She is an eye-catching female guest on the stage of "You Must Be", and her intelligent and approachable workplace comments have made her an "idol" in the hearts of countless young people; She is Coffee Wings The founder of, created a coffee restaurant brand with more than 100 chain stores in the country. She is called "sister", not only because she is a standard "white, rich and beautiful", but also because she has an innate talent for beauty: she has never learned design, but can match the clothes in the display cabinet in a fashion; Not able to cook, you can provide fresh ideas for dishes with intuition.
Yin Feng, a post-70s career woman, has countless sweaty persistence behind her shining face. For her, life is full of challenges, and she is never afraid; Dare to work, tireless, this thin figure has never stopped moving forward.
When he was young, Yin Feng used to look forward to his future in this way: in the afternoon, the warm sun shone through the glass window into the desk, made a cup of coffee, opened a favorite book, met a close friend, and had a good time. Now, the dream is still the same, but he has become a dream caster.
In Yin Feng's mind, Coffee Wing is not only a restaurant, a coffee shop, but also a space for people to communicate freely. More and more people go into Coffee Wing to enjoy her dream. She herself is willing to be a conscientious cook and give others sweet wedding clothes.
Food enlightenment: mother's taste
In childhood, my mother was an authentic gourmet who could change ordinary ingredients into exquisite food. Mom is very strict with food. She selects carefully the ingredients and makes every effort to process and cook well. No matter the dishes are complex or simple, my mother never ignores a detail. It takes several hours to make a pot of chicken soup. The crystal round longans and full sweet dates are mixed in the chicken soup and simmered slowly over a small fire. During the cooking process, the oily water floating on the surface is scooped out again and again until the sweetness of red dates and longans is slowly melted into the soup, and the light chicken soup becomes thick, sweet, and has no greasy taste. Although she is a genuine Xiang girl, her family is not a "heavy taste" dominated by spicy food. On the contrary, her mother's food is typical of "small and fresh": beautiful colors, rich and balanced nutrition, and lily and pumpkin are often paired together to become regular guests at the table. What I like is the meat stuffed buns made by my mother. The thin noodles are full of fillings, and with home-made soymilk, they are praised by Yin Feng's brothers and sisters. Influenced by his mother, Yin Feng fell in love with food when he was young. Her taste buds have been "trained" by her mother to be particularly picky. Only by giving consideration to the beautiful appearance and delicious taste can she win her heart. She doesn't like thick, greasy and heavy taste, but prefers nutritious, healthy and fresh food. "Sense of form" has become an important criterion for Yin Feng to judge food. However, his mother's pursuit of exquisite life and attention to food production have had a profound impact on Yin Feng's future work and life. Although she loves food, she pays more attention to where to eat and with whom to eat, otherwise, the most delicious dishes will be tasteless.
New to the workplace, showing his sharp edge
When she was in college, Yin Feng stayed in Hunan because her mother was reluctant to let her go to other places. She studied international trade at Hunan University of Finance and Economics, which was popular at that time. In the department, she was very young but had good grades. After graduation, he was assigned to Hunan Foreign Economic Commission to engage in import and export trade.
However, Yin Feng, born with creativity and challenges, soon became dissatisfied with his nine to five life. When she was at school, she always liked to read the 21st Century News, and the concept of "chain" in the newspaper attracted her. At the end of the 1990s, the chain business model was still a new business model in Hunan, so Yin Feng found a girlfriend and chose to join Italian Florence Women's Wear. During the decoration of the store, Yin Feng found that although she had never learned design, she had countless fresh ideas, and had an aesthetic talent: the choice of colors, the matching of fabrics. She would always be more sensitive than others to capture the moment of "beauty". When the same clothes are displayed in her shop window, they are always more delicious than the standard version of other clothing stores or companies, and more attractive to customers. Yin Feng immerses himself in his new work with great interest, and keeps trying new schemes, new combinations, and new designs. Unexpectedly, the store she opened with her friends has really earned a lot of money over the past year.
