Why are most of the domestic coffee shops not making money? There are three main points.

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Every time I am asked why it is not profitable to open a coffee shop, I always have a lot to say. Rent, labor rising year by year, is a very important reason.

There are many articles on the network about how to select a location, how to control rent and labor costs, which will not be repeated here. Today, we look at these issues from another perspective. Why can't domestic cafes survive as well as abroad?

1. Domestic coffee consumers do not pick up.

Although the coffee consumption in China has increased year by year in recent years, there is still a certain gap compared with the developed countries. (figure 1)

(figure 1: data on the top ten global coffee consumption in 2015, per capita per liter. From World coffee consumption by country | Statista, from: Tableau)

As can be seen from the data (figure 2), we have basically doubled from 1628 bags in 2012-2013 to 3215 bags this year. However, under the huge population base, our per capita consumption is still very low.

(figure 2: domestic coffee consumption, unit: 60kg/ bag. Originated from BBC Yuan more coffee? China's lucrative caffeine craze, derived from United States Department of Agriculture Foreign Agricultural Service June 2017)

With the wave of boutique coffee sweeping in recent years, Chinese cafes have joined the wave of boutique coffee. It seems that it is not good to make commercial coffee beans and will be despised by their peers. As everyone knows, in the United States, Europe, Japan and other boutique coffee countries, the largest consumption is commercial coffee beans, and because these countries have been drinking coffee for a long time, coffee consumers have a large number of precipitations. this has laid a solid foundation for them to promote fine coffee. Throughout the domestic coffee consumption market, it is not difficult to find that the quantity of Starbucks is much larger than that of boutique cafes. This shows that our concept of coffee consumption is too fast, professionals are very professional, but it is very difficult for these professionals to consume a lot, while the public's understanding of coffee is only at the stage of commercial beans. Coffee taste and flavor identification are far away. This has led to the failure of coffee consumers.

2. The products of domestic cafes are single.

The single product of many cafes is the reason why many cafes cannot make a profit. if you walk in the coffee bars on the streets of Italy, it is not difficult to find that in addition to serving coffee, there are all kinds of drinks, bread, and even cafes that sell newspapers, tickets, drinks and even slot machines. The provision of a variety of products can lead to a higher passenger flow and allow the cafe to "survive".

3. Service

I think the barista's service should be higher than the barista's skill, of course, not that the skill is not important, but if a barista's skill can get 80 points, then I think his service must reach 100 points. In a cup of coffee from making to drinking, service is far more intuitive than technology. So the importance of service consciousness is much higher than whether you can be a difficult flower or not.

Popularizing coffee is not only to popularize the knowledge of coffee, but also to lower the threshold of coffee. I remember often seeing many old people drinking free breakfast coffee at McDonald's, although the quality of coffee may not be high. But who can say that this is not a good way to popularize coffee?

Figure 1 Source: https://www.statista.com/statistics/277135/leading-countries-by-coffee-consumption/

Figure 2 Source: http://www.bbc.com/capital/story/20160628-yuan-more-coffee-chinas-lucrative-caffeine-craze

The picture comes from the network, and the infringing link is deleted.

First published in the zhihu column.

Article Source: coffee World