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seemingly sweet bread in the coffee world, in fact, troubled. The first brand of baking industry in Taiwan 85 ° C with , in a hope of secretly innovation. The spirit of innovation and service companies in Taiwan experienced grass-roots spirit of the stability of mainland enterprises, but also to the commercial baking industry grow into the world added a bit exciting.

◆ 85 ° C:
business model:
baking industry
Keywords:
borrow Marketing: 85 ° C positioning the bread for the coffee chain restaurants in Taiwan and the mainland, in a different key products to win.
parity star: the mass of the star product selling prices, selling
24 hours a day: the first to open the baking industry pioneer, caring service.
fast fashion: 85 ° C for 45 days every 4 to 6 release bakery products, bread products, 6 to 8 to ZARA mode bakery
walking in the streets of Taipei, not far from the intersection at Starbucks, usually sell coffee to see a bakery. The left of the doorway is the Clean and bright on both sides of the large picture window, two blocks far from the pedestrian trail is expected. A wide variety of coffee shops,burberry bags, and not expensive, only 8 yuan to enjoy an aromatic coffee, open kitchen, pastry chef is busy baking bread, and occasionally even went to talk with a few customers, such as like the taste, texture and so on. If you hurry to leave, you can choose to take away, if you have time, then invite some friends one afternoon to sit in the shop is also very comfortable. Working late at night or eat supper, 85 ° C24-hour sign was on, as long as you like, you can go at any time.
is such a clean and simple store bakery chain industry in Taiwan has created the myth.
85 ° C in July 2004 and formally opened the first brand name outlets, then to locate affordable luxury to In March, 85 degrees C 324 stores in Taiwan, mainland China 106, there are four in Sydney, Australia, the United States has stationed. Less than three years, the number of 85 degree C in-store, sales and revenue performance of the number of cups are better than Starbucks, a coffee cake, Taiwan's largest chain of leading brands.
the attitude to stand out
dark horse on, he swept the continent dominant position, 85 degrees C is the business model of the observer object worthy of study.
to
85 degrees C to create a business miracle in Taiwan, the media praised the defeat of the Starbucks. In fact, 85 degrees C in Taiwan did not head to head with Starbucks. Chief spokesman for the clock 85 degrees C as quiet as saying:
public consensus on the evaluation of 85 degrees C is .
Political Science
Wu five-star products that can be affordable, he calculations:
So, 85 degrees C average price of 8 yuan supply of coffee, the average price of 3-6 yuan bread, cake is the average price of 8 yuan, the general per capita consumption of more than ten million to one, compared to Starbucks or other similar stores frequently per capita consumption on the hundred dollars, the price of 85 degrees C basically bread prices.
for the mass consumer market, However, the marketers of using the price drop wiped out a customer loyalty for the competitors, not necessarily to win the loyalty of their consumers. Businesses in the use of In other words, goods can be
85 ° C for product development and quality management is very hard.
from the creation of that day, Miss Political Science of the shares on an appropriate and well-being attracted to a large number of international five-star hotel chef for bread and cake making, the choice of five-star hotel banquet specified raw materials, the real high-quality products and services. Central kitchen building and construction storefront visibility of the kitchen are all products to ensure quality.
for
format similar to the chain Starbucks, locked in the location of the first line is usually the first line of the city business district, create a good reputation, and then as a center, into the surrounding smaller towns. 85 degrees C, the parity position, 25 years old to 35-year-olds is the largest consumer groups, nearly 50%, 10% or more children, the elderly accounted for about 20%. Therefore, they are more favorite store address is another residential area around the existing business district, adjacent to the railway station or subway station is better to improve facilities, the best large-scale supermarkets, as these areas more traffic.
In Taiwan, 85 degrees C there is a site must follow the principle that stare at Starbucks, the streets selected in the The so-called Shop in order to reduce costs, improve efficiency, 85 ° C, store in the emphasis on efficiency floor, each shop provides tables and chairs are often less than forty-five, is to improve the customer's rotation rate.

85 ° C internal considers himself to have completely different Starbucks, Starbucks coffee shop is a business-type, 85 ° C with coffee, bread and cakes, the restaurant chain. Starbucks is a business person or consumer of the main pursuit of the petty bourgeoisie taste of senior income, and 85 degrees C, is the urban youth consumer groups, which means 85 degrees C is actually an urban FMCG food brand.
85 ° C nearly 50% of consumers aged 25 to 35 year-olds, which determines the parity of 85 degrees C,mulberry bags, luxury products, can be take-out food court, 24-hour butler service model. 85 degrees C operating mode in fact a bit like the apparel industry ZARA, Uniqlo brand, pay attention to product innovation and attention to marketing practices.
in response to rapid market changes, 85 ° C to product development, production and marketing system is divided into five or six levels, under the Regional Chef Executive Chef, regional chef but also managed several branches, each branch has has in store for cake division, and the baker, and shop with an open kitchen, pastry chefs can ask the customer needs and timely feedback. Monthly meeting of 85 degrees C has a chef, sub bread, cakes and drinks three lines, each chef of the month every month launched a new product proposal. 85 degrees C released every 45 days, the provisions of 6 pastry products 4, 6 ~ 8 bread products, but also continue to develop all kinds of summer drinks. So, we see 85 degrees C inside many varieties, there are thirty kinds of coffee, bread is nearly a hundred species. 85 ° C do not have a long off between money and promotions shall clear the proportion of all sales data to determine the shelves by period.
bundling is a form of symbiotic marketing, also exercised 85 degrees C reached a pinnacle. Because In Taiwan, people like to drink coffee, 85 degrees C to the main In mainland China, Australia, the United States and other regions, 85 ° C Youyi flagship products for the local drive sales of other products.
85 degrees C for a large part of the target consumer group is the owls, 85 ° C beginning 24 hours. 24 hours the increase in operating costs is not high, because the rent is fixed, which is part of the increase in electricity and manpower, those in semi-commercial semi-residential area of ​​the store, open 24 hours to obtain good results.

