Under the trend of the integration of eating, drinking and playing, how do cafes and paintings react?

Cafes always have a variety of scenes, often dining scenes, business scenes, leisure scenes of the three, but each cafe business circle is different, the main consumer groups are different, the proportion of each scene is different.

Among them, leisure cafes are mainly dining scenes and leisure scenes, and many cafes combine the two elements of eating, drinking and play. with the general increase of consumer demand, the integration of eating, drinking and playing in cafes will develop to more and deeper directions.

If you are allowed to enjoy food and beverage services in leisure cafes, and at the same time, you can participate in painting activities, can such consumer services arouse your consumption impulse?

The tone of leisure cafe and painting are quite similar, the exploration of mutual integration has always existed, and the chemical reaction between the two seems to be inevitable.

A slap can not be heard, and the complementary needs of leisure cafes and painting activities are obvious.

No matter what industry, there are always some limitations in operation, and it is obvious that leisure cafes and painting activities have such limitations.

Coincidentally, the respective limitations of leisure cafes and painting activities can be well supplemented from each other's business, and their needs are complementary, which lays the foundation for their integration.

The demand for painting activities in leisure cafes mainly comes from two aspects.

On the one hand, it is to make full use of the idle space of cafes and reduce the idle resources.

Due to the consumption characteristics, there are obvious passenger flow peaks and troughs in leisure cafes, and there is generally a certain amount of space idle for a certain period of time. Most cafes are in the peak hours of passenger traffic in the morning and evening, and the proportion of space idle during the trough period can generally reach 70%.

In addition, at present, there are a large number of leisure cafes and serious homogenization, resulting in poor business in some cafes, and the problem of idle space is naturally more serious.

The problem of idle space in leisure cafes is difficult to avoid completely, so how to make use of idle space is very important. According to the law of idle time of coffee shop space, we can do some extended supplement in management. A small number of coffee shop operators have realized and put it into action, and the integration of painting activities is a form of extension.

On the other hand, it is the need for leisure cafes to shape brand culture.

Being a coffee shop is more like a brand culture, and the premium of coffee and other products often comes from the scene construction and brand culture of the coffee shop.

Starbucks is a typical example of shaping coffee brand culture. with stable coffee products, dense store layout and unique user operation, Starbucks has gradually accumulated its business and leisure culture and occupied the minds of consumers. so that Starbucks has become the first choice for many people's business and leisure places.

Location and scene construction can generally be achieved through capital investment, but brand culture may not be achieved, so the biggest difficulty for the success of most cafes lies in the shaping of brand culture, including business culture, staff management culture and brand value transmitted to users.

To shape the brand culture, first of all, the consumer positioning of the cafe should be clear, and find out that they go beyond the needs of coffee products, and then transmit the brand value to consumers through the design of the caf é hardware, the scene atmosphere created, and the soft service.

Painting activities are undoubtedly part of the scene atmosphere and soft services, and the importance of cafes that want to shape brand culture with the help of painting activities is self-evident.

Painting activities themselves need venue support, the traditional studio is slightly serious, leisure cafes can not only provide support on the venue, but also the scene atmosphere is more suitable for leisure and relaxed painting activities, but also provide coffee catering services, which is an excellent choice for painting activities.

In addition, the area density of the cafe is much larger than that of the traditional studio, and it can often go deep into the community. From the point of view of the convenience of consumers in painting activities, the cafe has a certain advantage over the traditional studio.

Exploration of the integration of more than 100 painters, more than 100 cafes and more than 300 painting activities

Since the demand for integration exists, the integration of leisure cafes and painting activities is also natural, in fact, the integration of the two has always existed.

Chen Dingfeng, founder and CEO of Mei Bar Show

Chen Dingfeng, founder and CEO of Meiba Show, who has many years of experience in the operation of chain cafes, realized the need for the integration of the two, and created a social platform for Meiba painting to integrate into the painting activities of leisure cafes.

The beauty bar show platform connects painters, cafes and consumers, making use of the idle space provided by leisure cafes to invite painters to provide consumers with 2-3 hours of painting teaching. Mei Bar Show has very few employees, and the activities are mainly completed by the independent cooperation of painters, cafe staff and consumers.

Chen Dingfeng has contacted many painters by virtue of his contacts in the art circle. For the painter, he pays more attention to the painter's ability to control and guide the scene, simplifying the knowledge of painting, followed by the professional level.

