China Food

Coffee shop is more imaginative than milk tea


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The consumption of coffee in China is different from many people’s imagination.
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Don’t get excited. This is just a personal view. I don’t know whether it will be realized in the future.

Let’s focus on the reasons why I’m optimistic. Just see if it’s reasonable. As for the outcome, there are too many variables.

Of course, I don’t think milk tea shops are bad, because the milk tea industry is also very large, but coffee shops may be better.

Why is it a coffee shop
Pay attention to what I said. There are two key words.
One is the coffee shop, the other is the future.
I didn’t say coffee. Coffee includes coffee beans, pre packaged coffee powder, espresso, automatic coffee machine, coffee shop and coffee beverage.
I’m talking about coffee shops. It’s very different.
There are several pain points in the offline ready-made tea, and coffee just relieves them.
The first is the standardization of production. For a typical milk tea shop, ice making, tea making, water purification, small ingredients, shaking tea, etc. are all relatively easy to solve.
But it’s hard to cut fruit and make shapes.
Some milk tea brand grapes need to be peeled by hand, mangoes need to be cut by hand, and lemons need to be pounded by hand. If the fruit like yellow peel is simply a disaster of hand peeling.
Therefore, we can see that some stores have to wait for an hour in the rush hour. The business looks very good, but the efficiency of milk tea is not high. We can’t provide products because of the demand.
There is no demand in the low peak period.
Why is miyue ice city efficient? Because there are few fresh fruits, milk tea and ice cream are easy to make, but the price is not high. This is another problem.
In the coffee shop, this problem is not serious.
The barista is mainly a key operator, and it can be mixed with other ingredients in an appropriate proportion, which will reduce the production complexity.
The second problem of the milk tea shop is related to the complex production process, which is the production and loyalty of employees.
The production is complicated, the employees are not motivated, and the products are biased. Moreover, the resignation rate of these children is very high, and the shopkeepers often have to spend a lot of energy to recruit and maintain the morale of employees.
In the coffee shop, the working environment is relatively good, and the production standard is slightly better.
Look at Ruixing’s top brand coffee, raw coconut latte, coconut cloud latte and meteorite latte.
The top brands of manner coffee are orange peel latte, osmanthus latte and Australian white coffee.
Are easy to make products.
It’s the future, not the present
About ten years ago, many people in the coffee industry shouted that the future of China’s coffee market was very large.
This calculation is actually very simple, that is, the number of coffee cups per capita consumed by Chinese people is compared with that of the United States, Japan and South Korea.
The population of China is more than 10 times that of Japan, and the number of coffee cups per capita per year is said to be the first tier city in Beijing, Shanghai and Guangzhou
For example, coffee is like a symphony. Every time the audience comes to listen to it, they can listen to Beethoven; But milk tea is a talk show. When the audience comes to listen to the talk show, you can’t tell the same story. You can only have new stories.
Therefore, coffee shops will be more “comfortable”.
The future coffee shops may not be all Dalian locks
The disdain chain of milk tea is not obvious. This disdain chain has nothing to do with the price, but drinking milk tea is not so “professional”.
There is a chain of disdain for coffee. There are entry-level, three in one, player level, professional level, various hand brews, various cold extracts, various bean varieties and so on.
When coffee culture is popular, a large number of “professional” coffee consumers will appear, so independent coffee shops and boutique coffee shops will be given some opportunities.
When this generation of young coffee drinkers grow old and have time to rest, they are willing to order a cup of coffee in their familiar coffee shop and spend some time there. A familiar barista will know whether he likes to add sugar, whether the beans are roasted deep or shallow, and whether the coffee is brewed with hot water at 95 ° C or 85 ° C.
This kind of coffee shop full of humanistic care is impossible for Dalian lock. Maybe there will be one in every community in 20 years.
Of course, there may be more chain coffee shops like Ruixing.
Finally, add another data. From the second quarter’s financial report of Ruixing, we can see that Ruixing has surpassed Starbucks in the number of stores (7195), the number of cups and the operating income in the first half of the year.
Lucky coffee, which focuses on the sinking market, has more than 1300 stores, and has opened 500 stores in the past six months.
The consumption of coffee in China is different from many people’s imagination.
Original title: coffee shop is more imaginative than milk tea | Xiao Ma song
Read the original text
Coffee shop is more imaginative than milk tea
其次是,咖啡的消费者对产品的花样要求没有奶茶那么高。

咖啡和奶茶的消费者,入门款产品一般都是+奶。咖啡是拿铁,奶茶就是珍珠奶茶,但日后的发展路径却不一样。

喝过拿铁之后,咖啡消费者会逐渐向美式、黑咖啡转向,而这种咖啡产品很单调,对咖啡的研发要求不高。

奶茶消费者则不然,他们不会从奶茶转向纯茶,而是转向更复杂更多样的奶茶形态,奶盖、小料、水果、谷物、植物基、汤圆、豆奶、冰激凌等等,他们要求奶茶更好看、口味更丰富、上新更多。

如果打个比方,咖啡像交响乐,观众每次来听,都可以听贝多芬;但奶茶是脱口秀,观众来听脱口秀,你没办法讲同样的段子,你只能不断有新段子才行。

所以,咖啡店会更“舒服”。

未来的咖啡店,未必都是大连锁

奶茶的鄙视链是不明显的,这个鄙视链跟价格没关系,而是喝奶茶没那么“专业”。

咖啡就存在鄙视链,有入门级的,可以喝三合一,也有玩家级的,还有专业级的,各种手冲、各种冷萃、各种豆子品种等等。

当咖啡文化流行,会出现大量“专业”咖啡消费者,所以会给独立咖啡店、精品咖啡店一些机会。
当这一代爱喝咖啡的年轻人老了,有时间休息了,他们愿意在自己熟悉的咖啡店点一杯咖啡,在那里度过一段时光。熟悉的咖啡师,会知道他喜不喜欢加糖,豆子用深烘还是浅洪,咖啡是95度还是85度的热水冲泡。

这种充满人文关怀的咖啡店,是大连锁做不到的,也许在20年后每个社区都会有一家这样的咖啡馆。

当然,可能更多的还是像瑞幸这样的连锁咖啡店。

最后,补充一个数据,从瑞幸的第二季度财报可以看出,瑞幸在上半年已经在门店数(7195家)、出杯量和营业收入上全面超越星巴克了。

而主打下沉市场的幸运咖,门店数已超过1300家,而且过去6个月就开出了500家门店。

国内咖啡的消费状况,与许多人的想象已经不同了。
原文标题:咖啡店比奶茶更富想象力 | 小马宋
作者:小马宋;来源:小马宋(ID:xiaomasong999),转载已获得授权。
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