漫猫咖啡(MANCAT COFFEE)的本土化运营取得商业上快速的进展得益于品牌营销对中国区域化经济的了解和文化的地域特色,在中国咖啡市场赢得成功的秘密是极具对成功的渴望和改变中国咖啡市场环境的动力:寻找有趣的灵魂,因为那里万里挑一的。
在漫猫咖啡位于上海明谷科技园B座10层近2000平米整层的办公室里,我们能看到这家企业为什么能在激烈的咖啡市场竞争中走出来,从而赢得市场和消费者。与其说咖啡是一个快消品不如说是文化品,绝大多数的城市小资带着情调和一份内心的安慰愿意在咖啡店里坐上一下午,玩玩手机,看看电脑,顺便工作一下,抑或是和朋友聚会聊天。那么在漫猫咖啡的总部你就能体会到一切与咖啡有关的故事,而且被赋予了一种猫的委婉。

咖啡加盟
咖啡加盟

一位老朋友的突然到访,打断了正在工作中的程春,他正在负责部署关于新开漫猫咖啡店的相关品牌市场工作。
“最近正在忙什么?”面对这突然的问题,扶了扶黑色眼镜框的程春扭头一看,他直切主题回答:”我在忙着开店,忙着开漫猫咖啡(MANCAT COFFEE)!,
你全看到啦,在做品牌的地方本土化运营的安排工作”
皓元实业是漫猫咖啡(MANCAT COFFEE)品牌的母公司,已经有5年的历史了,同时哈经营着中国甜品市场排名稳居第二的仙芋传奇和茶饮市场的先锋代表芯茶以及今年才推出的智能机器人网红烤串品牌酱紫的串,而漫猫咖啡(MANCAT COFFEE)无疑是这些品牌中佼佼者,漫猫咖啡的脱颖而出,搅动着咖啡市场的神经,到达了”爆发”状态,而且有意做大做强中国本土咖啡品牌,为将来进入日韩东南亚市场累积品牌效应。
他自信地介绍,目前一家漫猫咖啡(MANCAT COFFEE)门店平均12.5个月就能收回初期加盟投入,对于中国,当下无疑是咖啡馆发展的黄金时期。漫猫咖啡加盟合作体系对于加盟商投资是最完整的,加盟商只有接受总部的运营模式才能获得进入体系的资格。前文中我们提到过,漫猫咖啡在全国有560多家门店,店面经营期3-5年的超过70%。咖啡市场在中国的成长空间大,市场年均17%的增长,二三线城市、三四线城市的人们,生活质量不断提升、对于生活品质要求更高,咖啡厅加盟的市场也越来越大。漫猫咖啡加盟希望接下来能够通过多年布局一套互联网餐饮管理系统,深度加强与加盟商及消费者三位一体的联系与支持,同时漫猫咖啡加盟市场份额的增长也带动了咖啡豆的生意,漫猫总部在历年财务收银数据物流ERP系统的基础上耗资百万,自主研发了云计算大数据服务管理系统,打通线上下线活动、门店产品更新、在线支付、微信定位、三位一体的消费者互动等等,为每家门店提供有力的看得见、摸得着的数据支持。

