以下文章来源于红餐网 ，作者红餐编辑部 红餐网 . 做餐饮，上红餐 ！一个有温度的餐饮产业服务平台。 将投中网设为"星标⭐"，第一时间收获最新推送 懂做咖啡的老板，不一定懂如何开店。 从大环境上看，"乡村+咖啡"明明是一个站在风口的新消费业态，为何看起来的"好生意"就做垮了 呢？ "冰火两重天" 生活在钢筋水泥里的都市人拥抱自然的渴望正在持续升温。从《去有风的地方》爆红开始，乡村就成 为城市灵魂触手可达的"诗与远方"。 在这样的背景下，村咖业态开始爆火。浙江省安吉县是全国著名的"村咖聚集地"，目前该地有超过 300家乡村咖啡馆，催生出1.21亿元的产业规模。 距离贵阳仅1.5小时车程的清镇市，村咖数量就从去年底的7家增加至如今的26家；广东中山市的崖 口村，常住人口约为3400人，却有超过30家村咖，密度远超北京、上海这些大都市；再将视野扩散 至全国，据《光明日报》报道，截至2024年10月，全国村咖数量已突破4.4万家。 然而，市场持续火热的同时，第一批"村咖主理人"却陷入了经营困境。 作者丨卢子言 编辑丨笛子 来源丨红餐网 2023年刮起的"村咖"热，今年已经开始降温了。 在"单日狂卖8818杯""最快1 ...

汉阳区天创云和樾、天创长江云栖风华、天创坦达·月湖云庄等楼盘售楼部设立了观赛 专区。比赛当天到访天创项目，即可免费畅饮清凉饮品，赠限量好礼（先到先得）。 汉超球迷的球赛票根也可在汉阳区多处商家享受优惠折扣。凭球赛票根到世茂希尔顿酒 店、国博华美达广场酒店均可享优惠。 编辑：李智恒 本周末，"汉超"汉阳赛区战火继续。为了给汉阳区代表队应援，汉阳气氛组上线，户外 大屏、商场大屏、摩天轮灯光秀等地助威口号刷屏。 汉阳区为无法前往赛场观战的球迷设置了10个直播观赛点。联动酒店、美食街、咖啡馆 等数十个商家推出"只要汉阳区代表队进球，消夜给你打'骨折'！"等惊喜优惠活动。 鹦鹉巷子、十升路美食街、五里市集、龙阳湖东路美食街、江腾广场等汉阳消夜热门地 推出球迷消费立减，进球打折、进球送啤酒、"观赛套餐"打8折等优惠活动。 不少咖啡馆也应声而出，推出球迷联名和特调咖啡，为球迷提供场地直播看球。云墨咖 啡特别推出"汉超"汉阳区代表队联名咖啡"声浪"，用龙井抹茶为基底如绿茵足球场，咖啡分 层如人潮涌动，顶部撒跳跳糖是赛场沸腾的氛围，奶油也寓意加油汉阳区代表队。Hooman 户慢咖啡艺术，在汉阳区代表队比赛期间，推出汉阳联名咖啡 ...

Core Viewpoint - The article discusses the challenges faced by rural coffee shops ("village cafes") in China, highlighting the gap between idealistic entrepreneurial visions and harsh market realities. It emphasizes the need for a more sustainable business model that integrates with local communities and diversifies offerings to survive in a competitive landscape [2][11][19]. Group 1: Entrepreneurial Journey - The protagonist, 若岚, transitioned from a high-pressure urban job to opening a village cafe in Shanxi, driven by a desire for a more fulfilling life [4][7]. - Initially, the cafe was successful during holidays, generating significant revenue, but the business model proved unsustainable due to a lack of consistent customer traffic outside peak times [9][11]. - After 26 months of operation and losses exceeding 650,000 yuan, the cafe was closed, reflecting a broader trend of failure among similar ventures [11][14]. Group 2: Key Challenges Identified - **Misguided Positioning**: The cafe's concept was based on aesthetics and emotional appeal rather than addressing actual consumer needs, leading to a fragile business model reliant on fleeting trends [11][13]. - **Single Business Model**: The reliance on social media-driven traffic without creating a community or repeat customer base resulted in low customer retention and profitability [11][13]. - **Demand Mismatch**: The cafe failed to recognize the differences in coffee culture and consumer behavior between urban and rural areas, leading to a business model that could not sustain itself outside of holiday periods [13][14]. Group 3: Future Directions for Village Cafes - **Product Diversification**: Successful models should integrate local products and stories, transforming the cafe into a hub for local goods rather than just a coffee shop [19][20]. - **Cultural Integration**: Emphasizing local culture and history in the cafe's design and offerings can create a more authentic experience that resonates with visitors [20][21]. - **Community Engagement**: Building a community around the cafe, where locals participate in activities and events, can foster loyalty and repeat visits [21][22]. - **Shared Benefits**: Establishing a cooperative model where local residents share in the cafe's success can enhance community ties and ensure sustainable operations [22][23].

