Faced with fierce competition and many difficulties in the employment situation, the college took the initiative to take social practice measures, that is, "eat all the hardships in Ganxin and travel all over Qian Shan", so that we can integrate into the society in advance, experience life through practice, increase our knowledge and enhance our comprehensive competitiveness in the future. With a good wish and an anxious mood, I came to SPRCOFFEE on Hongcheng Road in Nanchang for a summer social practice of more than one month.
First, the coffee industry status analysis:
In China's 5,000-year-old traditional culture, food culture occupies a considerable proportion. Take Shanghai as an example. At present, there are more than 1 000 cafes, and the annual consumption exceeds 2 billion yuan. At present, all star-rated hotels and designated restaurants for foreign tourists in China have coffee franchise places, and many large and medium-sized cities have opened coffee bars one after another. Most Grade A office buildings, universities, large shopping malls and high-grade residential quarters have specially opened up places for drinking coffee. With the improvement of the younger generation's understanding of coffee, the audience of coffee will be more and more.
With the young people in the 1970s and 1980s gradually stepping into jobs and increasing their income, it is believed that the habit of drinking coffee in China will be greatly improved and the consumption of coffee will increase rapidly. In 20 10, the domestic coffee consumption will increase to120,000 tons, and the retail sales will reach nearly10 billion RMB.
Characteristics of China's coffee industry: the industry has great growth potential and great attraction. The competitive situation is fierce, and the market size determines the future risks and uncertainties of the industry. 2. Coffee preparation:
After more than two months of social practice, I have a basic understanding of the coffee making process and the required raw materials. Now I will briefly introduce the production process of several kinds of coffee:
1. mocha coffee
Mocha coffee has a strong new york flavor in a small cup.
How to make it: Add 20 ml of chocolate syrup and fried coffee into the cup, stir well, add 1 tablespoon of cream to float on it, peel off some chocolate powder for decoration, and finally add some cinnamon sticks.
2. cappuccino
This kind of coffee looks like a headscarf worn by Italian monks, so it is named cappuccino (coffee with cream). With cinnamon sticks and lemon juice, it presents a complex flavor.
How to make it: preheat the fried coffee, pour it into a small coffee cup, add 2 tablespoons of sugar, add 1 tablespoon of cream to float on it, pour lemon juice or orange juice, and insert a cinnamon stick into the cup instead of a spoon.
Mixed coffee
Mix the same amount of coffee and milk together to become Viennese-style milk coffee.
How to make it: first add a little fried coffee to the cup, pour the same amount of milk into the milk pot and bring it to a boil. Add cream before foaming, and then pour it on the coffee after the foam disappears.
There are Neapolitan coffee, hot Mogagaba Indian coffee, frozen cream coffee and so on. The preparation process is similar, and the preparation process is not very complicated, so the cost of making coffee is not very high, which also leads to the low circulation cost of the whole coffee shop, which should also be regarded as a factor for the great development of coffee shops in China.
3. The coffee shop business bigger and stronger factors:
1. Accurate positioning: Cafe belongs to the category of food, but its main goal is the category of music. Because of direct contact with consumers, the changes of coffee consumption consciousness and consumption structure can be reflected in the operation of cafes. Therefore, the operation of cafes, the understanding of consumers' lifestyles and the determination of customers are the prerequisites for opening stores. Good reputation and suitable location are the keys to choosing a coffee shop. It has been said that if a coffee shop can choose a good and suitable location, its success rate will be above 70%. If the customer footprint is sparse, no matter how grand the store is and how attractive the coffee display is, it is difficult to achieve the ideal sales volume. The principle of coffee shop sales is to build the store in a place that can fully attract customers (the so-called "port"). Small-scale cafes, in particular, do not have other comprehensive skills like large cafes, so we should pay more attention to the choice of location, which will be the starting point for the success of cafes.
2. The variety is complete and the price is reasonable: the excellent coffee in the cafe must have strong ingredients. No matter what kind of coffee, if the price is set on the high side, or the quality of coffee is poor, the ingredients are not complete enough, or the coffee inventory is not enough, it will immediately affect the sales volume, and it will naturally be more difficult to increase the number of regular customers. In the operation of cafes, we have to face the competition not only from various cafes in the region, but also from various stores, so "the beauty of coffee" has become the basis for the success of stores.
3. Excellent service: The most direct thing is that the service staff in the cafe should have elegant posture when entertaining guests, and pay attention to the instruments such as clothing and makeup; When receiving customers, you should have an appropriate expression, attitude and appropriate response. All waiters should have rich knowledge of coffee, explain to customers in time, and have negotiation ability at the same time. In addition, we should make effective use of the decoration facilities, attractive and beautiful bar furnishings and store lighting in the store, and further strengthen the publicity effect of advertising media and provide various service facilities. In a word, the service ability of a coffee shop must integrate the activities of the whole store with various factors such as "people", "equipment" and "convenience". In other words, the success of a coffee shop basically depends on the effective use and cooperation of three elements: port, coffee and service. The following example clearly illustrates this point:
One day, a guest came to our coffee shop and asked for a cup of hot coffee. As soon as the waiter brought the coffee to the stage, there was a guest's phone number in the business center next to it. The guest hurried to answer the phone and didn't come back for about ten minutes. After returning, the guests found that the coffee was cold and complained that it was not hot. The waiter changed a pot of hot coffee for the guest with his consent. When the waiter brought the hot coffee to the guest, the guest said shyly, "I'm sorry, I took too long to answer the phone, so the coffee was not hot. It's not that your products are not good." "The waiter and the guest smiled at each other. Although the coffee was cold because the guest took too long to answer the phone, the waiter didn't explain it to the guest too much, fully respected the guest, and immediately changed a pot of hot coffee for him after obtaining the guest's consent, which reflected a good sense of service.
