Store owners talk about the misunderstanding of opening a store.

At present, more and more people want to open a coffee shop in China, some people want to realize their dreams, some people want to open coffee shops to make money, some people want to find their dreams in coffee. Yes, there is. There are a lot of ideas, but if you want to open a store, have you ever thought about everything after opening a store?

I remember that Chen Haopai said in the first paragraph of "tasting Coffee": "in the world of coffee, you can often find your dreams, and you can also realize the dreams of many people." However, when you open a coffee shop and run her, you will find that you really have to like her before you do it.

Why do you want to write this article? in fact, I want you to think more about what kind of coffee shop you have in mind. Are you really suitable for opening a coffee shop? (in most cases, the opening is how long it takes to get back the capital, how much money you invest and what you can get back in a few years, and so on. It's easy to open a shop, if you have money, but it's not as easy as you imagined. It's art, and coffee is art. If you think you have a lot of money to lose, then open it! Of course, it is not to tell you not to make money, how to maintain it if you do not make money, but to earn "conscience money" appropriately.)

The following point of view, I hope to have a little help or inspiration for you who want to open a store, can be adopted as watching and playing, and it is only considered from the first-tier cities for reference only.

one。 The wrong idea of opening a coffee shop:

1. Coffee is too close to business or coffee shops are run as speculation; coffee is a culture, and it's not just business (unless you just want to open it for 1-2 years or even 1-2 months or even recent fun). I believe that most people still have ideas about opening coffee shops. I have visited some coffee shops (not many) and communicated with some baristas. I think most of them are very thoughtful. Of course, you need to have ideas to make coffee. You need to have ideas to run a coffee shop!

two。 If you open an office building, it must be safe; don't think that you will make money or protect your capital if you open an office building. This is all part of what you see. Opening a shop in an office building is relatively single, because most people feel that they will not go to another office building to drink coffee, so most of them can only do single-family business. Generally speaking, office buildings are also divided into several categories: 1. Office buildings dominated by Chinese-funded enterprises; 2. Office buildings dominated by Hong Kong-funded enterprises or foreign-funded enterprises; 3. Office buildings with the majority of innovation and technology enterprises; 4. Change from warehouse to office (such as oct Cultural and Creative Park); why should it be classified, because different types of office buildings can be crucial to coffee shop business. Next is my analysis of the office building just mentioned: the first category of Chinese enterprises, most people do not pay much attention to coffee, and generally go to drink coffee is the leadership or management of the company, just think about how many enterprises can be in an office building, and how many management or leadership, and will be in the company every day! In the second category, if you choose to be in offices with more Hong Kong capital and foreign capital, congratulations, at least you can have a good income in the early stage, but it certainly depends on the later stage, why, there will be further analysis later! The third and fourth types of innovative enterprises or the transformation of office buildings are generally in the field of electronic technology, art and design, new or emerging enterprises, for the coffee shop environment and atmosphere, product quality determines the future trend and fate of coffee shops!

3. There is no theme (the most "miserable"); often many people open coffee shops and think that the more products, the better, but in fact, more products need to be selected. from a psychological point of view, more choices mean no choice, because there are too many. Become difficult to choose or difficult to choose. What's more, some people think that selling food is good, so they tend to focus on how to eat more or how to cook it well (not asking you to make her a mess, of course). Coffee shop is a place to sell coffee, of course, the first thing to bear the brunt is to consider how to make the coffee well, how to make the coffee more spiritual, and how to make the coffee "work". If you only want to make a good meal, then I suggest you open a restaurant instead of a coffee shop!

4. Think that opening a coffee shop is easy to make money (being tricked); why it is said to be cheated? generally speaking, opening a shop will go to some cafes to step on or ask relevant people, but it will often be misled into thinking that it is easy to open a coffee shop. But most people close down soon.

