Coffee Wing Yin Feng: The Entrepreneurial Story of "Fairy Sister"

Coffee Wing Yin Feng: The Entrepreneurial Story of "Fairy Sister"

Entrepreneurship is a process in which entrepreneurs and business partners work hard to optimize and integrate the resources they own or can own, thus creating greater economic or social value. Entrepreneurship is a kind of behavior that requires entrepreneurs and their business partners to organize and manage, and use services, technologies and utensils to think, reason and judge. The following is Yin Feng's entrepreneurial story: I compiled Sister Fairy for your reference, hoping to help friends in need.

A real entrepreneur can't just run around boldly, nor can he preach in college classes. He must grow up in the tide of market economy and temper in the wind and rain.

As usual, Yin Feng was having dinner at the Coffee Wing of Shimao Department Store when a waiter came to tell her, "Mr. Yin, a guest wants your autograph, which seems to be a college student." Yin Feng went out to have a look. A college student who just graduated for half a year wants to ask Yin Feng to sign his diploma.

"This how line? How can such a serious certificate sign my name! " Thank you for your kindness. Yin Feng took a photo with him.

This is not unusual for the shop assistants here. Their boss is not only an entrepreneur but also a star. Since the program "You Are Me" was broadcasted on Tianjin Satellite TV, Yin Feng has become the spokesperson of Coffee Wing, and her name is even louder than her company. "There is a father and daughter in Xinjiang. It took more than a year to assemble a colorful vase as high as me with the colorful pages of various fashion magazines and send it to the company. The spelling on the vase is "I love coffee wings". Yin Feng said with emotion.

Beautiful, elegant and well-known, a chain restaurant entrepreneur with more than 20 direct stores and 50 franchise stores, in the new media era, this itself has combined into a communication point that can be detonated. Yin Feng, who is called "Sister Fairy" by fans, likes Chen Ou's confession in that famous advertisement: "You only smell my perfume, but you don't see my sweat ... There is no doubt and ridicule along the way, but so what?"

"On the surface, I am rich and beautiful, but I am an entrepreneur first, doing the most grounded service industry." Yin Feng said, "Coffee Wing has come to this day because of my persistence and dedication with the team."

There are three kinds of people around me: Gao Fushuai and local tyrants.

Since joining the BOSS group, Yin Feng has set aside six days to record programs every month, from 9: 00 a.m. to midnight, twice a day, and now it has exceeded 500 issues. In the boss group dominated by male bosses, Yin Feng left the audience with the impression that he was "reasonable, with advantages and disadvantages": he liked to consider problems from the standpoint of job seekers and was not so aggressive.

When Yin Feng joined the program group in 20 10, Coffee Wing had only 14 stores in Changsha, and had not really left Hunan's base camp. However, with the popularity of "You Are Me", more and more people know about the wings of coffee, which has formed a strange paradox: the reputation is abroad, but customers can't find a storefront.

"Especially Beijing and Tianjin, the former is the capital, and most of the boss's companies are also in Beijing, so they have great influence, and Tianjin is the' mother's family' of the highly rated program" You are the only one. " Yin Feng said, "From 20 12, we will consider moving our management headquarters to Beijing, with Beijing and Tianjin as the starting point for coffee wings to move to the whole country."

Yin Feng chose Shimao Department Store as the first store in Beijing. What she values is that this place is located between Gongti and Sanlitun, and it is the "distribution center" of Beijing's new consumer culture. However, when she discussed the occupancy with the person in charge of World Trade Real Estate, the other party told her that the renovation of the store must be completed within two months. Yin Feng said no problem and promised to check in on time.

After signing the contract, the person in charge invited Yin Feng to dinner, and asked slightly uneasily, "Miss Yin, is Coffee Wing your main business or sideline business?" Yin Feng said, of course, it's the main business, having worked for 12 years. "That's good, always watching you on TV, thought it was a star playing with tickets! I'm really worried that the wings of coffee will affect the speed at which we open stores. " Finally, the coffee wing was renovated in only 50 days, becoming the first catering enterprise to enter Shimao Department Store.

What makes Yin Feng laugh and cry is that many people think that Coffee Wing was born after You Are the Only One. "We entered the northern market, which is a bit like the way Niu Gensheng used to do Mengniu: first do the market, then do the products." Yin Feng said, but our experience accumulated in Changsha 10 for many years is enough.

20 13 is the only year in the history of Coffee Wing that has not opened a direct store, because this year they received 50 franchisees. "Although under the same brand, for the chain industry, the expansion and management methods of direct marketing and joining are very different. I was worried that it would be too challenging for us to do both at the same time, so I suspended direct sales last year and concentrated on joining. To put it bluntly, it is to explore how to better establish the service system and management system of Coffee Wing, and operate through data, rather than simply human input. " Yin Feng said.

