第一批“村咖”开不下去了

Core Viewpoint - The "village coffee" trend, which initially thrived, is now facing significant challenges as many entrepreneurs struggle to maintain profitability and are forced to close their shops [4][5][6]. Group 1: Market Overview - The "village coffee" concept gained popularity as urban dwellers sought a connection to nature, leading to a rapid increase in the number of village coffee shops, with over 44,000 nationwide by October 2024 [5][6]. - In Anji County, Zhejiang Province, there are over 300 village coffee shops, generating an industry scale of 121 million yuan [5]. - Despite the initial excitement, many first-generation village coffee shop owners are now experiencing operational difficulties, with some reporting daily revenues as low as 300 yuan [6][10]. Group 2: Challenges Faced by Entrepreneurs - Many entrepreneurs entered the village coffee market without a clear understanding of the business requirements, leading to poor location choices and inadequate customer engagement strategies [8][10]. - The customer base for village coffee shops primarily consists of urban consumers seeking a temporary escape, but many shops are located in hard-to-reach areas, limiting foot traffic [10][11]. - The business model often results in seasonal fluctuations, with high customer volumes during weekends and holidays but low traffic on weekdays, creating a "feast or famine" scenario [10][11]. Group 3: Operational and Financial Hurdles - The low entry barrier for starting a coffee shop can be misleading, as hidden costs related to rural infrastructure can significantly impact profitability [12][14]. - Many entrepreneurs underestimate the costs associated with renovations and basic utilities, leading to budget overruns and financial strain [12][14]. - Effective marketing and customer acquisition strategies are crucial for survival, yet many village coffee shop owners lack the necessary skills and knowledge to attract and retain customers [15][16].