Ruiyu is not a coffee shop.

In September 2017, Nestle announced the acquisition of Blue Bottle, a US boutique coffee chain, at a premium of $500 millionWhen the media asked founder James Freeman if having Nestle's thighs meant Blue Bottle would speed up the pace of opening, the coffee-mad man said: " The main constraint of our store is not capital, but the right place, the right people, the right coffee." My speed can only match the best barista and find the right venue to open"time, the other side of the ocean, Ruiyu is still in a hurry to decorate the first experience storeFounder Qian Zhiya in the face of the camera also talk, " (Rui Yu) to use the Internet thinking and speed to make coffee, the market will soon feel the rhythm of change and competitive pressure." "soon after, Starbucks patted the thigh, the original money always said the market, referring to ita year and a half, Blue Bottle in the U.Shas picked up 30 stores, while China's Ruiyu has made the leap from 0 to 2,000 - a figure that Starbucks has been using for nearly 20 yearsso in its prospectus to NASDAQ, MrRui proudly declared that it was already China's second-largest coffee chain and was about to become the top player by the end of the yearjust after Nestle's acquisition of Blue Bottle, the U.Smedia are predicting starbucks to usher in a fierce rival, Ruiyu's angel investors, Shenzhou Youcar Chairman and CEO Lu Zhengyao half-jokingly said that he went to Starbucks to buy coffee, their hearts are anxious for them - money is always to sell coffee, you meet the rivalshowever, when we opened Rui's prospectus, we found that Lu was jokingBecause he knows it, Rui yuen is not a coffee shop1,the first sentence of the prospectus is said to be said to"Our mission mission to be part of the everyone's everyday life, starting coffee with" translated that coffee is just the beginning, and Rui's goal is to be a part of everyone's life in fact, none of the four advantages listed in the prospectus are about coffee quality: we are the leading and fastest-growing player in China's coffee consumption market we are the pioneers of the destructive new retail model we have strong technology capabilities we use high quality, low prices, convenience to impress consumers if not the first advantage indicated is the coffee consumer market, I thought it was a box of horse fresh to market as to Rui's signs - "Master Coffee" and "Award-winning Coffee Beans", but only a short paragraph of the prospectus why is this? minds will find that the gold medal from the industry's recognized Alliance For Coffee Excellence comes not from another non-profit organization, IIAC AC's Cup of Excellence, a feature of which is to go deep into the country of origin of the coffee to select specific farms wine selection winery, coffee farm, it sounds reasonable Cup of Excellence, the farm that went to each country to rate the best coffee beans produced this year, went to each country to rate the best coffee beans produced this year while The International Coffee Tasting Competition, the coffee tasting competition held by The IIAC, was offered by some commercial companies around the world According to news on the agency's official website, there will be 322 entries in the 2018 competition, with 96 gold medals awarded 30% gold medal, and there are no silver or bronze awards, the agency's psychological grasp of the candidates is really accurate and if you simply count the gold medal attribution, China accounts for 31 of the 96 gold medals (including 12 in Taiwan Province) a country with little coffee culture, and the results in what the press release calls the "Coffee Oscar" are "delighted." but it doesn't matter, because what Rui is really trying to do is really not a coffee shop 2 the Wall Street Journal reported that Blue Bottle is essentially a new coffee pioneer chain with a small, fresh look and a clear commercial attempt that remark has been very gentle, but Blue Bottle's spokesman is still busy out playing round He said that financing as a acquisition and even the sale of derivatives is a cloud, our essence or want to do a good cup of coffee does Blue Bottle insists espresso can only be served in the shop, not takeaway, because espresso powder must be consumed within 45 seconds of grinding and the store only chooses coffee beans that are roasted within 48 hours, and different ways of roasting and brewing depending on the properties of the beans after all, good coffee shops really don't promote their own pure Arabica coffee beans Because Of all coffee production, Arabica-seeded coffee accounts for 70%-80% 3 orange born Huainan orange, born in Huaibei is a slug, Rui Yu from the first day of life has not concealed their business intentions news of the company's tight capital chain, and the market has been a little more critical about its marketing strategy of selling a cup of money, and even many have compared it to ofo or other purely money-burning Internet start-ups but anyone who has read The Ritson's prospectus will understand that it is hard for the company not to succeed because of the capital-held young ofo entrepreneurial team is different, Ruiyu's business nature, is a group of thoughtful serial entrepreneurs, through careful sand disk projection, a textbook-like "listing-type entrepreneurship." open the management list and financing history of Ruiyu, we see a group of middle-aged people with rich entrepreneurial experience, as well as a strong capital strength of the Shenzhou system 's management list, with an average age of over 40, is a rare one in today's emerging internet companies, with an average age of over 40, and is rare among the emerging internet companies which chooses coffee because it's a good track - a huge potential market, a middle class in an urban who is spending and upgrading but loves to save money, and a clear and big enough target they have also learned the lessons of vicious competition due to the low threshold in the field of 100 regiments and shared bikes, and built a moat with the heavy asset model of the offline store and the lightning-fast speed of opening the shop they take the development stance that best caters to capital market preferences - rapid store expansion, falling marginal pull-up costs, and a good story that traditional consumer industries can significantly reduce costs after being transformed by new retail at the end, they use a strong resource capability to ensure a round of card-point financing and the shortest listing path, each step of the rhythm is precise lying in place so it's not so much a coffee chain as an MBA case lesson on how to run a successful startup In "Kill that Entrepreneur," I once described a similar "listed startup." It was only then that i didn't think that a company could do it so far - with less than two years and hundreds of millions of dollars in interest-free borrowing (according to the prospectus), it would create a company with a market capitalisation of tens of billions Rui is one step away from textbook success this is a blessing for capital, but is this a good luck for Chinese business? 'I think about making a better cup of coffee all the time,' says Freeman, founder of blue Bottle, a 4 the founder of orange, said that fruit if the sugar in about 11, acidity in about 0.3, eat the best to eat 'My core competencies are team innovation, management and operational capabilities, and the ability to access resources in this industry, ' said Qian Zhiya, CEO of goods and consumers are in the eyes of listed entrepreneurs, but only in the numbers and charts on the PPT At the beginning of their business, they consider, is that the market of this business is not big enough, enough blue sea, can quickly do large-scale and even listed, as to what the business itself is, it does not seem so important so what Ruiyu said more in the prospectus was "technology-driven new retail model", "big data analytics" and "AI Capability" this is why Europe and the United States can be born Blue Bottle, the birth of lululemon, the birth of one after another has both commercial value and product connotation of consumer brands and China's commercial soil over the years has only blown one bubble after another, from the sharing economy to internet finance, from used cars to coffee chains After the listing, there is no then a business society that lacks the "artisan spirit", what are the values that Rui's "success" model brings? but again, Chinese consumers are not that stupid bent on making pancakes into big business, but ignoring the taste of Huang Taiji failed, but committed to good service and taste, dedicated to the success of decades of underwater fishing pay attention to the quality of bicycles, although the Mobai was acquired, but at least so far can be everywhere on the street, and pure pursuit of the speed of development of small yellow cars, but only left tens of millions of consumers waiting for a deposit respect the nature of business and provide what consumers really need in order to earn respect from the business world , what do you want to be? Source: David