What "consumption password" do women often reveal in cafes?

Analysis: coffee consumption preference of female customers

At present, due to different brands, it is not possible to obtain the business of urban cafes, big data, from a unified terminal, but the operators of several cafes have confirmed that women are becoming the main consumers of many cafes and have their own consumer preferences.

According to rough statistics by the operator of the Blue bottle Coffee, which is located in the urban Dongou think tank, the male-to-female ratio of its customers is at 4:6, sometimes reaching 3:7.

The female owner of bobo Coffee on College Road in the urban area said that once planning activities such as flower arrangement, art exhibitions, wine tasting and psychological seminars are held, they are basically women, mostly between the ages of 28 and 45. When consuming coffee, there are also differences in tastes between men and women: female customers prefer fancy coffee, while male guests prefer individual coffee.

Around the Dannan business district in the city, there are many cafes. Less than 1000 meters from Taibao to the World Trade Center, there are five cafes of different sizes, including Starbucks (two), costa, Dutch Coffee and other chains. Almost half of the customers in these cafes are women during the lunchtime and evening rush hour.

The head of the marketing department of Dutch Coffee said that most of the customers in the store are women between the ages of 20 and 40, accounting for about 70%. Their per capita consumption is between 60 yuan and 80 yuan per time, the highest is 200 yuan, and some female customers come at most three or four times a week.

"she" said: why do you like to go to cafes?

For every customer, the function of a coffee shop is the same: tasting coffee, talking about work, meeting friends, working. But why do women prefer to go to cafes? Of course, the reason has to be told by the woman herself. The following are some of the views of female consumers collected by the reporter.

"in a cafe, everyone is an island, undisturbed in the crowd." Wenqing A, a woman who likes to work in a coffee shop, describes the reason why she likes it in this way, and she thinks it is more efficient than working from home.

"about 30 yuan for a cup of coffee, you can enjoy more than just a drink. Nowadays, most cafes are comfortable, tidy and tasteful, and some of them have prepared chargers, blankets for heating, and all kinds of best-selling new books." Cost performance is one of the considerations of Lady B.

"every time I encounter something unpleasant at work, I will immediately invite my best friend to a cafe and spit out my bitterness." Ms. C uses the cafe as a place for relaxation and emotional communication.

"A lot of women have a dream of opening a coffee shop. But in reality, it is actually very difficult for most cafes to make money. It is easier and less stressful to be a regular customer of a coffee shop than to open a coffee shop yourself. " Woman D is very rational.

"now everyone is shopping online, and girlfriends seldom get together to go shopping. The cafe has a good atmosphere and is suitable for heart-to-heart talk." This is the saying of Ms. E.

"Honey, I'm not home. I'm in the cafe. I'm on my way to the cafe." This is a note from a male artist in Vienna to his girlfriend. In Wenzhou, if there is a note with similar content, it is likely to be left by women, because more women tend to go to cafes in this city. This phenomenon reflects what kind of consumption psychology and habits of Wenzhou women?

Scene 1 more than half of the customers in the cafe are women

The costa coffee brand from the UK is located in the street corner of the first floor of the Kaitai department store in the urban area. through the glass windows, you can see the street view and the artificial peach blossom forest landscape arranged by the shopping mall, which attracts many people because of its superior position to keep quiet in the middle of the trouble. At about 1: 00 p.m. on March 23, the reporter saw in the store that there were more than 10 customers in the store, some using computers to surf the Internet, some chatting, and some picking up their cell phones to take pictures of coffee and taking pictures outside the window. These customers are all women.

The clerk of the store said that more than 70% of the customers who usually go to the store are women.

Scene two

Many women are drying coffee shops on moments.

"cried by this coffee shop." Recently, Miss Lin posted a group of photos of Xiaoqing Xinfeng cafe on Wechat moments. Recently, this cafe, located in the water heart of the city, has been "brushing the screen" in the small and medium-sized areas of some young girls. The small single-family building, built according to the water, and the general layout of the botanical garden have won the favor of urban white-collar women. When they come here for coffee, they inevitably have to take a picture of Wen Yifan and post on their moments.

In some cafes in the city, you can often see women taking selfies. The higher the style of the coffee shop, the higher the participation rate. As a matter of fact, when many cafes open their stores, in order to attract female customers, they often do what they like, adding in their advertisements: the environment here is particularly suitable for selfies.

Scene 3

Female participants in theme activities are overwhelmingly dominant.

Bobo Coffee on College Road in the city recently held a psychological salon called "seeing Happiness in a relationship". The speaker was a well-known psychological counselor in Wenzhou. After an event, as expected by the female boss, similar to the previous theme activities, 95% of the participants were female customers.

Bobo Coffee has been open for five years, and the female boss said that the usual guests are more women than men, a ratio of about 6 to 4. When it comes to theme events, the proportion of female customers is overwhelmingly dominant.

Industry: women pay more attention to emotional consumption

From the point of view of the operators, some of the differences in the ratio of men to women in cafes are caused by objective reasons. For example, the location of cafes and department stores are places where female customers gather, and there will naturally be more female customers in nearby cafes; decoration style, fresh and soft style will relatively attract women more than hard decoration such as industrial style. In addition, the operators or designers themselves are women, even if they did not set their position on opening a women-only cafe at the beginning of their business, but the unique aesthetic taste of women will imperceptibly affect the temperament, atmosphere and management characteristics of a cafe, thus attracting more female customers who fit in with its "aura".

The female owner of bobo Coffee said that the shop is constantly planning a variety of theme activities, just last month, there were female-themed photo exhibitions, psychological salons, succulent planting salons, etc., these are topics of interest to her, and it is not surprising that most of the customers are women.

Some coffee shop operators believe that women are more emotionally delicate than men, so their consumer psychology is also different. They tend to have a stronger willingness to improve themselves and emotional communication, and are willing to spend for it. She believes that today's cafes are willing to invest in environmental construction and content management. compared with many business formats, cafes are themselves an emotional social place or salon, not just a place for consumption, and can better meet this part of women's emotional needs. As a result, there is an interesting consumption phenomenon of more women in cafes.

"Women are more emotional and pay more attention to the atmosphere of the venue." That's what the owner of Blue bottle Cafe said.