4. Design of internal environment of coffee industry:
1. Interior environment design elements: With the increasingly fierce market competition, all kinds of shops are evolving in the direction of beauty. When a store sells goods to customers, the first thing to show is the self-image of the store: the overall appearance of the store, that is, the storefront. The goods are better, the price is better and the store is better. Therefore, for those who pay attention to the storefront, how to accurately convey the commodity information in the carefully designed and decorated storefront; How to design invisible power by tangible means; How to use the building itself and its internal and external space environment to create various shopping environments with different forms and styles according to different scales, shapes and locations; How to make the storefront stand out from the colorful and countless street scenes is the key.
2. Why pay attention to the internal environment design: the relaxed atmosphere in the cafe. Let people who often feel lonely in public places feel at ease. Most cafes can make guests sit for hours, even if they don't talk to anyone. Many guests go into the cafe and bury themselves in their computers, reading books or newspapers. This stress-free atmosphere is also very suitable for a first date. For businessmen, a quiet and comfortable cafe is also a good place for conversation or communication, so the internal environment of the cafe is extremely important; The most concrete comprehensive performance of coffee shop is the whole commercial space. As for how to make the whole commercial space full of vitality and show its characteristics, it depends on the full cooperation of the front office and logistics operation of the whole store.
3. How to design the internal environment: The in-store business activities of coffee shops can be discussed from two directions. The first is to promote the concentration of customers in the store, and then customers in the store can encourage them to drink more coffee in the future to achieve marketing results. On the promotion of gathering customers, it is to attract customers to the store or enter the store by using various display activities or appeals such as window and POP. Then it is aimed at these guests who come to the store, using hospitality skills. The configuration of the bar can play an inductive role, and at the same time, it can show the characteristics and charm of coffee in the exhibition performance. Through the combination of goods, specifications, colors, patterns, prices and other effects, it is convenient for customers to relax, supplemented by the introduction, special instructions and service requirements of POP. , thus promoting the drinking decision of the customers in the store. Of course, the design of coffee shop also needs skill, which represents a culture and an art; At present, the design styles of many cafes in China are very similar, but with the increasingly fierce competition, the environmental design of cafes has become an important part of their competitiveness. How to design to meet the comfort and satisfaction of customers remains to be explored by related industries.
5. Insights from the coffee industry:
From the analysis of the development status of China's coffee industry, there is still a broad space for the development of China's coffee industry at this stage, but it is still difficult to run a coffee shop well and maximize profits. In my personal opinion, to do a good job in the coffee industry, we can start from the following aspects:
(1). Product strategy
"Customer is God" is well known in the business world, but it is not enough to talk about slogans in general. The essence of product management is to establish a customer-centered product strategy. What products do I have? What products can I make? What products can I provide to customers? Therefore, as an operator, we must have our own product strategy to ensure that we have competitive capital in the fierce competition.
(2). price strategies
In the course of restaurant operation, price is an extremely important factor for both consumers and operators. Successful price positioning is a process in which both the host and the guest recognize it many times and both sides benefit.
Generally speaking, before the restaurant opens, it is necessary to plan and design the main price. Once the target price is determined, it cannot be easily changed. If you change it at will, it will cause business ups and downs and even ruin the restaurant. In the catering industry, there are many such talents.
(3). Channel strategy
Now is the era when channels are king. To become an excellent coffee shop, on the one hand, we should choose the most suitable channel according to the characteristics of coffee products, on the other hand, we can learn from other excellent coffee shops, make good use of their channel resources, expand their value and make ourselves stronger.
(4). promotion policy
The promotion strategy is to sell your products to customers, and customers need to know whether there are high-quality products; In addition, you can also engage in activities to achieve the goal of selling products as soon as possible.
(5). Service strategy
I often hear customers who walk into cafes say that eating in high-end restaurants is similar to eating in ordinary restaurants. The key difference is that the services they provide and the consumption environment are completely different. Therefore, they are willing to spend more money in high-end restaurants. This shows the importance of service to a coffee shop.
(6) Brand strategy
The brands in catering may be very different from the well-known brands we often mention, but in any case, we hope customers will trust you and the quality of your coffee. After customers have a good idea of coffee in a restaurant, they will be handy in future business; Of course, it is not easy to make your own brand, which is why the brand occupies a great position in the hearts of customers. Therefore, only by making a good brand can we be in an invincible position in the future competition.
The summer vocation has come to a close. This more than a month's experience will definitely become an important asset in my life. Will inspire me to face the future better. A journey of a thousand miles begins with a single step. Take every step of your life, live every day of your life and create your own tomorrow with your own wisdom.
05 Department of Economic Management Logistics (5) Class: Ranbo
2006/09/05