First of all, the conclusion: impossible, no. It won’t even defeat Ruixing.

Recently I have read a lot of reports about the opening of Post Office Coffee, and I have also seen many netizens forcefully compare the two, saying that Starbucks has ushered in its biggest rival, the national team has taken action, and in addition to the recent negative news about Starbucks , everyone hopes that Post Office Coffee can compete with others, and Post Office Green can beat Starbucks Green. This idea is understandable.

1. Differences in positioning: Starbucks focuses on space socialization, with more than 5,000 stores across the country. Luckin's stores are more often found in office buildings, focusing on convenient takeout. Although the post office has more than 54,000 outlets across the country, how many of them are in cities? How many of them are near shopping malls and office buildings? In terms of distribution, post office outlets are mostly located in the old city. As for Post Office Coffee, it is more like an Internet celebrity store. It may have a great impact on Heytea and Nayuki's tea.

2. Rent: Starbucks has more than 5,000 stores across the country. These more than 5,000 stores can be said to be located in mainstream business districts and shopping malls in various cities, and the best locations in shopping malls are basically given to Starbucks. . Starbucks’ rent expenditure is less than RMB 10. When the shopping mall attracts investment, it will definitely introduce Starbucks and provide Starbucks with various preferential conditions. After all, Starbucks is an important node in the mall’s traffic flow; Post Office Coffee may have an advantage in terms of rent. Here I consider One point, although they are all owned by the Postal Group, if the Post Office Coffee is really open in the post office, does it not need to pay rent during internal accounting? (I have some questions about this?)

This mainly means that Starbucks’ rent cost is not high!

3. There is currently a huge coffee market in China, and this market is constantly growing. Post Office Coffee has not divided up the existing market;

4. From a brand perspective, although Starbucks They make coffee, but the taste of coffee in ordinary Starbucks stores is not very good. The taste of coffee made in independent coffee shops in many cities is better than that of Starbucks, but why do people still go to Starbucks? This is the power of brand. The emergence and growth of a brand requires precipitation and culture. When people think of coffee, the first thing that comes to mind is Starbucks. Starbucks = coffee has occupied everyone’s minds. Starbucks has a strong brand premium.

For many young people, buying a cup of coffee from Starbucks, taking a photo, and uploading it to social media is a brand attraction.

5. National plot. This is the most ridiculous thing I find. It is said that the postal service has accompanied generations of people. Chinese people have a postal background. I wonder if many young people today have this plot? At present, the group that coffee and milk tea competes for is the people born in the 1990s, and the interesting ones are the people born in the 1960s and 1970s. These people are obviously not the target customer group of Postal Coffee.

6. People who can’t do well in their main business can also find it difficult to do well in their side business; people who can do well in their side business can also do well in their main business. There are also many postal side jobs, but none of them seem to be successful. It is precisely because EMS did not do well in the past few years that SF Express and a series of express delivery companies have become successful.

7. The Postal Service is a state-owned enterprise and has sufficient funds. It provides financial, insurance, journal subscription and other services, and some have more than 54,000 outlets. This is an advantage.

But how to integrate these resources is indeed a test.

If the linkage within the group can be formed, and the national trend culture and stamp culture can be used to bind the consumer groups born in the 1990s, the brand image of the postal group will be greatly improved, which will have a great impact on the business of the entire group. There is a strong push.

In particular, the retail transformation of Postal Savings Bank will be just around the corner.

Attracting more young people born in the 1990s to the Postal Savings Bank will make the brand image of the Postal Savings Bank younger and more fashionable, which may also have an impact on the retail sales of China Merchants Bank!

Postal Savings Bank cardholders receive one cup of post office coffee every month, another cup if their assets meet the standard, another cup if they buy insurance, and another cup if their consumption meets the standard. This is much cheaper than the current gift of rice, flour, grains and oils, and it is more suitable for young people. Attractive, of course all this is a matter of effective integration, which is also the most difficult!

8. The postal service has rich IP, brand image, and very stylish decoration. In the future, you can drink coffee, sell periodicals, send a postcard, collect a stamp, and apply for a bank card in the store. , opening a postal savings blind box may be a trend.

9. Finally, I sincerely hope that Post Office Coffee can be opened all over the country, and also contribute to the popularization and employment of coffee planting industry, equipment and other related industries in Yunnan, China, as well as coffee culture!