Enterprise strategy of 85 degrees C.

It took a year for the 85-degree C coffee baking shop to open more than 100 coffee and cake baking shops in Shanghai and its surrounding areas in a low-key manner. Every store has a good business queue. This business legend is undoubtedly worth learning and learning from.

Reshaping the business model of coffee chain stores

1, low-key shaping the coffee market pattern. Starbucks will further fashion and popularize the traditional Italian aristocratic cafes, so 85 C will further popularize the lifestyle of coffee and West Point on the basis of Starbucks, extending from the leisure way enjoyed by the elegant middle class to the whole society, and bringing many people who don't drink coffee and don't like West Point cake into the ranks of consumers.

2, the impact of high school, so that mainstream consumer groups flock. The low-key and simple storefront image has the highest taste and grade, which meets the "face demand" of consumers' psychology. It is a wise choice to buy things here, and it will not be said that it is cheap.

3. More popular product lines in the market. There are more than 20 kinds of drinks and coffee, more than 60 kinds of cakes and 88 kinds of bread. The products provided by the 5,400-square-meter central kitchen are dazzling, far exceeding the general cake bakery. Caesar, cheese balls, 85-degree coffee, blueberry cheese, matcha red beans and other varieties are very popular with consumers.

4. Excellent store opening strategy. Before entering the Chinese mainland market, the 85-degree C store opening team investigated in Shanghai and other places for two years, and then opened hundreds of specialty stores in one year, which was very remarkable. The reason why so many shops can be opened in a short time is to negotiate with property owners to reduce rent or even waive rent through cooperative shareholding, which has improved the speed of opening shops.

5, five-star food enjoyment. In order to reflect the brand's high value and low-key, which is obviously different from Starbucks, 85-degree C chose a pastry baker in a five-star hotel as the chef. Because such talents are very scarce, it is not easy to leave the original high-end hotel work, so the chef is given shares and higher wages. In order to hire a chef in a five-star hotel, it took the general manager of 85 degrees C three years to finally impress him. The chef was in tears for 8 minutes and joined 85 without saying a word. Consumers can enjoy cakes and coffee from Guatemalan coffee beans at very affordable prices, which undoubtedly gives them great enjoyment and satisfaction. Tasting the food of five-star chefs has also become the best stunt and advertisement, which has brought a good word-of-mouth effect and led more people into 85 degrees C.

All-round differentiation and higher added value

The core element of the great success of 85 degrees C is differentiation and creation of new value. Many people think that 85 degrees C is won by price war, but it's just appearance. In fact, price war is also a differentiation strategy, that is, price differentiation can make consumers feel it quickly, but it is not enough to do this, not only to reflect price differentiation, but also to reflect value differentiation and experience differentiation!

Consumers need not only good quality and low price, but also some use functions. They value feelings and experiences more. Through the systematic analysis of 85-degree C, we have found the method and secret of rapid success of enterprises, which is worth our in-depth study and thinking. Such a comprehensive differentiation strategy is completely suitable for the upgrading of most agricultural products, catering, tea and snack foods in China, and has achieved a high level of development.