China will become a big coffee consumer. How should cafes deal with themselves?

China will become a big coffee consumer, how should cafes handle themselves?

According to the statistics of the International Coffee Organization, China's coffee consumption is growing at an annual rate of about 15%, far higher than the global average growth rate of 2%. It is expected that by 2025, China will become a trillion coffee consumption superpower.

Because of this, in order to compete for the huge coffee consumption market, multinational coffee shop chain giants have also accelerated their layout in China, especially outside the first-tier cities.

In contrast, despite the increasing consumer demand for coffee, local coffee shop chains have achieved limited success in market competition. In fact, the increase in coffee consumption demand does not mean that consumer demand for coffee shops has also increased.

On the one hand, the rapid rise of online coffee attracted media focus, favored by investors, but also worried by the industry, once burning too fast to maintain, whether to maintain the sustainable development of the industry, not to follow the footsteps of shared bicycles; on the other hand, some local offline coffee chain stores, but appeared closed shop phenomenon.

In order to obtain a large number of customers, coffee shops are often set in prime locations, and rising rents naturally make some coffee shops difficult to bear. After all, coffee making methods are relatively special, even online coffee shops, but also need to maintain a certain store cost, coupled with the current consumer demand for coffee upgrade, coffee raw material requirements rise, but also further push up the cost of coffee shops.

In fact, consumer demand for coffee and chain coffee shops is originally two distinct needs. Coffee lovers will buy coffee beans to brew themselves and taste coffee, while urbanites who rush into chain coffee shops demand more than just a quick drink, a caffeinated drink.

In addition, the social needs of coffee shops cannot be ignored. For young consumers who value time and health more, social communication and business communication can be done in the aroma of coffee without taking time and effort to drink.

Because of this, coffee shops have become an indispensable part of urban commercial consumption. For the commercial complex, the cost of obtaining customers in coffee shops is very low. If you pass by, you may enter the business circle because of a cup of coffee, which also increases the stay time of potential consumers in the commercial complex and increases their willingness to consume. From this point of view, commercial complex operators may wish to make concessions on rent to introduce coffee chains of different brands and flavors to increase overall passenger traffic.

In addition, compared with some local coffee shops only rely on selling drinks to profit, multinational coffee shop chain enterprises not only sell coffee, its store-derived consumption capacity can not be underestimated, in addition to coffee drinks, there are various special pastries, salads, snacks and so on.

In terms of commodity sales, in addition to the sales of coffee beans and coffee utensils, various cultural and creative products derived from them also occupy a large share of consumption, such as Starbucks cat claw cups, which are hard to find in the previous period. Some local specialty coffee shops with effective operation often add bookstores, salons and other special contents to provide consumers with more services and better consumption experience.

These successful business experiences are worth learning from other coffee shop practitioners.

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