In one year, the number of stores doubled, and the performance increased by 40%in the first half of this year, and the store expanded to Europe and Southeast Asia.After the coffee price, there are still brands to find a growth path, which is Bixing Coffee from Suzhou.Recently, because of the "Relievation of Relicians" activities, Bixing Coffee has been hotly debated by the industry.
In one year, the number of stores doubled, and the performance increased by 40%in the first half of this year, and the store expanded to Europe and Southeast Asia.After the coffee price, there are still brands to find a growth path, which is Bixing Coffee from Suzhou.
Recently, because of the "Relievation of Relicians" activities, Bixing Coffee has been hotly debated by the industry.What did you do right against the trend?
The store doubles, and the revenue increases by 40%
Bichang successfully breaks through the price war
"Sometimes I do n’t persist when I see hope, but because I persist only to see hope." "No matter how large the scale of Ruixing today, how fast Kudy runs, we firmly believe that there will be where there will be in the future.us."
This is Wu Binbin, the founder of Bixing Coffee, shared at the scene of the Coffee New Coffee Conference last year. At that time, Bixing Coffee, which was established less than one year, has less than a hundred business stores.
Now a year has passed, and Bixing Coffee has handed over a dazzling transcript to the industry.
1. The number of stores doubles, to 500 at the end of the year.At present, the number of stores in Bixing Coffee is close to 200, which has doubled the growth compared to the same period last year.
Public information shows that coffee is still a category that investors are optimistic. Taking Bixing Coffee as an example, its Beijing exhibition became a hot booth.
At the same time, Bixing has polished the shop models of airports, transportation hubs, universities, hospitals, scenic spots and other special channels. It can open a "dream cafe" for more than 100,000.
"Conservative estimates, the number of stores will exceed 500 at the end of this year," said the person in charge of Bixing Coffee.
2. The average turnover of the store increased by 40% year -on -year
While the number of stores has grown rapidly, the average performance of Star Coffees stores has steadily improved, and gradually emerged from the shadow of the price war."The overall performance in the first half of 2024 increased significantly, and the revenue of May in February increased by 40%." The person in charge revealed.
In addition to Suzhou, Shanghai and other base camps, the store models of Bixing Coffee in towns and towns have also run through, and they have achieved profitability.
3. Hit the price of Ri Xia and become a fixed menu
On Monday, Bixing Coffee sent about 20,000 cups of Rose Summer Coffee from a single production area in the store, which made countless "coffee heads" flattered and praised on social platforms.
The relevant person in charge of Bixing Coffee said: "Next, it will be listed on the Ruixia series of products, and as a fixed product of the menu, the final price will not exceed 20 yuan."
4. Go to the sea Italy, Indonesia and others are about to open the first store
The first home shop of Bixing Coffee landed in Italy, the birthplace of the intentional coffee.Core position of Florence City: New Virgin Mary Station."Subsequently, Indonesia, Thailand and other stores will also open one after another."
The one -year price war has made many brands miserable.
According to statistics from Coffee Gate (data from narrow door meals), from January to April this year, except for Ruixing Coffee, the total number of newly opened stores with more than 100 stores decreased by about 37%compared with the same period last year.In the past year, more than 40,000 coffee shops have left.
The coffee market is generally sluggish. How does Bixing Coffee achieve dual growth of stores and performance?
"Boutique parity+special coffee"
The product dual main line takes into account the needs and the first taste crowd
The growth strategy is tens of millions of pieces, and the first one is made, and any brand is no exception.
In the past year, everyone has been selling a cup of coffee to less than 9.9 yuan. The price of Bixing Coffee, which is 15-20 yuan, also faces a test.
"We adhere to the strategy of boutique parity. At the same time, the launch of high -quality special coffee has not only maintained the professional and tone of boutique coffee, but also takes into account the transitional needs of new people." Said the person in charge of Bixing Coffee.
How do you do it?
1. Push a single production area within 20 yuan, and do "boutique cheap"
In terms of professionalism and tone of boutique coffee, Bixing Coffee has its own persistence: all stores are produced by semi -automatic coffee machines; selected 85+ coffee beans; use better quality and cold fresh milk, insist on daily dailyDelivery; milk cup cup pull flowers.
