HIGHLANDS COFFEE - 20 NĂM ĐỂ GẮN KẾT NIỀM TỰ HÀO ĐẤT VIỆT | Câu Chuyện Kinh Doanh

How many of you want to go to the Highlands? Welcome to the Boba Gấu Academy. In this episode, let's discover together the business story of an attractive brand not less than the core of Đặng Lê Nguyên Vũ. In the present day, I would like to introduce you to Highlands. The founder of Highlands is named David Thái, full name is Thai Phi Diệp, born in 1972 in a family living in the South Vietnam. At the age of 7, David Thai and his family left Vietnam to live in Seattle, Washington, USA. If you're in a good mood, you'll be in a completely different country. Of course David doesn't like living in a house like this. With his limited English, he feels lost in the land of his visitors. What's my source? The questions that keep raising in your young boy's mind make him decide to look for the source. In 1996, after graduating from the prestigious University of Washington's Business Administration, David Thai returned to study at the Vietnamese language scholarship program of the University of Bách Khoa, A university located right in the center of Hanoi. Also during this time, with $1,000 in assets recovered from the U.S. side, David Thai is with another friend who is trying to open a cafe called Eau Lac, which is near the Hoan Kiem. First, to save money, besides spending time researching the formula for phaeophylline, David also takes care of all the business operations of the restaurant, from the car, the service to the laundry. Then, David Thai's business started to look up. The table is clean, the view is beautiful. The line has to be called the N.N.N. Even, sometimes the restaurant operates at full capacity but still not enough to serve guests. Thinking that Lạc will help David Thai build his own base on the land of Hà Thành. But no. Seeing the store as soon as it opened, David's friend started to turn around and go back to the bar. This caused David to flee the capital. Not sitting in front of his fate, David Thai decided to get up and do it again from the beginning. This time, David Thai decided to research and change the recipe for coffee. He didn't follow the path of other companies that incorporate Robusta, A type of coffee bean commonly used for Vietnamese coffee along with a type of coffee bean that is completely new at that time called Arabica To create a coffee flavor that is fragrant and unique. Besides, in order to realize his ambition to become the greatest thing about coffee, David Thai has built a private training centre for human resources with strict standards From the way it's made, to the way it's served. In addition, he also established a coffee processing center to experiment with modern machine systems. To ensure absolute quality from the choice of raw materials, sample control, warehousing to the factory and packaging. Have enough soldiers in hand to avoid going into the building for the second time, David Thai is still learning about business law. From the procedures for setting up a company, the policies to support business in Vietnam to finding a rental location. In 1998, when the Department of Planning and Development agreed to set up a business, The company shares in Vietnamese Thai International VTI do David Thai as the official owner of the company. The initial aim was to sell the coffee products called Highlands to local supermarkets, hotels and restaurants. Highlands means mountain, referring to the colorful highlands of Vietnam and is called the best coffee growing place in the world. Through that, it's possible to get the best coffee from your place. Highlands means mountain to us, Entredix means "investment application" for the purpose of life. The interface is easy to use, the electricity panel reflects the market instantly. The entry is a reasonable choice for investment in securities. I'll open an account right here in the description section. And now we'll see together. In 2002, David opened the first coffee shop in the Highlands, is located at the Metropolitan Building opposite the Cathedral of Đức Bà in Ho Chi Minh City. As soon as I saw it, Highlands Coffee was a phenomenon. If at the time, most of the cafes in Vietnam were mainly grass cafes, The Highlands is run in a very mobile manner. All to ensure that customers do not lose time waiting, Just enjoy the coffee. Also, in the Highlands, when you call, customers will get a serial number. When the drinks are ready, the staff will deliver the drinks to the place. Usually this process proceeds very quickly, Wait till 10 minutes, here's a look at the first model of Western-approved coffee shop in Vietnam. Good thing, this tan quickly became a favorite of the customers. In the following years, the Highlands stores began to grow as a niche in Vietnam. In turn, 1, 2, and 3 stores have been opened in Ho Chi Minh City and the surrounding areas. Also, as of 2010, David Thai's Highlands has welcomed over 5 million visitors and serve more than 4 million cups of coffee to customers in 80 stores in all provinces The Commission