上海皓元实业有限公司漫猫咖啡
上海皓元实业有限公司漫猫咖啡

皓元实业的目标则是2020年内将漫猫咖啡(MANCAT COFFEE)开到1000家。但门店数量仅是漫猫咖啡在中国发展的一部分。我们会不断的迭代进行咖啡文化的整合和多元化的发展空间,餐厅,咖啡,酒吧的集合体,更负责漫猫咖啡的文化氛围和当下年轻人的喜好。新开的500家店,并不是简单地重复500次,而是用不同的方法开出500家不同的门店,为当地消费者带来融入本土化特色的消费体验。除了北京上海外,作为市场品牌推广负责人的程春坦言,与开店速度相比,我们更关注中国中产阶级的崛起。漫猫咖啡定位轻奢注意路线,主打都市白领年轻群体,80后90后是漫猫咖啡的主力消费群体,他们接受中国快速发展的互联网文化以及对待消费主张的个性独立自主。中国消费者对漫猫咖啡品牌的尊重,以及我们在上海、北京等大都市以及中国三线四线城市的成功发展,意味着漫猫咖啡在中国的发展潜力无限大。”程春补充道,“我目前的工作职责就是打造超高端咖啡加盟品牌以及漫猫咖啡的文化理念,这对漫猫咖啡加盟业务而言,是一大重要补充,能够带动公司其他业务的发展。”
敏锐的观察:满足不同地域的中国人特有的消费习惯与当地的特色文化结合起来,就像是中国政府提出的特色小镇一样,经营本地化一家漫猫咖啡馆。

上海皓元实业有限公司漫猫咖啡
上海皓元实业有限公司漫猫咖啡

即便对合作方要求甚高,漫猫咖啡(MANCAT COFFEE)无疑已吸引了大批想要从中分一杯羹的中国商人。也就是本文开篇说的漫猫咖啡本土化成功的秘密”有趣的灵魂是万里挑一的”程春如是说。
曾经在咖啡行业的品牌推广与运营打拼7年多,程春发现,可能是咖啡的基因文化与特色很难融入生活,亦或是咖啡经营过程中快餐化,很难具象。而像大品牌星巴克的价格又十分昂贵,对于普通的年轻城市白领消费上有选择的余地。餐厅分为高中低档,有钱人可能每顿饭吃到上千,而普通人一顿饭大概仅在50-100元左右。”身份差距非常大。”程春说,但在咖啡厅里一杯咖啡的价格只有20几块元,价格便宜,猫咪独特的主题环境文化给人更放松的感觉,却让人感觉不到身份的差距。而且漫猫咖啡非常重视软装。
当然,漫猫咖啡(MANCAT COFFEE)也似乎更弥补了中国人对星巴克的那些个不满足:星巴克空间狭小,局促,漫猫咖啡(MANCAT COFFEE)建筑宽敞明亮;星巴克鼓励带走,漫猫咖啡(MANCAT COFFEE)说,欢迎你带着电脑待上一天;星巴克将店开在地价高昂的CBD,漫猫咖啡(MANCAT COFFEE)却选择了商场、社区、景点等地价温和的地方。二次元漫猫文化的融入差异化成了和独特主题视角是漫猫咖啡的的一个绝杀。
点餐后充满童趣、颜色各异的小熊,异域风情的灯饰,充满年代痕迹的老榆木餐桌,以及高低不同的仿古沙发椅,都让人们来到漫猫咖啡(MANCAT COFFEE),就像来到一个老朋友的家一样,不会因为害怕弄掉了桌角明亮的新漆而紧张。一边,因选址拉低了商业中成本占比最高的土地成本,一边拉高了消费水平,增加了单品利润,漫猫咖啡(MANCAT COFFEE)成功秘密也无外乎如此吧。

The mancat coffee has recently released a new strategy for the company in 2018. It is reported that the mancat coffee will be distributed throughout the country, increasing new franchisees, not only limited to regional provincial agents and existing franchisees, but also to expand to overseas markets, step out of China, and develop to Japan and South Korea and South East Asia. In addition, the head of the development and promotion of the casual cat coffee market, Mr. Cheng Chun, also said that in 2018, the label of coffee sentiment with Chinese characteristics will also become one of the brand strategies for this year. Drive Chinese Belt and Road Initiative enterprise strategy, more young people interested in Western coffee culture and China tea culture and diversified development of space, Manmao coffee will force in this regard.

