There is a cultural flavor in the coffee

Recently, Ms. Ye, a citizen, often goes to a downtown cafe to see a movie with several good friends. "drinking coffee while watching a movie and discussing it is more interesting than going to the cinema." The reporter learned that nowadays, many cafes have begun to find another way to consolidate and attract more tourists through cultural sharing.

From selling only one cup of coffee to cultural interaction

In recent years, the business of Wenzhou Cafe is not as beautiful as expected, and it is common to shut down and stop. Coffee shops such as Aili and Lawa, which started earlier in Wenzhou, have not expanded rapidly in recent years, and conservative maintenance is already in good condition, while many cafes near them have changed owners. Coupled with the fact that some foreign coffee brands have settled in Wenzhou in recent years, the momentum of expansion is relatively rapid, making it difficult for more local cafes to survive.

Since the beginning of this year, many local cafes in Wenzhou have begun to turn to cultural marketing, where they can not only drink coffee, but also hold movie parties, book clubs, English corners and lectures, adding more cultural elements, and thus have a lot of regular visitors.

"every Tuesday is a movie party, Wednesday and Saturday is a cultural sharing, Thursday is an English corner, and there are two book clubs a month." Mr. Ye, one of the people in charge of Wenzhou Yifusuo Coffee, told reporters that originally the cafe was opened on Wangjiang Road in the urban area, but there was not much space and so much content, but now it has moved to Xialupu, expanding the shop area and increasing the diversity of content. "with so many cafes in Wenzhou, it is really not easy for coffee to attract more people, and the differentiated business model will attract and retain customers." Mr. Ye said.

Many cafes, such as BOBO, Wind-blown Wheat Wave, Blue bottle and so on, have begun their cultural journey. "We are not just a cafe, our hope is to take coffee as the carrier, integrate into cultural exchanges, and become a personalized cafe." Ms. Xu, the director of BOBO Cafe, said.

Cultural sharing attracts people with common interests

The cultural interaction activities of this kind of cafes are mainly movie parties, English corners, book clubs and cultural sharing, as well as customized activities, salons and peer-to-peer activities for enterprises, societies and so on.

"in fact, we can't make any money from sharing meetings. We have to plan a sharing theme every week, and we have to hire people, which is sometimes a bit of a struggle. For example, we invited Hu Jinchao, a famous violinist from Wen nationality, to talk about his violin music, and Hu Fulin, chairman of Xintai Group, to share his personal life witness and entrepreneurial journey with young people. We prefer to bring together a group of thoughtful young people, not necessarily for the purpose of making money. " The person in charge of Ephesus Coffee said.

"sharing, watching movies, and poetry appreciation meetings are basically for the public good. Hoping to bring some people with common interests together is not only a party but also a collision of ideas. Unless it is some small customized activities and salons, parties of some enterprises will be profitable. " Ms. Xu of the BOBO Cafe said that making money is not a top priority for her. She thinks the cafe is a place of life and an extension of culture.

The reporter learned that cafes generally set a minimum price for such activities, ranging from 20 yuan to 60 yuan, that is to say, people who come to the event should order at least one drink. Cafe owners say the goal is to keep the event going. After all, money is needed to run it.

Use social methods to glue fixed consumer groups

In the cafe, Feng Jingqi, a teacher from Wenzhou Middle School, shared his experience of a self-help trip to Turkey with friends who like to travel. "this kind of sharing is mainly about communicating with some friends, and everyone can speak freely." Feng Jingqi said. "the best way to share this kind of culture across the country is the Renaissance Forum in Shanghai, and we hope that culture can be spread and passed on in Wenzhou. Cultural sharing began last year, and more than 40 issues have been held so far. " The person in charge of Ephesus Coffee said.

Zhou Jingfei, a native poet, held one poetry sharing meeting after another with friends who liked poetry at BOBO Cafe. "it's a good thing to share discussions with people with the same interests, and there will be a lot of collisions of ideas." Mr. Zhou said so.

Industry insiders said that the original coffee shop business model is relatively simple, whether foreign brands or local brands, in addition to coffee itself, more coffee accessories sales to make a profit. On the other hand, local cafes combine pure cultural factors with coffee, drawing lessons from the forms of some forums from other places. For example, the Renaissance Forum in Shanghai specializes in cultural sharing, and the threshold of the theme is not high. College graduates, entrepreneurs and those who want to take this opportunity to show themselves can all come to share. In fact, more emphasis is placed on the social circle, as a way of social interaction, the audience has a strong degree of adhesion. Therefore, it can also make the cafe have a group of fixed consumers.