"You don't need to look around, maybe you walk around a corner and it's where it is." Gavin Wang, founder and CEO of Coffee Zero Bar, described the positioning of Coffee Zero Bar to Yiou Catering - in order to meet the needs of fragmented scenes, self-service coffee retail is realized with freshly ground smart coffee vending machine as the carrier. Coffee Zero Bar has reached the B round of financing stage three years after its establishment. At present, it has more than 1,000 devices in the country, in addition to direct operation, it also carries out the "City Partner Plan" within a certain period of time, which is equivalent to a fiduciary franchise, and has been stationed in more than 20 cities for pilots, with millions of registered users. Gavin said that the coffee zero bar grinds a sword for three years, and it is the time to shine the sword at this time.
<h3>Three years of grinding a sword, what has coffee zero done? </h3>
According to Gavin, the coffee zero bar mainly did machine iteration, operation improvement and product upgrades. Initially, the outside world's cognition of coffee zero bar was more of a smart device, in fact, the device was only an entrance carrier. He divided the development of coffee zero bar into three stages: 2015-2016 is the stage of small incubation and polishing verification, mainly in the exploration of how to build and establish the standardization of products and equipment. During this period, the machines independently designed by Coffee Zero Bar and OEM by manufacturers have also been iterated from the original generation to 4 generations. From 2016 to 2017, especially after receiving investment from Joy Capital, on the basis of the relative standardization of equipment and products, Coffee Zero Bar began to create operational standardization. Recalling the time, Gavin lamented: "Taking care of a coffee shop is a person who manages people, and managing a coffee machine is actually more difficult than managing people, because a parameter that is not right will produce a lot of loss." "At this stage, Coffee Zero Bar improved the ERP system and operation database.
In today's third stage, the focus of the coffee zero bar is to polish the product. Gavin compares smart devices to workshops, and after having selected coffee beans, what needs to be achieved is to produce better quality products. In fact, for smart devices, behind the word standardization is the long-term research and development team. Compared with the relative standardization achieved in the first stage, in the context of today's more diversified consumer demand, Coffee Zero Bar wants to achieve higher standards of product stability and product diversity.
<h3>Three years ago, "Bright Sword", Coffee Zero Bar released the Daily Coffee product strategy</h3>
At the recent new product release, Coffee Zero Bar announced several major events. First of all, adhering to productism, Coffee Zero Bar and WSC have reached a strategic cooperation, which will enhance their own strength with the help of WSC's advantages in research and development, establish a strong beverage product research and development team and research and development room, and promote the construction of the market and brand. At the same time, Coffee Zero Bar also released three new products: ink coffee, blood coffee and blue coffee. Moreover, in order to further accept the market test, Coffee Zero Bar announced the opening of the "Million Cup" gift program. Zhang Di, COO of Coffee Zero Bar, announced the product strategy for the first time, that is, to give users a cup of Daily Coffee: daily coffee. "So what is Daily Coffee?" It is a good cup of coffee that users drink for their own needs and drink every day. Remove all the exaggeration attached to the coffee, and retain the quality, health, natural and other qualities that the coffee should have, so that the coffee returns to the essence, so that users have to drink a good cup of coffee every day. Zhang Di explained.
Compared with before, the coffee zero bar machine announced this time for the 5.1 version, a collection of more than 20 patents, in the production speed and food safety protection has made some breakthroughs, such as the setting of the "automatic cup lid drop function". At present, there are about 20 SKUs in the machine, and the coffee zero bar can provide more than 60 kinds of SKUs. In terms of cup type, from the small cup originally limited by the brewer and grinder, it has been replaced by the current 15-ounce large cup, and the price is still 12-22 yuan. At present, in addition to coffee, coffee zero bar is also trying to provide more categories of drinks. "If Starbucks is standardizing the training of a small number of barista blenders, then coffee zero bar is to standardize self-service equipment and let consumers become 'masters' in making a cup of coffee," Gavin said.
It is reported that the terminal equipment of the coffee zero bar integrates crm, ERP and intelligent management three major systems, which not only realizes real-time data sharing, but also provides a convenient background guarantee for intelligent control - all settings and formulas for the terminal can be controlled and transmitted by the cloud.
<h3>Trillion coffee new retail market, "unlimited scene" coffee zero bar where the opportunity is? </h3>
In the self-service coffee vending machine and even the self-service vending machine industry, some enterprises only do operators, and the machine takes the form of channel cooperation, such as Lai Cup Coffee; there are also enterprise machines and operations that are all done by themselves, such as coffee zero bar. In the current coffee new retail track, capsule coffee, coffee vending machines, coffee delivery and other enterprises are almost on the same starting line. Comparing the supply of coffee in the Chinese market with the world average, Gavin judged that the development potential of the Chinese market is still very large, and more and more coffee drinkers may be in the future.
Whether it is a new type of tea or a new retail of coffee, the change of consumer demand is one of the important factors affecting the development of both. Gavin summed up the advantages of the coffee zero bar as "infinite scenes" – there are no hard requirements for scenes. He believes that coffee is more limited by the crowd and the number of people, while stores, business circles and crowd ranges often limit the expansion of coffee shops, and smart vending machines just solve this problem. Therefore, in his view, there is not much competition between coffee smart vending machines and cafes, more complementary to each other, and users can completely overlap. Coffee still needs a consumption scene after all, Gavin told Yiou that coffee zero bar is to provide consumers with a coffee consumption scene.
So what exactly is coffee new retail? Gavin explained his understanding to Yiou Catering: Unlike traditional retail, the biggest difference between new retail is that it is user-centric. Coffee Zero Bar thought about the "four W's": Who is the user? Why coffee? What kind of coffee to drink? How do you want to drink coffee? Based on this, he hopes that Daily Coffee can bring consumers a sense of gain. Coffee is not a simple product, there is a scene demand, so he defines the new retail of coffee as the need to do a full range of online and offline experience, not just a simple online order, offline order, but to occupy the offline scene, online occupation of the mind.
Based on this, Coffee Zero Bar will deeply cultivate the social attributes of coffee, and launched "please drink him" and "old users share new users" and other games. Next, Gavin told Yiou Catering that while continuously doing a good job in products, it will think more about the supply chain.