At present, the Meiba Show has carried out more than 300 painting activities in Shenzhen. The registration fee for each activity starts from 179 yuan. Painters can get remuneration ranging from 100 yuan to 500 yuan, with a profit margin of 30%. More than 100 cafes and more than 100 painters cooperate with them, and the frequency of coffee shops participating in painting activities varies from 1 to 3 times a month.

Why is it the leisure cafe that merges with painting activities? Chen Dingfeng believes that the combination of painting activities and leisure cafes is very harmonious. The consumers of painting activities are mainly young people, who are highly educated, like art, regard painting as a more fun way of entertainment, and are more likely to like cafes. The leisure cafe environment is relaxed, and the main purpose of painting activities is to make busy, high-pressure city workers relax and reduce stress.

As for the selection criteria of cooperative cafes, "the first is whether the coffee shop operators have a common business philosophy, and the second is whether there are any characteristics of the environment and services of the coffee shop, and whether consumers will like it." Chen Dingfeng said.

For the painting activities of the Meiba Show, the cafe provides idle space but does not charge any fees. In addition to using activities to shape brand culture, obtaining direct and indirect consumers through the use of idle space is also an intuitive benefit that activities bring to cafes.

Chen Dingfeng revealed to Chopsticks that few consumers who take part in painting activities do not spend in the cafe where the activity is located, and usually order some drinks or snacks, and some people will stay in the cafe at the end of the activity, which may generate more consumption in the cafe.

There are also some painting activities in cafes that bundle painting with coffee consumption, while the painting activities of the Beauty Bar Show do not adopt this model. Giving consumers the freedom to choose what they spend in cafes can not guarantee a stable revenue, but it is more acceptable to consumers, and consumers have more freedom at the same time.

In addition to bringing direct consumers to cafes, painting activities can often trigger consumers to spread independently, which means that more people will learn about the cafes where the activities are located through consumer communication, bringing potential consumers.

Painting is only one of the dimensions of integration, and the theming of the cafe is the final form.

The integration of painting activities and leisure cafes has achieved good results, but painting is only one of the dimensions of the integration of cafes and play.

For leisure cafes, as long as in line with its characteristics, the target consumers are similar, leisure, relaxation, activities suitable for the cafe atmosphere can try to integrate, such as baking, art activities and so on.

Through regular activities, gradually accumulate, bring more passenger flow and more value extension for the cafe. Activities can be varied, but should be primary and secondary, choose one or two most suitable for their own cafe atmosphere as boutique activities, process specialization, make characteristics, other activities as a supplement to richness.

It is not difficult to find that if this kind of activity is integrated more thoroughly, the decoration style of the cafe at the beginning is the painting theme, and the painting activity, as the normal operation of the cafe, is not the form of the theme cafe. However, compared with the cafes that cooperate with the Meiba Show, the painting theme Cafe has put forward higher requirements for its own activity operation ability, consumer operation ability and theme creation ability.

Cafes with play themes are not uncommon in recent years, and pet cafes are a typical example. Whether it's a cat cafe or a dog cafe, pet fans can get in close contact with a large number of cats or dogs in the cafe, and even the owners of cats or dogs can bring their pets to the cafe to drink coffee with their owners. cats or dogs can also play with other pets. Such a pet-themed cafe is no longer a single cafe, but also a gathering platform for pet fans.

Chopsticks play thinking that the integration of play-themed cafes, can focus on a group of distinctive people, through the meticulous operation of the community, whether on brand loyalty, or on the improvement of consumer stickiness have a significant effect, the revenue mode of cafes also has more room for imagination.

Under the general trend of consumption upgrading, people not only have a healthier and higher quality pursuit of life, but also have more spiritual needs, and the theme cafe with play elements can just meet the dual needs of people. it will be one of the important subdivision development directions of cafes in the future.

From the beginning of its birth, the thinking of playing with chopsticks firmly believed that the two similar formats of eating, drinking and playing, which are already in the same consumer industry chain, are accelerating their integration, and there are no boundaries between eating, drinking and playing. and there are multiple opportunities to cooperate and complement each other. The deep integration of eating, drinking and play will lead to the upgrading and iteration of the entire consumer industry chain. Chopsticks play thinking will continue to pay attention to these deep integration cases.