How far is the distance of the new retail Internet coffee?

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Internet coffee has become a trend, from the nature of coffee, we study how far Internet coffee can go?

Review several functional attributes of coffee-refreshing, refreshing for most domestic consumers, coffee will think of the "pick-me-up" function so far. Whether it's waking up in the morning, getting sleepy in the afternoon or working overtime at night, the well-known function of coffee constitutes the main reason to buy. But there is a congenital problem with this attribute-it limits the duration of coffee consumption, and some consumers do not drink coffee before and after dinner for fear of not sleeping, while tea is much more "ingenious" in this respect.

Scene attributes-social and leisure, whether it is the former coffee shop or the current chain coffee shop, they all carry the demand of the consumption scene. Before the emergence of new tea stores, coffee shops were a good choice for negotiations, appointments and small gatherings. However, now many tea brands can also meet the needs of consumers. If we look at the outer area of the beverage store in the shopping mall (full rate), we will clearly see this change.

Experience attribute-more and more consumers take drinking coffee as a hobby, and they begin to learn to taste coffee. This taste is not limited to the taste of coffee, the choice of coffee beans (origin / flavor) and roasting skills, but also the understanding of coffee culture, the design of coffee shops, the interactive experience of consumption and the recognition of brand concepts. We can understand it this way: coffee is a carrier that gathers groups with the same lifestyle or hobbies, and many online celebrity brands are representative of this aspect.

The consumption demand of coffee and the three basic attributes of market differentiation of coffee correspond to the scale of market demand, and then differentiate the market entry point of different brands. For example, to meet the functional needs of convenience store coffee, Kenmai coffee, 85 °C and other pro-people brands; to meet the needs of Starbucks, COSTA and other commercial chains; to meet the experience needs of the emergence of GREYBOX, SEESAW, Starbucks workshop, Peet's,% Arabica, CAFFE PASCUCCI and other boutique brands.

Although more and more consumers have the habit of drinking coffee, the frequency of consumption still seems to be the bottleneck. New tea is also evolving, undoubtedly seizing the market for coffee.

The dilemma of Internet coffee is the current situation. The existing Internet coffee brands can not meet the requirements of boutique coffee. The fully automatic coffee machine can ensure efficiency, but it loses the uniqueness of taste and the sense of value made by hand. If it is a "people-friendly" market, the existing cost structure, store model and product structure can not provide superior prices to achieve sufficient traffic. So we can only cut the scene of this market (for example, Luckin Coffee has flagship stores, premium stores, pick-up shops), Starbucks has naturally become the target, and we need to face the next problem-location and experience.

Location and the creation of experience scenes are directly related to location. Site selection needs to consider a series of factors, such as offline traffic, customer group portraits, consumption power and so on, so as to make the target consumers match the consumption scene. For example, Starbucks has the mature location ability, and it is also the target for many catering brands to follow the tactics. For catering brands, the location of offline stores is extremely important, often not so many stores, but not so many suitable places to open stores.

In addition, experience is one of the important links in the construction of catering brand, and it is not a problem that can be solved by space design and decoration. The first thing the experience needs is the contact between people. The cashier is the first contact between the brand and the consumer. If you cut the cashier (at present, it is mostly online purchase), who will meet the various personalized needs of consumers? and provide help for consumers' purchase choices? From the editor's point of view, if there is only human-computer interaction in the food and beverage, it will lose the temperature.

Takeout and takeout what if you give up the experience and become a factory store? Take-out stores need a small area, flexible location, but also have the function of takeout. But the coverage radius of take-out stores is very small, basically 500 meters away from the need to take-out solution. Due to the rapid decay of coffee taste, the coverage radius of takeout often stays within 2 kilometers. In other words, if you want to do factory-type stores, the cloth should be very dense in order to ensure the accessibility of consumers. If you take into account the wastage and delivery costs of takeout, imagine what kind of competition it will be once Starbucks starts an online business.

Products and prices Xiaobian feels that no matter which market they enter, the price and value should be equal, and once the price is out of the reasonable range of value, "loss" and "unable to sell" may occur.

Make a simple assumption: the price close to the people = functional value; the price of the scenario = functional value + service value + space value + brand premium; the price of tasting = functional value + service value + space value + product premium + experience premium + brand premium; the price of Internet coffee = functional value +?

If you simply use money to hit the flow, you can hit popularity, not word-of-mouth, the value of catering products is not taught, is the consumer money to buy out. The basic business logic of catering is to maintain a reasonable gross profit margin. In fact, it is no longer the practice of catering companies to use the method of high quality, low price and subsidy.

On the other hand, can high-cost coffee beans and exquisite proportions really lead to great product differentiation? If you can, you need to meet two prerequisites: the drinker knows coffee, or drink it now. However, the fact is that coffee consumers are gradually turning to boutique coffee, and consumers who come into contact with Internet brands mostly buy through takeout. The essence of catering is still to assume that a store needs at least 4 people, and 1000 stores have 4000 employees, which is only a theoretical value. One of the characteristics of catering is that the turnover of people is very high. From the editor's point of view, the success of Starbucks is precisely the management of the organization and personnel, which requires long-term precipitation and brand system + culture construction. In other words, it is possible to land hundreds of stores in a year, and how to continue to operate after landing is a more difficult start.