When it comes to the colors that match September, most people will think of gold. Everything begins to disappear with the wind, and the clouds begin to gather in the sky, which is dyed with a shining yellow under the sunset.
Then the summer went away.
This summer, the domestic coffee market was turbulent.
Since entering the Chinese market, Starbucks has been the domestic coffee leader, overwhelming domestic coffee brands.
As people's living standards improve, the "third space" concept created by Starbucks has become a yearning for young men and women.
Young white-collar workers believe that leisurely drinking a cup of coffee at Starbucks with a laptop is a sign of dignity and quality of life.
Starbucks has also taken a peek at this psychological change among consumers, and has gradually equated its image with high-end life.
The high price of individual products and the cost of luxurious time make the petty bourgeoisie life seem like it can only belong to some people.
But since the beginning of the year, new coffee brands that are cheap, convenient and can be delivered to your door through an app have emerged, breaking Starbucks' monopoly in the chain coffee market.
In just a few months, the high-profile cooperation between Coffee Justice and Wanda Group has spread across the country, allowing many people to see the huge business opportunities in the coffee market.
Young people are gradually being influenced by coffee justice through stores dotted across the country, shaping new consumption habits, making coffee no longer a luxury.
This consumption habit with high-speed potential energy has led to the carnival and transpiration of the entire market.
New models in the coffee industry and new stores are emerging one after another. Product types such as instant coffee, ready-to-drink coffee, coffee machine coffee, convenience store coffee, takeaway coffee, fast food coffee and professional cafes are emerging one after another.
Different business models and products blend with each other, including Starbucks, Costa, Lian Coffee, Man Coffee, ZOO Coffee, Coffee Wings, etc. It can be said that a hundred schools of thought contend, but the one that truly dominates the world is still Starbucks.
Last month, coffee giant Starbucks announced a comprehensive new retail strategic cooperation with Alibaba Group, starting a digital journey in China. The first important decision was to launch a takeaway service on the Ele.me platform.
At the same time, not long ago in the United States, Nestlé and Starbucks issued a joint statement announcing that Nestlé will acquire Starbucks’ retail coffee business for US$7.15 billion and will obtain permanent global marketing rights to sell consumer packaged goods and other Starbucks products outside Starbucks stores.
According to the agreement, Nestlé will obtain the permanent rights to promote, sell and distribute Starbucks products such as Starbucks, Starbucks Reserve, Starbucks VIA and Seattle’s Best Coffee through relevant channels around the world.
It includes packaged coffee and beverage businesses sold in supermarkets, but the agreement does not include ready-to-drink products and any products sold in Starbucks coffee shops.
At the end of the summer, Starbucks was acquired on one hand and expanded rapidly on the other, which illustrates one thing.
Too many ants and mosquitoes will eat away at the elephant's body, so the elephant fights back.
And Coffee Justice, who quietly reached the second place, is undoubtedly the leading ant.
Originally, in the eyes of industry leaders, the local brand coffee Zhengyi was considered to be a marketing “impertinence” to Starbucks.
After raising US$200 million at a new high valuation, it has indeed become a rival that Starbucks cannot ignore.
According to the Q3 quarter financial report disclosed by its competitor Coffee Justice, by the end of this year, the number of Coffee Justice stores is expected to reach 1,500.
We strive to achieve 100% coverage in the core areas of all cities where we open stores. The distance between stores is less than 500 meters, and customers can find a coffee store within a 10-minute walk.
Judging from the financial report data, competitors have achieved initial results in terms of net income and number of stores. However, Coffee Justice, which has just exceeded 1,000 stores, is still far away from the scale of Starbucks' 3,000 stores.
The reason why Starbucks made this move is not only the frivolous data, but also its own reasons.
There are only so many stores in bustling shopping malls, and competitors have taken away many customers. Starbucks obviously lacks momentum in the Chinese market, with same-store sales, average price per customer, and transaction volume all showing a downward trend.
These local brands have many marketing tricks and develop coffee drinks that are more in line with Chinese people's tastes. Coupled with their relatively higher cost performance, they have gained a large number of fans in the country and continue to erode Starbucks' market share.
Isn't it just about online marketing? Starbucks, which has the upper hand in resources and financial resources, immediately contacted the Alibaba Group, and coupled with the Nestlé group, which is good at marketing and promotion, decided to fight against Coffee Justice.
...
"So, we can see from the other party's performance that Starbucks' marketing strategy has begun to imitate ours. After cooperating with Ele.me, a local lifestyle platform, their only shortcoming has been made up. Let's talk about how to stop it.
