Is craft beer the next venture outlet, and the prospect will be better?

Craft brewing has never been a slogan. As a master brewer from the media, I never want refined acid to become the so-called outlet. Let's briefly talk about it from three aspects:

First, circle the money market.

There used to be a winery in Shandong that asked me to advertise for him. I always talk about products. If the product is excellent enough, I will help him do it through my meager influence. Soon the wine arrived, first look at the name, a messy foreign name, and define yourself as IPA. Think of IPA as IPA, maybe the wine is delicious. After opening the bottle, a strange strong smell of wine came to the nose: "Is this tm IPA?" Sure enough, it tastes strange, not to mention the hops and oranges that IPA should have, even the industrial beer Asahi is not as good as it is.

Later, I told him that I would buy this wine for myself. Don't give me money, just do it. Later, it was found that there were not a few such people. The boss used to be a catering employee. When he saw that the industry was brewing to make money, he threw himself into it. As a result, he didn't know anything, and the wine garbage he made was terrible. This is the price of the so-called tuyere: more and more amateurs are pouring into the market, which not only fails to make good products, but also makes the whole environment a mess, making more ordinary people start to hate fine brewing and this market. I wanted to be bigger and stronger, but I didn't expect it to get worse and worse.

Second, this business is really unprofitable.

Many people think that craft brewing is very profitable, but it is really not. As far as the current environment is concerned, consumers have no money and are highly sensitive to prices, so you can't set your price too high. In addition, due to the external environment such as virus, Russia and Ukraine, the cost of raw materials is also rising. In addition, if you work offline, all kinds of closures, rents and personnel turnover are all costs without exception. Can you stand it?

Third, exclusivity is too weak.

There are too many low-alcohol wines on the market now. Craft brewing itself belongs to a branch of beer. In addition, there are many low-alcohol wines, such as fruit wine, plum wine, soda water wine, sparkling wine and so on. You can't compete with them. Do you know the boss who makes fruit wine now? Many of them were born in the past. They specialize in brand marketing, from marketing to product packaging design to user psychological analysis. What are you arguing with others?

Fourth, let's start with the pub.

Pubs, shops or street shops are the most popular shops. Everyone thinks that these shops have a low threshold and there is no pressure to open them. They brainwash someone every day and say that they can earn 65,438+10,000 yuan a month. What are you thinking about? Your total investment in a small shop is only 65,438+10,000 yuan, and you are still making friends and relatives in minutes. If you can earn 65,438+million yuan a month, someone else will make a short video and invite all your relatives to open a pub all the time.

The normal income of pubs is: the standard investment of a store is about 200 thousand yuan. If the business is good, the money can be repaid in four months at the earliest, but the normal repayment period is 10 month or 1 year. Some poor operations take 1.5 years, not to mention how much money can be earned. There is a magical place in the pub. As long as you can live 1 year, you can easily live for 2 years, and those who can live for 3 years can persist for 4 years. For more than 5 years, you will basically play as a personal IP. If you can't open a pub, a group of people will follow you.

There is another objection. Those online celebrity shops can have tens of thousands of turnover every day. You should look for online celebrity shops around you. This kind of store depends on how much people spend on promotion next month. Of course, they can earn tens of thousands of dollars a day. The superficial data is not good, where can it develop so fast? Find out how many online celebrity shops around you have not closed down for more than two years, and they are likely to have closed down or changed their signboards. A well-run pub is a business that can make money steadily, but it is by no means a business that can make quick money or explode in January.

Fifth, talk about homemade shops that many people like.

Investing in a store, which is full of all kinds of brewing equipment, is really sweeter than first love, and cool enough and fashionable enough. In reality, the equipment cost accounts for more than 40% of the investment in such a self-brewed shop. From raw materials to production, the whole delivery and raw material packaging are completed by the equipment side one by one, which has nothing to do with you. You really want to be a winemaker as long as you have enough time to put it in. Equipment comes and goes with only a few smells. Do you still want to develop new products yourself? Sorry, you have to buy all kinds of raw materials and make them yourself. At present, some equipment is controlled by computer, and your DIY formula is not supported. Finally, you have to listen to the instructions and fill the medicine according to the prescription of the raw material supplier.

Even if you succeed and can skillfully brew a wine, how can you ensure that every batch tastes the same? At present, there are not many hops planted in China, mainly imported, and most of the imported hops are bought in advance by several major wineries around the world. Yes, and the price is high. The above part is just finished wine, and then we have to go back to the operation of opening a pub. The product is in hand, so you can only drink it yourself if you don't make a deal.

Various studies: professional knowledge, operation management, membership management, promotion and marketing, etc. Now I have to help manage and maintain the machine from time to time. Therefore, those who are not keen on craft brewing or have played with various barrel products at home are not recommended to enter. The cost of self-brewing is also very low. With the maturity of craft beer technology, brewing is becoming more and more simple. I can only say that sour wine is getting simpler and simpler, but the cost is not low at all.

The above problems are very basic for opening a craft brewing shop. In today's economic situation and social pressure, many small white brains can't start businesses as soon as they are hot. I have worked in youth travel and coffee shop related industries, and also started a business. I have met some friends with ideas, who started and then lost all their money, including some with strong capital or high academic qualifications. A good product needs real understanding, and then there is hope through unremitting efforts. If you can really go deep into it, stick to it and correctly judge the risks, then you can do it! In fact, it is not only craft brewing, but also many industries. Moreover, for craft brewing, a technical and niche industry, if it is just a business without love, there will be many difficulties in the future. These industries are very suitable for people who are both poets and businessmen.

If you are not a fan of craft beer, but an investor, it is not recommended to enter the business; If you are an enthusiast and want to do what you like with enthusiasm and support yourself by the way, it is not recommended to enter the industry. The problem faced by the craft beer industry is that the potential consumer groups are weak, so it is hard to imagine that practitioners need to vigorously promote beer culture and cultivate customer groups while doing business. Due to the limitation of cost and import price, the price of craft beer is relatively high, excluding consumers with lower income. In other words, people who consume craft beer must have a certain income base and their own aesthetic pursuit of life and taste. In a city, such people must account for a few or even a few of the total.