第一批“村咖”开不下去了，“主理人”们做错了什么？

Core Viewpoint - The "village coffee" trend, which initially saw rapid growth, is now facing significant challenges as many entrepreneurs struggle to maintain profitability and sustainability in their coffee shops [5][9][10]. Group 1: Market Overview - The "village coffee" concept gained popularity as urban dwellers sought a connection to nature, leading to a surge in coffee shops in rural areas, particularly in provinces like Zhejiang and Guizhou [7][8]. - As of October 2024, the number of village coffee shops in China has exceeded 44,000, with significant concentrations in areas like Anji County, which has over 300 shops generating a market size of 121 million yuan [7][8]. Group 2: Entrepreneurial Challenges - Many village coffee shop owners are experiencing financial difficulties, with some reporting daily revenues as low as 200 yuan, leading to closures after significant losses [5][8][10]. - The primary issue for many entrepreneurs is a lack of understanding of the business fundamentals required to operate a coffee shop, including location selection and customer engagement [10][12]. Group 3: Operational Insights - The success of a village coffee shop heavily relies on its ability to attract a consistent customer base, which is often seasonal and dependent on weekends and holidays, creating a "feast or famine" scenario [10][11]. - Many owners underestimate the hidden costs associated with rural infrastructure, such as renovations and utilities, which can significantly impact profitability [14][15]. Group 4: Marketing and Customer Engagement - Effective marketing strategies are crucial for the survival of village coffee shops, yet many owners lack the necessary skills to promote their businesses effectively, often relying on inadequate social media efforts [15][16]. - The core appeal of village coffee shops lies in their unique ambiance and emotional experience, which requires targeted marketing to attract the right clientele [15].