Main attack "business coffee" Shanghai is still open 6 stores

Today, the only coffee Xinhua Road shop will officially open for business. This is the sixth store in Shanghai and the second franchise store. This brand, which came out of the "Independence" of Ueshima Coffee, suddenly launched in 2006, and two new stores will also be opened within the year. Chen Xinming, co-founder and general manager of Shanghai Weishang Restaurant Management Co., Ltd., said that it is necessary to build the classic brand of a business cafe.

The eye-catching advertisement on the glass window of Lacun Road's Weishang Coffee was provided. "This restaurant provides free wireless Internet access." Mr. Shen Yuan, head of the store, introduced that this store has just opened this year and is the first franchise store for Coffee. Wireless Internet devices were installed during the renovation. Nowadays, the percentage of customers who use their computers to drink coffee is 40%-50%.

"The boss is my friend, a full-time wife, had not operated a cafe before," Mr. Shen introduced, a total investment of more than 100 million, has also considered joining the "Island" and other mature brands, but including the initial fee All kinds of expenses within it are too high, and eventually chose the only one. Mr. Shen said that the current business is good, the first task is to gradually cultivate a fixed customer base, and hope to recover investment in two to three years.

Wei Shang, the general manager of Pudong Avenue, and Chen Xinming, general manager of Weishang Food, introduced the entrepreneurial process and the latest market plans. He said that although it is still not the most mature in the coffee industry, he hopes to create a classic brand.

"My partners and I were both traders. At first they were customers of Ueshima Coffee. Later, I became interested in the industry." Mr. Chen said that he did not understand the business principles of coffee shops and chose to join the island in 2001. And operate on Changshou Road. In 2003, Chen Xinming and his partners decided to go it alone and opened the first shop in Pudong. Due to better business, they have successively opened three directly-operated stores. In addition to the Xinhua Road store that will be opened today, the other two new stores in Wujiaochang and Yuyuan are also planned to open within the year.

"The franchise store owners are old customers. We do not want to develop quickly and profitably." Chen Xinming believes that it takes time for a newly opened coffee shop to cultivate a loyal customer base.

In order to gain a foothold in the industry competition, we decided to focus on the concept of “business coffee” and serve only business people. At Pudong Avenue, customers can enjoy free wireless Internet access and can watch TV on their own LCD TVs. “We are preparing to add basic office equipment such as copiers, printers and fax machines to facilitate business people. If there are customers who want to play cards, they will be invited to the private room,” said Chen Xinming.