Is the closure of coffee shops the beginning of the collapse of catering industry segments in 2017?

Two days ago, the author and his partner went shopping and planned to go to a coffee shop on the way to have a rest. After opening a review website, most of the nearby coffee shops have closed down. Not only took a cold breath, the queue was so hot in those years, and coffee shops that were frequently active in the circle of friends went out of business one after another. The closure of a store may be due to individual reasons to make adjustments in some aspects, but multiple brands close multiple stores, this is not a brand problem, but an industry-wide problem.

The closure of the coffee shop is coming.

Today, the author will briefly talk to you about the current trend of coffee shop closure in China and the reasons behind it. I hope friends in this field can see it and think more about it in the future.

Those coffee shops that are closed

There is no shortage of well-known brands in coffee shops where the following shops are closed or some of them are closed:

Caffebene Coffee accompanies you (headquarters evacuates), Holly Coffee (flagship store closes), COSTA Coffee (National Finance Center store), Coffee Wing (some stores), Pacific Coffee (some stores), diffuse Coffee (2 stores in Suzhou), West Kowloon Lane Coffee (some stores), carving time (some stores), Grinding time Cafe (some stores), SPR COFFEE (some stores), delimuses Western Coffee (some stores), MAVI Coffee dessert House (some stores), Coffee Dile (some stores), Food Secret (some stores), Paras Coffee (some stores), Mingqian Coffee (Fengxian Road shop), real pot coffee (some stores). There are also some teahouses: one tea, one sit, the smell of tea and books.

-- the above data are from Dianping

"There are some things where recording reality with data is a cruel thing. For example:

Korean coffee representative: Caffebene coffee with you

On May 27, 2015, coffee accompanied you in Beijing, China. The headquarters closed, the company's executives left, and nearly 10 million wages were owed to more than 160 employees at the headquarters. From 2015 to 2016, there are shops closed every week on average. The number of surviving stores is no longer counted. Some of them are just cafes called Caffebene.

25 Years of Classic Coffee: Pacific Coffee

As of mid-January 2017, Pacific Coffee, founded in 1992, had closed nine coffee shops in Shanghai alone. In recent years, Pacific Coffee's revenue is not very ideal, Starbucks in the fashion culture field before the road, after the Korean coffee personality impact, coupled with countless private small coffee shops swallowed, Pacific after joining the effect is not very ideal, the following closed 9 stores, some are strategic contraction, some are unable to return to heaven.

It is reported that its parent company, CR Vanguard, has revealed its intention to sell Pacific Coffee.

The parent company is on the lookout, and the old Pacific is on the verge of being sold.

The most beautiful landlady coffee: the wing of coffee

Go on the show, give lectures, join in and open a noodle shop. Born in 1970, CEO Yin Feng of Coffee Wing, who has both beauty and money, is a gold-lettered signboard. Also can not stop its Coffee Wing (Tianyou City Store), Coffee Wing (Wanda Store), Coffee Wing (Veneto Store) have come to a dismal end.

Coffee with more pots than rice: entrepreneurial Cafe

With the help of the prime minister's endorsement, the entrepreneurial coffee under the name of "mass entrepreneurship and innovation" has soared to 90, 000 miles. From dozens of stores to more than 1000 stores, occupying provincial cities across the country, start-up coffee is everywhere at a time, and there are as many as 30 start-up coffee in Shenyang alone! In some areas, start-up coffee with more pots than rice is actually losing 90%. Only rely on government subsidies to survive. The domino of the industry is about to be triggered.

With the 3W coffee on the Prime Minister's platform, the idea should be used for reference by the coffee shop.

Glorious sacrifice Coffee: COSTA Coffee (International Finance Center)

COSTA Coffee, known as "one of the eight sights of the National Gold", has witnessed the ups and downs of brokers and securities people in the area of the National Gold. During the bull market, those financial elites dressed in top luxury goods, swiping colorful platinum cards and buying oversized cups of coffee talked about tens of billions of dollars of business on the phone, disdaining to take part in buy one get one free activities.

Later, when the stock market melted down, people began to get off work early. In the bad days, some people in suits began to ask the shop assistant which bank credit card there was a discount. There are thick-skinned people who order a cup of coffee and sit at a table all day, and some even sit for a whole day.

