Coffee shops can also be civilian coffee shop business strategy

Liu Wei made the Outfield Cafe unusually "civilian" without any hint of "celebrity". It seems that he wants to hide all his identity in pure business.

Xie Weina / Wen

The Overfield Cafe, located in Jianwai SOHO, is the first choice for most white-collar workers to rest when they pass by after work. Spacious duplex pattern, tall floor-to-ceiling plants, and antique matching decoration can not help but make people curious about the taste of the shopkeeper. Inadvertently reveal a strong amorous feelings, but also accumulate a heavy history and culture. And when he entered with such a mind, he was surprised to find that the shopkeeper was Liu Wei, who was famous in the show business.

Although the boss has a good reputation, the design and decoration of the whole Orfield does not appear to be public and prominent. Chic ceiling, bright floor-to-ceiling windows, well-organized layout, coupled with well-trained service staff, the whole coffee shop is filled with a fragrant but not sweet, warm and soothing taste.

Opening a unique coffee shop is a very emotional and fashionable thing in the minds of many people. And Liu Wei has been living in a secluded place in the entertainment industry, and even opening this Aofel is extremely low-key. Although there are many guests coming and going, few of them really know your surname of the shopkeeper. No wonder Liu Wei made the coffee shop unusually civilian, without any celebrity decorations. It seems that he wants to hide all his identity in pure business.

In Orfield, Liu Wei is a leisurely businessman and a pure boss who only speaks with the truth. His calmness let us see another look after he took off the star's bright coat, a kind of chic and concealment that stayed out of the matter.

Every merchant takes great pains to choose the location of the store. Whether it is downtown or the outer suburbs, there must be the painstaking efforts of entrepreneurs. And this O'Phil coffee, choose to gather in white-collar workers, merchants dense SOHO, I believe that Liu Wei himself, has a bit of an original opinion.

"SOHO is a gathering area for white-collar workers in Beijing. Here, whether it is the industry elite who come out of the office building, or the fashionable people who start a business at home, it is a very large crowd. Then, compared with other places, it is advantageous to build a coffee and teahouse in SOHO Modern City, which belongs to the public and only takes the civilian route. Originally, our Overfield Coffee was in the old street of Houhai, but it was moved here for various reasons, and it turned out that we made the right choice. Only by restoring one's own style will the management be invited to climb another high-rise building. "

So, where should we understand the style emphasized by O'Phil Coffee? How can such a coffee shop survive in the brand-studded SOHO Modern City? With doubt, like everyone who gladly came here and sat down, we ordered the most common latte and tasted O'Phil in the summer.

When the fragrant coffee was served with a delicate plate, we inadvertently glanced at the price list on the table. And it is at this moment that we see what Liu Wei called a unique style, that is, "aristocratic taste, civilian price." Overfield coffee is divided into medium and large cups, while the so-called medium cups are no different from large cups in places such as Starbucks. However, in terms of price, it is far lower than the level of similar coffee. In O'Phil 's shop, it costs only 28 yuan for a large cup of coffee and 22 yuan for a medium cup. This price, in cafes of the same level in Beijing, is almost nonexistent. So I understand that in O'Phil, it is truly affordable for guests.

"although the rent in the modern city is very expensive, since we are targeting white-collar petty bourgeoisie, we should also make a plan for them. Although the income of the people who work here is higher than that of ordinary people, price war is always the most attractive means in business operation if they want to do business in the long run and attract more customers. Although our price is slightly lower than that of other coffee shops, I believe that even this discount can bring them a kind of mental balance. I don't want to pay attention to the passenger flow of O'Phil in a day. I hope it can become more of a brand and a place for people to remember, willing to come and come often. " That's what Liu Wei said.

Not only can the petty bourgeoisie who work hard all day relax and enjoy a cup of high-quality, low-price coffee, O'Phil also provides a variety of entertainment and leisure facilities. Whether it is the computer dedicated to games in the store, or the wide variety of game chess and cards in front of the bar, it is enough to see Liu Wei's ingenuity in his previous design. It is Liu Wei's most real goal to build O'Phil into a compound coffee shop that integrates play, play, relaxation and leisure.

Up to now, more and more stars lock their eyes on ordinary people. They know very well that the power of the masses is infinite. And whether it is life or consumption, can really enter the hearts of the people, or those who are good and cheap. Therefore, when he started to operate Aofel, Liu Wei regarded serving the public and the civilian road as the core purpose. Despite being in a corner of the busy city and surrounded by competitors, Ofer still attracts a large number of people coming and going with its unique advantages.