It is hard to imagine that Starbucks, the coffee chain giant with 16,000 stores around the world and an annual sales revenue of more than $10.4 billion, has met a strong rival in the form of Taiwan's 85 Degrees C Coffee & Pastry Bakery, which was founded only in 2003. According to statistics, it opened more than 340 stores in Taiwan, selling 100 million cups of coffee a year, with an annual operating income of 1.5 billion yuan, surpassing Starbucks, which has more than 200 stores in Taiwan, and in turn, 85 degrees C is known as Starbucks in Taiwan. Why this coffee roastery took one year to open more than 100 consecutive coffee pastry bakeries in Shanghai and the surrounding areas without any advertising, and almost every store is doing so well that they have to wait in line, such a business legend is undoubtedly worth studying and learning from. Reshaping the coffee chain business model map.1. Reshaping the coffee market pattern. Starbucks is the traditional Italian aristocratic cafe further fashionable, civilianization, then 85 degrees C in Starbucks on the basis of further coffee and pastry lifestyle more popularization and living, from the elegant middle-class enjoyment of leisure to the whole society to extend, so that many people who do not drink coffee, not too much love to eat pastry cake also included in the ranks of the consumer group. 2, playing high in the middle, let the mainstream consumer group The mainstream consumer group will be attracted to the shop. Bright and simple store image, feel the taste and grade are relatively high, to meet the consumer psychology of the "face demand", where it is a wise choice to buy things, and will not be said to become a bargain. 4, a high level of opening strategy. Before entering the Chinese mainland market, 85 degrees C store team in Shanghai and other places to investigate the 2 years, and then in a year's time opened hundreds of stores, such speed is amazing. The reason why it can open so many stores in a short period of time is that it negotiates with the property owner to lower the rent or even waive the rent by cooperating with the shareholding, which increases the speed of opening stores.5. Five-star food enjoyment. In order to reflect the high value of the brand and high experience, clearly separated from Starbucks, 85 degrees C choose five-star hotel confectionery baker as a chef, because such talent is very scarce, and not easy to leave the original high-level hotel work, to give the chef shares as well as a higher salary commitment, 85 degrees C general manager was also asked to a five-star hotel chef, spent three years, every day on the phone to ask for warmth, and finally moved the master chef to join! Finally, the master chef was moved to join 85 degrees C. Consumers can spend a very affordable price, eat pastries that can only be eaten in high-class restaurants, as well as coffee from Guatemalan coffee beans, undoubtedly gained a great enjoyment and satisfaction, and taste the deliciousness of the five-star chef has also become the best gimmick and advertisement, which has brought about a good word-of-mouth effect and driven more people to flock to 85 degrees C. Comprehensively The core element of 85 degrees C's great success is the differentiation that shapes new values. Many people think that 85 degrees C is relying on the price war to win, but only the appearance, in fact, playing the price war is also a differentiation strategy, that is, price differentiation, can let consumers quickly perceived, but only to do this is far from enough, not only to reflect the price differentiation, but also to reflect the value of differentiation, the experience of feeling differentiated! Consumers need more than just a good price, not some kind of use function, more important is the feeling and experience.0