A cup of "prime coffee", Xu Shan and his 3W coffee fame.

May 7, 2015, Premier Li Keqiang visited the Beijing Zhongguancun market 000,931 buy 3W coffee on the business street, at their own expense to drink a cup of coffee signs $ 30, also remembered printed on coffee cups, "is life, toss More than "words. This is like the Prime Minister’s stamp on the order: "Young man, doing a good job."

Xu single single sub-station to the turmoil of the national "double innovation" boom. For more than a year, a group of people poured into 3W coffee and ordered a cup of prime coffee. This includes hundreds of local officials who went to Beijing to study the spirit of “double creation”.

At the most prosperous time, Xu did not take the opportunity to expand the scale. At this time, a large number of institutions dedicated to the entrepreneurial space are spurting, and the single list in the rapids has been observing the future of the joint office field, waiting for a better time.

"I watched this industry flourish, but I have been unable to make up my mind to do this." When I was interviewed by Time Weekly reporters a few times ago, Xu singled out his heart for the first time. He thought he was trapped by Internet thinking. The Internet industry is the winner of all, only the first, no second. Not fully grasped to become the first place in the joint office field, I do not dare to move if I don't understand."

After chatting with friends in the real estate circle, the values ​​of Xu’s order were brightened, and he was pulled out of pure Internet thinking.

“The top 100 real estate industry is starting from a scale of tens of billions of yuan. The joint office is partly a light-asset commercial real estate. This cake is big enough.” Xu single list began to be busy with self-iteration, from incubator to space, from business to Strategy, the 3W system is undergoing a drastic upgrade.

The space economy is a marathon that tests endurance. Nearly 5,000 new creation spaces in the country in one year are unsustainable due to homogenization. How can I prove the possibilities of this new track?

The single order refers to the 200-meter-long famous entrepreneurial shrine in the downstairs. The statue of “Inno Way” is placed at the north and south ends of Zhongguancun Venture Street. It is taken from the English word “Innovation”, meaning reform, innovation, local After the split, it is divided into "Inno way", which is interpreted as "entrepreneurship, and it is a must."

"From 0 to 1 to N"

On August 20th, 2011, the first 3W coffee in Beijing was opened. The 29-year-old Anhui Youth Xu Shandan started his own business.

That will be, Zhongguancun Venture Street is also called "electronic street", 3W coffee is the first entrepreneurial coffee on the street. In this shop of only 290 square meters, they opened the first general meeting of shareholders. At that time, Xu’s idea was to “make a place where you can talk about dry goods”. The saying is still very fashionable, called “having temperature”.

“The term “entrepreneurship” was rarely mentioned at the time, and it became popular in 2012, even glorious, until now it has become a national-level strategy.” Xu Dan single recalled that this group of Xu Xiaoping, Yang Xiangyang and other 180 shareholders have joined together. The coffee shop that came out of the company slowly became a gathering place for entrepreneurs by relying on two or three salons a week.

At that time, the "net red" of 200,000 fans was in full swing, but I never thought that a few months later, a "Single Struggle" suddenly made him a "joke."

“2012 is my toughest time. I’m all on the Internet about how to make a fake, and to falsify my resume.” At that time, young, refutation was useless, and the order could only be angry. He comforted himself: "The road to the front is full of grievances and misunderstandings, and the eyes should be placed farther into the horizon."

In the next few years, Xu was immersed in work and rarely showed up. One of the most direct reasons was that selling coffee was very slow, even if it was constantly doing activities, the list in the “Hundred Coffee Wars” was still very embarrassing. . They don’t give money to raise money in cafes, they just make a new company to transfuse blood.

This new company is very red, called "Lagou.com", which is about the story of the Internet talent market. The popular point is vertical recruitment. Lagou.com gave a single surprise and exceeded the expectations of all of them. At present, Lagou.com has completed a 220-yuan C-round financing, and Xu will hope that Lagou.com will go public on the GEM soon.