a company going from start to need to go through several stages, the first stage is to define their main mission, first of all is to have a viable market and products, and 85 degrees C the opening month, single-store sales month close to 100 million, proving its concept is feasible. To the second stage, the company mission is to expand the scale of this time must be given more resources and operating systems.
chain is a strong indicator of whether the first number of stores. 85 ° C can be two to three years in Taiwan as of the time just outnumber Starbucks stores, is relying on an external join.
but very sensitive to blindly join the external join, manage disorder, resulting in lower-quality product, and ultimately death of the brand to do. Wu political science have had a similar business before the experience, the failure of the business to the next accumulated experience.
85 ° C was founded four months later, streamlined processes open only to join.
order to protect product quality, 85 degrees C in central Taiwan, established six factories in Taiwan area is small, the six plants can basically radiation more than 300 stores in Taiwan. In order to monitor the sales of each branch, 85 ° C standard operating procedures (SOP), into ERP systems, real-time control of the market feedback, to make production adjustments, and the establishment of franchisee selection mechanism, a sound system for the management of stores and methods. 85 degrees C to open a store, invested capital about 300 million, will be able to earn an average of four months a year in capital, which attracted many small speed entrepreneurs eyes, 85 degrees in Taiwan shops C90% belong to the stores.
85 ° C with Taiwan enterprises in common: from the moment of birth decided to take the international route. Taiwan's market is relatively small, coffee cake chain saturated market, set up three years later, 85 degrees C to actively develop the overseas market. Depending on market conditions, 85 degrees C has changed the way they operate.
in Australia and the United States, 85 degrees C Direct way to operate, there are four stores in Sydney, has a central plant, but sparsely populated, four stores are located in the shopping center. The shop is still the United States used the
85 degrees C the most obvious change, the greatest impact is in mainland China. 85 ° C in 2007 landing in Shanghai, to the speed of a whirlwind more than 100 stores opened, and Taiwan joined the model compared to 85 degrees C all stores in mainland China Guide. In the marketing model also has to adjust, for example, in Taiwan on a 2. That is, if 85 degrees C in Taiwan,mulberry handbags, Starbucks competitors, then the mainland, but it is baking chain brand competitors, such as mainland Holiland, Singapore, the new bread bakery in the local language and the plethora of brand. In response, 85 ° C adjustment is made in mainland China to the In Taiwan, the take-rate of 85 degrees C up to 90%, while in China the ratio is much lower.
compared with the mainland counterparts, cutting-edge 85 degrees C ferocious. The business model also won a number of mainland counterparts to imitate,paul smith sale, such as the first brand in China Holiland baking industry. However, due to the different positioning, Holiland imitation did not achieve the desired effect. Wu political science and business are good at using the concepts of profit sharing to attract talent, 85 degrees C in the development of initiatives to introduce foreign capital to accelerate development, and plans listed in the third quarter of 2010, these will win the space of 85 degrees C.
chain services to achieve sustainable development, not only must the rapid expansion of the scale, but also in the expansion process need to maintain a consistent product and consistent management culture. The face of the vast mainland market, 85 ° C for the mainland counterparts to bring innovative service model at the same time, their need to change. For example, 85 degrees C in the second stage of development of the company's performance on large-scale expansion of remarkable, and even advance into the professional management of the third stage, but the fourth stage in the need to transition, how to change 85 degrees C ? when trying to copy the mainland counterparts marketing model 85 degrees C, 85 ° C to maintain their original position? These are the future of 85 degrees C in the mainland market to consider.

◆ Holiland:
business model:
as China's largest bakery chain, Holiland to second and third tier markets as the breakthrough point, adhering to the simple, convenient business philosophy, practice the mode, and changes in the market and consumers continue to make adjustments, and strive to achieve competitive enterprise from product category to the integrated business transformation.
Keywords:
producer: a very long period of time, Holiland is the

change: The product mix in the baking industry will not have much time to innovation, from business model and service model changes on the hands.
chain in the domestic baking industry, Holiland undoubtedly a miracle. Only a single cake in the food industry branches, Holiland annual sales of more than 20 billion yuan, more than 70 large and medium cities in the country to open nearly a thousand Direct chain, sold 30 tons per day birthday cake and bread, sold 20 per year tons of moon cake.
If you are like cakes, you will find in the major cities, even in the city's central business district, usually shining Holiland presence. Even if you book a birthday cake, a lot of time people have to keep up behind the long queue. Holiland few seats inside, the space for customers is not much entertainment, and some stores did not have seats. The food is exquisite, the price is pretty fair, the price of bread in the 3 to 8 per hour, but the average price of coffee 8.
the past 18 years, it seems Holiland has been the case. However, this seemingly casual is in operation, Holiland his career achievements. Baking industry is a homogeneous product industry, the more serious, such a seemingly simple to buy or sell that, Holiland who have made a great article, its business model and core values ​​are certainly worthy of study.