Under such circumstances, COSTA Coffee, which has been standing for many years, finally went out of business.

COSTA National Finance Center store, died a heroic death.

Coffee resurrected from the dead: Manner Coffee

The world's smallest coffee shop, Manner Coffee, which is only 2 square meters but has a complete organization, has closed down. It is a very popular coffee shop, queuing for 5 hours with a monthly income of 100000 +. You can't escape the bad luck of closing the door. The reason for the closure of Manner is different from that of coffee shops in the same industry. Like Michelin Taianmen, cruller with scallions and Menghua Street Wonton, it died of irregular documents and reports from neighboring neighbors. Later, Manner Coffee found lodging in the next street and reopened in a wonton restaurant.

Queuing for 5 hours with a monthly income of 100000 +

II. Reasons for closure

"Happy families are all alike, and each unhappy family is unhappy in its own way.

There are many reasons for the closure of coffee shops. But there are no more than six reasons

1. Be revamped by the outside world

2. Be held up to death by greed

3. Be harvested by the brand

4. Starve to death by the environment

5. Be attacked to death by famous people.

6. Be dragged to death by one's own business

1. Be revamped by the outside world

Coffee, the most important thing is coffee beans. The origin and freshness of coffee beans play a decisive role in the final quality of a cup of coffee. Chain brands should be unified and standardized, if all use fresh coffee beans, the cost is very difficult and high. So at present, a cup of coffee is usually mixed with milk and syrup to reduce the impact of coffee beans, which leads to more or less the same products. Mainly to provide social and some simple snacks.

At present, the restaurant environment is not inferior to that of the coffee shop.

A few years ago, the industrial style of restaurant decoration was popular. For a time, many hot pot restaurants and Chinese restaurants put a lot of steel pipes and red brick walls, which were complained by people inside and outside the industry. This seems to be a joke, but in fact, it just shows the upgrading of the restaurant in its own environment.

"at present, public catering pays attention to the social interaction of consumers.

The restaurant headed by grandma's house is forced to do it with a strong style and sentiment. Can eat, drink can also sit down to chat and talk, girlfriends chat between lesbians, per capita is not expensive, food than the coffee shop is both delicious and beautiful, why go to the coffee shop?

KFC and McDonald's sell coffee. It is natural for these old Western fast food restaurants to sell coffee. Sometimes can not afford to go to Starbucks, a few yuan a cup of McDonald's American coffee, unlimited refills with sugar and milk, is also a good place to chat.

The overall catering market has been growing in recent years. All of a sudden, restaurants are opening all over the country. The important function of the coffee shop, socializing, is bitten by the restaurant, and some cafeterias even provide instant coffee service in drinks. The future of the coffee industry is grim.

"the cafe is not the only one who lives in a coffee shop.

The whole family, Seven Eleven, good and other convenience stores sell coffee. At the same time, seats are available in the store. Although the quality of coffee in these convenience stores is not as good as that in professional coffee shops, 80 and 60 points are passed for consumers. Consumers can not only take away and drink while walking, but also can sit down on the high chairs in the store and watch the pedestrians come and go outside to chat with each other. If they are hungry, they can also satisfy part of the market when they are hungry about cooking, bread and snacks.

The whole family has its own brand temperature and many channels, which can satisfy people who are sensitive to the price of coffee.

Internet cafes sell coffee. At present, large Internet cafes on the market are exquisitely decorated, and most of them have beverage tables. They sell juice, milk tea and coffee. For Internet bar owners, coffee, as a refreshing drink, can not only directly increase income, but also prolong the Internet users' time on the Internet. For Internet users, "Ge You" lies on a leather sofa, drinking coffee and playing games, interacting and socializing with friends through games. Both sides get more with one stone.

Nowadays, good Internet cafes have water bars.

Selling coffee across borders. Ikea, MUJI and some indoor children's amusement parks even sell coffee. The coffee shop, which traditionally serves social, coffee and light meals, is already besieged on all sides.

MUJI's coffee shop is open next to you. Are you afraid?

"is there no way out for the coffee shop?

Yes, let's see below.

2. Be held up to death by greed

The blind rush to open coffee shops is also the reason for the coffee shop closing trend.

