I urgently need a social practice survey report

Summer Social Practice Report - Analysis and Insights on the Current Situation of the Coffee Industry

Facing the fiercely competitive and difficult employment situation, the college proactively adopted social practice measures, namely "eating "Work hard and travel across thousands of mountains and rivers", let us integrate into society in advance, experience life through practice, increase our knowledge, and enhance our comprehensive competitiveness in the future. With good wishes and an uneasy mood, I came to SPRCOFFEE on Hongcheng Road, Nanchang City, for more than a month of summer social practice.

1. Analysis of the current situation of the coffee industry:

In China’s 5,000-year traditional culture, food culture occupies a considerable proportion. Taking Shanghai as an example, there are currently more than 1,000 cafes in the country, with an annual consumption of more than 2 billion yuan. Currently, all domestic star hotels and restaurants designated for foreign tourism have coffee franchises. Many large and medium-sized cities Coffee and bar streets have been opened one after another. Most Grade A office buildings, colleges and universities, large shopping malls, and high-end residential areas have opened venues specifically for coffee. As the younger generation's awareness of coffee continues to increase, the audience for coffee will also grow.

As young people in the 1970s and 1980s gradually enter the workforce and their incomes increase, it is believed that Chinese people’s coffee drinking habits will greatly improve, and coffee consumption will grow rapidly. In 2010, domestic coffee consumption The consumption will increase to 120,000 tons, and the market retail sales will reach nearly 10 billion yuan.

Characteristics of China’s coffee industry: The industry has great growth potential and is highly attractive. Competition is fierce, and the size of the market determines the future risks and uncertainties of the industry. 2. Coffee preparation:

After more than two months of social practice, I have a basic understanding of the coffee preparation process and the required raw materials. Now I will give a brief introduction to several coffee preparation processes:

1. Mocha coffee

Mocha coffee shows a strong New York flavor in a small cup

Preparation method: add 20 ml of chocolate syrup and a very strong dark Fry the coffee, stir well, add 1 tablespoon of cream to float on top, shave some chocolate for decoration, and finally add some cinnamon sticks.

2. Cappuccino

This kind of coffee has a color like the turban worn by Italian monks, so it is named Cappuccino (coffee with cream cubes). Accompanied by cinnamon sticks and topped with lemon juice, it shows a complex flavor

Preparation method: Preheat the deep-fried coffee, pour it into a small coffee cup, add 2 teaspoons of sugar, and then add Float 1 tablespoon of cream on top, drizzle with lemon or orange juice, and insert a cinnamon stick into the cup instead of a small spoon.

3. Mixed coffee

Mix equal amounts of coffee and milk together to create a Viennese-style milk coffee.

Preparation method: first add slightly deep-fried coffee to the cup, pour the same amount of milk into the milk pot, boil over low heat, add cream before foaming, do not wait for the foam to disappear before pouring in On coffee.

There are also Naples-style coffee, hot Mogajiaba Indian coffee, frozen cream block coffee, etc. The preparation process is roughly similar, and the preparation process is not very complicated, so this makes the coffee making process more convenient. The cost is not very high, which means that the overall circulation cost of coffee shops is not high. This should also be seen as a factor in the huge development of coffee shops in China.

3. Elements required to make the coffee shop business bigger and stronger:

1. Accurate location selection: Cafes belong to the category of food, but their main goal is the category of pleasure. .

Due to direct contact with consumers, changes in coffee consumption awareness and consumption structure can be reflected in the management of coffee shops. Therefore, the management of coffee shops requires an understanding of consumer lifestyles and the determination of customer targets. It is a prerequisite for opening a store. Good reputation and appropriate location are the keys to choosing a coffee business. I once heard someone say: If a coffee shop can choose a good and appropriate location, the success rate of the business will be above 70%. If you are in a place with sparse customer footprints, no matter how grand a store you build and how attractive you display the coffee, it will be difficult to achieve your desired sales. The principle of coffee shop sales is to build a store in a place that can fully attract customers (what is usually called a "port"). Especially small-scale coffee shops, because they do not have other comprehensive skills like large coffee shops, so they should pay more attention to the choice of location, which will be the starting point for the success of the coffee shop.

2. Complete varieties and reasonable prices: Excellent coffee, in a cafe, the composition of coffee must be very strong. No matter what kind of coffee it is, if the price is set on the high side, or If the coffee quality is poor, the composition is not complete enough, or the coffee inventory is not large enough, it will immediately affect sales, and naturally it will be more difficult to increase regular customers. In the operation of a coffee shop, we not only have to face competition from various coffee shops in the region, but also from various stores. Therefore, "the beauty of coffee" has become the basis for the success of the store.

3. Excellent service: The most direct one is that when waiting for customers, the service staff in the cafe must have elegant postures and pay attention to clothing, makeup and other appearance; when receiving customers, they must have appropriate manners expressions, attitudes and appropriate responses. All waiters must have extensive coffee knowledge, explain to customers in a timely manner, and also have negotiation skills. In addition, the interior decoration facilities of the store, the attractive and aesthetic bar furnishings, and the lighting of the store must be effectively used to further enhance the promotional effect of the advertising media and provide various service facilities. In short, the service capability of a coffee shop must use the comprehensive activities of the whole store using various factors such as "people", "equipment" and "convenience". In other words, the success of a cafe basically requires the effective use and cooperation of the three elements of "port", "coffee" and "service". The following example clearly illustrates this point:

