Liu Bin remember the first time standing on their own Chunxi Road East Avenue 6, two-story picture window heartbeat feeling. At that time, he is only called at the Sichuan University has two
but the passage of time, now standing in the bustling crowd, in the arteries of Chunxi Road Pedestrian Street corner, looking good this 1,300 square meters of the edge of a large store of wood, leaving only a heartbeat for other businesses far.
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mobile recharge card edge Chunxi Road Goodwood store is a milestone for Liu Bin, but also a new beginning. In a land-locked, popular culture, people love nest in the restaurant drinking tea in the city to play mahjong, copy the Starbucks model seems difficult to go through. Chengdu what people need coffee? How to Chengdu, the restaurant moved from the coffee shop? In Chengdu, already has more than twenty Guide for Liu Bin Chunxi Road store from the experience to work out some doorways. As with many shop owners whim, Liu Bin's business has a normal to start. In 1998, Liu Bin returned from studying in Japan, employment in Singapore, he worked in the cafe his wife returned to Chengdu, nothing seems to appeal to the state-owned enterprise workers, almost too much to consider, on the door to find a school in Sichuan Province 32 square meters of small coffee shop to do.
As the market and positioning, he did not think too much, universities have foreign teachers, students and various international academic exchanges, should be the place where the cutting edge of the city, no worries about not make a living, this is only 8 tables in the store. And so he did as they wished, in the Sichuan University and Chengdu University of Science appear out of thin air on the road between the culture of a not finished, the students opened the door almost to the owner to help them come.
However, because of lack of experience, Liu Bin and the landlord signed a one-year contract, the second year of Sichuan University and Chengdu University of Science combined, forced removal of the road. Liu Bin This is the first positive start on the road stimulation, he not only has found a place in the nearby shop, but also to run and the brand was registered.
edge good wood at this time, only two stores are rooted in the vicinity of Sichuan University, Chengdu field because only the instant coffee buy coffee beans, only a simple single-machine coffee machine products The couple had to go to Singapore every three to four months to replace the material with pockets, by the way the ice in the drinking practices of local learning back to Chengdu. But he wants to join has already been found, which grow in the twilight of his
almost no suspense, in 2002, he thought Chunxi Road opened up his store. Eighty years of history which has a mature business district of Chengdu significance. With the local people usually do not visit Beijing Wangfujing (600,859, stock it) Avenue's situation is different, Chunxi play will not only tourists visiting the attractions, is also the weekend like get-together, play a stronghold of the Chengdu locals, used to do image of the shop
Liu Bin found in the district in the center of the pedestrian street in the corner there is a state-owned stores, had sales of antiques and art products, due to poor management, has become the least popular corner of the shopping district. Liu Binpeng faithful with the words, are found on each visit, what this building will be sparsely populated, is simply no way to back to life. But apart from this
in Liu Bin was some time before, a good improvement in Chengdu, in a circle, that had just emerged from Chengdu, Shenzhen, Taiwan and coffee trees, Code of coffee, the same customers door. Goodwood edge and these brands are just fresh in Chengdu also faces, if you do not waste no time will be occupied by the initiative, and these brands started from the field, with funding based on the number of shop certainly no problem.
may Goodwood edge style all their own can only be Jack magic beans coffee chain's founder King Pin-Jie from the Zhongshan start their own business, his view is slightly less than the degree of open north of the city, Guangzhou and Shenzhen, to the great shops and cafes playing the main trend. In a second-tier cities, the majority of cafes stay in the area within a few hundred square meters (plus Houchu), especially the urban centers, the flow is fine, the choice of those little shops, the reason is very simple: shop In Beijing and Shanghai, retail rents have become accustomed to day basis, and some second-tier cities are on the Sichuan 100 square meters of shops, the monthly rent of 2,000 yuan, 24,000 yuan a year, but Chun Xi Road store's annual rent was 84 million, from the point of view is catching up with the order of first-tier cities.
Liu Bin shops in Sichuan circle fairly popular among college students, have flourished as a venue five or six tables of guests to a kind of practical sense; Although the two stores can be profitable, but each of the top the profits of the hundreds of thousands more, even the big stores Chun Xi Road, the principal are enough people. First store in the small, only takes a few million in renovation costs, Liu Bin added that if the renovation costs Chunxi Road store, no certainly not 100 million.
he wanted to find a partner, we look to the original, a leader in state-owned enterprises invested 50 million, together with their savings. Signed the contract, leading suddenly speaker, hoping to become a major shareholder, the brand and has several shops owned by his name. Although the dream did not do too long, but at this time to hand over the edge of good wood is not in his plan. In his intransigence, the withdrawal of a partner, funding ran out. Friends conspire finally finally found more than 90 million renovation rush began, the study came from Liu Bin personally machinery design.
