Rebirth declares war on the honest

Chapter 263 257. Starbucks' Counterattack
When it comes to the color that matches September, most people will think of gold, everything begins to fade with the wind, and the clouds on the sky begin to pile up, and they are dyed shining yellow under the setting sun.

So Xia Tian waved away thereupon.

In the summer of this year, the domestic coffee market was surging.

Since entering the Chinese market, Starbucks has always been the leader in domestic coffee, overwhelming domestic coffee brands.

With the improvement of people's living standards, the "third space" concept created by Starbucks has become the yearning for young men and women.

Young white-collar workers believe that leisurely drinking a cup of coffee in Starbucks with a laptop is a reflection of a decent quality of life.

And Starbucks has also noticed this psychological change of consumers, and gradually equates its image with high-end life.

The high price of a single item and the extravagant time cost make it seem that petty bourgeois life can only belong to some people.

However, 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 spread across the country, allowing many people to see the huge business opportunities in the coffee market.

Young people are being gradually shaped by coffee justice through stores dotted across the country to shape new consumption habits, making coffee no longer a luxury.

This consumption habit with high-speed potential energy has led to carnival and transpiration in the entire market.

New models and new stores in the coffee industry are emerging one after another, and product categories 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. Starbucks, Costa, Lian Coffee, Man Coffee, ZOO Coffee, Coffee Wings, etc. can be said to be contending among a hundred schools of thought, but Starbucks is still the one that really dominates the world.

Last month, the coffee giant Starbucks announced a new retail strategic cooperation with Ali Group, opening the road to digitalization in China.The first important decision was to launch a food delivery service on the Ele.me platform.

At the same time, not long ago in the United States, Nestle and Starbucks issued a joint statement announcing that Nestle will acquire Starbucks’ retail coffee business for US$71.5 billion and will obtain permanent global marketing rights to sell Starbucks products such as consumer packaged goods outside Starbucks stores.

According to the content of the agreement, Nestlé will obtain the permanent right to promote, sell and distribute Starbucks products such as Starbucks, Starbucks Reserve, Starbucks VIA and Seattle's Best Coffee in relevant channels around the world.

Packaged coffee and beverages sold in supermarkets are included, but the agreement excludes ready-to-drink products and any products sold in Starbucks coffee shops.

At the end of the summer, Starbucks was acquired on the one hand, and the rapid expansion on the other hand illustrates one thing.

Too many ants and mosquitoes can also erode the elephant's body, so the elephant fought back.

The coffee justice that has quietly achieved the second place is undoubtedly the ant that took the lead.

Originally, in the eyes of industry leaders, the birth of local brand coffee justice was also considered as a marketing "touch porcelain" Starbucks.

After raising a valuation of 2 million U.S. dollars to a new high, it has indeed become an opponent that Starbucks cannot ignore.

According to the Q3 financial report released by its competitor, Coffee Justice, the number of Coffee Justice stores is expected to reach 1500 by the end of this year.

Strive to achieve 100% coverage in the core areas of all opening cities, 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, the opponent’s net income and the number of stores have achieved phased results, but Coffee Justice, which has just broken through 3000 stores, is still far from the scale of Starbucks’ [-]+ 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 the bustling shopping malls, and competitors have snatched many customers. Starbucks obviously lacks momentum in the Chinese market. Same-store sales, average customer unit price, and transaction volume are all showing a downward trend.

These local brands have a lot of marketing tricks. The coffee drinks they have developed are more in line with the tastes of Chinese people. Coupled with relatively higher cost performance, they have gained a large number of fans in China and continue to erode Starbucks' market share.

Isn't it just online marketing?Starbucks, which has the upper hand in terms of resources and financial resources, immediately contacted Ali Group, coupled with Nestle, which is good at marketing and promotion, decided to fight coffee justice.

"So, from the performance of the other party, we can see that Starbucks' marketing strategy has begun to imitate ours. After cooperating with Ele.me, a local life platform, their only shortcoming has also been made up. Let's talk about how to stop it. The status quo of data decline?"

Coffee Justice Headquarters, meeting room.

