What Does the Coffee Wings Listing Mean for Smart Coffee Machines?
Coffee Wings became the first public company in China's coffee light-meal industry when it listed on the New Third Board in 2017, and under chairman Yin Feng it launched the Free Wings smart coffee machine to enter new retail. Investors He Jiong, Chen Ou, Xu Xiaoping and Yao Jinbo attended the listing ceremony. The plan called for more than 10,000 units deployed by 2020 across more cities.
The machine's pitch rests on being light, quick and embedded in busy locations, which places it in direct competition with conventional coffee stores rather than outside them. Coffee Wings already ran close to 300 restaurants before the launch, and Yin Feng's one vertical, one horizontal strategy ties the smart coffee machines and the supply chain together, with coffee machine features such as small footprint and fast service doing the work of a counter.
As the first public company in China's coffee light-meal industry, Coffee Wings landed on the New Third Board in 2017, and under the leadership of Yin Feng launched the "Free Wings" smart coffee machine, entering the new retail sector. Investors such as He Jiong, Chen Ou, Xu Xiaoping, and Yao Jinbo appeared at the listing ceremony. With its features of being light, quick, and deeply integrated into the crowd, Free Wings plans to deploy more than 10,000 units by 2020, covering more cities across the country. This article provides a detailed analysis of Coffee Wings' strategic layout, the product features of Free Wings and its alignment with new retail trends, while also exploring the competitive relationship between smart coffee machines and offline stores.
Network Finance, April 14 — The 923rd collective listing ceremony for New Third Board enterprises was held at the National Equities Exchange and Quotations on April 14. A Network Finance reporter learned on site that five New Third Board enterprises participated in this listing ceremony, including the well-known company Coffee Wings.
At the same time, the Network Finance reporter discovered through on-site materials that as investors in Coffee Wings, He Jiong, Chen Ou, Xu Xiaoping, Yao Jinbo, and others were also on the list of attendees at the listing ceremony.
A quarter of 2018 has passed, and it has been a year and a half since Ma Yun first proposed "new retail." During this period, all industries have been vigorously laying out "new retail," and results have gradually begun to appear. The "Free Wings" smart coffee machine from Coffee Wings, which had already been initiated before Ma Yun proposed the concept of "new retail," has progressed smoothly with an encouraging situation. The "one vertical, one horizontal" strategy set by Coffee Wings Chairman Yin Feng is steadily advancing, and the ecosystem is gradually taking shape.
In March 2017, Coffee Wings landed on the New Third Board, successfully becoming the first public company in China's coffee light-meal industry and the first stock listed on the capital market. At the same time, Coffee Wings released the "Free Wings" smart coffee machine, announcing its entry into "new retail." Coffee Wings, determined to become the first independent coffee brand with Chinese characteristics, would never be satisfied with its nearly 300 coffee restaurants already covering 23 provinces, 4 autonomous regions, 3 municipalities directly under the Central Government, and more than 130 cities nationwide. It longs to be closer to consumers and hopes to become the "coffee shop by your side." "Free Wings" was born shouldering this mission. At the just-concluded KONNECT 2018 Second Catering SaaS Open Platform Conference, Yin Feng shared his insights from more than a year of entering "new retail," and predicted that by 2020, Coffee Wings will deploy more than 10,000 "Free Wings" units nationwide, covering more users and satisfying their needs for a better life. The "Free Wings" smart coffee machine is a brand-new coffee terminal created by Coffee Wings. It is lighter, faster, and more deeply integrated into the crowd. It is no exaggeration to call it the first engine of Coffee Wings' rapid growth. In fact, offline coffee stores are essentially a kind of coffee terminal as well. When offline stores begin encouraging users to take coffee away, they are essentially the same as self-service smart coffee machines. The only difference lies in whether the coffee is prepared manually or by machine. If machine-brewed coffee is not inferior in quality to manually brewed coffee and is more efficient than manual preparation, then smart coffee machines and offline coffee shops are mutually substitutable, and fierce competition will erupt between the two.
As the mobile internet transforms life ever more deeply, consumers' shopping channels will become highly fragmented and digitized, and consumer demand will continue to move toward personalization and refinement. "New retail" is currently the solution most in line with current consumption trends. Likewise, "new retail" has raised the requirements for efficiency and dataization to an unprecedented height, and the "Free Wings" smart coffee machine is precisely an innovative product that conforms to this trend. It occupies less than 2 square meters. Users place orders on their own via a touchscreen, can freely adjust the proportions of various ingredients, and complete the purchase by scanning a code to pay. Each drink takes less than 1 minute to make, far more efficient than freshly ground coffee in coffee shops, yet the taste is still very good. While strictly controlling quality, "Free Wings" adds a bit of personalization to standardized coffee. Personalization and full-process automation fully demonstrate the power of the smart system. Through round-the-clock networking, "Free Wings" will record users' purchase data in detail, then conduct user profiling based on real-time analysis of big data, develop drinks that better match users' tastes, and carry out more precise advertising placement. Coffee Wings hopes to occupy consumers' minds through high-density deployment and deep exploration of the value of individual users, satisfy the fragmented high-frequency needs of the fast-paced mobile internet era, and seize as much market share as possible.
The above content is compiled by CoffeeHunters, a coffee news website.
