從品牌及顧客觀點看85度C在上海的發展 / 85°C Bakery Café’s successful story has been described as a miracle in Taiwan’s economy. “5 star quality at affordable price” is the slogan firstly revealed to the public in the industry and it is indeed attractive. In merely 5 years since the first store was established in July 2004, 85°C is now the largest coffee chain stores in Taiwan with 420 stores worldwide, covering Taiwan, Australia, China and USA. This case study is to research on its development in Taiwan and the expansion in China, which was considered the biggest opportunity and major source of profits of the company. The concept of “bakery café” is a convergence of coffee shop, bubble tea house and bakery for bread and cake. This business model does help eliminate unnecessary waste of materials and “fast-moving, short life-cycle” finished goods – mainly bread and cake; it minimizes the costs of materials and operations to realize profits. After 2 years in China, 85°C made another successful story. As of the end of 2009, 85°C has nearly 90 stores in China, mostly in Shanghai area. Its first store in China was set up in Shanghai by November 2007; I happened to be relocated in Shanghai since then and had the chance to see how it grew in such a highly competitive market. This study also presents the results of the street surveys performed in October and November 2009, with an attempt to understand the reasons behind the success. Based on the demographic profiles of 68 participants from the streets and my observation, it is clear that “5 star quality at affordable price” and “originated from Taiwan that beat Starbucks” strategy works perfectly fine in Shanghai even though the analysis demonstrated that 85°C and Starbucks are actually in different market segments. However, 85°C does create a niche market of profitability through the convergence of café and bakery.