"Your answer is only a few dozen words." Chen Bo copied a copy and complained mercilessly.

Wang Xu said disdainfully: "Five minutes, you still want to sprinkle a big paper?" Just make a list of the main points for the teacher to check. ”

"It makes sense, Mr. Wang is right." Chen Bo realized this problem, and if he was drawn, Wang Xu would still be able to play a cover move, but now he can't be offended.

Wang Kuifa went on to say: "According to the data released by TalkingData, in China, the vast majority of cafes have been in a state of loss for a long time, and only some mainstream brands are left in addition to the Internet celebrity cafes with their own traffic topics. ”

"Almost all cafes are benchmarking against Starbucks, and they do it for two purposes — to be it or to subvert it."

"There are three types of Starbucks stores – general stores, selection stores and flagship stores, and I plan to describe them separately in terms of location, environment and design."

"Wait, are you going to open a physical store? How much is the difference in start-up capital? ”

Xu Jianren felt that something was wrong, and interrupted Wang Kuifa's words again.

Wang Kuifa was a little stunned: "No, isn't it necessary to analyze the problem comprehensively, and sort out the ins and outs..."

Xu Jianren reminded: "It's too much, it's like I asked you to investigate the genealogy, and as a result, you included all the anecdotes of the villagers, and you had to distinguish the priorities." ”

"Then I'll start with the cost structure." Wang Kuifa took the initiative to delete this redundant content.

"Yes, be careful about the space."

"As we all know...."

"Don't show up the word, I don't know." Xu Jianren once again dumbfounded Wang Kuifa.

"Okay." Wang Kuifa stabilized his mentality and said clearly: "Compared with the gross profit margin of coffee and tea, both are basically around 70%, but in terms of net profit margin, cafes are not as good as tea. ”

"First of all, the labor cost, the training and salary of baristas are higher than those of tea drinkers, taking Heytea as an example, new employees can master the use of machines after three days of training, while a qualified coffee apprentice has to train for at least three months."

"The second is the cost of decoration, taking Yuanyu University Town as an example, the cost of the café is about 3,800 yuan ~ 4,300 yuan / square meter, and only 75% of the tea shops at the same price."

"The most important thing is the rent, the same level of cafes are 40% larger than the tea shop, to sum up, the cost of opening a café in Yuanyu is 25%-30% of labor, 25% of rent, 15% of operation and loss depreciation, and the remaining part is materials."

"One of the most important reasons why Starbucks has firmly occupied the position of the market leader is the bargaining power of rent, which can be found in the exclusive agreement signed between Starbucks and the property."

"Under this agreement, Starbucks will be able to secure premium store space at a lower market price, and the property will not be able to lease idle stores in the jurisdiction to other coffee merchants."

"Why you can get a store space at a low price, briefly explain the reason." Xu Jianren asked indifferently.

"Uh....probably because of Starbucks' strong brand position, it can be used as an investment promotion."

Xu Jianren further explained: "You mean something similar to a value symbol, right, Starbucks has settled in a certain commercial plaza, indicating that there is potential there, just like there is a Maple Leaf Plaza near the same real estate, and it will also be at a premium when the transaction is made." ”

"Yes, yes, yes, what the teacher said is very true." The desire to survive prompted Wang Kuifa to nod vigorously.

"Go on."

"It is under this model that a small brand in the same area may cost 18 yuan/day/square meter, while Starbucks only needs 4.5 yuan/day/square meter."

"The increase in the price of the product brought by the brand is obvious, the same Arabica selected coffee beans, which are sold for 30 yuan in the restaurant, and can easily be sold for 60 yuan at Starbucks."

"You're ignoring a problem." Xu Jianren pointed out.

"It's... What's the problem, teacher. Wang Kuifa didn't figure it out.

Xu Jianren emphasized: "High pricing can certainly bring higher profits, but if you pay attention to the sales situation in the market during the same period, you will know that Starbucks' sales and market share are showing a downward trend. ”

He turned to the other students present to confirm this fact.

"Do any students focus on this aspect? Trouble tells me that Starbucks' growth rate in recent years has been exactly negative. ”

"It's negative." Several voices in the audience said.

Xu Jianren said to Wang Kuifa earnestly: "So when you talk about this reason, you have to combine it with a specific historical period, which was true when Starbucks first entered the domestic market in the early years, but this has also become a shackle later. ”

"Uh-oh."

Wang Kuifa's whole person was already confused, and it was really difficult to consider so many aspects in five minutes.

"According to last year's Starbucks financial report, the net profit was about 14.7%, and if the beneficial impact of rent is excluded, Starbucks only has 0.27% of the profit, which is not as good as survival."

"The dilemma faced by Starbucks is mainly due to the disruptors of the Internet, relying on the form of online fission + capital subsidies to seize users from Starbucks' vacant food delivery field."

"In order to change this situation, Starbucks abandoned the tradition that coffee must be consumed offline, chose to follow the local customs, and survived the wave of capital and successfully achieved nirvana rebirth with the brand."

"How did you survive? Aren't you going to talk about it in detail? Xu Jianren asked.

"Time is limited, and the information has not been collected, so I dare not draw conclusions." Wang Kuifa said frankly.

Xu Jianren was not embarrassed, motioned for the other party to sit down, and commented pertinently: "Yes, it is undoubtedly qualified to sort out such an answer in a few minutes, please take a seat." ”

"The exam should have this kind of rigorous attitude, not only to coordinate the overall situation, but also to highlight the key points, measured by 10 points, Wang Kuifa's answer can get at least 6 points."

"Made, it's only 6 points, so I'm not even hanging on to get 0.5 points?" Chen Bo scratched his head, this gap was really generated in the comparison.

Xu Jianren immediately summoned another lucky winner, the other party's focus is similar to Wang Xu's, first judging the current situation through the growth rate of the tea industry and the coffee industry, and concluding that the coffee industry is not weak, but the growth rate is slow, and it has failed to meet the expectations of the industry.

Then he compared the ingredient quality of Starbucks, Lian Coffee, Luckin Coffee and convenience store coffee, and symbolically made an ABC grade according to the principle of the scoring system.

"The judges have worked hard." Xu Jianren wanted to laugh when he heard it, but seeing that the girl worked so hard, he was embarrassed to poke it in front of him.

"After all, Chinese people drink less coffee, and after so many years, the consumption level is not in line with international standards."

Wang Xu thought about it, it seems that when the imported products come ashore, they will always have a layer of gilded halo, obviously everyone receives a share of food, why do I buy less rice than others.

After thinking about it, he felt that his face was enough, and his stomach was naturally full.