Only coffee and other large coffee shops are expanding at an alarming speed."Big coffee" is coming.

Foreign trade and economic cooperation. When the lights are on, the hundred-year-old school building is more romantic. Huizhong Avenue, a coffee shop with a few hundred square meters, is quietly trying out. Her name is VOX COFFEE.

For more than a year, large coffee shops with hundreds of square meters and thousands of square meters have sprung up one after another. At least five have opened, and three or four are being renovated, with an astonishing rate of expansion!

What contributed to the "big shot" market? And what attracts customers to enter the "big shot"? Is the "big shot" demand or bubble? The reporter began the visit with these questions.

The counterattack of the "big shot"

Since last year, fashionistas of the University of International Business and Economics have unexpectedly set off a trend of "drying glasses" on Weibo and Wechat. The whole book wall in the store, the European chandelier, the old elm tables and chairs with traces of time. This has become the first "big shot" to enter the university campus-- only the symbol of coffee.

Over the years, small coffee shops hidden around colleges and universities have emerged one after another and even filled the streets. Switching on and off is constantly changing, but it has always been a place of consumption for a minority. Starbucks, Costa came, from the initial long line to now individual stores sparse people, people on the coffee brand enthusiasm gradually returned to reason. But coffee shops, represented by only coffee, let the craze heat up again and continue to ferment.

Only the area of coffee foreign trade shop is more than 500 square meters, there is no problem to accommodate hundreds of people. According to the consumption of about 50 yuan per person in a large coffee shop, it should not be a problem for a store to reach sales of ten thousand yuan a day. The reporter visited and found that most of these "big shots" consumers are women and young people are concentrated, but there are also many middle-aged and elderly people and families with children. "in fact, apart from weekends, there are more MBA\ EMBA, aged 35 to 50, who usually come to the store. They come to chat and talk about things. Maybe they have more spending power." Only coffee a waiter revealed to the reporter.

A number of reporters visited and learned that such a large coffee shop invested more than 2 million yuan, as much as four or five million yuan. Even so, it is still expanding at an alarming rate. A store with an investment of 2 million yuan can recoup its cost within two years, and its profit margin is as high as 30% to 40%, much higher than Starbucks' 9.5%.

It's not coffee. It's in a daze.

The cafe is no longer just a place to drink coffee.

Random interviews with consumers in a number of large coffee shops found that few people really cared about coffee, and it was the environment and atmosphere that spoke with one voice. Some of the interviewees even made it clear that they did not like coffee.

Some customers are used to asking for a glass of juice, leaning against the window and watching the pedestrians coming and going outside the window. Sometimes I use wifi Wechat to chat or E-mail, and sometimes I am in a daze, thinking about nothing and enjoying a rare and comfortable time. " "one drink for an afternoon" is common among these "bigwigs".

In a daze, chatting can also go to the teahouse, why do you have to be in the cafe? "the prices of tea in teahouses vary greatly, from a few hundred yuan a cup to a few dozen yuan a cup, so which one would you like to invite someone to drink tea to the bottom? This is a very complicated problem. " Chuang Chi, who studies business patterns, points out: "Coffee is different. a cup of coffee costs dozens of yuan. Everyone knows this price before going in, so there is no burden."

Is coffee still important?

"there is no place in China to sit down and talk to friends," says Anna, the general manager of coffee. Because of this discovery, she turned from opening a western restaurant in Germany to investing in coffee shops in the mainland. Only a cafe can provide such a place called the "third space".

Therefore, some people predict that there will be more and more space for social interaction, sitting down and talking in the future, which will also become a business model development and evolution. As long as it meets the needs of people in today's society, it is no longer important to sell coffee or not to sell coffee.