The New World of Coffee Market: there is a lot of money, few things and young people here?

one

Campus cafe, what's the difference?

-- site selection

Yang Zhen, who was busy as soon as he entered the shop, initially opened a cafe out of a feeling that he "wanted to find a habitat here after years of drifting."

The first cafe has been open for a year, and he is already preparing for a second one.

Yang Zhen said he was not worried about students' spending power when choosing the location of the school.

"Today's students are all post-1995 only children, and they are richer than we were when we went to school. There are more and more platforms and open environments to make money, and now parents will try their best to provide better conditions for their children. I don't want to be worse than others." The school passenger flow is stable, densely populated, with high cultural quality, and has a certain pursuit of taste and style; compared with it, although the flow of people in the business circle is very large, the quality and consumption power are more uncontrollable.

Of course, not every university is suitable. At the beginning of the site selection, Yang Zhen examined the situation of colleges and universities throughout the university town, and only after comparison did he choose the second floor of the commercial street of a school. The rent on the second floor was half cheaper than that on the first floor.

"there are a large number of people in this school. compared with the students' spending power, the key is that the commercial street system is mature, the school consumption places are centralized and complete, and the school management is also very standardized."

When planning to open a second store, Yang Zhen had a new idea and chose an aristocratic school. In addition to the high spending power of students, this school is located in a relatively remote location and has certain scarcity of resources.

-- passenger unit price

Unlike Yang Zhen's meticulous preparation, Yuan Ning's more than 400 Ping Cafe opened by accident. ▲ Yes, the two floors are more than 400flat.

A few years ago, Yuan Ning returned to his alma mater and saw a beautiful two-story house being built by the lake. He rented it after a few words of booing among friends. After consideration, he opened a coffee shop.

But with such a large area, what kind of customer unit price can sell a good flat effect? Yuan Ning handled it very cleverly.

He set three prices on the menu: social price / student price / member price, the student price is about 18 yuan, and the member price is 2-5 yuan lower than the student price.

The way to deal with a member is also very simple. 28 yuan to join a member, get a ring engraved with a cafe logo, as a token with the students, simple and romantic.

-- publicity

In the interview, both shopkeepers were so confident about the popularity of their cafes in the school that "almost no one in the school didn't know."

The promotion of the cafe, Yuan Ning began during the decoration period, as an opportunity to solicit names for the cafe to promote it in the school bar, Weibo and Wechat.

Usually there are activities released like this, since the opening of the store, I have not even printed a flyer, but now young people play QQ accounted for the majority, I am not very good at this, I have been learning.

Yang Zhen's location advantage is also reflected in the publicity, the cafe is located in the school commercial street, the student flow is very large, the location is very conspicuous, almost no publicity, you can know at a glance.

In addition, the school circle is fixed, and the customer group is more concentrated, and the characteristics of closed and open environment are also conducive to the dissemination of information.

-- guidance

Young people are the main consumers of drinks. By opening cafes in colleges and universities, brands can be planted in the hearts of young consumers in advance, so there is no lack of chain brands to enter colleges and universities.