What are the reasons why coffee is so hot?

The concept of "third space" was first put forward by the American sociologist Ray Oldenburg. He defines the "third space" as the public space outside the family's living space (the first space) and the workplace (the second space), which is not restricted by utilitarian relations. In such a third space, people's relationship is free and equal, there is no sense of hierarchy in the workplace, nor the shackles of various roles in the family, people can release themselves.

Creating a "third space" for people's leisure was once one of the cores for Starbucks families to get rich and develop. Starbucks, as the textbook of "third Space", has been imitated all the time, and now it has been surpassed. The root cause is that Starbucks has to give up its original intention. The one who took the baton from Starbucks and played the business model better than blue is the phenomenal Korean cafe leader, Man Coffee. This paper will briefly analyze the success factors and existing problems of diffuse coffee.

Timing

In many cases, the key to success is not smart and hard work, but doing the right thing at the right time. This is exactly what Lei Jun's "conforming to the trend" means. Man Coffee opened its first store in early 2011. It can be said that the timing is not bad. Earlier, Starbucks had not fully nurtured the market, nor had it completely abandoned the creation of a third space because of soaring rents. Later, the division of tiger and wolf, such as coffee with you and zoo coffee, will come into the fight next year. At the beginning of 11 years, Chinese mainland appeared a small blue sea of Korean cafes in the absolute red sea of cafes. In fact, in the catering industry, a typical Red Sea industry, it is full of opportunities. Where there is the Red Sea, there is homogenization, which will lead to aesthetic fatigue and taste fatigue. If you look for the blue sea or even create it in the red sea, you will have the opportunity to make money. But remember, in most cases, your self-righteous opportunity is not a real opportunity. It may be pseudo-demand, there may be a hole in the business model that cannot be bypassed, or it may require a huge amount of money or a long time to nurture the market. In a word, in a word, in a word: if you look ahead one day, you will be a pioneer; if you look ahead for three days, you will become a martyr.

Product

For a cafe, there is a wide range of products: drinks, food, ordering methods, environment, scale, and so on. Analyze one by one. Users are actually insensitive to the quality of Starbucks drinks at this price. So where does the degree of difference come from? the number of SKU is very important! Starbucks has about 30 kinds of drinks, and coffee is about twice as large as Starbucks. Do not underestimate this difference in SKU. It is reasonable that the idiom is difficult to tune.

Speaking of the author and his friends who often make coffee, the most common item is what Starbucks does not have. There is little difference in quality, and diffuse coffee provides more choices, so why not? In terms of snacks and staples, Man Coffee has a crushing advantage over Starbucks. This directly leads to the huge difference between the consumption structure and per capita consumption of diffuse coffee and Starbucks. The coffee snack has been carefully designed. Beautiful appearance, no offensive pungent smell, especially with coffee, simple and easy to standardize, good taste, huge gross profit.

Every point is the dream of catering practitioners to add points!? The result is that per capita consumption of diffuse coffee is higher than that of Starbucks, which is one of the reasons why diffuse coffee can withstand a lower turnaround rate. And the high rate of overturning is contrary to the creation of the third space. The user experience of ordering coffee is better, there is no need to stand and wait, the bear with Kawayi makes it more interesting, and at the beginning, it also caused the first wave of spread in the moments by taking a photo with the bear.

Is there a standard Growth Hack textbook? The environment is not detailed, light industrial style + rough American style is absolutely eye-catching when it first comes out! There are real-life female customers taking photos of coffee! In the face of the coffee environment, cafes such as carving time, which have amused themselves for many years, fell out of favor overnight. The huge business area also brings an almost unique degree of difference to the diffuse coffee. They are all Korean coffee, and the scale of the coffee is not the same as that of the coffee in the zoo or the zoo. The result of large area is qualitative change. For example, now having a reunion of classmates and colleagues, the coffee in my heart is not only the first choice, but the only choice. The huge area, in addition to causing differences in functionality and rental costs, but also directly led to the diffuse coffee although tactically there seem to be a lot of competitors, but strategically almost monopolized the whole market. However, such a mass is closely related to the location strategy.

