The Coffee Token member alliance, is a member sharing platform unifying all the individual & small coffee shops together, to share member rights. The coffee member sharing platform which has no certain name, unifys all the individual & small coffee chain shops together in this digital times, to help the shops to solve the problem that they can’t independently develop & operate a member system. The platform helps to raise the opearting efficiency & increase the income. Coffee Token, with “a stacked operations management system” focus on “share purchase, share distribution, share manufacutre, share research & development, share inventories & share supply chain network”, to spread the coffee culture, establish coffee life style & promote the coffee market development.

The background of the project is, with the real situations that magnates compete with each other & capital helps spread, the individual & small coffee chain shops have difficulties in shop rent, less of members etc.. In the future, in the network era, how can the coffee shops survive? Now Coffee Token integrates a great number of boutique coffee shops, solves the problem that the shops can’t develop & operate a member system independently. The project reaches its aim that “the merchants make money while customers save money”. Coffee Token helps the individual & small coffee chain shops maintain their individuality & provide support to them, such as discounts to commmodities. The sharing system established by Coffee Token can increase the repurchase rate, promote consumption per person. With no participantion fee, the shops only need to provide discounts to Coffee Token members. A. To customers: they can have better coffee at cheaper prices; meanwhile, there is no need for them to prestore. B. To coffee shops: we help the shops to enhance the customer stickiness, increase repurchase rate & promote profit points. C. To cities: people can enjoy the specific culture, life & unique experience from the city.

Since it launched, in 3 months, the project has gotten more than 80 coffee shops to join in core business districts like Jing’an, Xujiahui, Huaihai Zhong Road in Shanghai. With the concept of “coffee is the representative of life”, Coffee Token pays its attention to spread the coffee life, which has been agreed by FAW Toyota, the Great Wall Automobile etc.. Now they have gotten cross-industry cooperation to provide coffee life styles to car owners, like “talents tour” for Toyota izoa, “the moving coffee shops” for the Great Wall pickup truck. These experiences are favoured by customers & promote sales.

There are about 140,000 small & independent coffee shops in the domestic. The shops have no advantages in management, supply chains, baristas, products & digitized operation capability. With fierce competition, it’s urgent for them to be standardized & specialized in finance, digitization, supply chains & management. As a vice-chairman unit of the Coffee Special Commitee in Shanghai Food Association, Coffee Token, with the association, promotes the development of coffee industry & culture, assists to develop market, integrates resources & improves cross-industry cooperation. The project helps Shanghai be the center of coffee industry & coffee culture, leads coffee development in China. E.g. from 14th Nov. to 17th Nov., 2019, Coffee Token supported “1st Coffee Culture Festival by Shanghai Zhengda” organized by the Coffee Special Commitee in Shanghai Food Association. Combining with exquisite food, music, culture & creations, handcrafts etc., by life style experience, Coffee Token shows brand images about coffee industry, provides diversified life experience to urban residents & travellers & supports more soft powers to Shanghai.

The project has a team for about 12 members in project approval, development, launch, promotion & cross-industry cooperation, including experts in experience marketing, PM, channel promotion supervisor, UI experience designer, planning manager, visual design, operation manager, technical developer, retail business consultant & championship barista.

Based on the in-depth obervation to coffee industry & customers, the advantages of mini program & the cross-industry cooperation, the project only needs 3 steps: A. Buy coupons: customers can buy coffee pricing package; B. Arrive at the shops: customers can survey online or go to the coffee shop nearby. C. Use coupons: customers can show the code to the shop assistant to scan; no cash transaction. The key idea of the project is “you can use the coupon in any coffee shops in the city”, which means, the VIP coupons can be used in any coffee shops in the system. Thus, customers can have better coffee at cheaper prices; meanwhile, there is no need for them to prestore. The shops can enhance the customer stickiness, increase repurchase rate & promote profit points.

1 month from the project approval to the moni program; 3 months from 0 to 80 coffee shops. About 1 million RMB for the project, from project approval, planning, design, development, promotion.

We have found, the visitors flow in the individual & small coffee chain shops are great. If we have 10,000 coffee shops, the Coffee Token is “a large coffee chain industry” that has no certain name”. This will be invaluable! (Remarks: though the No. of coffee shops in the domestic is about 140,000, the rate of coffee chain shops is only 10%. The No. of individual & small chain shops in Shanghai is 10,000. Among the shops, there are 2,000 coffee chain shops. In summary, the individual & small coffee chain shops is a large market for us to integrate. When launched, the project has been gotten great support from coffee shops, the industry, commercial institutions & resources. Based on the strategy of “coffee is the representative of life”, with consumption upgrading, now customers pay more attention to “better life”, which creates new opportunity to urban business. Thus, coffee, as the symbol of high-quality life, gets a golden chance. Coffee Token can not only solove the problem how the individual coffee shops to survive with the real situations that magnates compete with each other & capital helps spread, but also stimulate the coffee industry development & promote the coffee culture. It’s very important to the new experience in urban culture life. The project renews the offline life & consumption experience of local residents & promotes local economical & tourism development.