The present situation of domestic Cafe: talking about the five postures of the Transformation of Independent Cafe

With winter approaching, many independent cafes have begun to shout the cold:

In Guangzhou, 70% of cafes are losing money; in Xiamen, which has the highest density of cafes in China, less than 30% of the 2000 cafes are profitable; Hangzhou has a "3-43-3" model: 30% profit, 40% flat, 30% loss.

Most of the profits are made by chain giants who can make a lot of money by volume, and there are not many independent cafes.

Rents are rising, labor costs are rising, cafes are operating together and homogenization is serious, and the economic situation is weakening-in the form of traditional independent cafes, it is beginning to be difficult to survive in this era.

Casir will talk to you about several postures in the transformation of independent cafes.

Pose 1: coffee + training

Conditions: rich experience in the industry, brand awareness

Opening a coffee shop is a business, and training people who run a coffee shop can also become a business. In the end, the gold panning made a fortune, no one can say, but the money from the water delivery was well earned.

With the gradual maturity of the coffee market, the coffee training market has grown into a new cake.

Take @ coffee academy in the back window as an example:

The training market is aimed at two groups of people: the owner who is going to open a shop and the individual who likes coffee.

There are technical courses and management courses. Technical courses include single-item class, flower-pulling class, Italian class and so on. Prices range from 1800 to 5500 yuan.

In just over a year, more than 300 people have been trained. You can estimate the cost and revenue silently, isn't it very attractive?

What is more attractive is that in addition to the course training, the back window also provides a complete set of solutions for opening a coffee shop, including location, equipment configuration, technology, management and so on.

The scheme is charged on the basis of business area.

Today, the revenue of the back window Coffee College has already exceeded half of the total revenue. Who dares to say that making coffee doesn't make money?

Of course, 10 years of practical experience in the industry is the key to coffee training in the back window Coffee College.

(for more information, sir will invite @ Niu Niu, founder of Rear window Coffee, to write a separate article to share.)

Posture 2: coffee + light meal

Conditions: the location and area of the store is moderate.

"if you don't eat more, you can't live." Many coffee partners sigh helplessly to Ka sir, as if a simple meal obscures their coffee ideal.

Mr. Ka would like to say that the caf é restaurant in the form of "coffee + simple meal" is indeed a more feasible way for independent cafes to transform. In fact, the Taiwanese coffee that entered China in the 1990s is the business form of curry food.

This format, which combines cafes and western restaurants, can infinitely magnify the marginal benefits of simple meals and make up for the lack of coffee and thin profits.

Coffee guest list is relatively fixed, only selling coffee, only afternoon market and night market. Join the simple meal and make two more profit points for lunch and dinner when the cost is basically fixed.

And there are two profit points that can be magnified: if the space allows, birthday parties, cocktail parties and parties can be held to maximize the marginal benefits of simple meals.

What would you like to have for dinner, Jane? Sir thinks that if you still have a taste for cafes, Western-style simple meals such as steak and spaghetti are better, while Chinese-style ones are less soot-at least to ensure that customers know about a cafe.

For example, when Pita Bread Soaked in Lamb Soup is sold in a coffee shop, Jia sir refuses in his heart.

Posture 3: coffee + derivative brand

Conditions: brand reputation, trench behind

Independent cafes are important traffic entrances for young people, and it is also a good choice to divert customers to their food and beverage brands.

For example, Hongshi Coffee, the earliest local independent brand in Quanzhou, is still in operation.

Although there are no new stores, relying on Red Stone Coffee, has developed a "Lake Diexuan" catering group, and independent of a number of brands.

The use of red stone coffee with a good reputation as an entrance has transformed a large number of young consumers and greatly promoted catering sales.

Pose 4: coffee + scene

Conditions: economic ability, organizational ability

The usual scene marketing includes: book club, poetry club, emotional salon, public welfare activities.

Selling coffee can be seamlessly integrated into any of the above scenes.

In this way, we can not only earn some venue fees, but also insert a little bit of commercial advertising to achieve revenue. In this regard, many independent bookstores and some touring bars have found their own way.

At the end of the scene, it becomes a compound operation: some have introduced the bookstore into the coffee shop, and some have mixed up the flower shop and coffee shop, and there are many ways of operation.

Take the compound operation of coffee and cosmetics as an example:

The BEAUTY LIBRARY store, located in Japan, is made up of coffee shops and organic cosmetics stores.

It creates a scene for women to enjoy the pleasure of coffee while choosing cosmetics.

Of course, sir would like to remind you that the important thing about scene marketing is marketing. If you just turn the cafe into a lounge for free salon activities, it's time to consider whether it's time to stop.

Posture 5: stop the loss as soon as possible and let go

Condition: self-cognition

Sir said that in the end, in the coffee industry, values are too crowded and methodology is empty.

Young people with no management experience suddenly run a coffee shop with warm blood, which is a unique phenomenon in the coffee industry.

They attach importance to feelings, literature and art, pay attention to the tone of the store layout, but do not seem to understand the management.

I could write a book called how to run a failed Cafe.

Back window Coffee founder @ back window Niu Niu told Ka sir that in fact, in most cities, the coffee market is far from saturated.

The reason why many independent cafes don't seem to work is largely because the market is cleaning up amateur operators.

Generally speaking, a good cafe takes at least a year to operate, but it only takes 3 to 6 months to close down, and it changes quickly.

If unfortunately you are such a person (sir knows that it is difficult to admit, whether it is right or not), it is better to transfer the stop loss as soon as possible and become a good (female) man who turns around as soon as possible.

Source: Ka Men