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首批开“村咖”的年轻人,已经亏了上百万
Hu Xiu· 2025-07-21 03:44
Core Insights - The rise of "village cafes" reflects a shift in consumer preferences towards unique rural experiences, blending coffee culture with scenic environments [1][10][11] - The initial success of village cafes has led to a surge in new openings, but many are now facing challenges due to oversaturation and lack of differentiation [8][21][43] Group 1: Market Dynamics - Village cafes have become a popular entrepreneurial choice for young returnees, driven by the allure of combining rural charm with profitability [5][21] - In Anji, a small county with a population of less than 600,000, there are over 300 village cafes, attracting more than 6.15 million visitors annually and generating a revenue of 121 million yuan [3] - The village cafe model has gained traction post-pandemic, as urban dwellers seek more relaxed and immersive travel experiences [10][11] Group 2: Challenges and Criticisms - The phenomenon of "one village, one flavor" has emerged, with many cafes offering similar decor and menu items, leading to a lack of uniqueness [6][22] - Many cafes are struggling to maintain profitability, with some only operating seasonally due to reliance on tourist traffic [42][43] - The rapid expansion has resulted in some cafes being built without proper adherence to local culture or environmental considerations, leading to accusations of cultural dilution [27][28] Group 3: Consumer Experience - The appeal of village cafes lies not just in the coffee but in the emotional and experiential value they provide, often set in picturesque locations [12][14] - However, consumer feedback indicates that the actual experience may not meet expectations, with complaints about high prices and inconsistent quality [30][31] - The need for continuous innovation to attract customers has become critical, as many cafes struggle to maintain interest beyond initial visits [40][42]