Yanzi Valley of Jingcheng

Chapter 94 Bobcat Cafe

"Mr. Xiao, have you been in this business for so long, did you find it particularly difficult?"

I don't know if it is to help Xiao Jie relieve the pressure, or for some other reason, Ren Tianxing asked this suddenly, Ren Tianxing himself also wants to know the answer to the question, because Xiao Jie has encountered obstacles, and he will most likely encounter them in the future. arrive.

Ren Tianxing originally thought that Xiao Jie would mention Hu's Technology. As an investor who is well-known in the industry for his professional ability, it must be the most difficult time for the company he invested in to go bankrupt, but Xiao Jie's answer was unexpected.

"The hardest time... is probably when the founders don't care about money."

"Ah?" Ren Tianxing couldn't react for a moment.

"For a good project, there must be many people robbing it. What's the difference in money at this time? Other companies want your money and their money are the same." Xiao Jie said, "Although Jinquan Group is a big fund, we are not without it. Impossible."

Ren Tianxing was about to continue asking, but at this time they were only 2 minutes away from the destination. In order to stop at the exact location, Ren Tianxing had to temporarily give up asking for advice and concentrate on watching the road.

The name of this coffee shop is very interesting, it is called "Bobcat Cafe", and the cafe is full of people inside and outside.

Ren Tianxing has heard the name Bobcat before. It is an Internet celebrity coffee shop with a warm and comfortable atmosphere. Ren Tianxing saw books and colorful cats everywhere.

In addition to echoing the theme of the cafe, these cats can also be used by various Internet celebrities to take pictures.

When Xiao Jie and Ren Tian walked in, the boss hadn't arrived yet. They were greeted by a middle-aged woman with short hair, plain face, and an honest face. She was the manager of the store.

Ren Tianxing studied the menu carefully and found that the main product of this store is not coffee, but milk tea.

Drinks such as Brown Sugar Bobo Dirty Milk, Coffee Red Bean Roasted Milk, etc. are full of delights, and most of the queues are young girls.

"This is the store with the worst location." Xiao Jie reminded Ren Tianxing in a low voice, "It's still the same, I ask, you remember."

"Okay!" Ren Tianxing quickly turned on the computer and began to record the content of the meeting between Xiao Jie and the middle-aged female store manager.

The two chatted from the daily flow of the coffee shop, the average number of drinks sold each month, and the speed of new products to the customer's user portrait.

At the beginning, the female store manager's answers were in the flow, but when Xiao Jie asked, "How much is your family's gross profit?"

"The gross profit is... uh... 30%."

Hearing the figure of 30%, Xiao Jie didn't quite believe it, "Is it only 30%? Isn't it? Generally, the gross profit of beverage stores is in the range of 50% to 70%."

The female store manager rubbed her fingers, Ren Tianxing could see that she was a little nervous, only to hear Xiao Jie slow down his tone, "That's right, the cost of raw materials you purchase for a cup of coffee or milk tea, I'm only talking about the cost of raw materials, accounting for the total selling price What is the percentage of?"

"The cost of raw materials accounts for about 30% of the selling price." The female store manager said.

"Then your gross profit is 70%." Xiao Jie smiled, "The gross profit is the selling price minus the cost of raw materials. Didn't you know this calculation?"

"No, no... I didn't realize it all at once..." The female store manager hurriedly explained.

"Oh Mr. Xiao! Sorry for being late!"

At this time, a man with pigtails on his head arrived late, and Ren Tianxing reckoned that this man should be the founder of this Bobcat Cafe.

The founder's surname is Dong. Not only does he wear pigtails and a goatee, but he also has a green apron hanging on his tall and thin body.

The man had high cheekbones and a unique temperament. Ren Tianxing always felt that the apron on this man was not like a chef or a tea blender, but like an artist.

The man invited Xiao Jie and Ren Tianxing to taste a variety of drinks in the store. Ren Tianxing thought it was really delicious, similar to coffee-flavored milk tea, the sweetness was very light, but there was a strong aroma of coffee.

"Mr. Dong, the blind test we mentioned earlier..." Xiao Jie reminded.

"No problem, no problem!" Dong Zong said to the female shop assistant, "Go, let them make 100 cups of brown sugar Bobo Dirty Milk!"

"It's ready," said the shopkeeper.

"Yes! Efficiency! Put it out! Remember to take the unlabeled green cups!" After Dong Zong finished speaking, he called three shop assistants, "You three, go to Heytea next door to buy a hundred cups of milk tea, and then put them all in white unlabeled cups. In the cup."

Ten minutes later, the lively "blind test" milk tea activity began.

The purpose of the activity: Let 100 passers-by judge whether the milk tea from Bobcat Coffee or Heytea is better.

The specific plan of the activity: Let each passer-by taste the drink in the green cup and the white cup respectively. They don't know which store's drink is in the cup in advance. After drinking, they need to keep the cup that tastes better between the two. , and the other cup is thrown away. In the end, you only need to count whether the color of the remaining cups is more green or white. Green represents Lynx Coffee, and white represents Hey Tea.

Ren Tianxing was dumbfounded by Xiao Jie's market research method, which is too straightforward. If the last 100 passers-by prefer Hey Tea, can this store not be voted for?What's more, the quality of the employees in their store needs to be improved. As a store manager, I don't even understand such a simple concept as gross profit.

Ren Tianxing noticed that Xiao Jie was carefully observing each guest's reaction after drinking the two drinks. Xiao Jie asked Ren Tianxing to randomly catch these passers-by. Although some people threw away the green cups, they still praised the green cups. The coffee taste is stronger, and those who prefer coffee-flavored milk tea will naturally choose the green cup.

The blind test was carried out for three 10 minutes, and the final result is:
The number of Heytea cups left on the table is 4 more than that of the Bobcats, 52:48, the score is very close.

"Mr. Xiao, you have to know that there are few people in China who like to drink coffee. Everyone drinks milk tea, and what they drink is either milk or tea, right? If my taste is opened in Europe or the United States, it will definitely be very popular. We are currently in Chicago. We have opened two stores, and the business is very good.”

Xiao Jie patted Mr. Dong on the shoulder and signaled him not to worry, "Your store is not specialized in making milk tea, and it is pretty good to be able to compete with Hey Tea. In fact, in my opinion, you and Hey Tea's customer base Although there are overlaps, the appeals are different, your store is more refined and more emotional, in fact, what you are marketing is an environment for drinking coffee and milk tea, such as the books and cats in your store.”

"That's right..." Dong Zong immediately echoed, "Oh, my store manager must have been too nervous just now, how could Maori not know!"

"It's okay even if you don't know." Xiao Jie smiled. "Even if the overall quality of the employees is lacking, it doesn't affect your monthly cash flow. It shows that your company still has great potential for optimization and has a bright future."

Ren Tianxing didn't know if Xiao Jie was speaking politely to the other party, or if he really thought this coffee shop had a future.

The artist-like Dong Zong greeted Xiao Jie for another ten minutes, and then he was busy with the business in the store.

On the way back, Ren Tianxing was still driving, and he asked Xiao Jie, "Mr. Xiao, how is this company? Can you vote?"

"If this house is to be robbed, they may not be willing."

"Ah?!" Ren Tianxing was stunned, "Isn't it? The boss has such a good attitude, and even took out 100 cups of milk tea, I thought..."

"It's just for saving face. He also wants to know the result of the blind test. I made an appointment with Dong Zong three times." Xiao Jie said, "And how long did it take us to chat with the store manager before he arrived? Those who follow us to pay will definitely not be late."

(End of this chapter)