On the current consumption Cognition of Coffee

I also entered this coffee world in order to open a small cafe of my own.

An old man chatted with me on Weibo yesterday. She said: I like the elegant atmosphere and aura of the cafe very much, but I'm afraid I can't afford it with my financial ability. What a pity!

Now in terms of the development of coffee in China, the words of the elderly is a common phenomenon.

In the eyes of the Chinese, especially northerners and mainlanders, coffee is not a consumer product of the masses, nor is it a necessity for consumption. most people think that coffee belongs to certain people.

In view of this phenomenon, I would like to talk about the consumption concept of coffee in China from the following aspects:

First of all, in terms of the classification of cafes and consumer prices:

There are two common types of cafes in the coffee world:

The first kind of person is the kind of person who loves coffee very much and devotes all his energy and money to coffee to enjoy it. Such people can often make the most wonderful coffee in the world and keep innovating. Such cafes put coffee first, the main business line may be coffee, with some refreshments, most of these cafes will not be very high consumer prices! (except for individual boutique cafes) most of these cafes tend to exist as individuals.

On the other hand, for the purpose of the commercial operation of the coffee shop, they pay all their attention to the operation, and a lot of money is spent on the decoration of the coffee shop. The coffee shop of such people is generally very commercial, and the quality of the coffee is not very high. Because coffee shop merchants often link profits to the cost of coffee, most of the coffee shops operate drinks, western food, and so on, and the price is also very high. Such cafes often exist in the form of chains.

These are the so-called boutique cafes and commercial cafes.

But often chain coffee, similar to Shangdao, Starbucks and other large coffee shops have a greater impact on the Chinese perception of coffee shops.

Most people have heard of these cafes, but the first topic is often: the food there is too expensive. I dare not even go in and have a look.

In the consumption concept of northerners and mainlanders, consumption should be "affordable", coupled with the low awareness of cafes, so they will think that all cafes are high-spending places and "stay away" from cafes. No matter what kind of coffee shop it is, you don't dare to go in there!

It is because of this price concept and the cognitive view of the cafe that there is a narrow space for coffee.

In fact, the correct summary is: not all cafes are very expensive, on the contrary, the prices are not necessarily low or small is not a good cafe!

Secondly, it should be analyzed from the groups and consumer psychology of consumers.

When consumers go to cafes, there are probably several types of people:

1. People who have a high degree of acceptance of Western culture, such as studying abroad, long-term residence abroad, returnees and overseas Chinese, and so on.

two。 Young people, people with high literary and artistic petty bourgeoisie sentiment, such as: young white-collar workers, office workers, urban fashion youth and so on.

3. There are also college students and teachers in various colleges and universities, especially young students.

4. Then there are some executives, managers or business people who go to cafes for business negotiations.

5. There are also coffee lovers and practitioners. There are coffee shop operators, baristas, coffee shop owners and so on.

6. There are people who are in urgent need of coffee as an adjustment tool in the living or working environment.

The first kind of people, is coffee as a daily habit, in their habits, coffee is a part of life. Most of these people spend money in leisure cafes, but most of them choose to have coffee DIY at home. So these people's requirements for coffee belong to the upper-middle class.

The second kind of people can often be summarized as young people chasing fashion. after all, coffee is a new thing in the interior of China. these people are people who follow the trend, they have a stable income, but they are under great pressure at work. Need a place to be quiet, or need a place to party and chat with friends. They will regard coffee as a fashion, and some people enjoy coffee culture, art and so on.

The third kind of people and the second kind of people have a large part of the overlap, belong to the fashion type of students, they go to cafes, most of them date with lovers, classmate reunion, kill a lot of time, and so on. Of course, it also includes teachers, in the group of teachers, people with a strong artistic style like the atmosphere of the cafe. Most of these people choose cafes for leisure, and they don't have high requirements for coffee. Of course, they pay more attention to the atmosphere and price of a restaurant!

The fourth kind of people often belong to business people, and now many business people have moved the places where negotiations and contracts are signed to cafes. This kind of negotiation in the cafe has gradually become a popular trend. I speculated that I probably changed the table to a coffee table, or went to sit on the coffee table after the table. These people often choose to decorate luxurious and atmospheric places, such as cafes in Star Hotel, large chain of well-known cafes and so on. Most of them do not have high requirements for coffee, but have high standards for the reputation of large chain or star hotels! This is also a manifestation of the value of the company or itself.

And the fifth kind of people, it should be said that they are people in the coffee industry, among them are some bakers, baristas, coffee shop operators, and so on. They often go to coffee shops in order to learn, exchange experiences, or step on restaurants. These people have a high demand for coffee and have accurate taste and pricing of coffee. They often judge everything in the coffee industry accurately, including the freshness, name, taste, characteristics of the coffee shop, and so on. These people choose places to spend, including newly opened cafes, famous restaurants in the coffee industry, distinctive restaurants, restaurants with excellent coffee taste, and so on.

The sixth type of people are stressful people who use coffee as a refreshing tool, and most of the places they choose to consume coffee are in casual, small, quiet cafes. The coffee these people need is medium.

Finally, in terms of China's consumption habits and the negative point of view of coffee:

In China's diet list, wine and tea have always occupied the first and second place in beverage consumption.

The first choice for a party of friends, relatives and friends is "eat out and have a meal!" The second is "come and have a drink and let's have a good chat!"

And Chinese people's consumption habits may be followed by Coke, Sprite, milk tea and so on.

When it comes to coffee, you may hear more:

"it's too bitter to drink."

"No, it's too exciting to drink. I can't sleep."

"Oh, you'll get fat by drinking coffee."

"how expensive it is. It will blacken the skin if you drink it."

.

The final conclusion is that this consumption habit and coffee cognition also directly or indirectly limit the speed of coffee development.

Therefore, in my opinion, in today's material and social development, the development trend of the coffee industry is good, the development prospect is also very bright, and the development space is also great.

But the slow pace of acceptance is more due to the low taste, poor quality and weak coffee culture in cafes. I hope you can know that coffee is not made casually, it also has its own long history and cultural heritage, just like the Chinese tea ceremony, we should put the taste and quality in place, and don't forget its culture. Large chain cafes hope to put the quality of coffee in the first place. After all, people get the most knowledge from these large chains when they consume coffee. Do not destroy the development speed of the whole industry because of individual quality problems.

But we must make "good coffee", put taste quality first, cooperate with coffee culture, and let consumers change their wrong perception of coffee consumption.

Source: Sohu self-media Xiao Xu's coffee shop