作者:中國咖啡網 來源:咖啡豆: 咖啡新聞 > 咖啡資訊 > 2025-03-28 07:23:32
開一間咖啡店是很多人的夢想,我們身邊總有這麼一兩個朋友說要開一間,甚至你自己也有過這樣的想法,也許是正在謀劃當中,或者已經開始行動。
我經過長期的觀察,在調查過接近百間的咖啡店後,粗略得出這樣的結論,創業性質的咖啡店失敗幾率嚴重偏高,如果一定要一個比率來形容,是在70%-85%之間, 也就是說,你如果開一家咖啡店,如果這是你第一家咖啡店(可以稱爲創業咖啡店),那麼你在2年內(2年是我評估失敗與否的標準),這家店倒閉的可能性在70-85%之間。你可能說我武斷,且再聽聽我的細解。
我大約調查過90間咖啡店。所謂調查,是指我能夠接觸到經營者,或者在不能夠接觸經常者的情況下,在足夠次數的拜訪得到我想要的調查分析。我說的這90間,有20間左右是朋友開的,或者是朋友介紹我認識的,也就是朋友的朋友開的,大多屬於創業咖啡店,有30間是我在網上看到的放盤的咖啡店(58同城、趕集網),其中70%屬於創業咖啡店。其餘的40間左右是我主動光顧的,一般是每到一個城市,在大衆點評網找到我想去的,有特色的咖啡店。
當然,這90間咖啡店當中,不乏成功經營的店。而成功與否,對於外行來說有時是表面的。有時是要憑經驗和分析的,例如其中我朋友開的一家經常滿座的咖啡店,如果一般人在外表上看是成功的,但是,當我坐在這家店一個下午後,就得出這家店一定處於虧損的狀態這樣的結論。後來我朋友勉爲其難的承認了。做到了滿座的經營,爲何還會虧損呢?具體原因我會在後面的篇幅說明。
我所說的失敗的概率,不是這90家店的成功與否比例。首先,成功與否的定義各有不同。(有些人開店的目的不是爲了賺錢),其次,我能夠調查過的店,是正在經營當中的店,已經失敗的,我已經沒有機會看到了。
我當然沒有很規範的很嚴格的分析,也沒有很專業的很廣泛的統計。我覺得這沒有壞處,因爲用一個具體的概率可以警醒很多有開店想法的人,讓他們三思。總之,最近一段時間,我所瞭解到的創業咖啡店,有40家左右,這些店,大多數是處在不良經營的狀態當中,接近26家是明確處在虧損狀態下。其餘的一些是處在平淡經營狀態。明確能夠在開業半年時間盈利的不到3家。這些我的朋友,朋友的朋友,在拜訪中認識的老闆朋友們。他們當初也是一腔熱情,懷揣着創立自己的咖啡王國的夢想,甚至立志要和星巴克爭天下。但現實是殘酷的,辛苦過後,卻見不到回報,投資的錢,找不到接盤的買家就不能套現,每到月底結算時又錄得赤字,這種痛苦可想而知。
高風險的遊戲
如果你去澳門,假設你把投資到咖啡店的預算,一把放在澳門賭大小的賭檯上,你贏的概率是48%。如果有個賭檯說,你贏的機會只有30%,你願意去賭嗎? 我見識過太多這樣的朋友,他們在沒有估計清楚贏的概率就一把投入,殊不知,將自己置於比賭場還要高風險得多的遊戲之中。也有部分的朋友,本來想投點小錢進去玩玩,殊不知,玩着玩着就玩大了。
通常你真正投入的金錢是你預算的1.5倍以上,而且,還沒有計算你創業的這段時間所花費的時間和汗水,這些也是一種投入,你去澳門玩一把的時間只需一天。你在這個咖啡店遊戲中花的時間,也許是一年。你以往的工作,年薪是多少呢?
我相信愛賭博的人是不會開咖啡店的。但是,爲何還是有這麼多人,想到創業就想到開 一家咖啡店呢?有太多的人高估了一些東西,低估了另外一些問題。例如高估了自己的能力,例如是成功經營一家廣告公司的老闆,就認爲開一家咖啡店是easy job,這就大錯特錯了。
再例如高估了咖啡店所處位置的市場潛力,認爲某個地域沒有咖啡店,你開一家就一定有人光顧。這也錯了。選址是重點的因素,這誰都知道,但是選址的能力,許多人沒有這個能力;這裏說的能力是指你的經驗和做分析的知識以及你可以花去的時間精力。
有些朋友高估了連鎖加盟的實際效用,認爲加盟 一家連鎖咖啡店,就大大提高成功的可能。錯了!!!,國內現在大多咖啡連鎖的加盟,以圈錢爲目的有,通常這些企業自詡擁有成功的經營管理模式,並自創核心技術,現在我們試想想,一家成功經營的咖啡店有必要花大精力加盟的宣傳上嗎? 我們做營銷的人應該懂得這樣的道理,越是擁有成功經營管理模式的連鎖企業越是應該在加盟這種擴張模式的策略上謹慎。再想想,你如果加盟一家咖啡連鎖,你需支付一定的加盟費用,並且還需支付高於市場平均價格的咖啡店原料的價格。這些無疑增加你的開業成本和經營成本,如果你的店在這些成本的壓力下依然盈利,那麼這家連鎖早就遍地開花了。這個市場其實不缺資本,缺的是真正盈利的經營模式,一旦你真正擁有這樣的模式,你真的不需要別人的加盟,更不需要做宣傳鼓勵別人來加盟,資本會找上你的門來。
在網上搜索一下咖啡店加盟,你會看到很多咖啡連鎖的官網,點進去看看,你會看到這些咖啡店企業的官網充斥加盟的內容,這就值得你的深刻思考了,一個成功經營的咖啡連鎖企業的官網應該是有主張的、有個性和訴求的,而僅僅權充作加盟的宣傳利器,這就足以說明這家店的管理者一天到晚就想着如何圈錢了,哪它那杯咖啡還會做得好嗎?
我的一個朋友最近開了一家創業咖啡店。他給我看他的商業計劃書,我看到其中一半的篇幅,是關於以後如何開展加盟業務,如加盟條件等這些內容。我覺得有點可笑,便不客氣的說,兄弟,不要忘本了,最重要的還是那杯咖啡,你的成功與否,關鍵的還是你的產品和服務的本身,而不是你以後如何的吸引別人的加盟。
剛纔說了高估,那麼低估了什麼呢?一般最明顯的當然是低估了風險,這個剛纔已經提到過了,投資總有風險的,這個道理誰都懂。問題是我們還經常低估一樣東西,這樣東西我發現是很多創業者沒有認真的想過,低估了它的重要性。我先說回剛纔提到的廣告公司的老闆的例子。這位朋友跨行業開創一家咖啡店,選址在某創意產業園,裝修風格充分發揮他在創意設計方面的優勢(請注意我這裏是說創意設計,而不是空間設計)。店裏的擺設都是創意玩意、傢俱是設計傢俱、牆畫是藝術級別。結果呢,當我坐在這家店的想法是什麼你知道嗎?是我不會再來了,如果我不認識這位朋友,按照一個喜歡喝咖啡的人來說,我找不到更多的理由再來,我也把自己擺在產業園上班的白領和到產業園參觀的文藝青年的心態上,也找不到再來的理由。爲什麼呢?而且這個例子和剛纔的低估風險有何聯繫?先讓我再說另外一個案例。剛好我在58同城看到一則咖啡店生意轉讓的發佈,發佈的內容是地處在剛纔我說的這個產業園其中一個出口外的一條馬路,靠近產業園出口,鄰近一個大型高檔小區,而且是該路段唯一一家咖啡店,鋪租只有4500(約50元每平米,我朋友的店去到300元每平米),聽起來蠻有吸引力,我趕緊過去一探究竟。店鋪所處的馬路其實是“城中村”拓寬的馬路,由於一直有規劃要進一步拓寬馬路, 兩旁的店鋪大多以臨建的狀態呈現,中低端的餐館居多。這家店裝修簡陋,而且要命的地方是旁邊的鋪是家不斷製造噪音和灰塵的鋁合金店——原來如此,坐在這家店的時候,我在想象這家店的創業者當初選址的心態,非常低的租金,卻可以比鄰一家大型的小區和一家市內數一數二的創意產業園。中午是這家產業園裏面上班的白領光顧,晚上和週六日就主要是小區的客戶。
我朋友的店我朋友告訴我他現在處在虧損的狀態,雖然在他看來不嚴重,他說至少他的一些客戶、朋友什麼的有個聚腳的地方(很多人開咖啡店的一個原因就在此)。從經營的角度看,(由於高昂的租金及裝修成本),是嚴重的虧損。而轉讓的這家,雖然老闆說的理由是股東之間的不和產生的退意,但是收費低廉卻門庭冷落已經暴露了虧損的局面。原因何在呢?
