Rebirth begins with losing the white moonlight

Chapter 273 Created the Absolute Realm

The entrepreneurial base has an extra whiteboard, which Secretary Qian recently added with his own money.

At this moment, Lu Chen picked up a black marker and wrote a few large characters on it very casually:

Sparkling coffee, fruit ice cream.

"This is our trump card for this new store opening."

He looked around at the crowd:
“At present, two products have been confirmed, namely lime sparkling American style and watermelon iced coffee.

The rest of the menu will be developed by our Miss Wan Ning and the professional team of Qimu Coffee Shop, so you can start thinking about the specific copywriting and visual direction. "

As he spoke, he drew two arrows and added two specific product names.

In addition, he wrote next to it:
Orange Gold Sparkling American Style, Grapefruit Sparkling American Style, Coconut Green Ice Coffee, Grape Ice Coffee...

It can be regarded as divergent thinking for one's own team.

hiss……

Seeing him write down the product names, everyone present except Shen Wanning took a breath.

Don't blame them for their shallow knowledge. In this era, how can anyone have seen these things?
Let alone 2013, even five years later, Ruixing Coffee has not yet launched these new products.

Lu Chen clearly remembers that at the end of 2018, the signboard of Ruixing store still said matcha latte, Ori White and cappuccino.

This is true for Ruixing, not to mention other brands.

You have to admit that in the coffee industry, Ruixing ranks second in terms of product iteration capabilities and accurate control of the psychology of young consumers. It is difficult for a brand of the same size to rank first.

"So Brother Shen, we are going to turn the high-looking coffee into a small drink for young people."

Liu Sijun was silent for a moment, then suddenly had an idea and said to him.

"You kind of hit a point."

Lu Chen nodded.

This statement is indeed straightforward, but it is easier to understand.

In 2023, whether it’s coffee or milk tea, isn’t it just a small drink similar to Coke to young people?
Whenever Ruixing does an event, you can buy a cup for 9.9, 7.9 or even 3.9 yuan. If you get the money of a new user, you can get it for free.

The reason why it seems so high now is that on the one hand, most coffee shops use imported products, so the cost of raw materials has been high since the past few years;
On the one hand, it is also because most people are still in the development stage of coffee drinking habits. Because they do not have too much exposure, they will naturally have a mentality of "coffee is very high-end" and "it should be so expensive".

However, in ten years, who will still think that drinking a cup of coffee is a luxury?Do you think that the word coffee is synonymous with "upper class" and "quality life"?
Similarly, ten years later, more and more people have begun to recognize the quality of southern Yunnan SOE coffee beans.

"We just want to make it a small drink for young people and make it target young consumers, mainly students."

Lu Chen continued:

“From the structure of our stores, the division of actual functional areas, and even the new product lines to be launched, what we are doing is not only to support the opening of new stores in University Town, but also to create a new sequence for Qimu Coffee Shop to maximize the Attract young consumers.”

At present, the three stores all have very clear positioning, but none of them is really targeted at young consumers.

But this does not mean that Qiu Xin, as the manager of Qimu Coffee Shop, lacks strategic vision. On the contrary, she has a clear idea on scale expansion.

The head office is located in the famous historical and cultural district of Shanghai. It not only embraces the prosperity of the city center, but also integrates the unique local cultural heritage of Shanghai. It is mainly targeted at people who like to stroll on the streets and enjoy quality life at the same time;

One of the two branches is a community cafe, and the other is located in the core area of ​​the CBD. The former covers some older local aborigines, while the latter covers urban white-collar workers with higher spending power.

With these three stores keeping pace, the Qimu Coffee Shop in its implementation stage can already cover consumer groups aged 25-50 or even 60 years old.

What Lu Chen wants to do is to fill the vacancy in the last age group of 18-24.

With the opening of the Qimu Coffee Shop Songzawa University Town branch, the age group of brand consumers will reach the 18-60 age range for the first time, and even the number "18" can continue to advance.

High-quality domestic products are combined with consumers of all ages, and the road to national brands should originally follow this model.

