In recent years, coffee culture has gradually become popular. With the upgrade of consumption, coffee has transitioned from the era of instant coffee to the era of freshly ground coffee. Luckin Coffee, which is currently emerging, is a good example. It is not difficult to find that coffee is generally found in the supporting facilities in the lobby of major office buildings. It is not a coffee shop or a self-service coffee machine. Some businesses also have coffee machines in their pantries to provide employees with high-quality coffee.
Freshly ground coffee has gradually become an important drink in the office. It is a refreshing tool for white-collar workers and a bridge to enhance feelings among colleagues. During afternoon tea time, three or five colleagues get together to talk about work and drink coffee, so as to dispel fatigue and relieve difficulties, improve work efficiency, and also enhance the love of colleagues. The office scene is born with the gene of coffee, including the lobby of the office building and the interior of the enterprise. High consumption power + high repurchase rate are the main features of this scene, and it is also a place where many automatic coffee vending machine operators compete.
Office Scene – Office Lobby
The lobby of the office building is the most crowded area in the whole building, especially during the rush hour, when there is a queue waiting for the elevator. It is precisely because of this factor that the lobby of this office building has become a battleground for operators of automatic coffee vending machines. When automatic vending equipment is admitted to the lobby of an office building, of course, it is necessary to communicate with the property about the location and the rental situation of the location. At this stage, whether it is Internet coffee such as Ruixing Coffee or automatic coffee vending machine operators such as Coffee Zero Bar, they are all returning to rationality. The explosive large-scale operation has ended, and refined operation is the long-term solution.
The lobby of the office building is a relatively open scene, the crowd is also the most picky, and there are many choices, not only the choice of coffee vending equipment, but also the choice of cafes. Communicate with the staff at the front desk of the property on site. The peak purchase period of freshly ground coffee vending machines is in the morning and noon, and sometimes there will be small peaks in the evening. Under normal circumstances, the coffee machine operation and maintenance personnel come to maintain once every 2 days. , change 2 buckets of water each time; most white-collar workers use a cup of freshly ground coffee as a drink to start their work day, and a cup of freshly ground coffee after lunch to relieve fatigue and sleepiness. The automatic coffee vending machine can not only provide freshly ground coffee, but also other drinks such as milk. For the white-collar workers of the Yueguang family, the price is the most important. A cup of freshly ground coffee only costs 10 yuan, and the quality is no worse than Starbucks.
How to choose a high-quality spot in the lobby of an office building to avoid losing money. The office building is at least 10 floors above, and the number of resident enterprises can cover a customer base of 1,500 people; it is also necessary to consider what type of enterprises are stationed in it-marketing-oriented enterprises will have a relatively large flow of personnel, Internet, technology, and media enterprises. There is a lot of pressure and overtime, and they have a coffee-drinking atmosphere. Such companies have a high demand for coffee.
Office scene – inside the enterprise
Coffee is a refreshing drink for white-collar workers to relieve fatigue and fatigue, and an indispensable spiritual drink for white-collar workers. It can be seen that coffee is a rigid demand for enterprises and a powerful tool for enterprises to improve efficiency. It is also a place of contention for many self-service coffee vending machine operators, because this scene has a “high repurchase rate”. With the upgrading of consumption, many companies have introduced freshly ground coffee machines to improve employee benefits and to receive customers. The freshly ground self-service coffee machine has good taste, reasonable price and fast production speed, and it has become a new choice for white-collar workers to drink coffee.
The white-collar people with the highest spending power are relatively picky in taste. Can the automatic freshly ground coffee machine meet the preferences of white-collar workers? Communicate with the on-site administrative staff, many employees choose the beverages on the automatic freshly ground coffee machine. Before the automatic freshly ground coffee machine was put in, many employees chose takeaway coffee such as Ruixing Coffee. Now they only choose the automatic freshly ground coffee machine. Coffee, on the one hand, tastes good, on the other hand, it is affordable, and on the other hand, it is fast. In the morning and lunch time, employees often queue up to sell coffee. Under normal circumstances, about 50 cups can be sold a day.
Putting a coffee machine in an enterprise, there are many modes of cooperation. The point may be free or chargeable, but since it is a corporate welfare, the coffee pricing and the output of the activity must be discussed with the enterprise and calculated carefully. There is a loss! Such users who have the willingness and ability to buy coffee are potential users, and the point where the number of potential users is sufficient is our priority. Which companies will be put in so that many people will consume coffee? First look at the scale of the enterprise, no matter whether it is closed or open, a company with more than 200 or 300 employees may have a daily sales volume of more than 30 to 40 cups, and then look at the attributes of the enterprise itself, industry attributes, and come here. The attributes of people who go to work (whether the internal awareness of coffee is high, whether the atmosphere is active), whether the guidance for coffee purchases within the enterprise is sufficient, and so on. Most of the Internet, software development, creative media and other companies have high business pressure, often work overtime, and have a large demand for coffee. These companies are good locations for self-service coffee vending machines.
Office scenes such as offices and office buildings are high-density scenes. The purchasing intention and purchasing demand of consumers must exist, but they need to be considered from the quality of goods and consumer experience. As long as the products made by the self-service freshly ground coffee machine meet the needs of white-collar workers and gradually cultivate the consumption habits of users, the point corresponding to the office scene may become a hot point and a point of earning money.