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'爲什麼國內的咖啡店大多不賺錢？主要就三點……'

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'爲什麼,國內,咖啡店,大多,賺錢,要就,三點,'

'專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style ) 每次被人問到爲啥開咖啡館不賺錢的時候，我總是有很多想說的。租金，人工的逐年升高，都是成爲很重要的原因。 網絡上很多如何選址，如何控制租金，人工成本的文章，在這裏不進行贅述。今天我們從另一'

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'2017-08-28 12:15:49'

'2017-08-28 12:18:42'

'107771'

''

''

''

''

''

''

''

''

''

''

''

''

NULL

'<div>
	<span style="color: rgb(62, 62, 62); font-family: 微軟雅黑, 黑體, Arial; font-size: 14px;">專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style )</span><br />
	<br />
	　　每次被人問到爲啥開咖啡館不賺錢的時候，我總是有很多想說的。租金，人工的逐年升高，都是成爲很重要的原因。</div>
<div>
	&nbsp;</div>
<div>
	　　網絡上很多如何選址，如何控制租金，人工成本的文章，在這裏不進行贅述。今天我們從另一個角度來看這些問題，爲什麼國內的咖啡館不像國外一樣能正常生存？</div>
<div>
	&nbsp;</div>
<div>
	　　1、國內咖啡消費羣青黃不接</div>
<div>
	&nbsp;</div>
<div>
	　　雖然近年來中國的咖啡消費量逐年上升，但和發達國家比還是有一定的差距的。（圖1）</div>
<div>
	<img alt="" src="/uploads/allimg/170828/3-1FRQ21G2413.jpg" style="width: 600px; height: 352px;" /></div>
<div>
	　　（圖1：2015年全球十大咖啡消費量數據，單位：人均/升。源於World coffee consumption by country | Statista，源於：Tableau）</div>
<div>
	&nbsp;</div>
<div>
	　　從（圖2）的數據可以看出，我們從2012-2013年的1628袋，到今年的3215袋，基本翻了一倍。可是在巨大的人口基數下，我們的人均消費量還是非常低的。</div>
<div>
	<img alt="" src="/uploads/allimg/170828/3-1FRQ21H2311.jpg" style="width: 600px; height: 357px;" /></div>
<div>
	　　（圖2：國內咖啡消費量，單位：60kg/袋。源於BBC Yuan more coffee? China&rsquo;s lucrative caffeine craze, 源於United States Department of Agriculture Foreign Agricultural Service June 2017 ）</div>
<div>
	&nbsp;</div>
<div>
	　　隨着近年精品咖啡浪潮的席捲，中國的咖啡館也紛紛加入了精品咖啡浪潮的大軍，好像如果做了商業咖啡豆就是不好的，會被同行所鄙夷的。殊不知，在美國、歐洲、日本等精品咖啡諸國中，最大的消費量還是商業咖啡豆，並且由於這些國家飲用咖啡的時間久遠，咖啡消費羣有大量的沉澱，這爲他們推廣精品咖啡打下了堅實的基礎。縱觀國內的咖啡消費市場我們也不難發現，星巴克的量要遠遠大於精品咖啡館的量。這就說明了我們的咖啡消費理念過於快速，專業的人很專業可是這些專業的人很難有大量的消費，而大衆對咖啡的理解卻還只停留在商業豆的階段，咖啡品鑑和風味鑑別都離得很遠。這導致了咖啡消費羣的青黃不接。</div>
<div>
	&nbsp;</div>
<div>
	　　2、國內咖啡館的產品單一</div>
<div>
	<img alt="" src="/uploads/allimg/170828/3-1FRQ21I25R.jpg" style="width: 600px; height: 313px;" /></div>
<div>
	　　咖啡館的產品單一是很多咖啡館不能盈利的原因，如果走在意大利街頭的咖啡吧，不難發現咖啡館裏除了供應咖啡，還有各類酒品、麪包、甚至還有的咖啡館賣報紙、車票、飲品百貨甚至還擺放着老虎機。多品種產品的提供能帶來更高的客流，並且能讓這家咖啡館&ldquo;生存&rdquo;下去。</div>
<div>
	<img alt="" src="/uploads/allimg/170828/3-1FRQ21J2G8.jpg" style="width: 600px; height: 338px;" /><br />
	<br />
	<img alt="" src="/uploads/allimg/170828/3-1FRQ21K0544.jpg" style="width: 600px; height: 400px;" /></div>
<div>
	　　3、服務，服務，服務</div>
<div>
	&nbsp;</div>
<div>
	　　我認爲咖啡師的服務應該高於咖啡師的技術，當然並非說技術不重要，可是如果說一個咖啡師的技術能有80分，那麼我覺的他的服務必須要達到100分。在一杯咖啡從製作到飲用，服務遠比技術顯得更直觀。所以服務意識的重要性遠高於能不能做一個高難度拉花。</div>
<div>
	<img alt="" src="/uploads/allimg/170828/3-1FRQ21P2338.jpg" style="width: 600px; height: 400px;" /></div>
<div>
	　　普及咖啡，不僅僅是普及咖啡的知識，更是降低咖啡的門檻，我記得經常在麥當勞看到很多老人喝着免費的早餐咖啡，雖然咖啡的品質可能不高，但誰能說這不是一個好的普及咖啡的方法呢？</div>
<div>
	&nbsp;</div>
<div>
	　　圖1來源：https://www.statista.com/statistics/277135/leading-countries-by-coffee-consumption/</div>
<div>
	&nbsp;</div>
<div>
	　　圖2來源：http://www.bbc.com/capital/story/20160628-yuan-more-coffee-chinas-lucrative-caffeine-craze</div>
<div>
	&nbsp;</div>
<div>
	　　圖片來源於網絡，侵權聯繫刪除。</div>
<div>
	&nbsp;</div>
<div>
	　　首發於zhihu專欄。</div>
<div>
	&nbsp;</div>
<div>
	　　文章來源：咖啡世界</div>
'

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