Everyone wants to open a coffee shop, and it is not easy for everyone to open a coffee shop.

"How do you open a coffee shop?"

"What kind of coffee shop do you want?" "Do coffee shops still have types?!"

Yes, coffee shop is just a general term. Any place that sells coffee can be called coffee shop. What kind of positioning to open a coffee shop is a point that many small partners who want to open a coffee shop will ignore. What is positioning? That is, what is the reason for opening this coffee shop that you want to open? What are the customers that you will focus on in the future? At present, the types of coffee shops on the market are roughly divided into: super-large coffee shops (such as exhibition hall coffee shops), large coffee shops (such as Starbucks), small coffee shops (such as banner), online coffee shops, coffee shops that meet the demands of boutique coffee. Their respective positioning is to provide venue rental, satisfy the third space, focus on take-out sales, provide light meals, and specialize in selling boutique coffee.

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If you want to open a coffee shop, you don't have to imagine how easy it would be to own a coffee shop. Reality is always cruel. All you need to think about is how to make the coffee shop survive successfully. Even if you have enough money, a clear positioning, no good business planning and good luck, uncertainty will always weigh you down. This is how business is done, so before opening a coffee shop, let's put down our good aspirations and think about the positioning of the coffee shop, the pros and cons of this positioning and the losses you can bear. For example, there used to be a super large coffee shop (hundreds of thousands of square meters). The positioning of the coffee shop was arranged through venue leasing activities, etc. The sale of coffee was only the way of drainage, and the customer groups faced were generally companies and units. Because the main venue is rental, so the soft decoration in the coffee shop is very particular, the rent of large venue, decoration cost, manpower cost, equipment cost make the coffee shop's early investment reach 5 million +.

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Fortunately (also because of strength), the owner of this coffee shop is very good, he knows the coffee shop's positioning very well and effectively manages the team, and returns in less than two years. Unfortunately, because of the epidemic, the store lost a lot of money. At the beginning of the epidemic, when it was closed for three months, the loss of rent and labor costs was a large figure, and because of the rule that people could not gather, the number of activities held by the company was reduced. In the face of such a situation, the shopkeeper tried to target retail, but because most of the early face is group customers, thus ignoring the accumulation of scattered customers, so even if the focus will be on new coffee, dessert research and development, commodity promotion, online sales, etc., finally still can not cover the fixed monthly expenditure cost, finally close the store, stop loss in time.

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Although the retail approach has been chosen for self-help, the epidemic continues to bring cruel and uncertain problems. When the business is constantly losing money, you can only face reality and minimize your losses. For example, a cafe that used to only do takeout opened in an obscure place in an alley. The location of the shop was inconspicuous, and the neighborhood was surrounded by older people. Because the shop is small in location, the rent is very cheap (1500/15 square meters in Guangzhou urban area), only do take-out business, there is no need for too much decoration in the store, there is no need to consider good appearance on the equipment, and only the shopkeeper has manpower. The benefits of this store were investment and low operating costs, so the initial investment was only about 15,000 yuan. However, when it was really open, there were only three or five take-out orders per day, and it was the support of friends around them. The money earned in the whole month was not enough for the commission + coffee beans and other material costs + rent of the take-out platform... At first, the shopkeeper thought that the store had just opened and it was normal for there to be no business. After two months, the store closed.

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Because the location is too remote, there is no customer to take coffee, but also because there is no publicity in the surrounding area in the early stage, no one knows the existence of this coffee shop except the owner himself and the people around him, and no one else can provide comments on the quality of coffee. It is indeed very economical to operate a coffee shop in this way, and the final loss is also small, but what coffee shops do is word of mouth, no customer to store extraction, no people-to-people publicity, and no more people can feedback and make suggestions, coffee shops are difficult to operate. Even if you can, there is only one person busy in the shop every day, and there is no customer in the coffee shop, which seems to be missing some soul. For example, there used to be a boutique coffee shop, the owner paid great attention to the production of coffee, each cup of coffee from raw materials to production are very particular, so it is also rare in the local reputation. Although there is a certain popularity, but the business is not so ideal, because the price is too high, few people are willing to go back to spend.

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The rent of coffee shop is OK, but the cost of coffee equipment, coffee beans and other materials is very high, plus labor costs, all feedback in product pricing. The American price is 30, the latte price is 40, and the hand punch starts at 50. For the mass consumer, such a price is not something that everyone can consume every day. Although the product is really good, it can meet the requirements of coffee lovers for fine coffee to a great extent, but how can coffee lovers maintain a coffee shop? Later, because of the epidemic situation, fewer people came to drink, fewer people came to punch cards, and the store did not enter the take-out. Finally, this state lasted for a year, and the store was closed. Because the loss of coffee beans is too large, the rent is also a small number afraid of long-term, in the state can also be flat in time to stop loss. As can be seen from the above three cases, the operation of coffee shops really cannot rely solely on "desperate", because there will be a lot less room/opportunity for development. Coffee shop management needs word of mouth and people flow, do not want to invest will not get attention, too much investment needs to consider future risks, too accurate investment will also reduce a lot of brand promotion opportunities.

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To open a coffee shop, there are many things to think about. It's easy to open a shop with passion, but it's not easy to run it. There are many successful cases and many failed cases. It is really important to analyze the cases and market research before opening the store! Whether it's a business or a coffee shop, magnification will be the key to your success. Only by taking a long-term view will you have a chance of success. Although hard work may not necessarily succeed, this may really be a matter of luck, but do not work hard will not succeed, no business is automatic door, when there is business door to the door to find a way to seize, let these people become brand loyal customers. Photo source: The last part of the network echoes the first part of the picture slightly!

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