這兩家店都低估了一樣東西,低估了一家咖啡店應該有的消費體驗。
咖啡店的消費體驗
消費體驗是一個消費者在消費你的產品和服務時所產生的感受歷程。
我朋友的這家店,地處在舉辦很多藝術、創意展的園區,環境氛圍是非常適合咖啡店,問題出在內部的空間,沒有營造舒服(cozy),放鬆(rewind),悠閒(chill out)的感覺。設計的傢俱是好,非常有啓發性,可是我找不到一張坐得舒服的凳子,也找不到朋友間可以交流的適合距離 (被偌大的形狀怪異的設計茶几隔開)。 爲了提亮牆上精心收藏的畫作,燈光打得很亮,讓人感覺像一家畫廊,而非咖啡店應有的柔和。在售賣區,擺設衆多的創意玩意,除了馬克杯以外,沒有咖啡相關的東西;整個店,缺乏主題,是創意工藝坊,是畫廊,還是咖啡店呢?或者什麼都是,但最後什麼都不是。營銷的術語叫定位不清晰,缺乏主要賣點(USP),店主低估了一個消費者希望達到在一家咖啡店所擁有的體驗,他或者她希望一個空間,可以舒服地和別人交流,如果這個空間有一定的啓發性更好,但是這種啓發必須是潛而默化的,而不是刻意推銷的(以後的篇幅我會詳細說什麼是潛而默化的具啓發性的氛圍)。當然,手中的咖啡一定要好喝,一定要專業,這是最基本的東西,因爲咖啡是要喝到肚子裏面的,有時候,他或者她不一定懂喝咖啡,但是你的服務、你的咖啡的呈現,你的店鋪形象,會影響我的判斷的(以後的篇幅我會詳細說明這一點)。最後,價格一定要適宜,我對我的體驗有個價值的估量,實際價格與這個估量的差別,將影響我光顧的次數。我朋友的這家店自覺裝修高檔,因而價格高昂,文藝青年是消費不起的,而辦公人士又會選擇相對便宜、氣氛相對輕鬆的園內其他咖啡店。應該說,我朋友開這家店花了不少心思,連一盞吊燈也充滿了設計的味道,但是,往往這類型的咖啡店,是讓你有去一次的衝動,但沒有重複再去的理由,簡單說,很多類似很有創意的咖啡店,進去後感覺是經營者別有目的,或用作招呼熟人的,或用作展示的,反正不是讓你舒舒服服的用合理價格來享受一杯咖啡的地方。
另外的這家店呢,中午有25元的套餐,可以喫飽還有咖啡一杯,可是這還競爭不過園內的一家有露臺位置的茶餐廳(收費還略高)。店主低估了一個園區內從事創意事業的白領門對中午用膳這一體驗的要求。他/她或者更願意在一個有外部環境氛圍的茶餐廳,喝一杯也許是即溶的咖啡,也不願意去一個沒有外部也沒有內部環境氛圍咖啡廳喝一杯現磨咖啡。表面上看這家店的價格是便宜的,但小區的居民在晚上更加願意去光顧園區內的餐廳或者咖啡廳,因爲整個環境就已經非常舒服,放鬆和悠閒了。4500元的租金看似便宜,但糟糕的環境(鋁合金店旁邊)就已經破壞了這家店的消費體驗。整條街道雖然有足夠的小區開車居民和到園區的車流,由於店鋪能見度和停車的問題,這些車輛都只是匆匆而過。人流呢,我想象不到這個小區某位居民,希望喝杯咖啡輕鬆一下會到這個地方。“我不在咖啡廳,就在去咖啡廳的路上”,開咖啡店的老闆們不但要考量你的咖啡店,還要考量你的客戶在來你的咖啡店的路上是什麼感受。
說到在路上的感受,我舉一個走在去咖啡店的路上感覺超好的例子,說明一下注重消費者體驗要去到每一個細節,甚至只是一個目光方向。有家咖啡店開在一個公園裏面,這個公園自從免門票後,公園裏面的人流堪比街市(公園被密集居民區包圍)。這家店在公園的其中一個出口旁,還附設有足夠車位的停車場,光顧的客人可以是開車來的人士,也有來公園遊玩散步的人士。但是店老闆告訴我,他們的生意非常的一般。一直是以開車來光顧的人爲主,因爲這裏停車的確是方便,外面的馬路又是車流如鯽的主幹道。但無奈店的具體位置是在園內,開車的人士除非特意,一般很難留意在公園出口打出的招牌。園內呢,有條路徑經過,但是最短直線距離有數十米,且是一個小小的陡坡。從路徑到店需走一條彎曲的山徑,經過一些精心設計的園林水池假山,最後到達這個咖啡廳。咖啡廳面積2百多平米,外圍是落地玻璃,白天會用窗簾遮擋陽光。
這幾乎是市內難以再有的絕佳位置。如此多的人流,都抱着輕鬆的心情,坐下來喝杯咖啡來個下午茶是多麼愜意啊(晚上還有不少情侶來公園拍拖)。我問店老闆具體的經營狀況,他說他在市內有3家分店,唯獨這家一直沒有賺錢,開業這2年還花了不少廣告費用,也用過很多推廣的手法,甚至還做起了團購。我跟老闆說,我給你出個主意,你把分攤到這家店的廣告費截留下來,然後專門給這家店做個戶外的廣告。老闆說他已經做了一些,例如在公園門口豎了個招牌,在園內靠近店址的路徑設有很多的電燈柱燈箱,付了不少廣告費給公園方。我說我的主意不用產生任何廣告費的月租,只需要他和公園管理方商量,由店方出資金在小山坡上建設一條直線的坡級。這個坡級無需太多的裝飾,直線所指的方向也無需是店的入口,只需是店面最近馬路的一角,然後在這一角,在落地玻璃外面的草坪上擺設幾張白色的戶外桌椅和太陽傘。老闆立即反駁我這個意見,他說直線坡級要讓消費者有逐級而上的感覺,有點喫力,且公園方不一定同意。而且也會限制在玻璃牆外設立營業區,外面的營業區還會產生諸多問題,例如天氣蚊蟲,服務員行走的不便利等。我的這位老闆朋友經營西餐、咖啡行業有10年的時間,一開始他相信他已經爲這家店能做的都做了,他的其他市內兩家店,都有不錯的盈利,取名XX連鎖咖啡酒廊。原來他還沒有明白,在店外擺設幾張讓路人見得到的餐椅的意義。幾張擺在綠茵草坪上的白色的餐椅,可以詮釋爲一種視覺符號,代表舒服,放鬆和悠閒。這是再好不過的戶外廣告了。如果一家在公園裏面的咖啡店沒有利用這樣的廣告渠道就太可惜了。之前的路人透過樹林看到的遠處的低垂的窗簾,高高在上,是一種隔閡,搞不懂,猜不透裏面是什麼環境,於是沒有了光顧的衝動。一條直線的山經是必須的組合,不但提供直接的最短的便捷,還提供引導視覺的方向。路人會一眼看穿,從路徑到白色的餐椅,這儼然是一種招來,甚至是引誘。原來的路口蜿蜒而上的路徑,雖然招牌立於路口,但從招牌處卻看不到店面,這反而婉拒了來散步遊玩的路人,而且,咖啡酒廊的叫法,也讓人止步,酒廊絕對與來公園的路人的心態沾不上邊的。我對老闆說:你將來還是可以繼續賣酒,來喝咖啡或者來喝飲料的人羣說不定有時會在晚上光顧喝酒。但首先你必須給個他們要來的理由,至少讓他們邁出走向梯級的那一步。經過一番討論,最終他同意了我這個方案,也沒有多大的投入,對我朋友來說試試無妨。結果事情出乎意料的順利,公園管理處很快同意的梯級的建設。畢竟只是幾十米的長滿雜草的坡面,而且梯級設計得非常的簡樸,沒有太多的花巧,擺出幾張凳子也不影響觀景。店老闆還進一步更改了的店名,其實就是取消酒廊二字,並推出與咖啡飲料相關的套餐、促銷,還在新建的梯級在園區馬路的出口處增設水牌。小小的舉措,總投資不到5萬,卻讓這家店破天荒有了下午茶這樣的消費時段,散步者和遊客的生意開始建立,繼而逐漸增多,還帶旺了晚餐和晚飲的生意。我的這位朋友一直是教我不少東西的前輩,在咖啡行業中也算是成功的經營者,他很詫異,爲何自己在宣傳、營銷方面用了這麼多方法、策略,都未能湊效,反而是簡單的一條小路和幾張臺就解決問題呢?我給他的觀點是:如果咖啡店是一個品牌的話,這條路和幾張臺其實是品牌精髓的一個表象。上文提到的不要忘本也是這個意思,“咖啡店”作爲品牌的精髓可以理解爲舒服,放鬆和悠閒的感覺,也可從消費者體驗這個角度去分析,有太多業者以爲有了落到玻璃、沙發和空調,就已經做到這一點,那就想得簡單了。當我光顧一家咖啡店時我經常有詫異的感覺,我詫異於爲何有這麼多經營者有那麼多的細節沒有照顧好?而這些細節往往只需小小的改變,小小的勞力,而無需太多的花費,就能夠提高客人的消費體驗。更讓我詫異的是,有許多具一定規模的咖啡店業者花費鉅額投資在廣告宣傳方面,想盡辦法 拉攏新客,卻沒有集中去設想,如何設計一個讓人難忘的、還會再來光顧的消費體驗呢?上文的例子非常的鮮明,已經有了個幾乎是夢幻般的環境,還有足夠的人流,如果人還是不來的話,肯定是某個地方在消費者的體驗過程中脫節了,這個例子說明,一個來公園散步遊玩的潛在客人與這家咖啡店從消費心裏上是相關的,但從散步的人流其視覺導向和吸引方面,這家店是脫節的,更甚的是酒廊這樣的招牌,更讓人流顯得無關。
的確有很多咖啡創業者,連一家咖啡店的本質的都沒有做到就開創一家想讓人坐下來,享用一杯咖啡,消磨一個下午或者一個晚上的地方。這裏說的基本是指達到一個滿意的消費體驗所應該在可控的範圍內做到的東西。一個消費者在咖啡店的消費基本涵蓋五官感受。他喫的喝的、看的聽的、嗅到的甚至觸摸到的,都必須照顧,當然,這個道理誰不懂呢?連這個都不懂那就完蛋了。我想說的是,這些都是非常隱晦的微妙的,是品味的、是subtle的,是主觀的。意思是有些東西,不是明擺着的事情。這個燈光你覺得太亮了,他可能覺得太暗了,我可能覺得在白天的營業時間太暗了,在晚上又太亮了。這個放滿CD的書架你覺得太土了,他覺得是個性時尚的。我呢?我說我也覺得有點土,但我說了不算,最好問問一般的消費者(用調查來解決)。還有一些東西,是明擺着的,但有些人就是不注意。一個好的咖啡店管理者,他或者她應該是敏感的,挑剔的,而且甚至苛刻。
有次我去到朋友的一家店,正好中午的時間,我聞到一股油煙的味道,趕忙問爲何,朋友說是他們的員工在廚房煮中午飯,而廚房的抽風系統又不太好。頓時我無語了,我經常提議咖啡店要常常在生意最好的時段烘焙曲奇,而且這段時間最好關掉廚房的抽風,因爲曲奇的烘焙香味是最適合咖啡店的。當然,烘焙咖啡的味道對於自家烘焙的咖啡店也是可以,但畢竟重味了點,而且難以控制煙氣濃烈程度。而一般廚房的油煙味對一家咖啡館來說是致命的(其實在中餐館聞到油煙味也是要命的),我朋友對這個都不敏感的話,那真的罔顧了一個消費在一家咖啡店所應該擁有的基本體驗了。氣味已經是很多衆多行業店鋪管理中的基本課,一流的零售企業其營銷部門會研究是什麼氣味吸引路人進入店內,又是什麼氣味讓消費者產生購買的衝動。
營銷的運用,可以很簡單!