Holiland success, in addition to an early start, the market is huge factor, but also because Holiland followed and created many of the mainland baking industry business model. For example Holiland the A later stage, Holiland launched the
Holiland Another factor is the success, although it is a chain, but never rigidly adhere to a single rigid chain mode of operation, but as the market changes constantly make adjustments.
Holiland started from the second and third tier cities, mostly in the early cake high-income consumer groups, Holiland site adhere to the two major criteria: First, shop in crowded places, and second, selection of property rights clear and consistent with the concept of enterprise development, the owners.
Later, as economic development, moved in a number of high-end residential Hollyland, and large and small shops, services, content is not exactly the same, always according to customer and market changes in a timely manner to develop countermeasures. In the bustling business district, Holiland 500 600 square meters of large shops, the shops belong to this type of flagship stores, both sales and display functions; In the second commercial center, Holiland 60 150 square meters of shop ; in the community, there are 30 square meters service Hollyland small shops.
shops and different locations, but a general guideline to follow to ensure a unified brand image of appearance. In hardware, usually Holiland requires no less than 2.8 meters storey store, more than 6 meters in width facade, building forms part frame structure.
Initially, Holiland operated only cake, bread, 2001 after the events in Shanghai Guan Sheng Yuan moon cake, moon cake Hollyland seize the opportunity to enter the industry, in 2006, begin adding dumplings and dumplings products. After 2000, Holiland in Beijing, Tianjin, Shenyang has built three large modern food first class industrial park, the establishment of the central plant may be radiation surrounding areas, the formation of scale, also supported the Holiland chain stores expansion.
The three products
Holiland cake and bread, moon cake, glutinous rice balls, respectively, in the Holiland income more than 60%, 20% and nearly 10%. The three main products of the basic decisions of the portable Holiland sales model: First customers to stores that buy and go, and the other is the home order or telephone order. Two modes of time flow of customers in the store, no more than 5 minutes, so no need to provide tables and chairs and leisure services, Holiland want to bring considerable traffic impressive single-store sales, this way the so-called Holiland .

cake is usually more dispersed customers, and more single products, which take care of all customers and to generate benefits of scale. The cake is a kind of With the rise of the demonstration effect Hollyland, and soon many food chains began staking their business shop, Holiland also faced no small challenge: how to quickly gave birth to both scale and capture the market, but also ensure that
in this process, Holiland has always insisted the idea of ​​operating independently. More than a thousand stores nationwide today Holiland, nearly a thousand is Direct. In addition, the store Hollyland turn into a unified product quality control request, to maintain quality of the link between the shop is already consensus for staff within the Holiland culture. Output by the impact of culture to achieve Holiland the
This was interpreted as Holiland outside the That is more than 8 years in the Holiland and good performance can apply to join within the headquarters holding franchise, but authorized stores independent accounting, so that franchisees can enjoy the benefits alone. This internal stores mainly in the company's other five Hollyland veteran business control of the East China, Central China, Central China, Northwest Region and the South 5. At that time in order to establish the scientific enterprise management system, the Luo to the national market is divided into six major areas, one of his own direct control, the other five points to start each possession of a veteran, the possession of their respective holders of the shares of that region. Management district and the Currently more than 300 stores within Holiland, accounting for 30% of total revenue Holiland about.
characteristics of this Chinese-style management experience - within the business model has been in a variety of service industries to promote open, such as food chain industry, beauty salon industry and so on.
Holiland 18 years in operations, almost no one outside M & A and the external join. In Holiland rapid development of high momentum of those years, by the pursuit of capital, but without exception, refused to be Luo. This seems to be a common, and Holiland the same period a large number of Chinese entrepreneurs of private enterprises, have adopted the basic long.
transition to a service-oriented enterprises
But all in competition, foreign brands to enter, the harmony is no longer.
Luo, chairman of
like photography business management in improving the system, once and became a Luo ride in the gap in the African savannah, the new language to the bread, to 85 degrees C, and local brands such as Shanghai, arose.
new language to do is bread bread cake boutique chain, like the urban landscape, as in the commercial center of the city occupies an important place to go lifestyle line; 85 degrees C beat Starbucks in Taiwan, with its unique business model and services firm foothold in eastern China to the rapid expansion of the country. Holiland though is the first brand in the baking industry, but in a strategic but not a store in Shanghai, and Holiland as the object of imitation by the local bakery, now remove the lintel of the signs, you can not tell Which is the
baking industry chain, the product structure is not too innovative, but the business model and service model has already been a rapid change. In particular the rise of 85 degrees C, Luo deeply stimulated, he embarked on a number of new exploration and adjustment, Holiland also began selling from a single transition to multiple services.
the first to introduce high-end brands Hollyland Different from the traditional chain business model, the black swan cake brand created, using the best chain of information management software business plus a combination of e-commerce business model, the city established in the sales call center, production center and distribution center. If the city has Holiland shop to shop in the Holiland order, but the product is not in the shop for production, is produced by specialized production centers, and home delivery.
Second Holiland enhanced e-commerce Customer service on a single computer to achieve a But it has a fatal flaw: Holiland e-commerce distribution subject to the store, and if the city does not Holiland stores, online ordering can not be completed.
in the market segments, Holiland also frequently test the water to get into the business catering market in Beijing, Although this will challenge Starbucks, UCC,designer handbags cheap, the two sides in the commercial catering coffee fans have a certain brand of coffee, but
85 degrees C, the face of ferocious, Holiland in accordance with the model 85 degrees C in Beijing, Tianjin, Suzhou and other cities to learn and try a handful.
district where according to store location and size, Holiland classified. Some of the larger stores, but also in the relatively prosperous commercial area, relatively large flow of people, Holiland joined the coffee, beverage products, and began 24 hours. Coffee beans are freshly made, bread is baked, the kitchen is open, the waiter immediately removed from the inside of various food products required by customers. For this imitation, Luo Wen-dong is the assistant thinks so: After all, not the same as the positioning of both brands.
relative to the set up in Singapore in 2000, a new language and the bread was established in Taiwan in 2004 to 85 degrees C, has a 18-year-old Holiland perhaps to market changes, changes in consumption habits, sense of smell is not so keen, and reaction speed is not as fast. But Luo is clearly aware of the problem, it is hard doing innovation.