3-month renovation period, Liu Bin and after the operation began afterwards. 7 million a month rent, plus a variety of raw materials, wages and employee matters, only to flat sales to 18 million rather than lose money, so to maintain the daily sales of 6,000 yuan; and store the unit price is 20 per customer , almost 300 people to consume; shop put 90 tables, if calculated according to 3 people per table, filled once can be achieved in sales, of course, if Taiwan can continue to turn better.
this time, the reality is not so ideal, the first month of sales of 7 million, just enough to rent. Downturn lasted two or three months, Liu Bin eyes open every day to remind ourselves that today will lose 5,000 yuan, and then to the coffee shop sitting in the window But now the situation is a whole row of seats are Guests, and occupied seats not want to go sit in the store, but insisted he gave inspiration, Liu Bin suddenly felt a problem. His shop is the original mall's second floor, Seen from above, such as weaving between the crowd downstairs. Who says no source? Clearly in the following source. Liu Bin called the clerk to tell you: Do not worry about the guests, people close to the ground floor, only you do is put them up. Please post up and recognized each other like it is the second step.
good wood edge has a little time in critical condition. Due to insufficient funds, due to the renovation team and floor, glass, curtains, four or five factories and other money, a few million each, have more than ten million. The other probe to the present situation Chunxi Road, two or three in ten workers in a few days ago called, each table sat one, the debt collection program. Finally, he had to write IOUs, let the other party to receive two thousand dollars a month, even so each vendor can have one year After receiving the money.
order to carry out this He began to put in the window, Please come over his seven or eight temporary cook dishes rush to study, put-meter long buffet table. At the time, there is a round edge Chunxi Road Park and Manabe, two stores, in the main simply do coffee, tea format limitations, are not going to do a buffet, after all, the human cost of this approach difficult to manage on more than a simple coffee.
At this time coffee shop on the need to adhere to the elements, Liu Bin's menu is 70% of coffee is always the highlight, but also a compromise, we will invite a number of artists for guitar, piano performances.
outside on weekends, Liu Bin and began to think of other ways. He made a series of promotional sleight of hand, print promotional coupons and Logo with the edge of the tissues of Goodwood, 5 yuan 10 yuan will be able to come taste the claypot. This is a very novel at the time of the move, coupons can reach 10% recovery rate.
some actions, good source of wood edge of the rapidly improving situation in six months, beginning seats filled; in the second year of Christmas, guests can even find Latin American relations to the location and the attendant, otherwise every afternoon to simply not wait for seats. The remaining amount of decoration is also finally got settled. The Chun Xi Road Park and the edge of the circle is followed by Manabe closure of two stores are Liu Bin, which requires looking up the object. If you do not close the ones who enjoy the barbaric action, perhaps following a period of time will attract the customers came up, but it must be very large volume coffee shop in order to resist the rapid recovery of cash flow crisis caused by high rents.
But Chun Xi Road store gave Liu Bin leave another topic: the customer into the store in the morning, the afternoon was full, the situation is still the night; as long as there is a performance, would like a little coffee shop Like theater; young people wish to sit together to chat, stay for the day. In Chengdu, all the cafes as a place where time-consuming, and other cities,
If you use other brands of coffee, thinking to analysis, people always take money in exchange for time, turn rate and rental units is proportional to the characteristics of Chengdu is the center of diffusion, the more there in the city, fast coffee , business style, more, more than this one in the periphery is a large coffee shop. However, Liu Bin's store, noise levels will be slightly higher than the number of coffee shops, the customer often from coffee consumption to a meal, but they did not pay much attention to the food product, but only here until noon, the evening is a natural need.
allowing him to coffee and tea house in Chengdu link. Chengdu teahouses and restaurants are casual treasure, seem to have Dabu Wan of mahjong. In fact, quite similar between the two functions are the symbol of the city laid-back culture. A few years ago to see all young people to visit Goodwood edge of fashion, but this trend will one day be the past, now more a few friends or a family reunion, save the trouble of cooking at home, to coffee Hall reading, chatting, online. Chengdu people have heard of the bright lights of Starbucks and the small tables and chairs are uncomfortable, Liu Bin hope Goodwood margin to as the
out of style after the return of the product taste, is to look after the honeymoon atmosphere. Liu Bin spent more time in creating an atmosphere on the edge of his specially designed to Goodwood different style, Italian, Mediterranean-style stores and increased iron walls appear rough part of American style can not see what the grain greater use of pure paint, and similar style coffee shop in Taiwan, lamps must be specifically his back to Amoy. Liu Bin, Chengdu people love to think that consumer spending is also very picky, go to other parts of Sichuan basically can not find the feeling, the requirements of the cafe atmosphere, some changes before it is not easy to become bored. Each store must be the same as work, finding in their own professional drawing after drawing with the communications division, the last renovation was finalized. However, this habit of local people will have choices to accommodate, for example, the mahjong in this restaurant is certainly not available. Liu Bincheng recognition, shop rent, price and turn sets off the equilibrium rate is not good grasp, only to brand more recognized, try to keep booked state. Guests from the initial view into the cafes were very tide, very fashionable, the further into the edge will go to see good wood.
to adapt to local custom, from the details of the departure, the products look like on the island, no significant difference between brands, but people need to feel in Chengdu, the cafe offers a casual atmosphere and precisely tune their own style. Goodwood margin in recent years in other areas began to open to join, Beijing is located near the Chaoyang Gate franchise, The other is to Chengdu, feel good atmosphere of wooden edge of the casual cafe will open the same thought of a return to Beijing.
exactly how to define the positioning of it good wood edge, Liu Bin hope that Chengdu is the most suitable soil for the growth of their brand, relying on each other to survive, but also to adapt to the habit of Chengdu, reduce consumption risk, until there is no reason to go into other brands. To reduce risk, he dug in 2004, a number of managers from McDonald's, gradually established a central kitchen, standardized system of complex products, in addition to the city of Chengdu, to join and open to more than thirty, and 22 in Chengdu family remains firmly in his grasp.
now seems that Chun Xi Road shop has completed its historic mission, an increase of 5 near the store are more than 700 square meters big, so Chun Xi Road store, when the peak passenger flow down to 70%. Liu Bin glad, good wood edge is in people just beginning to accept the consumer when entering people's lives, perhaps for entrepreneurs like him, the 1,300 square meters large stores such challenges only once.
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