Mini coffee shop set up a message wall to keep students

Coffee shop owner Ajie and the coffee and snacks run in the shop.

Coffee shop owner Ajie and the coffee and snacks run in the shop.

Small capital to create wealth

(by Wen / Picture / Table reporter Jing Nan)

In April in Yangchun, in downtown Guangzhou, the business of cold drinks shops is booming again; so, what can a shop of 40 square meters run? The first things that come to mind for ordinary people are snack supermarkets, toy stores and gift shops, but Mr. Liu Jie is ingenious. With the limited area of 40 square meters of Civilization Road, he opened a mini coffee shop called Pandora. Although the sparrow is small, it has five internal organs, cold takeout drinks and pastries. Due to a bit of respect in the operation, business has been booming since it opened for a year and a half.

Choose the site first and then decide the variety of business.

In the almost cruel competition in the Guangzhou catering industry, what is the secret of A Jie's success? The correct location should be the most important condition. A Jie was born and raised in Guangzhou and knows the secret of the location in the street: whether a restaurant can be popular, the number of people and the target customer base are very important.

In mid-2010, Ajie raised funds to start his own business and decided to start with the industry he was familiar with and open a beverage shop that young people in the city liked. There was no clear positioning at that time. First look at the location of the location, and then decide what type of business to run.

After repeated visits and comparisons, A Jie "met" this 40-square-meter shop on Civilization Road, which can be described as "love at first sight": compare the shops of the same area in Tianhe and Haizhu District, which is located in the center of many dessert shops on Civilization Road. this section of the road is a well-known leisure street in Guangzhou, with a large flow of people, which can be made into a city's business. Moreover, there are several primary and secondary schools around, with a large number of students.

After renting the house, Ajie began to clarify the type of business: since it is in the middle of a number of dessert shops such as Mingji, it might as well take a differentiated route and sell some fashionable products. Coffee is a better choice.

Promote "mini culture" to white-collar workers

It took Ajie three months to decorate. The coffee machine uses European brand-name products worth tens of thousands of yuan; coffee beans are also selected products from South America; the boss and employees spent a month studying technology together.

At the end of 2010, the coffee shop officially opened. In order to make the business more stable, Ajie made targeted publicity, recommending his "mini culture" to the surrounding office buildings. He printed leaflets for distribution at the office building on Dongfeng Road, and customers who called were given free drinks as long as they were willing to leave their phone number. After that, Ajie collects and collates the information of these customers; whenever there are promotions and cultural news, he will edit them into exquisite and interesting "jokes" and send messages to inform customers. In the long run, the cultural image of the shop has been set up.

As for the primary and secondary school students around other customers, Ajie drew lessons from the operating characteristics of the "petty bourgeoisie" coffee shop in the tourist area, freed up a wall, decorated the message wall, and encouraged students to leave positive messages. Whether it is emotional catharsis or funny jokes, it can be played on the wall of the message. With this small platform, many students have become regular customers in the store.

Potential:

In the big cities, the coffee culture is developing rapidly, and the demand is increasing year by year. Compared with the big Asian cities such as Seoul and Saigon, the number of coffee shops in Guangzhou is relatively small.

Risk:

The technical content is limited and the competitive pressure is great. Mini cafes can not provide complex western food service, which is more competitive than large western restaurants.

Site selection proposal:

Full red professionals believe that this kind of small coffee shop does not have a competitive advantage in dining, and the location should pay special attention to the flow of people. you can choose to open in the commercial areas of the street stalls, large office gathering areas, large community gates, a number of school gathering areas, but it is not very suitable to take the petty bourgeoisie route, open in the community commercial streets or tourist attractions where the flow of people is small.