Comments:
selling business model
Why rush
high-end brands in the country Haagen Dazs, and in the birthplace of the United States is a kind of mass consumer goods? Maybe some people will say is the people's xenophilia, some people would say it is we the people of the U.S. company 忽悠money. Haagen Dazs, but I think it is a selling point in the two countries are different: in the United States, Haagen Dazs ice cream sells itself, selling the flavors; in the country, sold their spacious Haagen Dazs stores and elegant atmosphere, sold the Petty Bourgeoisie in the United States. Therefore, it is stationed in the United States and other popular low-cost Wal-Mart supermarket in the country it is a self-built luxury stores, take leisure route.
back to 85 degrees C and Holiland, both selling Haagen Dazs in the country and the United States similar to the different selling points. Look at their slogan, playing is 85 degrees C The former emphasizes service, which emphasizes the product, and this is their different selling points.
selling point of origin
While any business will service, product simultaneously, but different companies selling point is rooted in the initial phase of the market environment.
Some people say, the more you lack something more to show off what you will. In the business of it, this is a business opportunity.
1996 years, China is the petty bourgeoisie of the Enlightenment period, and Shanghai is China's most bourgeois of the city, this year, Haagen Dazs chose to visit China from Shanghai, which is destined to lead it after Petty market.
Coincidentally, the 85 degree landing in mainland C2007 is the first stop in Shanghai, then to Shanghai as the center, lose ground in East China, the Yangtze River Delta region in the shop more than 50, to Shenzhen, Chengdu and Beijing development. This shows that, in order to Petty mind occupied on the mainland, Shanghai is the touchstone of the block, taking the petty bourgeoisie of Shanghai, and then win the rest relatively easy.
look back at 85 degrees C, start the next story: Taiwan in early 2003, Petty Bourgeoisie, luxury has long been popular, but public, is the lack of money, holding them to enjoy the price too high. Wu political science at the Grand Hyatt Hotel, afternoon tea in a coffee aware of this, he sprouted out, Well, this is the selling point of 85 degrees C.
However, the entrepreneurial
Holiland love cake from a turning point in the mother's first birthday, retirement, Luo has not traveled to Sichuan Yaan find a cake to his satisfaction, so
selling business model design
Thus, different starting points determine the different selling points, and different selling points and determine the design different business models and paths.
In Taiwan, the ordinary bakery sand, 85 degrees C, selling it to competitors located in the Starbucks, so it will open in the Starbucks next to the store, shop equipment to provide elegant, with bright, open space and placed outside the shop in the shop a few lounge chair, 24 hours a day, then drive cheap bread cake coffee sales, which it and the difference between an ordinary bakery opened.
cities in mainland China, buy a cake to be a circle around the city, there is no decent rivals since the early days, Holiland do fine as long as trying to make the cake beautiful, introduce modern production technology, add new categories, Then look for potential gaps in the market, staking their claims, this boss will be able to make the mainland.
So, starting point of Taiwan's business environment, once the breakthrough was 85 degrees C, then to the Mainland on the irresistible force, the capture of Shanghai, and opened 106 stores in mainland China is its brilliant record. Holiland the low starting point, the initial capture of second and third tier cities in the same irresistible force, but a march in Beijing, Shanghai and then enter, it looks bloated, and Shanghai's Petty becomes Holiland high capacity bottlenecks.
In fact, the level of business model does not matter, only whether the match. Like,paul smith uk, you can not say Wal-Mart's low-cost model to Biamani lower level luxury model.
Similarly, Holiland focus on the product model and 85 ° C to focus on service model, the lower the higher one, can not be generalized. After all, if Holiland Ya take the initial pattern of 85 degrees C, and perhaps already laid to the dead, while 85 degrees C, as if the only Holiland products, perhaps from the Taiwan simply can not come to the fore the many bakeries .
selling mode remodeling
If you have a level of
, then the level of business model is their ability to adapt to the environment and the continued expansion of the adjustment of power.
From this point of view, 85 degrees C slightly better, it is after all a high starting point, is the dive from the top down, and Holiland is climbing, the more high-end market to go to some of the more bother.
Difficulties encountered
Holiland traditional manufacturing enterprises in China is almost a common difficulty. Killing a lot of wind and water in the Mainland market clothing, electronics brand enters the first-tier cities to less than Jiugong many sit tight in the top spot in the domestic market the brand, a door to go abroad has become synonymous with low-end cheap consumer goods.
but effort does not mean stagnation, Holiland and China, these companies need to do is face the new business environment, rebuild their own models. After all, many industries no longer a blank of domestic market, competition has intensified, and the philosophy of early to fill gaps in the market if we do not make a fresh start, not only upside fatigue, are more likely to position not be maintained. Because, a monk of the time with two to three decades, has already learned how to please the Chinese consumers, along with their trend from the high dive down, competition will further intensify.
remodeling business model There are many paths: one is to achieve the ultimate of a selling point, and then tap the potential within, to do every aspect of fine, extreme, just as the Japanese continue to rely on lean management to keep costs down . As another example, Wal-Mart's selling point is lasting. 85 degrees C is taking a similar route, although it is in Taiwan on a Taiwan's affordable luxury fashion positioning removed, but rather to its further expansion, further strengthened in the mainland to the In Taiwan, the take-out rate of 85 degrees C up to 90%, while in China the ratio is much lower. Because in China, its business model there is still much room for upgrades.
remodeling pattern and the other is to increase the selling point, selling more abundant and diversified to increase the combat side, and then extend outward to cater to different levels of consumers, the rapid increase in capacity of the various markets. This regard is represented by P & G and Unilever, who will shampoo has been extended to low-end from the high-end, or do from the toothbrush toothpaste shampoo, skin care products, but it can be different levels of market-oriented it also popular. Holiland seems to take such measures, it introduced high-end brand and 24 hours a day ... ... the way most of the increase in selling because the layout of the existing market, the traditional selling point for consumer groups to meet the increasingly close to saturation, to break the bottleneck would be very laborious, have to make new exploration well Lee to face is this.
no matter what kind of selling point to build, the key is whether the business model along with the remodeling. If the characteristics of their business model are not familiar with, can not have a specific business model to determine the direction of remodeling, it failed in the offing.

