The positioning of cafes is very important.

1. The orientation of the coffee shop

The first thing to consider in opening a coffee shop is the positioning of the coffee shop, which provides services to those customers who you need to know deeply before you know what they need. Positioning determines how much money needs to be invested, whether to choose to join, the location in that area, the decoration style, the types of products in the menu, the pricing of products, the price of raw materials, and the choice of marketing means before and after opening. You must first determine the business direction, and then plan other details. But many shop owners, on the contrary, often decide to decorate and choose the location first, and then consider what type of cafe to open, which is the deadliest mistake.

At present, the environment of the cafe is the most important point for customers, but whether the decorated environment is good or not, whether it is suitable for you to locate the aesthetic of the crowd has nothing to do with how much money you spend, remember!

According to my understanding, whether the coffee is good or not in China can not determine whether the business of a coffee shop is good or not. We can only give extra points to the operation of the coffee shop. Having a cup of good coffee will increase the stickiness of the customers. If the environment is good, the bad coffee will also leave a bad impression on the customers. At present, Chinese people are in the transition from the spiritual need for coffee (do not know what coffee tastes good, as long as the environment and coffee) to the pursuit of delicious coffee.

two。 Types of cafes

If you want to open a coffee shop, you should open it independently or join a chain, open a pure coffee shop, or run other businesses at the same time. This is the second choice you face at the beginning of your business. If you do not consider the start-up capital, in terms of the gross profit margin, the profit of individual stores is similar to that of joining chain stores, because although the unit price is different, if you also consider franchise fees, business area rents, labor costs, investment costs and other expenses, there is little difference in interest rates. If the start-up capital is not high, can not join the chain of a well-known brand, you should consider starting your own business. Below, there are several types of cafes operating characteristics and suitable for the crowd.

3. Characteristic personality shop

How to open a successful coffee shop instead of a fast food restaurant has become the first choice for parties or killing time. In order to make cafes survive better, the concept should also be designed to have the characteristics of fast-food restaurants, the turnover rate is very critical, which is different from fast-food restaurants is to improve the quality of coffee products.

If people who only consider this scenario (suitable for reading, dating, chatting, meditating, relaxing) have a relatively high risk, you can consider that large chains like Starbucks and COSTA attract customers because they have both culture and good coffee (Starbucks did make money when it replaced instant coffee at the beginning of its business). It is dangerous if small personality stores only compete with Starbucks and COSTA from a cultural point of view.

Each cafe should be compatible with a variety of characteristics in order to meet the needs of several types of guests, of course, a variety of characteristics and style should be unified, the following examples.

a. Deluxe Cafe, take-out Caf é or Inner Cafe? Do you only sell coffee in the shop, or "coffee + pastry" or "coffee + pastry + light meal"?

b. Fast-paced or slow-paced, such as Starbucks is fast-paced, slow-paced ones tend to have more products, or even simple meals.

c. Store decoration: emphasize individual style

Specialty shops: cat Cafe, West Point Cafe, IT Cafe, Entrepreneurial Caf é, warm style Caf é, boutique Caf é (this type of coffee shop mainly bakes and provides fresh boutique coffee), book style coffee shop, theme style coffee shop (friends who have watched Friends of American TV series). Must be familiar with the words on the window), business-style cafes (provide rich light meals and a good environment for business negotiations.) , the characteristics of the compound store (clothing, beauty salon, bakery and coffee shop. Compound store coffee is only one of the products in the store, not all of the business, the main income is not from coffee, but other business items.) , coffee in the bakery, coffee in the bookstore, coffee in the hairdresser (just know that some hairdressers provide coffee for waiting guests, no representative pictures can be found.) The characteristics of joining chain stores (joining chain stores makes it easier to start a business, and does not require high management quality of investors, but the amount of investment is relatively high, requiring a large amount of money, and low personal autonomy. The advantage of joining a chain store is that it has a strong brand background, can bring some customers, and has the support of pattern decoration, products, management and service personnel, without the need for franchisees to worry about in the early stage. In this form of cafe, the distance between operators and customers is the furthest.)