The upcoming new single -producing Zhenxia series is also to present professionalism.
Gorgeous Coffee is called "Fruit Bomb". It is a bean with a "boutique halo" on the consumer end, but because the price is high, it has not been popular.There are also milk coffee "Wu Binbin said.
2. Use traffic thinking to create explosive products, grasp the transitional needs
Special coffee is another big product of Bixing Coffee.
In December last year, Bixing Coffee harvested the first phenomenon -level explosive "white velvet series". It sold 100,000 cups on the first day of the new first day, with a membership repurchase rate of more than 35%.
This summer also frequently explodes, such as perilla lemon ice American style, sweet orange jasmine cold extract, bubble cold extract and other special products, have received a lot of praise in the sinking market.
"In the future, it will increase investment in special coffee and launch more new products." Said the person in charge of Bixing Coffee product.
The double main line strategy of Bixing Coffee, on the one hand, ensures the professionalism of coffee, on the other hand, it also takes into account the entry experience of the first taste crowd and expands the user base.
Qingyong, the founder of Tomato Capital, also recently expressed its opinion: Judging from the overall annual explosion, "special coffee" may become the next explosion.The American coffee brand Philz has been very popular in recent years, which is the main special coffee.
"On the one hand, the special coffee is in line with the characteristics of the Chinese peoples low acceptance of black coffee. On the other hand, it is easier to play the differentiated characteristics of the brand. There is no need to continue the price of the price." Qingyong said.
You can open a store to polish the new store type of the township market
Outside the product, Bixing Coffee also polished a set of new stores in the market.
"The first Suzhou Township Store has an area of ??about 50 square meters, the cost of building a store is 130,000 yuan, the rent is more than 3,000 yuan a month, and the current amount of 150 cups a day, with an average daily revenue of more than 3,000 yuan."
It is worth noting that there is Ruixing and Kudy in the town where the store is located. With the pressure of 9.9 yuan in the two major brands, Wu Binbin believes that the store model is successful.
This sinking market store has also been verified in Wuxi. At present, there have been hundreds of stores in township stores.
In addition to the sinking market, Bixing Coffee also has polished the store types suitable for office buildings, universities, service areas, and high -speed rail stations.
"This year, we also prepared 15 million subsidies for the support of new stores, hoping to quickly make the scale." The person in charge said.
"European brand, scale in Southeast Asia" overtaking through overseas markets
In terms of channels, Bixing Coffee is sinking and special channels on the one hand, and on the other hand, it also locks its attention in overseas markets."The first Italian store will open next week. The goal of Bixing is to make the largest number of Chinese chain coffee in Italy."
In Southeast Asia, the first Indonesian store fell in the business district of the capital Jakarta. After the test was completed, the store began to expand the store quickly.The Thai store is a professional franchisee with professional experience in the local fast -moving career. The first store has entered the preparatory period.
Bixing Coffee has set a "European brand, Southeast Asias scale" strategy of going to the sea. When the domestic market is crazy, he hopes to overtake the curve in overseas markets.
Conclusion:
A few days ago, Kudy said that the promotion of 9.9 yuan has been prepared for three years.
The price war at the end has made many practitioners unable to see the future. In fact, coffee is still a track in the current consumer goods that determine growth.
The "2024 Coffee Market Trends Report", which has just released, shows that the size and per capita drinking cup of Chinese coffee have greatly increased; the number of coffee takeaway orders has increased by 99.4%year -on -year.
At the same time, the increase in the number of new registrations in related companies has increased continuously in the past three years, and 60,000 newly increased last year.
At the moment, low -cost coffee does have a great impact on the market, but in the long run, the price war is conducive to cultivating the tower base market. With the upgrade of peoples coffee consumption experience, the quality and professional "boutique quality is based on the low price.Poly "coffee, which will undertake a large number of" coffee upgrade demand ".
The dual -main line of professional coffee and special coffee, overseas and domestic simultaneous walking. Whether Bixing Coffee can become another thousand store chain after Manner, let us wait and see.

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