Because of her work, Yin Feng often goes abroad. The love of Europeans for coffee shops deeply infected her. As described in the novel, "I am not in the coffee shop, but on the way to the coffee shop", the coffee shop has become the third space outside European homes and offices, and is a basic social platform between people. "Quiet, free, relaxed and comfortable, I fell in love with this style and lifestyle". Yin Feng had a premonition that with the progress of urban civilization, such a leisure and fashionable gathering place would also be needed in urban life. Because of this idea, Yin Feng hopes that his clothing store is not only a place where you can buy beautiful clothes, but also a space with style and interest in life. People are willing to come here, even if they come in for a while, they will feel very atmosphere.
At that time, the women's clothing store in Florence, Changsha, was a unique landscape. There was a small blackboard at the door, which said "You never alone", meaning that you would not be alone. There are decorated small objects, small frames made of street photos of Yin Feng and his friends wearing their own clothes, as well as tea tables and sofas for customers to rest and sit idly. The clothing store has integrated a more petty bourgeoisie and leisure atmosphere and attracted more customers. In just four years, Yin Feng joined from a single store to become the general agent of Florent women's wear in Hunan.
It's my pleasure to join the western food industry
While doing well in the clothing chain store, Yin Feng had a new idea in his mind. The creative space that joining the clothing store can give her is too limited, and it seems that she can easily succeed. She hopes to engage in a more challenging job. In life, Yin Feng likes to get together and chat with a group of friends. He Jiong, Weijia, Wang Shuo, Liang Qin, Ma Ke and so on are all her friends in her circle. People often eat together, watch movies, go to bars, and chat when they do more. Mr. He said that Yin Feng was very impressed. Time should be wasted on beautiful things. In Yin Feng's mind, it is a good time to be with like-minded friends, and the coffee shop is such an ideal space to chat and communicate with like-minded friends. There are already small sofas and tea tables in the clothing store, which can be used for coffee and casual gatherings with friends. It's a bit like a coffee shop, so why not make your own?
With the first beautiful vision, Yin Feng decided to give up the operation of clothing chain stores and turn to a coffee shop. According to her previous experience, she chose to start from joining. "At the beginning, the idea was very simple. I thought that if I invested a sum of money, I could enjoy the afternoon, a cup of coffee, a book, and a group of friends chatting happily every day in the warm sun." But the reality is far less simple than imagined. Compared with the clothing industry, which has unified products and relatively streamlined business model, the catering industry is full of fresh challenges, The big difficulty facing Yin Feng is management.
Yin Feng boldly started an attempt at a coffee restaurant. What should I do if I have no experience and do not understand management? Yin Feng decided to "learn from classics". In order to adapt to this new field as soon as possible, Yin Feng went to Guangzhou to learn authentic business management. This systematic study is actually an experience and transformation: she should wear the working clothes of waiters every day like a real intern, and engage in daily work like ordinary employees.
As a real shop assistant, Yin Feng realized that the western restaurant with petty bourgeoisie style is full of countless efforts and sweat. Yin Feng was almost tired of working as a waiter on the first day. From morning to night, she shuttled non-stop between the front desk and the back kitchen, and had to keep smiling at customers all the time. When she arrived at the hotel at night, she found four blisters on her feet. At that time, she felt extremely aggrieved. The good boss refused to do it and had to suffer this crime. But when she woke up the next day, she still stood in the restaurant full of energy. Since she came, she had to get the scripture to go back. One month in Guangzhou, Yin Feng paid attention to every detail of the store while working. What kind of dishes sell well? What management methods motivate employees? This "undercover shop assistant" also took the opportunity to communicate with customers and get first-hand feedback from the market. In this way, a month's experience was not in vain. Back in Changsha, Yin Feng combined the experience of learning in Guangzhou with the local conditions in Changsha, which made this large and eye-catching 1600 square meter coffee restaurant in Changsha come true.
Challenge yourself to create "Coffee Wings"
"After starting my business, the big challenge for me is: I am not the coffee wing's enjoyment, but I have become its creator, laborer, and behind the scenes messenger. It is impossible for me to stop and enjoy in the coffee wing. My spirit is highly sensitive and nervous at any time, and it is a professional way to discover the advantages and disadvantages of management."