以上我舉了很多案例,這些案例還有很多,我希望用我的一些營銷方面的經驗,給那些有開店想法的人,或者創業開店的人,甚至經營咖啡店的老手,多一些的考量、多一點的深慮。
我需要說明的是,我只是一個長期從事快消品營銷工作的咖啡愛用者,辭去某外資快消品公司營銷總監的工作後,本人開始踏上咖啡之旅,參與過一些與咖啡相關的項目,也曾參與開設生意轉讓代理這樣的公司(包括咖啡店在內的餐飲行業,基本是生意代理買賣服務對象中的大部分),這些項目讓我有機會接觸到大量餐飲業者,其中咖啡店佔多數,我想是我個人對咖啡的熱愛是主要的驅動,驅動我去集中研究、去思考咖啡店的經營。由於我在營銷方面的背景,讓我自然而然的參與許許多多與咖啡業者的經營討論當中。我想我是時候和大家分享這些討論、這些經驗、這些觀點。
寫這篇文章的另外一個動力,是我在這個過程當中越發的覺得,缺乏一些看似簡單的營銷知識(實際也很簡單)的創業者,無疑等同於將幸辛苦苦積攢的投資本錢投向贏面只有30%的賭檯上。而有很多餐飲的業者,其實不少是可以更加的成功,只需拋開一些成見,慣性的思維,從本質來看,原來潛力沒有發揮出來,原來經營可以很輕鬆,原來是可以開分店,可以連鎖經營,可以上市。
爲了說明營銷知識在咖啡店經營當中的重要性,我先舉一個小店的案例,然後舉一個投資過百萬的大店的案例。小店的那家,在我光顧之前,就已經聽聞是上海的一家咖啡貿易商行的老闆開設的,到店後,我看到裏面的格局很顯然是這位做咖啡生意老闆的一個營銷中心,裏面集中推廣銷售他們經營的咖啡豆。我試飲了一杯相當不錯的咖啡,口感十分適合我的口味。我問老闆這種豆的品種,老闆說這不是單品,是他們自己的混合的,並且自家烘焙,保持在7天內的新鮮。我見到貨架上自家品牌的包裝,便表達想購買之意。出乎意料之外,老闆對我說這些包裝只是包裝物樣板,因爲他們要根據訂單來決定烘焙時間,因此只能預定,2-3天后發貨。我很佩服店家的堅持,一般來說衝動的購買行爲,當然希望當即的擁有,立即的消費,而且眼見爲實。我愛上咖啡之前,是中國茶深度茶人。我從來沒有在網上購買過茶葉,不放在手心聞聞是不能讓我掏錢的。但這位店家看似麻煩的,不可理解的堅持,反而讓我信服店家的專業,更折服於他對品質的追求。我喝過太多高價位而被不新鮮糟蹋的咖啡了,店家願意爲我如此小批量的購買而烘焙,而且還提供免費快遞,我更加爽快的掏錢了,雖然價格是小貴的,但我還是覺得超值,心想我過幾天出差回家後就可享用這種適合自己口感的咖啡了。店家還介紹其他他們經營的一些單品,又建議我不要一次購買太多,半個月內能夠喝完就最好了。老闆這麼一說,我更加佩服他的經營頭腦,他首先讓我選擇送貨到家,等我接受了這種購買流程,而且進一步接受並喜歡上這種咖啡(自家混合、自家烘焙,只此一家啊),我便會長期購買了,雖然身處兩地,遙遙千里,我都可以是他的忠實客戶。
營銷的知識裏面,有一個需認識的概念,就是一個忠實客戶的終身價值。如果我真的成爲這家店的忠實客戶。每半個月購買一次,每次100元。一年是多少錢?2400元。5年是12000元。假設毛利是50%,你5年可以在這位客人身上賺6000元了。所以說,招來新客很重要,但有足夠的保持(retention)客的店纔有機會盈利。就算有個手段,讓你花5999元去得到剛纔這位忠誠客戶,你在這個客戶身上,還是盈利的。
那麼這5999元你花在什麼的營銷手段呢?下面說的,也許不花費你一分錢,就讓你擁有這樣的忠誠客戶。
是的,原來故事還沒有完。因爲要快遞的原因,我寫下我家的地址和我太太的手機號碼,因爲是太太在家時間比較多的原因,她成爲我家的指定收件人。我順口問了一下老闆,我需要寫下我的電子郵件嗎?令我驚訝的是,老闆居然說不用了,他回了一句有電話就可了。天啊!,他以爲我以後和他的交易,或者說往來,只是我打電話來訂貨,然後付款後快遞這麼簡單。他可能的意思是他以爲他已經有了我的手機,或者說我已經有了他的名片,這樣雙方往來就沒有問題了。
剛剛我還佩服這位老闆的對咖啡品質的堅持、和對經營方面的獨到,現在我又暗暗可惜他沒有運用一些簡單的營銷溝通手段去將一個新客變成一位5年可賺6千的客戶。
咖啡店暗藏的金礦
營銷學當中有一種營銷推廣手段叫直效營銷(Direct marketing)這種手段謀求直接和消費者建立信息往來,而郵件(在以前是平信,當今是電子郵件),由於其價格低廉而且一對一,成爲這種信息往來主要的渠道之一。當然,從廣義的角度,我們也可以說這家咖啡貿易商開一家咖啡店也是直接面對消費者,如果是銷售的行爲我們可以說這是直銷,如果是營銷行爲,我們也可以稱之爲直效營銷。一般的咖啡業者以爲在店內可以做的無非是宣傳海報等pop物料,還有就是搞試飲(關於試飲往後有篇幅敘述),價格促銷什麼的。他們忽略了他們可以爲他們的生意累積起來的金礦。這個金礦累積到一定的程度,如果一個生意要賣盤的時候,這個累積程度會作爲你的這盤生意無形資產的估價依據。這個金礦沒有什麼要芝麻開門的,是你不斷累積的,需要你做多一點點,有時當然還要一些技巧上的東西;這金礦就是指客戶的數據庫(Database),數據庫聽起來複雜,有點,但是,做起來其實簡單。一家咖啡店其擁有的客戶羣的數據庫,無需過於的複雜,畢竟我們不是什麼大公司,我們只需抓住重點,重點是我們將來可以很方便的,在不產生費用的情況下,向我們的客戶發出信息。首先說爲何要發出信息,像剛纔的例子,那位老闆以爲我喜歡上了他家的咖啡,將來就會不斷來買。他有沒有想過,如果他將來可以給我發郵件,向我推銷更多他們的產品,促銷活動信息、有關產品的資訊等等,特價等等的信息。這不就等同於我人雖不在咖啡店,但我依然不斷的接收到這家店向我的推銷,無形中有個虛擬的雲端的咖啡店。而這個店無需租金,無需水電,就可以經營了。人是需要有社會聯繫的動物,與這家做好咖啡的公司建立聯繫,我想每一個愛咖啡的人都不會拒絕的。有時候所謂社會關係網就是這麼簡單,定期的一封郵件,就建立一種有往來的聯繫,而不是隻是停留於雙方名片夾中的一張名片。這種與客戶的有效聯繫,會將來回報在這些客戶的單客消費量上,我再次購買的可能將提高,因爲我被不斷提醒,在上海的這家店,他們擁有我喜歡的咖啡口感的咖啡,而且還有不斷推出的新品我要嘗試,有些特價我可能不想錯過;我也許還想回復,告訴老闆我在家飲用後的感受,還附上我的一些意見;對於一些有趣的郵件內容, 我可能會轉發給更多的朋友。電子郵件是便捷的,是免費的。不過內容是要花心思去想的,而且,如何管理客戶名單和羣發郵件需要一些軟件支持(有些收費很低廉的網站會爲你輕鬆搞定),另外還要考慮如何避開客戶的垃圾郵件過濾,更要想想如何有效的不斷的取得這些你現有客戶的電子郵件。這裏就不詳細敘述了,總之,當你手中擁有一大幫客戶羣時,他們的郵件地址將是你可以不斷開發的金礦。
另外的一個例子,是投資過百萬級別,這是總股本過千萬的一家創業型公司的第一家店。他們對咖啡及其他飲料、烘焙產品和經營模式進行研發接近一年的時間,這一年的時間還不斷的進行店址搜索,最後選定在一家新開的購物中心的頂層開設。
結果如何,結果就是我前文所說的經常滿座卻一直虧損的店。
這是一個很有趣的案例,這家公司擁有足夠的財力,人力,也花有足夠的時間籌備。他們的財力,可以讓一幫優秀的人才每天坐在一起進行研發、謀劃,整年的空轉,雄心勃勃,志氣滿滿,躊躇滿志一年的功夫,然後第一家便投資過百萬。
當我被安排坐在這家店的時候,是下午的時分,之所以說成“安排”是因爲店門口已經排起了隊,就算公司經理來到,也是和我擠在一個臨時添加位置。可以說是火爆的場面,但在我看來依然是出現重大問題的經營局面,而且是營銷體系裏面所應該顧及的某個基本面出現問題。
這個問題就是單客消費量(Spending per Guest)和迴轉率(Seat turnover)。就這麼簡單,無論你是快消品的還是咖啡店的營銷者,你都必須關心你的產品的單客消費量和消費頻率(對咖啡店來說是迴轉率)。
能夠盈利的餐飲業者必須追求兩個目標,一個是毛利率,另外一個的單臺消費額(RevPAT).關於毛利率部分,有個行業的標準,這個往後再談,而RevPAT是終極的目標,沒有它,有多好的毛利都是枉然。RevPAT在咖啡店來說,是用單客消費量和每坐回轉率計算出來的,另外,如果我要估值一家咖啡店,還有一個必須要考量的重要指標,就是單位面積營業額。
(這段提到的每一個單項指標都有必要單獨的論述如何有效的提高,希望在我其他的文章給大家介紹)
說回我朋友的這家店,超過300平米的店,在下午茶這個時段一般都滿座,表面看這家店是成功的,店內空間非常別緻、風雅並設有書櫃顯很濃的文化味,上等的皮革沙發和座椅,做到了舒服,放鬆,悠閒的感覺,服務方面殷切,周到,而且店員的形象好(有幾位被大衆點評網的點評稱之爲美女咖啡師),產品雖不能說突破,但也是非常獨特,特別是產品創意方面尤爲突出,呈送方式也非常到家。總體來說產品組合僅限於飲料和糕點和小許的餐食,主要以精品的咖啡、幾款特色飲料和特色糕點爲主打。問題來了,這樣的產品組合使到平均單客的消費量只有30元左右。之所以是滿座和排隊,可想而知在如此繁華的購物中心,有個地方如此舒服,放鬆,悠閒的讓你坐下來,消費還不到30元,哪裏找啊(還有美女,還有書看)!我相信這家店的單客消費量和星巴克是差不多的,甚至還高點,但是,首先星巴克絕不會在這樣的購物中心開超過300平米的場(購物中心一樓大堂就有一家,面積約80平米)。其次,星巴克擁有取走(Takeaway)的生意和店內產品的收入,我朋友這家店暫時還做不到(不是沒有想到做,而是產品性質和店面設置已經決定做不到)。還有就是星巴克有更好的和商場在租金方面的議價能力,星巴克是櫃麪點單並自取,再有一點,在我看來是最爲重要但往往被忽視的,就是星巴克擁有足夠的單位面積營業額,大家細心觀察,在購物中心的星巴克通常都是窄小的擁擠的餐檯設計,有一兩張沙發是爲了做招徠的,像前文所說的綠茵地上的白色餐檯一樣。你經常要等位,而且手裏拿着咖啡,當有位置坐下來,也不會坐得舒服,讓你相對的停留的時間會短,處在繁華路段的星巴克還一般先提供紙杯,在你要求的情況才提供瓷杯,用意無需贅言了(關於星巴克我以後會有專門的文章細說)。
很多咖啡店的創業者,在設計店面時儘量的考慮有個舒服的個性的環境給到消費者,這是對的,前文不是提到我們要追求最佳的消費體驗嗎? 前文提到的是要注重消費體驗,要達到一個滿意的消費體驗所應該在可控的範圍內做到的東西。這裏說的可控,其中關鍵的是成本可控。提供舒適的環境、形象較好的服務員,全服務(full service)的消費體驗,當然吸引客戶,但這些都有成本代價,這些代價到頭來讓你顆粒不收。
盈利纔是最重要!
