The coffee shop may only have a survival rate of half a year. Can you make it?

More and more people drink coffee, coffee shops also open more and more, but coffee difficult to profit complaints also seem to be more and more, a Xinjiekou business circle Starbucks store manager told reporters, if the site is correct, the popularity of the business circle is more prosperous, coffee shop profit is not so difficult, if can enter the well-known scenic spot, profit is not a problem!

In January 2015, KFC launched freshly ground coffee, claiming to use Arabica coffee beans; March 19, Master Kong and Starbucks officially married, hand in hand to enter the ready-to-drink coffee market; Recently, Haagen-Dazs new latte advertising also began to flood…As for McDonald's "McCoffee" area, it was even earlier, but the momentum of "coffee" was far less intense than it is now.

However, in sharp contrast to the above-mentioned brands 'aggressive entry into the coffee industry, Nestle, one of the coffee industry's tycoons, destroyed a large number of coffee earlier this month due to market returns, expiration dates and other reasons! On the one hand, the overcapacity of representative brands in the industry, on the other hand, other fast-selling brands and some urban petty capitalists are optimistic about the coffee market. How is the demand for coffee changing? Part of the urban petty bourgeoisie coffee business dream can take advantage of this coffee hot homeopathic sailing.

Profitability is too difficult to burn money. Most new stores only have a half-year survival period.

Lao Zhu's coffee shop opened in an office building in Xinjiekou. "I only make 30 cups of coffee a day. I can't make more!" Such as Lao Zhu single product shop, exaggeration point, Nanjing also can not make up 5. "The coffee beans in the shop are all picked by myself. After buying raw beans, I roast them myself and grind the coffee powder myself. The production of single items is basically purely handmade." Lao Zhu said that his shop is basically known friends in the circle, or peers come here.

Referring to coffee shop entrepreneurship, Lao Zhu said that this is an extremely expensive business,"in addition to pure manual skills, rent, water and electricity, decoration, machinery and equipment and coffee beans, which cost money." 50,000 to 600,000 yuan will be spent in half a year!" In Old Zhu's memory, in recent years, Nanjing's newly opened cafes usually only have a half-year survival period. Except for large chains or well-capitalized brands, many coffee shop owners regard this as a second sideline.

Lao Zhu said that it took him five years to break even. The rent at Xinjiekou would cost more than 10,000 yuan a month, plus more than 100,000 renovation costs, nearly 100,000 equipment costs, plus the cost of coffee beans from different origins, and the initial investment would be 300,000 yuan. Fortunately, I am both a boss and a clerk, saving a lot of labor costs."

Chatting, Lao Zhu is not optimistic about coffee entrepreneurship,"want to rely solely on coffee profits, it is really too difficult!" I actually have my own main business."

Looking for a way out, location and popularity are the most important

More and more people drink coffee, coffee shops also open more and more, but "coffee difficult to profit" complaints also seem to be more and more, a Xinjiekou business district Starbucks store manager said, if the site is correct, the popularity of the business district is more prosperous, coffee shop profit is not so difficult, if can enter the well-known scenic spot, profit is not a problem! The manager's statement was approved by Tian Zhicheng, the planning manager of 1912.

But they also admit that the coffee industry is highly competitive at present, and it is risky to start entering the industry now. Starbucks store manager said that brands such as Starbucks do not accept joining, unified management, profitability is relatively good, but also inevitably by the impact of peer competition. "For example, in the vicinity of my store, brands such as 'Coffee with you',' Man Coffee 'and so on have been opened one after another, directly affecting my monthly turnover." It is reported that compared with the previous "one big" business circle pattern, the turnover of his stores has fallen by about 20%.

Manager Tian privately revealed that there was a Korean-run cafe in the 1912 business circle,"but it closed shortly after opening." Even a friend told him that in the second half of last year, the opening speed can be called "coffee accompany you", the current business situation is also worrying.

Coffee is the most profitable product compared to related products

In the chat with Lao Zhu, including Starbucks, COSTA and other well-known brands, in fact, they do not rely on coffee products to make profits, but other products in the store, such as desserts, cups, meals and so on.

However, the store manager of a Starbucks store in Xinjiekou business district clarified this: "70% of the store's revenue comes from coffee products, 20% from desserts, and 10% from other products such as cups.

What kind of coffee sells? Coffee industry tycoon Nestle's "pour coffee movement" caused a lot of questions: 3 in 1 instant coffee era is about to pass? Will the market prefer freshly ground and ready-to-drink coffee? Data show that the growth rate of the domestic instant coffee market has declined from double digits to single digits.

Dai Hongming of the post-80s generation said that he especially liked to buy Nestle's 3-in-1 instant coffee when he was a student."Later, he transitioned to its gold medal black coffee. After working now, he basically went to Starbucks or COSTA to buy hot drinks directly, and rarely drank 3-in-1 instant coffee again." Leo believes that although most consumers of coffee shops such as Starbucks or COSTA are not good at the taste of coffee, for modern urbanites, going to coffee shops has clearly become a way of life.

"This can be seen from the popularity of hot coffee and the popularity of coffee machines. Therefore, the potential consumer demand is changing, and the brand has to be laid out in advance." In Leo's view, Nestle has been developing and launching coffee capsule machines since 2010, but it will take some time for capsule machines to enter home coffee life in terms of the mass consumer market.