What is the current situation of data decline?”
Coffee Justice headquarters, conference room.
The entire month of September is coming to an end, but this month's sales data are different from the smooth sailing in the past, causing large fluctuations.
When the industry leader launches a counterattack, it is a severe challenge for the young team from any perspective.
In front of the heads of each business line in the conference room is the latest Apple notebook, and the data analysis of both parties is displayed on the screen.
“Let’s talk about the operation line first?”
Backed by the traffic pool of Xiaojushu, and which has formed excellent consumption habits among young people, this is the first time that everyone has encountered the current situation of data shrinkage. The office is silent, and no one takes the lead to speak.
Even the vice president who usually laughs and talks loudly began to speak at the meeting today. She deliberately tied up her long flowing brown hair into a neat high ponytail.
Shi Xin, the person in charge of the operation line, thought for a while and said: "I think we can open up franchises, and then further strengthen the layout in first- and second-tier cities and introduce more new retail store partners."
This chapter is not over yet, please click on the next page to continue reading! Wen Jue nodded and wrote down the word "franchise" on the notebook in front of him. He did not continue to express his position and turned to look at the other person: "What are your opinions on the product?"
Product line leader Fu Yufei raised his head, his eyes sparkling: "Mr. Wen, I think we need to continue to increase our efforts in new product research and development and product marketing. This is also our core competitiveness against Starbucks."
"How to say?"
Wen Jue asked.
“Since our opening, Coffee Justice has launched a total of 73 new freshly made drinks. The phenomenal product Raw Coconut Latte launched on the day of the 100-store plan has made us continue to become popular on major platforms, with countless coffee brands and even milk tea brands.
If we follow our trend and a new hot product emerges, this will be our confidence in facing Starbucks and our real product barrier."
Fu Yufei, who has created many hit products, is extremely capable. His speech this time was affirmed by most of the executives present. Even Gu Yun, who rarely spoke in the meeting, and who was sitting in the middle, nodded along.
Coffee Justice’s raw coconut latte was sold out as soon as it was launched, and young people all over the Internet rushed to buy it. Young people who couldn’t buy raw coconut latte even started to make their own version, which can be seen everywhere on platforms such as Xiaojushu.
Videos such as "Perfect reproduction of raw coconut latte", "I have achieved the freedom of raw coconut latte", "Improved version of raw coconut latte".
And this round of raw coconut latte trend created by Coffee Justice has even swept the entire industry.
This summer, Kabaidao launched the "raw coconut" series, launching two products, "raw coconut grand slam" and "osmanthus longan ice"; starting in June, Leleka also began to launch "raw coconut milk jelly"
Raw coconut products such as "Coconut Poplar Nectar" and "Coconut Refreshing Cooling"; at the end of July, Xika also began to join the army of raw coconut products, launching "raw coconut latte" and "raw coconut jelly latte"
Three drinks: "Iron" and "Coconut Lemon American".
"That's right, next one."
Wen Jue controlled the process of the entire meeting, and at the same time recorded everyone's wonderful ideas for practice. The temperament of a successful manager was clearly revealed in her.
Gu Yun looked at the chattering girls and executives and secretly admired them in his heart.
If I had not founded Coffee Justice in advance, at another time point, the cooperation between Starbucks and Alibaba Group would have to wait until a few years later.
Even if the butterfly fluttered its wings and liberated the top opponents in the industry in advance, the company's elites, under the leadership of Wen Jue, actually dealt with it in an orderly manner, which gave him a big surprise.
Once something like capital is put into operation, it will develop rapidly like a snowball. The role he plays in such meetings seems to be only a summary of the general direction.
"My thoughts are similar to everyone else's. Let's ask Mr. Gu to tell us how we should fight this battle."
Wen Jue gave up the right to speak to Gu Yun. Seeing her lover's confident expression as he prepared to speak, a smile finally appeared on her delicate side face, like the sunshine after the rain.
"What everyone said in various lines is very reasonable, and I have also been inspired a lot. The battle with Starbucks is definitely not an overnight success. Next, I will select the essence from the rough and summarize a few good practices, and everyone will implement them.
That’s fine.”
"First of all, the idea proposed by the operation is very good. We need to reopen franchises and strengthen the refined management of stores. The next step can be to organize the release of the "New Retail Partner Recruitment Plan." But it is not a first- or second-tier city. Our purpose is simple. Through this
Plan to leverage the sinking market in fourth- and fifth-tier cities."
