In the past two years, in the coffee industry, many people have imitated Shanghai Manner's small store model to open stores, and many people have also discussed the feasibility of Luckin subsidies and traffic pools.
In Beijing, there is a boss who integrated these two models and opened three stores in a year with "Manner+Lucky Cinques", both of which achieved profitability, with 200+ cups on sunrise.
What kind of "survival rules" did he use?
Author ｜ Guojun
1. Open 3 stores in one year, and make profits in one month
Last month, FLYKOI COFFEE The boss You Hongda opens the third store in Beijing. This store is located in an office building in Dongdaqiao, Beijing. It has achieved profitability just one month after opening.
and 2 old stores located in Jianwai SOHO and Sanlitun SOHO are the first in the evaluation list of the China Trade Cafe and the first in the evaluation list of the Sanlitun Cafe.
Dianping ranking screenshot (ranking information is the evening of September 6)
Nowadays, there are 3 stores, the sunrise cup volume of two old stores is 200+, and the sunrise cup volume of new stores is 100+, and the average customer price is 20 yuan. They have all gone through breakeven and achieved small profits, and their turnover is increasing month by month.
"First, we set Chaoyang District , because considering the establishment of the model, it includes warehouse management, personnel scheduling, supply chain, and raw material delivery. When the model is opened, I will go and call In other areas of Beijing, and then copied to other cities, the affordable and fine coffee has huge market space. "You Hongda, who changed his career from real estate, talked happily.
FLYKOI COFFEE store picture, the picture comes from Dianping
At this moment, You Hongda talks about his coffee career, full of confidence and his eyes are bright. But half a year ago, he was so worried about his poor turnover that he couldn't sleep.
FLYKOI COFFEE story, let’s start from the beginning.
2. Imitate the Manner model and open two cafes in Beijing in one go
One night in 2018, You Hongda, the owner of FLYKOI COFFEE, pondered in the Shanghai Manner store. This store is located in Shanghai Mall, with a monthly rent of 40,000 yuan and a sunrise cup capacity of 400 cups.
After he silently calculated the various costs of a store, he believed that this take-out small store model was feasible. In addition, he has already had the experience of successfully operating stores in Qingdao, and You Hongda feels that he is sure to win.
In December 2018, You Hongda, who was on the road with an old driver, opened two stores in Beijing in one go, one in Sanlitun SOHO and the other under construction. 10 square meters, with a monthly rent of about 30,000 yuan. Each store has an investment of about 300,000 yuan in equipment, decoration and raw materials, and the two stores have an investment of 1 million yuan with rent.
Each store comes with 1 LA Marzocco coffee machine + 2 Black Hawk Italian bean grinders + 1 MAHLKONIGEK43 (American, milk coffee, hand-pulled beans separately ground); beans are ordered by themselves at the place of origin, and the cost advantage is obvious ;Milk is from Asahi Vips.
The "hot mom" coffee machine in the store, the picture is from Dianping
In order to improve ordering efficiency and operational efficiency, all 12 products in the store are priced at the same time: 20 yuan for a large cup and 15 yuan for a small cup, except for hidden menus. The store slogan is: Who says that you can drink less than a cup of good coffee for 15 yuan? You Hongda is confident in its high-quality and low-priced product positioning.
I thought I had chosen a high-end office building in the Imperial Capital, with high-quality coffee and high-quality customers, excellent products and operations, and Manner as a reference, so the business would not be too difficult, but he was stunned in the first month of opening.
"The daily rent is 1,000 yuan, and the turnover is only 200 to 300 yuan. Starbucks next door is crowded every day, and even if it is on Dianping's banner advertisement, it will be useless. The confidence at the beginning of opening the store was pressed on the ground again and again." You Hongda's memories.
You Hongda reviewed its own model again: a small store model with inside and outside, extreme cost-effectiveness of products, and a high-end office area. Qingdao's store is open in CBD and it will be profitable in 3 months.Why can't it be possible when you arrive in Beijing?
At that time, Luckin was crazy subsidies and prosperity. After re-analyzing the market, You Hongda thought of a new way of playing: learn from Luckin and use Luckin's way to open up the way to survive in a small store. .
store opening activity, with great efforts
3. Learn from Luckin's ideas, daily turnover increased from 300 to 3,000 yuan
You Hongda feels that his products are not bad, and nearby consumers are also very high-quality. In: is choosing multiple In Beijing, everyone has no extra attention and goes to give a strange small brand , and they will not even give it a chance to try it. what to do?
1. Human body sweeping the building, the first cup of free
has no money to invest in point-of-selling advertisements, You Hongda used the most primitive method: sweep the building and send orders, and every floor and every family in person.
But there are tricks. First of all, the design and material of a single page must have texture, so people cannot bear to throw it away after a glance. You Hongda's single-page copywriting is very well written, the paper thickness is more than 300g, black and white pages, and aesthetics are online.
, followed by , each page of has a "first cup free coupon" . As long as the user brings the single page to the store, he can receive a free cup of coffee.
