Can you still make money for six yuan a cup of American style? Is coffee rolled like this when you go to the countryside?

Nowadays, low-cost coffee is so common in first-and second-tier cities that you can grab a handful of American lattes for a few yuan. However, recently, the prices of some rural coffee shops are unexpectedly low. Do they want to join the price war?

In the Little Red Book search for "country Caf é", there are 7k + related notes. Apart from those eye-catching "Internet celebrity coffee", there are still a lot of community coffee shop routes. A few days ago, the author saw a "Dali Liuyuan Cafe" in Yunnan, whose price was almost as low as cost:

American style is 6 yuan, the most expensive latte and quicksand American style is only 9 yuan. At this time, I thought to myself: what profit does such a low price rely on to survive?

Although cafes are in remote rural corners, the purpose of selling coffee is not to make money. The owner of Liuyuan Cafe used to operate six residential accommodation, the daily coffee sales group is not hotel guests, or tourists, the store is also specially located in the center of residential accommodation.

During the day, the store produces coffee here, and at night it becomes a place to drink, and the cafe is more like a space for people to communicate. To put it bluntly, coffee is only a value-added service for residential accommodation.

Going back to the price of coffee, what determines the cost of a cup of coffee is the raw materials + various wear and tear. Coffee beans are both expensive and cheap, and these two are not necessarily positively related to the quality of coffee. The Italian mixed beans used in Liuyuan Cafe here is 90 yuan per bag, and the average weight per cup is 2.7 yuan. The price of fresh milk is 1316 yuan / L, and the average price per cup is about 2.6 yuan to 3.2 yuan. Plus water and electricity, materials, equipment and other costs, 6 yuan of American style and 9 yuan of lattes can be said to be the cost price.

Instead of pricing dozens of people to judge, it is better to close the gap with people-friendly prices. Besides, who can resist the power of bargains? The trend of coffee consumption in the past two years shows that the vast majority of people think that coffee at the price of 15-26 yuan is more acceptable, especially for fast-paced Italian drinks. People who are willing to spend 30 to 50 a day on coffee are still in the minority, and those who sell coffee over 30 in villages and towns will face the "winter" blow of the market sooner or later.

Coffee as its own "foreign style" label, a large number of people still stay in the positioning of "high-class, petty bourgeoisie, high grade", as long as the addition of coffee, it seems to be able to shake into a high-end level. In the final analysis, however, coffee is just a drink, and there is no need to make it a symbol of too much attachment. As the owner of the six-yuan cafe said:

"for the children in the village, coffee is just a bad drink next to the snack bar in front of the primary school, and what I really want is a cup of milk tea."

After experiencing the fast-paced busyness and oppression in the city, many young people are always yearning for "Poetry and distance", hoping that they can open a warm coffee shop somewhere away from the hustle and bustle. In addition, the consumption level of villages and towns is on the low side, which gradually gives birth to a number of "country coffee shops" with everything in style.

Unlike fast-paced metropolises, whether it is the literary environment of cafes or caffeine indispensable to office workers, it is not very attractive to people who have lived in villages and towns for a long time. On the contrary, young people who return home are the real customers of these cafes. And what young people want is cost-effective coffee? Therefore, the empirical thinking of turning "punch-in coffee shop" and "experiential coffee shop" into "daily coffee shop" can gain a foothold in the market for a longer time.