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In the US stock market, there is a company called Green Mountain Coffee (NASDAQ: GMCR), which has become a household beverage brand in the North American market thanks to the single-cup coffee system. Its current market value reached US$19.521 billion, or approximately RMB120.675 billion, which surpassed that of Gree Electric Appliance and Midea Group, all of whom are well-known in China's home appliance industry. It is seven times the sum of the market value of small household appliances leading Jiuyang shares and Supor.
The reason why Green Mountain Coffee is highly respected is that a home-made beverage that is healthier and tastes better represents the direction of development of the beverage industry in the future; secondly, the business model of “razor blade†has accurately hit consumers. Pain points; Third, the single-beverage beverage platform's operating model, which quickly finds partners and grabs market opportunities.
"razor blade" mode to help performance blowout
Initially, Green Mountain Coffee was a little-known coffee bake company. It was founded in 1981 in the American summer resort of Vermont and made money by selling coffee to tourists. In the mature and saturating traditional coffee market, Green Mountain acquired The profit is very limited.
Innovation from Kriegg became an opportunity to reverse the fate of Green Mountain. The founder of the company accurately captured a consumption pain point: "Why must I have a pot of coffee at a time? I only drink one cup at a time." In this idea Driven by it, a Kriging coffee machine that only injects a cup of coffee at one time and its accompanying single-cup beverage K-Cup have emerged.
The so-called K-cup is a container that looks like a paper cup. It has a smaller cup-shaped permeation device that can only penetrate liquids. It is filled with coffee, tea or other beverages and sealed with aluminum foil lids to ensure coffee and other beverages. Fragrance will not be emitted. Consumers only need to put the K cup in the coffee machine and a cup of fragrant coffee will be ready in a minute. The emergence of this way of drinking coffee has changed the traditional experience of consumers.
The K-Cup simplifies the tedious steps of grinding coffee beans and weighing in traditional coffee machines. One cup at a time, and now you can drink fresh drinks. Compared with traditional coffee, the taste difference is not great. In order to prevent other companies from breaking into this market, the Krigk single-cup coffee machine can only be used with the company's patent-pending K-cup.
At the beginning of K cup coffee, only a few small coffee brands joined, and Kriging received royalties from them. At that time, Green Mountain Coffee was one of the partners. In June 2006, Green Mountain Coffee acquired the entire share of Kriging from two-thirds of its previous year's income, totaling US$104.3 million, and obtained its single-cup coffee maker and K-cup business. This transaction became the most important turning point for Green Mountain Coffee. After the acquisition was completed, Green Mountain's business was divided into two blocks: Green Mountain Coffee and KrÃgle Coffee Machine and its K Cup drink. At this point, Green Mountain Coffee has also completed the transformation of the business model.
The Krigg coffee machine is sold at a cost price. When the coffee machine is sold, it takes a few boxes of K cups of coffee and then counts advertising expenditure. The coffee machine can be said to be a loss-making business. However, once consumers purchase a Kriging coffee machine, Will continue to buy K Cup, Green Mountain's profits come from the constant consumption of K Cup. This is a typical "razor blade" mode. When you buy a razor blade, you need to continue to buy blades to ensure that the razor can be used normally.
Green Mountain Coffee sold coffee machines at a cost price, and then relied on the continuous sale of K-Cup drinks to make money. The transformation of the business model brought huge benefits to Green Mountain Coffee. Prior to the acquisition of Kriging, the compound annual growth rate of the revenue of Green Mountain Coffee was 23.5%. After the acquisition, the compound growth rate of its revenue reached 52.7%.
Small cup to create a large market Green Mountain Coffee shares rose 36 times in 5 years
If you are a coffee lover, then Blue Mountain Coffee is no stranger to you, but do you know Green Mountain Coffee? This is a company that uses the single-cup coffee system to hit the North American market. As of September 2013, Green Mountain Coffee’s Kriging coffee machine and its matching K-cup coffee have been stationed in 13% of U.S. households.
