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With the rapid development of the domestic wine market, the domestic consumers' acceptance of foreign wines is also increasing. Because of the brilliant colors, sweet and sour taste of cocktails, the single-point rate at the bar is getting higher and higher. However, a reporter from Beijing Commercial Daily found that the cost of raw materials for cocktails with a price of nearly one hundred yuan accounted for only one-tenth of the cost, and the high profits index was self-evident. Not only that, but shoddy, messy, and consumer spending are all flooding the industry.
Third-tier cities KTV low-cost wine, fake wine flooding
In recent years, the bar has developed rapidly and rapidly along with the domestic nightlife. The first-tier urban bars can be said to be everywhere, but the bar coverage in the third-tier cities is relatively low. Relevant data show that the coverage of most third-tier cities in China is zero.
With the rise of bars, cocktails are becoming more and more well-known to consumers. There are even professional cocktail bars in first-tier cities. Cocktails are more likely to appear in KTVs and other comprehensive entertainment venues in third-tier cities. It can be seen everywhere that industry is chaotic.
A person in charge of a bar in Beijing’s Sanlitun District reported to the Beijing Commercial Daily that many of the so-called high-end cocktails sold by KTVs in third-tier cities were made from the cheapest base wines and some were even fake wines. A glass of cocktails priced at 70 yuan under normal circumstances, the raw material cost is about 10 yuan, and if the bartenders can easily control the cost within 5 yuan. For example, guests order a cocktail, but the bartenders do not modulate in the face of the guests, so it is hard to know which raw materials to use. In KTV and other entertainment venues, consumers can not intuitively see the process of brewing wine, so that the intermediate link can be easily completed in sub-filled cases. The store daring to do it, consumers are kept in the dark, for the drink What level of wine is also unknown.
In this regard, industry sources said that the domestic cocktail market is much more chaotic than the foreign wine market. Unlike other pure drinks, cocktails need to be blended and then consumed. This has led many speculators to see opportunities for greater profits. This situation is particularly prominent in the third-tier cities. After all, local consumers have not yet formed a consumer climate for cocktails. Many of them are psychedelic attempts and have little understanding of cocktails.
This situation is rarely seen in first-tier cities, because consumers in first-tier cities have relatively certain understanding of cocktails and can distinguish the quality of wine. Few bars will use their own signboards for profit. After all, business is Long-term benefits. Shanghai Bar. Constellatio bar mixologist Jianqiang Jiang said.
High bar master bartender is pure flicker
According to a survey conducted by the Beijing Commercial Daily reporter, in addition to the promotion of various holiday promotions and new taste cocktails, the bar occasionally invites master bartenders to prepare cocktails to attract consumers. However, if you want to taste the work of the master, you will need to pay more.
“I often go to the bar to regularly invite the top masters of Japanese or European bartenders to help out. The cocktails prepared by the masters are not only limited every day, but are also about twice as expensive as normal bartenders. I personally feel that the taste is almost the same. But I can drink the cocktails that the world-class bartenders have prepared for me personally. I think it's worthwhile to spend more money.†The nightclub owner, Miss Tian told Beijing Business Daily reporter.
Mao Jianqiang said that in the industry, the price of high-alcoholic cocktails is not recognized because the number of awards won by a bartender is the most important. Even if it is a world-class bartender, it is Cocktail guests do not like it, so there is no market, let alone sell at a high price. Bartender honors and the bar itself are also closely related, so some bars will also use the honors obtained by bartenders as a way to better attract consumers.
All cocktails are priced with reference to raw material costs. A junior bartender uses top-quality raw materials, while bartender masters use the most common raw materials and does not discuss how the tastes are. Wine is more expensive because raw material costs are there and cannot be changed. The cocktail industry people explained the relationship between the master and the cocktail pricing.
It is reported that the pricing of domestic cocktails in bars has not introduced relevant policies. Generally, bar owners charge their own prices, but the industry still has a basic price. Different bars are priced based on their geographical location, the average price of the consumer, and the bar's early investment.
“Although there is no uniform pricing standard, there is still an interval in the industry. It is also very common for some bars to flick the “master card†to increase profits, and consumers are very common.†Mao Jianqiang said truthfully.
Profit 700% mid-range bar six months
According to a survey conducted by the Beijing Commercial Daily reporter, the cost of cocktails is mainly raw materials, labor costs, and the overall cost of the store. The labor costs and the overall cost of the store are invisible, and the raw material costs of wine are very easy to calculate. Take a glass of golden Tony for example, its raw materials are gin, lemon, tonic. A bottle of gin can be dispensed with about 15 cups of Jin Tony. Now the price of gin used in the market is 80 RMB, and the price of a glass of Jin Tony is about 5.3 Yuan. The soup is 2.5 ounces. For $1, the cost price for a glass of Jin Tony is $9.8. Now, the general selling price for a glass of Jin Tony on the market is $70-80. With a variety of comprehensive costs, the cost of a cup of gold Tony is about 20 yuan, and the profit of the cocktail can be imagined.
“In fact, the raw material cost of cocktails can not be generalized, because the price of the base wine is different. It is also a cup of Jin Tony. If it is top-grade gin, then its price is about 150 yuan, and the purchase price of a bottle of top gin in the market. It's about 400 yuan." Yang Yang, a bar owner in Beijing's Houhai, disagreed with the cocktail profits.
Mr. Huang, head of a bar in Beijing, expressed his satisfaction with the bar’s profits. He said, “The bar’s profits are still substantial. For example, my bar was invested about 300,000 yuan in the early stage. Due to its good geographical location, the cost was recovered in the first half of the year. Now it has been operating for more than a year, selling about 100 cocktails a day, and the turnover is around 7000-8000 yuan.The income is still quite considerable.I personally recommend that if you operate a bar in a first-tier city, you have not recovered the cost for one year. Then you can consider changing careers."
Cocktails usually appear in bars and other night markets. Few consumers buy their own base wines and brewing cocktails at home. The wines do have cocktail bases, such as vodka and liqueurs, but only a few. From sales statistics, the sales of these wines are also very general, which leads to consumer confusion about the cost of cocktails. Liao Yide, CEO of Jiumei.com, analyzes why consumers are less sensitive to cocktail prices.