Having said this, Gu Yun turned to look at Shi Xin and explained: "In order to increase the enthusiasm of franchisees, we have to promise not to charge any franchise fees and to provide marketing support to franchisees."
"The sinking market is the future."
"The product is very good. Next, Mr. Wen will be responsible for coordinating part of the R&D funds for the product line and striving to create product barriers. We have all seen the power of popular products."
"Then for external cooperation, we can sign young celebrities who are popular recently to be the spokespersons of our products, bringing a lot of popularity to the brand and products."
The person in charge of the external cooperation line wrote down Gu Yun's arrangements in his notebook, with a trace of doubt in his eyes. There are so many young stars, who should they sign?
Before her question could be answered, Gu Yun added: "Have you ever seen "The Voice of China"? Shen Qingcheng is pretty good, and it doesn't look expensive."
Wen Ju quietly turned the Parker pen in his hand and glared at him from afar.
"Don't worry, everyone, our local coffee brand will definitely make it to the end. We understand domestic consumers better and understand the tastes of young people better."
After summarizing, Gu Yun was full of confidence and did not forget to give some doses of chicken blood to his colleagues around him.
After the meeting, the office on the top floor.
Wen Jue relaxed his entire back and merged with the curve of the sofa. His beautiful eyebrows were slightly frowned, as if he was still reviewing the meeting just now.
"Why do I feel that you are not anxious at all? Since the financing, the company seems to have a high valuation, but it has been expanding at a loss. It finally made a profit in the summer and started to lose money again this month..."
As the girl spoke, she stretched out her hands and untied the rubber band on the back of her snow-white neck. Her long hair fell down like a waterfall, and a few strands of black hair hung near the side of her face, like fine lines on smooth amber.
"After all, the other party has strong financial resources and the support of a top group like Alibaba. Are you so confident that we will not go bankrupt?"
"If we are really no match, we will go to Nasdaq and ring the bell for listing."
Gu Yun shrugged, sat next to Wen Jue, held hands and brewed a pot of Laoshan green tea for her. The water flow went from high to low without shaking at all, showing his inner peace.
"Did you do it on purpose?"
Wen Jue turned around and pinched him, the emotion in his eyes was a little aggrieved.
"What's the purpose?"
"The industries in your hands are all hens that are stable and can lay golden eggs. Only Coffee Justice is losing money. If the competition fails in the end and the losses continue, have you ever thought about crazy expansion and cashing out after listing, and then leaving?"
This chapter is not over yet, please click on the next page to continue reading the exciting content! The girl raised the tea cup and blew gently, causing ripples to echo on the calm water.
"Isn't that bad? If it really goes public, you will be a rich little woman and you will be financially free."
Gu Yun sat up and held Wen Jue in his arms. His position was slightly higher, and his gaze passed through the gap in the girl's neck with the afternoon sun.
In the gap between light and shadow is a Cartier Trinity necklace with three beautiful circles overlapping each other, a gift from Gu Yun.
Below the gift, which is the extension of the line of sight, there are mountains and mountains. At the end of the snow-capped mountains is an obstacle that cannot be distinguished from the material. The light-colored long skirt is the best partner.
"Where are you looking?"
Wen Jue clung to her lover, and soon became aware of the unscrupulous gaze. The charm in her beautiful eyes turned into shyness, and she raised her hand to cover her newly blossomed chest.
"Actually, I don't have any idea of financial freedom. Maybe I did before."
After adjusting his posture, Wen Jue's soft and waxy voice came again, "Compared with a large amount of money being deposited into my account, I enjoy the process of starting a business with everyone and working hard from scratch to one."
“So you don’t want to cash out and run away after going public?”
Gu Yun asked.
"I don't really think about it. I feel like I'm very happy now, and the career I'm working on is also the type I like."
"You see, I am not short of money at all now. I have a car and a house, and my daily expenses are sufficient. Even if you give me so much money, I feel that there is no fundamental change."
Gu Yun stretched out his hand, straightened out her broken hair, and said, "Then why did you work so hard before?"
"In the past, I might have wanted to prove my ability to my father and gain some recognition and trust from him. If my parents divorced, I could also gain more family property for my mother."
"Then why has it changed now?"
"Because of you."
Wen Jue's eyes flashed, and his delicate fingers gently pressed against the center of Gu Yun's forehead, like a spiritual initiation ceremony in the dark.
"With you, do I still need to prove myself to others?"
