There are more people who need coffee, but the life of the coffee shop is at stake.

"there used to be a sense of superiority that I went to a cafe for coffee." Recently, a friend talked about this topic.

"in an era when boutique coffee was not yet popular in China (not far away, 15 years ago), going to a coffee shop was almost always full of rituals. Put on exquisite and beautiful clothes, paint beautiful makeup, and wear exquisite jewelry on your hands. Take a deep breath before entering the coffee shop, then control your posture and pace, and inject some grace into your clumsy movements.

At that time, not everyone knew why they drank coffee, but everyone would have the same point of view: to make themselves different. Especially when you go to Starbucks, everyone must take a picture before drinking coffee!

Post a social platform to "highlight" your "luxury life" (Starbucks was really expensive at that time! 8.9 years ago, the price was about the same as it is now. So even if you don't drink the coffee clearly, everyone who goes to the cafe has his own unique reason. "

"now I have no trouble with my friends when they ask me to go to a cafe for coffee. I even want to say to my friends: why don't I give it to you? But the house is in such a mess that I don't have the nerve to let everyone be a guest.

Coffee shop for me, only the attribute of the chat place, has not had the previous sense of superiority, because coffee is so daily. What I need now is the Noumenon of coffee to cheer me up, instead of needing coffee shop clocking in to show my rich life. "

When people no longer go to the cafe, it proves that coffee is really integrated into each other's lives. The supporting role retreats behind the scenes, and the protagonist is on the rise. Every stage of the evolution of coffee is a "reshuffle" and "evolution" of public consumption, and only when the coffee demand returns to the Noumenon can the market grow further. Coffee consumption is growing at an average rate of 15% a year, and cafes no longer play a leading role in driving consumption.

Being able to drink it anytime, anywhere, cheaply and cheaply, and the taste is acceptable, have become the reasons for mass consumers to choose coffee.

With the rapid development of the domestic e-commerce industry and takeout industry, few people will revolve around cafes, fewer people go to coffee shops for a cup of coffee, and more hope that they can have a cup anytime and anywhere without going out. Freeze-dried (instant) coffee, instant coffee liquid and hanging-ear coffee have also become the mainstream of coffee sales, especially freeze-dried (instant) coffee, accounting for nearly 70% of China's coffee market.

Under the impact of the epidemic, the closure rate of physical coffee shops is as high as more than 80%. Although coffee shops continue to open, few really rely on selling coffee, and the price of coffee increases with the rise of various costs.

Go to the coffee shop for a cup of coffee. It's so expensive! But you need caffeine... So consumers began to come up with the idea of doing it themselves, so they began to place orders for coffee on major e-commerce platforms.

With the live broadcast with goods, a variety of promotional activities, the price of coffee is also constantly refreshing the "floor", only you do not expect, there is no area where the price is out of reach. (of course, coffee itself still requires a certain cost, and some coffee that looks too cheap is still recommended to place orders cautiously.)

In addition to the e-commerce roll up, takeout is also rolled up. When you turn on the takeout software, there are all kinds of coffee brands, plus a variety of merchant discounts and coupons, a cup of takeout coffee is cheaper than drinking it in a store, and you don't have to go to the store to drink it. Coffee that can be drunk anytime and anywhere at such an affordable price is simply a "blessing" for workers.

(continue chatting with friends) "in retrospect, I really felt arrogant when I spent dozens of yuan to drink coffee in a coffee shop. At that time, I thought it would make me look like a" rich man ".

But now, even if I can afford it, I don't often think about going to a coffee shop for a drink, one is that it is not worth it, because the coffee products are uneven; one is that my wish is to spend more than ten yuan to drink a cup of coffee anytime and anywhere, so I choose to buy my own equipment to make it.

(just kidding. Ha)

Many people think that drinking lucky is not coffee! Why not coffee, although the product is not good, but not bad, at the same time the price is very real. Take advantage of things can not wait until tomorrow ~ but I do not often buy, only when I am not free or passing by will want to buy these.

I prefer to drink hand flushing, so I bought a set of equipment and made myself 1 or 2 cups every day. Although the utensils do not look cheap, but when used every day, plus the cost of coffee beans, a cup of ordinary hands do not need 10 yuan, drinking rose summer is only about 20 yuan …... It really smells good to make it by yourself!

Make your own coffee, no matter how comfortable it is, you won't spend a lot of money on very professional equipment, ordinary pots and ordinary filter cups, as long as it can support me to stay up late and work overtime / ease that I can't wake up in the morning. I really don't have to be so professional in making coffee. I think ok is ok.

Making coffee is originally a very daily thing, and there is no technical department to speak of. It is just that people regard it as too complicated, so they will feel that it is a very necessary thing for people with specific technology to do it well. "

What kind of coffee to drink does not depend on the coffee shop, but the coffee drinker has the final say. The voice of the coffee industry must eventually return to the hands of public consumers. A cup of refreshing, passable, cheap and affordable coffee is the mass market's choice for coffee consumption.

Capital "roll", technology "show", can not stabilize the low price of coffee for a long time, can not stabilize the production of every cup of coffee, will eventually make consumers change the direction of consumption, after all, it is not difficult to make a cup of coffee, you can save money and drink at any time. Who is not moved?

Photo Source: Internet

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