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<p>
  似乎每個男人都在生命中的某個階段想過開一家小酒館。交通方便但是又相對安靜，最好有個小院兒或者露臺，至少有些茂盛的植物，桌椅舒服而乾淨，菜品簡單、新鮮、常喫不厭，當然要有酒，酒的來路清楚、加價合理，當然要有老闆娘，老闆娘的來路不明，醉眼看上去手腕子很白、脖子很白、瞳孔很黑、頭髮很黑。</p>
<p>
  自己有家這樣的酒館，好處有：到了飯點兒或者需要請客，總有個地方可去，總有一個包間或者一張僻靜的桌子(也奇怪了，即使在碩大的北京，似乎遍地館子，但是想要訂個喫飯的地兒，常常想不出該訂什麼);讓別人覺得自己混得不錯，內心一股做爲地頭蛇的榮耀感油然而生;自帶再多酒水，也免開瓶費;可以嘲笑大廚而不用擔心他往你菜裏吐痰;偶爾自己下廚做點時令菜，格調瞬間爆棚;總有人陪你喝酒;喝多了有人管，不怕裸睡街頭，吐了就吐了，不怕丟人現眼;能多見到幾次以前的老朋友。但是，放眼周圍，似乎很少有男人心血來潮真這麼做了，細想原因，一個是怕麻煩，另一個是希望館子的選擇多一些。這兩個原因似乎都和男性的基因編碼有關，老婆不能常換，館子總可以吧?如果自己開了一個館子，這種換館子的自由也減少了，何苦?</p>
<p>
  似乎每個女人都在生命中的某個階段(如果不是絕大多數階段)想過開一家咖啡館。最好離開正統工作環境，不要老土地總在寫字樓一層或者地下，最好又不要距離寫字樓太遠，走路十來分鐘能到，和工作又疏離又不遠離，裝修要有意思，或者一看就是不太一樣的藝術感，或者眼睛安放的所有點都是眼睛喜歡的甜甜糖果，座椅要能把人陷進去、藏起來，空氣裏永遠是各種咖啡豆和水和汽混合碰撞出來的複雜香味，聞幾分鐘就想坐下來打開電腦寫點什麼或者陷在座椅裏發呆想起以前想不清楚的一切。</p>
<p>
  自己有家這樣的咖啡館，好處有：讓別人覺得自己混得不錯，不僅在地頭上混得開，而且混得非常文藝，在這個城市，永遠有個飄滿香氣和陽光的空間是自己的;永遠有個工作，否則還得開個股票賬戶和別人強調自己是做金融投資的;人永遠有個去處，哪怕沒了孃家;自己從少女時代收攏的各種“珍寶”都有了去處，不怕別人說什麼，自己的咖啡館是自己的城堡，在自己的城堡裏，自己纔是永遠的公主、永遠的皇后;似乎挺省事的，需要的投資不大，要僱用的不多;清爽，沒有烹炒煎炸，沒有鬧酒打罵;或許能多些豔遇，甚至能遇上那個一生中最對的人。</p>
<p>
  但是，喝咖啡和開個喝咖啡的館子是兩回事兒。你手衝咖啡比星巴克的咖啡好喝無數倍，你做的糕點比星巴克的糕點好喫無數倍，你設計施工的室內裝修秒殺星巴克，這些並不意味着你開個咖啡店就一定能戰勝星巴克。</p>
<p>
  開咖啡館首先是個生意。不當生意做，就做不長久。熱愛喝咖啡、擅長衝咖啡只是起點，離做個好咖啡館還有很大距離，彷彿以戀愛爲樂和以戀愛爲生差很遠，彷彿以鬧革命爲樂和以鬧革命爲生差很遠。</p>
<p>
  把咖啡館當生意做，就必須面對一系列冷冰冰的商業問題：如何掙錢?如何多掙錢?如何持續地多掙錢?</p>
<p>
  你說，我二十塊錢買的咖啡豆，手磨手衝了一杯咖啡，賣了四十塊，掙錢就這麼簡單。</p>
<p>
  掙錢從來沒這麼簡單。</p>
<p>
  那好，我接着問。誰買你的咖啡?他們有什麼特點?他們有多少人?他們每週喝多少杯咖啡?他們怎麼知道你在賣咖啡?他們爲什麼要買你的咖啡?</p>
<p>
  忽略其餘，我再就一個問題細問：</p>
<p>
  他們爲什麼買你的咖啡而不是別家的?</p>
<p>
  你說，他們買你咖啡是因爲你的咖啡便宜?</p>
<p>
  好，那你打算如何做到?</p>
<p>
  同樣種類和質量的咖啡豆，你進貨比星巴克買便宜很多(我讀書多，你別騙我)?</p>
<p>
  同樣地段的店面，你租比星巴克租便宜很多(我讀書多，你別騙我)?</p>
<p>
  你有情懷，你僱的人都有情懷，工資比星巴克少一些又怎樣(我讀書多，你別騙我)?</p>
<p>
  你說，他們買你咖啡因爲你的咖啡太好喝了，星巴克和你比就是屎。</p>
<p>
  好，你如何做到的?你用的豆子比星巴克用的好很多，貓屎咖啡、大象屎咖啡、人屎咖啡。</p>
<p>
  好，你如何保證用這些豆子不會貴到物無所值?你如何保證這些豆子有長期穩定的供應?</p>
<p>
  你如何能讓你的顧客明白你的咖啡和星巴克之間的區別(審美教育是個漫長的過程，而且常常不能奏效)?</p>
<p>
  衝法和用具也一樣，你確定你真喝得出虎跑泉水和怡寶純淨水泡出咖啡的區別?</p>
<p>
  那你確定你顧客喝得出來元代鈞窯手把杯和金代鈞窯手把杯盛咖啡之間的區別嗎?</p>
<p>
  這才只是聊了聊產品問題，還有組織和人事。三人行必有我師，三人湊在一起必有逼撕。還有很多相關方的協調：供應商、物業、消防、工商、稅務、媒體等等，他們通常不太咖啡也不太文藝。</p>
<p>
  所以，儘管2015年是個體戶2.0元年，舉國創業，不創業、沒天使投資人、不弄個APP都不好意思辭職，你如果上述問題沒想太清楚，我還是勸你不要輕易開一家咖啡店。</p>
<p>
作者：馮唐</p>
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'name' => '外國咖啡',
'dirname' => 'zixun/waiguokafeixinxi',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 320,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '13',
'namerule' => '{typedir}/{Y}/{M}{D}/{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '320',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-zixun/waiguokafeixinxi.html',
'total' => 13,
'field' =>
array (
),
),
323 =>
array (
'id' => '323',
'pid' => '2',
'pids' => '0,1,2',
'name' => '7月資訊',
'dirname' => '7yuezixun',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 323,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1',
'namerule' => '{typedir}{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '323',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-7yuezixun.html',
'total' => 1,
'field' =>
array (
),
),
) |
| urlrule |
'/views-42536-[page].html' |
| fix_html_now_url |
'' |
| my_web_url |
'https://test.gafei.com/views-42536' |
| get |
array (
's' => 'article',
'c' => 'show',
'id' => '42536',
'm' => 'index',
) |
