Wang Haifeng

What do you have to do if you are a novice entrepreneur and want to open a coffee shop? And what to do? When you come to Yanji, you will definitely find the answer.

在延吉，近千家各具特色的咖啡店可提供多元的參考樣本，數十家咖啡豆烘焙工廠、咖啡機設備轉銷商、飲品配料供應商可提供穩定的產品保障，咖啡技能培訓機構、咖啡專業人才職業技能認證中心以及創業孵化中心可提供“保姆式”技術運營教學……從想開一家咖啡店到落地實施的具體細節，在延吉總能找到帶領咖啡店創業者從入門到精通的“老師傅”。

The overall coffee industry chain in China can be roughly divided into three links: upstream planting, midstream deep processing, and downstream circulation. Today, Yanji's coffee industry chain basically covers all links in the middle and lower reaches, except for the lack of planting. Especially in terms of product circulation, the retail and wholesale of coffee beans, the online and offline sales of coffee shop consumables and other coffee-related commodities have gradually matured, which has promoted the continuous expansion of the market share of Yanji's coffee industry.

3月26日，在延吉市鑫百匯商貿有限公司，展示臺上排列著幾十台品牌、型號各異的咖啡機，貨架和冰櫃中存儲了近千種咖啡飲品的原材料商品。該公司還與專門做咖啡豆烘焙的吉林省一五三咖啡有限公司、做創業孵化及新品研發的延邊米洛家咖啡餐飲有限公司形成產業鏈條，為全州近千家烘焙店、咖啡店、奶茶店、酒店等提供咖啡相關產品原材料、機器設備及售後服務。

"The price of the coffee equipment we sell ranges from a few thousand yuan to hundreds of thousands of yuan. As Yanji became an Internet celebrity check-in city around the Spring Festival in 2019, Yanji's catering industry ushered in a peak of entrepreneurship, and the average annual sales of coffee machines alone exceeded 0 units. Zhao Xiangrui, general manager of Yanji Xinbaihui Trading Co., Ltd., said that in 0 years, he was keenly aware of the development space of Yanbian's coffee industry and the vacancy in the coffee industry chain, and quickly transformed into the coffee industry with the resources and experience of being a supplier of roasting raw materials. Today, Yanji Xinbaihui Trading Co., Ltd. has more than 0 square meters of room temperature storage and cold storage for storing raw materials and commodities, with a supply of green coffee beans from more than 0 countries, with an average monthly consumption of 0-0 tons of coffee beans, and an average annual sales volume of 0 years.

The reason why Yanji's coffee industry is flourishing is not only based on the rapid growth effect of the industrial chain, but also because each coffee shop has its own unique business "secrets".

At 70:00 on October 0, at the Hagena Coffee Shop on the 0th floor of Block B of Yanji Department Store, the sound of coffee machine grinding beans in the bar was continuous, and the aroma was thick in the air. Although it is the afternoon time of an ordinary weekday, the attendance rate of the store of more than 0 square meters has reached 0%. Lu Xing, from Weihai City, Shandong Province, travels to Yanji every two months on business, and a comfortable coffee shop is her first choice for her office. "The coffee shop in Yanji is not just a place to drink coffee, but more of a space to socialize and enjoy a leisurely life, a phenomenon that is rare in other cities." Lu Xing said.

Creating a diverse "space" is the core business philosophy of the Hagena coffee brand. According to Xu Yan, the head of the brand, in 32 years, they established the first Hagena coffee store in Guangzhou. In 0 years, due to the need to develop cross-border e-commerce business, they came to Yanji from Guangzhou and simultaneously founded Yanji Hagena Catering Management Co., Ltd., Yanbian Prefecture. Since then, the Hagena coffee brand has gradually developed and grown in Yanbian, forming a specific service model for different groups of people such as entrepreneurs, students, and community residents. Today, the Hagena Coffee brand has incubated 0 stores, including the Yanji Coffee Accompany You brand, and "coffee +" spaces with different styles such as community stores, theme stores, business district stores, and entrepreneurial stores are all over Yanji.

With the successive entry of large chain beverage brands such as Luckin, Heytea, and Bawang Chaji into Yanji, the competition in Yanji's coffee industry is becoming increasingly fierce, and Xu Yan is full of confidence in the future development: "We have organically combined the resources of cross-border e-commerce with coffee stores, and 32 stores have realized universal membership cards, and points can be exchanged for cross-border e-commerce products, which has effectively improved user stickiness." Xu Yan said that in addition to serving store consumers, the company also provides entrepreneurial guidance, business support and resource sharing for coffee entrepreneurs in the same industry to help coffee entrepreneurs avoid detours.

"Many of the operating partners of the cross-border e-commerce business are also very optimistic about the business philosophy and development prospects of the Hagena coffee brand, and are very willing to open a Hagena brand coffee store in their hometown." Xu Yan said that in the future, the company plans to deploy coffee stores to other cities in China, so that coffee brands rooted in Yanbian can go out.

Source: Propaganda Department of Yanji Municipal Party Committee