It has nothing to do with hype and marketing. Drinking coffee should be an attitude and ritual of life.

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China's coffee market is huge and developing rapidly, but recently the competition is too strong. Merchants fight back and forth like this, so the coffee will taste better.

If you think about it, it is the capital that deliberately laid out the new retail business in the vertical beverage industry behind the sudden emergence of so many beverage brands in 2017. What is the new retail concept of coffee? I understand the new retail of coffee: that is, the use of mobile Internet technology to change the coffee industry, making it easier for consumers to get the same quality coffee, while cheaper than coffee shops.

Coffee is for drinking, not for marketing!

Internet viral marketing coffee

For the offline market, the Internet pays attention to the marketing of virus transmission, ignoring the core of offline services. Offline consumer demand is a cup of coffee, not to participate in a marketing campaign, but should be real meticulous service and a real cup of coffee, fight to the death, this will only hurt customers.

Coffee target users will be divided into two extremes. If Internet coffee wants to retain users, it should target more non-coffee heavy users and beverage lovers:

Drink lovers: many users say that as long as I can get a cup of coffee as soon as possible, and the price is cheap, so there is take-out coffee, easy to get, low price.

Heavy coffee users: heavy lovers of a small wave of coffee are not satisfied with drinking a cup of commercial coffee, they prefer to drink niche cafes, coffee beans of that origin, and so on.

Coffee shops need to meet two needs of users at the same time, one is to socialize in the coffee shop, and it is a natural scene to choose a coffee shop in a commercial place when you go out for an appointment. Here, the primary need of users is not to drink coffee, but to buy a meeting place with coffee money, including those who finish their work with an apple book. It is not too much to describe offline cafes as timeshare rentals. Obviously, this is the model of the coffee shop chain.

On the other hand, there are users who simply consume coffee, whether in the store or takeout, the consumption scene is not important, but for such users, the taste of coffee, that is, the product itself is very important.

Drinking coffee is an attitude towards life, not for marketing.

We taste the coffee bred by different varieties, producing areas and farmers, and feel the different flavors that belong to them, which are the valuable value of coffee. And this value has become more precious.

And I, prefer a cup of pure coffee, a cup of coffee to start a beautiful day, are warm.

I still remember that I came across a warm Japanese cafe, hidden from the "Love Cafe" in the Tsukiji fish market. The smell of coffee was filled with the smell of coffee at 03:30 every morning. It was a "secret base" for many fishmongers to steal their leisure time. Especially after the first round of hard work early in the morning, everyone was used to gathering here. It felt as if they had made an appointment for some kind of mysterious ceremony.

Do you remember the first time you walked into a cafe? What attracts you? is it the aroma of coffee beans? Or does the warm environment attract you?

The coffee shop is in the market, so an ordinary and pure coffee shop, it is like an employee coffee shop in the market.

The smell of coffee and toast is floating in the space, and when you smell it very carefully, you will notice that there is a very shallow, light and faint smell of fish in it.

Follow the fishmongers at the Tsukiji market, drinking hot coffee at the bar.

The fishmongers sitting around the bar with towels tied to their heads and rain shoes on their feet brought hot coffee to the table, but they still buried their heads in the open newspapers and stirred the coffee slowly after a few minutes. This is their busy rest from before dawn, where the morning shouts can take a rest.

Just like the staff coffee shop in Tsukiji Market, it is common for regular customers to come here to drink coffee and catch their breath with towels tied to their heads and rain shoes on their feet. It is like their home and community center.

The barista took the hot toast that jumped from the machine, half with strawberry jam and half with cream, wielding a knife to "rinse" for 4 knives. The toast was evenly divided into 8 pieces and pushed to your table on a small white dish. seriously, you can bake this kind of toast at home, but it tastes good with hot coffee here.

A can of Brazilian Colombian mocha beans and a cup of bitter coffee will inspire people who work in Tsukiji since the morning.

The easiest way to eat is to bake it slightly with butter.

In the coffee bar, there is a silver bucket holding a large bucket of coffee, and the Japanese hot coffee cups are heated in hot water to maintain the taste of the hot coffee.

After the boiled eggs with shells standing upright on the egg cup are delivered, they are sprinkled with salt and eaten with a small spoon, which is a very classical way to eat.

The elderly barista brought hot coffee and handed over a silver stainless steel pot with sugar-free condensed milk and a can of white sugar to try to explain the content and explain how to drink it. The appearance and action of the manipulative barista grandfather was very lovely, and it was up to the guests to adjust the flavor.

This old coffee shop, which is like an "employee coffee shop" and an "activity center in the market", plays multiple roles.

Strawberry toast, black coffee, and boiled egg

It's a traditional coffee shop with a simple breakfast. Extremely warm, Japan is a country that loves coffee culture, and cafes with very different styles are opened in the streets. This kind of love, coupled with the meticulous personality of the Japanese, makes a cup of admirable strong coffee.

The highest respect for coffee, showing the essence of a cup of coffee in front of people.

Leave memories on the taste buds, is the most profound, so deep that you want to taste again and again, repeatedly infatuated with you, just like falling in love.

The flavor of coffee is a very subtle feeling after the entrance, everyone's taste buds and sense of smell are different, plus the diversity of coffee flavor.

The differences in aroma, acidity, bitterness, sweetness and mellowness, although the flavor is fleeting, can leave memories on the taste buds.

This is the taste of coffee, hand-brewed coffee set ritual and exquisite coffee, give full play to its strong craftsman spirit, give a cup of coffee the highest respect, and present the essence of a cup of coffee to people.

Perhaps, bitter sweet is the taste of coffee itself, is the charm of coffee itself. Although we have bitter times, we are more likely to enjoy the tenderness and sweetness of life. If you don't respect coffee, you can't make moving coffee.

And that's the charm of coffee.

This article is for people who really love coffee.