Take "Entrepreneurship Coffee" as an example, in the name of their own business plus business incubator, won a lot of support from the local government, preferential land, and even direct subsidies. "Milk Tea Girl's husband" Liu Qiangdong even invested 3W in start-up coffee, and entrepreneurial coffee sprang up all over the country. Some of these start-up coffee simply "do not care about alcohol", from dozens of stores to more than 1000 stores, it seems to be large-scale, but in fact it is fat.

According to industry insiders, 90% of the country's start-up coffee is actually at a loss. The only one that is really profitable is the one in Jinan University.

The innovative idea of start-up coffee is right, but it can't stand a swarm.

There are many cafes like Startup Coffee in the country. Only one coffee shop can be fed in one area. Other people's business is good, no matter whether they can win or not, they have to follow. In the end, one family earns, two draws and three loses. In some areas, there are more pots than rice. As the saying goes, a skilful wife cannot make bricks without rice. What's more, most of these blind followers are amateur bosses?

3. Be harvested by the brand

At present, there are basically three series of coffee on the domestic market.

European coffee, Taiwan coffee, Korean coffee.

European and American coffee products are relatively simple, mainly for business people, focusing on quality service is their characteristic.

Taiwanese coffee focuses on entertainment and leisure, quick simple meals and set meals are their main business, and coffee is not their main business.

Korean coffee focuses on afternoon tea snacks and desserts, enriching the product line on the basis of both.

In recent years, the famous Caffebene coffee accompanies you, Holly Coffee and Man Coffee (Suzhou shop) all belong to Korean coffee. And the most serious wave of closure is these Korean coffee.

Korean coffee giant Hollis also began to harvest.

In addition to the Caffebene coffee mentioned above to accompany you to the full retreat. Another major Korean brand, Hollis Coffee, is unable to repay the wages owed to suppliers, franchisees and employees. Its largest flagship store, the Joy Coast flagship store, was also forced to close.

The source of these two Korean coffees is that Chinese companies introduce foreign companies, or cooperate or act as agents to make money.

"now that I have all left, it has something to do with my original intention-I just made a lot of money and left.

Most of the people who join Korean coffee are self-employed. They attach great importance to short-term benefits and returns, and their ability to bear losses is low. At the same time, these Korean brands have almost zero support and management for franchisees. Now that there is a loss, close it immediately.

This is one of the reasons why coffee can become popular overnight and the tide can go out overnight.

The popular product in Korea itself is a gust of wind. Those Korean movies and TV dramas, Korean stars and Korean cuisine change quickly. Those who follow the trend are often either caught up in nothing or become catchers. Now there is a "Korean restriction order", and the franchisee left behind is really "the house leak meets the rain all night".

The brand makes money and leaves.

Korean style is just a gust of wind.

The general direction is to restrict the Korean order.

4. Starve to death by the environment

Take COSTA Coffee (National Finance Center shop) as an example.

As mentioned above, COSTA Coffee (National Finance Center Shop) was in high spirits when the stock market was good, and many people came here to drink coffee and talk about things. Not only that, they also spend a lot of money, want large cups, and do not participate in activities.

After the stock market melted down, fewer and fewer people came here to drink coffee, and the models that ordered coffee became smaller and smaller, and more and more people began to sit and not buy coffee. In the end, COSTA couldn't stand the rent and closed down.

Guests have money, coffee shops eat meat, bright hall

Guests are free coffee shop vegetarian, hair disaster

At present, the economic situation is relatively severe, and social wealth presents two levels of differentiation. The guests who really belong to the mainstay of the cafe are passing away.

"The income of the petty bourgeoisie is decreasing, and the number of people is decreasing.

5. After being famous, a group attack killed

There is an old Chinese saying that "people are afraid of fame, pigs are afraid of being strong."

Michelin one-star restaurant Tai 'an Gate, A onion cake, Menghua Street wonton... It was all because after becoming famous, it was reported by nearby residents, and its own qualifications were not sound and forced to close down.

There is also such a place in the coffee world_Manner Coffee, the smallest coffee shop in the world, only 2 square meters, for a while, it was very popular, and finally it was forced to close because it was too small to apply for a hygiene permit. But because Manner Coffee tastes so good and has a lot of fans, it successfully opened to the wonton shop next street.

Deep ploughing and good word-of-mouth, sometimes you can't even die if you want to.

