Coffee sold at the price of Chanel: 1010 yuan a cup of coffee! Did you get to Phnom Penh?

The coffee market is becoming more and more interesting. Just now someone carried the banner of "9.90 yuan per cup of boutique coffee", and immediately someone offered a cup of coffee at a sky-high price of 1010 yuan.

This upstart, called Perci Ruby (Prospect Ruby), is produced by the quality restaurant coffee founded by Zheng Songmao, the godfather of Taiwan advertising. A small 180ml cup costs 1010 yuan, catching up with Chanel perfume.

How much is the sky-high price of coffee?

One or 1010 yuan per cup of coffee

In Shanghai before Christmas, bells were ringing in the streets and alleys.

Starting from this Christmas, the 268 yuan cup of Kopi Luwak will be pulled down from the throne of "sky-high price" by an upstart.

The upstart is a bean called Perci Ruby.

At Qiguan Coffee Shanghai Xintiandi, a small cup of 180ml costs 1010 yuan.

"Gu Dong" for a moment, 1000 yuan is gone, coffee sir will hurt when you think about it. Obviously, this kind of coffee is not for the proletariat like sir to enjoy.

Mr. Zheng Songmao, chairman of quality Restaurant Coffee, told Mr. Ka that the beans were expensive because they were "hard to get".

The two consecutive World baristas (WBC) in 2014 and 2015 made this bean famous-the champions used it to win the final victory.

This seems unique in the history of WBC.

This 90 + bean, made at Rosa Manor in Panama, even has a patent on its handling method. It is said to have the taste of brandy and honey tropical fruit after treatment.

Because it is so expensive that you can't afford to drink half a cup of sir, you have to imagine how good it is.

High-quality beans + double ingredients champion halo, so that the price of this cooked bean is 24000 yuan / kg in the quality store.

Well, twenty thousand yuan per kilogram, which is the same price as Chanel N °5 perfume.

And only sells 10 cups a day.

Anyway, duang! The most expensive coffee, at Christmas, was born.

How much is the sky-high price coffee?

The birthplace of 1010 has just been upgraded:

26-meter brass "Origin Water", a small Siberian birch table, three Slayer coffee machines (one of which is custom made), Hario cups.

If you don't know how high the biger of these objects is, just like Ca sir, do your own Baidu.

Mr. Yan Jiazhi, the coffee maker, told sir that all the materials in the new store were purchased by himself, hoping to provide consumers with the most nuanced experience.

For example, Hario's glass cup has a groove on the inside of the mouth so that it won't flow out when sipping coffee.

The table cut by birch and the small stool in the shape of sheep baa are designed to create a natural environment in the open air.

To taste coffee with the utensils of Japanese sake is to enhance the ritual of drinking coffee and to give dignity to a cup of coffee.

Will it be the pleasure of tasting Lafite to drink a thousand yuan cup of coffee in this environment?

Third, alternative price war: 9.9 yuan VS 1010 yuan

Similar to Eslite Bookstore, which is also from Taiwan, Qiguan Coffee adheres to the concept of "chain does not copy" in its development.

For example, Xintiandi flagship stores have higher product positioning and prices, while other stores have a different price system.

For example, the flagship store has two floors, while the "small quality pavilion" on Central Huaihai Road is only 14 square meters, including a "world's smallest hand-brewed coffee room" with only 1 square meters.

Zheng Songmao said that these different forms of storefronts are maintained by a core: what is in the cup.

That's the quality of coffee.

Therefore, the quality hall, which has been touting the quality of coffee, this time uses a cup of coffee of a thousand yuan level to declare once again: the quality hall has the best coffee.

In Zheng Songmao's understanding, a healthy coffee market should be diversified and hierarchical.

It can hold coffee for 9.9 yuan or for 1010 yuan.

"it's a very simple problem. Different consumer groups have different demands, and there is no need to quarrel over the price."

Source: Ka Men