In the boss group, Yin Feng is Bai's boss, and the other male bosses around her are basically the same, and the people she deals with the most every day are actually employees or partners. According to the internet, these two types of people are either "xx" or "local tyrants". In other words, Yin Feng has to constantly switch between several working modes.

Yin Feng was born in a family of revolutionary cadres, and has been a good family since childhood, so when he became a boss, he was used to being "serious". After opening several stores in Changsha, with the increase of management radius, she found that communication with employees often had problems. "I always use very professional and polite language to point out problems to the employees who serve food, but they don't understand at all. After I finished, the question remained the same. " Yin Feng said: "Later, I found that I had a problem and had to change it. I have to communicate with my employees in a language they can understand. "

Among the bosses who are dominated by Internet bosses, Yin Feng thinks that his greatest contribution to the program "You Are Me" is to change people's understanding of catering, the most traditional industry. "At first, some bosses often laughed at me for opening a restaurant, so I hit back at them: How old is your company? Is your company profitable? "

In Yin Feng's eyes, the second contribution is to change the structure of employees in this industry. With the help of this program, Yinfeng attracted a large number of college graduates, which was impossible before. "In the traditional concept, the threshold of catering service industry in China is low, and the qualifications of employees are generally not high, which makes many college students and even returnees flock to it. Is this possible? "

Many young people came all the way to Coffee Wing just to work in Coffee Wing, and some of them were escorted by their parents and family. "Most young people nowadays have little social experience and the problem is relatively simple. They think the fairy sister looks glamorous, so they think it must be the same when they enter the coffee wing. Usually I will have a deep talk with them and let them know that everything has a process, and the charm you see is only the result, not the process. It is basically impossible to take shortcuts and only learn the results without learning the process. " Yin Feng said.

Sales is not eating, but socializing.

In Yin Feng's words, her parents are both "red and professional old * * * party member", and the expectation for her is not wealth at all, but a stable and decent job that can be full of books. When Yin Feng volunteered for the college entrance examination, her parents chose the most popular international trade English major for her at that time. After graduating from college, Yin Feng obeyed his parents' wishes and entered a large state-owned enterprise.

However, Yin Feng took the route of literary youth in college, so even after graduation, his friends stayed in that circle. At that time, her various "bureaus" in Changsha were basically friends of local newspapers, publishing houses, television stations, calligraphy and painting circles, music, film and television and other cultural circles. These friends regard Yin Feng as an important "think tank" in the circle, that is, they take a fancy to many of her ideas and creativity.

After working in two state-owned enterprises for several years, creative Yin Feng finally couldn't bear to work nine to five and decided to start a business. She said that she loved reading "2 1 Century" from the beginning of school, and the concept of "chain" often mentioned in the newspaper attracted her, so she chose to join an Italian clothing brand as her first venture, and Yin Feng was responsible for the selection of goods and store design with her girlfriend, especially the latter, which showed Yin Feng's keen business aesthetic. "I am very keen on how to put clothes in the window, what accessories need to be added to clothes, and how to constantly adjust and change to attract attention. I think these things are very interesting. A year later, we really made a lot of money. " Yin Feng said.

In 2000, Yin Feng decided to be a coffee shop. One reason is that when their friends get together, it is difficult to find a restaurant suitable for socializing: it is either too noisy or the color is not enough. At this time, a newly rising Chinese and western restaurant in the south came into Yin Feng's sight. This restaurant is famous for its western food and has enough tonality. Yin Feng quickly signed a franchise agreement with the other party, and it was exclusive.

But once done, Yin Feng found that it was completely different from what he thought. As a boss, Yin Feng doesn't work at all, such as how to cook, how to design service processes and how to manage employees. She decided to go to Guangzhou and practice at the headquarters. At that time, the boss of this chain told her that she could come in the future, but there were two conditions: first, she had to wear the overalls of the waiters in the Green Pavilion, and second, Yin Feng did whatever other employees did, and she could not desert. Yin Feng vowed that there was no problem. When she arrived in Guangzhou, she checked into a five-star hotel and went to work the next day.

At the end of the first day, Yin Feng could hardly stand it. She returned to the hotel and was very tired in bed. She has no experience of walking for such a long time. She had four blisters on her feet and cried at once. She didn't know why she felt so guilty and began to waver. Do you want to stay here and struggle all night? I woke up the next morning and thought about it. I chose it myself. I'm sorry to go back on my word. I gritted my teeth, put on a band-aid and went to work again. In this way, it really lasted for a month. After returning to Changsha, I felt like an expert and full of confidence. The largest and most eye-catching 1600 square meter coffee restaurant in Changsha was profitable.