咖啡店的創業者們,千萬不要玩性格,一味的追求個性和氛圍,咖啡店聽起來是浪漫,感性的地方,但也是實實在在做生意的地方,試想想,如果你沒有盈利,你如何去堅持這份浪漫呢,如何持久的抒發你的個性呢?
一家開在某個特定環境的咖啡店,有一個行業的標準(Industry Benchmark)決定了你盈利可否的準繩。這個標準主要包括成本佔比標準和毛利標準。而衡量一家店盈利與否,在當今租金成本佔比越來越重的情況下,或者針對租金成本較高的地域,每平米營業額(Sales per square meter)是最最最可靠的依據。這家300平米的店,由於其經營模式、租金議價能力,其每平米營業額註定大幅低於樓下的星巴克。某個時段的滿座只是浮雲,營業時間早上11點開門(星巴克按照商場的營業時間),在中午、晚上用餐時段,由於沒有提供足夠可選擇的有賣點的餐食,這兩輪時間沒有產生足夠的餐位迴轉。到下午、晚間最滿座的時段,卻因爲較低的單客消費,和太長的消費時間(坐下來舒舒服服消磨一個下午),沒有產生足夠的營收。
寫到這裏,也許有人會問,爲什麼這家店不提供好點的餐食?這我朋友當然也想到了,只是他們的確沒有做到適合他們店鋪主題的餐食,同時又能夠吸引足夠的消費。他們又害怕某些大衆喜歡的餐食,例如通常咖啡店所提供的那種,會影響整個店鋪氛圍,他們當初的願景,是做類似星巴克這樣的連鎖咖啡店,星巴克不也只是三文治和沙拉嗎?他們照樣也有一些輕食啊!現在可以歸納起來的問題是,他們的願景是經營像星巴克這樣成功的連鎖,他們以爲他們已經有了獨特的,有足夠差異化的、有核心競爭力的產品組合,而且,還因地制宜希望製造受中國人喜愛的消費體驗(他們認爲這點星巴克遠遠做不到),但是,他們忽略了像星巴克這樣的企業累積並沉澱已久的經營模式所包含的制勝公式。
我同意這麼大的一個場所,爲提高每平米營業額,餐食必須有的,問題是如何提供受歡迎的食物,同時沒有滅失一家有特色的咖啡店所應有的消費體驗,這個問題,其實也是很多咖啡店的老闆們頭疼的事情。
我也同意產品需要創新,不一定侷限在咖啡產品上,謀求在中國內地市場,滿足潛在的需求,提供更加新穎的消費模式和消費體驗。
我更同意創意概念+炒作=文化氣候這樣的思維模式在當今中國社會一度盛行,但是我經常提醒那些想單靠概念就想起家而且有風投青睞的這樣的創業者,最重要的問題還是你現在盈利與否,或者將來你盈利與否的可能性。風投對你的所謂評估,一定是基於兩個方面的考量:一個是現在你這盤生意的盈利模式,另外一個就是將來你這盤生意的盈利模式。
這些問題也許可以在一家日本的連鎖餐飲業裏面找到一些答案。這家連鎖是在日本擁有45家分店(2011年)的七葉和茶,2010年登陸上海,到今年(2012)已經有5家分店。這家在日本迅速建立的號稱日本最大的抹茶餐料店的連鎖企業,在最近的這兩三年銳意進取東南亞市場,而中國上海便成爲他們試金之地。
在上海的幾家分店,基本都開在大型購物中心區,也就是說,必須要有高的每平米營業額纔可以維持生計,這家以茶飲作爲主打的店如何做到呢?不用說,沙發肯定是沒有了,整齊的劃一長排餐桌,基本可理解成爲高檔的快餐店的店鋪空間設計,門面專門設外賣窗口。產品組合呢?餐品+飲品+甜品。這家擁有鮮明主題的店,以抹茶作爲主要賣點,然後將產品組合豐富至使得每個消費時段都能夠產生迴轉率。單從餐品上看,這家店出品類似居酒屋之類日食料理,餐單品種多達數十種。從飲品上看,這家店飲品大多用抹茶進行配製,外加基本的咖啡飲品。從甜品上看,這家店售賣種類豐富的日式甜品。 如果沒有這樣的組合,使得每個消費時段都能產生迴轉而且推高平均單客消費,這家店就不可能立足於購物中心。30元一碗拉麪,25元一杯抹茶拿鐵,可以推斷大概的單客消費在50元左右。關鍵在於整個店鋪的空間設計(入選許多空間設計書籍的案例)、以及抹茶文化的背景支持,使得這50元的花費有品質的保證,而且有鮮明獨特的消費體驗。
制勝公式
和我朋友的店一樣,經常在門口排起隊伍,有些等得不耐煩的消費者,索性在外賣的窗口賣走一杯抹茶飲料(他們還有外賣限定的雪糕)。在大衆點評網上看,沒有很多人讚賞他們的餐品,只是覺得與一般的日式料理差不多,而抹茶飲料就頗爲受到青睞了。我相信這家日本餐飲的創業者,當初是一家飲料店開始做起,也許也是經過不少挫折才發展也可以說是發現了這樣的商業模式,諸如:用抹茶引申的傳統文化概念作爲主打,用現代而富有設計感的空間設計帶出檔次和品質,選取大型綜合商場(shopping mall)吸引有購買力的年輕的偏女性的人羣,用豐富的餐品+密集的餐位+外賣窗口來提高他們的單位面積營業額,等等。他們之所以可以不斷的開設分店,是因爲他們找到了一個制勝的公式。這之所以是公式也就是說剛纔提到場所地址的選取、店鋪設計、產品組合等等,這些因素都起到決定性的作用,這個公式中的任何一個因素都不可或缺。
你的咖啡店找到了那條制勝的公式嗎?