The whole month of September is coming to an end, but the sales data of this month is different from the smooth sailing in the past, resulting in large fluctuations.

When the industry leader fights back, it is a severe challenge for the young team from any angle.

In front of the heads of each business line in the meeting room was the latest Apple notebook, and the data analysis of both parties was displayed on the screen.

"Talk about the operation line first?"

Backed by the traffic pool of Xiaojushu, and excellent consumption habits have been formed 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 speaks first.

Even Yan Yan, the vice president who usually jokes, started to speak at the meeting today. She deliberately tied up her long flowing brown hair and tied it 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 the franchise, and then further strengthen the layout in first- and second-tier cities, and introduce more new retail store partners."

Wen Ju nodded, and wrote down the word joining in the notebook in front of him, without continuing to express his opinion, he turned to look at the other person: "What's your opinion on the product?"

Fu Yufei, the person in charge of the product line, raised his head, his eyes sparkling: "Mr. Wen, I think we need to continue to intensify our efforts in new product development and product marketing. This is also our core competitiveness against Starbucks."

"How to say?"

Wen Ju asked.

"Since the opening, our coffee justice has launched a total of 73 new ready-made drinks. The phenomenon-level product Raw Coconut Latte that Baidian plans to launch on the same day has made us continue to explode on various platforms. Countless coffee brands and even milk tea brands are on the market. Follow us, if there are new explosive products, this is our confidence in the face of Starbucks, the real product barrier."

Fu Yufei, who has created many explosive 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, nodded along.

This Raw Coconut Latte of Coffee Justice was sold out as soon as it was launched, and was urged by young people all over the Internet. Young people who couldn’t buy Raw Coconut Latte even started to make the same kind of latte, which can be seen everywhere on platforms such as Xiaojushu. Videos such as perfect replica of Raw Coconut Latte", "I have achieved Raw Coconut Latte Freedom", "Improved Raw Coconut Latte".

And this round of raw coconut latte style rolled up by coffee justice has even swept across the entire industry.

This summer, Cabaidao launched the "Raw Coconut" series, and launched two products: "Raw Coconut Grand Slam" and "Osmanthus Longan Ice"; starting in June, Leleca also began to launch "Raw Coconut Milk Jelly" Raw coconut products such as Coconut Yangzhi Ganlu" and "Coconut Refreshing Cooling"; at the end of July, Xika also began to join the army of raw coconut products, and launched "Raw Coconut Latte" and "Raw Coconut Jelly Latte" Iron" and "Coconut Lemon American" drinks.

"That's right, next one."

Wen Ju 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 fully revealed in her.

Gu Yun looked at the girls and executives who were talking freely, and secretly admired them in his heart.

If you didn’t start Coffee Justice in advance, the cooperation between Starbucks and Ali Group will have to wait a few years later at another time point.

Even if the butterfly fluttered its wings and liberated the industry's top opponents in advance, the group of elites under the company, under the leadership of Wen Ju, managed to deal with it in an orderly manner, which surprised him a lot.

Once something like capital is in operation, it develops rapidly like a snowball. It seems that his role in this kind of meeting is only a summary of the general direction.

"My thoughts are similar to yours. Let me ask Mr. Gu to talk about how we should fight this battle."

Wen Ju gave up the right to speak to Gu Yun, and seeing her lover's confident expression about to speak, a smile finally appeared on her delicate side face, like the first sunshine after rain.

"What everyone said on each line is very reasonable, and I have also received a lot of inspiration. The confrontation with Starbucks is definitely not an overnight success. Next, I will extract the essence from the rough and summarize a few good practices. Everyone will implement them. Just fine."

"First of all, the idea put forward by the operation is very good. It is necessary to reopen the franchise and strengthen the refined management of the store. The next step is to organize the release of the "New Retail Partner Recruitment Plan". But it is not a first- and second-tier city. Our purpose is very simple. Through this plans to leverage the sinking markets in fourth- and fifth-tier cities.”

Speaking of this, Gu Yun turned to look at Shi Xin, and explained: "In order to increase the enthusiasm of franchisees, we must promise that we will not charge any franchise fees, and will 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 research and development funds for the product line, and strive to build product barriers. We have all seen the power of explosive models."