"Wuhu~The boss is awesome!"

Others were already cheering.

They understood Lu Chen's thinking, which was equivalent to Qimu Coffee Shop giving the last piece of the puzzle.

This piece of the puzzle is of great significance, because no matter in any era, the purchasing power of young consumer groups cannot be underestimated.

With this piece of the puzzle in hand, the business model of a coffee empire will truly begin.

"Boss...can I ask a question?"

While others were still immersed in joy, Qian Bin really had to act more cautiously as Lu Chen expected of him.

"You say it."

Boss Lu put down the marker in his hand, and he could already guess what Secretary Qian was going to say.

"that is……"

Qian Bin pushed up his glasses. He didn't want to spoil everyone's interest, but he also felt that in order for the team to continue to develop, some issues had to be put on the table.

Seeing him hesitating for a long time and unable to speak, Lu Chen smiled and asked proactively:
"Are you afraid that other brands will copy our new products?"

"Yes."

Being able to be seen through by the other party at a glance actually didn't surprise Secretary Qian.

Their boss always seems to be able to understand everything, and he can easily understand everything with just a glance.

But he was really thinking about this issue, because he had a hunch that once these new products are released, they will achieve unimaginable success.

But what happens after this?Because of his personality, he habitually thinks further than others.

He does not have the information gap from ten years later, and he does not have the vision like Lu Chen, but he can still see the plagiarism of various milk tea brands on the market and the endless "Li Kui and Li Gui" routines.

"Boss, I just feel..."

He felt that he still needed to explain, so as not to let others think that he was disturbing the morale of the army.

But Lu Chen already patted his shoulder with relief and said clearly:

"Actually, your consideration is right."

Qian Bin is right. If you really have to wait until after something happens to consider it, it will be too late.

However, given his character, since he can propose an idea, it has obviously been fully considered.

"In daily life, can you think of something that, after being developed and promoted, will not be copied by other brands?"

Lu Chen guided everyone to think.

"This..." Several young boys looked at each other, then frowned and thought hard. After a short silence, they finally gave the same answer:
"no……"

Whether it is real or virtual, whether it is a product or a game, once something is launched, there is less than a 0.1% chance of becoming popular. However, after it becomes popular, it will 100% be "plagiarized" at all levels.

Logic, settings, ideas, recipes...

As long as it is put on stage for people to see, it is inevitable that it will be copied.

"Then there will be people who just keep good stuff in their hands and don't promote it because they know they can't escape being copied."

Lu Chen continued to talk to them.

"That's impossible, you still have to earn the money you deserve!"

"It's not just about making money, sometimes it's about seizing the market in advance..."

"Even if you will be plagiarized, after all, it is first come, first served."

"The one who comes out first will still be regarded as the originator by the public."

"This also has a prerequisite, that is, you must be able to speak!"

"But isn't that our strength?"

Several young boys discussed it in a flurry, and Lu Chen also nodded with great satisfaction.

It seems that after following him for such a long time, everyone has made some progress.

It is right to seize the market in advance, and the positioning of the "originator" is also right, but in the end whether you can widen the gap with the imitators actually depends on whether you can "speak".

If it is a brand that does not understand communication or dialogue with consumers, even if it has the "originator" status at the beginning, it can easily be stolen by others.

Because consumers will continue to be affected by public opinion, brands must also continue to create publicity.

The purpose of marketing promotion is to increase the reach of actual users and potential customer groups.

A brand that can maintain its own status cannot be dumb.

"So you all understand the truth."

As soon as he spoke, the others obediently stopped talking:
"But these are not the most important."

"Then! What! What! That! Is! The! Most! Important!!"

The elders said in unison.

They really enjoyed listening to their adoptive father's lessons, not only to learn from them, but also to create opportunities for him to perform in front of the boss's wife.

Miss, look at how smart our Brother Shen is!
You are so handsome and so smart, your children will definitely inherit the best genes from both parents!
"the most important is……"

Seeing them so energetic that they seemed to be shouting military training slogans, Lu Chen's lips couldn't help but curl up into a smile.