6. Be dragged to death by one's own business

We can find the coffee shop which is closed, first of all, it is based on a certain degree of popularity. And those, unknown coffee shops have closed down, basically related to their own business problems.

For example: product is not hard enough, store location error, store service training is not in place, marketing promotion efforts and dimensions are insufficient, and so on.

"the coffee shop has a tough environment, coupled with internal problems, and with the combination of the two, the closure is not far away.

Third, how to save themselves in the coffee shop

From the current macro point of view, the dilemma of coffee shops is related to the upgrading of the times and the market. if we still adhere to the old path, the future exports will become narrower and narrower, and the field of "coffee shops" will even be replaced. For example:

1. The Walkman is replaced by MP3, and MP3 is replaced by mobile phone

Limited to the function is too single, and not outstanding, now listening to music basically gave up the Walkman and MP3, both of which have become history.

2. The film camera is replaced by the digital camera, the digital camera is replaced by the mobile phone, and the SLR is still there.

Film cameras have basically been completely eliminated, and digital cameras have basically been replaced by mobile phones. However, the SLR is still there, with the high-precision picture quality and functions that can not be achieved by mobile phones, firmly occupy the market, surrounded by a group of photography enthusiasts.

3. In the face of the change of ballpoint pen, the pen has been upgraded to a symbol of gift, dignity and professionalism.

But if you want to write well, you have to use a pen.

4. In the era when electric cars are popular, motorcycles and bicycles have not lost their market.

Bicycles now have the functions of both walking tools and sports equipment. With the rise of mobike and ofo, bicycles have been endowed with fashion elements.

Motorcycles are gradually replaced by electric cars as mainstream means of transportation, but professional Harley motorcycles often have six figures and become a symbol of culture and status.

Harley is not only a motorcycle, but also a culture and symbol.

"Coffee shops save themselves, in addition to improving their own operation from a professional point of view.

We should also learn from our predecessors and find another way to break through.

1. Learn the DSLR-make 100 cents of coffee

Manner Coffee has become an online celebrity with a coffee shop of 2 square meters. there is no denying that the packaging design of Manner coffee is better than that of ordinary coffee shops. However, it provides consumers with their own cups to buy coffee by 5 yuan. At the same time, despite the small size of the shop, the clerk in Manner is still very careful to pull flowers for every cup of coffee.

This is a kind of professionalism, make the taste fine and speak with the product. If restaurants, fast food halls and Internet cafes want to grab the market, they must pay extremely high costs and energy, and increase technical barriers, coffee shops naturally have their own market. 80 and 60 are passing points for consumers, but 100 and 60 are for consumers: one is in the first place and the other is just passing.

If you really achieve 100 points, consumers will have fewer competitors

This is a method that has been tested to be feasible and reliable.

For chain brands, it is difficult to stabilize the taste of each store at 100 points, but for small individual stores, it is much easier.

2. Learning convenience store-add a function to the coffee shop

In addition to buying department stores, people can now eat, drink coffee and even get express delivery when they go to the convenience store. So, is there anything else to do in the coffee shop besides eating, chatting and playing cards?

For example: enrich the variety of board games, mahjong, listen to lectures, see exhibitions, participate in Party, see performances, star meetings, book signings, dance parties.

Already have coffee shop awareness this point, began to form salon sharing meeting

"The innovative ideas of entrepreneurial coffee are worth learning from for the coffee industry, and the problem of entrepreneurial coffee is that it is biased and out of control.

3. Learn Harley_Let the coffee shop circle a group of people

At present, there are 5739 coffee shops in Shanghai. In addition to well-known chain brands, many of the rest have put a lot of effort into their dishes and themes. For example, pet theme cafes, film and television character theme cafes, with a specific theme to surround a part of the crowd, become their gathering place, is also a way out.

Trap a bunch of people and leave a store

The author says:

Seeing the wave of large-scale closure of coffee shops, the author's heart is actually desolate. Especially after a large number of data collection, the future trend of the whole field of coffee shop is not optimistic. However, the only good thing is that the coffee shop is still holding on to the last straw, that is, the social demand of young people born in the 1990s, especially women, is higher than that of post-80s generation in the same period. If we seize this wave of people to make an article, there may be a glimmer of opportunity.

"but it is urgent for coffee shops to innovate and find a new way out.