The huge loss of Ruiyu coffee in the end "lose not lose"?

It has been only a year and five months since the opening of its first store in October 2017for a business, one year and five months is really not longBut in this not long time, consumer users reached 12.54 million, 2073 stores covering 22 cities across the country, Ruiyu coffee handed over the report card is good enoughHowever, this is only the beginning, its latest "small goal" is to "open another 2,500 stores, by the end of 2019 in stores and cup volume to surpass Starbucks, china's largest chain of coffee."Ruiyu coffee put forward such a "small goal" seems to be quite strong, at least reporters during the Spring Festival long holiday to see, several stores in front of a long line, many consumers also from Tiuri "little blue cup."however, it is still not a long time, Ruiyu coffee huge losses, only in the first nine months of last year's net loss amounted to 856 million yuanIts money-burning subsidy growth model caused no small controversy, the sound of good and the sound of singing and decayinga huge loss of Rye coffee in the end "no loss"?answer this question first of all to find out that the model of the risan coffee money-burning subsidy is rightdata show that China's average annual coffee consumption cup spending is still hovering in the single digits, with developed countries moving 200 cups to 400 cups of the level is far fromSuch a drop not only shows the great influence of China's traditional tea culture, but also indicates the great potential of coffee consumption marketCoffee is a very loyal drink, habits once formed, often accompanied by a lifetime; From this point of view, there is nothing wrong with Swiss betting on the coffee marketfrom another aspect, the competition between enterprises in the era of mobile Internet is essentially the competition for user traffic and the competition for user timeIs the so-called "world martial arts, only fast not broken", "burning money" can quickly accumulate users, seize the market, so Ruiyu coffee "heavy subsidies, develop user habits, gather traffic" of the Internet play is nothing wrongnext, and then count as a matter of no lossstatistics show that China's per capita coffee consumption in 2018 compared with the past a large increaseAmong them, Ruiyu coffee credit is not small, its founder declared that "to spend 1 billion to 'education market' " the goal of the initial realization Considering that once the market is cultivated well, has its long-term significance, Ruiyu coffee's current book losses are not actually "loss" , the "boom" of Reince Coffee has also affected coffee giant Starbucks Starbucks' net income rose 10 percent in fiscal 2018, but operating margins fell for the first time in nine years in the highly anticipated Chinese market, while same-store sales in China fell 2 percent year-on-year, the data showed Starbucks has also abandoned its long-held "third space" theory, launching a takeaway service and running a promotional campaign in an attempt to respond to the "new retail coffee" play In this way, Ruiyu coffee is not "losing" at the moment as to the future "loss not loss", it is to see Ruiyu coffee to play life "burning money" at the same time, in improving the quality, shaping the brand on the determination is not big, action fast and unpleasant Good products are the starting point of all business models Ruiyu coffee firmly believe that they spend every penny can be exchanged for users But after the subsidies stop? If consumers stop buying at that time, it can only be said that the users they pay for are only coffee users, not Ruiyu coffee users At the same time, the online circulation of those about the poor taste of Ruiyu coffee, in fact, is also to remind it, to improve the quality of the big step on the run, in the brand building to dig a unique positioning from this point of view, Ruiyu coffee's opponent is not others, it is it Source: Economic Daily