Starbucks' conspiracy: why don't so many cafes make money?

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Although the time to enter the coffee circle is not long. But what I see and think, I have some ideas of my own. I'd like to share it with my friends who like coffee.

All right, let's get down to business. More and more people have opened cafes in the past two years. At that time, the four tacky cities opened cafes, resigned to Xizang, Lijiang opened inns, cycling 318, has been realized by more and more people.

Many cafes in ☞ don't make money.

But it turns out that many cafes don't make money. Not only the rich second generation does not make money, but even people in the industry do not make money. I bet eight of the ten people who run the cafe are losing money, and the other two make ends meet by selling other things.

Would you be surprised if I told you that coffee is losing money with you? Why do so many people lose money and can't stop everyone's courage to open the library?

Because there is a benchmark to make money, but also made a lot of money. What makes countless people jealous, this benchmark is Starbucks.

Starbucks has made a lot of money since it entered China in 1998. When you go to Starbucks, you don't have to wait in a long line to buy a glass of water worth more than 30 yuan. This is absolutely profiteering, ah, just such an impression, caused everyone's misunderstanding.

Compared to a price in 1999, the price of a Starbucks cup of Cabo was 22 in 24 over 26. Now, uh, the price has gone up by 5-7 yuan in the 27th big 30 over 33.

Do you think the price has gone up too much? Think back to your salary in 1999. I remember my father's salary was 600 yuan and my mother's salary was 400 yuan. It took more than 6w for the whole family to buy a suite after eating.

Now, although the salary is thousands of yuan, it is really moonlight after eating and drinking. I can only say that the house is egg-bearing. It can be seen that the 22 yuan in that year is not the average level of consumption.

Looking back at that time, the crowd at Starbucks could understand that it was either a foreigner or a gold collar, and all the people who went there had a notebook for discussion.

There's a girl at Starbucks. There is absolutely nothing to say about the quality. Why? Because only these people went to Starbucks at that time. Only these people understand what Starbucks does. In the 16 years from 1999 to 15, the price of Starbucks has risen by only a few yuan, while the average wage has increased by 8-10 times.

In fact, it is not that we can afford to drink Starbucks, but that Starbucks is becoming more and more civilian. But all this is done quietly, because it is positioned as a civilian drink in the United States, and it is easy to do in China.

However, without the exorbitant profits of that year, it left everyone the impression of profiteering. In fact, it was small profits and quick turnover. Those who know the coffee industry can understand how small profits and quick turnover I am talking about here are.

For those who do not know, I would like to say a few more words here, and we all understand the profits. Price-cost = profit. How much does a cup of coffee cost?

Even if you don't know the price of coffee, you should know the price of milk. Starbucks costs 18 yuan for a medium glass of milk. How many cartons of milk can you buy for 18 yuan? If you charge 10 yuan for a carton of 1L milk. The profit of making three cups of hot milk is 44 yuan. This is not profiteering. What?

This is the logical theory of ordinary people. In fact, the proportion of material costs in coffee shops is very limited, and the high price sold in coffee shops is mainly the cost of rent, electricity and electricity. Manpower cost, decoration cost and equipment cost.

You have to sit in a coffee shop and drink comfortably, and ask for a good environment, good service, and high quality of coffee. You have to pay for this.

So the 44 yuan of profit just now has not subtracted these four big heads. In 1999, there was a lot of rent, water and electricity, and we all had an idea. I won't talk about your salary, decoration and equipment. After the rapid expansion of these four monsters over the past 16 years, they have eaten up huge profit margins.

But Starbucks still doesn't raise prices and doesn't keep his figure. Began to quietly take the road of small profits and quick turnover, coupled with such a huge company. Purchase channels are mainly on their own, even stickers can get a very suitable price, you can not compete with these small cafes.

☞, why don't cafes make money?

Quite simply, the price of coffee is limited by Starbucks.

Everyone will use the price of Starbucks as the yardstick when opening a restaurant. We decorate the same price should be about the same, I sell cheaper, low profit and quick turnover, and I just do well. There is nothing wrong with being a little taller than him, and these three ideas occupy the minds of most restaurant pricing people.

