After China Post, Tianjin Goubuli also officially entered the coffee track.
Tianyancha app shows that on February 22, gaoleya coffee food (Tianjin) Co., Ltd., which is wholly controlled by Tianjin Goubuli Food Co., Ltd., was established with a registered capital of 500000 yuan, and its business scope includes food sales; Sales of daily necessities; Catering management, etc. Shareholder information shows that the company is wholly-owned by Tianjin Goubuli Food Co., Ltd., and the legal representative is Zhang Yansen, the current chairman of Goubuli group.
In fact, as early as 2014, Goubuli began to enter the field of coffee and won the Chinese franchise of Australian coffee chain gaoleya at the price of 30 million yuan in 2015. After browsing the menu of gaoleya coffee in Huairou branch in Beijing, the reporter found that the food mainly provided by the store includes coffee (LOHAS ice drink), non coffee and set meal (exquisite meals), and the pricing is not much different from that of other coffee shops. A cup of coffee costs between 34 yuan and 40 yuan, and a staple food (Ruyi noodles, beef rice) costs between 38 yuan and 58 yuan.
Zhang Yansen, chairman of Goubuli group, once said that the intention of operating coffee is to diversify, hoping to use the profits to feed “time-honored brands” and open 200 chain stores within five years.
However, the reporter browsed gaoleya’s official wechat and found that at present, gaoleya has only 21 stores in China, distributed in Tianjin, Shanghai, Wuhan, Chengdu, Beijing and other places. Among them, there are at most 9 in Tianjin, 3 in Shanghai, 2 in Wuhan, 2 in Chengdu, 1 in Beijing, 1 in Foshan, 1 in Guiyang, 1 in Cangzhou and 1 in Xinjiang.
In this regard, Zhu danpeng, a food industry analyst, said in an interview with the Securities Daily: “milk tea and coffee belong to the Gemini category with the highest consumption frequency of the new generation. Goubuli’s entry into the track reflects his intention to approach, meet and even please young consumers. But on the whole, the prospect seems not optimistic.”
constantly changing “time-honored brand”
As a well-known time-honored brand in China, Goubuli’s reputation is not high. Reporters delicacy found that many consumers make complaints about “too expensive” and “general taste”, or “bad service” and “old decoration”.
Many analysts believe that at present, many time-honored brands have encountered problems of development and survival crisis. Single product, lack of change, no innovation, and inadequate brand publicity and maintenance lead to the continuous decline of enterprises.
It is worth noting that since the restructuring in 2005, Goubuli’s main business has changed from selling steamed stuffed buns to the operation of high-end hotels. Since then, in addition to operating high-end hotels, Goubuli has also continuously expanded its own business territory. The “cross-border” track involves a variety of business formats such as Chinese fast food, logistics distribution, quick-frozen food, breeding base, new product development, training school and so on.
At present, Goubuli’s main income does not come from physical restaurants. According to the 2019 annual report (the listing of the new third board will be terminated in 2020), the top three in terms of sales revenue are quick-frozen steamed stuffed buns, pickled pork and quick-frozen pasta gift bags, accounting for more than 80% of the main business revenue.
Wu Daiqi, CEO of Shenzhen siqisheng company, told the Securities Daily: “Goubuli time-honored enterprises have not developed well in recent years and have been expanding new businesses, such as online e-commerce. Cross border coffee tracks, or based on existing chain operation experience, expect to make a breakthrough in new market areas.”
According to the financial report data, the revenue of Goubuli from 2017 to 2019 was 108 million yuan, 129 million yuan and 155 million yuan respectively. According to Goubuli’s official website, in March 2021, the “kick-off meeting” for the research on the innovation and development strategy of revitalizing the time-honored food industry in Tianjin, led by academicians of the Chinese Academy of engineering, was held in Goubuli time-honored Industrial Park. The project leader once said at the meeting that time-honored brands should not only retain their traditional characteristics, but also from the perspective of the national 14th five year development strategic plan, Realize the goal of transformation and upgrading of time-honored brands as soon as possible.
Cheng Xu, deputy general manager of neiliansheng, believes that the key to the development of time-honored brands at present is to have an in-depth insight into the needs of users, carry out product R & D and market expansion with new technical means and information tools, actively shorten the distance with users in novel and interesting ways, and maintain a young and fashionable brand image. In addition, based on its own cultural characteristics, we should provide products and services in line with modern consumption scenes. Truly realize scientific and technological innovation, fashion innovation and cultural innovation.
will coffee be a good track?
AI media consulting data show that the market scale of China’s coffee industry will reach 300 billion yuan in 2020, and the market scale of China’s coffee industry is expected to maintain an upward trend of 27.2%, much higher than the global average growth rate of 2%. In 2025, the market scale of China’s coffee industry will reach 1 trillion yuan, showing a trend of continuous expansion.
It is worth noting that the broad market prospect has not only attracted large cross-border players such as “two barrels of oil”, Beijing Tongrentang Co.Ltd(600085) and Neiwai, but also new tea enterprises such as Xi tea and Naixue tea are entering the coffee market. On the other hand, local emerging coffee brands are also rising.
On February 14, China Post’s first post office coffee landed in the Xiamen Itg Group Corp.Ltd(600755) building, officially entering the coffee market. Reporters learned from the Xiamen post WeChat official account that post office coffee upgraded the original China World Trade Center post office. After renovation, the store not only kept postal service areas, but also increased desks and chairs for coffee and chat, and sold coffee cups, cultural products bags and other peripheral products.
Analysys new consumption analyst Li Yingtao told reporters that many giants cross into the coffee track in order to grasp the new consumption trend, grasp the consumption habits of future consumers, seize young consumer groups and add color to the original business. “At present, there is no complete giant in the coffee track. It is a rapidly developing golden track with great growth space. Compared with mature coffee consumption markets such as Europe, America, Japan and South Korea, China’s coffee penetration, consumption quota and penetration rate are far lower than those countries, but we have a huge consumer population, especially some young people, who may become coffee in the future The main consumer. ” Li Yingtao said.
Wu Daiqi believes that compared with other fields, the cross-border threshold of coffee track is still relatively low. After all, it’s just trying to do some stores first. It’s really not difficult for large enterprises to cross-border, but it remains to be seen whether they can be made into differentiated chain brands.
At present, the revenue growth of local cost-effective brands is significantly higher than that of the overall market. According to statistics, many emerging coffee brands have obtained head fund financing. For example, manner has obtained multiple rounds of financing by June 2021, the brand valuation has soared to $2 billion, and the single store valuation has exceeded $100 million, far exceeding the high-end boutique coffee such as Starbucks.
In such a crowded and promising track, how can emerging cross-border coffee brands stand out and occupy a place?
Food industry analyst Zhu danpeng believes that the integrity of the industrial chain, the tonality of the brand, the stability of quality, the control of food safety, the innovation of scenes, the improvement of the service system and the strengthening of customer stickiness are the core of the whole coffee track.
“It is suggested that cross-border players use the mode of in vitro incubation or the mode of strategic investment to acquire brands. If the business span is large, there is a great possibility that the system does not match and the management ability can not keep up, so we should avoid using the original team to operate the coffee business.” Li Yingtao suggested.
