according to the enterprise survey data, up to now, there are more than 320000 coffee related enterprises in China, and 15000 new registered enterprises have been added within one year.
in 2019, 2020 and 2021, the number of financing events of domestic coffee brands was 24, 25 and 32 respectively, and the transaction amount was 1.599 billion yuan, 1.582 billion yuan and 3.936 billion yuan respectively. Since January this year alone, 12 financing events have occurred in the coffee track, with a financing amount of over 3billion yuan.
in the past may, Ruixing coffee achieved profit for the first time in five years since its establishment; Li Ning, a famous sportswear brand, has officially opened a coffee shop; Now, Huawei, the mobile communication giant, has also come. You can imagine the popularity of the coffee market.
in recent years, Huawei has successively established many Corps organizations, such as customs and ports, smart highways, data center energy and smart photovoltaic. These measures are based on Huawei’s new development goal of “more grain and survival”. The current hot coffee market may be Huawei’s next “small target”.
those who know Huawei well will not be unfamiliar with the strange trademark “Yibiao coffee absorbs cosmic energy”. Huawei has a strategic idea: a bucket of paste binds Huawei’s power, and a standard coffee absorbs cosmic energy.
therefore, coffee, a global social function, may be one of the important reasons for Huawei to get involved in this field. Huawei may focus on the global media function of coffee.
coffee cup in Huawei’s office
in the thinking of a global enterprise like Huawei, many global brands actually have a coffee shop logic. In addition to considering the value spillover of existing channels and brands, this logic also has a very important appeal that we have seen the consumption scenarios and services of coffee shops and their appeal to young people.
through the expansion and layout of the coffee shop scene, we can not only make full use of and give full play to the existing advantages of these enterprises, but also increase the possibility of dialogue and connection between enterprises and young people.
this technology mainly relies on Huawei cloud EI (enterprise artificial intelligence) technology. Huawei cloud has built an exclusive love gesture database for Ruixing coffee. Each coffee has a unique gesture password. As long as the audience imitates the gesture, they can order the corresponding coffee.
coffee shop has also introduced AR technology to provide consumers with a dream scene of drinking coffee under the stars to experience the “sense of future” brought by the intelligent linkage between products. This is Huawei’s first attempt to use coffee as a medium to promote its IT technology.
at present, the website of huangdanian tea house has been launched, including academic hot spots, selected papers, coffee and tea talk, technical problems, etc. It is also an online gathering of global scientific and technological elites through the media of drinks familiar to China and the West.
first of all, on brand power, Huawei’s brand reputation is at its peak. Because of its outstanding performance in the mobile phone field, Huawei has established a very positive image in the minds of consumers. Even in the beverage industry, this influence is difficult for many brands to achieve with huge investment.
is followed by management and execution capability. Huawei can be called an industry benchmark. Whether it’s Huawei’s wolf corporate culture or the latest army playing method, Huawei is not only powerful, but also close to the front line of the market.
on the supply chain, although Huawei has not yet established its own catering material supply system, its business is all over the world, and its purchasing capacity cannot be underestimated.
finally, Huawei’s role in the catering industry is not a blank paper.
in this competition, they refined the six key elements of taste, environment, considerate service, team activities, brand promotion and user evaluation into 22 standards for implementation. After primary selection, the global professional jury deliberated for several rounds, and the final list was determined in 86 days. Its luxury is no less than Michelin. In the years after
, Huawei held the same type of evaluation activities in succession. Every time, there were hot reviews. Every time someone showed Huawei’s selection pictures, they quickly became a hot topic as soon as they were online. Netizens commented with envy, saying that this was the legendary “canteen of others’.
mobile phones and data switches may be too far away from coffee, but catering and coffee drinks come down in one continuous line. With Huawei’s executive power, it should not be impossible to make this cup of coffee.
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