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'漫咖啡韓國創始人告訴你咖啡賺錢的祕密'

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'咖啡新聞,漫咖啡成功祕密,咖啡館經營方法'

'14個月收回成本，單日營業額達X萬元(保密)，三年裏開業+裝修的店鋪過百家，這樣火箭的速度，卻有一個節奏截然相反的的名字漫咖啡。自2011年在北京麗都飯店開了第一家後，這個總是坐落在公園、社區旁邊的大空間咖啡廳，像蒲公英種子一樣在全國落地開花。甚至'

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'2014-08-30 16:03:31'

'2014-08-30 16:13:43'

'11572'

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'<p>
	　　14個月收回成本，單日營業額達X萬元(保密)，三年裏開業+裝修的店鋪過百家，這樣火箭的速度，卻有一個節奏截然相反的的名字&mdash;&mdash;&ldquo;漫&rdquo;咖啡。自2011年在北京麗都飯店開了第一家後，這個總是坐落在公園、社區旁邊的大空間咖啡廳，像蒲公英種子一樣在全國落地開花。甚至有人評價它是，除了三星、現代以外，它是韓國人在中國經營得&ldquo;最&rdquo;成功的企業。</p>
<p>
	　　瘋狂的擴張：尋找能開&rdquo;五家店&ldquo;的中國人</p>
<p>
	　　採訪約在辛子相旗下的另一個韓式餐飲產業愛江山2號店，他本人的專屬地下辦公室裏。看到記者的突然到訪，正在午間休息的他瞬間抖擻精神，並點起一根雪茄，逐漸進入狀態。</p>
<p>
	　　&ldquo;您最近正在忙什麼?&rdquo;面對記者的第一個，圓框眼鏡背後的辛子相目光敏銳，他直切主題回答：&ldquo;我在忙着開店，忙着開漫咖啡!&rdquo;</p>
<p>
	　　辛子相在中國經營着愛江山、漫咖啡、創作餐廳三大餐飲品牌，漫咖啡無疑已經從三大產業中脫穎而出，到達了&ldquo;爆發&rdquo;狀態。</p>
<p>
	　　他自信地介紹，目前一家漫咖啡門店平均14個月就能收回初期投入，以剛開業的通州店爲例，開業6天，日營業額就達到了X萬元(保密)。全國現已開業的店面有70家，正在裝修施工的店面有50家。</p>
<p>
	　　但他顯然對3年120家的規模並不滿意，他從文件包裏拿出兩頁正在籌備店面名單，指着說：&ldquo;太慢了，還是太慢!&rdquo;</p>
<p>
	　　他拿出數據，2007年，韓國的咖啡館數量是2800家，7年後的今年已經達到18000家。對於中國，當下無疑是咖啡館發展的黃金時期。</p>
<p>
	　　他的目標則是10年內將漫咖啡開到3000家。這樣的發展，光靠他北京上海的直營店是無法達到的。於是，他必須尋找北京&ldquo;靠譜&rdquo;的合作者。除了北京上海外，辛子相坦言，他需要的合作商需要能有實力能在一個區域或者城市開到5家店。這也就意味在在寸土寸金的中國，這個合作者絕不是普通的個體。</p>
<p>
	　　敏銳的觀察：滿足中國人特有的消費習慣</p>
<p>
	　　即便對合作方要求甚高，漫咖啡無疑已吸引了大批想要從中分一杯羹的中國商人。於是，回到最初的話題：辛子相的成功源於什麼?他想了一會回答說：&ldquo;成功源於他對中國人透徹的觀察。&rdquo;</p>
<p>
	　　在中國9年，他發現，中國人很喜歡聚集在一起，不管是聊天也好，喫飯也好，都需要一個場合，這個地點是除了公司和家之外的第三個目的地。當然餐廳是一個選擇，但餐廳分爲高中低檔，有錢人可能每頓飯喫到上千，而普通人一頓飯大概僅在50元左右。&ldquo;身份差距非常大。&rdquo;辛子相說，但在咖啡廳裏一杯咖啡的價格只有24元，價格便宜，環境放鬆，卻讓人感覺不到身份的差距。</p>
<p>
	　　此外，中國每年大約有數十萬中國人從國外留學歸來，咖啡無疑已經是生活必需品。但能滿足的咖啡館卻遠遠不足。</p>
<p>
	　　中國人消費咖啡也有自己的特點：在韓國，人們在咖啡館一般只消費咖啡;但中國人似乎更喜歡喫點別的，尤其是甜品。</p>
<p>
	　　於是，漫咖啡加入了很多新鮮製作的冰淇淋奶油松餅，每道甜品的價格在50元左右，價格比咖啡高，成本卻比咖啡要低很多。</p>
<p>
	　　當然，漫咖啡也似乎更彌補了中國人對星巴克的那些個不滿足：星巴克空間狹小，侷促，漫咖啡建築寬敞明亮;星巴克鼓勵帶走，漫咖啡說，歡迎你帶着電腦待上一天;星巴克將店開在地價高昂的CBD，漫咖啡卻選擇了公園、社區等地價溫和的地腳。差異化成了辛子相的一個絕殺。</p>