According to statistics, Green Mountain Coffee achieved operating income of US$4.358 billion in fiscal 2013 and net profit of US$484 million. 92% of its revenue was contributed by Kriging coffee makers and its supporting K-Cup beverages, and only K Cup products. The revenue reached $3.187 billion.
Relying on the continued consumption of the K-Cup to achieve profitability, Green Mountain Coffee has gradually developed from a small company with a market value of less than US$300 million to a large enterprise with a current market value of US$19.521 billion (approximately RMB120.675 billion).
Rely on internet thinking to catch up
In fact, as early as before the appearance of the Green Mountain K-Cup, the European market already had similar products. Due to their compact size, they were collectively referred to as capsule coffee. According to "Daily Economic News" reporters, Nestle, Bosch and others have their own capsule coffee machines.
Take Nespresso from Nestlé as an example. This coffee machine can only use Nespresso's coffee capsules. Under this closed system, Nestlé owns the absolute pricing power of the product and the price of a cup of Nespresso coffee. It is usually 3 times that of filter coffee.
However, in the traditional capsule coffee machine market, the up-and-coming younger Green Mountain has become the mainstream of the coffee machine market with its unique Internet thinking. The specific approach is as follows: K-cup coffee is not only for Green Mountain's own coffee brand; other coffee manufacturers are only willing to pay Green Mountain 6 cents/cup for the benefit of gold, and can also use K-King patented packaging, in the Green Mountain single cup It is used on the coffee machine. The inclusiveness of this platform has not only attracted the influx of various coffee brands, but also the participation of tea and hot cocoa producers.
Relying on this open K-Cube ecosystem, Green Mountain has not only expanded its product range, it has rapidly expanded, and has even become the maker of industry standards.
The reporter read the report of Green Mountain's 2013 fiscal year. It is learned that K-Cup currently has 35 brands, more than 200 kinds of coffee, tea and hot cocoa, which can meet the different needs of consumers. More and more beverage makers are joining in, expecting a share in the K-Cup market.
Market value increased from 300 million U.S. dollars to 20 billion
As an American company, the inherent advantages make Green Mountain more familiar with the consumption habits of the North American market. At present, the main attack market for Green Mountain Coffee is also concentrated in the United States and Canada.
In fiscal 2009, the Krigg coffee machine became the mainstream of consumption in the North American market. Green Mountain coffee revenue, gross profit, and net profit increased by 61%, 41%, and 151% year-on-year, respectively, with K cup coffee cups exceeding shipments. 1.6 billion yuan, an increase of 63% over the same period of last year. The performance is very eye-catching.
In terms of channel expansion, Green Mountain has established a cooperative relationship with Wal-Mart, increased the promotion of Krign coffee makers and Green Mountain coffee products, and the K-Cup category is also more abundant. Latte coffee, hot cocoa and iced tea have been launched. This further expands consumer choice.
According to Green Mountain Coffee's annual report for fiscal year 2009, its Kriging single-cup coffee machine had already squeezed into the top three of the nation's best-selling coffee machines and K-Cup beverages had settled in 8,500 supermarkets. Just a year ago, the product was only It is sold at 2,600 supermarkets in the United States.
At the same time, as more and more offices, hotels, and homes in North America purchase Kriging coffee machines, Green Mountain’s market share further expands, and by the fourth fiscal quarter of fiscal year 2010, Kriging single-cup coffee machines have become coffee. The boss of the machine market holds a 26.5% share of the top four of the best-selling coffee machines. More and more coffee brands have joined the K Cup headquarters. In 2011, Duncan Doughnut's coffee joined the K Cup. Soon after, Starbucks Coffee and its Taishu Tea also participated in this ecosystem, further consolidating the market position of the Kriegg Coffee Machine and its K Cup.
From the acquisition of the Kriging brand, Green Mountain's revenue has increased 19-fold in seven years, profits have increased 57-fold, and the company's share price has also risen steadily from about $3 in 2006. In September 2011, it was even more. Once rushed to 111 US dollars, cumulative gains in the five years reached 36 times, according to the company's latest stock price of 119.95 US dollars, the market value has reached 19.521 billion US dollars, combined 120.675 billion yuan.
