The "most expensive" cafe in China closed in less than a year.

"with such a high cost, there is no way to make a profit by selling a few cups of coffee. Physical enterprises must consider the profitability of their main business. It is unrealistic to talk about any additional business or income within three years."

Recently, after 347 days, Shenzhen Kela Coffee, the country's first "Internet + Finance" coffee shop, suddenly issued a "closure notice", officially announcing that the cafe would be closed on August 1st.

Why on earth did the "most expensive" cafe in the country, with an operating cost of more than 30, 000 yuan a day and an annual cost of more than 10 million, died?

The "most expensive" cafe in China is closed.

Two days ago, the carat coffee front door on the first floor of the Excellence Century Center in Futian District of Shenzhen had been locked from the inside, and notice of suspension of business was posted on both sides of the middle aisle door.

The tables, chairs and stools in the store were also built up, and workers were pulled from the store to the side of the road to move away.

The notice on the door shows that the carat coffee will be closed on August 1, 2016.

The most expensive cafe in China, known as "Shenzhen 3W", has finally come to a sad end after 347 days of operation.

According to public information, carat Coffee, which opened on August 18, 2015, claims to be the country's first "Internet + Finance" themed cafe, located in downtown Futian CBD, Shenzhen.

The coffee shop, located in the center of Shenzhen Futian International Chamber of Commerce, is a national chain of crowdfunding cafes launched by Krabo in conjunction with many Internet financial giant enterprises. for the majority of Internet financial enterprises to provide communication, roadshow, publicity third-party platform.

The main operator of Kela Coffee is Shenzhen Kela Culture Communication Co., Ltd.

The annual operating cost exceeds 10 million.

Why is the most expensive cafe in the country closed?

1. Cost out of control

According to people familiar with the matter, at that time, in order to decorate, it cost 200000 yuan to buy books, and some books were still used as glass partitions on the floor.

In addition, according to a manager of the cafe who spoke on condition of anonymity, the daily rent and operating cost of carat coffee is more than 30,000 yuan, and the annual operating cost is more than 10 million.

2. congenitally deficient business planning

In addition, this coffee shop, because of its poor layout, can only hold about 30 people at a time, so few activities are held there.

Moreover, although the daily operating cost is more than 30, 000, an afternoon event costs only 2000 yuan, including drinks and refreshments, with little profit.

In addition, there are coffee chains such as Starbucks and Aix Coffee nearby, and business competition is fierce in terms of coffee alone.

3. The trend of Internet financial integration

The closure of carat coffee also reflects the changes in the entire online loan industry.

The mutual fund industry has changed from a counterattack of losers to a centralized trend of the strong and the strong, and the signs of de-P2P are very obvious. Any attempt to deceive by telling stories has been receded by the tide of capital and exposed to the public naked.

Some people in the industry commented that if it is the idea that the wool comes out of the pig, it can only be said that the pig in the tuyere is dead and the wool has been eaten again, so the owner of the carat coffee can only shut down.

Used to be positioned in the capital market

Wei Zheng, a legal person of Coffee Coffee, once talked publicly about the future goal of Coffee.

"Coffee will not devote too much energy to coffee, but more to service. How much can it cost by selling coffee? Carat Coffee still wants to serve the high-end groups of Internet finance, focusing on the Shenzhen Internet loan Industry Association, through a large number of high net worth customer groups, to create online and offline investor docking, project docking, business negotiations, brand promotion, media promotion platform.

In the treatment of shareholders' rights and interests, he said: carat Coffee will first join several big investors to run the coffee shop, and then introduce other minority shareholders after the business model and operation are stable. In the future, carat coffee will eventually go to the capital market.

But some commentators say its business planning is unrealistic.

"with such a high cost, there is no way to make a profit by selling a few cups of coffee. Physical enterprises must consider the profitability of their main business. It is unrealistic to talk about any additional business or income within three years.