China Food

Exclusive interview with post office coffee: the first store is hot and backed by 54000 outlets. Can it be made into “national coffee”?


“ 
after Sinopec and PetroChina, another state-owned enterprise entered the coffee Bureau.
 ”
Following the “two barrels of oil”, the news of another state-owned enterprise joining the coffee industry is boiling in the industry.
In Xiamen, the business of post office coffee opened for 9 days is not as hot as that of online Red stores: it takes an average of 2 hours to order, and the number of cups a day is more than 600.
With 54000 outlets, backed by China Post, how will it develop in the future? Can it be made into “national coffee”? I made a special trip to interview Mr. Dong, the head of coffee in the post office.
 
Opening for 9 days
How is the post office coffee business?
 
“As soon as you open the door every day, many orders will pour in from the applet. Five baristas are busy from 8:30 a.m. to 7:30 p.m., and there are still many lists that can’t be made.” Mr. Dong told me.
 
There are also many customers who, because of the platoon leader, went shopping after ordering, and finally forgot to pick up the meal. “There are 30 ~ 40 cups of unclaimed products every day, and we will contact one cup the next day to redo or refund”.
 
These days, the post office coffee team is also optimizing the operation process, hoping to reduce the waiting time of customers and get the coffee earlier.
 
With a familiar touch of green, post office coffee has pried the “postal complex” in the hearts of Chinese people. On the day of opening, log in to microblog hot search, and become the first on the popular list of local cafes after opening for a week. Young people who had not written a letter for a long time rushed to the post office to punch in coffee.
 
Mr. Dong revealed that the heat of post office coffee far exceeded his and the team’s expectations, with a maximum of more than 500 cups. After customers order, they have to wait an average of 2 hours to get the product. Three kinds of recharge cards (999 yuan, 520 yuan and 214 yuan, with different amounts and discounts) were launched on the opening day. More than 100 cards were sold in one week.
 
The popularity of post office coffee has become a hot topic in the beverage industry at the beginning of the year. In fact, despite the National IP of China Post, people in the industry have question marks in their hearts:
 
Can post office coffee become a brand? On the scale of business, is it professional enough?
 
Looking at
from a commercial perspective
Is post office coffee “strength school”?
 
Take 1 minute to popularize the fundamentals of post office coffee.
 
Post office coffee, located in Xiamen international trade, is the first direct store of China Post and the store in store model of the post office of the international trade building. It officially opened on February 14 this year. It soon appeared on the microblog hot search list and swiped the screen social platform, which was reported by the media.
After dismantling the brand of post office coffee, I found three points worthy of attention:
 
1. Look at the brand: “postal green” is the largest IP address
The first post office coffee opened in the international trade post office can be said to have put the IP of China Post in place.
First, postal green has its own humanistic flavor.
On the first floor of Xiamen International Trade Building, looking from a distance, the familiar postal green is naturally reminiscent of letters.
Compared with Klein Blue and Hermes orange, postal green is a humanistic feeling rooted in the minds of Chinese people, regardless of regions and people.
 
Second, post boxes, bicycles and other decorative elements are grafted with the letter complex
The first thing you see when you enter the door is “China Post” on the background wall of the bar, which has a visual sense of entering the postal network.
 
On the little red book, elements such as mailbox, bicycle and canvas bag appear in high frequency. These “ancient early ornaments” have become the clock in point where the post office coffee must be photographed and dried.
The official account of Xiamen Post said that consumers can not only taste coffee, but also write corresponding thematic postcards, post offices, and experience new scenes of post diversified services in this coffee shop.
“In the future, baristas should not only dress close to China Post, but also receive postal culture training,” Mr. Dong said
 
As for China Post, there is a joke, “as long as it is Chinese territory, it can be delivered as long as there is a zip code”. 54000 business outlets, 400000 cooperation outlets, and even post offices in space, deep sea, Antarctica and Everest. Many years ago, Premier Zhou wrote an inscription for the postal service that “the national pulse is tied to the postal service for thousands of miles”.
 
In the heart of every Chinese, there is more or less a “postal complex”, perhaps the first letter from home, the first money order, or the first gift package
 
Post office coffee is grafting this cultural complex through various immersive experiences.
 
2. Look at the product line: 10 pieces, integrating popular elements
 
The menu of post office coffee is very simple. There are 10 items in three categories: classic coffee, special coffee and tea, but the classic and popular elements in the market are included. For example, the old three kinds of “American latte Kabu” meet the needs, such as thick milk, Oatmeal Milk, dirty, special flavor and other innovative products, taking into account the needs of early taste and punch in.
 
In addition, the price of postal coffee exclusive bar full-time barista is slightly higher than that of “convenient” coffee.
 
The price of post office coffee ranges from 22 yuan to 38 yuan, which is 5-10 yuan higher than that of coffee brands in the store in store mode on the market, such as family PAIKE coffee, Macon coffee, PetroChina Yijie coffee, etc.
 