One day, a customer came to our coffee shop and asked for a cup of hot coffee. The waiter had just brought the coffee to the table. There was the customer's phone number in the business center nearby. The customer hurried to answer the phone and did not come back for about ten minutes. After returning, the customer found that the coffee was cold and complained that the coffee was not hot. The waiter asked the guest for his consent and replaced him with a pot of hot coffee. When the waiter brought the hot coffee to the guest, the guest said embarrassedly: "Sorry, I took too long to answer the phone, so the coffee is not hot. It's not that your product is bad." The waiter looked at the guest. And laugh. Although the reason why the coffee became cold was caused by the customer taking a long time to answer the phone, the waiter did not explain too much to the customer, fully respected the customer, and immediately replaced the customer with a pot of hot coffee after obtaining the customer's consent, which reflected good customer service. Service awareness

4. Internal environment design of coffee industry venues:

1. Internal environment design elements: As market competition becomes increasingly fierce, various stores are evolving in the direction of aesthetics. When a store sells products to customers, it must first display the store's self-image: the overall appearance of the store, that is, the storefront. The products should be good, the prices should be good, and the store should be good. Therefore, for people who pay attention to storefronts, how to accurately convey product information through carefully designed and decorated storefronts; how to design invisible forces with tangible means; how to use the building itself and its internal and external spatial environment to create products according to different scales , shape, location, create a shopping environment with various forms and styles; how to make the store stand out in the colorful and diverse street scene is the key.

2. Why should we pay attention to the internal environment design: the relaxed atmosphere in the cafe. Make people who often feel lonely in public places feel comfortable. Most cafes allow customers to sit there for hours, even if they don't talk to anyone.

After entering the cafe, many customers bury themselves in the computer, reading books or newspapers. This pressure-free atmosphere is also perfect for a first date. For businessmen, a quiet and comfortable coffee shop is also a good place for talks or contact, so the internal environment of the coffee shop is extremely important; the most specific comprehensive expression of the coffee shop is the entire business space. As for how to make the entire business space Being able to be dynamic and show its characteristics depends on the full cooperation of the front and back offices of the whole store.

3. How to design the internal environment: For the in-store business activities of a coffee shop, it can be discussed in two directions. The first is to encourage customers to gather in the store, and then encourage customers to drink more coffee in the future to achieve marketing effects. Regarding the promotion of inbound customers, it is to use various display activities or appeals such as windows and POP to attract customers to come to the store or enter the store. The next step is to use hospitality skills for these guests who come to the store. The configuration at the bar can have an inducing effect, and at the same time, the display can show the characteristics and charm of coffee, and through the combination of categories, specifications, colors, designs, prices, etc., to facilitate customers' leisure, and then supplement it with POP The introduction, special instructions, service demands, etc. are coordinated to promote the drinking decision of customers visiting the store. Of course, the design of coffee shops also requires skills. It represents a kind of culture and art. Nowadays, the design styles of many domestic coffee shops are very similar, but as competition becomes increasingly fierce, the interior environment design of coffee shops has become its competitiveness. An important part of the design, how to design to achieve the effect of customer comfort and satisfaction, currently this level still needs to be explored and explored by the relevant industries.

5. Insights on the coffee industry:

From the analysis of the development status of the coffee industry in China, there is still a relatively broad space for development in the Chinese coffee industry at this stage, but it is necessary to run a coffee shop well. , it is still difficult to optimally maximize profits; in my personal opinion, we can start from the following aspects to do a good job in the coffee industry:

(1) Product strategy

"Customer is God" is a familiar phrase in the business world, but it is not enough to just talk about it in general terms. The reality of product management is to establish a customer-centered product strategy. Fundamental changes in "what products do I have", "what products can I make" and "what products can I provide to customers". Therefore, as an operator, you must have your own product strategy to ensure that you have the capital to compete in the fierce competition.

(2). Price strategy

In the process of restaurant operation, price is an extremely important factor for both consumers and operators. Successful price positioning is a process that requires repeated recognition by both the host and the customer, and benefits for both parties.

Generally speaking, before a restaurant is opened, it is necessary to plan and design the main price range. Once the subject price is determined, it cannot be changed easily. If you change it at will, it will cause ups and downs in the business, and even cause the restaurant to be destroyed. In the restaurant industry, there are many such talents.

(3). Channel strategy

Now is the era when channels are king. To make yourself an excellent coffee shop, on the one hand, you must choose the most appropriate channels according to the characteristics of coffee products; On the one hand, you can also learn from other excellent cafes, make good use of the channel resources in their hands, add value and expand, so that you can develop and grow.

(4). Promotional strategy

Promotional strategy is the so-called selling one's products to customers. If you have high-quality products, you need to let customers know about them; in addition, it can also be achieved through activities. The purpose of selling products as quickly as possible.

(5). Service strategy

I often hear customers who walk into cafes say that the food they eat in high-end restaurants and ordinary restaurants is actually the same. The key difference is what they eat. The services provided are completely different from the consumption environment, so they are willing to spend more money in high-end restaurants. This shows the importance of service to a cafe.

(6). Brand strategy

Brands in catering may be very different from the famous brands we often mention, but no matter what, we hope that customers will trust you. , I believe in the quality of your coffee, and after customers have a concept in their minds that the coffee in a certain restaurant is good, they will be able to operate easily in the future; of course, it is not easy to build your own brand, which is the brand It occupies a large weight in the minds of customers, so building your own brand can make you neutral and invincible in future competition.

The summer vacation is over. This one-month experience will definitely become an important asset in my life. It will inspire me to better face the future. A journey of a thousand miles begins with a single step, and I will walk every step of my life well. Take one step forward, live every day of your life well, and use your own wisdom to create your own tomorrow.

Department of Economics and Management 05 Logistics (5) Class: Lan Bo

2006/09/05