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Reprinted from alumni of the user at 10:53 on November 18, 2010 Reading (loading. ..) Comments (0) Category: Little Mo, share

seemingly sweet bread in the coffee world, in fact, troubled. The first brand of baking industry in Taiwan 85 ° C with , in a hope of secretly innovation. The spirit of innovation and service companies in Taiwan experienced grass-roots spirit of the stability of mainland enterprises, but also to the commercial baking industry grow into the world added a bit exciting.

◆ 85 ° C:
business model:
baking industry
Keywords:
borrow Marketing: 85 ° C positioning the bread for the coffee chain restaurants in Taiwan and the mainland, in a different key products to win.
parity star: the mass of the star product selling prices, selling
24 hours a day: the first to open the baking industry pioneer, caring service.
fast fashion: 85 ° C for 45 days every 4 to 6 release bakery products, bread products, 6 to 8 to ZARA mode bakery
walking in the streets of Taipei, not far from the intersection at Starbucks, usually sell coffee to see a bakery. The left of the doorway is the Clean and bright on both sides of the large picture window, two blocks far from the pedestrian trail is expected. A wide variety of coffee shops,burberry bags, and not expensive, only 8 yuan to enjoy an aromatic coffee, open kitchen, pastry chef is busy baking bread, and occasionally even went to talk with a few customers, such as like the taste, texture and so on. If you hurry to leave, you can choose to take away, if you have time, then invite some friends one afternoon to sit in the shop is also very comfortable. Working late at night or eat supper, 85 ° C24-hour sign was on, as long as you like, you can go at any time.
is such a clean and simple store bakery chain industry in Taiwan has created the myth.
85 ° C in July 2004 and formally opened the first brand name outlets, then to locate affordable luxury to In March, 85 degrees C 324 stores in Taiwan, mainland China 106, there are four in Sydney, Australia, the United States has stationed. Less than three years, the number of 85 degree C in-store, sales and revenue performance of the number of cups are better than Starbucks, a coffee cake, Taiwan's largest chain of leading brands.
the attitude to stand out
dark horse on, he swept the continent dominant position, 85 degrees C is the business model of the observer object worthy of study.
to
85 degrees C to create a business miracle in Taiwan, the media praised the defeat of the Starbucks. In fact, 85 degrees C in Taiwan did not head to head with Starbucks. Chief spokesman for the clock 85 degrees C as quiet as saying:
public consensus on the evaluation of 85 degrees C is .
Political Science
Wu five-star products that can be affordable, he calculations:
So, 85 degrees C average price of 8 yuan supply of coffee, the average price of 3-6 yuan bread, cake is the average price of 8 yuan, the general per capita consumption of more than ten million to one, compared to Starbucks or other similar stores frequently per capita consumption on the hundred dollars, the price of 85 degrees C basically bread prices.
for the mass consumer market, However, the marketers of using the price drop wiped out a customer loyalty for the competitors, not necessarily to win the loyalty of their consumers. Businesses in the use of In other words, goods can be
85 ° C for product development and quality management is very hard.
from the creation of that day, Miss Political Science of the shares on an appropriate and well-being attracted to a large number of international five-star hotel chef for bread and cake making, the choice of five-star hotel banquet specified raw materials, the real high-quality products and services. Central kitchen building and construction storefront visibility of the kitchen are all products to ensure quality.
for
format similar to the chain Starbucks, locked in the location of the first line is usually the first line of the city business district, create a good reputation, and then as a center, into the surrounding smaller towns. 85 degrees C, the parity position, 25 years old to 35-year-olds is the largest consumer groups, nearly 50%, 10% or more children, the elderly accounted for about 20%. Therefore, they are more favorite store address is another residential area around the existing business district, adjacent to the railway station or subway station is better to improve facilities, the best large-scale supermarkets, as these areas more traffic.
In Taiwan, 85 degrees C there is a site must follow the principle that stare at Starbucks, the streets selected in the The so-called Shop in order to reduce costs, improve efficiency, 85 ° C, store in the emphasis on efficiency floor, each shop provides tables and chairs are often less than forty-five, is to improve the customer's rotation rate.

85 ° C internal considers himself to have completely different Starbucks, Starbucks coffee shop is a business-type, 85 ° C with coffee, bread and cakes, the restaurant chain. Starbucks is a business person or consumer of the main pursuit of the petty bourgeoisie taste of senior income, and 85 degrees C, is the urban youth consumer groups, which means 85 degrees C is actually an urban FMCG food brand.
85 ° C nearly 50% of consumers aged 25 to 35 year-olds, which determines the parity of 85 degrees C,mulberry bags, luxury products, can be take-out food court, 24-hour butler service model. 85 degrees C operating mode in fact a bit like the apparel industry ZARA, Uniqlo brand, pay attention to product innovation and attention to marketing practices.
in response to rapid market changes, 85 ° C to product development, production and marketing system is divided into five or six levels, under the Regional Chef Executive Chef, regional chef but also managed several branches, each branch has has in store for cake division, and the baker, and shop with an open kitchen, pastry chefs can ask the customer needs and timely feedback. Monthly meeting of 85 degrees C has a chef, sub bread, cakes and drinks three lines, each chef of the month every month launched a new product proposal. 85 degrees C released every 45 days, the provisions of 6 pastry products 4, 6 ~ 8 bread products, but also continue to develop all kinds of summer drinks. So, we see 85 degrees C inside many varieties, there are thirty kinds of coffee, bread is nearly a hundred species. 85 ° C do not have a long off between money and promotions shall clear the proportion of all sales data to determine the shelves by period.
bundling is a form of symbiotic marketing, also exercised 85 degrees C reached a pinnacle. Because In Taiwan, people like to drink coffee, 85 degrees C to the main In mainland China, Australia, the United States and other regions, 85 ° C Youyi flagship products for the local drive sales of other products.
85 degrees C for a large part of the target consumer group is the owls, 85 ° C beginning 24 hours. 24 hours the increase in operating costs is not high, because the rent is fixed, which is part of the increase in electricity and manpower, those in semi-commercial semi-residential area of ​​the store, open 24 hours to obtain good results.

