Gross margin 90% coffee shop opens ten Huang one

The number of coffee shops is increasing at a rate of 50% a year. Experts believe that consumers' choices determine the market outlook.

News highlights

There are now more than 200 coffee shops in Shenyang, large and small, with a gross profit of more than 90%, which has attracted many investors, and the number of coffee shops in Shenyang is growing at a rate of 50% a year. At the same time, one in 10 coffee shops went bankrupt because of poor management. Is coffee shop, a new industry that has sprung up in Shenyang for only a few years, worth investing in?

Once upon a time, famous shops were closed.

On January 14, the large "Shangdao Coffee Shop" closed down, and the arrears of more than 50,000 yuan in wages were reported by various news media in Shenyang.

Mr. Wang, the foreman of Shangdao Coffee Shop, said that the predecessor of Shangdao Coffee Shop was opened in August 2001. At that time, it was a franchise store of Shangdao Coffee Shop. About a year later, the store manager left and changed "Shangdao" to "Shangdao" and became his own storefront. The business condition has been good all the time, and the daily turnover is sometimes more than 10,000 yuan.

In 2003, Zhengyang Street in front of the shop became an one-way street, and the number of customers decreased obviously due to traffic inconvenience. After that, the manager went home for medical treatment because of poor health, and the store manager was replaced by the manager's cousin. The new manager was originally a taxi driver, although he studied with the former manager in the store for half a year, but he "failed" when he really operated alone, and the business model was always the business model of the previous boss. Coffee shops have increased rapidly in the past two years, the current owner can not come up with a better way of doing business, and the business situation of coffee shops is going from bad to worse. On January 14 this year, the once brilliant Shangdao Coffee Shop finally came to an end.

A cup of coffee can earn 90%.

Mr. Chen, the chef who has worked in Diou Cafe for more than two years, told reporters that coffee shops generally operate western food in addition to coffee, such as steak, pizza and so on.

The manager of cafe25 °said that in high-grade coffee shops, a cup of ordinary coffee is more than 25 yuan, while a cup of 25 yuan coffee, the raw material cost is only more than 1 yuan, it seems that the profit is very high. However, the cost of coffee shops in order to provide customers with a comfortable environment is also very high. Putting all the costs together, the gross margin of a coffee shop selling a cup of coffee is about 90%, which is much higher than the 45% gross margin of the general catering industry, so it has attracted the attention of many investors.

Although coffee shops are highly profitable, coffee shops are also a high-input industry. Take the former Shangdao Cafe as an example, the rent of 600,000 square meters of the store is more than 400,000 yuan a year, the staff expenses are 40,000 to 50,000 yuan a month, and the water and electricity expenses are 30,000 to 40,000 yuan per month. If the daily turnover is 4000 yuan, it can only be regarded as a break-even. The manager of cafe25 °also said that the environment of coffee shops and other hardware facilities, services and other software facilities are much higher than other catering industry.

200 stores scramble for a cup of coffee

The reporter learned from the Shenyang Municipal Bureau of Industry and Commerce that at present there are 123 large and small coffee shops in Shenyang, and if you add the coffee shops in the hotel, the total number is more than 200. Before 2000, the growth rate of coffee shops was very slow, basically about 5% per year. After 2000, the development rate accelerated, and after 2003, the number of coffee shops began to grow at an annual rate of about 50%.

Before 2000, the ratio of the number of coffee shops opened to that of Huang was basically 1:1. Now the ratio is 9:1.

In 2004, Diou Coffee opened a shop near the Wulihe Stadium in Shenyang and began to make a profit in the third month. In September 2006, Diou opened a second store near the Jindu Hotel, with good results. Jidian Coffee opened two stores in 2003. Starbucks already has four stores in Shenyang. Amoga Coffee has opened four stores since it opened its first shop in 1998.

According to the staff of the Jidian coffee shop on Fengtian Street in Shenhe District, the customers of the coffee shop are mainly business people, couples and leisure people, of which there are more repeat customers, and most of the guests spend with membership cards.

Expert opinion

Consumption choice determines the prospect

Zhang Jingdong, secretary general of the Shenyang Consulting and Planning Industry Association, analyzed that opening a coffee shop was not ideal before 2000, mainly because the cultural life and income of most citizens in Shenyang had not yet reached a sufficient height. Now, the basic conditions for the development of Shenyang coffee shops are already in place.

Professor Lin Muxi, dean of the School of Economics of Liaoning University, believes that the development prospect of the coffee industry in Shenyang mainly depends on consumer choice. After the reform and opening up, Chinese people gradually accept coffee. Shenyang coffee industry can not be compared with other cities, because there are differences in culture, region and personal hobbies. When consuming, consumers may choose tea, soft drinks or coffee.