Core Viewpoint - The article discusses the challenges faced by rural coffee shops ("village cafes") in China, highlighting the gap between idealistic entrepreneurial visions and harsh market realities. It emphasizes that many such ventures fail due to misaligned business models, incorrect market positioning, and lack of sustainable demand [14][20][41]. Summary by Sections Entrepreneurial Journey - The story of a former media worker who opened a village cafe in Shanxi, initially filled with passion but ultimately faced significant losses, totaling over 650,000 yuan after 26 months of operation [5][11]. - The cafe's initial success during holidays was misleading, as the local population was insufficient to sustain business outside peak times [9][11]. Challenges Faced - The entrepreneur misjudged the market, believing that a picturesque setting and coffee would attract customers, but failed to account for the lack of daily demand [15][19]. - The business model relied heavily on seasonal traffic, with no repeat customers or community engagement, leading to unsustainable operations [17][19]. Industry Insights - Over 60% of village cafes are struggling to maintain operations, with many closing within six months due to a lack of viable business models [22]. - Successful examples in the industry, such as those in Anji, demonstrate that a strong foundation in local resources and community engagement is crucial for sustainability [26][28]. Future Directions - The article proposes a "village cafe 2.0" model that includes: 1. **Product Diversification**: Expanding offerings beyond coffee to include local products and experiences [32]. 2. **Cultural Integration**: Maintaining local architectural styles and cultural elements to enhance authenticity [34]. 3. **Community Engagement**: Creating spaces for local events and fostering relationships with customers to encourage repeat visits [36]. 4. **Shared Benefits**: Involving local residents in the business model to create a community-driven profit-sharing system [40]. Conclusion - The article concludes that the village cafe concept is not inherently flawed but requires a shift in approach, focusing on integration with local culture and sustainable business practices rather than merely replicating urban coffee shop models [41].

Core Insights - The article discusses the challenges faced by rural coffee shops, particularly the "village coffee" concept, highlighting the gap between idealistic visions and harsh realities of running such businesses [22][34][62] Group 1: Business Challenges - The protagonist, 若岚, experienced significant financial losses, with over 650,000 yuan in losses after 26 months of operation, indicating the financial strain of running a rural coffee shop [6][21] - Initial success during holidays was misleading, as the business could not sustain itself during the off-peak periods, leading to a decline in sales [15][20] - The rural coffee shop model often relies on a fragile customer base, primarily attracting visitors from nearby cities during holidays, which is not sustainable for long-term operations [18][32] Group 2: Misalignment of Expectations - 若岚's initial belief that a combination of coffee, scenic locations, and emotional value would guarantee success proved to be misguided, as coffee is not a necessity in rural areas [25][32] - The article emphasizes that many rural coffee shops fail to create a repeat customer base, relying instead on one-time visitors drawn by social media trends [27][30] - The demand for coffee in rural areas is not consistent, leading to a business model that is heavily dependent on sporadic weekend and holiday traffic [32][34] Group 3: Lessons Learned - 若岚 identified three major blind spots in her business approach: incorrect positioning, a singular business model, and misaligned demand [25][28][32] - Successful rural coffee shops have diversified their offerings and created community engagement, unlike the protagonist's model which lacked depth and variety [31][58] - The article suggests that the future of rural coffee shops lies in integrating with local culture and community, rather than merely replicating urban coffee shop aesthetics [50][55][61] Group 4: Future Directions - The article proposes a "village coffee 2.0" model that includes product diversification, localization of space, and community co-creation [51][54][57] - Successful examples like 江西湖陂村's 米乳咖啡 demonstrate the potential for rural coffee shops to sell local products and stories, rather than just coffee [52][53] - The need for a sustainable business model that respects local culture and engages the community is emphasized as essential for the longevity of rural coffee shops [60][62]

