Door coffee industry: expansion and slimming game 2 "Shangdao" married "Adu" China coffee network

Many established cafes in Xiamen have frequently "slimmed down", one of the reasons is that they are "forced" by high rents. Another important factor is that the thinking of old brand operators can not keep up with the changes in the market.

Ye Zishen, a reporter for the morning paper

Haixi Morning News is that next month, the two franchisees of Shangdao Coffee will be "acquired" and renamed by another coffee shop. The fate of established coffee shops in Xiamen has attracted people's attention. The reporter visited yesterday and found that the current coffee industry in Xiamen is showing a continuous "slimming down" of old brands and a "polarization" trend of new brands busy expanding. At the same time, the operators of the two camps are also faced with their own operational problems.

New and old cafes have different destinies.

"in recent years, the development of the coffee industry in Xiamen has shown a unique trend: old-brand cafes have declined one after another, while many new brands are busy expanding." Gong Yongxiang, vice president of Xiamen Bakery and Coffee Association, told reporters that among them, the number of Maqiadou Cafe has been reduced from seven to only one, and the number of our best coffee has also been reduced from more than a dozen stores at its peak to three now. In addition, Shangdao Coffee and other brand coffee shops have also experienced a trend from rapid development to frequent closures at present.

The reporter learned from relevant sources that just next month, the two franchisees of Shangdao Coffee will also be "acquired" by Adu and renamed. This also means that from next month, Shangdao Coffee will be reduced by two more stores.

At a time when these well-known old brands are "slimming" one after another, Xiamen has emerged a lot of "new faces", which is developing at a very fast speed. "Laosai Action Coffee, for example, has suddenly opened nearly 80 chain stores in the last year or two, most of which are franchisees." Gong Yongxiang told reporters. It is reported that in addition to Lao Sai Action Coffee, more and more monomer cafes are also beginning to emerge. According to relevant media reports, incomplete statistics show that there are currently more than 2000 cafes in Xiamen Island, most of which have been added since 2010.

High rents force old brands away

The reporter found that one of the reasons why many established cafes in Xiamen have frequently "slimmed down" is that they are "forced" by high rents. "A few years ago, a well-known cafe on Hexiang West Road was forced to close because it could not afford a three-fold increase in rent." Gong Yung-hsiang says that the monthly rent of a large cafe with a good location costs more than 100000 yuan, and the salary of seven or eight employees is 25000 yuan. in addition, including the cost of consumables, utilities, and so on, the cost alone costs more than 250000 yuan in a month. "in this way, it is possible for a cafe to maintain a balance only if it has to achieve a turnover of 10,000 yuan a day, but it is not easy to achieve such a performance."

Another important factor is that the thinking of the old brand operators can not keep up with the changes in the market. At present, the emerging "post-80s" and "post-90s" consumer groups are no longer satisfied with this old business model, and most of them go to the newly opened fashionable and fast-consuming coffee shops, according to people related to one Coffee in Xiamen.

The newcomers also have "virtual fire".

In spite of this, the life of the "newcomer" is not easy. "despite the fact that Laosai Action Coffee has developed rapidly in recent years, there are hidden worries about its location. In some areas, there are three stores within 100 meters." Mr. Zhao, who has been engaged in the coffee industry in Xiamen for many years, told reporters that in addition, in terms of the speed of development, Lao Sai action coffee is developing too fast, and there is also "virtual fire".

In addition, Mr. Zhao also revealed that many of the operators of many newly opened single cafes are "post-85" or even "post-90s". Most of them operate with only one enthusiasm, a joint venture of a few people, and can open a coffee shop for more than NT $100,000. but lack of professional, management and talent, often unable to maintain long-term operation. According to the relevant departments, at present, some small single cafes are often only 30% to 40% profitable.

Gong Yongxiang, vice president of Xiamen Bakery and Coffee Association, believes that although Xiamen coffee industry will encounter a reshuffle in the future, its development potential is still huge. "it is possible to develop in the direction of 'civilian coffee' in the future." Gong Yongxiang said: in this context, it is necessary to guide big brands with strength and quality to be stationed in Xiamen to promote the development of coffee culture. at the same time, the relevant operators also need to train professional coffee personnel to improve product quality and corporate culture.