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Recently, a new store in Wangjing, Beijing has attracted the attention of the coffee circle:

One cup of fine coffee only sells for 5.99 yuan. The cost of the whole cup, including coffee beans, napkins, equipment loss, etc., is clearly marked on the menu.

What kind of mode is this way of not playing cards according to the routine? I chatted with the team leader.

The cost is written on the menu, 1 cup of specialty coffee only sells for 5.99 yuan

Wangjing, where big Internet companies in Beijing gather, will never lack new and unique features.

From a distance, there is no other logo on the entire door of this store, only a blue “comma”.

Only one blue comma

Is it a tribute to the “legend” in the specialty coffee circle-Blue Bottle? It looks weird.

“Comma, the Chinese understanding is staying, and can also be understood as a smiling face. We want people who love design and beauty to stay here happily and release more inspiration and creativity.” The person in charge told me.

The name of the store is Xiaozhu. “It is taken from” Look at the big place and start at the small place “. This is a sentence that our team appreciates. We think this is the essence of creative inspiration. There is a spiritual connotation of dream + hard work.” Introduction by the team leader.

Sell coffee during the day and wine at night

This profound meaning, in addition to coffee and fashion display, makes me wonderHeavier.

The store is about 300 square meters, and about 100 square meters outside is the area for coffee and bartending. Inside 100 square meters, there are fashion, art books and some beauty-obviously, this is not just a cafe.

Clothes are available in some areas

The decoration in the store, from tables and chairs to furnishings, is also full of artistic sense. According to teammates, “The entire space has been combined with London designers, such as a U-shaped copper bar for coffee during the day + bartending at night, and a ginkgo ladder library with a large number of art and design boutique pictures. Brush out the texture of the texture, because the texture is alive. “

Ginkgo ladder library

I do n’t dare to go into an art-filled store every time I pass. This drink should not cost more than a hundred yuan?

But the menu on the small blackboard on the wall clearly says: Italian condensate 5.99, latte 9.99, RMB.

The price is ridiculous, the picture is from a walking coffee map

After confirming that it is not a US dollar, I was shocked: Dare to sell such a cheap specialty coffee, sure to not be scolded by peers?

I was even more surprised to see the paper menu: the cost of a cup of coffee is neatly marked on the menu. For example, this small cup of 5.99 yuan espresso includes:

Small Italian Italian Style Beans 19g (Papua NewGuinea, Costa Rica, Colombia): 4.18 (yuan)

Napkin: 0.05 (yuan)

Information card: 0.01 (yuan)

loss: 0.47 (yuan)

Total: 4.71 (yuan)

Member price: 5.99 (yuan)

The picture is from a walking coffee map

Here … how else to do business? Usually, specialty coffee starts at 30 yuan / cup. With Wangjing’s house prices daring to do so, is it possible that the rent and labor costs are sold by coffee?

Obviously, these are not in the scope of inspiration for Xiaozhao-it is understood that Xiaozhao is a space created by fashion buyer HIGO. The main purpose is to provide an advanced space for the old users of buyer shops to aggregate. In addition to HIGO’s fashion products, you can also drink and chat.

“Because these old users are the first thing we think about, the quality of the coffee ingredients we use is very good, and the price is deliberately set to be particularly interesting, and the cost is directly transparent.” Xiaozhu team leader introduced.

Transparent cost, almost zero profit, um … As you can see, freshly squeezed 3 oranges pure orange juice, really squeezed out of 3 oranges, priced at 9.99 yuan.

Inspiration, art, zero profit … how to make money? Still haven’t thought about making money from coffee?

100 yuan monthly membership fee is an important income model

This has to mention another action of this store-to collect membership fees, as well as its own APP.

“The entire space is currently aimed at HIGO ’s existing users and new users who love aesthetics and design. Because during the trial operation stage, there is currently no membership fee. We expect to charge a monthly fee when the outbreak improves next month. A membership fee of 100 yuan will be our important income model. “

“We think such a premium space, this membership fee is appropriate. According to our understanding of the old HIGO users, they are a group of people who love beauty and design, they are more willing to pay for a premium environment.” Xiao Author introduction.

Originally, people who want to enter the store need to register members on the APP and pay a monthly membership fee of 100 yuan.

The membership fee is an important source of revenue

The membership model has been tried in some cafes abroad, and Costco supermarkets have also provided templates.

According to public data, Costco ’s full-year sales revenue for the fiscal year of 2018 was US $ 138.434 billion, and membership fee revenue was US $ 3.142 billion. Costco ’s net profit for the year was US $ 3.142 billion—the membership fee was The biggest source of profit.

However, in this store, you need not only pay for membership, but also apply through membership to see if the participants also love beauty and design.

How to evaluate?

I tried to open the APP to join the membership. If I want to register and log in, I found that I must upload a real photo, and the registration is not successful immediately after the application is submitted.

Become a member must upload real photos

According to the person in charge, there is currently another process of joining the meeting is that the applicant and the team “talk for 4 minutes”, which is also a tribute-because an artist abroad said that two people may fall in love with each other for 4 minutes. .

However, do n’t be stunned by love: can members who have been selected layer by layer pay 100 yuan a month to recover the cost?

The team leader explained: “Coffee in a small space is almost zero profit. Our understanding is that HIGO users who love beauty and design are more willing to pay for an inspiring advanced environment. Through a high-level space Revenue from membership fees is more suitable for membership than profit from coffee itself, and there seems to be more room for expansion. “

It can be seen that this store is not the logic of ordinary cafes. Is it to convert members and do community operations?

Obviously, this designer team, which claims to “enhance the light luxury lifestyle for China’s new middle class,” uses fashion as an offline display, making coffee a connection and bringing people together.

And these 100 piecesInvestment is the threshold for members to enjoy the new middle class experience. I noticed that there is also a large cherries-shaped sculpture in the store-um, the “Cherry Freedom” of China’s new middle class is about to be realized from this store.

Cherry sculpture at the door

Another story of a drunkard who does n’t mean coffee?

It seems that Cherries really hit people’s hearts.

In the public comment, the Chelizi sculpture has become a sign that many people come to this store to take pictures.

I turned it over a few pages and looked at it. It seems that the Xiaozhu Coffee, which opened last year and started to resume offline business in March, is not bad. There are endless stream of customers in the store, and there are many people who “confirm” that they want to become Wangjing’s new online celebrities. As to whether this model is sustainable and can continue, it is too early to draw conclusions.

Will such stores open chains? The team leader did not completely deny: “It may be copied to other places, and the selected place is also where creativity, inspiration, and beauty gather.”

Coffee is only a part

However, it is no longer important to open a chain. This drunkard’s shop is not in the same dimension as ordinary cafes. It just took the core of a boutique coffee shop-

Is the inspirational and creative group that you want to attract just the same people as the specialty coffee lovers? Reuse the logic of coffee “third space” to provide activities and links to enhance emotions. But the actual profit has long been anchored online.

The same sentence: “Everything is cafe”.

As for the 5.99 yuan / cup zero-cost pricing, is it that the rules are messed up, and the people in the industry do not have to be grudged. Lao Luo live broadcast has sold more than 100 million, what did Li Jiaqi say?

Still learning from Wei Ya, the rocket is sold,Hot search.

Coordinating ｜ Nico Editing ｜ Jinyu Vision ｜ Jiang Fei

The article is original by Camen, and it is strictly prohibited to reprint without authorization.