Post Office Coffee Beijing's first store is in the first place to look at Beijing!With the "national team", it is the first in the country?

There is a touch of "postal green" in Beijing's coffee market.

On July 24, the post office coffee Beijing's first store officially opened the door to welcome guests. Some analysts pointed out that, relying on the big tree of China Post, the advantages of site selection and store resources are certainly the advantages of the post office coffee, but the coffee market is fiercely competitive, and the lasting differentiation layout can make it a chance. Although the threshold for entering the coffee market is not high, it is necessary to move from a single store to the whole country. The systematic management of brands and stores will face a lot of challenges.

Some consumers have previously said that the tea brand "oxygen tea" taste is mediocre. When people are curious, can the post office coffee continue to rely on the "national team" signboard?

Beijing's first store landed in Jingjing

There are plans to expand the whole country

"I want to try it for the postal sign of the postal."

In the post office coffee in Beijing Pedestrian Street, the store is based on the classic "retro green" of China Post, and has set up a coffee production area, cultural and creative area and outdoor rest area. At the scene, many consumers stopped because of the green logo of "China Post" and lined up in the store to buy coffee taste.

From the perspective of products, coffee is the main category, and it is also equipped with products such as tea, roasting and peripherals. Among them, coffee products are priced at 12.8-28.8 yuan, and cake products are 18.8 yuan. According to the co -founder of the post office coffee and CMO Dong Kexin, three special coffee will be launched across the country.

Beijing Commercial Daily reporters exclusively learned that after the Wangjing Street Store, the post office coffee will open a new store in Beijing, and the site selection includes Wangjing SOHO, Central Academy of Fine Arts and other places.

"The first store in the post office in Beijing did not like the past, as before, the coffee shop was opened next to the traditional post office business hall, but it was opened in commercial prosperity. Child. Traditional industries need to inject fresh vitality. We hope to inject the postal culture and elements into it through the form of post office coffee to let more young people understand the post office culture. " Business Daily reporter said.

Regarding the brand planning of the post office coffee, the person in charge of the post office coffee told the Beijing Business Daily that the current post office coffee has three types: CBD stores, scenic spots and campus stores. In the future, the post office coffee will rely on China ’s postal layout of the national market. Among them, Beijing also has a plan to continue to expand stores, and the official news of the post office coffee is subject to the official news. Cross -border coffee is not a small number of players nationwide. For example, Sinopec's Yijie Coffee has deployed Beijing, Anhui, Suzhou, Nanjing, Changzhou and other places after opening the first store in Suzhou. The health of the old Tongrentang, which is opened by Tongrentang, has also moved from Beijing to Shanghai, Hangzhou and other cities.

Senior chain industry expert Wen Zhihong pointed out that it is similar to cross -border brands such as Sinopec and Tongrentang. China Post has certain store resources. On this basis Expand the advantages of the national market. In addition, the coffee category has a certain consumption foundation, which is highly matched with the original business of China Post, and the two can be well integrated.

Systematic management or challenge for stores

"Net Red Card" sustainable?

Earlier, there were media reports that China Post relying on its own advantages in urban and rural areas and covered the country, with nearly 9,000 investigations, 54,000 business branch bureaus, and 420,000 information systems to complete cooperative postal music purchase stations. According to this scale, the post office coffee is the first in the country.

"For the post office coffee, it does not need to be compared with other coffee brands in terms of store scale or price. The cultural connotation that meets the brand positioning is its real bonus." It is pointed out that in the future, the post office coffee can try to co -brand with other brands or launch digital collections to consolidate the positioning of their own cultural and creative coffee.

Wang Zhendong continued to explain that unlike some cross -border coffee brands, the post office coffee is more like the cultural carrier of China Post, which is one of the advantages of the brand. The post office coffee can rely on the rapid expansion of the online store of China Post, which can also be regarded as a kind of attempt by China Post in culture and business. However, for cross -border brands, they do not have catering genes, so they may encounter challenges in terms of operating models.

There is a Chinese postal endorsement, which may make the post office coffee achieve a large scale. However, the coffee field can be described as talented. There are both brands such as Starbucks and Ruixing Coffee occupying the market. There are also many brand -like brands such as lucky coffee "highlands", and there are also accelerated layouts of wheat coffee and convenience store coffee. Although the advantages of the post office coffee are significant, you still need to work hard to gain a foothold.

In addition, how long can consumers last because of curiosity? This is also a real issue that China Post has to face. Logistics companies that can make achievements on the retail track are still lacking.

Either reuse network resources or cooperate with other companies to bring goods from Douyin live to coffee shops. China Post, which is trying in strange fields, also tries to use its own advantages to reduce the pressure of commercial operations caused by excessive investment. A reporter from Beijing Commercial Daily noticed that, for example, many local branches in China, such as Jinjiang and Beijing, are mainly carried out goods on the platform's merchant stores and provide logistics services.

The coffee business is the result of the cooperation results of China Post and Shanghai Zhongyu Caiyu Management Consulting Co., Ltd. (hereinafter referred to as "Zhongyu Coffee"). The information of Tianyan Check shows that Zhongyu Caiyu was established in September 2021. The business business includes food sales, catering management, and clothing wholesale of clothing and clothing. "Making coffee or milk tea in a cooperative model is its way of innovation and trial and error. Even if the operation fails, it is a small impact on the company's operation." Hu Chun, a retail expert, pointed out.

Although such cooperation methods can reduce the trial and error cost of China's postal cross -border, it is not 100 % "security cards". A reporter from Beijing Commercial Daily found on platforms such as Black Cat complaints and Xiaohongshu. Some consumers mentioned that allergic symptoms had occurred after the cosmetics purchased in the "China Post · Beijing Post" live room, and the customer service was not timely after sales. Some consumers also said that the milk tea brand "Post oxygen tea" flavor is mediocre.

The coffee market is fiercely competitive. Although the threshold is not high, if the post office coffee wants to develop national scale, it will be a great challenge to the systematic management of brands and stores.

"The post office coffee needs to continue to shape and strengthen its brand image and culture to bring a better experience to consumers. This is also the key to the differentiated layout of the post office coffee and other brands." In Wen Zhihong, the post office coffee also also It is necessary to continuously explore and optimize its products and profit models in the layout to facilitate subsequent rapid expansion. In addition, the continuous strengthening of chain and systematic management will also be the key to the large -scale layout of the post office coffee, thereby enhancing the comprehensive competitiveness of the brand.

Reporter 丨 Guo Binlu Zhang Tianyuan Heqian Intern Reporter Qiao Xinyi

Edit 丨 Zhang Lan

Picture 丨 Beijing Commercial Daily

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