Crowdfunding coffee is dead? Shanghai's first psychological theme crowdfunding cafe opens

Recently, a cafe called "21g Coffee", which boasts the country's first crowdfunding model, has attracted a lot of attention. Looking at the national market, crowdfunding cafes are not uncommon, but few are profitable, such as "many people Cafe" in Dongguan, "CC Cafe" in Wuhan, "HerCoffee" in Beijing, "Rose and Unicorn Cafe" on Xingguo Road in Shanghai, and so on. After the media sounded bad about the crowdfunding cafe, 21g coffee has just been changed to a bigger and better venue, can it correct the name of the crowdfunding cafe model?

Build crowdfunding with the model of "entrepreneurial team + product crowdfunding"

The new site of 21 grams of coffee is opened in a quiet old-fashioned Lane, a wall away from the noisy Nanjing West Road business district, the quiet environment attracted a large number of white-collar workers. As soon as I got 21 grams of coffee, a mellow smell of coffee came to me. At first glance, it looks like other cafes, with soft music, nostalgic sofa seats and retro decoration. But if you take a closer look, the biggest difference here is that there is a strong psychological culture in both hard and soft services-the shopkeeper integrates many psychological and cultural elements into the decoration through ingenious design, and unites a number of professional psychological practitioners to provide "worry relief" services for troubled guests. "We want to emulate the concept of a worry-relieving grocery store and build a worry-relieving coffee shop," Chen Ming, the head of 21g Cafe, told reporters.

It is understood that 21g is built on the model of "entrepreneurial team + product crowdfunding". Entrepreneurs with the background of several psychological counselors account for 60% of the majority shareholders, and another 10% of the shares are crowdfunded, with crowdfunding ranging from 10,000 to 50,000. Different from the traditional equity crowdfunding, the crowdfunding launched by 21g Coffee is only product crowdfunding, and investors enjoy different products and services according to the proportion of investment, as well as the corresponding dividend rights. "this can not only avoid the confusion caused by equity crowdfunding, but also quickly find like-minded people to participate in the cafe project," Chen said.

In fact, 21 grams of coffee was opened as early as last June. After a year of team running-in and product transformation, what is now unfolding in the eyes of the public is a brand-new coffee shop. "because we have been positioned as a psychological culture-themed cafe from the beginning, over the past year, we have been trying to combine psychological culture with the atmosphere of the cafe. In the process of trying, we also gained the first batch of fan users who loved coffee and psychological culture, so when we tried to use the product crowdfunding model to open a new store to improve the environment and products of the cafe, we got a quick response and support from users." It is only a few months since 21g coffee was released through crowdfunding through Wechat official account to open a new cafe, and the vast majority of the money for opening a new store comes from crowdfunding.

At present, more than 20 shareholders who have joined crowdfunding come from various industries, but they all have a hobby in psychology and the dream of using psychological culture to benefit society. "their ideas and innovation are consistent with the development direction and orientation of 21g coffee. Although the cafe is not yet profitable, the shareholders involved in crowdfunding are more interested in the resources and feelings here, where they can fulfill their psychological and coffee dreams. " Said Chen Ming, who is in charge of 21 grams of coffee.

Using cafes to spread psychological culture

Chen Ming said that 21g Coffee is a cafe with the theme of spreading psychological culture. In addition to conveying psychological culture to the public through psychological decoration and a large number of psychological books, psychological salons and lectures on various psychological topics will be held irregularly. "when it comes to psychological culture, especially psychological counseling, most of the public will find it very mysterious and will look at it with an enterprising and far-reaching mentality. In fact, psychology is very close to us. Learning some psychological knowledge can effectively improve our daily life and enhance our happiness. Therefore, we choose to spread the psychological culture in the form of cafes, which are more acceptable to the public. " It is precisely because of this original intention, 21 grams of coffee has been pursued and supported by many psychological enthusiasts, and most of those who participate in crowdfunding have similar dreams and ideas.

Among the 21 grams of Coffee crowdfunding shareholders, one is the mother of an autistic child and the head of an autism training institution. The purpose of her participation in the 21g Coffee crowdfunding is to make more people understand autism and pay more attention to autistic children through psychological theme cafes.

The concept of communication psychology of 21g coffee has also been shared by many psychological trainers. One of the crowdfunding shareholders is a hypnotist who regularly holds a hypnotic salon at 21g to let the public get in touch with this psychological technology that has been "demonized" by the outside world.

In addition to crowdfunding shareholders, 21g Coffee also welcomes people with psychological communication ideas to hold all kinds of psychological activities. "since its opening, we have held dozens of activities, most of which are held by non-crowdfunding partners, including psychological film appreciation, stress relief and relaxation, and lectures on improving parent-child and husband-wife relations." Chen Ming said: as long as it is to spread psychological culture, we welcome it.

He said frankly that he hopes to build the cafe into a platform for sharing and spreading psychological culture, through the expertise of various crowdfunding partners, attracting different groups of people, and jointly spreading psychological culture to the public. Nowadays, white-collar workers have a growing demand for psychology, but they do not have a good channel and platform to contact and understand psychology. How to make 21 grams of coffee meet the needs of white-collar workers and find the meeting point of psychological and cultural transmission is what 21 grams of coffee wants to do.