Present situation of 3w coffee

1, 3W coffee can't be copied successfully, but it can be used for reference and shared. 2. Xu Dan, Chairman of Lagou. Com: Anything that makes you miserable will make you grow. 3. Combined with financial management knowledge, analyze the value proposition and benefits of 3W coffee crowdfunding. 3W coffee can't be copied successfully, but it can be borrowed and shared.

As we all know, the success of 3W coffee is not accidental, but the inevitable trend of the development of today's times. Its success is inseparable from the factors of the big environment and the brand promotion and influence of Internet marketing. In this modern society that emphasizes "mass entrepreneurship and innovation", without innovation and courage, we can't see the success of 3W today.

"3W, this is the circle of the Internet." As a successful case of brand marketing with commercial brand marketing characteristics, 3W's success can be said to be the dual result of innovation and wisdom. Mr. Kang Jinlong, a well-known brand marketing planner, reminds you on the road that you can't make money by shouting products, drying projects and selling products. These entrepreneurs are wage earners with relatively free spirit and time, and your boss is yourself; And entrepreneurs, successful people, big bookmakers shout dreams, shout influence, sell value, and distribute products and projects! "

Kang Jinlong, a celebrity/well-known brand planner of brand knowledge network, founder of image power brand marketing agency, planner of all-media magazine "Fashion TOP", fashion planning consultant, and planner of "Big Show China" international fashion week. The knowledge sharing platform ranks first in the field of brand marketing. 1 year serves nearly 200 entrepreneurs, entrepreneurs and brands, answers nearly 4,000 pieces of brand knowledge, and reaches nearly 30,000 people. I started my business at the age of 20, with a debt of 654.38+08 million, and 654.38+00 turned over by honesty. Currently engaged in brand marketing planning, good at business and profit model design, Internet marketing system construction. In-depth cooperation with brand projects such as Dong Tian Modeling and DreamWorks of Beiying No.5 Factory. Initiate cooperation projects in education and training, internet, health care, beauty chain, FMCG, fashion activity planning, film and television planning, film and television industrial park development and other industries.

As a post-80s brand planner, Mr. Kang Jinlong used his unique Internet thinking mode to open a new direction for corporate brand marketing, and created an original five-dimensional brand marketing system to deeply analyze brand marketing from the five-dimensional ideological level. The successful case of borrowing 3W coffee, from Internet brand marketing to the casting of Internet business legends, has made Internet brand marketing full of infinite attraction and focus.

Success cannot be copied, but it can be learned and shared. Based on the current trend of Internet brand marketing, Kang Jinlong comprehensively expounded the new direction of brand innovation and development of modern enterprises. -Kang Jinlong's "five-dimensional brand marketing system" makes Ta shout for your brand!

Xu Dan, Chairman of Lagou. Com: Anything that makes you miserable will make you grow.

Profile: Xu Dan, founder and chairman of Lagou. com。 1982 was born in rural Anhui, 1982. He changed jobs three times in the five years after graduation, and successively entered the Internet, securities funds and other industries. 20 13, Xu Dan founded lagou. And is committed to Internet recruitment. In one year, he was valued by the capital market at $65,438 +0.5 billion.

2065438+In August 2004, 29-year-old Xu Dan founded 3W Coffee. On its long list of shareholders, there are many names of Internet entrepreneurs, entrepreneurs and investors. Because of its strong connections, it was once the entrepreneurial salon in Zhongguancun that knew the internet best. Xu Dan himself was famous for a while, and a legendary biography made him questioned.

Two years later, 3W Coffee was on the verge of bankruptcy because its "hardware" was not competitive. In order to prevent the first venture from finally failing, he decided to set up an Internet company to save 3W Coffee. July 20 13, Lagou Online, which focuses on Internet recruitment, developed rapidly and became the largest Internet recruitment website in China.

Now Xu Dan is much more low-key than before. "I am a contradiction between strength and compromise."

Think from the perspective of job seekers.

Beijing News New Media: The company has just received $25 million in Series B financing. Why is it the most dangerous time to pull the hook?

Xu Dan: Yes, for the company, it can adjust its direction at any time when it is small. No one regarded you as an opponent at that time. Now that the company is big, others will take you as an opponent, and small companies will copy you. In addition, there are more people in the company, the efficiency will be lower, the team will be bigger, and there will be more coordination and management, but the progress will be slower.

Beijing News New Media: What are the advantages of Lagou compared with other recruitment websites?

Xu Dan: The goal of traditional recruitment websites is to make corporate customers pay the bill, please corporate customers blindly, and ignore the experience of job seekers. Hook. Com will consider the problem from the perspective of job seekers.

In fact, 90% of young people don't make career plans. We think people should think long-term. Some core positions of small companies that get A and B rounds of financing may be more promising than those of large companies. Although the temporary salary is small, it is still promising for an ambitious young man. This thing will also be reflected in the logical structure of the whole website, which is not only to help a person find a job, but also to help him make career planning.

