Why are coffee information cafes clustered in the business circle?

Coffee has risen from a cup of drink to a cultural symbol. Under the infiltration of coffee culture, coffee brands accelerate their "horse racing enclosure" in Yangcheng. On the 6th, Starbucks Yangzhou Libao Plaza store opened to accept guests. This is its seventh store in the main business district of Yangcheng. Walking into the main business district of Yangcheng, you can see at least three cafes almost every 500 meters. Compared with the increasingly tired clothing retail industry, the cafe has become a sharp weapon for the business circle to "attract money".

Why do cafes huddle together in business circles? Can they all go a long way?

Current market situation

Brand coffee

Accelerate the layout of the main business circle

At 08:30 last night, the reporter saw at the Starbucks Jinghua City store that more than 100 square meters of space was full, citizens waiting for coffee formed a long queue, and groups of young people were chatting comfortably. Sitting in the corner, Mr. Liu, who was listening to music with headphones and surfing the Internet on his laptop, told reporters that he enjoyed the "slow time" in the cafe.

In recent years, well-known coffee brands have accelerated the pace of expansion in Yang, and Starbucks is a typical example. In February 2007, Starbucks opened its store in Jinghua City. This is not only the breakthrough of Yangzhou international coffee chain, but also the starting point of the brand's layout of Yangcheng's main business circle. Since 2012, Starbucks has spread almost every main business circle in Yangcheng, which has become the epitome of the development of Yangzhou coffee market.

A reporter's visit

Three cafes with 500 meters

The "standard match" in the business circle

The reporter entered the key words "Yangzhou, Cafe" on Baidu map, and there were 422 options. In fact, the number of cafes in Yangcheng is much more than that.

Take Jinghua City Business District as an example, the reporter visited and found that within 500m from the south gate, there are Starbucks, Meow Coffee and lavazza Coffee. The cafes in the Wenchang business district are more dense. Within 500m of the Golden Eagle Wenchang store, there are not only Starbucks, carving time, but also local fast brands, such as pie coffee, A sir coffee and so on.

According to industry insiders, there are some well-known coffee brands, such as costa, Man Coffee, McCoffee and other investment work is being carried out steadily.

A probe into the reasons for the popularity and rent relaxation policy to attract big names

Why do cafes gather in the business circle? Ms. Tan, a professional manager who has been engaged in business for many years, said that first of all, Yangzhou has a large consumer market to be tapped. "relevant data show that at present, our per capita annual coffee consumption is 5 cups, which is far lower than the annual per capita level of about 300 cups in Japan and South Korea." Secondly, the popularity of the business circle is very high, the atmosphere is strong, do not worry about the source of customers.

Although cafes have sprung up in recent years, there is not much operational pressure on well-known brands, she said. "for big brands, the commercial complex charges almost no fixed rent, but uses deduction points to earn the harvest, with a percentage of 8% and 10%. Even if it collects rent, it will give big brands a rent-free preferential policy for the first six months. " She said that the deduction points will increase year by year as the turnover increases. "however, due to the pressure of attracting investment and the flow of people, the deduction points for the first year of some newly opened urban complexes will not be too high."

The interpretation of the sample is only across the street, and the fates of the two libraries are very different.

Will the public buy a cup of coffee with an average price of 20 won 30 yuan per cup? With the popularity of cafes and the continuous improvement of the income level of citizens, coffee culture is gradually accepted by the public. The reporter learned from Starbucks' Jinghua City store in Yangzhou that Starbucks alone can sell more than 1000 cups of coffee a day. The head of Meos Coffee across the wall also revealed that the restaurant entered "queuing mode" on weekends, and it was often "hard to find one" on the first floor.

However, not every cafe is running well. Hongqiao Square, for example, was once one of the densest business districts for Yangcheng cafes, running Starbucks, blu, Coffee with you, backyard Coffee, citytime, Kopi Luwak and so on.

Today, the total area of the two floors is more than 200 square meters, and citytime, which specializes in coffee and light meals, has been closed. Across the street, Kopi Luwak, which covers an area of more than 100 square meters and specializes in high-end coffee and various desserts, can have more than 80% of seats on weekends. They are both in the same business district and local cafes, but they have a different fate across the street.

Extend to think about how the local cafes go far?

In view of the cafe "horse racing enclosure", industry insiders suggest that cafes should not only have products, but also pay attention to sentiment. Well-known chain companies have the advantages of management and word-of-mouth, while local cafes have the advantages of personality and flexibility. "the area of the cafe should not be too large, but it should be unique, and the hardware and location should be cleared. Local cafes can also be used as venues for various activities or private parties. "

He analyzed to reporters that the cafe is first of all the king of the terrain, opening a shop in the central area will always get twice the result with half the effort. "this is why the shops in the mainstream business district are not worried about rent." Secondly, whether the products and marketing ideas can keep up with the market is also very important. "No matter what kind of coffee it is, if the quality is poor and the composition is not complete, it will not be easy to increase the number of regular customers." In addition, cooperation with local planning companies and wedding companies is not only limited to dining out, but also the development trend of small and medium-sized cafes to strengthen the route of personalization and customization.

Zhang Yujing