Under the third wave of coffee-- low-cost boutique coffee

More and more cafes and studios like to advertise themselves as boutique coffee, and the Internet is full of publicity like "Chinese Dream", calling for the era of boutique coffee is coming. So the question is, what is boutique coffee?

Aside from how vivid the third wave of coffee is, coffee is first of all a drink, followed by culture, and finally life. Everything can have the dual attributes of product and culture, but from the perspective of product, it is too real, and culturally speaking, it is too virtual. Both virtual and real are true. The cultural experience of a double bumper harvest is very pleasant and enjoyable.

The third wave of coffee blossoms and bears fruit in China with the help of the Internet in recent years, with earth-shaking changes every year. Under the seemingly prosperous appearance, there are some uncontrollable hidden dangers. Maybe it will be caught off guard, maybe it's just that I don't know if I'm worried.

one。 Lower and lower barriers to entry

It is not too much to say that the soul of a coffee shop is coffee and the soul of coffee is a barista. However, the handicraft industry has degenerated into a combination assembly in the industrial society. We can simply assemble a qualified product from a semi-finished product. Consumers do not pay attention to any link. Although the spirit of similar industries should be the spirit of craftsmen, craftsmen do not mean cheap labor and one-sided patchwork of knowledge. The gold content of the halo of baristas remains to be studied.

two。 There is no clear distinction between standards and sensory stupidity.

A thousand words come together into one sentence, what you want for coffee is good. However, whether the coffee is really good, but good can make a big difference.

First of all, the famous brand is delicious, you can't complain to the person who takes the Starbucks selfie about how outrageous the Starbucks latte is, others will think you are paranoid and weird, maybe other brands are similar, and it's not a good publicity tool.

Secondly, deep-baked beans destroy the flavor and are excluded by the third wave. But in the absence of a comparison group, it is unflattering to draw this conclusion at the risk of information asymmetry, simply because consumers are not good at it, and it is impossible to use standards to influence people's aesthetics (but everyone is doing it).

Third, most people's impression of coffee is that it is mellow and slightly bitter, while the third wave advocates more shallow roasting flavor, but each kind of coffee has an audience, but there is little comparison. Coffee is really put on the table as a drink. Everyone will have their own views, subjective opinions are varied, but there is no guidance and consensus.

three。 How low-cost is the boutique?

Perhaps it will be better to mention another overused "experience" in life at this time. In addition to a series of Internet industries and industries with the Internet as the background, the user experience all over the world has given birth to a lot of leading figures, of course, but how many improvements have been made in our lives with these experiences? Whether the Internet thinking under the slogan is the same as the third wave of coffee, apart from lowering the barriers to entry, in the end, our lives have not really been improved, but bubbles have burst and burst in the process.

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