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100,000 monthly? It’s not so easy to make money

In 2015, Manner opened its first store in Nanyang Road, Jing’an District, Shanghai, which is only 2 square meters. According to reports, the most hot time can sell 100,000 yuan per month. Manner Coffee currently has 40 stores, mainly in Shanghai.

And in the mainland China boutique with coffee, Manner is an old qualification.

Because of the experience of egg-breaking entrepreneurs, such as Fineline Coffee, Flykoi Coffee, BuzzTime Coffee, etc., most of them opened after 2015, and the scale is within ten stores. This time we first evaluated Manner’s earlier store in Beijing, located at Dawang Road Huamao Shopping Center, and another Manner Beijing store in Xidan Hanguang Department Store.

First, visit the Manner Coffee Shop at China World Shopping Center

Location: This store is located in the Wangwang Shopping Mall in Dawang Road, a luxury brand gathering place. Although it is a shopping center, the upper and upper floors and the surrounding buildings are all office buildings, belonging to the international trade CBD business district. This store is estimated to cover a radius of 500 meters.

Overview: This store cooperates with a leather shoe store, which only takes up about 2 square meters. There is no signboard at the door. Only when you approach, you can see the words of Manner. Opened for half a year, in the public comment on the Dawang Road cafe hot list ranked first.

Business hours: 8:30 am to 6:00 pm. The small editorial shop is 5:30 in the afternoon, only half an hour away from the war, only half a hour to buy a small editor. According to the clerk, people who drink coffee often are early.Nofollow”> “Open a cafe to go bankrupt?” Look at the in-depth evaluation article on the cafe in April this year.

In the objective case of three highs and one low, it is reasonable to use a take-away model with less rent and less labor costs. However, such a store has extremely demanding requirements. If the traffic is sufficient, such as Beijing and Shanghai, where rent and labor costs are high, it is possible to make money by selling more than 200 cups per day.

So, for entrepreneurs who want to do this business, the first thing to do is to understand Manner’s location strategy.

Manner was originally opened on the street in Shanghai, near the vegetable market, also known as the vegetable garden coffee, and later opened to the shopping center. Although there are changes in location, site selection has one thing in common – adjacent to the office area. Because white-collar workers are the main consumer groups of coffee. In the choice of specific location, there must be enough flow of people every day, that is, the core location of the core office area of ​​the first- and second-tier cities.

This location is about 50,000 square meters for five or six square meters. Calculating the rent per square meter is 167 yuan to 200 yuan per day. The price is very expensive. Of course, this point is not necessarily a pure price by area, the value of the position is the first.

In addition to Manner, Egg Solutions also evaluated Flykoi, which currently has only four stores. We can also gain more experience in site selection through the development of Flykoi.

Second, visit the Flykoi store of Jianwai SOHO

Location: Guomao Jianwai SOHO, here is the Beijing CBD, surrounded by the most accurate coffee crowd. Flykoi ranked first in the Guomao Cafe evaluation list.

Overview: This store is located in the corner of an office building, at the corner, the location is better. Jianwai SOHO is independent of each building, and the dining outlets downstairs are scattered in various districts. At noon, the flow of people is scattered, so there is no direction of traffic concentration. The store has an area of ​​approximately 6 square meters and is open from 8:00 am to 7:00 pm.

Products: There are a total of 18 basic products, the price of a single cup is mostly 15 yuan, the big cup is 20 yuan, the cup is reduced by 5 yuan, and there is a toast coffee breakfast package.

Revenue: Judging by the single number, the single amount of 117 orders per day, the unit price is calculated according to 15 yuan, and the daily income is 1755 yuan. Of course, there is a difference in daily income, and there is a small marginal error in estimating monthly income. According to the founder of Flykoi, You Hongda, when you are good, you can get more than 200 cups a day. According to this calculation, the monthly income is about 50,000 to 70,000.

Flykoi was founded in 2018. There are three stores in Beijing and one store in Qingdao. Founder Yu Hongda from Taiwan, has the resources of coffee bean trade, opened a coffee roasting factory in Qingdao earlier, and later opened the first coffee shop, renting 80,000 a year, when the sales volume is good, the cup can reach 200 in one day. cup. At the end of 2018, it moved to the Beijing market.

You Hongda believes that the take-away coffee market must have sufficient growth rate, otherwise it will not be able to support the way. Qingdao can do one or two stores. If you want a fast chain, it is impossible to achieve growth rates like first-tier cities.

The opening threshold of take-away coffee is low. As long as there are two or three hundred thousand, everyone can open one. The operating threshold is not high, there is no difficulty in the supply chain, the common coffee beans on the market can be bought, and there is no management difficulty. Only two or three employees who will make coffee are needed.Growth (2011-2016 CAGR reached 13.5%), domestic convenience store coffee began to receive attention, around 2014, 7-11, Rosen And the whole family has launched freshly ground coffee in China.

The whole family of coffee brand hackers, stationed in more than 900 stores in 2016, sold more than 10 million cups of coffee that year. In November 2018, the whole family sold coffee in more than 2,000 convenience stores nationwide. This year, the number of sales cups exceeded 40 million, which is equivalent to an average of 50 cups per store per day. The growth rate is amazing. The head of the Chinese family hacker coffee said that the goal of 2019 is to sell 100 million cups. Rui Xing, who opened a total of 2,000 stores in 2018, sold only 90 million cups with crazy subsidies.

It’s obvious that the convenience store sells coffee very well. They take advantage of the flow, and office workers habitually go here during breakfast and lunch time, which is a strong competitor for a single takeaway coffee.

In addition to convenience stores, the tea shop is also arranging coffee. As a well-known Chinese tea brand, CoCo has 3,100 stores across the country. In 2015, it began to introduce coffee. Up to now, 1,500 stores are selling coffee.

As for why convenience stores sell coffee, we about cafes in April In-depth evaluation and March in-depth evaluation of convenience stores The analysis is very clear, click to view coffee, convenience store articles.

Today

Second, why choose tea?

First of all, we still have to look at Ruixing’s strategic points.

Rui Xun coffee is mainly distributed in first- and second-tier cities, because the people who drink coffee are concentrated here. In contrast, there are very few coffee users in third- and fourth-tier cities. The deer tea is mainly distributed in the third- and fourth-tier cities, because the milk tea has certain basic users in the vast areas of China and even the countryside.

Secondly, the coffee drinker and the milk tea actually have a certain overlap. The coffee population is 20 to 35 years old, mainly women, as is milk tea. As we analyzed earlier, if you are upgrading people’s needs for the health and quality of their drinks, the people who drink milk tea are the same people who drink coffee.

In addition, in terms of consumption time, coffee is mainly consumed in the morning and at noon, and milk tea is more consumed in the afternoon. For the store, coffee + milk tea can complement each other in time and increase business hours.

Additionally, coffee is the main purpose of consumption, milk tea is more inclined to random consumption, shopping tired and have a drink. Therefore, the previous Ruixing coffee is mainly laid out in the office building area. At present, Ruixing Coffee has opened 3,680 stores, but the office space with huge flow of people suitable for take-away coffee is limited in China.

If you want to get more users to find new growth points, Ruisheng must find ways to cut into more areas, to other places where traffic is concentrated, such as shopping centers, third- and fourth-tier cities.

Therefore, tea has become an inevitable choice for Ruisheng.

As we described earlier, the coffee + milk tea format is not an innovation. CoCo has more than 3,000 stores across the country, half of which sell coffee drinks, including basic models like American and Latte. There are some coffee and fruit creative coffee. However, from the data of the take-out platform, the sales of coffee sold by the tea shop are not good, accounting for less than one-tenth.

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