Coffee shop 丨 How to stand in fierce competition?The uniqueness of this 7 -square -meter coffee shop

The "2022 China Coffee Consumption Insight Report" just released a few days ago shows that the number of Shanghai cafe still maintains the world's first. As of June 30, 2022, the number has reached 7,857. On the increasingly rolled coffee track, how to stand on the foothold on the foothold in Magic is perhaps the test that every coffee shop will face.

Compared with the large -scale chain coffee shops that open the large -scale style of commercial streets in major shopping malls, a special coffee small window or a small shop coffee shop hidden on the small road on the city center urban area is a magic A portrait of Du Coffee's diverse culture.

On Weihai Road, Jing'an District, Shanghai, there is such a boutique coffee shop with green as the main color: Writer Coffce. In a 7 -square -meter shop, the coffee production table occupies the main position, and the rest of the space is only enough to place a bench. Customers who order orders are often more willing to stand outside the store and wait in line. After a while, they can always accumulate four or five teams.

According to the coffee industry data released by Meituan, Nanjing West Road Street in Jing'an District ranked first in Shanghai with 57.9 cafes per square kilometer. Weihai Road, which belongs to Nanxi Street, naturally "Tibetan Dragon Crouching Tiger" road. Within 1,000 meters before and after this road, there are more than a dozen large and small coffee shops, and the competition is not fierce. How to stand firmly in a coffee shop and not by the "back waves"? The coffee shop manager Xiaolu and his partners have already set the brand tone at the beginning of the store: insist on making high -quality and low -quality boutique coffee. There are self -roasted coffee beans for different origin in the store, which can be made with hand -made coffee and Italian coffee. At the same time, it also provides SOE American -style milk coffee (a single producing coffee beans as concentrated coffee).

Most of the customers in the store come from office workers in the nearby business district office buildings. The surrounding residents and Internet APP commented on punch -card enthusiasts. With these (brand tone) alone, it is not enough to attract customers' discerning tasting ability and pursuit of boutique coffee flavors and origin. It is a major feature of special coffee that is regularly updated to develop and develop. Xiaolu introduced that every seasonal conversion and important festivals, the store will launch limited and seasonal category coffee. In this summer, we developed the special coffee drink "Black Pineapple Summer", which is widely loved by customers.

Compared with these seasons limited, another product in the store is a must -order product at every time the author and colleagues go to the store. The author wondering why he must order it every time? Colleagues replied: "This sweet and sourness is to poke my taste buds!" Speaking of this product, Xiaolu showed his pride. "Because I am from Shanxi, I will eat Shanxi old vinegar from a small family. Vinegar is also part of our lives in Shanxi people. After engaging in the coffee industry, I have always thought that the taste of my hometown is combined with coffee ... The Italian concentration of the Writer 1 is matched with a special method. Cream, plus fresh bubbles and ice cubes, a cup of "Shanxi Old Chen Vinegar American" with a cup of Shanxi characteristics is made. If you want to describe it in text, the taste is a bit like the taste of the vinegar campaign in late autumn hairy crabs. Make the coffee more sweet and sour taste, which brings a refreshing and pleasant feeling to the drink. "

The temperature in the afternoon this summer is also surprisingly high, and it is accustomed to 36 degrees. At the entrance of No. 729 Weihai Road, the narrow sidewalks will still gathered at the Shanghai Newspaper Group Building Building and opposite WeWork Zhongchuang Space. When you come to the door of this shop, stop and chat, and the feelings of the ice and fire of steamed sauna in the somatoscopy of the sauna will make the office workers overwhelmed. Xiaolu said, "It's like a small community venue. The 'neighbor of the" neighbors' upstairs and downstairs in the office building may have worked in the same building for ten years, but they don't know each other. Here you have set up a platform for them. Because of this small shop, because of this cup of coffee, because of the shortened distance, they know each other and become good friends. Writer restores the social attributes of the coffee itself. Everyone can easily talk about it here. I like a word. Wind, the rain in May likes the fireworks in the greedy people, and share what I like to give you at the same time. I think this is why everyone loves Writer. "

In the hot summer, Shanghai gradually recovered. While the number of stores opened in the city hit a new high, many street independent boutique coffee shops and cost -effective chain brands also worked hard to survive in the post -epidemic era. Coffee is not just a functional drink that revives the spirit during work, and has become an important part of the daily life of contemporary young people. Rich and diverse coffee culture has slowly penetrated into all corners of the magic capital, and gradually become a lifestyle with local characteristics. These coffee shops scattered on the streets of Magic capital, many shopkeepers such as Xiaolu and their customers work hard to continue writing the life of Shanghai Haipai coffee culture.

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Photography/text: Chen Long

Editing: Wang Tianci

Edit: Chen Yunfeng

Editor in charge: Wang Wei

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