3 times salary to dig people, to grab the Starbucks site! Will you buy this Tang Wei endorsement coffee?
"I have already drunk more than 20 free coffee."
——This is a working office lady in Chengdu, Ms. Liu, who recently shared the text on the link in the WeChat circle of friends. There are not a few coffee lovers who have the same experience as her. Therefore, the take-away paper bags with the spokespersons of Tang Wei and Zhang Zhen are often carried by people in major office buildings...
It all stems from a crazy marketing that began in early 2018.
Why is it crazy marketing? It is understood that the company named Ruixun Coffee entered the market with 1 billion yuan, and sold 5 million cups of coffee within 4 months by fissile subsidy marketing method; as of May, 525 stores have been opened; It also issued a three-fold salary to dig competitor Starbucks employees...
The store is expanding at a high speed, "burning money" to cultivate the market, and high-profile "provocation" opponents. Can Ruixing Coffee really do what it wants, "kill" Starbucks?
3 times salary to dig Starbucks employees
According to the Beijing Business Daily, on May 8th, industry insiders close to Ruixing and Starbucks revealed that Ruixing had been digging people from Starbucks since December last year. The main recruits were middle and high-level managers, and Ruixing Coffee Some of the salary given is more than three times that of Starbucks.
According to incomplete statistics, about one-seventh of the employees in Starbucks Beijing market have been dug away by Ruixing, and some high-end hand-washing coffee employees in some important stores have even been dug up nearly a quarter.
Taking a well-known recruitment website as an example, Ruixing Coffee released a total of 207 recruitment information, of which 93 were recruited for part-time staff and baristas, followed by various technical personnel and functional operations personnel, reaching 34 cases and 26 respectively. For example, the salary of some executives has reached 15,000-22,000 yuan/month. In terms of recruitment areas, the number of recruiters is mainly in the first-tier cities such as Beishangguang.
Judging from the recruitment requirements, Ruisheng Coffee is mainly for those who have 3-5 years of experience in the operation, technology and other high-level talents. The salary of the employees given in the recruitment information is about 7,000 yuan / month; for the barista position, although The experience of the industry generally only requires one year or less, but the salary is fluctuating. The general salary is 4,000 yuan/month, and some baristas can get 6,000 yuan/month. Compared with Starbucks' open recruitment information, the salary of the barista is mostly only 2000-3000 yuan.
At the same time, Ruixun Coffee held a press conference in Beijing. The founder, Qian Zhiya, revealed at the press conference that Ruixing Coffee has sufficient cash reserves, and the financing originally scheduled to start in April will be postponed until June.
It is understood that Qian Zhiya is the original COO of the China UCAR Group, and the Rui Xing Coffee created by her has been trial-opened in 13 cities including Beijing and Shanghai on January 1, 2018.
"Beyond Starbucks is indeed the goal of our team's entrepreneurship. People always have ideals, what if they are realized?" said Qian Zhiya.
Rui Xing's menu is very close to Starbucks. In addition to American and various hot and cold coffee, there are also croissants, muffins and cheesecakes. However, the price is lower than Starbucks, the same is a large cup of latte, Starbucks price of 30 yuan, Rui Xing sells 24 yuan.
“Europe's annual per capita coffee consumption has reached 750 cups, the United States has 400 cups, Japan and South Korea 200 cups, and the mainland has only 4 cups.†Qian Zhiya also saw this very clearly. Moreover, there are local well-known coffee brands in other countries and regions, and their local market share exceeds Starbucks. Since its entry into China for 19 years, Starbucks has been occupying half of the Chinese market and has never been shaken.
In July last year, Starbucks acquired the direct rights of about 1,300 Starbucks stores in Jiangsu, Zhejiang and Shanghai for $1.3 billion (about 8.8 billion yuan) in cash to demonstrate its determination to bet on the Chinese market. Moreover, Starbucks has significantly accelerated its store opening plan in China in the past two years. Starbucks China CEO Wang Jingwei has revealed that in the 2018 fiscal year, Starbucks China plans to open more than 500 stores. By 2021, Starbucks will have 5,000 stores in China.
Wang Jingwei recently revealed to the media that he will "push the takeaway service." In the future, more than 3,000 stores in Starbucks will assume the role of takeaway sites.
“It’s hard to challenge Starbucks in the traditional business district if the method created along Starbucks.†A senior coffee industry insider accepts the daily economic news, (micro-signal: nbdnews) reporter interviewed, “facing the future, especially for young people. People build new products and services that are fundamental to breakout. Differentiation is important,†the source stressed. Obviously, the new retail coffee is an opportunity.
If you play the "new retail" card, you can sit back and relax?
Since the positioning of “new retail†from the beginning, all stores of Ruixun Coffee support mobile terminal single and delivery services. As long as there is a store, the store will cover the surrounding area of ​​1.5~2 kilometers with the store, and promise to send it within 30 minutes. Da.
In Qian Zhiya's view, the Chinese coffee market has two major consumer pain points. One is too expensive and the purchase is not convenient. Therefore, all marketing activities of Ruixun Coffee are carried out around these two points. The performance is large-scale promotion and intensive distribution points. Within 4 months from the trial operation, the number of stores has reached 525.
In an interview with media including daily economic news (micro-signal: nbdnews), Qian Zhiya said that the reason why it is necessary to reach a certain store density as soon as possible in a short period of time is not only conducive to improving the convenience of customers, but also beneficial to Improve marketing and operational efficiency, and easily verify Ruixun's new retail business model. As for the next step, the store development will be appropriately slowed down, and the store will be gradually opened according to customer needs and company operation capabilities.
According to an authoritative report, the global coffee market grew by only 2% in 2017, and China's coffee consumption grew by as much as 15%. In 2015, China's coffee consumption was about 70 billion yuan. Before 2025, China's coffee market is expected to reach a trillion scale.
It is worth mentioning that on the new retail coffee track in China, there is Coffee Box, which was earlier than Rui Rui, and just got 158 ​​million B+ round financing in March this year. Moreover, even coffee is the first domestically made take-away coffee. After receiving financing, it plans to expand the number of stores to 500 during the year. According to the daily economic news (micro-signal: nbdnews) reporters, Rui Xing will also start financing in June, has been concerned by many investors. The influx of capital has undoubtedly made the new retail coffee track more insidious.
In this regard, Qian Zhiya said that pure take-out is not equal to new retail, the new retail model is the best integration of “self-raising + take-out, online + offlineâ€, and the core of new coffee retail is how to reach through big data on the Internet. The optimal balance of product quality, price and convenience.
According to the interface news, some viewpoints believe that Ruixing Coffee is just another copy of many coffee brands' high strategy. "A few years ago, "Coffee to accompany you" endorsed by Kim Soo-hyun also had similar slogans and plans." Korean coffee brand coffee accompanied you to propose the goal of “to reach 5,000 chain stores in China by 2015â€, and the situation of coffee accompanying you is that the founder has committed suicide in the Korean home due to the company’s operational difficulties, and the Chinese market is mostly The store closed down.
What do you think about this? Feel free to leave a comment or vote in the comments below.
Every reporter Li Zhuo
Every edited by Tang Yawen
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Daily economic news
Nbdnews
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