Community shop + takeout has become the mainstream style of coffee shop!? Is it suitable to open a coffee shop under the epidemic?

"Under the epidemic, can the business of physical coffee shops still be done?" I'm sure it is.

"Is it really crazy to open a coffee shop in an epidemic?" No! No!

Although there are many cases of failed shop opening under the epidemic, there is no shortage of managers who can do a good job in coffee shops. And these successes are not "ah! He was lucky to survive the epidemic." Success is not accidental, only for the present and the future to do a good job of planning and preparation.

We see cases of failure, but we don't summarize the reasons for their failure, and we don't think so, and then we sigh: "He's not lucky." Is that true? No, it's not. In fact, most of the failure cases are caused by poor positioning, such as target user positioning, store positioning, and sales positioning.

Ask yourself 8 questions before you open your shop (think in order!)

Why open a shop? Who will run this coffee shop? (A classic case I saw recently: the coffee shop opened, the two managers haven't decided on each other's work distribution, and they argue about who is responsible for opening the door in the morning) What kind of guests do you want to come to the shop? What do you want to sell primarily to your customers? What style? Where do you set up shop? When does it open? How much does it cost to open a shop?

Yes, that's right. Money is the last thing you think about. When you don't decide on the first seven questions, money is always in a state of flux. There are a lot of coffee shop managers, mostly because they have some funds, who go to open coffee shops on impulse. Among them, more than 60% of them don't know their target users and what they are pushing. They think that people now have such a great demand for coffee that there will be guests as long as they open the door.

Or if my coffee is good enough, there will always be people who appreciate it. No, business is about publicity and word-of-mouth, even target users are not, just in various social platforms "needle in a haystack", this way feasible, but not a long-term plan.

Only by determining the target user can we determine the positioning of the good product--

The publicity only started after the store opened. It was already too late! Because I don't know what to write, and I don't know who to advertise to. Perhaps many people will think that customers under the catalysis of boutique coffee culture/online celebrity mode traffic are the best targets. However, in fact, such traffic can be very small, and the repurchase rate will be very low. The reason is that the pricing is too high.

Fine coffee pursues the quality of the coffee beans, the quality of the coffee produced and the value of the barista itself, but few people will appreciate it. "No! There are a lot of people who drink fine coffee!" That's because you're in the world of fine coffee. The mass consumer doesn't think that the value of this cup of coffee includes the high cost of the coffee bean itself and the wisdom of the barista. You have a thousand reasons why it is expensive, but there is no reason to convince the mass consumer.

If the target is the consumers in the coffee circle, then the first thing to do is to improve their own level (including knowledge reserves, technology mastery, etc.), even the main manager himself is not convincing, how can we retain the stomach of the coffee maker?

Net red coffee pursuit of store decoration and style uniqueness. For decoration and equipment need to invest a lot of money, these high costs must eventually be spread evenly in the price of the product. If you can do a good job of publicity before opening a store, this style can really harvest high traffic in a short time. However, once the heat is over, it is difficult to form a repeat purchase for those who are keen to punch cards and shop, and the high price consumption frequency will not be too high.

If the target is the customers who come to hit the card, then we should think about the innovation of the product and launch the series of activities regularly. Only by constantly innovating according to the mainstream of consumption can we get the attention of more strange consumers.

After determining the target user, the main product and the store style, consider where to open the store.

If you first find a shop and then decide on the user, product, and style, the result must be very passive, because the geographical location, surrounding traffic will limit a lot of things, and shop rent is often the highest cost in the store opening link.

Renting a store without thinking, and then spending time thinking about how to decorate, or making major changes while decorating, or starting to determine menus and promotional materials after decoration, not only wasting their own time and cost, but also paying expensive rent every day.

Is it really not suitable to open a coffee shop in an epidemic? Not really.

Although chain brands are constantly spreading out stores, independent cafes give consumers a lot of things that chain coffee shops can't: one is human, the other is a slow-paced environment.

So if you choose to open your shop at this time, try to open it in the community, but not too far away from the busy area. Compared to opening a store in a high-traffic area, the rent of a community store will be much lower, while when people in nearby busy areas use software to search for food or surroundings, the store can have more exposure.

Store area does not need to be too large, community shop + take-out, can meet the needs of a small number of guests for space, fine coffee, also does not lack the attention and consumption of mass consumers. Under the epidemic situation, coffee shops need to be "small and efficient", and at the same time, they need perfect standardized operation procedures to improve the efficiency of ordering, which can not only reduce the pressure on operation, but also strengthen the ability to resist risks.

Notes: On the premise of paying attention to efficiency, we should also pay attention to good product quality and good service for every guest who arrives at the store.

The most important thing to open a store is to have customers, be good at observing what your guests like, often at what time, etc., and keep these small details in mind and make some adjustments in due course. Customers will also notice what changes you have made, which will increase their satisfaction with the store and become loyal customers. The cost of developing a new customer is several times that of retaining a regular customer! Cultivating regular customers is the most valuable store model.

Stable quality, innovation and reasonable price positioning are the prerequisites for the sustainable operation of coffee shops.

Classic products are needed to retain guests, and innovative products are needed to attract guests. In the idea of product innovation, we should not only pay attention to the appearance of the product, but also pay attention to whether the taste of the product can be accepted by the public. We should not give up the taste matching between materials because of blind innovation. The cost of product development and production should be controlled so that the pricing of products can be more acceptable to consumers.

Matching online platform operation is an important way to acquire users and brand promotion at low cost.

Platform live broadcasting is actually a very good and low-cost publicity method. The epidemic has made more consumers accustomed to online shopping and online discounts, so new coffee shops can broadcast live through various videos and e-commerce platforms. Although the number of people watching at first will be very small, don't give up because of this, even if only one person watches, stick to it, because you don't know how many users can brush your live broadcast.

Through online live broadcast to launch coupons, preferential activities, or through live broadcast online answer coffee knowledge, interaction with netizens, can effectively increase brand exposure, improve consumer trust in the brand. Offline membership system and member preferential activities should also be done well to improve the re-purchase rate of guests.

Under the epidemic situation, it is OK to open a coffee shop! But be sure to pay attention to good product quality and customer service. At present, the coffee market continues to sink, everyone's goal can not only stay on a small number of fine coffee consumers, we should pay more attention to the needs of mass consumers.

Image Source: Internet

Professional coffee knowledge exchange More coffee bean information Please pay attention to coffee workshop (Weixin Official Accounts cafe_style)

More fine coffee beans, please add private WeChat Qianjie Coffee, WeChat signal: qjcoffeex