demand for personnel has increased and the recruitment threshold has been reduced”. The whole market has different needs for various positions. On average, a mentor needs to teach 2-3 students. Even Xiaobai who has not studied can enter the market quickly. The sky of stores and personnel began to tilt, and opportunities were cut into equal parts and placed in front of everyone.
at the same time, the training and assessment system has changed from refinement to speed.
brand did not train baristas according to SCAA or SCAE system, and built a set of its own training system for its employees early in the morning. Generally, training is divided into two directions: technology and management. The upgrading route of baristas in technology is generally “primary intermediate”. The primary examination is relatively simple. It is an examination that every barista who enters the store must pass. The
intermediate examination is relatively complex. The examination contents include the accuracy of operating various coffee instruments, the proficiency and innovation of personal extraction ideas and grinding methods, etc., which means that baristas must spend a lot of time to precipitate their own ability and technology.
“but the abolition of the intermediate assessment system is inevitable.” Small a fed back to effervescent VC. At this stage, the most important task of the brand is to show the store and increase, which has become a large number of takeout orders and special drinks. The reduction of recruitment threshold also means the relative decline of personnel ability. It is a waste to spend more time training a more capable technician. Coupled with the consideration of salary, many people will choose to take the management route after passing the primary examination.
as for the management direction, in the early stage of the brand, the promotion system was divided into four stages, namely “c-post-mvp-bp-store manager”. Baristas who have passed the primary examination can choose to prepare for the intermediate examination, or start from post C, step by step to the pyramid of the store and become the store manager.
but little a noticed that the brand had deleted the BP course last year. Generally speaking, after completing the BP course, baristas need to go through a round of written examination and interview assessment, and launch a vote for the team. The voting includes the investigation of coordination ability, management ability and other dimensions, which is equivalent to an internal discussion. After the voting is passed, the barista will be given the qualification to pick up the shop.
now, baristas only need to win the MVP qualification, receive the training of regional managers and KPI investigation for months, and then they can pick up the shop. In addition to being responsible for the management of stores and personnel, the store manager who takes over the store also needs to provide various data reports, summaries and research reports to the headquarters every month. The
market continues to expand, the brand is moving up step by step, and a more efficient, convenient and patterned route can accurately eat a larger market in single point replication again and again.
“the reason why many people stay here is to learn some management knowledge. We can obviously feel that the brand’s personnel demand has also changed from high-quality talents in technology to high-quality management talents in the coffee industry.” Little a said. Side B of
brand popularity: individual contradiction. The rising market popularity of

brand has brought flying orders. The circulation speed of
stores is accelerating, and the flow has become an inevitable trend. It is also an indisputable fact that special personnel are assigned to special posts.
“the internal team has discussed this for many times. Our most intuitive feeling is that the direction and route of the brand is different from that of the barista who wants to improve himself. The biggest problem is that everyone wants to improve their ability, rather than becoming more and more programmed.” Small a feeds back to effervescent VC.
brand often transfers the excellent baristas in the team to large stores with better location and better reputation, or cooperative stores such as art museums and museums. Everyone in the original team laughed at themselves when chatting with little A. they became a single making machine. They were not the busiest, but busier. Especially after the brand starts the delivery out of the whole city, the quantity of takeout orders can reach more than 100 orders on a single day on weekends, and there is almost no breathing time except for eating in the peak period.
a cup of high-quality coffee generally includes grinding, powder weighing, brewing (extraction), milk beating, fusion, flower pulling and other steps from ordering and making to reaching consumers.

