What is the secret of the strong development of the new domestic coffee chain brand?

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

Tie the knot for coffee and analyze the current situation of market operation

Bitterness is a label that almost everyone will put on coffee, and Liang Qiuchen is no exception.

"in 2005, I was really exposed to freshly ground coffee. All the coffee I drank before was instant." Liang Qiuchen said with a smile, "the first freshly ground coffee I drank was espresso. At that time, I thought it was too bitter to swallow, but coffee has a kind of magic that makes you think about it." over time, I finally tasted the wonderful taste of coffee. "

Because the volatile fat in coffee can give off about 40 kinds of aroma, coffee is also called the most fragrant drink in the world. After a preliminary appreciation of the uniqueness of coffee, Liang Qiuchen developed a strong interest in coffee, which prompted him to study different varieties of coffee and coffee drinks.

He soon found that although there is a huge market space for coffee in China, the domestic well-known coffee chain brands are still unable to jump out of the limitations of traditional food and beverage, and most of them still maintain the business model of "simple meal + coffee". On the other hand, foreign brands are more aimed at pursuing sales, and even give up the flower-pulling link of coffee, which is undoubtedly gradually pushing freshly ground coffee to "fast food". Even some private cafes pursuing style and quality are often unable to operate for a long time because of pressure from many aspects and improper management and marketing.

It is imperative to break the ceiling of the industry.

Create consumer demand and customize the cafe with the most personal feelings

After years of gestation, Anhui Mingbang Enterprise has officially launched the fine coffee chain brand-whisper Manka Coffee. In the case of a large number of project consultants every day, it still controls the speed of opening stores and selects like-minded partners. At present, there are many key cities in China.

Liang Qiuchen analyzed the problems such as how to achieve great-leap-forward development and how to run the cafe correctly. He said that China does have optimistic market potential, but coffee is after all imported from the West. If it is to gain a foothold in the East, we must first grasp the essential difference between the East and the West. "Westerners have a physical need for coffee, and there are many 'window shops' that sell coffee abroad, which basically does not exist in China, because Chinese people's demand for coffee is more psychological, and many people not only consume it. They even have emotional ties with cafes and operators, so Chinese cafes sell time, experience and new living conditions."

Before the advent of whispering Manka coffee, Liang Qiuchen had operated in the traditional catering industry for many years. In his view, compared with traditional catering, coffee has a unique business advantage. "every day, noon and evening are the times when the hotel's passenger traffic is the most concentrated, while the cafe is' invisible without dew'. From 10:00 to 10:00 in the evening, customers continue to have customers, and some customers will ask for packing and takeout. So although it looks lukewarm, the profit of the coffee shop is sustainable. In addition, to do traditional food and beverage, the first 3 months of business will be very popular, but in the later stage, the service may not keep up. Coffee shop is the opposite, it needs a precipitation process, there will be more and more regular customers. Maybe you've heard people say,'I'm tired of eating a certain restaurant, 'but you've never heard of' I'm tired of coffee'. "

Of course, these are just talking about the overall trend of the coffee market, so how do you quickly occupy the market in a short period of time?

Whisper Manka coffee is to remove its dross and take its essence on the basis of the business model of Chinese and western coffee chain brands. In short, it is to take the route of "private customization". "as long as we observe carefully, in fact, we can easily find that the storefront style and product structure of the current coffee chain brands are basically the same, mainly duplicated by the whole store, which does not mean that this model is not good. But we think that the coffee shop should be a place with personal spiritual complex, personal spiritual feelings, and personal spiritual characteristics. The 'private customization' mode of whispering manka refers to creating storefronts with different styles according to the needs of partners under the same circumstances of brand Logo, management model and product structure, and formulating unique marketing plans, such as study coffee, greenhouse coffee, factory coffee and so on. Attract customers with distinct personality, take headquarters as solid support, and give partners more freedom to play. "

Not long ago, a partner in Henan saw the photos and the experience posted by netizens on the Internet, and was immediately attracted by its spiritual connotation. He drove thousands of miles to Hefei and became a member of the "big family" of whispering manka. brought this vibrant coffee brand to Henan.

The partner told us that his dream was to have his own coffee shop, and we designed a greenhouse coffee according to his idea. Now, he won't let anyone call him boss in the store because he says he enjoys being a barista more. " Liang Qiuchen said so.

In addition, he also gives some advice to people who want to start a business. "the area of the cafe is not necessarily large. 50 to 200 square meters is enough. Coffee has low cost and high profit, which is its advantage, but if the store area is too large and the input cost is too high, then it is bound to depress profits, then its original advantage will no longer exist. There are also some prospective investors who are wavering. What makes them hesitate is whether the market prospect of coffee is equally promising in different regions. For example, residents in the central and northern regions of our country originally had no habit of drinking herbal tea, but now we can see the sales area of herbal tea in various supermarkets. Sometimes, people do not accept it just because they do not understand, we should break the established thinking, not simply cater to the needs of consumers, but to create the needs of consumers. "

Nowadays, for most people, coffee is no longer just a drink, a culture, but also a feeling and an imagination of a free life. Liang Qiuchen said that he also has such a coffee complex in his heart: "the happiest thing is to do what you like and make money, and we always customize their dreams for others." A few years later, I will also open a cafe of my own, selling coffee, flowers, time and everything. "