也許很多人以爲是這些大型的連鎖才具備這樣的公式,小店缺乏這些大公司的資金實力,變得可選擇的餘地不多,可以做的都已經做了,這是很多小店老闆的想法。我不認同,在我看來,有很多小型的咖啡店在開業之初,由於經驗和營銷知識的缺乏,其經營模式已經註定失敗。我經常勸告這些小老闆們,可以做的其實還有很多。當然,對於獨立小店、精品咖啡店這類型的商業實體來說,地點和租金成本是首先考慮的,而且是先決條件。我見到太多例子,地點一開始就選錯了,但是我也經歷過一些案例,其實鋪位已經是一個很好的地點,只是由於經營模式,沒有發揮好該地點的消費潛力。我下面舉個案例。
有個店開在大學城,位置還不錯處在中心商業區,租金由於是早期拿的鋪成本不算高,但開業以來一直處於虧損狀態。這個店鋪有個夾層,樓層不高而且無窗,被設置爲廚房和倉庫。而一樓只設有一個很小的收銀櫃。我問老闆當初爲何沒有考慮在夾層設置餐位,老闆說夾層的高度如果設置餐位後會顯得很壓抑,他把洗手間也設在夾層,連同的吧檯功能都設在夾層裏面進行,這樣可以空餘最多的營業空間給一樓。咋聽起來是很聰明的想法,如果沒有廚房,這家店就不可能提供餐食了(上文不是說有餐食可以提高單客消費額嗎?),如果把吧檯設在樓下,會佔去本來面積就不大的臨街的鋪面,而且夾層全部用作只是做餐食的廚房又顯得太大了。我給老闆的改造方案,正正與當初的設置相反,我建議取消廚房,把洗手間和吧檯都設在樓下(而且吧檯面積不可太小),然後將夾層全部改造成爲餐位。老闆滿是搖頭,說了一大堆餐食的必要性和改造需要額外投資的風險這樣的話。我說如果不這樣改造,這家店沒有盈利的可能。現在的格局,無異於一家快餐,樓下整齊的卡座佈置,失卻佈局、層次、及私密性。在大學區域開的咖啡店,可以進店消費得起的,除了以談情說愛爲目的大學生,應該還有就是一些教職員或者其他社會人士了。我在中午時去過一家在大學城開的面積很大的西餐店,中午推出20元一碟扒飯加一杯飲品的套餐,依然門可羅雀。大學生如果想到去一家學校旁邊的咖啡廳喝30元一杯的飲品,我想如果不是爲了談情的理由是掏不出這錢的。情侶的消費對私密性是相當看重的,有了溫馨的情調的咖啡再苦也是甜的。不光如此,咖啡店如果看不到吧檯,就大大失去了專業感,畢竟還是有其他的教職員和社會人士,這些人也是看重情調纔會光顧一家在大學城裏面的咖啡店。在一樓佈局有足夠大的吧檯,讓店面有了咖啡的魅力,並且還產生出小酒吧的感覺,讓酒水的生意來得理所當然。由於吧檯和洗手間佔去店面差不多一半的位置,反而形成一些局部,製造不同的區間適合不同的人羣。最精妙的是夾層,沒有自然光,正好能夠用燈光的佈置製造氛圍,而且,正好利用樓層不高的理由,將樓面改成榻榻米的形式,客人需脫鞋,並席地而坐,或者背靠一些沒有腳的沙發,或者是圓墊,配有低矮的茶几,再用有通透感的隔斷設計和燈光營造各個獨立的消費區間。可以想象,這是再適合情侶不過了,當然,三五知己來聊天也可以。而樓下,就適合店要談事或者上網的其他人士了。至於餐食,除了吧檯可以搞定的冷食外,可與附近的快餐合作提供熱食,這樣還可剔除廚房的成本。
我們開一家咖啡店,無需要滿足所有人的需求。針對某些特定的人羣,提供特定的環境,反而是我見到的許多成功經營的咖啡店的成功之處。我們需要對來店消費的人羣進行細分,這種細分包括性別,消費心理、購買力、購買動機等等。按以上的例子,來這家店消費的其中一部分忠實的客戶應該是(或者可以是)購買力不高的學生人羣,消費心理需要是浪漫的有私密的空間氛圍,動機是喝杯東西可以坐一個晚上,而不是喫飯。
當然,坐一個晚上僅僅消費一兩杯東西的情侶不一定是每一家咖啡店老闆願意看到的單客消費額和迴轉率。但對於這家地處大學城的咖啡店來說,情侶的消費被後來證實佔去足以盈利的營業額。改造後這家店經常在夾層做到滿座,還帶動1樓的消費;我最近一次去的時候,這家店的老闆告訴我他索性取消了與快餐店的合作,只提供意粉、三文治之類的簡餐,因爲他覺得光是飲料的生意已經足夠盈利,他需要進一步營造氣氛,並且推出一些吧檯區間就能完成的小喫,進一步提高晚間酒水的生意。他說他的咖啡不一定是在大學城最好喝的,喫的東西也不一定最好,但氣氛就一定是他這家最有感覺了。對,我們需要妥協一些東西,放棄一些東西,改變一些東西,然後執意於某些東西,在某個地方,做到最好。
這家店經歷了兩次的創業,第一次是這家店的開張,第二次是這家店的改造,我其實蠻佩服這家店的老闆,因爲第二次的改造相當於重新裝修一次,但這位老闆後來告訴我,他是沒有選擇之地,他曾經試過聘請很專業的咖啡師和廚師,試過不少團購、套餐特價之類的促銷,更嘗試精品咖啡之類的推廣,都未能帶動起人氣。他唯有徹底的在經營模式上的進行轉變,這樣纔有機會開創一條適合這家店的盈利公式。
這是標準的分量?
一家成功經營的咖啡店,除了有成功的經營模式,當然還要有成功的管理,最終還是依靠經營者的努力和才幹。我用以下這個案例來說說我的一些想法。我拜訪過這樣一家創業咖啡店,位置是屬於我說的那種有潛力可發揮的地方。處在市內一家大型的商廈旁邊的居民小區,因爲是在小區鐵欄裏面的居民樓住改商的鋪位,雖然與商廈后街近在咫尺,租金卻極其低廉。我到店後點了美式咖啡和肉醬意粉。 上來的咖啡,用高身直杯,分量我想只有8安士左右,而意粉分量感覺就更加小,還加上用的碟是那種中間凹進去邊緣部分卻很寬的那種,意粉像是普通飯碗的大小反轉蓋在一個大碟子上。與我一起來的朋友,忍不住說意粉的分量好像小了點。老闆說:“這是標準的分量”,我朋友只能點一下頭,補上一句:“也許是碟子太大了吧。”我本來也想說咖啡的分量也是太小了,但我止住口,怕老闆說這也是標準的分量。我一看售價,咖啡和意粉都不便宜,加起來差不多60元的消費。我想,中午要來這裏消費喫午飯的白領,恐怕是消費不起啊,後來的談話才瞭解到,原來如果消費一碟意粉這樣餐食,咖啡是送的。但這也要接近40元的消費啊,而且還喫不飽,難怪我見到只有兩三個客人,而且都只是消費飲料。至於咖啡的口感,就更加乏善可陳了,我後來讓老闆給我看他們現用的豆子,顯然連新鮮度都未能保持。我更注意到一些細節,門口擺放幾盤盆栽,花泥上堆滿咖啡渣已經發黴。店裏面的牆畫一看便知是淘寶網上買的一套幾十幅才2百元左右的那種;店面的屏風位置擺設一個大型魚缸,卻只有一條泛白的金龍魚獨守,魚缸頂擺放的幾盤吊蘭有不少黃葉,整體的風格感覺屬於那種草根味接地氣的那種。老闆見我是願意討論經營的人,他向我說現在的主攻方向是晚間的酒水生意。而且這家店的租金很低,讓他開業至今還沒有虧過,但確實也沒有賺什麼錢,我贊他聰明,先找個小店低成本的投入,積累經驗。他說他也是投入不少,當初的頂手費超過15萬,而且開業至今,他做過很多嘗試,例如餐食部分也是最近才推出的,而咖啡部分,他也試過一些昂貴的精品,但他覺得懂欣賞的人不多,因此,他現在覺得晚間的酒水消費是一個機會。
我想起我經常去喫自助餐的一家五星酒店裏面的意大利餐廳,每次我都會要現磨的咖啡和現做的意粉,咖啡是用下午茶的那種寬口的瓷杯,分量低於8安士,意粉的分量也和這家店的出品差不多。但是,自助餐的消費我不會只是喫一碟意粉和喝一杯咖啡。在剛纔這家店,一般的客人,都只會是消費一杯飲品和一碟餐食。其實一杯12oz的美式咖啡和8oz的成本是相差毫釐的,在星巴克,8oz的short你是再見不到的,12oz成最低消費量了。至於意粉,我還真不知道分量多少是標準,我只知道我在“意粉屋”(一家外資連鎖)喫的意粉是可以一碟喫飽的。我還記得我在日本喫過一家很著名的拉麪店,當時我喫了一碗後覺得還沒飽,便向櫃檯後面負責煮麪的店員豎起一根手指,說了一句one more 的英語。誰知道他向我的碗中嫺熟的倒入另一團面,回我一個單詞“Free”。
什麼纔是標準呢?
標準也許是那家意大利餐廳的在自助餐時段的意粉分量,不可以太多,因爲太多客人就不能享用其他美食或者浪費。標準應該是這家咖啡小店裏面午餐時段的意粉,不可以太小,太小客人不會喫飽。有太多這樣的例子了,不勝枚舉,這些咖啡店的管理者們,秉持着某些觀念、某些系統、某些傳教,某些程式,某些習慣思維。例如,做好咖啡沒有人欣賞,做好餐食沒有人消費得起,就做酒精飲料吧,酒的受衆面應該夠廣了吧。問題是,我們有沒有做好那杯咖啡呢?有沒有做好那碟意粉呢?又或者是,認爲請了個好的咖啡師和廚師,用上好的豆子和意粉,就可以了。光這個就夠了嗎?你如何出品有注意過嗎?你在什麼環境下出品?通過怎樣的服務出品?是的,用什麼杯子碟子是視覺的觀感,甚至小到在架子上的黃葉,都會影響到一個消費者的最終體驗。
如果一位有專業精神的咖啡業者,絕對不允許在他的咖啡店門口的植物有發黴的土壤,也絕不會讓一個生意有發黴的跡象。我暗暗的可惜,這位經營了一年的咖啡店小老闆,說是學到很多教訓,得到許多經驗,懂得了一些標準;但還未能擁有一個咖啡業者的標準思維和管理水平。更加可惜的是,其實這家店的地理位置絕佳,附近的高層寫字樓和白領公寓是高密度可深挖的市場。而且租金水平出奇的低廉,但是它現在的表現卻是低於標準的,而且是遠遠低於標準。
交談當中,我問老闆用什麼方法進行推廣,老闆重點說了他如何進行大衆點評網及其他的一些飲食網站的炒作,說得是頭頭是道,而我認爲他是捨近求遠了。在我看來,他的店其實開在一座金礦的旁邊,這座金礦就是旁邊這棟超高寫字樓,雖然這棟寫字樓的底層已經有兩家國際咖啡連鎖進駐,但是作爲一家住改商這樣的鋪位中的咖啡店,有足夠的可能與這些國際連鎖形成差異的(我會在其他文章詳細說說如何在星巴克旁邊開始咖啡店可以取得優勢和成功)。
有金礦不去挖,反而大費周章的請一些喫客編輯寫一些點評,妄求這個城市會有因爲這些點評專門來的顧客(而且難保他們再來)。當然,就算有金礦在旁邊,也要懂得如何去挖,用什麼技術去挖,這個問題說下去,也是營銷的範疇。如果一個小規模咖啡創業者,不懂得如何在較低成本(挖的成本要低)的情況下使用一些營銷策略或者手段(挖的技術要好),對目標市場進行推廣(要挖就挖最多金的地方),那麼,他的經營管理的成功率就大大偏低了。
(我希望我有更多的機會,給大家說說這裏的三個挖的具體內容)
老闆最後想讓我估值這盤生意,我說這首先需要他提供一些數據,其實我是想推託,因爲我的心裏在想,如果有一家咖啡店開在他的旁邊,同樣的成本投入,只需要達到標準的管理水平,再加上一些簡單的基本的能夠不斷累積商譽的營銷手段,這家店就輕易可以讓我拜訪的這家連持平保本的生意都做不到。
在和這些經營者們的交談、討論甚至是激辯的過程中,我希望我能夠有機會向這些正在經營一家咖啡店的創業者們說出我的看法,但很多時候的情形,是沒有時間,或者談話的時機未到,或者沒有想聽的表示。
因此我萌生要寫一寫的念頭。最後,我想把我本來想對這位小店老闆說的一席話作爲結尾。
每一個來店消費的客人,等於要委託我們這些咖啡店的經營者,委託我們照顧好他們應該在咖啡店裏面享受到的美好時光,他們知道你的咖啡店不一定是最好的,但一定是在某個特定的時間,某個特定的地點,他們覺得是最適合他們的,這種適合包括他們來的路上,來到的觀感,享用的產品和服務,以及最後付出的代價。
追求並找到這些適合吧!
