[Explanation] China Post's first post office coffee shop in the country has recently continued to attract young people and coffee lovers to check in.
This "green coffee shop" located on the first floor of Xiamen International Trade Building has changed from a simple postal service place in the past to a new scene where you can socialize and taste coffee products. It can be called the fusion of coffee and postal services.
[Explanation] Half a month after the official trial operation in mid-February, the reporter visited the post office coffee shop on the spot. The semi-open storefront is full of strong postal elements, such as the slightly outdated postman's bicycle, the green conspicuous postbox, and a cup of hot Post office coffee, citizens and tourists come from afar to experience the postal culture.
[Same period at the scene] Post office coffee clerk
No more sold out, sorry.
(No more today, right) No, it's sold out.
[Explanation] Due to the popularity of young people, the post office coffee was sold out at 5 o'clock in the afternoon, and many people waited for about two hours to get a cup of coffee.
This post office coffee has upgraded the original post office of China World Trade Center. After the transformation, on the basis of retaining the general postal services, superimposed coffee drinks and postal cultural and creative services. The products sold are divided into postal special blends, coffee, tea and desserts. and surrounding.
【Concurrent】Xiamen Citizen Lutong
I live nearby, and when I opened a few days ago, I saw the news that there were a lot of people on the Internet, and then it was not half a month, and then I wanted to come and have a look. When I came, I didn’t know I had to wait. It took so long, so I only ordered the order when I arrived at the scene. It should take about two hours.
[Concurrent] Feng Yuan, a tourist from Chengdu
I feel that the outside is much more beautiful than the inside, and it is indeed like this, and then how should I put it? Anyway, there are quite a lot of people today, and I feel that it is quite novel to come and play a card.
[Concurrent] Ms. Jin, a tourist from Tianjin
It would be better if the store is bigger. In addition, there should be an appointment for this queue, because when I placed the order, it did not have the function of making an appointment, so I have been waiting in the store for more than two hours.
[Explanation] At present, China's coffee market is in a situation of blooming, and more and more cross-border players are involved. China Post is one of them. It has both brand advantages and tens of thousands of outlets in the channel. There are a service station and a village post station, which is convenient for dissemination and promotion, which is the advantage of its cross-border coffee making.
[Concurrent] Yang Hongtao, second-level professor and doctoral supervisor, School of Business Administration, Huaqiao University
There is a strong demand for coffee in China. From the current point of view, whether China Post's resources can meet the market demand can be satisfied.
China Post makes coffee across borders. I think its strategy is correct and not wrong, but its specific marketing strategy needs to be continuously upgraded to achieve its expected results.
[Explanation] Yang Hongtao, a professor at the School of Business Administration of Huaqiao University, once went to the post office coffee shop to experience consumption in person. He believes that coffee is a service item of a young trendy brand. China Post has good opportunities to make coffee across the border but has little experience. It needs to change its business and service concepts. Only by doing a good job in market positioning and making corresponding adjustments in the structure of employees can we seize the opportunity to achieve rapid development in the increasingly prosperous national tide marketing atmosphere.
[Concurrent] Yang Hongtao, second-level professor and doctoral supervisor, School of Business Administration, Huaqiao University
The Internet celebrity check-in point is fleeting. China Post is an old state-owned enterprise. The most important problem it faces is how the old state-owned enterprise can play with the trendy services of the Internet. I hope this old state-owned enterprise, China Post, can go head-to-head and solve its operation. This challenge of concepts, market positioning, marketing strategies and safeguards can then yield better benefits.
[Explanation] Relevant data shows 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%.
This time, China Post once again cross-border to make post office coffee, opportunities and challenges coexist.
Reporter Li Siyuan reports from Xiamen, Fujian
Responsible editor: [Lu Yan]