when the energy is highly concentrated and the process is repeated many times, many ideas and ideas of the barista (such as extraction ideas) are difficult to open, and the thinking logic of grinding coffee is not easy to run. Xiao a mentioned that in the past, we would gather together to discuss how to make better coffee and study various technologies and ideas, but now there are fewer and fewer. Because of the particularity of the industry, it is very contradictory to put speed and quantity on baristas who attach great importance to personal ability.
in addition to employees who sincerely support the brand and culture, it is not important for some people to improve their skills steadily.
“for employees, what we want is to make the brand better and better. But for others, working in a coffee shop is a casual thing, so this is also a tired point shared by many friends with me. Before, we wanted to strengthen and expand the store and make it a championship store, but now we don’t think it’s necessary.”
xiaoa also told effervescent VC that many excellent baristas would switch from small coffee shops to brand stores in the past, but they haven’t seen it for a long time now. Compared with boutiques, the advantages of brand stores mainly lie in fixed treatment, subsidies, five insurances and one fund, etc. In addition to the high-quality talents who leave the store, another group of experts in the market come from the winners of the coffee competition, but they usually don’t choose chain brand stores, because the award itself means traffic. In the
arena, the impact on the brand is not only the barista, but also the inter-bank practitioners who smell business opportunities. At the beginning of 2021, Lele tea launched the coffee brand “doudoule”, and Xi tea and Naixue tea also entered the high-quality coffee market one after another. International brands, which have long been rooted in the front line and continue to develop, will not miss this opportunity. Tim Hortons has more than 300 stores in China. Starbucks’ financial report for the first quarter of fiscal year 2022 (October 4, 2021 – January 2, 2022) also shows that this is the fastest quarter since Starbucks entered the Chinese market – 197 new stores in a single quarter.
“considering the continuous entry of coffee brands, the impact of other international brands and the continuous accumulation of knowledge (brand stores), I don’t think we can recruit real technical talents at this stage. If we are compared with other brands, (baristas) Why not choose brands with higher product quality and talents such as m stand and blue bolt coffee? ”
rising side B: deformed boutique coffee

in 2002, Trish rothgeb, a roaster at wrecking ball coffee roasting factory, proposed the term “third wave of coffee wave”.
after two great changes in the 19th and 20th centuries, the third wave generally refers to that importers, suppliers and bakers in the industry regard coffee beans as handmade food and formulate corresponding standards for them, such as origin, cultivation methods, treatment methods, different flavors, etc. New baking techniques have emerged, and the baking degree of this kind of coffee beans is shallower than that of the traditional way. In addition, enterprises pay more attention to Barista Training and coffee quality improvement, trying to bring better service and experience to consumers.
since the first international trade exhibition in Beijing in 1999, Starbucks has spent nearly 20 years to break the inherent impression of domestic consumers that “coffee is Nestle” and bring the concept of “third space” into China. Around 2012, a group of entrepreneurs who have received advanced coffee culture education set up brands in China in an attempt to innovate the market with high-quality coffee and make Chinese people feel more different high-quality coffee.

take xiaoa’s boutique coffee brand as an example. The store focuses on classic Italian style, hand punch and creative special flavor.
but perhaps this is just a beautiful vision. The per capita consumption, coffee shop penetration and density of the domestic market still lag far behind the global market. According to the 2021 white paper on the development of China’s coffee industry, in 2020, the per capita coffee consumption in mainland China was 9 cups / year, the relevant data in Japan was 280 cups / year, and the United States and South Korea were 329 cups / year and 367 cups / year respectively.
in order to improve consumers’ acceptance and consumption power, many boutique coffee brands tend to be tea drinking, and the homogenization of products is serious. Take coconut pie products as an example. Ruixing coffee launched “raw coconut latte” in April 2021 and was very popular. Naturally, other brands followed suit. At the end of May, m stand took the lead in announcing new coconut series products, while seesaw launched three coconut series products in July. Whether it’s Coconut osmanthus pineapple or bubble litchi apple, there must be a catch-up between brands in places with special flavor.
Boeing Lou, the co sponsor of China Coffee Industry Alliance of the Ministry of Commerce and the sponsor of the competition system of China siphon pot barista competition, also said in an interview with times online that “the word” boutique “has been roughly conceptualized. Now 90% of them are called boutique coffee shops, and the coffee sold in them is not a boutique and can not meet the standard of boutique.” Boeing said that there are grading standards for high-quality coffee beans in the industry, and the service capacity of coffee shops must keep up.
little a also mentioned this phenomenon: when creating for creativity, boutique coffee is easy to deform.
take the creative special flavor as an example. Some products in the brand special flavor series need to be made with the integration of cold extract, coffee concentrate and jam. One of the tools that baristas need to use in the preparation process is the steam stick. In the past, the steam stick was used to beat milk, but now it only plays a fusion role in the special recipe.
“there are more and more creative specialties in stores. Most customers come here to punch in and try new products. However, creative specialty and coffee bean grinding actually have little to do with it, because the specialty is more about the taste of fruit juice and jam. For example, when grinding, we have matching and SOE (single product beans) , no matter how good SOE coffee is, it is only aimed at people who love to drink classic coffee and can drink its own flavor. What the public tries more is the atmosphere of fruit juice and jam

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