In 2003, Yin Feng officially started to create his own coffee shop, the coffee restaurant called "Coffee Wings". The reason why it is called "Cafe" is that Yin Feng has a unique positioning and understanding of his coffee wing. At the beginning of its operation, Coffee Wing was regarded as a "freak" by people around it, because it took into account both the functions of coffee shop and western restaurant. At noon and evening, it is a fashionable restaurant, and in the afternoon and evening, it becomes a leisure cafe. Yin Feng has considered this attempt which is not promising. "I have studied economics. This staggered period operation mode has great marginal benefits. In the case of no significant difference in input costs, compared with similar stores, coffee restaurants have four operating periods, and the operation will be doubled."
With creativity, food, social circle and cultural symbols, Coffee Wing has quickly become a popular leisure and cultural place in Hunan. In Yin Feng's words, "Coffee, fruit juice, cake, fruit, Chinese food, western food... There are all kinds of delicacies that white-collar workers can think of here, all of which are delicate and fresh. In addition, here provides you with a space and an atmosphere that allows you to communicate with your friends heartily."
In addition to the environment, Yin Feng's taste and requirements for food are also high. She found that Changsha people have unique needs for food tastes, so she and the chefs started to create "improved food" suitable for the local. Originally from the slightly sweet taste of Japanese cuisine, Diaoshao Squid Tube was suggested to be made into spicy juice with Laoganma, red pepper and green pepper, which not only retained the unique shape of the crispy squid ring, but also created a taste; The braised cuttlefish originally from South Africa tastes too light. Yin Feng paired it with the stinky tofu of Rongyuan, black and white, and then sprinkled with chopped peppers to form the popular braised cuttlefish with yellow sauce and stinky tofu.
In addition to creating dishes, there is also a signature dish in Coffee Wing - fruit salad. Yin Feng wins in the quality of this seemingly ordinary dish, because each fruit salad uses fresh fruit. When choosing watermelon, we should "open the melon for inspection" on the spot. If the sweetness and quality cannot be reached, we should return it immediately. This will naturally cost more, but this is also Yin Feng's basic requirement. At Coffee Wing, there is a high price of its own technology, because each dish has strict material selection and production standards, and a 50 page table of dining specifications can sell for 200 discounts per page.
Dream to set sail and spread the wings of "wings"
Now, Coffee Wings has gone out of its base camp in Hunan and started to try to establish branches in many places across the country. In recent years, it has taken a more solid step. Since 2012, Coffee Wing has begun to consider moving its management headquarters to Beijing, which is a starting point for the national strategy.
2013 is the year when Coffee Wing has not opened its own direct stores for ten years. This year, Yin Feng proposed a new idea for the development of Coffee Wing: introducing franchise stores and expanding business. Over the past few years, with constant exploration and attempts, Coffee Wings has accumulated a set of operational system that can be implemented. In addition, he has made successful attempts in chain operation. Yin Feng has turned Coffee Wings into a chain model that can be opened to franchise. This year, 50 partners of franchise stores were added to the family of Coffee Wing. For Yin Feng, this will be another challenge: the transformation from a direct store to a chain store, the management method, and the assessment mode are all qualitative leaps. Her solution is "scientific management, data operation, not simple human investment".
Although Yin Feng is no longer a "female store manager" who has just entered the workplace, as the "boss", he can't stop for a moment, and he works more than ten hours every day. To prepare for the opening of a new store, to participate in the research and development of new products, to record TV programs, and to spend time with the two young boys at home, Yin Feng's schedule is particularly rich. At the moment, she is still sketching the decoration in the new store of Mini Wing. Next moment, she will taste dozens of bread and steak from all over the country with several senior executives, and select delicious new products.
In 2014, Coffee Wing launched a new mini wing for younger and more fashionable people, striving to create a high-quality living space that meets the different needs of different people. For this beautiful vision, Yin Feng and her coffee wing are opening their wings and walking!