上海皓元实业有限公司
上海皓元实业有限公司

Expand the market space force Internet plus coffee

It is understood that the warm and romantic coffee culture atmosphere in recent years has quickly seized the market by Korean culture in China, but because of the rapid expansion of management lag, word of mouth has been criticized repeatedly. The cultural and economic trauma brought by the Sade incident is very difficult to dissipate in a short time, and the Korean brand coffee is rapidly failing. And the Chinese local brand will usher in the development space, the industry analysts believe that the cat coffee seeks the diversified development space of the enterprise culture, will take the initiative to occupy the market, expand the stock space, actively develop the overseas market, increase the increment space, let the people like the coffee in the world experience the growth and independence of the Chinese coffee culture more. Special Chinese features, and in the development of the mainstream coffee brand, the consumer’s cultural recognition of the cat coffee will be more active for the development of the brand. I believe many people know that Egyptian pharaoh likes cats, whether it can go to the Arabia market, the deep accumulation of coffee culture in the Middle East and the production of high quality coffee beans. Perhaps the future of the base is a broader space. It will bring a strong heart to the chaotic coffee market.

Unlike the direct model of coffee in Europe and America, the mode of joining is a tool for Chinese coffee to expand in China, and it is believed that it can also get wider development space in Japan and South Korea market, Southeast Asia market and the future Middle East market. According to the Shanghai headquarters of the Mangus coffee, the MANCAT coffee will strictly control the threshold in the following aspects, improve the operating income of the store, and bring the fast development of the cartoon cat coffee. Keep the space development of regional commercial interests and brand franchisee first, second in store operations will be given greater efforts to support the franchisee opened until the normal operation mode, development of third will be in service and material distribution of consumables will actively embrace the Internet plus, fourth will be in the product quality and the main raw materials of the strictly controlled goods Quality, and finally will be standardized in brand promotion and store service. I believe that a series of actions will win more market in 2018.

上海皓元实业有限公司
上海皓元实业有限公司

Brand image upgrading to build super IP

It is understood that since 2012, the cat coffee has been laid out in more than 500 coffee shops in the mainland of China. Compared to other coffee brands, the casual cat coffee has maintained a rational attitude. In addition, the management level and service quality of the wild cat coffee have been maintained at a high standard. It is worth noting that new franchisees, regional provincial agents and franchisees can join two times, and the development of the existing franchisees in the future development of the company’s planning. Insiders said that the Manmao coffee franchise operating costs and capital combined, with broad market space drive time advantage, bold coffee industry model innovation, especially Internet plus strategy, is bound to increase the advantages of the development of enterprises.

Cheng Chun said that the cat’s coffee has already completed the preliminary plan of the enterprise’s development, and has already reserved the talent fund. In order to guarantee the rights and interests of the former franchiser, 200 franchisees will be opened in the mainland of China in 2018. The scale of each straight shop will be around 80-150 square meters. The investment of Japan and South Korea and Southeast Asia is already in start. The cooperation model is currently in the secrecy stage, and the partners to expand the region welcome contact with the market. Director of promotion and promotion.

上海皓元实业有限公司
上海皓元实业有限公司

Diversify the development of independent logistics

It is understood that there is a professional logistics service company in the Chinese catering industry. At present, China is still a developing stage in this field. In the long run, the cat coffee will take the help of the third party logistics company, which has begun to set up an independent logistics system. The logistics center has been set up around the north and wide, and two more logistics bases will be added in the future. Gradually formed independent logistics, greatly reducing the operating costs of franchisees.

At the same time, with the constant changes in the coffee market, the development of diversified services has become an industry trend. It is reported that the cafe coffee will make a multi – space shop, in addition to providing high quality coffee products and unique cat culture, the two – dimensional culture, but also the introduction of Italy, France, the UK and other high-end European and American drinks. In addition, the “coffee media” will be one of the important projects of independent development of this year’s coffee. The so-called “coffee media” is to rely on new media outlets to develop advertising value-added services. Cheng Chun disclosed that the “coffee media” will launch commercial advertisements and public service advertisements, and commercial advertising revenue will be won by the franchisee and the company. At present, there has been cooperation with some automobile companies, cosmetics companies, media companies and charities. In addition, it will also develop online services to provide consumers with more convenient outgoing and advance order services.