He could feel that because the little tsundere was by his side, even his own laughter was rapidly decreasing invisibly.

It’s good to smile more.

At a glance, he saw the smile on the corner of Lu Chen's lips, Shen Wanning thought in his heart.

The two of them looked at each other inadvertently, and their eyes seemed to be drawn to each other.

“The most important thing is that there is no absolute differentiation in the food and beverage industry, because no matter what new product you develop, it will be copied by your peers in the shortest possible time.”

Because of his "self-control that surpasses others", Boss Lu quickly regained his serious look.

He didn’t want to use milk tea shops as an example, because this kind of copy-paste behavior is too common in the market environment.

Just take the coffee industry they are in, the raw coconut latte first became popular under the promotion of Ruixing, but in less than two months, this product has been added to the menu of almost every coffee brand on the market. .

Therefore, if there is only this degree of differentiation, it will inevitably lead to homogeneity in the end. This is far from enough for a reborn person like him, especially a person who already had a net worth of hundreds of millions before rebirth. .

“So this is not just a pioneering work we have done on the product itself, but also an innovation we have made relying on the brand capabilities and strong supply chain of Qimu Coffee Shop.”

Lu Chen continued:

"Do you still remember Shiti Village in southern Yunnan?"

When they first visited Shiti Village, the yield of one acre of coffee land was about 300 kilograms, and the actual harvest was about 150.

According to the report he read with Shen Wanning two days ago, the current yield per mu of land is about 345 kilograms, and the actual harvest has increased to 180.

what does that mean?This means that even if it is sold at a price of 40 yuan per kilogram, one harvest per mu of land can bring a profit of 7200 yuan to the coffee shop.

2000 acres of land is 1440 million yuan.

However, the price of this kind of top-quality coffee beans cannot stay at 40 yuan per kilogram, and the 2000 acres of land only covers the surrounding areas of Shiti Village, not including the undeveloped area at the foot of the mountain.

Under this circumstance, although Qimu Coffee Shop has tens of millions in upfront costs, it is nothing compared to the long-term benefits it can obtain.

From this perspective, when calculating the cost price of coffee beans, they actually do not need to consider various early investments.

If we only consider the cost of raw materials and personnel, even if we cultivate intensively, the cost price of each kilogram of coffee beans will not exceed 0.3 yuan.

This is where Qimu Coffee Shop really differentiates itself from other brands on the market.

“The investment in Shitizhai not only means that Qimu Coffee Shop has a base of ultra-high-quality raw materials, but also means that our comprehensive cost price will be lower than 99% of coffee brands on the market.

So it doesn’t matter even if it is copied, because they can only copy the most superficial things. No one can buy my quality at the same price. Other brands with the same quality need to pay dozens or even hundreds of times more than me. "

Lu Chen paused and continued to speak concisely:
“What I have to do is not only to preemptively launch products, but also to block all imitators’ ideas of starting a price war.

Coupled with the ability to iterate products faster than all brands on the market, this can truly seize the opportunity. "

He had no intention of directly presenting the data to these young guys. On the one hand, these involved business secrets, and on the other hand, they might not understand it if he really told them. After all, not everyone is as smart as the little tsundere.

The only thing he needs them to understand is one truth. This is by no means a whim of his, but an in-depth layout of more than 100 days.

What is the most important thing for an industry like this?
The quality must be high, the cost price must be low, and the product iteration capability must be stronger than that of other brands.

Let Luo Zijun take advantage of the opportunity to go to southern Yunnan to investigate and look for small-grain coffee beans native to southern Yunnan for the sake of high quality;
By offering this coffee bean, Qiu Xin was persuaded to initiate investment in Shiti Village for the sake of low cost;

As for the communication with Xiao Aojiao on Shantang Street, it was to make her confident and promote product iteration with him.

After months of planning, he obviously already has all the above abilities, so why is he still afraid of plagiarism?
Every imitation not only has no way of defeating me, but also increases my influence in the industry.

Only in this way can a true absolute realm be created.

Only in this way can the reborn person truly gain the upper hand.

(End of this chapter)