So you're all losing money. Because in this price range, you will not survive, the ultra-high cost will soon overwhelm you. Even the support is hard to support, and even introduced a simple meal cake or even mahjong and other relatively normal profit items to recover your loss.

☞, how much should the coffee cost?

If the price in 1999 is converted, if Starbucks sells a cup of cabbage for 200 yuan now, it will maintain the price it was when it first entered the Chinese market.

At this time, you say that he is not aggrieved at all for profiteering, but imagine if you still drink if you sell it for 200 yuan. Anyway, I can't afford it. But there are still some people who can afford it. Foreigners, gold collars and beautiful girls are right at the same price that can only be affordable in that high-end circle at that time.

So drinking Starbucks as mentioned by many people in Zhihu is a sign of forcing GE Gao. I really want to reply to you that drinking Starbucks at that time is the performance of forcing Gegao. Drinking Starbucks now is the same as drinking Bingfeng in Xi'an, Arctic Ocean and blackcurrant in Beijing. You have the nerve to say that you are forced to do so.

☞, what about the coffee market now?

If the price is limited, we can only do nothing. Is there any good solution? There must be, and there must be more than one. I only share my views here. First, there are still a large number of people in China who have not drunk coffee or accepted it. Everyone is waiting for the market environment, and there are several who really create the market environment.

Starbucks has been so domineering and is still making its own environment. Many people drink their first cup of coffee in a coffee shop and Starbucks teaches them the knowledge of coffee. How can you let people not take Starbucks as the standard?

A few days ago, I met a customer who bought my coffee and said to me, no matter how good your cafes are, can you still have Starbucks? This is how people cultivate their customers. Everyone makes their own small environment in every restaurant, and the big environment will be fine.

Another is quality, all the people in the coffee circle are in the quality of Black Starbucks. It's not really dark anymore. The lack of quality at Starbucks is not good, not the best. But is it any better than Starbucks that you made it yourself?

As a kid who has been in the coffee industry for several years, I have drunk a lot of coffee so far. I also drank around the exhibition in Shanghai this year, until a former Chinese champion made me a cup of concentrate by chance in recent months.

Only then did I know that all the condenses I had drunk before were so bad because they were not done well, and I made a cappuccino. Sugar-free Cabo drink mouth full of sweet feeling is really indescribable here, drank a Panamanian green label rose summer, drink imported cool directly through the throat.

The fragrance of the flowers in my mouth didn't go away for 4 hours. What are these experiences trying to prove?

☞, what is good coffee?

Delicious coffee tastes good in your mouth, even if you have never touched it. So if you make a cup of coffee and the customer says it doesn't taste good, it's really that you didn't do it well.

Please don't look disdainfully at the customer's expression that you don't know how to drink, don't be blind to bb, and don't tangle with the professional things such as the cup taste wheel. Everyone's expression will give you the answer when the good stuff is drunk in your mouth.

The current downturn in the coffee industry is largely due to the low level of the vast majority of baristas, and I am one of them.

If every cup of coffee we offer can bring pleasure to our customers, instead of frowning and drinking to show that we are not afraid of hardship, then the market will be much easier.

Customers will also be willing to pay more. It is not the price but the value that matters in selling a product. If you buy an iPhone for 2000 yuan, you'll think you're making a lot of money. Do you have a pain in the flesh when you buy an egg for 10 yuan?

There is only one concept of price, what you can afford and what you can't afford, but there is only the difference in value between what you want to buy and what you don't want to buy.

How to improve the value of coffee is the two points I wrote above, to promote coffee to make people understand coffee and drink coffee.

Improve the quality of coffee making, so that everyone is worth it.

Only after achieving these two points can your price rise to a reasonable position. I have a coffee teacher once said to me I am very impressed, many people open a coffee shop can only let customers pay but not let customers pay, although the payment is not worth it.

Don't say Starbucks tastes bad. If what you do is not as good as Starbucks, why let customers buy you? I wrote a lot of details, but I don't have any key points, so I should discuss it with you.