(Chinese Version)

　　Recently, Chinese shared bike industry leader Mobike announced to partner with restaurant brand Wagas café to set up mobike themed restaurants. The pair has already opened the Mobike Wagas restaurants in some major cities in China, including Shanghai, Beijing, Guangzhou and Shenzhen etc. Not long ago before Mobike’s announcement, JD’s CEO Richard Liu officially announced that JD will set up one million convenience stores in the upcoming five years. It seems all of sudden, shared restaurant and shared convenience store have also become a hot trend for the capital to pursue. It’s exciting to think about what would be the next hot trend in the sharing economy.

　　Wagas is trending

　　Without a doubt, Wagas has garnered a great deal of attention with its cooperation with Mobike. Mobike has always been a company that bears great social responsibilities and an influential brand image. Mobike offers a greener and more convenient short-distance commuting alternative. Its stationless shared bikes allow users to park anywhere and anytime when they finish commuting. Users are no longer restricted by parking stations and the lack of shared bikes around. This innovative model makes Mobike a constant hot topic in both the business world and on media.

　　The cooperation with Mobike helps Wagas gain more PR opportunities, which proves to be an incredible useful branding resources for Wagas. Wagas took up this opportunity to expand in China quickly, realizing its brand value, increasing its company valuation and company scale all at the same time.

　　But is Wagas and Mobike’s themed restaurant a fitted cooperation in terms of their brand value? Do they share common targeted audience? Will they produce maximum value?

　　Wagas and Mobike’s brand positioning, brand culture and targeted audience

　　Wagas and Mobike’s brand positioning and brand culture

　　Wagas is a chain restaurant that serves western food such as sandwiches, pasta, salad, cake, fresh juice, and coffee etc. It’s founded in Shanghai in 1999 and wants its customers to “eat well, live well.” Wagas provides a dynamic dining environment that is suited for both quick business lunch and lazy long afternoon tea, targeting both local Chinese and expats. At a Wagas restaurant, Chinese diners can experience western culture and fashion.

　　Mobike, on the other hand, is a shared bike provider that helps people with short-distance commuting in the city. Mobike’s stationless bikes help ease the congestion and reduce environmental pollution.

　　According to Mobike, its bikes are expected to function without repair for four years in ideal state. The bikes are produced with SC-7000 aluminium alloy, which is a frequently-used material in aviation with a strength of extension of 650mpa. The bikes are equipped with plastic-stuffed non-pneumatic run-flat tires. Mobike also uses KMC bike chain and installs the bikes with GPS device and sensors, as well as SM card. Mobikes are incredibly cool just to look at. Users can unlock the solar-energy powered smart locker on the bike via a scan with their smartphone. Mobike charges its users ￥1 per 30 mins, which proves to be highly competitive in the market.

　　Wagas generally chooses robust CBDs to set up its restaurants, including Beijing’s Sanlitun, Kerry Center and ViVa Beijing, and Shanghai’s Grand Gateway, Jinqiao, Hongqiao airport, Kerry Center, and Lujiazui etc. Wagas chains are all decorated in gray and white colors, which is quite mainstream in the west. The tables in Wagas are coffee brown, radiant with warm and cozy atmosphere. Wagas chains also offer vast dining space. In comparison, Mobike is just, mobike, without a set operation space.

　　Wagas and Mobike’s pricing and targeted audience

　　Wagas is not a cheap place to go for quick meal. Its cheapest single order is still ￥32 and the customers of Wagas spend ￥60 to ￥70 on average at Wagas. The profile of Wagas’ customers is successful individuals with an annual income of ￥80,000, company leaders, entrepreneurs, or blue collars with high income. The customers are usually under 40 and labeled as foodies who love fashion, traveling and brand names. They don’t hesitate to spend money on expensive things. And they generally commute by taxi or own a car.

　　In contrast to that, Mobike only costs ￥1 per 30 minutes. Mobike solves the last mile situation and caters to users who love biking and exercise. Its use scenarios include subway stations, bus stations, communities, and work places etc. Its users are mainly under 30. They are labeled as young people who love fashion and biking, and who relatively save money. In other words, they are more of the low-end market customers. In this case, Mobike mainly serves white collars and students.

　　Mobike’s market and user mentality