a company going from start to need to go through several stages, the first stage is to define their main mission, first of all is to have a viable market and products, and 85 degrees C the opening month, single-store sales month close to 100 million, proving its concept is feasible. To the second stage, the company mission is to expand the scale of this time must be given more resources and operating systems.
chain is a strong indicator of whether the first number of stores. 85 ° C can be two to three years in Taiwan as of the time just outnumber Starbucks stores, is relying on an external join.
but very sensitive to blindly join the external join, manage disorder, resulting in lower-quality product, and ultimately death of the brand to do. Wu political science have had a similar business before the experience, the failure of the business to the next accumulated experience.
85 ° C was founded four months later, streamlined processes open only to join.
order to protect product quality, 85 degrees C in central Taiwan, established six factories in Taiwan area is small, the six plants can basically radiation more than 300 stores in Taiwan. In order to monitor the sales of each branch, 85 ° C standard operating procedures (SOP), into ERP systems, real-time control of the market feedback, to make production adjustments, and the establishment of franchisee selection mechanism, a sound system for the management of stores and methods. 85 degrees C to open a store, invested capital about 300 million, will be able to earn an average of four months a year in capital, which attracted many small speed entrepreneurs eyes, 85 degrees in Taiwan shops C90% belong to the stores.
85 ° C with Taiwan enterprises in common: from the moment of birth decided to take the international route. Taiwan's market is relatively small, coffee cake chain saturated market, set up three years later, 85 degrees C to actively develop the overseas market. Depending on market conditions, 85 degrees C has changed the way they operate.
in Australia and the United States, 85 degrees C Direct way to operate, there are four stores in Sydney, has a central plant, but sparsely populated, four stores are located in the shopping center. The shop is still the United States used the
85 degrees C the most obvious change, the greatest impact is in mainland China. 85 ° C in 2007 landing in Shanghai, to the speed of a whirlwind more than 100 stores opened, and Taiwan joined the model compared to 85 degrees C all stores in mainland China Guide. In the marketing model also has to adjust, for example, in Taiwan on a 2. That is, if 85 degrees C in Taiwan,mulberry handbags, Starbucks competitors, then the mainland, but it is baking chain brand competitors, such as mainland Holiland, Singapore, the new bread bakery in the local language and the plethora of brand. In response, 85 ° C adjustment is made in mainland China to the In Taiwan, the take-rate of 85 degrees C up to 90%, while in China the ratio is much lower.
compared with the mainland counterparts, cutting-edge 85 degrees C ferocious. The business model also won a number of mainland counterparts to imitate,paul smith sale, such as the first brand in China Holiland baking industry. However, due to the different positioning, Holiland imitation did not achieve the desired effect. Wu political science and business are good at using the concepts of profit sharing to attract talent, 85 degrees C in the development of initiatives to introduce foreign capital to accelerate development, and plans listed in the third quarter of 2010, these will win the space of 85 degrees C.
chain services to achieve sustainable development, not only must the rapid expansion of the scale, but also in the expansion process need to maintain a consistent product and consistent management culture. The face of the vast mainland market, 85 ° C for the mainland counterparts to bring innovative service model at the same time, their need to change. For example, 85 degrees C in the second stage of development of the company's performance on large-scale expansion of remarkable, and even advance into the professional management of the third stage, but the fourth stage in the need to transition, how to change 85 degrees C ? when trying to copy the mainland counterparts marketing model 85 degrees C, 85 ° C to maintain their original position? These are the future of 85 degrees C in the mainland market to consider.

◆ Holiland:
business model:
as China's largest bakery chain, Holiland to second and third tier markets as the breakthrough point, adhering to the simple, convenient business philosophy, practice the mode, and changes in the market and consumers continue to make adjustments, and strive to achieve competitive enterprise from product category to the integrated business transformation.
Keywords:
producer: a very long period of time, Holiland is the

change: The product mix in the baking industry will not have much time to innovation, from business model and service model changes on the hands.
chain in the domestic baking industry, Holiland undoubtedly a miracle. Only a single cake in the food industry branches, Holiland annual sales of more than 20 billion yuan, more than 70 large and medium cities in the country to open nearly a thousand Direct chain, sold 30 tons per day birthday cake and bread, sold 20 per year tons of moon cake.
If you are like cakes, you will find in the major cities, even in the city's central business district, usually shining Holiland presence. Even if you book a birthday cake, a lot of time people have to keep up behind the long queue. Holiland few seats inside, the space for customers is not much entertainment, and some stores did not have seats. The food is exquisite, the price is pretty fair, the price of bread in the 3 to 8 per hour, but the average price of coffee 8.
the past 18 years, it seems Holiland has been the case. However, this seemingly casual is in operation, Holiland his career achievements. Baking industry is a homogeneous product industry, the more serious, such a seemingly simple to buy or sell that, Holiland who have made a great article, its business model and core values ​​are certainly worthy of study.