5.20% 80% (the proportion of knowing coffee and not knowing coffee) the current market situation in China is that 20% know coffee and 80% don't know coffee. Of course, according to China's current national conditions, some people will think that doing 20% of the people's business is too little. We should consider the needs of 80% people, but precisely because of this, more people ignore that 20% of the people are in first-or second-tier cities. And more and more people will pay attention to the field of coffee, don't forget that "coffee", "tea" and "wine" are all derivatives of the three major cultures in the world! And let everyone pay more attention to and understand that coffee is not only the duty and mission of baristas, but also the atmosphere created by coffee shops and the coffee culture brought about by the atmosphere, as well as coffee products! Do not let everyone think that coffee is only bitter, if so, do not let him drink herbal tea! People's needs are endless, if you can only meet, then not only you are very hard, but you will find that you will never be able to meet everyone's needs and ideas. To put it simply, at the beginning of the coffee industry, those famous books under the name of coffee shops, going to the island, etc., but have you found that the popularity of that year has ceased to exist and is still shrinking? in fact, don't take everyone as a fool. If you drink good, you will go in a better direction, so it will be even more so in the future, and everyone will more and more enjoy it. Remember "tasting coffee", there is such a period. A Taiwanese coffee expert once said, "Coffee is bitter on behalf of flaws, sour on behalf of stale, a good cup of coffee is to: fragrant, sweet, soft, smooth, smooth, fine, sweet." I'm impressed!

6. Opening a shop is too idealistic or too dreamy; many people will have many different ideas when they open a shop, but have you ever thought that someone may not know how to appreciate it in different places? It's not good to make money in your mind, but if you don't make money, you can't maintain it. Very often, you just have to consider whether your own ideas are consistent with the reality. After all, it's not a computer. If you touch the keyboard casually, Delete can solve it.

7. Do not open it if you are not interested; this is actually mentioned above, but why should I stress it again here? I would like to advise those who want to open a shop that they are not enthusiastic about coffee, do not open it, that is a burden!

8. Don't easily trust the person who told you to open a coffee shop to make money; why? in fact, as I just mentioned in Taiwan, "Coffee is bitter, and sour means it's not fresh. A good cup of coffee is fragrant, sweet, soft, smooth, smooth, fine, and sweet." I changed it myself, "it's a lie to open a coffee shop to make money, and to tell you that it's nonsense to pay back in one year." the psychological conditions for opening a shop should be: love coffee, enjoy coffee, move coffee, burn coffee, find coffee, pursue coffee, taste coffee.

9. Don't bring cheap, low-quality coffee to the guest's table, it will destroy all of you; the fate of a coffee shop has a lot to do with its quality. Don't think that no one will choose or taste it. At least you can feel the good or bad. Just like when a barista goes to a coffee shop, he will feel the mood of the other barista and his dedication to coffee! By the same token, people who want to be inferior will eventually be discovered by others. People have always asked whether xx coffee beans are the best or which brand is good, and why I always use this brand of coffee beans. In fact, apart from the fact that I think the coffee beans of this brand are really good, and the coffee beans currently available in China are really good in terms of beans themselves (of course, if conditions permit, it is better to bake them by yourself. But at present, I feel that the quality of raw materials is either unstable, uneven or the price of good raw materials is too high. Take the blue mountain coffee beans that most people know. At present, more than 85% of the local coffee plantations in Jamaica are exported to Japan, and most of the rest are exported to the royal aristocracy. How many can go to China and how many can be in your cup? at present, I dare not say that 100% of the blue mountain coffee beans sold in the country are fake, but it is not far from this goal. Let me tell you again how much the Blue Mountain coffee in your cup is worth. I will calculate to show you, "on average, the best Blue Mountain coffee currently used in business costs 88 yuan per pack, but most of them are made with 45 yuan a pack. According to 88, a bag is equal to one pound, one pound is 454 grams, and a cup of coffee takes 8 to 14 grams, then it is calculated by 14 grams. The cost of each cup of coffee is 88 divided by 454 grams and then multiplied by 14 grams. In other words, what you drink is the best Blue Mountain costs less than 3 yuan, if you don't use the most expensive! If you think about it, is it scary? At present, the lowest price of the ordinary Blue Mountain is about 48 yuan, and the lowest one marked with the best Blue Mountain is 88 yuan! Think about it, when you know, will you go to the coffee shop to order Blue Mountain? Will you still go to the coffee shop and tell the clerk loudly to bring me Hulan Mountain? And do you know what kind of beans are in the blue mountain coffee beans you drink? Do you know where the beans of instant coffee come from at present? Those so-called blue mountain beans all come from this, will you still drink it? In addition, I chose to use xx coffee beans because I have a strong affinity with her. My first job was at xx and I have always had an inextricable bond with her, so I like her very much, including all of her, or, more simply, "I like it". However, there are still some people who open shops in the market who are inferior. Once upon a time, there were so many guests who came to our shop to drink coffee, saying that this brand of coffee was not good, and finally there was no way to order a cup to drink. As a result, the other party immediately said, why is the coffee you drink here different from that of other coffee shops that also use these beans? I believe there is more than one person with this question.! However, some people ask: what kind of coffee beans are good, and the expensive ones must be good? Is the imported one sure to be good? In fact, I would like to say that there is no definition of whether a cup of coffee is good or bad. How does coffee fall into the cup? How do you get to you? doesn't it depend on the barista? If it is important to show the most beautiful side of coffee beans in front of you, why care what beans to use? And some people ask: what kind of coffee is good coffee or delicious coffee, and how to drink coffee is professional? In fact, there is no distinction between good and bad coffee, there is no final definition, how to drink coffee is not the key, the key and definition comes from the hearts of the people, to me, what is good coffee, in fact, is very simple, suitable for your own coffee is good coffee, how to drink coffee is professional, how you like to drink it, then go in the direction you feel is professional! In fact, what kind of beans to use, how to be aggressive is not so important, more from the barista's technology and love of coffee, a good mood is a good coffee!

