【Market View】Coffee shops are hot, exploring new consumption scenes is worth thinking about

　　In recent years, China's coffee market has developed rapidly, and the future market imagination is huge.

According to data from Tianyan Check, there are currently nearly 150,000 coffee-related companies in my country, of which about 60% are individual industrial and commercial households, 30% are limited liability companies, and 70% of the enterprises have registered capital below one million yuan.

　　This kind of corporate structure also applies to coffee shops.

According to market research, in first-tier cities, the number of chain-brand coffee shops accounts for only one-third of the total. In other words, the coffee shop market has not formed a dominant situation, and quite a few specialty coffee shops are still active in the streets and lanes.

Of course, consumers' acceptance of coffee categories and prices is also diversified. Some drink instant, some drink hand-made, some are price-sensitive, and some are not. This is why the coffee shop market cannot be completely monopolized by a brand. One.

　　As of June 15, my country has added nearly 11,000 coffee-related companies this year.

Under the optimistic situation of the market, coffee shops, as the downstream "exports" of the industry, are on the cusp of investment. Not only chain coffee shops are favored, but other types of companies have also begun to set foot in coffee shops, convenience stores, bookstores and even pharmacies. …In fact, the reason why coffee shops are favored by investment is that, in addition to the fact that the industry is indeed on the rise and the market has great potential, it is also related to the low threshold of the industry.

　　It is important to know that it is not difficult to find channels for obtaining high-quality coffee beans. With the help of automated coffee machines, the production process and related ingredients of various coffees have often been standardized, quickened and homogenized, making it possible for different brands, different scales, and different forms. In the coffee shop, there is not much difference in taste.

At the same time, it also creates risks in the coffee shop market.

After all, if you want to get more customer traffic, it means that you have to invest more in the location of the store. In the golden area of ​​urban business circles, more than one coffee shop brand is often preferred, and door-to-door competition is not uncommon.

　　Because of this, taste is not the only competitiveness of coffee shops, and even coffee products are no longer the only source of profit for coffee shops.

It is necessary to develop and expand derivative markets. For example, in some well-known coffee shop chains, the price of a cup is often more than a few cups of coffee.

However, such a retail model is not suitable for non-chain coffee shops.

　　In cities, consumers walk into coffee shops not only to quench their thirst, but also to satisfy their rest and social needs, and this is the original appearance of the coffee shop.

In other words, coffee shops need to expand more consumption scenarios based on their own characteristics and the characteristics of surrounding consumer groups in areas such as rest and social interaction.

Of course, the more such new scenes are not the better. Some coffee shops have even turned themselves into fast-food restaurants. This puts the cart before the horse. Not only is there not much profit, but it adds new costs and competitors.

　　And how to make these new consumption scenarios not affect the overall positioning of the coffee shop, but also to obtain more profits, under the premise of controlling costs as much as possible, is worthy of further consideration by coffee shop practitioners.

　　Reporter: Zhao Ang