Four Coffee Shop, China Mobile Coffee Shop, 5G+ Coffee Shop

With the "catfish effect" of Rui Xing coffee, cross-border investors poured in. Following the entry of Sinopec and OYO Hotel, China's new retail coffee battle has new trends.

In November 14th, at China Mobile global partners' conference, China Mobile introduced its 5G+ strategy and displayed its latest achievements in its 5G+4G, 5G+AICDE and 5G+X applications with partners. Surprisingly, China Mobile's new 5G product also included Mickey coffee.

Yan Zhongwei, deputy general manager of China Mobile Microsoft company, introduced the IMCO 5G retail robot to sell the 5G+ coffee series, including Mandarin Duck series 5G+4G coffee, and acid series 5G+AICDE coffee. According to media reports, the 5G+ coffee robot is made up of trading screens, AI interactive shopping guide screens, pick up outlets and other parts, which sell the 5G+ coffee series.

In addition, China Mobile online also developed the corresponding WeChat applet -- Digital cafe. China Mobile defines it as a O2O open platform incorporating coffee culture + comfortable environment + business interaction, which integrates immersive experience, IP display, derivative sales and theme activities into one social space.

It is reported that this small program takes "5G coffee, digital cafe" as the theme, besides buying coffee, it also includes entertainment, social interaction, community interaction, 5G theme activities, games and other virtualization experiences. It integrates the popular app function, users can create their own cafes, can help others to grind coffee, and can also group and participate in lucky draw.

Not only that, Mickey coffee online also works together with the famous IP, creating creative experience stores in major cities, or organizing various joint theme activities aimed at presenting users with immersive experience of 5G attributes.

In November 19th, four new stores of MI goo coffee, Xiamen first class post office, Xiamen airport store, Chengdu SM square shop, Hangzhou Wen Ding international store, landed in Xiamen, Chengdu and Hangzhou three cities, and four new stores synchronously put on the new 5G+ series coffee drinks.

According to relevant media, China Mobile also said that the company already has a complete coffee supply chain, the current coffee team has 43 people, will expand to 100 people in the future, plans to open 50 Direct stores next year, and expects to join 500 stores in the future. However, Yan Zhongwei said at the conference that Mickey coffee is different from Starbucks and Rui Xing coffee, not to sell coffee, but to provide users with immersive experience of 5G attributes.

In fact, from products to promotional materials, we can see that more of the new products, new products and new retail businesses that will appear in the future are displayed in the future. It shows a more convenient and healthy Internet sharing life in the future due to the commercialization of 5G. And the reason why China Mobile chose coffee retail as a breakthrough point is probably to get more opportunities close to users, that is, "drainage".

According to media reports, China Mobile's expectation is that a post-90s and 00 young people can buy a cup of coffee by some preferential means, and become a member of China Mobile. They also experience the content of 5G. If this person has a 5G phone, he can directly download the App of China Mobile 5G application and become a paid member.

But in Xiaobian's view, because coffee access threshold is relatively low in restaurants, it is easy to cross the border. Therefore, coffee is regarded as an important drainage product and not only China Mobile, such as Sinopec, OYO Hotel, Suning and so on are all new entries.

This means that if China Mobile wants to succeed in "draining", the first thing to do is to make coffee well, and to have a 5G experience coffee to stand out from the crowded coffee retail track.