Location selection

Why does the first brand of Korean coffee accompany you so miserably in China? Choosing a location is enough to sentence you to death. It is next to Starbucks, but the degree of difference can not make up for the disadvantage of the brand. Follow Starbucks to do the turnaround rate, the difference can not be reflected; do not ask the turnover rate to do the third space, cover can not have high rental costs. It's a dead end. Man Coffee's groundbreaking strategy of directly abandoning the first business district and seeking a large area of low rent near residential areas can be included in the business school case. The location brings not only the advantage of rent and the absolute difference of user experience, but also leads to the dislocation of the entire customer base structure with Starbucks, thus avoiding the direct competition with the industry giants. Because of this location strategy, Man Coffee can be the basis of the third space. Coupled with the well-designed products and experience, everywhere cut into the user's pain point and itch point, diffuse coffee is not hot but also difficult! However, this location strategy can not be easily copied, and the joining strategy of Man Coffee cleverly solves this difficulty.

Join

The joining strategy of Man Coffee is restrained, elegant and full of wisdom. The scarcity of the market and the uncontrolled rise in rents have led to the withdrawal of even the most outstanding companies because they cannot bear the rents. Double the rent Starbucks withdrew from the Capital Airport, and Naya withdrew from Gulangyu is typical. How to obtain the scarce market resources has become the first problem that catering practitioners need to face, and it has also become the key point of the life and death of most catering enterprises. As a foreigner, Xin Zi seems to know the tricks better than the Chinese. The scarce market must be concentrated in the hands of the rich and powerful, renting their resources, which is called rent-sale relationship. Bringing them into the partnership is a win-win situation! Only by win-win can we achieve sustainable development. Use the proportion of dominant equity to ensure control, and open up part of the equity at the expense of some profits in exchange for absolutely dominant market resources. Simple, restrained but elegant solution to the majority of catering enterprises stuck in the market problem. Such a virtuous circle of joining strategy, but also far behind the competitors.

Perfect?

Is the coffee really perfect and indestructible? No! There are still a lot of improvement points and disadvantages of diffuse coffee. Just give a few examples:

The ordering method can be improved. The mass of coffee is so large that it is anti-human to go to the front desk for the second order. The solution is simple. Just support ordering on Wechat. The benefits go far beyond improving the user experience. Powder absorption, CRM, extended sales and so on can all be done on this.

The experience is far from the ultimate. As a cafe, WIFI is rotten into coffee and so is drunk. The first layer of Maslow's needs hierarchy is WIFI! The first layer of Maslow's needs hierarchy is WIFI! The first layer of Maslow's needs hierarchy is WIFI! Important things are to be repeated for 3 times. In addition, the details of soft and hard equipment are still too rough.

There is still a lot of room for service improvement. The service of diffuse coffee can only be regarded as an ordinary passing level, which gives the author the feeling that he is seriously unwilling to go. It really doesn't make sense for those who sell the third space not to do the service.

The online operation is too bad. The official account operates like Tuoxiang. If you can't do it yourself, just wrap it up. Change to a third-rate operation team, with such resources, 4 years, the valuation of the official account is not worth who ah?

The domain name is not well protected. What a mistake! The price to be paid for this will be extremely expensive.

Opportunity?

So the last question is, in the face of the phenomenal brand of diffuse coffee, what are the opportunities for catering workers, especially the more junior ones? Naturally, we should learn from each other's strong points to make up for our weaknesses, strategically have the successful elements of diffuse coffee, and tactically improve the deficiency of diffuse coffee. The Chinese market is so large that in areas where coffee is not involved, it is impossible to say that it is possible to earn a little money by living. In fact, in many second-and third-tier cities, one-to-one knockoff coffee makers are making unboiled water. This is also the potential danger that the coffee will face in the later stage. Qiang long can not beat the ground snake, who knows if the coffee will be eBay, and a small county is pregnant with a Taobao?