The coffee shop runs in a business area with an inch of land, but it says it doesn't make money from coffee.

Sellers do not sell things at obvious loss prices, but hope to attract traffic, increase search weight by increasing purchases, and drive sales of other high-margin products.

There is such a coffee shop, less than half a year after its establishment, it has opened three stores in Beijing's international trade CBD, WTO Tianjiao and other business circles.

To open a shop in such a good location, the coffee shop must bear the high rental cost. Take the WTO Tiantian store as an example, the 156-square-meter storefront rents more than 80,000 yuan per month.

Moreover, in order to attract the flow of people, this coffee shop often offers a 15-yuan cup of coffee as a promotion. although the number of customers in the store has greatly increased during the event, we still wonder, can this really make money?

We were right to worry that they would definitely lose money by selling coffee alone, and the coffee shop knew very well that they had no intention of making money on coffee in the first place.

Opening a coffee shop is not going to make money on coffee. What kind of medicine does this coffee shop sell?

I think the practice of this coffee shop is an offline attempt of Internet e-commerce. People who often buy things will know that some stores often sell things at very low prices, such as 9.9 yuan for free delivery, or even a wallet for delivery.

Sellers do not sell things at obvious loss prices, but hope to attract traffic, increase search weight by increasing purchases, and drive sales of other high-margin products.

For example, I know an online fruit seller who sells apples at an ultra-low price at a loss, attracting a lot of people to buy oranges in the high-profit recommendation store on the Apple page. as a result, many people buy oranges easily.

Apple's sales have soared, increasing the search weight of stores, and when people search for Apple, they will be at the top of the list, attracting more natural traffic to the store.

This coffee shop uses a similar approach. Their coffee is just like the products that e-commerce companies sell at a loss to attract traffic. Coffee is only used as an entrance to traffic, and what they really do is a white-collar community.

CBD has tens of thousands of foreign enterprises and is a gathering area of high-end white-collar workers. the coffee shop hopes to provide them with products and services ranging from clothing, food, housing and transportation to training and learning.

For example, their coffee shop has workplace business schools for white-collar workers, regularly organize workplace salons to share with famous teachers, and invite business celebrities to give lectures.

They integrate the resources of designers, craftsmen and foreign trade factories to customize exquisite gifts for enterprises and individuals, and they also work with various companies to sell many cool technology products.

They also work with some well-known travel companies to customize various tourism services, and they also cooperate with some white-collar apartments to provide white-collar community housing services.

Here we finally know why this coffee shop is willing to spend such a high rent to open a shop in such an inch of land as International Trade CBD and World Trade Center.

Because they want to attract these high-end white-collar workers through coffee, and then cooperate with businessmen in various industries to provide these white-collar workers with a variety of products and services.

In order to attract more traffic, the coffee shop also cooperates with many office buildings, hotel lobbies and even restaurant stores to provide them with coffee bars.

For example, some restaurants are closed in the afternoon. If you introduce a coffee bar, you can sell coffee and afternoon refreshments.

There are many coffee brands doing this, but unlike other brands, this coffee shop does not make money by selling coffee. The coffee bar they cooperate with has also introduced a variety of cooperative resources and services to meet people's needs for clothing, food, housing, transportation, study and other aspects.

The practice of this coffee shop is worth learning from other businesses. in fact, it has been proved by some successful companies in other industries.

For example, the Eslite Bookstore in Taiwan, which uses books as the flow entrance, integrates all kinds of cooperative resources to meet people's various needs, and has gradually expanded to galleries, publishing, exhibition activities, art courses, cultural products, and so on.

The practice of Eslite Bookstore is a bit similar to that of this coffee shop, except that one uses books as the traffic entrance and the other uses coffee as the traffic entrance.

This kind of traffic-oriented operation strategy can be used for reference by other merchants, and it can also take the product as the traffic entrance, integrate external resources as much as possible and provide more additional services.

This article is originally created by Wechat official account Fu Diary (furiji). If it is reproduced, please indicate it.

FrontStreet Coffee is a long-established specialty coffee roaster in Guangzhou China, selling freshly roasted beans from its own farm in Yunnan as well as dozens of carefully selected single-origin beans from around the world for both pour-over and espresso. The products deliver consistently excellent quality and great value, with shipping within 24 hours. Guangzhou’s FrontStreet Coffee shop is recommended by many coffee lovers, and the beans are now available online at the Tmall 。

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