Invest in coffee shop: make your own style

If the "Starbucks" in the high-end office complex has established people's first impression of coffee shop romance and petty bourgeoisie. Then in "Shangdao", soft sofas and economical and delicious business meals show people another kind of amorous feelings of coffee shops. In fact, Starbucks and Shangdao are just two versions of coffee shops. With the gradual popularity of coffee culture in China, a variety of specialty coffee shops have sprung up in Beijing, Shanghai, Guangzhou and other large and medium-sized cities. Coffee shops, which are regarded as the foothold of petty bourgeoisie, have set off an upsurge of investment.

A corner of the humanities coffee shop

With the continuous improvement of the quality of life, the consumption of coffee as an imported product in China is increasing day by day. According to relevant data, China's coffee consumption is increasing at an annual rate of 15%, and will gradually become one of the largest coffee consumption markets in the world.

Business consulting experts remind investors that due to the relatively large scale of investment in coffee shops, investors should have a comprehensive understanding of various styles of coffee shops, whether they join chain brands or create their own brands.

Popular fashion coffee shop will popularize fashion to the end

In first-tier cities, the figure of "Starbucks" is the most familiar. However, high rents and high-risk characteristics have deterred many investors. In fact, in second-and third-tier cities, coffee shops have a broader space for development. As a result, many investors turn their attention to second-and third-tier cities.

At present, the second-and third-tier cities are mainly popular fashion coffee shops. The French-style coffee shop on the island of Xidi is a case in point. It is understood that Xidi Island, with "freedom, equality and no boundaries in the world" as the concept of coffee culture, is committed to promoting and popularizing coffee consumption fashion culture in China. At present, nearly 200 franchise stores have been developed in China.

Unlike coffee shops such as Starbucks, which are targeted at relatively narrow crowds, coffee shops in second-and third-tier cities are targeted at mass fashion people. In the service content, not only provide a variety of delicious coffee drinks, but also provide a variety of flavors of Chinese and Western simple meals. The reporter found in the Langfang store on Xidi Island that some customers did not come here to enjoy the coffee, but to enjoy the delicious set meal. Surrounded by red, brown and milky white, the strong aroma of coffee reverberates in the air, which may be a comfortable, petty bourgeois feeling.

If investors choose to join the model to open stores in second-and third-tier cities, then the size of the store must be strictly evaluated. In general, franchise headquarters will choose a variety of modes for investors to choose. Take Xidi Island as an example, there are two main models: the Duke of Bourbon Cafe and the Louis Glory Cafe. The former has an operating area of less than 500square meters, an investment brand franchise fee of 88000 yuan, a brand deposit of 20, 000 yuan, and an expected investment payback period of 8-12 months; the latter is a flagship store in the Chinese market with an operating area of more than 500 square meters and a brand investment franchise fee of 108000 yuan and a brand deposit of 30, 000 yuan The investment of other franchise brands fluctuates slightly above and below this standard.

Leisure coffee shop subverts the traditional inherent mode

Mr. Chen is a Hong Kong resident who has lived in Beijing for 10 years. As a result of the habit of drinking coffee since childhood, I have a deep affection for coffee. After work, I have traveled to many countries, and the place I must visit is also a cafe, so I have a good understanding of coffee and have a lot of my own opinions. As a result, on the one hand, he runs his own advertising company, on the other hand, he begins to implement his own coffee shop opening plan.

In fact, there are many people like Mr. Chen. With a relatively stable career, open a leisure bar, so that their interests can be continued, but also can meet some like-minded friends, it can be said to kill more than one stone.

The most important feature of leisure coffee shops is the "leisure" feature. According to Mr. Chen, at least it should be shown in terms of naming, location, decoration style and drinks. Take Mr. Chen's coffee shop as an example. The name "favorite", on the one hand, hopes to express that it is the most authentic Italian coffee shop, so that people who really understand coffee can come together; on the other hand, it hopes to use such an emotional word to attract men and women in love. This connotation is also reflected incisively and vividly in the collocation of drinks. According to Mr. Chen, the "favorite" drink list deliberately highlights the combined consumption of a man and a woman. For example, male consumers like coffee, so female consumers will have some fruit, ice cream and so on.

In the site selection, this leisure cafe did not choose the place where bars such as Wudaokou are concentrated, but chose the pedestrian street of Zhongguancun. There are all kinds of shops on the pedestrian street, and Mr. Chen hopes that the "favorite" coffee shop will become a "rest stop" for them after shopping.

The decoration style of leisure coffee shop is very different from Starbucks, Shangdao and other brands. The reporter saw in the favorite coffee shop, the store is colorful, are relatively bright colors, with a sense of recognition of the concise style. According to Mr. Chen, this style can be seen everywhere in Italy. Mr. Chen hopes to extricate his favorite coffee shop from the inherent coffee shop model and become the representative of leisure coffee shop.

The investment scale of leisure coffee shops is relatively small. The size of the store is about 80 square meters, and there are 2 or 3 clerks in the store. The drinks served are mainly coffee, with a small amount of dessert and pizza. The upfront investment ranges from 300000 to 400000 yuan. Therefore, for investors, coffee shops do not have to follow a fixed model, leisure coffee shops may be a good choice. Of course, the key is to choose the location and find your target customers.

The humanities coffee shop is simple and elegant with a different artistic conception.

When it comes to "carving time", many people may first think of the cabin at the east gate of Peking University more than 10 years ago, which was the earliest carving time coffee shop. Now there are branches in Weigong Village, Xiangshan, Wudaokou, Lido and Beihang.

Sculpture time is the representative of a typical humanities coffee shop. Here, you can come to listen to music, to read books, or to watch movies. Quaint wooden floors, jujube curtains and some wooden furniture are its main elements. In such a coffee shop, enjoy a calm state of mind, simple and nostalgic feelings. There is no noise, only calm, only light music and soft lights. If you choose a backer or a window near a tree, it is a different kind of mood.

The style of the humanities coffee shop is destined to have a unique location. According to Zhuang Tsai, general manager of carved time Cafe, humanities coffee shops will not choose downtown or busy areas like fast food restaurants, and they are not aimed at people who want to spend quickly. Therefore, the humanities coffee shop will choose the college circle or even inside the campus, places where foreigners live, and some scenic spots with high popularity and strong cultural atmosphere, which should be in line with the simple and elegant style orientation.

As the humanistic coffee shop has relatively high requirements for the operators, it must be integrated into the operators' deep grasp of the humanities and arts in order to do well. Therefore, at present, there are few chain brands of humanistic coffee shops, which are mainly operated by individual brands. The reporter learned that so far only "carving time" has begun to take the step of franchise. However, according to Chuang Tsai, unlike other franchise practices, the operation of "carving time" is quite cautious and even conservative. Not only the franchise fee is not low, but also the choice of franchisee is relatively strict. First of all, we must fully understand the characteristics of humanistic coffee shops. Second, be able to take investment risks and have the financial strength, because opening a humanities coffee shop is not as fast as imagined to make money, but a kind of accumulation and precipitation. In addition, it is better to have a background in coffee-related knowledge.

At present, the joining mode of McDonald's and KFC is being adopted by "carving time". If the franchisee does not have confidence in the operation in the early stage of opening the store, he can sign a contract of entrusting operation with the headquarters, pay a commission of a certain proportion of turnover, and entrust the headquarters to manage his store in the first two or three years. The management right can be recovered after two or three years. This can not only reduce the investment risk of franchisees, but also enable franchisees to gradually clarify their business ideas under the circumstances of guidance. In non-local markets, "carving time" will cooperate with local experienced partners to expand regional markets in an all-round way.