Jin Meiyang: From The Most Beautiful "Taiwan Daughter-In-Law" To The Queen Of Coffee

Jin Meiyang, in the eyes of those who did not know her, was a beautiful and seemingly Jiangnan woman. But her intelligence and wisdom helped her become the real head of a large "cross-strait coffee" enterprise.

The seemingly weak woman has created more than 300 "cross-strait coffee" all over the country.

The beauty of these people is so great.

She often said he was a willow on the side of West Lake.

Jin Meiyang, a Hangzhou woman, has been outside for more than 10 years. She finally returned to her hometown and brought back the brand of "cross strait coffee".

Jin Meiyang started trading in the small commodity market in Yiwu.

Before running the coffee Western restaurant chain, she worked in many industries, including textiles, electronics, real estate investment, and opened a large zipper factory with nearly 10 thousand employees.

Jin Meiyang has always been a woman who likes fashion and exquisite. He did business in the early days, and he was in Shangri-La for about more than 100 yuan a cup of coffee with her customers. She was sensitive and intelligent. She thought the delicacy cafe was a business opportunity. Later, she decided to turn off the zipper factory and start the coffee business.

For her "cross-strait coffee", she positioned herself to serve high-end business people and pursue refinement.

Many people want to join, but she thinks that if they are not rich, they can join the "cross strait coffee". Joining the owners must first identify with the positioning and successful experience of "cross-strait coffee", and can not "hang up the head and sell the dog meat". The "cross-strait coffee" operates the most advanced western coffee industry.

Jin Meiyang said: "to protect the brand, I must insist on it and create a coffee and Western food platform for Chinese business people.

Brand management can not just look at the immediate affiliate fee.

When she was building "cross-strait coffee" in Hangzhou, she found that the bathroom was not as clean as she wanted to be. She cleaned the toilet inside and outside herself, and refreshed the toilet. Then she told the elder sister responsible for her health: "so clean."

In the past 3 years, Jin Meiyang has been running the "cross-strait" brand, maintaining all the details of the store like taking care of his home.

The warm coffee and the smile of the city.

In the eyes of those who do not know, she is only a beautiful and gentle Jiangnan woman, but every time she interviewed Kim Mei Yang, she could always feel that her faint smile contained strong ambitions and strong manners.

What Jin Meiyang longed for is that the whole world can learn more about Chinese culture from the "cross strait coffee" and identify with Chinese culture.

Reporter: "cross-strait coffee" has had considerable influence in Hangzhou and even in the past few years. What is the main experience?

Jin Mei Wang: enterprises can have a little achievement today, mainly because they have a large, excellent and experienced business team, and provide a complete one-stop service such as central kitchen, training school, coffee factory and logistics distribution system, so that it can expand rapidly nationwide, reaching the scale of nearly 400 stores, and attract more and more joining owners who agree with the successful value and business concept of "cross strait coffee".

Market guide: what makes "cross strait coffee" win market recognition?

Jin Meiyang: "coffee on both sides" uses European latte, cappuccino, espresso and all kinds of delicious Western food to cultivate a loyal followers from scratch. It relies on the core concept of "staff".

In the company mission statement of "cross strait coffee", employees are placed first, while profits and any other items are placed in the second place.

I often say that employees are the best advertising carriers and the best brand spokesmen.

Reporter: "the cross-strait" brand effect has been expanding rapidly within a few years. Is it not easy?

Jin Meiyang: it's not easy.

The atmosphere of Western coffee is not built at one fifteen. This is a process of volume accumulation.

I think how to serve the guests, establish a good reputation, let the guests agree with you, this is the most important, and then slowly build up the sand, the quality of the products into the hearts of the people, let the guests remember us.

Reporter: how can we plan the future?

Jin Meiyang: the blueprint for the future development of "cross strait coffee" is very clear. It will steadily advance according to the layout plan of the three major regions of the country drawn up by the board of directors, including the East China region with Hangzhou as the center, the North China area with Tianjin as the center and the western region with Chongqing as the center. The "cross-strait coffee" will copy the central kitchen, training school, coffee bean factory and logistics distribution system of Hangzhou headquarters to Tianjin, Wuhan and Chongqing within two years, then radiate the surrounding areas, and make the consistency, standardization and standardization of food, taste, service and hygiene.

Our hope is to complete the chain planning of 5000 "coffee and Western restaurants" across the country in 10 years and provide an extremely convenient business and leisure communication network for the successful business people in China.

Reporter: it is said that the two sides intend to seek a breakthrough in the United States and are entering Seattle. Is there any plan for this?

Jin Mei Wang: we plan to open the "cross strait coffee" to Seattle, so that Americans who drink Starbucks feel our unique culture. The culture of "cross-strait coffee" is rich in Chinese flavor.

"Cross strait coffee" will be set up in Seattle, USA. The US headquarters will choose Seattle instead of New York or Losangeles because Seattle is the headquarters of Starbucks.

This is not just to serve the Chinese there, let them enjoy the coffee in their hometown, but also want to bring China's service culture to the United States.

In the United States, people who go to cafes are used to queuing for their own food to get a quick snack, while Chinese like to sit in their seats and serve themselves by the waiter. This is a different service culture and a Chinese culture of enjoyment.

Reporter: how do you compete with competitors like Starbucks?

In March 2001, I opened the first cross-strait coffee in Hangzhou, and a new Starbucks opened next to me.

From the very beginning, I am not afraid of any competitor. We have our own advantages.

My husband and I all agree that instant culture will not become the mainstream of catering.

We like Chinese culture together, especially in Hangzhou. We even like to move the scenery of Hangzhou to the guests who have coffee and steak.

The "cross-strait coffee" and the American fast food brand belong to different business models. Their positioning is to do blue collar business and the business of young people. The positioning of "cross-strait coffee" is to lock white collar business people; "cross strait coffee" has recently launched a series of "Four Beauties" drinking utensils and "China national flower peony flower" tableware, aiming at fully integrating Chinese culture into the brand of "cross strait coffee", making the brand stable, strong and big, and becoming a national brand that makes Chinese people proud.

Reporter: can you share with us the success of your experience?

Jin Meiyang: the successful experience of "cross strait coffee" is summed up in a sentence: capital, skill and honor.

That is to say, first of all, we must have enough funds and have enough money to have enough courage, so that the chain industry must have content and good products so as to create certain "threshold". It will not soon be plagiarized by others.

Responsible editor: vivi