3W coffee warm hook net.

New media of Beijing News: At that time, 3W had difficulties in operation, and later founded Lagou. What is the relationship between the two?

Xu Dan: Actually, 3W Coffee was going out of business. We want to raise money to save it, otherwise we can't pay the rent. Objectively speaking, no one wants to invest in a coffee shop. The internet is easy to attract investment, which is also our specialty. So we want to do an internet project to raise funds, and put it in 3W.

Some investors said that they would only invest in your Internet company, but we said that financing must be tied together, so we raised a sum of money to save the coffee shop from doing the Internet. Most of the money was given to coffee shops and a small part to internet companies, so there was a hook. But I didn't expect it to develop faster than we thought.

Beijing News New Media: But the cafe actually laid a lot of foundation for Lagou.

Xu Dan: Yes, 3W coffee is, after all, the center where people gather on the Internet. It also has a good reputation. We have accumulated a user base and contacts there, and some very high-end people are willing to speak for us. These things are very important to the hook.

For another team, he is starting from scratch, and the first batch of users will be hard to find. When I made a hook, Weibo had more than 200,000 fans, 3W Coffee had 70,000 to 80,000 fans, and then a group of our shareholders, like Xu Xiaoping, had tens of millions of fans; Many people have come to the event, and we can all send them an email saying that we have made a hook net.

It's the so-called hot start, and everything else is cold start. Maybe what others did in half a year or a year, we did it in one month. If there is no 3W hook net, it can't be done so fast, but if there is no 3W hook net, it will definitely go bankrupt.

Now I know where to spend my time.

New Media of Beijing News: How to treat the controversy caused by your own struggle legend?

Xu Dan: I think I was too young at that time. I would say whatever people asked me. In fact, we shouldn't be so high-profile, but we should do things well. It is still far from success. As big as Li Yanhong, Ma Yun and Ma Hua Teng, as small as some smaller companies, such as Wang Xing of Meituan, there is a great distance with them.

I didn't know much about the media at that time. I thought it was a chat, but I didn't expect such a big spread.

Beijing News New Media: You said you didn't understand before. What changes have taken place now and before?

Xu Dan: There was a "Xu Dan struggle" that had a great influence. Someone stared at my annual salary in the report and said, how can it be so high? Others pointed to the books I had printed and said there were pirated books. For me, this is a big deal. You don't blame others for these things, who let you run out by yourself. I think anything that makes you miserable will make you grow up.

I feel much more mature now than two years ago. Now I know where my time should be spent and what is more important. I don't care if people scold me now.

Beijing News New Media: Is it an interview?

Xu Dan: After the article "Struggle for Xu Dan" came out, some people said it was all kinds of fabrications. For example, if you say that you left Tencent, Ping An Securities and Huaxia Fund, others will question that you were actually fired. You were fired by three companies, but you shamelessly said that you left and were very capable.

I think, what's there to argue about? If others want to hack you, it is useless to explain, and the cost of explanation is very high. I can't tell the difference between dismissal and resignation. Of course, my colleagues and I both know that we have not been fired. It is enough for me to do my own thing.

Beijing News New Media: In the struggle, you wrote that you were Sister Furong's assistant, and she was questioned. She also said no, how did this happen?

Xu Dan: This is my first response to this question. Sister Furong came to ask me at that time, and others asked me if you were my assistant. What should I say? I said, just say I'm not an assistant, I just helped you for a while.

Because I have never signed a contract with Sister Furong. We are both individuals and friends, just helping each other.

Beijing News New Media: How do you define your personality?

Xu Dan: The hardest time is when people outside scold me. I told a joke to enlighten myself and my partner. A man walked out of the desert alone, thirsty and hungry. Then he saw the edge of the desert, and a man was selling ties. This man is very angry, thinking that you are setting up a stall here, why don't you sell water but ties? The man scolded the peddler and walked on. As a result, after a while, the man came back, threw the stall owner a hundred dollars and left with a tie. It turned out that there was a shabby hotel two kilometers away, but the sign at the door said, "No disheveled people can enter."

I tell this joke to say that there are many rules in this world that are absurd to us, but we must get used to it and buy that ridiculous tie when we are thirsty and hungry before we can enter a restaurant.

So my character, I think, is the contradiction between strength and compromise.

Beijing News New Media Reporter Nai

Editor: Nye

Combined with financial management knowledge, this paper analyzes the value proposition and income of 3W coffee crowdfunding.

Value proposition and benefits are based on crowdfunding model.

3W Coffee adopts crowdfunding mode to raise funds from the public. Each person 10 shares, 6,000 yuan per share, equivalent to 60,000 yuan per person.

3W takes coffee as the carrier, and the operation mode of expanding social circle, shaping incubator and transmitting entrepreneurial wisdom has gradually taken shape.