There are only 28 cat shit cafes in China. Wuhan plans to open more than a dozen in the future.

268 yuan, you can eat 76 bowls of hot and dry noodles worth 3.5 yuan, and the boss needs change; you can choose a "sea meal" in similar medium-and high-grade cafeterias such as Golden Leopard, Golden Shark, Shangjing, etc.; you can also lie in a beauty salon for two hours to make a living; however, some people take this 268 yuan to drink a small cup of top coffee and taste the luxury on the tip of the tongue.

Current situation

Wuhan "cat shit" can't sell one jin a year.

When Kopi Luwak opened in Wuchang South Shouyi Hui in 2011, Peng Fang claimed to be the first person to bring an upscale cat shit store into Wuhan. Now she is the city manager of Wuhan Kopi Luwak Co., Ltd.

According to Peng Fang, Kopi Luwak, also known as civet coffee, is a kind of arboreal wild animal commonly known by Indonesians. The civet eats the ripe coffee fruit, which is excreted by the digestive system. Workers extract coffee beans from their feces and process them into Kopi Luwak. After the musk cat intestines and stomach fermentation process, the coffee beans have a magical change, the brewed coffee flavor is unique, particularly mellow. However, because of its limited production and fine production, its price is very high, so it has been listed as one of the luxury goods in the world.

In Peng Fang's store, a small cup of Kopi Luwak sells for 268 yuan, about 200ml. There are also cat shit coffee powder packaged in wooden boxes. The price of 40g is 888yuan and that of 200g is 2688 yuan. Both are equipped with a separate set of equipment.

In the eyes of coffee connoisseurs, Kopi Luwak is undoubtedly the top enjoyment of coffee. At present, there are two cat shit coffee shops in Wuhan, and the other is in Xudong. However, the sales of both stores are not satisfactory.

It is understood that the annual sales of Kopi Luwak in Peng Fang's store is less than one jin, and there are only a few customers who enter the store to consume a cup of Kopi Luwak worth 268 yuan.

Peng Fang told reporters that there are 48 cat shit coffee shops in China, and Kopi Luwak sales are better in Shanghai. A local cat shit coffee shop has a turnover of more than one hundred thousand yuan a month.

Merchants:

Plan to expand against the market

More than a dozen branches

Sales are not good, Peng Fang believes that it is not that people in Wuhan can not afford to consume, but that consumers' awareness of Kopi Luwak is not high, and the location of the primary store is relatively partial, which has not attracted everyone's attention.

It is understood that people who consume Kopi Luwak in Wuhan are mainly gold and white-collar workers, generally between the ages of 28 and 50, mostly women, their economic conditions are good, they have a certain understanding of high-end foreign products, and have personal preferences and taste.

At present, Peng Fang is choosing a location in other parts of Wuhan, preparing to open another branch. Asked about how many branches she opened, she said it might be "a dozen or so."

The reporter saw on a food review website that out of the store's 36 reviews, only three people said they came into the store to drink Kopi Luwak, while another seven people said they wanted to drink Kopi Luwak, but they "gave up" because the price was too high. Others tend to consume regular coffee drinks.

Experts:

Lack of "show-off function"

Cat shit doesn't sell?

The high price is the reason why many people do not accept cat shit. Miss Liu also likes coffee, but she thinks it's not cost-effective to spend thousands of yuan on coffee. In contrast, she prefers to choose something practical and lasting. "I'd rather add some money to buy a brand-name wallet that will last longer. Friends can see and save face."

In addition to the price, the special method of making Kopi Luwak has also been questioned by many people. Mr. Hu, the consumer, thought: "it's animal excrement anyway. I feel sick when I think about it. I certainly won't drink it."

Mei Zhigang, a professor at Central China normal University, believes that it is difficult for high-end coffee to compete for brand-name bags, which is related to the public's immature consumption concept. Kopi Luwak is a niche high-end consumer goods, compared with brand-name bags, its show-off function is not obvious.

"drink a cup of expensive coffee, no one can see it, can only feel its taste, its intrinsic value is more complete, but its show-off function is difficult to achieve." Mei Zhigang believes that the mature consumption concept of luxury goods should pay more attention to the individual's unique experience of consumer goods and feel its inner high-end and exquisite enjoyment, rather than to show it to others.

(responsible Editor: Leo)