In this way, with the “razor blade†mode and the platform-based K-cup ecosystem, Green Mountain Coffee has gradually grown from a small company with a market value of less than US$300 million to a large company with a market value of approximately US$20 billion. .
The reason why Green Mountain Coffee is highly respected is that a home-made beverage that is healthier and tastes better represents the direction of development of the beverage industry in the future; secondly, the business model of “razor blade†has accurately hit consumers. Pain points; Third, the single-beverage beverage platform's operating model, which quickly finds partners and grabs market opportunities.
"razor blade" mode to help performance blowout
Initially, Green Mountain Coffee was a little-known coffee bake company. It was founded in 1981 in the American summer resort of Vermont and made money by selling coffee to tourists. In the mature and saturating traditional coffee market, Green Mountain acquired The profit is very limited.
Innovation from Kriegg became an opportunity to reverse the fate of Green Mountain. The founder of the company accurately captured a consumption pain point: "Why must I have a pot of coffee at a time? I only drink one cup at a time." In this idea Driven by it, a Kriging coffee machine that only injects a cup of coffee at one time and its accompanying single-cup beverage K-Cup have emerged.
The so-called K-cup is a container that looks like a paper cup. It has a smaller cup-shaped permeation device that can only penetrate liquids. It is filled with coffee, tea or other beverages and sealed with aluminum foil lids to ensure coffee and other beverages. Fragrance will not be emitted. Consumers only need to put the K cup in the coffee machine and a cup of fragrant coffee will be ready in a minute. The emergence of this way of drinking coffee has changed the traditional experience of consumers.
The K-Cup simplifies the tedious steps of grinding coffee beans and weighing in traditional coffee machines. One cup at a time, and now you can drink fresh drinks. Compared with traditional coffee, the taste difference is not great. In order to prevent other companies from breaking into this market, the Krigk single-cup coffee machine can only be used with the company's patent-pending K-cup.
At the beginning of K cup coffee, only a few small coffee brands joined, and Kriging received royalties from them. At that time, Green Mountain Coffee was one of the partners. In June 2006, Green Mountain Coffee acquired the entire share of Kriging from two-thirds of its previous year's income, totaling US$104.3 million, and obtained its single-cup coffee maker and K-cup business. This transaction became the most important turning point for Green Mountain Coffee. After the acquisition was completed, Green Mountain's business was divided into two blocks: Green Mountain Coffee and KrÃgle Coffee Machine and its K Cup drink. At this point, Green Mountain Coffee has also completed the transformation of the business model.
The Krigg coffee machine is sold at a cost price. When the coffee machine is sold, it takes a few boxes of K cups of coffee and then counts advertising expenditure. The coffee machine can be said to be a loss-making business. However, once consumers purchase a Kriging coffee machine, Will continue to buy K Cup, Green Mountain's profits come from the constant consumption of K Cup. This is a typical "razor blade" mode. When you buy a razor blade, you need to continue to buy blades to ensure that the razor can be used normally.
Green Mountain Coffee sold coffee machines at a cost price, and then relied on the continuous sale of K-Cup drinks to make money. The transformation of the business model brought huge benefits to Green Mountain Coffee. Prior to the acquisition of Kriging, the compound annual growth rate of the revenue of Green Mountain Coffee was 23.5%. After the acquisition, the compound growth rate of its revenue reached 52.7%.
Small cup to create a large market Green Mountain Coffee shares rose 36 times in 5 years
If you are a coffee lover, then Blue Mountain Coffee is no stranger to you, but do you know Green Mountain Coffee? This is a company that uses the single-cup coffee system to hit the North American market. As of September 2013, Green Mountain Coffee’s Kriging coffee machine and its matching K-cup coffee have been stationed in 13% of U.S. households.
According to statistics, Green Mountain Coffee achieved operating income of US$4.358 billion in fiscal 2013 and net profit of US$484 million. 92% of its revenue was contributed by Kriging coffee makers and its supporting K-Cup beverages, and only K Cup products. The revenue reached $3.187 billion.