From the coffee to the pull hook network, the single order and 3W completed the first upgrade. In order to meet all the entrepreneurial needs of the early stage, Xu and his team tried a cup of coffee to build an entrepreneurial service ecosystem. This system includes 3W incubators, communication, Eagle College, Lagou. .

On May 7 last year, 3W Coffee ushered in a special guest. Waiter Liu Wei gave a special "Golden Circle" vanilla cappuccino to Prime Minister Li Keqiang. This cup of products, which was later called "Prime Minister Coffee", made 3W coffee a business card for Zhongguancun Venture Street. Got the spotlight.

“One day in advance, we received a team of about 20 waves.” The order was also covered at the time. After that, I asked the staff of the Prime Minister’s office, “Why did the Prime Minister choose to come to 3W coffee?” The answer was “Pre-Prime Minister” I came to Zhongguancun Venture Street twice and decided to come here."

Xu Dandan was red again. In more than a year, two times the Prime Minister met, eight times on the news, more than 10 provincial and ministerial leaders visited and investigated, and many local officials came to visit and opened a free space. Free resources, even subsidized slopes and other rich conditions, want to pull 3W coffee to open the incubator "store."

"Reducing the cost of trial and error"

It was in 2015 that the domestic space creation (joint office) has arrived, and the “table” economy has attracted a lot of support. It has even become the preferred direction for real estate entrepreneurs.

In the spring of 2015, Mao Daqing, the former senior vice president of China Vanke, made a decision from “1 to 0” – leaving the company to establish a joint office project. Pan Shiyi also played a face-changing, he regarded the transformation of SOHO 3Q as the second venture.

At the time when the "Prime Minister's Coffee" was the most prosperous, Xu had chosen not to move. Prior to that, the 3W incubator had already received the A round of financing given by Jingdong Financial of Liu Qiangdong. If the order was to be expanded on a large scale, it would be no shortage of people.

Later, Xu recalled this time, he admitted that he had not thought about it at the time. In the past, the single-handed 3W incubator was actually equivalent to a small joint office, but he did not expect to chain it and open up a lot of space. He still insists on the direction of entrepreneurial service. Mao Daqing's excellent guest workshop has been looking for cooperation on several occasions.

In November last year, Xu’s order began to re-think. He dug up people from SOHO and other developers to work on his 3W space business and prepare for a big job. At present, the 3W space tentacles extend to 10 first- and second-tier cities, providing nearly 5,000 stations.

“After five years, at least 30% of Grade B office commercial real estate in China is co-located. This trend is irreversible. If the time is 10 years later, the ratio will be enlarged to 40%-50%.” Xu said that 3W may not be able to achieve the industry's first, but is confident to do the top three, the top four, the top five.

But at this time, the creation space is already a bloody sea. In the “Twelfth Five-Year” Science and Technology Innovation Achievement Exhibition, the Ministry of Science and Technology announced a set of data. Up to now, there have been more than 2,300 various creative spaces in China, and more than 2,500 technology incubators and accelerators, totaling nearly 5,000. In the first half of 2015, there were less than 70 large-scale creative spaces in China.

Behind the prosperity, there are often mixed voices that are unsustainable. Since the beginning of this year, many of the creative spaces in the first-tier cities of Guangzhou, Guangzhou and Shenzhen have closed down because they cannot afford rent. Taking Beijing as an example, in the occupancy rate indicator, the average occupancy rate of Zhongguancun's collective creation space is 60%, and the Wangjing area is about 50%.

The competition in the creation space is becoming increasingly fierce, and large spaces such as Nash Space and Youke Workshop are beginning to unite. The industry is welcoming a new round of reshuffle. How do you prove the possibility of 3W space in the new track, how to challenge Mao Daqing?

