The coffee shop is out of shape "pure" and full of "practical".

Two years ago, Starbucks opened five teahouses in the United States, full of confidence to make Americans fall in love with tea. However, a few days ago, Starbucks announced that it would close its four teahouses, Teavana Tea Bars, and keep only one in Seattle as a pilot.

Although Starbucks teahouses that "sell coffee for a living" can no longer be opened, Starbucks cafes are keen to play this "cultural comprehensive complementary card" in order to make full use of their operating space. Board games, secret room escape, airlifted yogurt, Chinese tea and so on are all included in the business scope.

Industry insiders believe that the accelerated pace of life heats up the concept of leisure consumption, while the localization of Western drinks and lifestyles is also facing the test of cultural differences and consumer acceptance.

The phenomenon "single-minded" Starbucks teahouse closes, "unfaithful" Star City Cafe is very popular.

Perhaps because the tea bags in Starbucks Cafe are selling well, two years ago, it bought Teavana Teahouse, which was founded in 1997, for US $620 million, and started the teahouse business, with a tea combination of flowers and fruits as the main business model, selling light food and no coffee. It is understood that Starbucks' definition of Teavana is selling experience, creating a way of life for consumers and people's third space.

On Friday, Starbucks announced that it would close four of its five teahouses, transforming three of its New York stores into Starbucks coffee shops in April, while its Los Angeles store was completely closed, leaving only one branch in Seattle as a "pilot" operation.

Although the teahouse business of the "Coffee King" is moribund, the cafes in Changsha are selling tea. On the second floor of the newly opened Changsha Museum, a cafe called Boyan Hall Food has a considerable daily flow of people.

On January 27, a reporter from Sanxiang Metropolis Daily saw in the store that although it was positioned as a cafe, in addition to coffee sold at prices ranging from 12 yuan to 22 yuan, it also offered tea with prices ranging from 18 yuan to 88 yuan and milk tea priced from 10 yuan to 12 yuan. Although it is a cafe, in the shop window, the shopkeeper put some tea such as Maojian and green tea on display, which is not only for decoration, but also for sale.

The purpose of the merger of China and the West is to cater to the Chinese cultural atmosphere of the museum. Tea, as a representative of Chinese traditional culture, can attract customers of middle and old age and meet the needs of different groups. " Sun Ding Yuqi, manager of the store, said that coffee sales in the store are average, with New Year's Day and other customers reaching about 200 cups at their peak, while daily sales of milk tea are as high as 300 to 400 cups. Although the price of tea is relatively high, some customers order every day.

Trend.

From "petty bourgeoisie feelings" to "Mass Entertainment"

Consumers need more choices.

The uniformed waiter gently carried a delicate porcelain cup containing less than 200 milliliters of coffee and took a sip while reading a book. It may be an afternoon after a cup of coffee.

In the past, such petty-bourgeois cafes were welcomed by consumers, but now, although desserts and simple meals have become standard items in Star City cafes, they are obviously not lively enough. Some shops open cafes, but the store owners push yogurt airlifted from Qinghai, provide a variety of board games, and even run secret rooms to escape.

A number of "unprofessional" mass entertainment cafes are quietly opening up in Star City. Although Savita, a coffee shop near Hexi University Town, has a strong aroma of coffee, the manager told reporters that the most popular product in the store is fresh yogurt shipped directly from Qinghai Airlines at a price of 12 yuan per cup, which is also the main product of the store.

"Coffee alone can not meet the consumer needs of customers, so we will also provide light meals, desserts and so on. Yogurt is the symbol of the brand." According to the manager of the store, in order to attract customers, the store will play free movies with projections every Friday, and customers who come to the store can watch them at any time.

What's more, even board games and secret room escape games have moved into cafes. On January 27, the reporter saw a large cafe called "rest Coffee" near Ox Square, with coffee on the first floor, board games on the second floor, creative products and secret room escape games on the third to fourth floors.

According to the shop clerk, the customers in the store are mainly young people, and the per capita consumption is about 30 yuan. "it is mainly to be lively and to combine relevant industries together to meet the one-stop leisure needs of consumers." it has more attraction and profit growth points than simply operating coffee. "

According to the reporter's visit near Hexi University City, most coffee shops around will provide consumers with supporting leisure facilities such as board games. "I seldom care about how good the coffee is, but more about other factors, such as whether the environment is comfortable and whether there are many consumption options." Miss Li, who was interviewed, said that simple cafes are becoming less attractive to consumers, but shops with more entertaining spirit will be more popular with friends around them.

Observe "feelings" far away from "practical" as the king

The main purpose of doing business is to make money. After all, there are only a few businessmen who run a business for their ideals and hobbies. Just like Hong Kong-style cafes in Hunan, a bottle of chopped chili peppers will be placed on the table. Cafes, which are derived from Western beverage culture, come to the mainland, and their business models are constantly changing in order to make a better profit.

A cafe owner with eight chain stores in Hunan said that in today's coffee and even other beverage industries, many are no longer simply "selling a drink". You can see the business mentality of a store from the use of porcelain cups or paper cups. Some shopkeepers want to spread coffee culture, while more are hoping to cater to consumers' preferences and make more money from coffee.

Sound

Diversified operation is dominant.

In today's cafes, there are few cafes that only sell coffee and desserts in dim light, and merchants generally provide many other entertainment supporting services, such as regular coffee salons and dessert classes. free board games are provided, and even the operating venues are modified to provide selfie talent with photo scenes or friends' gatherings. People are doing things like escape in the back room, movies and so on. " The above-mentioned industry insiders believe that under the influence of commercial profit standards, integrated entertainment elements are beginning to ferment gradually, and if some diversification attempts are made on the premise of ensuring the quality of goods in the store, it is also a good thing, "maybe find out another popular new business model."

In the business idea of Boyantang Food Cafe, many of them rent venues to units or groups to hold activities. According to the reporter's understanding, at noon on January 27, a certain institution had a free lunch and took a fancy to the environment and geographical location here. According to Sun Ding Yuqi, this kind of outside unit chartered venue activities will have an average of 2 to 3 times a week, the frequency is relatively good.

Reporter's notes

Consumers will not wait for you in place.

The rabbit wanted to be friends with the cat, so he gave him his favorite carrot, but the cat didn't appreciate it.

This short story also applies to business operations. No matter what kind of mode of operation, it is the real king to be loved by consumers and recognized by the market. The same is true of the operation of cafes. In a country where tea culture has been around for thousands of years, how many people like coffee? Most of the consumer groups are young people.

The biggest feature of this consumer group is that preferences and tastes are unpredictable, and today's favorite may no longer like it in the twinkling of an eye. Therefore, if businesses want to use their own persistence to let these distinctive consumers adapt to the rhythm, it is obviously not realistic.

Whether it is a restaurant or a beverage restaurant, when doing business, you still need to carefully examine the cultural psychology of the customers. what you think is good may not necessarily be successful, and it is necessary to make an appropriate change in your business thinking. Starbucks teahouses don't sell well, but cafes in Changsha may be able to sell new ways. Reporter Zhu Rong

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