10. Find the right person; generally speaking, most people who open a coffee shop are exposed to coffee but not to the operation of the coffee shop, so they often find someone to help them prepare for the first stage, and some people they know to work in the store in the latter part. I have seen working in a coffee shop for less than half a year to help people open a shop, as a result. Needless to say! There are also some people who used to work in famous coffee shops, but what does that mean? Just like Xing X, the people inside are also good, but it is quite difficult for you to let him run a store on his own. Why? It is related to the management of the chain enterprise. the daily work has been set up, and there is no need for one's own opinions. Basically, the work is arranged according to the book model, and there are explicit rules on what to do and what to do. It is not impossible, but it ignores the self-growth of the employees, so even the management will only work step by step after coming out. Some people will be self-righteous, feel that they have worked in a certain brand for a long time or where they have worked for a period of time to learn something, come out and talk everywhere about where they have worked, and the result is fooling around!

11. Find your friends or people introduced by your friends to work in the store, so you feel more sense of security. After all, you invest and you don't have time to read it. As we all know, no matter where you work, try not to find people you know in the same company, even less if it's management! Why? Do you have the nerve to talk to each other when the other party makes a mistake? It's okay if it's a small mistake, what if it's a big problem? And often small problems are ignored to become big problems, where big problems come from, are accumulated from small problems! As the saying goes, "there is no doubt about the use of people, but there is no need for suspects." If you choose to open a shop, then the same state of mind must be corrected. And if the other party attracts all the friends, the business is good, but in case the business is bad, and the other party makes unreasonable demands or finds a better step, if you can't agree to get the brigade to leave or make trouble before you leave, in the end, you will lose both husband and soldier!

The above is my understanding and general misunderstanding of opening a coffee shop, but it does not tell you to be afraid of opening a coffee shop. After all, the shop is still done by people, whether they will live or die or on their own, of course, there are a lot of unexpected things. Of course, in the future, the coffee industry will become more and more professional, and we should also think about one thing, that is, don't think that you can open a shop casually if you have money, there are people who can open it everywhere, why only some of them can be maintained. Have an ideal for coffee, but you can't just soak in your dreams. Don't make coffee too commercial, pursue life.

twelve。 Act in haste; there are often some people who open a shop without full consideration, and are always in a hurry! In the end, it is often that the place is not selected well, and the person is not found well, as a result, there is no way to turn! Sometimes, to find a good place can not be seen in a day! Even if you have money, find the right position or go out of business, why not spend a little more time to "think again, investigate again, look again, inspect and inspect"? Others say, "if a good seat is not booked immediately, it will be gone." In fact, I agree with you! But you need to have a unique vision, have some experience, or have responsible friends or mentors around you.

two。 Store address selection and analysis:

L Commercial Plaza

1. Generally speaking, the customer flow rate of shopping malls is the largest. Coffee shop needs profit space is to see the turning rate, and commercial square advertising large-scale, multi-event, multi-brand, one-stop service, shopping are mostly yearning for or pursuit of life, and large flow of people, especially large-scale commercial square or government-supported projects, can raise everyone's level at the same time, so the commercial square is the basic first choice.

two。 Commercial plaza is good, but do not look for that kind of sunken square, because at present, urban people are not very receptive to underground shopping malls, and some people drive to drink coffee. Sunken squares generally do not provide this or the parking lot design is not perfect! (for example, in Zhong X City, where you park to the ground floor, you have to turn close to 5-7 laps to get there. The design is unreasonable, and even the subway entrance cannot be done.)