上海皓元实业有限公司
上海皓元实业有限公司

Seek a “diversification” road or to meet the market

At present, the Chinese market coffee brand not only has Starbucks and other European and American big caffeine, but also the local coffee is booming, and the cat coffee may be the only leader of the industry. People in the industry generally believe that in 2018, the brand strategy of “diversification” will bring unprecedented opportunities for the development of enterprises. Cheng Chun said that the coffee industry should not be “labeled”, and that the cat coffee, with the cat element and the two – dollar brand, is to create a boundless and imaginative space for the customers.

The location of the amicable cat is “the idol class romantic cafe from the cat star” experience cafe, the cat as the theme of the two – dimensional culture, “diffuse” as the theme of experience design, “Dongfeng, West fan, fresh school” of the integration style. In the coffee industry, it is unique, warm and full of furnishings, open scene production atmosphere, beautiful and romantic environment, in the cheerful and elegant music, enjoy pure coffee. “The excellent temperament of the cat set” into the cat cafe, in the wild style to let customers really feel the return to nature, enjoy free and comfortable life, the endless life story.

The core business philosophy of the cat’s coffee is QSEV (Quality, Service, Experience, Value). All around QSEV and improve, and continue to be strong brand. The unique operational concept “MANCAT principles” (Must must be based on standards, Action action, the best side of Nice, Customers customer orientation, All all events, Trust beliefs).

In addition, in addition to the word-of-mouth “diversification”, the idea of the cat coffee business is also in the “Chinese localization brand” promotion. Compared with European and American brands, the casual cat coffee will create more Chinese consumers’ preferences. And this will be most worth looking forward to.

6月9日,酱紫的串无烟烧烤将登陆上海美食展CAE,无烟烧烤再次引起关注。

酱紫的串无烟烤串又火了,半月后即将登陆北京美食展,从广州到上海,再到北京,酱紫的串席卷大江南北美食展,带给吃货爱吃烤串的朋友一缕新风,干干净净的美食烤串,服务员,再来瓶啤酒,来碟花生米哦。。。

一个圆柱形的烧烤机,中央碳心烘烤、无油烟无污染、360度自动旋转、透明炉膛肉串可观赏烤制全程……这就是目前风靡大陆的烧烤神器——酱紫的串无烟烧烤。

“要说烤串,还是碳烤香,电烤的、煤气烤的那些个都不是味儿。”在烧烤界,碳烤毫无疑问是最传统也是欢迎的烧烤领潮儿。但由于传统碳烤浓烟滚滚,在雾霾动不动锁城、环境污染成为让政府和百姓都头疼的大问题的今天,碳烤遭到封杀的呼声越来越高。这种情况下,还想维持碳烤生意的商家,不得不纷纷改弦易辙,要么下血本整改碳烤排烟设施,要么只好放弃碳烤这块利润丰厚的生意,酱紫的串无烟烧烤曾经风靡街头、让无数老饕欲罢不能的碳烤小档口也逐渐消失。

这种情况下,酱紫的串无烟烧烤的推出,可以说解决了众多烧烤老板的心头大难题!酱紫的串无烟烧烤是一种集自动旋转烧烤,涮烫一体的无烟烧烤机。与传统的烧烤机相比,酱紫的串无烟烧烤,颠覆了以往烧烤炉的外型,创新采用了采用中央式碳烤结构、环绕封闭加热、无油烟无污染、360度自动旋转让食材均匀受热,火候均匀恰当,只需要把准备好的各种食材竖立放入,无须人工翻动,通过透明弧形玻璃门可全程观赏食材烤制过程,美味尽收眼底,充满食趣,实现了在享受烧烤乐趣的同时,不用忍受烧烤烟熏之苦,一经推向市场,就引起了众多饕客的追捧。

