Beijing Evening News: cafes suddenly become popular

Some people say, how to tell the Korean cafe? Just see if it has a transparent glass window five or six meters high. This is true. Recently, Korean cafes which have won by "tune" are very popular in the capital. Li Zhiqi of Zhiqi Future Marketing Consulting Co., Ltd. said that the cafe has entered the 2.0 era, and the premium generated by the so-called "adjustment" can reach 30% to 50%.

"Writing here is like divine help."

Among many Korean cafes, Man Coffee is a popular one. A reporter who works in the media posted on moments that the efficiency of writing manuscripts in such cafes has been greatly improved. This state has been responded by many people, some people say, to write a year-end summary should be written here, ah, at home or office to write that is a struggle.

What kind of Korean cafe is this? In recent days, when the reporter went to the shop on Baiziwan Road, the five-or six-meter-high glass outer wall was very bold. Inside, the space was also very open. There were many trees in the house. Looking closely at the original real trees, they extended to the roof, and some decorations were hung on the trees. The ornate chandelier hung down and gave off light. More importantly, the tables and chairs here are elegant, full of log texture, a natural wind, and the walls around some seats are covered with books that can be taken down and read. Chandelier, wooden floor, classical furnishings, all highlight the luxurious and simple style. When the reporter was interviewing, it was raining cats and dogs outside. I sat for a while under the big glass curtain wall near the window, and I didn't have a mood.

After ordering a 33-yuan carrot and apple juice, the waiter gave a red bear, which is the equivalent of a table card. Put the bear on the table, and the clerk will pick up the bear according to the bear and send the meal to the table. This food delivery method is also popular with many consumers. "it's so interesting!"

When I arrived at the coffee shop, it was already four o'clock in the afternoon, and the attendance rate was more than 85%. People around me were reading, in a daze, and many people worked here. A man at the next table said that he had come from the morning and sat until the afternoon, and had almost finished his copywriting. "I just can't write it at home, it's like God's help here." The service staff of the store said: "this is not the hottest one. The first one is the hottest one on the other side of Jiangtai Road."

Winning rule

1 it's not coffee, it's lifestyle.

Not only coffee, cafes that have become popular in recent years, their "resumes" are actually from South Korea.

ZOO COFFEE, which takes animals as its theme, is a chain coffee brand with animal culture as its theme, and has opened many stores in Beijing. Although each house is full of cute things, the decoration style is different. This combination of coffee and animals also allowed ZOO COFFEE to set a record for the fastest growing coffee industry in South Korea.

"Coffee with you" is also from South Korea, and there is a huge portrait of Zhang Genshuo at the door. If you don't pay attention, you will think that some handsome guy is looking at you! This has also become a symbol of it. It is said that the cafe is the largest coffee chain in South Korea, with more than 900 stores in South Korea since its establishment in 2008.

Different from Starbucks and other partial business styles, the decoration style and product positioning of Korean cafes pay more attention to leisure functions and encourage slow-paced life. As a regular customer of the cafe, Li Zhiqi of Zhiqi Future Marketing Consulting Co., Ltd. said that if you see a two-story cafe with large floor-to-ceiling windows, decorated in pastoral, forest and other original styles, and pay attention to multi-woody and retro objects, coffee mainly sells fancy sweet drinks with rich desserts such as waffle, there is no doubt that this is a Korean version of the cafe. Why are Korean cafes so popular? 'in fact, Korean cafes don't sell coffee, but a way of life, 'Mr. Li said.

2 "adjustment" premium can reach 30% to 50%

How can Korean cafes selling lifestyles be so successful? The coffee side responded that, in fact, they pay more attention to the freshness of the food and the quality of the ingredients, and the open kitchen in the hall allows consumers to see the food production process, so that guests can eat at ease. "in addition to the ingredients, the environment is the uniqueness of the coffee, so that customers fall in love with it when they first enter the restaurant, and are willing to spend the whole afternoon or more here."

Advocate a slow life, consumers can stay in the store, how to ensure profit? In this regard, ManCoffee said that, in fact, a good consumer environment can increase consumers' stickiness and loyalty. On the one hand, a consumer's preference for this brand can drive more consumers around him to spend, on the other hand, consumers who have been sitting in the store for a long time are mostly multiple people, which is a kind of group consumption behavior. "on the other hand, except coffee. We also sell waffles and toast, which can also increase guest order consumption. "

Li Zhiqi analyzed that at present, domestic cafes have entered the 2.0 era, and now everyone is not selling coffee, but tonality, a kind of space value and the added value of coffee. "the adjustment is now very valuable, and the premium can reach 30% to 50%." Tian Guangli, chief marketing consultant of Longze Food and Beverage think Tank, said that the most exciting market is always controlled by experts who are good at creating emotions. A glass of beer can also make you feel like sipping dry white in Paris. This is the marketing law of modern society. Let people feel emotional, cultural, artistic edification in consumption, and then become loyal "fans" in slightly tipsy mood.