Shanghai seesaw Cafe

According to the data provided by Euromonitor, the period from 2011 to 2012 when boutique coffee shops such as Seesaw prepare and open stores in Shanghai is an important period for the development of China's coffee consumption market. In 2011, the annual growth rate of China's coffee market reached the highest level in nearly a decade since 2005-19.6%. Since then, the annual growth rate of China's coffee market has gradually decreased.

"the annual growth rate has gradually declined after 2011, partly because coffee consumers are mainly concentrated in first-and second-tier cities, and the market is becoming increasingly saturated. On the other hand, as their income increases and their recognition of coffee culture increases, consumers' demand for coffee begins to become diversified, not only drinking coffee, but also a kind of sentiment and sentiment. From then on, an ambient, high-quality cafe became more competitive. " Euromonitor said.

Seesaw, which aims at chain operation from the beginning, now operates seven stores simultaneously in multiple commercial centers in Shanghai. It can expand its market influence for brands and boutique coffee itself through a variety of means, including offering various experience courses, cross-border cooperation with fashion brands such as Adidas Originals and Dongliang, and integrating more "communication methods" into store design, which costs no extra cost and is more lasting.

In the years from its opening to its rapid development, a variety of independent "boutique cafes" have gradually opened up all over the streets of Shanghai. According to the results sorted out with reference to Dianping's data in the New first-tier cities feature of China Business Weekly, there are currently 5296 cafes in Shanghai, of which 3257 are independent cafes, not a few of which are under the banner of "boutique".

Although there are more and more cafes, each has its own characteristics and the market is highly differentiated, so the competition is not fierce. Just like the hundreds of meters of Nanyang Road in Shanghai, there are still seven or eight boutique coffee shops living together in peace. In fact, most of the participants in the market are facing more thorny problems.

"Seesaw is a store that has been operating for many years and has begun to take shape," said Wu Yue, an employee of Penguin Coffee Guide, an official name that helped write the Guide to Shanghai boutique cafes. "but most coffee shops can only be independent and secret, because their main contradiction is how to survive."