<p>
	　　就拿吸菸這件事來說，辛子相就發現，即使掛上不能吸菸的牌子，中國的咖啡館也經常是煙霧繚繞，於是，乾脆整個二層都設計成吸菸區。人們就可以對環境進行選擇。</p>
<p>
	　　把咖啡廳開在大學也是因爲他發現，中國的大學生喜歡在咖啡廳，而不是自習室裏溫習功課。於是，漫咖啡人大店，郵電大學店都相繼開張。</p>
<p>
	　　他的細心還體現在很多方面：點餐後充滿童趣、顏色各異的小熊，異域風情的燈飾，充滿年代痕跡的老榆木餐桌，以及高低不同的仿古沙發椅，都讓人們來到漫咖啡，就像來到一個老朋友的家一樣，不會因爲害怕弄掉了桌角明亮的新漆而緊張。</p>
<p>
	　　一邊，因選址拉低了商業中成本佔比最高的土地成本，一邊拉高了消費水平，增加了單品利潤，漫咖啡成功祕密也無外乎如此吧。</p>
<p>
	　　合作的法則：只和中國人合作</p>
<p>
	　　讀懂了中國人，參透了其中的規則，從商一生的辛子相，眼下的自信也是直白的。而他做米腸成功賺取第一桶金的祕訣也就是&mdash;&mdash;細分市場。</p>
<p>
	　　當被問及韓國商人在中國的發展有哪些困境時，他只做了簡單的回答：&ldquo;沒有，完全沒有困難。&rdquo;</p>
<p>
	　　曾有故事稱，漫咖啡的麗都一號店開業之初都很冷清，但辛子相卻鎮定的說，等等，再等等。9個月後，麗都店的客人蜂擁而來。</p>
<p>
	　　他告訴記者，就像現在他剛剛創立不久的韓式啤酒炸雞餐廳&ldquo;創作&rdquo;一樣，人們需要一個既能喫飯也能喝酒的地方。只要事情是對了，剩下的就只剩等待了。</p>
<p>
	　　漫咖啡不怕模仿者嗎?</p>
<p>
	　　辛子相回答，差異化的定位，讓漫咖啡在定位之初就贏了，等爆發點一到，後來人就是想追也追不上了。此外，漫咖啡本身也在不斷的創新和進化。他現在和巴西的農場合作，引入&ldquo;farm-table&rdquo;(農場到餐桌)的概念，讓喝咖啡不僅知道咖啡來自於哪，還能知道種植的人，農夫的故事。他們還會請來世界級的咖啡師，讓漫咖啡的會員來試喝。</p>
<p>
	　　他說，類似新奇的想法，他的腦子裏每天還會不斷的湧現，等到時機成熟的時候就會付諸實踐。說到這裏，辛子相神采奕奕，激情四射，彷彿一個剛剛走出校門，要開始創業的大學生。</p>
<p>
	　　但老道的他也直言，自己在中國的合作者都是中國人，而非韓國人。&ldquo;在中國，好的地，好的資源都在中國人手裏，我當然要和中國人合作。&rdquo;</p>
<p>
	　　北京印象：它會是全世界最好的城市</p>
<p>
	　　一個畢加索的畫展，在日本的東京，展出十天，大約有3萬人觀看，在韓國也是一樣，但在北京，這個數字是10萬人。</p>
<p>
	　　當被問及對於北京的看法時，辛子相十分激動地舉出了上面的例子，這種興奮感甚至超過談及漫咖啡。</p>
<p>
	　　他說，比起全世界其他的地方，北京的吸引力是巨大的，你來到中國出差，除了辦公，你還可以在這裏看到最好的畫展，接受很高的醫療，非常高質量的教育，它的城市資源非常的豐富。</p>
<p>
	　　再比如，你在北京，一個幼兒園，從5000元一個月，到18萬元一年，都有人消費，它擁有的消費人羣非常的多樣。</p>
<p>
	　　當然霧霾這些不好的東西需要靠科技等方式去解決，但無疑，北京必然會變得越來越強大，最終成爲全世界最強大的城市。</p>
<p>
	　　對話</p>
<p>
	　　翼週刊：漫咖啡爲什麼不接受加盟商，只是合作商?</p>
<p>
	　　辛子相：不做加盟是因爲這種形式不好管理。漫咖啡採用直營加合作的模式擴張。除了北京上海以外，其他的合作中，漫咖啡佔有一部分股份，這樣合作商會很尊重總部的意見。</p>
<p>
	　　翼週刊：對於合作伙伴有什麼要求?</p>
<p>
	　　辛子相：能開5家店的實力，是一個有激情的人。</p>
<p>
	　　翼週刊：漫咖啡主要的團隊有多少人，多少是中國人?</p>
<p>
	　　辛子相：團隊裏有50人左右，只有5個人是韓國人，其餘都是中國人，</p>
<p>
	　　翼週刊：咖啡廳成功的關鍵是什麼?</p>
<p>
	　　辛子相：一個好的選址。</p>
<p>
	　　翼週刊：您認爲經商成功的關鍵是什麼?</p>
<p>
	　　辛子相：保持活力和鬥志。還有最關鍵的&mdash;&mdash;勤奮。</p>
<p>
	　　翼週刊：最後一個問題，服務員怎麼認出那麼多小熊?</p>
<p>
	　　辛子相：(大笑)，每一個小熊的顏色，穿的衣服都不一樣，服務員培訓時重點就是讓服務員認小熊。</p>
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