Relying on the continued consumption of the K-Cup to achieve profitability, Green Mountain Coffee has gradually developed from a small company with a market value of less than US$300 million to a large enterprise with a current market value of US$19.521 billion (approximately RMB120.675 billion).
Rely on internet thinking to catch up
In fact, as early as before the appearance of the Green Mountain K-Cup, the European market already had similar products. Due to their compact size, they were collectively referred to as capsule coffee. According to "Daily Economic News" reporters, Nestle, Bosch and others have their own capsule coffee machines.
Take Nespresso from Nestlé as an example. This coffee machine can only use Nespresso's coffee capsules. Under this closed system, Nestlé owns the absolute pricing power of the product and the price of a cup of Nespresso coffee. It is usually 3 times that of filter coffee.
However, in the traditional capsule coffee machine market, the up-and-coming younger Green Mountain has become the mainstream of the coffee machine market with its unique Internet thinking. The specific approach is as follows: K-cup coffee is not only for Green Mountain's own coffee brand; other coffee manufacturers are only willing to pay Green Mountain 6 cents/cup for the benefit of gold, and can also use K-King patented packaging, in the Green Mountain single cup It is used on the coffee machine. The inclusiveness of this platform has not only attracted the influx of various coffee brands, but also the participation of tea and hot cocoa producers.
Relying on this open K-Cube ecosystem, Green Mountain has not only expanded its product range, it has rapidly expanded, and has even become the maker of industry standards.
The reporter read the report of Green Mountain's 2013 fiscal year. It is learned that K-Cup currently has 35 brands, more than 200 kinds of coffee, tea and hot cocoa, which can meet the different needs of consumers. More and more beverage makers are joining in, expecting a share in the K-Cup market.
Market value increased from 300 million U.S. dollars to 20 billion
As an American company, the inherent advantages make Green Mountain more familiar with the consumption habits of the North American market. At present, the main attack market for Green Mountain Coffee is also concentrated in the United States and Canada.
In fiscal 2009, the Krigg coffee machine became the mainstream of consumption in the North American market. Green Mountain coffee revenue, gross profit, and net profit increased by 61%, 41%, and 151% year-on-year, respectively, with K cup coffee cups exceeding shipments. 1.6 billion yuan, an increase of 63% over the same period of last year. The performance is very eye-catching.
In terms of channel expansion, Green Mountain has established a cooperative relationship with Wal-Mart, increased the promotion of Krign coffee makers and Green Mountain coffee products, and the K-Cup category is also more abundant. Latte coffee, hot cocoa and iced tea have been launched. This further expands consumer choice.
According to Green Mountain Coffee's annual report for fiscal year 2009, its Kriging single-cup coffee machine had already squeezed into the top three of the nation's best-selling coffee machines and K-Cup beverages had settled in 8,500 supermarkets. Just a year ago, the product was only It is sold at 2,600 supermarkets in the United States.
At the same time, as more and more offices, hotels, and homes in North America purchase Kriging coffee machines, Green Mountain’s market share further expands, and by the fourth fiscal quarter of fiscal year 2010, Kriging single-cup coffee machines have become coffee. The boss of the machine market holds a 26.5% share of the top four of the best-selling coffee machines. More and more coffee brands have joined the K Cup headquarters. In 2011, Duncan Doughnut's coffee joined the K Cup. Soon after, Starbucks Coffee and its Taishu Tea also participated in this ecosystem, further consolidating the market position of the Kriegg Coffee Machine and its K Cup.
From the acquisition of the Kriging brand, Green Mountain's revenue has increased 19-fold in seven years, profits have increased 57-fold, and the company's share price has also risen steadily from about $3 in 2006. In September 2011, it was even more. Once rushed to 111 US dollars, cumulative gains in the five years reached 36 times, according to the company's latest stock price of 119.95 US dollars, the market value has reached 19.521 billion US dollars, combined 120.675 billion yuan.
In this way, with the “razor blade†mode and the platform-based K-cup ecosystem, Green Mountain Coffee has gradually grown from a small company with a market value of less than US$300 million to a large company with a market value of approximately US$20 billion. .
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