has also adopted a number of recommendations on the implementation of the new rules. So what made the Highlands so popular? You must be the first to arrive. Thanks to the excellent quality of the coffee along with the menu of all kinds from traditional to modern, Highlands Coffee has attracted a large number of customers, especially the office workers. In addition, Highlands Coffee is also very focused on the surrounding environment. The shops are usually mainly located in beautiful locations such as shopping centres, The office buildings, the apartment buildings. Generally speaking, no matter where you are, everything is geared towards convenience. easy to find, increase brand awareness and brand awareness for users. Besides, the air in the Highlands is also a contributing factor to the brand's success. They're bringing experiences to customers that aren't open to anyone. Here, customers always have the feeling of needing to go, but they're very subtle and sophisticated by the open space. Even some places still have large garden areas, The hotel is open for guests to check in and stay for coffee. The coffee is a little too hot. But, to get as many customers as currently, Then you must talk to the product development strategy called Kiêng Ba Chan of Highlands Since Vietnam, there is still no concept of brand building. As you can see from the menu of Highlands Coffee, Customers are usually attracted by the variety of beverages. Here's the man you just chose. To the Highlands Coffee actually only consists of three main groups. First there's coffee. But speaking of coffee, don't forget the coffee session here. It's called the top of the hill. I'm not drinking coffee. What are the two types? It's a word. If coffee isn't the perfect choice, choose tea. But remember, it's called a gold coin. If you don't like tea, it's cold. Freeze green tea in the Highlands Coffee is just called my tea. If the three of you are not satisfied, step aside. Generally speaking, instead of focusing on developing new products, David Thai based on the needs and tastes of most customers to put all my energy into building a long-term marketing strategy. Look around for three products of this bestseller. 3 product. 3 main groups. 3 different flavors. You can easily find pictures of these products everywhere. From the commercial, TVC, to the Highlands poster. This strategy not only helps the brand to satisfy all the needs of the customers, But it also helped David Thai shape the core product for Highlands. Next to the king's feet, That's the peace. By reducing the price of the product to a level commensurate with the pocket of the general population. This has caused the Highlands to gradually change in appearance From a high-end coffee brand, I'm going to sing for the presidents, businessmen. or those with high income become a brand that is closer to and serves all classes of customers. The factors mentioned above are part of the success of Highlands. They developed quickly and opened their first store abroad. A multinational corporation of the Philippines. The boxes are standing on the success of the brand as Jollibee He gave $25 million to buy back 49% of Highlands, 49% share of Viet Thai and 60% of the group's business in Hong Kong. One year ago, this corporation bought 51% of Highlands, becoming the sole owner of Highlands Coffee. In 2013, Highlands Coffee focused on improving product quality. by launching a variety of new products, in line with the tastes of Vietnamese consumers. At the same time, in order to gain an advantage over competitors, The company also started to focus on media marketing. through attractive promotional and discount programmes As gift voucher when you buy goods, season 3 gift 1 There is a special programme for individual soldiers, Free upsell from any number of community networks, Where people pour Jollibee couple long, connect me The boat from this store is upselling for free. Thanks to an effective approach, product quality and reasonable prices, Highlands need to hold the market like Vietnam in their hands. The brand is becoming more widely known, sales are increasing. In 2019, Highlands Coffee made a turnover of 2.146 billion won. It accounts for 18.1% of the market share in the coffee sector in Vietnam. Currently, Highlands is one of the most famous coffee brands in Vietnam. With over 600 stores across the country. In addition, they have more than 39 stores abroad like Philippines, Malaysia, Laos, Cambodia... A few years back, the Highlands were having some sort of debt-free front, The staff is throwing out drinks, toiletries and stuff. But we can't deny that, David Thai's Highlands has gained a certain place in the F&B industry. From a man who still loves his country so strongly, He always tried to stop, trying his best to bring Vietnamese coffee to the world. This same thinking has contributed to Highlands being as successful as it is today. Thank you for watching all our clips. What should your wife do about the next story? Leave a comment below to let us know! See you next week.