The post office coffee shop also adds an automatic coffee machine at the cashier. The clerk works part-time to make cups. Different from that, the post office coffee has an exclusive bar and a full-time barista is responsible for producing it, which can pull flowers.
 
During the opening period, new customers will be reduced by 10 yuan, which is equivalent to 12 yuan for customers to buy a cup of American style. If you use a recharge card (minimum 7.50% discount), the price of an American Cup is 16.5 yuan, and the cost performance is still commendable.
 
3. See popular models: telling post office stories with products
 
Mr. Dong told me that the best selling product of post office coffee is special coffee: Haohao Huasheng and No. 111. The order rate of these two products exceeds 30%.
 
Among them, the flower pulling on the “flower” raw coffee is the logo of China Post. When the cup is served in the hall, the plate will be matched with a postal bicycle ornament, which has a full sense of scene.
 
Another model, No. 111, also has a story. “No. 111, Jiefang Road, Tianjin, is the first post office in China, the birthplace of Daxing post office, and the first stamp comes from here.” Mr. Dong told me.
 
4. Look at the raw materials: 100% Yunnan beans, restore the Chinese flavor
 
After Yunnan brand four leaf coffee, post office coffee is another brand that “uses Yunnan beans 100%”.
 
It is understood that the coffee beans of post office coffee are Yunnan SOE tequila and Baimashan manor of paozhang mountain from Pu’er, Yunnan. They are deeply roasted and suitable for special and American style.
 
State owned enterprises drive domestic beans, which can better stimulate consumers’ enthusiasm of “supporting domestic products”.
 
In addition, the milk of postal coffee uses cold chain fresh milk with a 14 day shelf life, and the coffee machine uses Swiss automatic coffee machine, with a single price of nearly 100000 yuan. From the perspective of chain standardization, it is also more in line with commercial logic.
 
Hundreds of
will be opened this year
Can postal coffee get rid of the “resource trap”?
 
After nine days of business, Mr. Dong said, “the first store has given us great confidence. The chemical reaction of post + coffee is in the right direction. My team and I need to study hard and hope to make post office coffee a national brand.”
 
Mr. Dong also set a goal for this year: “the next city to expand stores is Beijing, followed by Chengdu, Changsha, Hangzhou, Shanghai, Shenzhen and other places. Places with good coffee atmosphere will open stores one after another. It is expected to open hundreds of stores this year.”
 
In the past two years, a number of state-owned enterprises are entering the coffee market.
 
Sinopec’s Yijie coffee, PetroChina’s hospitable coffee and the post office coffee mentioned in this article rely on the strong trust and endorsement of state-owned enterprises and have national brand awareness. Even in the outlets of extension stores, they can open their stores to the whole country in a short time, and their comprehensive resources are incomparable.
 
Hospitality coffee of PetroChina
This kind of comprehensive resources will certainly bring huge development advantages in a short time.
 
But it also reminds me of the saying of “resource curse” in the economic field: areas with rich natural resources will fall into the dilemma of over dependence on resources and single industrial structure, and economic growth will eventually fall into slow or even stagnation.
 
In the field of coffee, any project should avoid falling into the “trap” of resources and breaking away from the coordinate system of market and consumer demand.
 
In Mr. Dong’s plan, the business logic cannot be violated.
 
“Our products will be adapted to local conditions this year. For example, according to the dietary differences between the South and the north, we will make new products in local chemistry.”
 
“In terms of opening stores, each store should have a profit model test. If there is space, it will do a theme store with an area of 50 ~ 100 square meters; some small business sites, such as campus and community, will do outside belt oriented stores; business sites in the business district will develop business District stores with 5 ~ 10 seats.”
 
Entry of large state-owned enterprises
What can it bring to the coffee market?
On February 15, the internal letter from the chairman of Ruixing coffee showed that in January this year, Ruixing opened about 360 new stores, breaking the record of Ruixing’s total number of stores in a single month. The transaction volume of stores in the golden week of the Spring Festival was three times that of the same period last year.
 
In the county store of lucky coffee, the old man also bravely walked in and drank their “first cup of freshly ground coffee” in this life. Some old people even formed the habit of one cup a day.
 
The success of these brands has enabled the industry to see a lot of real “coffee demand”.
 
Leaving aside the first and second tier cities, not to mention exquisite white-collar workers, in the wider Chinese coffee market, more people are still in the stage of “the first cup of coffee”, and need continuous market education.
 
From another perspective, these large state-owned enterprises pour into the coffee track, which can play the role of market education and awaken coffee consumption to a certain extent.
 
The birth of “China Starbucks” is not a slogan, but all forces unite to make a cup of coffee that can be bought, affordable and used to.
Author: monarch; Source: Kamen club, reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246); Foodaily Expo 2022] foodaily Expo 2022 is the theme and invites 500 + the world’s most innovative brands and 4000 + middle and high-level industry decision makers… In the conference (foodaily fbic 2022) module, we set 2022.05.31-06.02. We’ll see you in Shanghai! related reading

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