來源:allaboutcoffee的博客
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2015-07-02 19:42:17 責任編輯:中國咖啡網
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id | '125092' |
catid | '48' |
title | '保山小粒咖啡產業的缺陷_保山咖啡品牌化之路_雲南保山咖啡豆排名' |
thumb | '/uploads/allimg/180928/3-1P92R2332X40-lp.jpg' |
keywords | '保山,小粒,咖啡,產業,缺陷,品牌化,之路,雲南,咖啡豆,排' |
description | '專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房(微信公衆號cafe_style ) 關於 保山咖啡 保山潞江、芒寬的地理位置得天獨厚,西靠高黎貢山,東與怒江爲鄰,西高東低,大自然的鬼斧神工,使得合理成爲了世界第二大峽谷,天然的屏障又使這裏形成了乾熱河谷' |
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content | '<div style="text-align: center;"> <img alt="" src="/uploads/allimg/180928/3-1P92R2332X40.jpg" /></div> <h2 style="padding: 0px 0px 0px 28px; margin: 0px 0px 0.8em; outline: 0px; zoom: 1; font-size: 19px; font-weight: normal; caret-color: rgb(51, 51, 51); color: rgb(51, 51, 51); box-sizing: border-box; border-width: 0px 0px 2px; border-bottom-style: solid; border-bottom-color: rgb(80, 193, 233); font-stretch: inherit; line-height: 30px; font-family: "ヒラギノ角ゴ Pro W3", "Hiragino Kaku Gothic Pro", メイリオ, Meiryo, "MS Pゴシック", sans-serif; vertical-align: baseline; position: relative; width: auto;"> <span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; font-size: 16px;"><font style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; box-sizing: border-box; vertical-align: inherit;">專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房(微信公衆號cafe_style )</font></span></h2> <ul style="padding-right: 0px; padding-left: 0px; margin: 0px 0px 20px; outline: 0px; zoom: 1; color: rgb(51, 51, 51); font-family: 微軟雅黑, 黑體, Arial; caret-color: rgb(0, 0, 0); line-height: inherit; box-sizing: border-box; border: 0px; font-stretch: inherit; font-size: 14px; vertical-align: baseline; list-style: none outside;"> <li style="padding: 0px 0px 0px 20px; margin: 0px 0px 12px; outline: 0px; zoom: 1; list-style: none; box-sizing: border-box; border: 0px; font-style: inherit; font-variant-ligatures: inherit; font-stretch: inherit; font-size: inherit; line-height: 18px; vertical-align: baseline; background-image: url(https://coffeemecca.jp/wp-content/themes/coffee/images/coffeelist.png); background-attachment: scroll; background-color: transparent; background-size: 0.8em; background-position: 4px 3px; background-repeat: no-repeat no-repeat;"> <div> 關於<a href="https://www.gafei.com/yunnankafei/2016102883321.html" style="font-size: inherit; font-style: inherit;">保山咖啡</a></div> <div> </div> <div> 保山潞江、芒寬的地理位置得天獨厚,西靠高黎貢山,東與怒江爲鄰,西高東低,大自然的鬼斧神工,使得合理成爲了世界第二大峽谷,天然的屏障又使這裏形成了乾熱河谷氣候區,大峽谷盛產的小粒咖啡品質上乘,其特點是“濃而不苦,香而不烈,帶有一點果味”。1993年第42界布魯塞爾的尤里卡博覽會上,保山小粒咖啡一舉征服了近乎苛刻的咖啡品嚐家的味蕾,捧回了尤里卡金獎,從此香飄世界五大洲。<br /> </div> <div> </div> <div style="text-align: center;"> <img alt="" src="/uploads/allimg/180902/19-1PZ2135QR31.jpg" /><br /> </div> <div> 咖啡在中國雖是舶來品,但在很多中青年人羣中,已經佔據了相當大的消費市場,和他的親密夥伴,世界三大飲品中的另一大巨頭——茶葉一樣,已成爲了很多國人杯子裏的常備之物。不論是星巴克還是雀巢,不管你喝着“美式”還是“三合一速溶”,大多數時候,大家都不會把這股醇香與中國關聯在一起,第一時間想到的咖啡原產地,也許會是印尼,古巴,也可能是牙買加、哥倫比亞,甚至印度。直到去了雲南保山,纔會顛覆心中的印象。</div> <div> </div> <div style="text-align: center;"> <br /> <img data-copyright="0" data-ratio="1.3333333333333333" data-s="300,640" data-type="jpeg" data-w="900" src="/uploads/allimg/180624/3-1P624213P2L3.jpg" style="color: rgb(0, 0, 0); font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif; margin: 0px; padding: 0px; max-width: 100%;" /><br /> <br /> </div> <div> 雲南<a href="https://www.gafei.com/yunnankafei/2016102883321.html">保山小粒咖啡</a>,是中國地理標誌產品。保山種植小粒咖啡的年代已無詳細歷史可考,從20世紀存世的工商界人士回憶、見聞,可略知咖啡傳入保山的年代約爲20世紀初1886年後大批的英、法、美、意大利、德國傳教士進入滇西傳教,也將咖啡帶入了傳教地進行種植。在雲南,至今認可找到存活了上百年的咖啡樹,由此可見一斑。</div> <div> </div> <div> 如果只是基於這樣的背景,那還並不足以讓保山小粒咖啡俘獲如此多的忠實擁躉。真正吸引衆多飲客之處,還是它的絕佳風味。影響咖啡品質的因素很多,其中海拔條件尤其重要,保山地理位置特殊,具備高海拔、乾熱河谷、斜坡地等特性,咖啡長勢茂盛,果實飽滿,內含物質豐富,香味醇厚,味道均衡,咖啡因含量較少,具備如此環境之處,也包括了:巴西山度山、蘇門答臘曼特寧、也門摩卡、牙買加藍山。如此類比,大家就應該明白,所謂得天獨厚,並非自顧自誇。<br /> </div> <div style="text-align: center;"> <img data-copyright="0" data-ratio="1.3333333333333333" data-s="300,640" data-type="jpeg" data-w="1080" src="/uploads/allimg/180624/3-1P624213R3H4.jpg" style="color: rgb(0, 0, 0); font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif; margin: 0px; padding: 0px; max-width: 100%;" /></div> <div> </div> <div> <a href="https://www.gafei.com/yunnankafei/2016102883321.html" style="font-size: inherit; font-style: inherit;">保山小粒咖啡</a>,主要品種爲卡帝莫,佔據當地裝置面積的70%以上,剩餘品種也主要集中在鐵畢卡變種、波邦變種等品種。全市正常年咖啡產量爲1300萬千克左右,主要產業模式爲種植結合加工。其中,種植產業上規模的企業有保山雲大咖啡、保山雲潞咖啡、高老莊咖啡、神農咖啡等;深加工方面已具規模的,包括雲潞咖啡、景蘭咖啡等,可以說咖啡產業在保山,已經形成了產業集羣,並具備了較高的品牌價值。</div> <div> </div> <div> 隨着筆者對於保山小粒咖啡產業的深入瞭解,除了發掘其中的優質與亮點,也不能避諱當地產業的問題與弊病,畢竟只有對咖啡行業進行剖析,探究,纔有可能讓行業與企業整體提升,帶動當地經濟與相關從業者的收入。在調研員看來,保山小粒咖啡,同樣也面臨着市場、產品品質、消費人羣等不同層面的,已然爆發或隱而未現的衝擊。</div> <div> </div> <div> 一、咖啡豆種植散戶爲主,產品標準難以統一</div> <div> </div> <div style="text-align: center;"> <img data-copyright="0" data-ratio="0.75" data-s="300,640" data-type="jpeg" data-w="1280" src="/uploads/allimg/180624/3-1P624213S5645.jpg" style="color: rgb(0, 0, 0); font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif; margin: 0px; padding: 0px; max-width: 100%;" /><br /> </div> <div> 保山在2012年便開始施行《保山效力咖啡地裏標誌保護產品質量標準》(即:DB 53/T 371-2012)。但當地目前種植戶多爲散戶,屬於有標可依,但難以有效落地的情況。僅有少數合作社或企業,因爲產品化與出口要求,按照對應標準,嚴格管控農資投放使用。這樣的局面直接影響影響了當地企業的收購貨源的穩定性,也間接影響了保山小粒咖啡這一“地方名片”的市場美譽度。</div> <div> </div> <div> 二、咖啡加工企業體系化管理薄弱,產業鏈脆弱<br /> </div> <div style="text-align: center;"> <img data-copyright="0" data-ratio="0.98828125" data-s="300,640" data-type="jpeg" data-w="1280" src="/uploads/allimg/180624/3-1P62421460Tb.jpg" style="font-size: inherit; font-style: inherit; color: rgb(0, 0, 0); font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif; margin: 0px; padding: 0px; max-width: 100%;" /></div> <div> </div> <div> <a href="https://www.gafei.com/yunnankafei/2016102883321.html" style="font-size: inherit; font-style: inherit;">保山小粒咖啡</a>的口感已經無需多言,有那麼優秀的原材料,自然也不會少了咖啡飲品加工企業。在甲骨文調研員的企業走訪中發現,當地企業對於體系化管理方面的意識相對薄弱,多數企業沒有完成體系化認證,這樣的現狀與行業發展階段有重要關聯,目前多數企業屬於新興階段,銷售渠道偏重於線上互聯網與商超門店,並沒有如同種植企業一般,對收購方提出的“二方審覈”要求做到堅決執行,這也造成了企業的發展偏重於市場,而沒有聚焦於產品品質控制與風險控制。在調研中,大多數企業管理者已經意識到了問題的嚴重性,一些企業已經着手進行ISO9000、HACCP等體系化建設,但體系的建立絕非一朝一夕,必須趕在出現問題之前,撲滅這些危害行業的星星之火。</div> <div> </div> <div> 三、咖啡品牌化進程任重道遠</div> <div> </div> <div style="text-align: center;"> <img data-copyright="0" data-ratio="0.7010309278350515" data-s="300,640" data-type="png" data-w="1746" src="/uploads/allimg/180624/3-1P62421461YC.jpg" style="color: rgb(0, 0, 0); font-family: "Helvetica Neue", Helvetica, "Hiragino Sans GB", "Microsoft YaHei", Arial, sans-serif; margin: 0px; padding: 0px; max-width: 100%;" /><br /> </div> <div> <a href="https://www.gafei.com/yunnankafei/2016102883321.html" style="font-size: inherit; font-style: inherit;">保山小粒咖啡</a>,這個地標產品的名氣不算小,但是很多人認識這個品牌,還是因爲一個後綴解釋:星巴克咖啡的供應商。</div> <div> </div> <div> 目前市面上,雲南小粒咖啡面對的競爭對手都不可小覷,在咖啡豆方面,東南亞、南美的供貨商不斷衝擊着市場,在成品咖啡、速溶咖啡方面,單就雀巢一家企業,便籠絡了線上經銷的“大半壁江山”。想在衆多洋品牌雄踞的咖啡行業裏面“殺出重圍”,需要的不僅僅是說好小粒咖啡的故事,更重要的還需要通過客觀的檢測、認證來證明自身的品質。如何將“星巴克的供應商”,變成“星巴克使用保山小粒咖啡”,是<a href="https://www.gafei.com/yunnankafei/2016102883321.html">保山咖啡</a>從業者需要正視的重要問題!</div> <div style="text-align: center;"> <img alt="" src="/uploads/allimg/181112/15-1Q112225220932.jpg" /><br /> 購買鏈接:<a href="https://item.taobao.com/item.htm?spm=a1z10.5-c-s.w4002-15673140460.28.395060e2ULX1qQ&id=535615170690">https://item.taobao.com/item.htm?spm=a1z10.5-c-s.w4002-15673140460.28.395060e2ULX1qQ&id=535615170690</a></div> </li> </ul> <h2 style="padding: 0px 0px 0px 28px; margin: 0px 0px 0.8em; outline: 0px; zoom: 1; font-size: 19px; font-weight: normal; 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meta_title | '保山小粒咖啡產業的缺陷_保山咖啡品牌化之路_雲南保山咖啡豆排名_雲南咖啡豆_精品咖啡豆_中國咖啡網' |