FLYKOI COFFEE flyer page real shot and "first cup free coupon" for the single head
" This ensures that many users can experience it with a single page, and they can drink coffee for free like Luckin, and the rest must be on the quality. Kung Fu allows consumers to drink it." You Hongda said.
2. Bring friends to get a cup of
free coffee. After bringing the first wave of repurchasing customers, You Hongda immediately launched the event of bringing friends to get a cup of 1 for free.
This is exactly the same as Luckin invites friends to drink, each getting a cup. You Hongda thought clearly that if a person likes to drink coffee by , the probability that his friends around him will love to drink is also high. Since the customer is satisfied with the product, then strike while the iron is hot and ask her to bring her friends to expand her popularity.
these two traffic diversion activities have been carried out, and the repurchase rate has reached 60%.
Customer product return picture, the picture comes from Dianping
3, promote community, build a "traffic pool"
"traffic pool" is a very popular marketing thinking proposed by Luckin CMO Yang Fei in the past two years. In a word, it is: Let customers have a place to gather and connect at any time.
You Hongda's method is also very simple. has established a WeChat group since the first cup is free, and itself is a Taiwanese uncle in the group.
There is coffee knowledge exchange in the WeChat group every day, there are lottery activities every week, and when the new Douzi comes, it is also posted in the group to invite everyone to try it out.
There are also books related to coffee in the store
Nowadays, FLYKOI COFFEE has 5 WeChat groups in Beijing, with a total of 2,000 customers, most of whom are regular customers.
4. Self-built mini program: click online and get
in the store. This new model brought by Luckin Coffee has also seen the business opportunities. The white-collar workers near the store have a very fast pace of life. They have to rush to check in at the last minute during the morning rush hour, and have to rush to squeeze in the bus and catch the subway after get off work in the evening. For a non-famous cafe, waiting for a minute is too long.
He combined the cash register system to build a mini program "online, pick up in the store". There is no takeaway platform. Now the store has achieved 100% ordering through the mini program, which not only saves cash register positions, but also Obtained the attributes of "new retail coffee".
self-built mini program has become "new retail coffee". The picture comes from Dianping
5. The ultimate hot product, increasing customer orders
00. After the business of the coffee shop is stable, it is almost an inevitable choice to leave the surrounding area. Luckin also sells cups. Son, sell blind boxes. You Hongda is mainly surrounded by beans. Because he has friends in the raw bean trade, he got a pineapple bean at a reasonable price. Through self-baking, he launched the "Choose Season" in the store: 40g of pineapple beans sold for 138 RMB.
cost-effective products attracted many foreigners to the store for a while, and many Beijing cafe owners also came to buy them.Through word of mouth, everyone soon knew about this 10-square-meter shop in Sanlitun’s foreign circle.
Beans are a high-gross profit peripheral product, the picture comes from Dianping
In Youhongda's plan, coffee is the traffic model, and beans are the high-gross profit model. traffic model builds brand reputation, and finally brings a boost in gross profit through beans. Currently, the store’s bean sales account for 20% of its turnover.
6. Stores are opened intensively in the area to enhance brand potential
. After these waves of activities, it has been summer. At this time, the daily turnover of the two stores has increased from 300 to 3,000, and the daily cup delivery volume is stable at more than 200 cups. With the accumulation of positive reviews on Dianping, turnover has been rising month by month.
As word of mouth accumulates, turnover continues to increase. The picture comes from Dianping
You Hongda strikes while the iron is hot. In August this year, another store was opened in Dongdaqiao, about 3 kilometers away from the Sanlitun store, hoping to form a scale effect in a small area.
This store is open in an office building with a monthly rent of 8,000, and the traffic volume is not as good as that of 2 old stores. But what surprised You Hongda was that after the store opened, there was almost no marketing and it made a profit in one month.
"The first two stores have accumulated reputation. The new store is inside the ground floor of the office building, and there is not much traffic, mainly due to the self-traffic brought by the brand." You Hongda analyzed.
Popularity accumulation brings self-traffic to new stores. The pictures are from Dianping
4. Will the small store model be the future of the coffee market?
In the past two years, driven by Manner Coffee, take-out shops around 10 square meters have emerged like mushrooms in the corners of first-tier cities. Luckin also has the same idea in essence, opening a small store and making takeaway.
Open a small store and make takeaway. The picture comes from Dianping
Shanghai Yongkang Road, Sanlitun, Beijing, many corners of the streets may encounter a cafe. In the area of 6 to 10 square meters, it has affordable products, stable taste, and a warm boss. Such a small shop may be the best way for small players to enter the game.
"The boss must be very sensitive to square footage . Beijing is worth every inch of land. How to find your profit model in such a business environment and maximize the square footage. I think it is relatively relative to entering a small store with a small cost. Easy to succeed.” You Hongda firmly believes.
Coordination｜Zhengyu Editor｜Sun Chao Visual｜Jiang Fei
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