How to sell a penny of coffee for $15

For professional baristas, please follow the coffee workshop (Wechat official account cafe_style)

Also drink a cup of coffee, if we buy coffee beans from the origin of coffee, about 1 cent, if we brew instant coffee, it takes 10 cents, if it is convenient to buy in the United States, it costs 1 US dollar. if you go to Starbucks (Starbucks), it will cost $3.

And if we travel to Italy and sit there in a daze with a cup of coffee in Florian, it's about $15, but we still don't think it's expensive. Why?

Where does the price difference come from for a cup of coffee?

One cent VS is 15 dollars, and the price of a cup of coffee varies a thousand times.

American researchers believe that this is the difference in value output in different economic forms, and why coffee shops such as Starbucks and Florian can sell a cup of coffee for several times or even more than ten times the price of convenience supermarket. the secret is that it creates a different experience.

Catering enters the era of experience

I remember that three or four years ago, the whole traditional industry was full of online anxiety, offline has not been subverted, but there is a change taking place, that is, offline brick-and-mortar stores are becoming more and more dependent on and demanding of experience, and if you can't create a unique experience, it will be quickly replaced.

There is a saying in this era that experience is king. Brands with the ultimate goal of creating the ultimate customer experience and the core driving force of the brand have achieved significant growth, such as Ikea.

Ikea does not sell furniture, it sells household experience. Every store opened in every part of the world will have a large area to recover its products and restore them to life scenes. Ikea has little publicity and promotion expenses, and all its expenses are spent on this place.

Ikea has become a way of life.

(the Apple experience Store has become the first target for mobile phone brands to emulate.)

Nespezo is a brand of Nestle (Nestl é), which specializes in capsule coffee machines. From 1986 to 1997, the growth of the project was very difficult, with sales revenue of about $140 million in more than a decade, which would have been dead if not under Nestl é. In 2000, about the same time that Apple opened its store, Nesso did something that brought about a magical change in the product.

(focus on user experience and save Ness Peso)

Nespezo opened an offline boutique experience store and held a large number of demonstrations and tasting activities, and offline revenue grew sixfold that year, with sales exceeding $5 billion by 2016. Their internal research shows that 50% of the sales come from word-of-mouth, and the other 50% from the ultimate experience in the store. Nespezo already has six boutiques in China, all in the best business circle and the best location.

Using the concept of Theater to create a Market experience

No matter how well you position yourself, you will eventually have to return to the store experience.

How to create the ultimate store experience) (quality, service, cleaning) is the foundation. In the future, catering brands have a basic concept-theater view when creating store experience. This was put forward by the head of Dingtaifeng.

What kind of theater is a theater? there must be a script, a theme, a role orientation, a stage, props Ding Taifeng is very interesting to the target, not to McDonald's (McDonald's), but to Disney (Disney). It is proposed to build such a theater at 360 degrees. Under the guidance of such a theory, even the waiters of Ding Taifeng are fastidious about cleaning windows. All types are very beautiful.

(turn the product into a performance)

The core of the theater view is to create the whole, and pay attention to the interaction, the audience is a part of the performance.

Three levels of creating the ultimate store experience

The experience of creating the ultimate store has three levels. The first level is that the value is directly perceptible. Can we convey our value in the most beautiful way?

For example, the brand of the all-cotton era, the most eye-catching position of the physical store is a large piece of cotton trees and pure cotton wadding, which is used to create a scene to convey value. "Hanker's Noodle Soup, Taiwan Style, authentic Taiwanese flavor", du Xiaoyue will certainly restore the scene of cooking noodles in the most conspicuous part of the store. This is the creation of the scene, through the creation of the scene, to convey value in the most beautiful way.

I often say that if a brand doesn't have a sharp knife product, then no matter how perfect the product is, you have to use all your strength to make the product number one. If you don't have a cinnabar mole in your heart as a brand, don't talk about the brand.

(using cotton to convey the idea of pure cotton)

The second level is to create surprises and movements. when creating the brand Xiaomi, the founders of Xiaomi learned three brands, learned the real materials of Tongrentang, learned the low prices of supermarkets every day, and also learned what Haidilao and Haidilao did. They learned that word-of-mouth far exceeded expectations and created surprises and emotions for customers in the experience. In just a few years, Xiaomi's sales exceeded 100 billion yuan.

Recently, Xibei has a very good reputation. Do you know what it is? it's a return dish. Imagine that after your meal, the waiter saw that there was a dish that didn't move too much, then asked you if you didn't like it very much, and then returned it for you. Are you surprised and moved that this is how Xibei exceeded expectations? they have an internal system that forces consumers to return food to 2%, and the lower limit cannot be less than 1%.

The third level, I think, is a very high level or extreme state, which is a level that all iconic brands must touch-the customer is the ultimate product.

Some convenience supermarkets are very large-scale and commercially extremely successful, but I think this is still one step away from iconic brands. What is this step away from, that is, to make customers better. All idol brands touch this thing. Jiro Ono is an idol brand. He opened this restaurant all his life to make sushi, but the craftsman spirit he represents has moved and inspired countless people.

(Jiro Ono only does one thing in his life.)

Eslite Bookstore is also, it is not just selling books, every bookstore is promoting people in this community or this city to love reading, promoting the pursuit and appreciation of goodness, love, and beauty, so it is also an idol brand.