As a franchisee, the advantage is that you can enjoy the cool under the big tree. Don't worry too much about many things, but Yin Feng is not such a person. She always has all kinds of strange new ideas, which puts a lot of pressure on the people at headquarters. She feels that she is not joining, but creating another brand to open a direct store. In 2003, Yin Feng's franchise contract expired and she decided to open her own coffee shop.

This news makes many Changsha local tyrants ecstatic, because it means that they are no longer bound by Yin Feng's "exclusive treaty" and are free to join the brands she has given up. In a short time, many western-style cafes in Changsha erected signs. At that time, a friend asked Yin Feng, aren't you worried?

Yin Feng knows what his core competitiveness is, and that is the circle. The core of this circle is the media people, all famous figures in Changsha and even Hunan. From the leaders of major TV stations in Hunan to the hosts of star programs, Yin Feng has been a "best friend" for many years.

This venture just happened to catch up with Yin's second child. On the 28th day after delivery, she began to build momentum for Coffee Wings and held several large-scale activities in succession. First, she invited famous hosts He Jiong and Kyle to record "Shop Songs" for Coffee Wings, and then asked people to make Japanese songs into small CDs that were not popular in China at that time, repackaged them, and made about 654.38+00000 CDs for friends around her. At the same time, he participated in the recording of the program of Hunan Satellite TV Star Academy, the predecessor of Super Girl, and invited the final award-winning singer to Coffee Wing and packaged it into a form similar to a fan meeting. This series of activities made Coffee Wing quickly become a new landmark in Changsha cultural circle, and many program groups simply regarded Coffee Wing as a "royal recording venue".

However, with more and more stores and booming business, Yin Feng began to have confidence. In 2006, the bank will auction the downtown office building where her first store is located. The starting price of more than 6,000 square meters is less than100000 yuan. Yin Feng thought that if he bought it, he could turn it into his own utopia and the most fashionable place for petty bourgeoisie literature and art in Changsha. Without considering the price, she directly participated in the bidding and finally won the building at a price of nearly 30 million yuan.

When she returned to the company, she asked how much cash the financial account could transfer, but the finance told her that it was not enough! At that time, there were just two big stores under construction, which needed to invest 10 million yuan. Yin Feng was in a hurry, so he called his friends one by one to borrow working capital. Although he got a lot of help, there is still a gap. Finally, Sister Yin Feng suggested that all her possessions, including her parents, elder sister and herself, should be mortgaged to the bank to settle the matter. "At that time, when I saw my parents' signatures, tears suddenly flowed out." Yin Feng said that he just wanted to run forward and push the whole family to the edge of life. He had no choice but to make coffee wings.

After that, I quickly returned the money from the bank loan to my friend, and then returned it to the bank with the running water of the coffee wing. Fortunately, at the end of 2006, housing prices in China began to soar, and buildings unexpectedly appreciated sharply. Yin Feng rented several floors to a 7-day hotel chain, which increased a lot of income.

Through this incident, Yin Feng realized that to be an enterprise, you must not rely solely on your passionate mind. Later, the opening cost of Changsha Coffee Wing gradually decreased from unreasonable100000 yuan to1000000 yuan, and Yin Feng began to play the role of manager. It was not until 20 12 that Coffee Wing opened direct stores in Beijing and Tianjin, and it was not until 20 13 that it opened franchise stores. "Some people have seen that I have been on TV for the past two years. In fact, we have been accumulating strength. " Yin Feng said.

In 20 14, Coffee Wing will launch a new brand: Mini Wing, which is a younger and more fashionable brand. Yin Feng said that it will become the third space outside of China people's work and life. "China people are introverted, unlike westerners, just having a cup of coffee. Our social activities always need the help of some forms of media. The reason why Coffee Wing is a cafe is to form social media through the catering categories that China people are used to. " What makes Yin Feng proud is that Coffee Wing, as the brand of southern coffee meal, has actually gained a firm foothold in the north. "Look at other coffee chain stores in the pure south, and most of them have failed."

Yin Feng said that the happiest thing now is to fly, because you can sleep. "It is good for me to sleep for six hours a day now, and in most cases it is four hours." A classmate who is now an executive of a multinational company once said to another classmate, "Yin Feng is the petite one among our classmates, but do you know why her career now exceeds many people?" Because she always wants a result that she believes, not only to say it, but also to the end. "

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