China News Service, Xiamen, March 3 (Reporter Li Siyuan) On the first floor of the International Trade Building in Xiamen, the "Post Office Coffee", which was transformed and upgraded from the original Guomao Post Office, has become a local new Internet celebrity check-in place, attracting many Young people and coffee lovers come to try it.
This is the first “Post Office Coffee” opened by China Post across borders.
On the basis of retaining postal services, "Post Office Coffee" superimposes coffee drinks and postal cultural and creative services. Since its opening on February 14, business has been booming.
"I live nearby. When I opened the store a few days ago, I saw news that there were a lot of people on the Internet. After half a month, I wanted to come over and try it." Xiamen Citizen Lutong visited the store for the first time and waited more than two hours to buy a cup. coffee.
The picture shows citizens going to the post office coffee shop to check in and take photos.
Photo by Li Siyuan
When the reporter walked into this "Post Office Coffee", many people lined up in a long queue. The store sells coffee, tea, desserts, etc., and provides both self-pickup and home delivery services.
The semi-open storefront is full of rich postal elements. The slightly outdated postman's bicycle, the green postbox and a cup of hot post office coffee make the post office and coffee blend perfectly here.
"Drink a cup of coffee and write a letter to a loved one", which may be a big selling point of "Post Office Coffee".
According to the official Weibo account of "Post Office Coffee", through the integration of postal services and coffee, "Post Office Coffee" is no longer a simple postal service place, but has become a new scene where you can socialize, taste high-quality coffee products, and experience postal culture. Thereby creating a dynamic, trendy, fashionable, fun, popular and diverse "new postal image".
At present, China's coffee market is in a state of blooming, and more and more cross-border players are involved, and China Post is one of them.
It is understood that in addition to Xiamen, "Post Office Coffee" will gradually enter Beijing, Shanghai, Guangzhou, Shenzhen and other cities this year.
The picture shows freshly baked post office coffee.
Photo by Li Siyuan
In June 2021, the milk tea shop opened by China Post in Fuzhou, the tea of the post oxygen, was very popular for a while, but it was not promoted to the whole country in the end.
After a wave of punch-in craze, will "post office coffee" be a short-lived?
Industry insiders believe that China Post not only has brand advantages, but also has tens of thousands of outlets in the channel, as well as multiple service stations and village post stations, which are convenient for dissemination and promotion. This is its advantage in selling coffee across borders.
"There is a strong demand for coffee in China, and China Post's resources and capabilities can meet the needs of the market." Yang Hongtao, a professor at the School of Business Administration of Huaqiao University who once went to experience "Post Office Coffee", believes that coffee is a service item for a young fashion brand. China Post Selling coffee across borders has good opportunities and a correct development strategy, but the specific marketing strategy needs to be continuously upgraded.
"It would be better if the store is bigger. Besides, there should be an appointment for queuing. When I placed an order, it did not have this function." A female tourist surnamed Jin from Tianjin came to punch in and waited for more than two hours on the spot. "The post office The coffee shop is very innovative and unique, and I look forward to further improving the consumer experience.”
Yang Hongtao believes that for China Post to sell coffee across borders, it needs to change its business and service concepts, do a good job in market positioning, and adjust the structure of employees, in order to seize the opportunity to achieve rapid development in the increasingly prosperous national tide marketing atmosphere.
The picture shows citizens and tourists entering the post office coffee shop for consumption.
Photo by Li Siyuan
Relevant data show that China's coffee consumption market is expected to reach 1 trillion yuan in 2025.
In recent years, China Post has gone further and further on the road of cross-border. In addition to the main business of transportation, it has also deployed a number of industries such as culture, sports, accommodation and catering, with a total proportion of 43.75%.
"The check-in point of Internet celebrities is fleeting. China Post is an old state-owned enterprise. The most important problem it faces is, how does the old state-owned enterprise play with the trendy services of the Internet?" Yang Hongtao hopes that China Post can go head-to-head and solve its business philosophy, Challenges such as market positioning, marketing strategies and safeguards to obtain better benefits.
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