3. A good commercial square needs a large brand supermarket, because shopping is not only on weekends, but also on weekends, so that the flow of people will continue.

4. In addition, the details we should pay attention to are: see where the developer is; what investment company it is; whether it is leased as a whole or privately; whether the store belongs to a company or mainly private; what is the positioning of the mall; what are the merchants who have entered? that management company manages the store; you may ask why you should pay attention to this! Let me introduce you one by one!

Developers: some developers are mercenary, but it's not a big problem.

Investment promotion company and mall positioning: this is a key issue. Some bad investment companies will position the overall rental price at a very high level, and in the early stage, they will say that there are many large brands talking about the issue of moving in. As a result, there are often no big brands in the end, and there are only those small independent brands or street stalls selling them, which feels like entering another oppressive area.

What are the merchants who go in? this question will be related to your level and positioning, especially now some irresponsible shopping malls will brag about it. Once a friend of mine told me that his neighbor once met him, opened a clothing store in a shopping mall, and hung some world-class brands such as LX and GX when he went to talk about it. I thought that even those brands liked which shopping malls. In the end, there were no big brands. Then it goes without saying that you can guess the result!

Mall management company: only a good management company can let you avoid unnecessary trouble, and there is a responsible management company, the whole mall will look more classy.

Whether the company's property has been sold or has been sold into private property: this good management company has similarities and differences, private shops are not necessarily bad, but a bad landlord will make you laugh bitterly.

Office building

1. I have already talked about the analysis of office buildings at the beginning, so I won't say much about it here, but I still want to remind you that office buildings will also have some of the same problems as above.

two。 The rents of shops on the ground floor of office buildings are generally quite scary, and some of them, of course, are falsely high, and especially the office buildings around CBD, the prices are particularly frightening. Once a friend opened a coffee shop with a rent of more than NT $100,000, only more than 200 square meters! It's not enough to pay the rent.

L residential area

1. Residential areas are also divided into supreme luxury areas (villas), high-end luxury areas (high-end luxury buildings), general luxury areas (general luxury residential areas), ordinary residential areas and general residential areas.

two。 From my current understanding, the supreme mansion or high-end luxury mansion is not so suitable, because the people who live there are people who own cars, and these people would rather drive to other places to drink coffee than go downstairs to drink. Moreover, these people come back in the evening and come back full and drunk, rarely go back to eat near home, at most, there is no program on weekends to pack a cup of coffee and drink! Most of the people in ordinary residential areas and ordinary residential areas will consider the price and work are so tired that they do not have much free time to enjoy a cup of coffee for you! So I think the general luxury area will have an advantage, there is extra time to enjoy, like the real time to enjoy a cup of coffee, the pursuit of real but not grandiose life, understand the real life. We really need this kind of life!

3. In addition to some of the above mentioned, residential areas should also pay attention to some detailed factors. Generally, coffee shops will choose to be in some supporting skirt buildings near large buildings, and some large residential areas will choose to add large supermarkets in the skirt buildings in order to improve the residential areas. this will better improve the overall level and the surrounding development. But this is also a crucial key, not high-grade supermarkets can only be called the market, which will greatly affect the fate of your store in the future. And the occupancy rate of the real estate and what kind of people live in it can not be ignored (for example: in the past, when a real estate in East Lake opened, a large commercial supporting square was built in front of the building, in which there were also large well-known supermarkets. As a result, the coffee shop opened inside closed down in less than a year, and lost money every month. In the end, the loss was really severe. There was no way. Finally, it closed down. But now there is a new shopping mall built around it. If he had survived until now, it might have flourished!

4. Why did the coffee shop mentioned above close down? There are several reasons: generally speaking, when the real estate market opens, it is often pushed again and again, and in the end, others also have to decorate for a period of time, at least for nearly two months or more than half a year. How long do you think you can last? however, you have survived it. What if the occupants of the other real estate are all on vacation or come back on weekends; and what if they are all speculators? The selling rate is 100% and the occupancy rate is 100%. What if all the people living in it are retirees or the elderly, they just buy vegetables every day; and are you sure they are the potential consumers you want?