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meta_description | '專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房(微信公衆號cafe_style ) 關於 保山咖啡 保山潞江、芒寬的地理位置得天獨厚,西靠高黎貢山,東與怒江爲鄰,西高東低,大自然的鬼斧神工,使得合理成爲了世界第二大峽谷,天然的屏障又使這裏形成了乾熱河谷' |
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array ( 'list_title' => '興隆咖啡_海南興隆咖啡_正宗興隆咖啡', 'list_keywords' => '', 'list_description' => '興隆咖啡,是由興隆的歸國華僑們於1953年從海外引進咖啡種植的,雖然該品種種植歷史短,但曾備受周恩來、朱德等人好評。興隆咖啡位於海南興隆華僑旅遊經濟區興隆華僑農場,是在1953年,當時海南興隆華僑農場剛剛成立不久,爲了實現“以短養長”的做法,也就是用咖啡、香茅、水稻等短期作物收入來彌補橡膠等長期作物', ), 'template' => array ( 'pagesize' => 20, 'mpagesize' => 20, 'page' => 'page.html', 'list' => 'list.html', 'category' => 'category.html', 'search' => 'search.html', 'show' => 'show.html', ), 'cat_field' => '', 'module_field' => '', 'html' => 0, ), 'displayorder' => '0', 'acount' => '38', 'namerule' => '{typedir}/{aid}.html', 'namerule2' => '{typedir}/list_{tid}_{page}.html', 'mid' => 'article', 'pcatpost' => 1, 'topid' => '7', 'domain' => '', 'catids' => array ( 0 => '611', ), 'is_post' => 1, 'mobile_domain' => '', 'tid' => 1, 'url' => 'https://gafei.com/list-xinglongkafei.html', 'total' => 38, 'field' => array ( ), ), ) |
urlrule | '/views-125092-[page].html' |
fix_html_now_url | '' |
my_web_url | 'https://gafei.com/views-125092' |
get | array ( 's' => 'article', 'c' => 'show', 'id' => '125092', 'm' => 'index', ) |
App.php | FCPATH/Fcms/Config/App.php |
Autoload.php | FCPATH/Fcms/Config/Autoload.php |
Cache.php | FCPATH/Fcms/Config/Cache.php |
Cache.php | FCPATH/Fcms/Library/Cache.php |
CodeIgniter.php | FCPATH/Fcms/Extend/CodeIgniter.php |
Constants.php | FCPATH/Fcms/Config/Constants.php |
Content.php | FCPATH/Fcms/Model/Content.php |
ContentSecurityPolicy.php | FCPATH/Fcms/Config/ContentSecurityPolicy.php |
Cookie.php | FCPATH/Fcms/Config/Cookie.php |
Database.php | FCPATH/Fcms/Config/Database.php |
Date.php | FCPATH/Fcms/Field/Date.php |
Exceptions.php | FCPATH/Fcms/Config/Exceptions.php |
Exceptions.php | FCPATH/Fcms/Extend/Exceptions.php |
Field.php | FCPATH/Fcms/Library/Field.php |
File.php | FCPATH/Fcms/Field/File.php |
Filters.php | FCPATH/Fcms/Config/Filters.php |
Helper.php | FCPATH/Fcms/Core/Helper.php |
Hooks.php | FCPATH/App/Bdts/Config/Hooks.php |
Hooks.php | FCPATH/Fcms/Core/Hooks.php |
Init.php | FCPATH/Fcms/Init.php |
Input.php | FCPATH/Fcms/Library/Input.php |
Kint.php | FCPATH/Fcms/Config/Kint.php |
Lang.php | FCPATH/Fcms/Library/Lang.php |
Logger.php | FCPATH/Fcms/Config/Logger.php |
Member.php | FCPATH/Fcms/Model/Member.php |
Model.php | FCPATH/Fcms/Core/Model.php |
Module.php | FCPATH/Fcms/Extend/Home/Module.php |
Modules.php | FCPATH/Fcms/Config/Modules.php |
Paths.php | FCPATH/Fcms/Config/Paths.php |
Phpcmf.php | FCPATH/Fcms/Core/Phpcmf.php |
Request.php | FCPATH/Fcms/Extend/Request.php |
Router.php | FCPATH/Fcms/Library/Router.php |
Router.php | FCPATH/My/Library/Router.php |
Routes.php | APPPATH/Config/Routes.php |
Routes.php | FCPATH/Fcms/Config/Routes.php |
Security.php | FCPATH/Fcms/Library/Security.php |
Seo.php | FCPATH/Fcms/Library/Seo.php |
Service.php | FCPATH/Fcms/Core/Service.php |
Services.php | FCPATH/Fcms/Config/Services.php |
Show.php | APPPATH/Controllers/Show.php |
Text.php | FCPATH/Fcms/Field/Text.php |
Textarea.php | FCPATH/Fcms/Field/Textarea.php |
Toolbar.php | FCPATH/Fcms/Config/Toolbar.php |
Ueditor.php | FCPATH/Fcms/Field/Ueditor.php |
UserAgents.php | FCPATH/Fcms/Config/UserAgents.php |
Version.php | FCPATH/My/Config/Version.php |
View.php | FCPATH/Fcms/Config/View.php |
View.php | FCPATH/Fcms/Core/View.php |
View.php | FCPATH/Fcms/Extend/View.php |
_data_web_hk.gafei.com_xunruicms_template_pc_hk_gafei_home_new_recommend_1.htm.cache.php | /data/web/hk.gafei.com/xunruicms/cache/template/_data_web_hk.gafei.com_xunruicms_template_pc_hk_gafei_home_new_recommend_1.htm.cache.php |
_data_web_hk.gafei.com_xunruicms_template_pc_hk_gafei_home_new_recommend_2.htm.cache.php | /data/web/hk.gafei.com/xunruicms/cache/template/_data_web_hk.gafei.com_xunruicms_template_pc_hk_gafei_home_new_recommend_2.htm.cache.php |
_data_web_hk.gafei.com_xunruicms_template_pc_hk_gafei_home_show.html.cache.php | /data/web/hk.gafei.com/xunruicms/cache/template/_data_web_hk.gafei.com_xunruicms_template_pc_hk_gafei_home_show.html.cache.php |
cache.php | /data/web/hk.gafei.com/xunruicms/cache/config/cache.php |
custom.php | /data/web/hk.gafei.com/xunruicms/config/custom.php |
database.php | /data/web/hk.gafei.com/xunruicms/config/database.php |
domain_app.php | /data/web/hk.gafei.com/xunruicms/cache/config/domain_app.php |
domain_client.php | /data/web/hk.gafei.com/xunruicms/cache/config/domain_client.php |
hooks.php | /data/web/hk.gafei.com/xunruicms/config/hooks.php |
index.php | /data/web/hk.gafei.com/hk/index.php |
lang.php | /data/web/hk.gafei.com/hk/api/language/zh-cn/lang.php |
memcached.php | /data/web/hk.gafei.com/xunruicms/config/memcached.php |
redis.php | /data/web/hk.gafei.com/xunruicms/config/redis.php |
rewrite.php | /data/web/hk.gafei.com/xunruicms/config/rewrite.php |
site.php | /data/web/hk.gafei.com/xunruicms/cache/config/site.php |
system.php | /data/web/hk.gafei.com/xunruicms/cache/config/system.php |
AutoloadConfig.php | SYSTEMPATH/Config/AutoloadConfig.php |
Autoloader.php | SYSTEMPATH/Autoloader/Autoloader.php |
BaseBuilder.php | SYSTEMPATH/Database/BaseBuilder.php |
BaseCollector.php | SYSTEMPATH/Debug/Toolbar/Collectors/BaseCollector.php |
BaseConfig.php | SYSTEMPATH/Config/BaseConfig.php |
BaseConnection.php | SYSTEMPATH/Database/BaseConnection.php |
BaseHandler.php | SYSTEMPATH/Cache/Handlers/BaseHandler.php |
BaseResult.php | SYSTEMPATH/Database/BaseResult.php |
BaseService.php | SYSTEMPATH/Config/BaseService.php |
Builder.php | SYSTEMPATH/Database/MySQLi/Builder.php |
CacheFactory.php | SYSTEMPATH/Cache/CacheFactory.php |
CacheInterface.php | SYSTEMPATH/Cache/CacheInterface.php |
CliRenderer.php | SYSTEMPATH/ThirdParty/Kint/Renderer/CliRenderer.php |
CloneableCookieInterface.php | SYSTEMPATH/Cookie/CloneableCookieInterface.php |
CodeIgniter.php | SYSTEMPATH/CodeIgniter.php |
Common.php | SYSTEMPATH/Common.php |
Config.php | SYSTEMPATH/Config/Config.php |
Config.php | SYSTEMPATH/Database/Config.php |
Connection.php | SYSTEMPATH/Database/MySQLi/Connection.php |
ConnectionInterface.php | SYSTEMPATH/Database/ConnectionInterface.php |
ContentSecurityPolicy.php | SYSTEMPATH/HTTP/ContentSecurityPolicy.php |
Controller.php | SYSTEMPATH/Controller.php |
Cookie.php | SYSTEMPATH/Cookie/Cookie.php |