Holiland success, in addition to an early start, the market is huge factor, but also because Holiland followed and created many of the mainland baking industry business model. For example Holiland the A later stage, Holiland launched the
Holiland Another factor is the success, although it is a chain, but never rigidly adhere to a single rigid chain mode of operation, but as the market changes constantly make adjustments.
Holiland started from the second and third tier cities, mostly in the early cake high-income consumer groups, Holiland site adhere to the two major criteria: First, shop in crowded places, and second, selection of property rights clear and consistent with the concept of enterprise development, the owners.
Later, as economic development, moved in a number of high-end residential Hollyland, and large and small shops, services, content is not exactly the same, always according to customer and market changes in a timely manner to develop countermeasures. In the bustling business district, Holiland 500 600 square meters of large shops, the shops belong to this type of flagship stores, both sales and display functions; In the second commercial center, Holiland 60 150 square meters of shop ; in the community, there are 30 square meters service Hollyland small shops.
shops and different locations, but a general guideline to follow to ensure a unified brand image of appearance. In hardware, usually Holiland requires no less than 2.8 meters storey store, more than 6 meters in width facade, building forms part frame structure.
Initially, Holiland operated only cake, bread, 2001 after the events in Shanghai Guan Sheng Yuan moon cake, moon cake Hollyland seize the opportunity to enter the industry, in 2006, begin adding dumplings and dumplings products. After 2000, Holiland in Beijing, Tianjin, Shenyang has built three large modern food first class industrial park, the establishment of the central plant may be radiation surrounding areas, the formation of scale, also supported the Holiland chain stores expansion.
The three products
Holiland cake and bread, moon cake, glutinous rice balls, respectively, in the Holiland income more than 60%, 20% and nearly 10%. The three main products of the basic decisions of the portable Holiland sales model: First customers to stores that buy and go, and the other is the home order or telephone order. Two modes of time flow of customers in the store, no more than 5 minutes, so no need to provide tables and chairs and leisure services, Holiland want to bring considerable traffic impressive single-store sales, this way the so-called Holiland .

cake is usually more dispersed customers, and more single products, which take care of all customers and to generate benefits of scale. The cake is a kind of With the rise of the demonstration effect Hollyland, and soon many food chains began staking their business shop, Holiland also faced no small challenge: how to quickly gave birth to both scale and capture the market, but also ensure that
in this process, Holiland has always insisted the idea of ​​operating independently. More than a thousand stores nationwide today Holiland, nearly a thousand is Direct. In addition, the store Hollyland turn into a unified product quality control request, to maintain quality of the link between the shop is already consensus for staff within the Holiland culture. Output by the impact of culture to achieve Holiland the
This was interpreted as Holiland outside the That is more than 8 years in the Holiland and good performance can apply to join within the headquarters holding franchise, but authorized stores independent accounting, so that franchisees can enjoy the benefits alone. This internal stores mainly in the company's other five Hollyland veteran business control of the East China, Central China, Central China, Northwest Region and the South 5. At that time in order to establish the scientific enterprise management system, the Luo to the national market is divided into six major areas, one of his own direct control, the other five points to start each possession of a veteran, the possession of their respective holders of the shares of that region. Management district and the Currently more than 300 stores within Holiland, accounting for 30% of total revenue Holiland about.
characteristics of this Chinese-style management experience - within the business model has been in a variety of service industries to promote open, such as food chain industry, beauty salon industry and so on.
Holiland 18 years in operations, almost no one outside M & A and the external join. In Holiland rapid development of high momentum of those years, by the pursuit of capital, but without exception, refused to be Luo. This seems to be a common, and Holiland the same period a large number of Chinese entrepreneurs of private enterprises, have adopted the basic long.
transition to a service-oriented enterprises
But all in competition, foreign brands to enter, the harmony is no longer.
Luo, chairman of
like photography business management in improving the system, once and became a Luo ride in the gap in the African savannah, the new language to the bread, to 85 degrees C, and local brands such as Shanghai, arose.
new language to do is bread bread cake boutique chain, like the urban landscape, as in the commercial center of the city occupies an important place to go lifestyle line; 85 degrees C beat Starbucks in Taiwan, with its unique business model and services firm foothold in eastern China to the rapid expansion of the country. Holiland though is the first brand in the baking industry, but in a strategic but not a store in Shanghai, and Holiland as the object of imitation by the local bakery, now remove the lintel of the signs, you can not tell Which is the
baking industry chain, the product structure is not too innovative, but the business model and service model has already been a rapid change. In particular the rise of 85 degrees C, Luo deeply stimulated, he embarked on a number of new exploration and adjustment, Holiland also began selling from a single transition to multiple services.
the first to introduce high-end brands Hollyland Different from the traditional chain business model, the black swan cake brand created, using the best chain of information management software business plus a combination of e-commerce business model, the city established in the sales call center, production center and distribution center. If the city has Holiland shop to shop in the Holiland order, but the product is not in the shop for production, is produced by specialized production centers, and home delivery.
Second Holiland enhanced e-commerce Customer service on a single computer to achieve a But it has a fatal flaw: Holiland e-commerce distribution subject to the store, and if the city does not Holiland stores, online ordering can not be completed.
in the market segments, Holiland also frequently test the water to get into the business catering market in Beijing, Although this will challenge Starbucks, UCC,designer handbags cheap, the two sides in the commercial catering coffee fans have a certain brand of coffee, but
85 degrees C, the face of ferocious, Holiland in accordance with the model 85 degrees C in Beijing, Tianjin, Suzhou and other cities to learn and try a handful.
district where according to store location and size, Holiland classified. Some of the larger stores, but also in the relatively prosperous commercial area, relatively large flow of people, Holiland joined the coffee, beverage products, and began 24 hours. Coffee beans are freshly made, bread is baked, the kitchen is open, the waiter immediately removed from the inside of various food products required by customers. For this imitation, Luo Wen-dong is the assistant thinks so: After all, not the same as the positioning of both brands.
relative to the set up in Singapore in 2000, a new language and the bread was established in Taiwan in 2004 to 85 degrees C, has a 18-year-old Holiland perhaps to market changes, changes in consumption habits, sense of smell is not so keen, and reaction speed is not as fast. But Luo is clearly aware of the problem, it is hard doing innovation.