Xiaoqiao running water area (creative park, near the park, with a beautiful environment, far away from the urban area, can return to nature, rural hutong, etc.)

1. Xiaoqiao flow area contains in the first-or second-tier cities are relatively difficult to find or can be said to have no!

two。 If there is, it is necessary to consider the funds you can invest!

3. And stores opened in such places must pay attention to all the details, so that they are absolutely not careless, otherwise they will waste no matter how good the environment is.

III. Location, rental requirements and shop size

1. 100 square meters is better;(convenient, avoid a lot of unnecessary trouble, sell products are always limited, too large area will only increase your burden)

2. If you open your first store, I suggest you open it a little smaller, because the first store often has some defects, and then it will be closer and closer to perfection. If you open the first store bigger, there will be many unexpected problems, and lack of experience will easily encounter bottlenecks and fail.

3. 100 square meters of rent is generally recommended in $$$$within the best, but also consider whether the price is too high, not so many people but extremely high rent! Therefore, according to the analysis mentioned above, see which lot, circle, flow and crowd you are considering;

4. A good location requires good management, and a bad location requires good management; here are two examples:

First talk about the bad location, in Shanghai to hear friends say there is a good coffee shop, let go to see, the results to find that it is a coffee shop that needs to find a long time. The place is quite partial, it can be said that it is really quite partial. After arriving at that place, I found that it was originally a village house transformation, and I had to walk to the very inside of the alley. However, when he found it, he really felt like he had discovered a new world. It was a cafe that most people yearned for. The first floor was his own studio, and the second floor was the bar and rest area. It was decorated in a simple, retro and natural way. He could feel that the other party had put a lot of effort into this shop. After entering, you will find that there is no coffee machine inside, so the coffee is purely handmade, very sensible, and the price of each cup of coffee is more than 45! You don't think anybody's going to see this, do you? If you think so, you're wrong! Full house, full house! Why, that's the barista and boss's mind, good coffee does not need to appear in a good location, but a good location needs to have a good coffee foil!

A friend opened a coffee shop downstairs of an office building and shopping mall near Luohu Railway Station in Shenzhen. It was over 100 square meters, and the overall investment was over one million. The location was actually good, but the rent was very high (falsely high). At the beginning, it was a coffee shop, then a red wine house, and then it was to make cakes by itself. Later, it was not easy to sell. I started cooking, and as a result, I wanted to cook everything. Western food and Chinese food were cooked. What was even more funny was that there was a red wine store next door. Upstairs is the bar! At that time, she opened the first week to see the feeling of the store and menu, the first feeling is that less than half a year will close down, and also told the store manager (is my friend), the result just after a month on the transfer! Investing millions for nothing! (Question: No theme, coffee shop coffee is not the main thing, so what do you sell?) Coffee is not professional. Why do you open a coffee shop? Not variety is useful, diversification does not mean disorder; coffee shop inside should be in addition to coffee are auxiliary products; to do what meals, please open a restaurant; next door business to do what is not obvious? Do you want to have a price war? If they are more expensive than others, then there will be problems buying them, right?

The above two examples actually want to tell you that coffee shops are places with life, just like coffee, there is life! You will die if you don't raise them properly!

IV. Understanding of coffee shops

The barista is the brain; the coffee is the soul; the product is the viscera; the signboard is the face; the doorway is the five senses; the bar is the skeleton; the overall design is the limbs; the environment and atmosphere are the blood; the clerk is the finger;

A coffee shop has to contain all of these connotations to be considered alive! Don't throw things around!

The above may not be comprehensive enough, but also only my own understanding of this part, we may not all accept or approve, it does not matter, give me some advice, I will be open-minded and seriously consider! I hope my growth will allow everyone to grow!

Note: Some of the above words describe coffee shops or coffee beans with the word "she". Why? Because in my feelings, whether it is coffee shop or coffee beans are alive! And as warm and pure as a woman, it is a symbol of art! I hope you can also think that it takes 3 years for a coffee bean to grow into your cup. It is not easy to get it. Do you have 3 minutes to feel a cup of coffee? Although it only takes 3 months for a coffee shop to open from preparation to completion, there is still a long way to go! Have you thought about it?

Author: Happy Coffee Companion