"Space economy is a marathon that tests endurance. It is not a better ability to rush than to run, but a comprehensive consideration of strategic vision, service ability, and operational capability." The single ticket is the "service card", which is different from the real estate faction. Resource thinking, he believes that to complete the user experience, can reduce the cost of trial and error.

Profit logic

After experiencing various MVP experiments in the 3W incubator in the core area of ​​Beishangguangshen and Shenzhen, and trying to self-operate, cooperate, incubate, operate and export various modes, Xu will open the drama of “self-operating + cooperation” in 3W space.

“I hope to eventually become a hotel management company, not a holding company.” Xu said that 3W space currently plans to develop 10-20 direct flagship stores, establish standardized operation services and space management systems, and strengthen brand advantages. Then, in the national key first- and second-tier cities, thousands of chain stores will be developed. The model can include operation and joining.

Space business, like all businesses, creates imagination and tests operations. For the capital that comes from profit, you need to listen to the story, and you need to tell him where your profit logic lies. The order is to prepare the answers to these questions for the 3W space: What is the income structure and what is the valuation basis? How to protect growth funds? Is the adsorption resource stable?

This is a short-lived venture capital issue that has become familiar with the three major aspects of pricing, financing and venture capital.

He is ready to settle in two aspects. "Joint office as a commercial real estate itself can make profits, and rent is big. But the existing commercial real estate lacks a logic of maximizing efficiency. For the joint office model, the venue is The table is rented out, and the work has just begun. The essence lies in service, because another source of income lies in value-added services."

However, how to add value to services, before making a scale, making money through services is only a dream. The order is not rumored. Most of the value-added services in the industry are still only conceptual, but at least Lagou.com has taken a substantial first step. “After all, the recruitment cost is what any company is naturally willing to pay.”

Xu has to develop his business in the field of excellence and carry out vertical and vertical development. He has been pondering how to self-itate and tends to focus on the joint office itself. There are two purposes, scale effect and service closed loop.

Wolf to Tai Chi

The 3W space continues to grow, and I think a lot about how to implement the control.

There are two rows of books on a shelf in his office. The Innovator's Dilemma is the one that has the greatest impact on the order.

In China, the important thing for a startup to enter a safe area is to run fast. Bao Aile, a partner of Xu Dandan, recalled that 3W and Lagou started the "Wolf Culture" at the beginning of the establishment, running at a very fast speed. Several founders were working in seven days, and no one had passed before 11 pm.

"In the early days, the company thought about it quickly, and made money and thought it was super strong." Among the three co-founders, Bao Aile and Xu Dandan are still single, "the more single-minded, the more invested, the more single."

Xu single found that "the company is bigger, dozens of people to hundreds of people, the previous strength is not enough." Also like the start-up team, it is not possible, except through shareholding rewards, resources In addition to the pool and the necessary promotion system, the single order should be combed for team building and 3W culture, paying time cost and trial and error costs.

Before you lead others, you must manage yourself first. Xu alone found two teachers. He went to Laozi’s Tao Te Ching 2500 years ago to find the wisdom of being a man and a company. It is not difficult to understand the miraculous behavior of Xu’s single bill: after the round-trip financing of the hook, the order is gone. Huangshan’s “Peak Valley” was celebrated in a week.

In the past, the “Ma Yun Chicken Soup” filled with the entire shelf of the airport was once regarded as a “nonsense of successful people”. Rereading Ma Yun from the perspective of managers, Xu has begun to have a sense of identity. He signed up to Lakeside University this year to study the Taiji theory of Ma’s principal Ali. “What we need now is balance and relaxation.”

In private, Xu is a thin and boring literary young man who will blush when talking to a female colleague, but will also buy lilies to accompany him to work. He developed the 3W coffee product and named it "Coffish". It is taken from the "Zhuliang's Debate" in the "Zhuzizi", "Is the fish, the music of Anzhi?"

On the poster of "Fish Fish Coffee", Xu is making a cup of hanging ear coffee, and his mind is focused. His current small vision is: work should be as beautiful as life.

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