COFFEE
Shenzhen's "Big Deal Coffee" can be described in a way that is both down-to-earth and stylish, highlighting its coffee quality, community culture and youthful attitude. Here are several different styles of description:1. Humorous and teasing
"Shenzhen workers' spiritual gas station - coffee is a 'big business', but slacking off is a necessity."
π Use "big business" to contrast the daily life of workers, with a bit of self-deprecating humor, highlighting the relaxed atmosphere of the brand.
2. Localized and creative
"A cup of coffee with 'Shenzhen genes' - hardworking (fine beans), trendy (street style), and a sense of ritual of 'making money'."
π Combined with the stalk of Shenzhen's "City of Making Money", emphasize the integration of coffee quality and urban culture.
3. Literary and artistic store exploration style
"The 'big business' hidden in the corner of the street - don't talk about KPI, just talk about flavor."
π Use the sense of contrast to attract people and highlight it as a leisure space to escape from workplace pressure.
4. From the perspective of a hardcore coffee lover
"One of the few 'serious' coffee shops in Shenzhen - the beans can tell stories, and the special blends can be played with tricks."
π Emphasize its boutique route, such as the rich selection of single-origin beans and the unique combination of creative special blends (such as the incorporation of Lingnan fruits).
5. Social attributes are fully utilized
"In this shop, coffee is a 'big business', and socializing is a 'profitable project'."
π Suitable for describing its community atmosphere, where people often chat, work, and even discuss cooperation, which is in line with Shenzhen's "money-making" social culture.
"Big Business Coffee - Shenzhen workers use the time of a cup of coffee to do their own 'big business'." β
If Shenzhen "Big Deal Coffee" wants to enter the Hong Kong market, it needs to formulate a strategy based on Hong Kong's unique coffee culture, consumption habits and business environment. The following are key steps and suggestions:
1. Market positioning: differentiated competition
Focus on "Shenzhen genes" + "Hong Kong fusion"
The Hong Kong coffee market is highly competitive (% Arabica, Starbucks, local boutiques, etc.), and differentiation needs to be highlighted, such as:
"Shenzhen-Hong Kong flavor special": combine Shenzhen's creativity (such as Chaoshan Lao Yaoju coffee) with Hong Kong elements (such as silk stocking milk tea latte, lemon tea Americano).
"Pop-up store test": first rent a shop in trendy areas such as Causeway Bay and Central for a short period of time to test the market reaction.
Pricing strategy
The average price of coffee in Hong Kong is relatively high (HKD 40-60), and it can be positioned as "high-cost-effective boutique coffee" (HKD 30-45), emphasizing quality but being more affordable than international chains.
2. Location strategy: Target target customers
Give priority to places where young people and mainland tourists gather:
Sheung Wan/Sai Wan: Young artists, freelancers, suitable for community store model.
Mong Kok/Causeway Bay: Densely populated, suitable for fast-paced takeaway stores.
Harbour City in Tsim Sha Tsui: Attract mainland tourists and strengthen the recognition of the "Shenzhen brand".
Avoid Starbucks-dense areas: such as the Central Financial District (white-collar workers rely more on international brands).
3. Brand marketing: Play with social media
KOL cooperation:
Invite local Hong Kong food bloggers and coffee lovers to visit the store, and focus on promoting "Shenzhen-Hong Kong Limited Edition" (such as "Greater Bay Area Yuanyang Latte").
Xiaohongshu + Instagram dual platform:
Use Xiaohongshu to attract mainland tourists, Instagram to capture local young people, and the content highlights the visual design of "Shenzhen hipsters" (such as retro Hong Kong style cup sleeves).
Joint activities:
Joint with local Hong Kong brands (such as Hong Kong-produced cultural and creative products, independent music labels) to enhance local identity.
4. Supply chain and operation optimization
Logistics cost control:
Hong Kong rents are high, so we can consider sharing the supply chain with Shenzhen (such as unified roasting of beans and daily cross-border delivery) to reduce costs.
"Small store model":
Hong Kong stores are small, so we need to streamline the menu (focus on 3-5 signature items) and strengthen takeout and delivery (cooperate with Foodpanda and KeeTa).
5. Cultural integration: Avoid "acclimatization"
Localized services:
Recruit local Hong Kong employees, provide Cantonese services, and adjust business hours (such as extending the night hours to cater to Hong Kong people's habits).
Community interaction:
Hold "coffee workshops" or street culture exhibitions to integrate into Hong Kong local communities (such as the Sham Shui Po cultural and creative circle).
Risks and responses
High rent pressure: You can try to cooperate with shared spaces (such as The Wave) to share rent.
Differences in taste preferences: Hong Kong people prefer tea drinks, so you can launch a "coffee + Hong Kong milk" mixed drink as a transition.