CookieInterface.php | SYSTEMPATH/Cookie/CookieInterface.php |
CookieStore.php | SYSTEMPATH/Cookie/CookieStore.php |
Database.php | SYSTEMPATH/Database/Database.php |
Database.php | SYSTEMPATH/Debug/Toolbar/Collectors/Database.php |
DebugToolbar.php | SYSTEMPATH/Filters/DebugToolbar.php |
DotEnv.php | SYSTEMPATH/Config/DotEnv.php |
Escaper.php | SYSTEMPATH/ThirdParty/Escaper/Escaper.php |
Events.php | SYSTEMPATH/Debug/Toolbar/Collectors/Events.php |
Events.php | SYSTEMPATH/Events/Events.php |
Exceptions.php | SYSTEMPATH/Debug/Exceptions.php |
Factories.php | SYSTEMPATH/Config/Factories.php |
Factory.php | SYSTEMPATH/Config/Factory.php |
FileLocator.php | SYSTEMPATH/Autoloader/FileLocator.php |
Files.php | SYSTEMPATH/Debug/Toolbar/Collectors/Files.php |
FilterInterface.php | SYSTEMPATH/Filters/FilterInterface.php |
Filters.php | SYSTEMPATH/Filters/Filters.php |
Header.php | SYSTEMPATH/HTTP/Header.php |
IncomingRequest.php | SYSTEMPATH/HTTP/IncomingRequest.php |
Kint.php | SYSTEMPATH/ThirdParty/Kint/Kint.php |
Logger.php | SYSTEMPATH/Log/Logger.php |
LoggerInterface.php | SYSTEMPATH/ThirdParty/PSR/Log/LoggerInterface.php |
Logs.php | SYSTEMPATH/Debug/Toolbar/Collectors/Logs.php |
Message.php | SYSTEMPATH/HTTP/Message.php |
MessageInterface.php | SYSTEMPATH/HTTP/MessageInterface.php |
MessageTrait.php | SYSTEMPATH/HTTP/MessageTrait.php |
Modules.php | SYSTEMPATH/Modules/Modules.php |
Query.php | SYSTEMPATH/Database/Query.php |
QueryInterface.php | SYSTEMPATH/Database/QueryInterface.php |
RedisHandler.php | SYSTEMPATH/Cache/Handlers/RedisHandler.php |
Renderer.php | SYSTEMPATH/ThirdParty/Kint/Renderer/Renderer.php |
RendererInterface.php | SYSTEMPATH/View/RendererInterface.php |
Request.php | SYSTEMPATH/HTTP/Request.php |
RequestInterface.php | SYSTEMPATH/HTTP/RequestInterface.php |
RequestTrait.php | SYSTEMPATH/HTTP/RequestTrait.php |
Response.php | SYSTEMPATH/HTTP/Response.php |
ResponseInterface.php | SYSTEMPATH/HTTP/ResponseInterface.php |
ResponseTrait.php | SYSTEMPATH/API/ResponseTrait.php |
ResponseTrait.php | SYSTEMPATH/HTTP/ResponseTrait.php |
Result.php | SYSTEMPATH/Database/MySQLi/Result.php |
ResultInterface.php | SYSTEMPATH/Database/ResultInterface.php |
RichRenderer.php | SYSTEMPATH/ThirdParty/Kint/Renderer/RichRenderer.php |
RouteCollection.php | SYSTEMPATH/Router/RouteCollection.php |
RouteCollectionInterface.php | SYSTEMPATH/Router/RouteCollectionInterface.php |
Router.php | SYSTEMPATH/Router/Router.php |
RouterInterface.php | SYSTEMPATH/Router/RouterInterface.php |
Routes.php | SYSTEMPATH/Config/Routes.php |
Routes.php | SYSTEMPATH/Debug/Toolbar/Collectors/Routes.php |
Services.php | SYSTEMPATH/Config/Services.php |
TextRenderer.php | SYSTEMPATH/ThirdParty/Kint/Renderer/TextRenderer.php |
Timer.php | SYSTEMPATH/Debug/Timer.php |
Timers.php | SYSTEMPATH/Debug/Toolbar/Collectors/Timers.php |
Toolbar.php | SYSTEMPATH/Debug/Toolbar.php |
URI.php | SYSTEMPATH/HTTP/URI.php |
UserAgent.php | SYSTEMPATH/HTTP/UserAgent.php |
Utils.php | SYSTEMPATH/ThirdParty/Kint/Utils.php |
View.php | SYSTEMPATH/Config/View.php |
View.php | SYSTEMPATH/View/View.php |
Views.php | SYSTEMPATH/Debug/Toolbar/Collectors/Views.php |
init.php | SYSTEMPATH/ThirdParty/Kint/init.php |
init_helpers.php | SYSTEMPATH/ThirdParty/Kint/init_helpers.php |
url_helper.php | SYSTEMPATH/Helpers/url_helper.php |
Directory: | |
Controller: | \Phpcmf\Controllers\Show |
Method: | index |
Params: | 0 / 0 |
Method | Route | Handler |
---|---|---|
GET | / | \Phpcmf\Controllers\Show::index |
HEAD | / | \Phpcmf\Controllers\Show::index |
POST | / | \Phpcmf\Controllers\Show::index |
PUT | / | \Phpcmf\Controllers\Show::index |
DELETE | / | \Phpcmf\Controllers\Show::index |
OPTIONS | / | \Phpcmf\Controllers\Show::index |
TRACE | / | \Phpcmf\Controllers\Show::index |
CONNECT | / | \Phpcmf\Controllers\Show::index |
CLI | migrations/([^/]+)/([^/]+) | \CodeIgniter\Commands\MigrationsCommand::$1/$2 |
CLI | migrations/([^/]+) | \CodeIgniter\Commands\MigrationsCommand::$1 |
CLI | migrations | \CodeIgniter\Commands\MigrationsCommand::index |
CLI | ci(.*) | \CodeIgniter\CLI\CommandRunner::index/$1 |
CLI | / | \Phpcmf\Controllers\Show::index |
Time | Event Name | Times Called |
---|---|---|
6.95 ms | pre_system | 1 |
0.09 ms | dbquery | 9 |
Action | Datetime | Status | Method | URL | Content-Type | Is AJAX? |
---|---|---|---|---|---|---|
2025-03-28 07:23:32 | 200 | GET | https://gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:23:30 | 200 | GET | https://websocket.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:23:27 | 200 | GET | https://cdn.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:23:22 | 200 | GET | https://cdn.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:23:19 | 200 | GET | https://madmin.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:23:15 | 200 | GET | https://cl1.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:23:06 | 200 | GET | https://coffeetec.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:22:55 | 200 | GET | https://coffeetec.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:22:51 | 200 | GET | https://cno.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:22:31 | 200 | GET | https://coffeetec.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:22:10 | 200 | GET | https://cdn.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:21:39 | 200 | GET | https://coffeetec.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:21:38 | 200 | GET | https://gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:21:16 | 200 | GET | https://bestcoffee.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:21:05 | 200 | GET | https://bestcoffee.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:20:44 | 200 | GET | https://madmin.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:20:20 | 200 | GET | https://cno.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:20:15 | 200 | GET | https://coffeetec.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:19:54 | 200 | GET | https://cdn.gafei.com/index.php/ | text/html; charset=UTF-8 | No | |
2025-03-28 07:19:45 | 200 | GET | https://cl1.gafei.com/index.php/ | text/html; charset=UTF-8 | No |
Session doesn't seem to be active.
s | article |
c | show |
id | 125092 |
m | index |
User-Agent | Mozilla/5.0 (compatible; SemrushBot/7~bl; +http://www.semrush.com/bot.html) |
Connection | close |
Accept-Encoding | gzip,deflate |
Accept | text/html, application/rss+xml, application/atom+xml, text/xml, text/rss+xml, application/xhtml+xml |
Host | gafei.com |
User-Agent | Mozilla/5.0 (compatible; SemrushBot/7~bl; +http://www.semrush.com/bot.html) |
Connection | close |
Accept-Encoding | gzip,deflate |
Accept | text/html, application/rss+xml, application/atom+xml, text/xml, text/rss+xml, application/xhtml+xml |
Host | gafei.com |
CodeIgniter Version: | 4.1.4 |
PHP Version: | 8.0.25 |
PHP SAPI: | fpm-fcgi |
Environment: | development |
Base URL: | https://gafei.com/ |
Timezone: | PRC |
Locale: | en |
Content Security Policy Enabled: | No |