不止于此,酱紫的串多功能烧烤机,集多种美食功能于一体,完全满足了人们对于食品多样化的需求。这么多功能集成一体,酱紫的串无烟烧烤本身却非常小巧,“高不过茶几、重不过一辆单车”,即使柔弱女子,也可轻松单手拎起。方便移动携带,陈设露天或室内、桌面或地面皆可。只需不到三分钟,24只烤串一炉齐出锅,完全满足家庭聚餐、户外烧烤、街头宵夜售卖的需要,随处可吃烧烤,人人都能做烧烤。

更重要的是,酱紫的串无烟烧烤,成本低、价格便宜,比起整改烟道动辄上万的投资,酱紫的串无烟烧烤这让众多中小烧烤从业者,在保持了碳烤风味的前提下,看到了在合乎城市环境法规的条件下,以小投入开启生意的希望,这也是众多商家纷纷引进酱紫的串无烟烧烤的原因,在不久的将来,相信酱紫的串无烟烧烤将在全国各地,遍地开花。

漫猫咖啡加盟合作体系对于加盟商投资是最完整的,加盟商只有接受总部的运营模式才能获得进入体系的资格。前文中我们提到过,漫猫咖啡在全国有560多家门店,店面经营期3-5年的超过70%。咖啡市场在中国的成长空间大,市场年均17%的增长,二三线城市、三四线城市的人们,生活质量不断提升、对于生活品质要求更高,咖啡厅加盟的市场也越来越大。漫猫咖啡加盟希望接下来能够通过多年布局一套互联网餐饮管理系统,深度加强与加盟商及消费者三位一体的联系与支持,同时漫猫咖啡加盟市场份额的增长也带动了咖啡豆的生意,漫猫总部在历年财务收银数据物流ERP系统的基础上耗资百万,自主研发了云计算大数据服务管理系统,打通线上下线活动、门店产品更新、在线支付、微信定位、三位一体的消费者互动等等,为每家门店提供有力的看得见、摸得着的数据支持。

上海皓元实业有限公司
上海皓元实业有限公司

漫猫咖啡市场负责人程春表示:通过漫猫总部通过云计算大数据管理服务系统,总部能够及时了解咖啡加盟店店里的店内经营状况,精准进行扶持。将物联网工具及文化巧妙融合进去之后的漫猫咖啡也有更多时尚元素,更重要的是打破了连锁加盟行业里连而不锁的诟病。互联网+咖啡连锁的运营模式很大程度上取决于对漫猫产品和文化底蕴的坚持,同时搭上互联网的快车,能够想象的到的空间是在很多有关咖啡交易的数据的上的把握,逐步形成行业值得参考的数据,体现出价值所在。

在实现线上线下融合的同时,面对越来越高的开店成本,漫猫咖啡接下来的重心是通过总部三位一体的管理运营提升品牌整体合理化效率,提高附加值,才能增加利润。而这些的核心还是漫猫咖啡对自己产品的自信,不断的提升加盟商的咖啡师的技术和对咖啡文化热爱,漫猫咖啡已经在消费者智选中占有一席之地,也会为商户提供更好的服务。只有缩短中间环节,把成本放在品质上,才能为消费者提供最佳商品。市场需要竞争,不同的时代背景下,紧跟消费者的变化,满足消费需求。

开咖啡馆,最重要的就是消费者的体验性,要让客人感受到更便利的服务,这也是商业的本质。在互联网时代下,要服务好消费者,就需要适应他们的支付方式和点单方式。面对不断变化的市场,中国的连锁咖啡加盟产业一定要具备这种能力。

结语: 一家公司的发展需要长远规划,也需要很强的耐力。在2018年年初,漫猫集团已经制定了整年的计划,甚至未来2018年还有2019年整体的战略计划。整体来讲漫猫咖啡还是以市场发展为主,以扶持咖啡加盟商为主,这样漫猫咖啡会越走越远。

漫猫咖啡加盟为什么能一直走下来并成为咖啡领域领跑者?因为它一直在稳健务实地为消费者提供专业性服务。走过深浅,品过悲欢,用一颗专业的心来对待生命的际遇,生活就会处处明媚。