"Then, in terms of external cooperation, we can sign some popular young stars to be the spokespersons of our products, bringing a lot of heat to the brand and products."

The person in charge of the external cooperation line wrote down Gu Yun's arrangement in his notebook, and there was still a trace of doubt in his eyes. There are so many young stars, who should sign it?
Before her question dissipated, Gu Yun added a sentence on her own: "I don't know if you have watched "The Voice of China"? That Shen Qingcheng is pretty good, and it doesn't look expensive."

The Parker pen in Wen Ju's hand twirled quietly, and glared at him from the air.

"Everyone, don't worry, our local coffee brand will definitely make it to the end. We know more about domestic consumers and the tastes of young people."

After summing up, Gu Yun was full of confidence and did not forget to give his colleagues around him a few doses of chicken blood.

After the meeting, the office on the top floor.

Wen Ju's entire back relaxed, blending into the curve of the sofa, her brows slightly frowned, as if she was still resuming the meeting just now.

"Why do I feel that you are not in a hurry? Since the financing, the company seems to have a high valuation, but it has been expanding at a loss. Finally, it just made a profit in the summer, and it started to lose money again this month."

As the girl spoke, she stretched out her hand to untie the rubber band on the back of her snow-white neck, and her waterfall-like long hair fell down. A few strands of black hair hung around her side face, like fine lines on smooth amber.

"After all, the other party has strong financial resources and the support of a top group like Ali. You are so confident that we will not go bankrupt?"

"It's really not an opponent, so let's go to NASDAQ to ring the bell and go public."

Gu Yun shrugged, sat next to Wen Ju, and made a pot of Laoshan green tea for her with his hands folded. The water flowed from high to low without shaking at all, showing his inner peace.

"Did you do it on purpose?"

Wen Ju turned around and pinched him, with a bit of aggrieved emotion in his eyes.

"What on purpose?"

"The industries in your hands are all stable hens that can lay golden eggs. Only Coffee Justice is losing money. If the competition fails in the end and continues to lose money, have you ever thought about crazy expansion and cashing out after listing, and then leaving?"

The girl raised her teacup and blew lightly, ripples echoed on the calm water.

"Isn't that good? If it really goes public, you will be a little rich woman, and you will be financially free."

Gu Yun sat up and hugged Wen Ju in his arms. His position was slightly higher, and his gaze was accompanied by the afternoon sun, passing through the gap in the girl's neck.

In the gap between light and shadow is a Cartier Trinity necklace, three beautiful circles overlapped together, a gift from Gu Yun.

Below the gift, that is, the extension of the line of sight, there are mountains and mountains, and at the end of the snow-capped mountains are obstacles with indistinguishable materials. The light-colored long skirt is the best partner.

"Where are you looking?"

Wen Ju stuck to his lover, and quickly noticed the unscrupulous gaze, the charm in her wonderful eyes turned into embarrassment, and she raised her hand to cover her happy chest.

"Actually, I don't have any idea of ​​financial freedom, maybe I did before."

After adjusting the posture, Wen Ju's soft and waxy voice came again, "Compared with a large sum of money being credited into my account, I enjoy the process of starting a business with everyone and struggling from zero to one."

"So you don't want to cash out and run away after listing?"

Gu Yun asked.

"I don't particularly think about it. I feel that I am very happy now, and the career I am striving for is also the type I like."

"You see, I don't lack money at all now. I have a car and a house, and my daily expenses are enough. Even if you give me so much money, I feel that there is no change in essence."

Gu Yun stretched out her hand, straightened her broken hair, and said, "Then why did you work so hard before?"

"In the past, maybe I wanted to prove my ability to my father, and I wanted to get some affirmation and trust from him. If my parents divorced, I could also fight for more family property for my mother."

"Then why has it changed now?"

"Because of you."

Wen Ju's eyes fluttered, and her delicate fingers gently pressed against the center of Gu Yun's forehead, like a ritual of divine empowerment in the dark.

"With you, do I still need to prove myself to others?"

(End of this chapter)