Comments:
selling business model
Why rush
high-end brands in the country Haagen Dazs, and in the birthplace of the United States is a kind of mass consumer goods? Maybe some people will say is the people's xenophilia, some people would say it is we the people of the U.S. company 忽悠money. Haagen Dazs, but I think it is a selling point in the two countries are different: in the United States, Haagen Dazs ice cream sells itself, selling the flavors; in the country, sold their spacious Haagen Dazs stores and elegant atmosphere, sold the Petty Bourgeoisie in the United States. Therefore, it is stationed in the United States and other popular low-cost Wal-Mart supermarket in the country it is a self-built luxury stores, take leisure route.
back to 85 degrees C and Holiland, both selling Haagen Dazs in the country and the United States similar to the different selling points. Look at their slogan, playing is 85 degrees C The former emphasizes service, which emphasizes the product, and this is their different selling points.
selling point of origin
While any business will service, product simultaneously, but different companies selling point is rooted in the initial phase of the market environment.
Some people say, the more you lack something more to show off what you will. In the business of it, this is a business opportunity.
1996 years, China is the petty bourgeoisie of the Enlightenment period, and Shanghai is China's most bourgeois of the city, this year, Haagen Dazs chose to visit China from Shanghai, which is destined to lead it after Petty market.
Coincidentally, the 85 degree landing in mainland C2007 is the first stop in Shanghai, then to Shanghai as the center, lose ground in East China, the Yangtze River Delta region in the shop more than 50, to Shenzhen, Chengdu and Beijing development. This shows that, in order to Petty mind occupied on the mainland, Shanghai is the touchstone of the block, taking the petty bourgeoisie of Shanghai, and then win the rest relatively easy.
look back at 85 degrees C, start the next story: Taiwan in early 2003, Petty Bourgeoisie, luxury has long been popular, but public, is the lack of money, holding them to enjoy the price too high. Wu political science at the Grand Hyatt Hotel, afternoon tea in a coffee aware of this, he sprouted out, Well, this is the selling point of 85 degrees C.
However, the entrepreneurial
Holiland love cake from a turning point in the mother's first birthday, retirement, Luo has not traveled to Sichuan Yaan find a cake to his satisfaction, so
selling business model design
Thus, different starting points determine the different selling points, and different selling points and determine the design different business models and paths.
In Taiwan, the ordinary bakery sand, 85 degrees C, selling it to competitors located in the Starbucks, so it will open in the Starbucks next to the store, shop equipment to provide elegant, with bright, open space and placed outside the shop in the shop a few lounge chair, 24 hours a day, then drive cheap bread cake coffee sales, which it and the difference between an ordinary bakery opened.
cities in mainland China, buy a cake to be a circle around the city, there is no decent rivals since the early days, Holiland do fine as long as trying to make the cake beautiful, introduce modern production technology, add new categories, Then look for potential gaps in the market, staking their claims, this boss will be able to make the mainland.
So, starting point of Taiwan's business environment, once the breakthrough was 85 degrees C, then to the Mainland on the irresistible force, the capture of Shanghai, and opened 106 stores in mainland China is its brilliant record. Holiland the low starting point, the initial capture of second and third tier cities in the same irresistible force, but a march in Beijing, Shanghai and then enter, it looks bloated, and Shanghai's Petty becomes Holiland high capacity bottlenecks.
In fact, the level of business model does not matter, only whether the match. Like,paul smith uk, you can not say Wal-Mart's low-cost model to Biamani lower level luxury model.
Similarly, Holiland focus on the product model and 85 ° C to focus on service model, the lower the higher one, can not be generalized. After all, if Holiland Ya take the initial pattern of 85 degrees C, and perhaps already laid to the dead, while 85 degrees C, as if the only Holiland products, perhaps from the Taiwan simply can not come to the fore the many bakeries .
selling mode remodeling
If you have a level of
, then the level of business model is their ability to adapt to the environment and the continued expansion of the adjustment of power.
From this point of view, 85 degrees C slightly better, it is after all a high starting point, is the dive from the top down, and Holiland is climbing, the more high-end market to go to some of the more bother.
Difficulties encountered
Holiland traditional manufacturing enterprises in China is almost a common difficulty. Killing a lot of wind and water in the Mainland market clothing, electronics brand enters the first-tier cities to less than Jiugong many sit tight in the top spot in the domestic market the brand, a door to go abroad has become synonymous with low-end cheap consumer goods.
but effort does not mean stagnation, Holiland and China, these companies need to do is face the new business environment, rebuild their own models. After all, many industries no longer a blank of domestic market, competition has intensified, and the philosophy of early to fill gaps in the market if we do not make a fresh start, not only upside fatigue, are more likely to position not be maintained. Because, a monk of the time with two to three decades, has already learned how to please the Chinese consumers, along with their trend from the high dive down, competition will further intensify.
remodeling business model There are many paths: one is to achieve the ultimate of a selling point, and then tap the potential within, to do every aspect of fine, extreme, just as the Japanese continue to rely on lean management to keep costs down . As another example, Wal-Mart's selling point is lasting. 85 degrees C is taking a similar route, although it is in Taiwan on a Taiwan's affordable luxury fashion positioning removed, but rather to its further expansion, further strengthened in the mainland to the In Taiwan, the take-out rate of 85 degrees C up to 90%, while in China the ratio is much lower. Because in China, its business model there is still much room for upgrades.
remodeling pattern and the other is to increase the selling point, selling more abundant and diversified to increase the combat side, and then extend outward to cater to different levels of consumers, the rapid increase in capacity of the various markets. This regard is represented by P & G and Unilever, who will shampoo has been extended to low-end from the high-end, or do from the toothbrush toothpaste shampoo, skin care products, but it can be different levels of market-oriented it also popular. Holiland seems to take such measures, it introduced high-end brand and 24 hours a day ... ... the way most of the increase in selling because the layout of the existing market, the traditional selling point for consumer groups to meet the increasingly close to saturation, to break the bottleneck would be very laborious, have to make new exploration well Lee to face is this.
no matter what kind of selling point to build, the key is whether the business model along with the remodeling. If the characteristics of their business model are not familiar with, can not have a specific business model to determine the direction of remodeling, it failed in the offing.

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