Three "don't know" of Coffee start-up

While the number of simple-meal coffee shops that are often hundreds of square meters has plummeted, fast-fashion coffee shops have sprung up to attract urban fashion people, and street minority coffee shops full of entrepreneurial ideals have begun to proliferate.

I don't know how boring it is

Opened in a coffee shop near Dongcai, the owner is a beautiful girl. In her opinion, opening a coffee shop is to realize one of her dreams. Zhou Xiaoli, who has nearly 20 years of experience in dealing with the coffee industry, told reporters that according to a survey, about 70% of respondents around the world have the ultimate dream of opening a coffee shop of their own, but in China, this dream has been advanced to the age of 20.

Zhou Xiaoli said frankly that cafes and coffee are two different things. In his view, cafes are a kind of culture, while coffee is a technology. On Wechat, widely forwarded posts about coffee culture around the world, the romance of going to a cafe every day for a cup of coffee masks the technical "boredom" of dealing with coffee. Over the years, Zhou Xiaoli has been personally taking care of his favorite coffee beans and coffee utensils, selecting varieties, baking, grinding, brewing, these beautiful and romantic scenes in the film are very boring in practice, wasting time and patience. Sometimes, there are no guests in the store all morning, which is equivalent to not talking all morning. Being able to stand loneliness is a test for every entrepreneur.

I don't know how hard it is

Talking about the entrepreneurial enthusiasm of young people, Zhou Xiaoli said that they do not understand the industry, do not know how hard it is to open a coffee shop, and do not know how hard it is to maintain a coffee shop that conveys coffee culture. Many people think that opening a coffee shop is too simplistic. Someone once asked him if he could open a small coffee shop with 30,000 to 50,000 yuan, while others said they didn't care about losing money, as long as they had had such an experience.

Xiaoyu started from his hobby of baking, and then chose to open a small shop dealing in baking materials, and now he is decorating a coffee shop to sell his own real unadded bread and cake. In order to save money, in addition to completing the cake ordered every day, she stays up late to decorate and design by herself, and even works as a handyman for a bricklayer herself. It is common for her to stay up until one or two o'clock in the middle of the night. She admitted that it was really easy to open a store, but now that she chose this road, she had no choice but to stick to it.

Zhou Xiaoli said that many coffee shop entrepreneurs he knows are young people who have returned from studying abroad or graduated from university. running such a small-scale specialty coffee shop, whether it is mainly selling drinks or pastry bread, is an independent business. or a few people run it in partnership. This means that in order to reduce costs, in addition to technical production links, even daily health maintenance must be done in person, not one-time decoration can be done once and for all. Xiaoyu, who wants to open a small shop and sell some self-baked snacks, told reporters that now he is no longer in the mood to wash his face and put on makeup. After completing his order every day in the early hours of the morning, he looks at the pots and cans piled up like a hill in the sink and collapses directly. Think of the daily routine of cleaning, cleaning, production, service, and looking at the store after formal business.... Xiaoyu has been calculating the cost of "hiring" in his mind, but no matter how many people he hires, he must be the absolute main force.

I don't know who to sell to.

Zhou Xiaoli said frankly that if he is seriously consulted about opening a coffee shop, he will object to all kinds of online packaging plans, which give people an illusion. There will be a saying in the joining promotion: "China's coffee consumption is increasing at a rate of 13% every year, and it is expected to usher in the spring of China's coffee industry in 2015." but according to statistics from professional research institutions, 90% of the customers who walk into coffee shops do not drink coffee, while only 5% of the existing coffee shop operators drink their own coffee.

Zhou Xiaoli said that unlike the French tradition of spending several times more to drink coffee on the street, Chinese coffee culture has not been formed. Early Japanese table coffee was more of a leisure place, and very few people really paid for it. In his opinion, the average age of people entering coffee shops in Dalian is no more than 35, or even as young as 32. As far as ordinary white-collar workers are concerned, although their income may increase with age, the burden will also be heavier. They may pay for a brand-name handbag worth tens of thousands of yuan, but will not spend 30 yuan on a cup of coffee at the nearby store. This is a consumption habit, and it will not change in the short term.

Zhou Xiaoli, who has experienced ups and downs in the coffee industry, said that when all the customers in his coffee shop come in, he will hand in the price list first, in order to make it clear to those who "just want to have a drink" to calculate the value for money. He said that this trick worked very well. Not all people who really came for coffee would surprise the "small expensive" coffee price, while those who really came for coffee would get a lot of discounts in spending again. Zhou Xiaoli screened out his own guests.