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Core Viewpoint - The article discusses the emerging trend of "Coffee Raves," a cultural phenomenon where people gather in cafes to enjoy music and dance without alcohol, representing a shift in nightlife culture towards healthier and more conscious socializing [3][12][30]. Group 1: Coffee Raves Concept - Coffee Raves are characterized by being held in cafes or public spaces, occurring during normal cafe hours, and featuring non-alcoholic beverages like coffee, tea, and juices, with electronic music as the primary genre [12][14][30]. - This trend began in cities like Amsterdam, London, and New York, and has spread globally, including cities like Brisbane, Dubai, and Mumbai [14][15]. Group 2: Cultural Shift - The article highlights a generational shift, particularly among Gen Z, who are increasingly favoring sober socializing, with 63% of them preferring alcohol-free social activities [28]. - The concept of "Sober Socializing" emphasizes genuine human interaction through activities like music and exercise, moving away from the traditional reliance on alcohol for socializing [28][30]. Group 3: Economic Factors - Coffee Raves are more cost-effective compared to traditional nightlife, with entry fees typically equivalent to the price of a coffee, ranging from 20 to 50 yuan, contrasting sharply with the high costs associated with clubbing [31][32]. - The article notes that the rise of Coffee Raves may be linked to the decline of traditional nightclubs, with over 7,000 bars closing in the UK over the past decade [40]. Group 4: Future of Nightlife - The article suggests that rather than the death of nightlife, there is a transformation occurring, where traditional club culture is adapting to new values and preferences, reflecting a desire for both communal celebration and individual clarity [50][51].

Core Insights - The article highlights the transformation of Deqing County in Zhejiang Province, where the "village coffee" model has revitalized rural areas and attracted young entrepreneurs, creating a narrative of shared prosperity [3][5][6] Group 1: Economic Development - The "coffee+" model in Deqing has awakened dormant resources, leading to the establishment of various coffee shops that attract tourists and promote local entrepreneurship [3][4] - The Grien Cafe, located in a former abandoned mine, has become a popular tourist destination, receiving over 2,000 visitors daily during the May Day holiday [3][4] - The local government has identified 64 idle properties and 20 parcels of underutilized land to promote tourism and economic activity [3] Group 2: Entrepreneurial Opportunities - Over 70% of the coffee shop operators in Deqing are young entrepreneurs born in the 1990s and 2000s, indicating a trend of youth engagement in rural entrepreneurship [6][7] - The transformation of old production facilities into cafes, such as the "Rice Field Coffee," showcases the innovative spirit of young entrepreneurs in the region [5][6] - The establishment of diverse business models, including cafes, homestays, and e-commerce, has created a "coffee + diversified business" ecosystem in the villages [7] Group 3: Tourism and Community Engagement - The ecological improvements in the region have led to an increase in tourist visits, with over 150,000 annual visitors to the Yangbian Cafe, which is situated near an ecological wetland [6] - Community involvement is evident as local residents participate in the creation and operation of cafes, fostering a sense of ownership and collaboration [7] - The rise of unique coffee experiences, such as the cave cafe and rice field cafe, enhances the attractiveness of Deqing as a tourist destination [4][5]

Group 1 - The core viewpoint of the articles highlights the challenges faced by middle-class entrepreneurs in the restaurant industry, particularly in coffee shops, tea houses, and bars, which have become less profitable in recent years [3][30]. - A report indicates that nearly 40% of the new middle class in China is seeking career transitions, with a significant increase in entrepreneurship, particularly in the restaurant sector [1][29]. - The restaurant entrepreneurship market is characterized by high fixed costs and low net profits, making cash flow critical for survival [18][31]. Group 2 - Middle-class entrepreneurs often enter the restaurant business not out of necessity but for personal interests or lifestyle aspirations, leading to a disconnect between their expectations and the harsh realities of the market [7][12]. - Many entrepreneurs, like Xiao Yu and An Qi, underestimated the difficulties of running a restaurant, resulting in failures due to a lack of market understanding and overconfidence [10][19]. - The economic downturn has led to a shift towards rational consumption, negatively impacting the restaurant sector, especially those focused on luxury experiences [22][30]. Group 3 - The restaurant industry faces severe competition and market saturation, with many similar establishments diluting customer interest and loyalty [24][28]. - The rise of chain brands has intensified competition, making it difficult for independent shops to survive due to their lack of brand recognition and marketing resources [26][28]. - Despite the challenges, the enthusiasm for restaurant entrepreneurship remains high, driven by ongoing employment issues and workplace pressures [29][30]. Group 4 - The complexity of the restaurant business requires a deep understanding of various operational aspects, from supply chain management to customer service, which many entrepreneurs fail to grasp [31][32]. - The current market environment is particularly harsh for individual entrepreneurs, necessitating a long-term commitment and continuous skill enhancement to succeed [35][36].