12 years old coffee gun, tell you 9 industry "truth"

1. Do not skip the service to make quality

It is undeniable that to this day, many people still want to open a coffee shop out of affection.

Mr Lin says the idea is risky-there is a lack of comprehensive assessment and the industry itself has not reached the point where a mature model can be applied.

As a result, 60% lose money, 30% flat, 10% profit has become a relatively objective status quo. So in this reality, if you still insist on opening a coffee shop, you first need to figure out one question: what on earth is a "coffee shop"?

A place where people communicate with each other? A representative of lifestyle? Or some kind of thinking attitude?

In fact, a cafe is a place to sell coffee-but it offers more than the value of a cup of coffee.

Don't talk about emotion and sex all the time. A coffee shop is a place to sell coffee.

So, as a shopkeeper, what kind of "positioning" you need to think about in order to tap the remaining "cafe value"-why open this store? What kind of coffee would you like to sell? In what form is it sold? What are the characteristics? Once located, it will be carried out without moving unless it is proved to be wrong.

2. Coffee shop business has nothing to do with coffee.

"forget about coffee. Coffee is too easy."

It is necessary to treat the cafe as a business, and keep your feelings in your heart. Only when you have a business can you have feelings.

If you don't know anything about coffee, it's okay, there will be someone who knows it. From the barista's point of view, "Don't take technology too seriously."

Coffee technology is what technicians need to do, for coffee shop owners, management, promotion, management is more important.

3. "Starbucks coffee is not good"? In fact, it was intentional.

Many people think that Starbucks coffee tastes bad, Lin Jinbao said. In fact, Starbucks beans are not bad, just deliberately deep roasting.

Why?

Shallow baked beans fluctuate greatly in the process of storage and transportation, which is easy to affect the standardization.

Only when standardization can be replicated can it have more commercial value.

"ignoring some of the features for the sake of product stability is an operational means to minimize the difference in this way, which is exactly where Starbucks is very powerful."

In fact, how many people would sniff coffee in a cafe and evaluate it as "citrus aroma, obvious sweetness, and a little caramel"?

4. don't find a partner easily.

Don't easily partner up to open a cafe. If you want to find a partner, you must agree on two points:

The coffee industry is not an industry that makes quick money. It should be able to withstand "poverty and loneliness".

In order to maintain a long-term relationship, it is necessary to conclude a contract with a clear division of labor.

In addition, as a founder, you should try to be in the store and do it yourself in the first half to 10 months of opening the store. Because the atmosphere of a cafe is largely determined by the boss's temperament, despite the assistance of the team, soft temperament such as brand culture needs to be transmitted by strict standards.

For example, you define a cafe as a high standard, such as when there are beans with bad flavor, you should learn to lose face in front of the clerk and convey your attitude.

5. When the team is mature, the boss "can run as far as he can."

The early owner of the cafe must have done it himself. When the team is mature (about 10 months), the boss will not stay in the store all the time and will put invisible pressure on others.

One is the staff. If you are worried that there will be problems when you are not in the store, it is either your trust, or your management and training is not in place.

Think about the feeling that someone is watching all the time.

Second, guests. Consumers will have a need for a sense of privacy, like to immerse themselves in what they think of as "temporary exclusive territory" and regard themselves as the "owner of a cafe". If the boss is here at this time, it is inevitable to have a chat. At this time, it seems to be telling the guest, "I am the boss," to reduce psychological affection for the store, which is important for cafes that need to convey feelings.

6. 60% / 80% of the consumers in cafes are women

Influenced by the temperament and atmosphere of the cafe, from the perspective of the industry, most of the consumer groups are still women.

7. "your circle can't support your business, no matter how big it is."

Many coffee shop entrepreneurs hold such an idea, "A lot of colleagues in our company are clamoring for coffee every day. ~ I have a lot of girlfriends and no place to party." many of my friends are rich second-generation ah, open a cafe, they come to support, at least they won't pay for it.

That's just for the audience.

At least you have to bury your head and calculate the number of people? Consumption frequency? What is the unit price? Even assuming an ideal situation, how much water is there?

"your circle can't support your business, no matter how big it is." For cafes in the long run, relying on their own circle is unreliable, and they have to return to the mass market to find your target customers.

In the field of coffee, don't be superstitious about "professionalism"

Don't believe in so-called professional things.

This is not to deny the "professional" value, but the kind that does not combine with your actual situation this major is an empty talk, there is no practical significance.

From a business point of view, "professional" is a noun, not an adjective in this industry.

9. It is a trend to open small shops in Shanghai, while Beijing is the second-tier coffee standard.

In terms of the maturity of coffee development across the country, Shanghai has the highest level of coffee development. for example, many cafes as small as a few square meters in Shanghai have developed very well, market segments, and more and more small shops have been opened. This is a manifestation of the maturity of coffee culture.