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　　为什么精品咖啡对消费者那么贵呢?在咖啡店里卖的比超市贵五倍，是可以被接受、持续下去的吗?就让世界冠军Fritz Storm告诉你吧

　　  1.

　　-Talking about pricing. Why does specialty coffee have to be so expensive for the consumer?

　　Is it sustainable to sell coffee in the coffee-shops for up to 5 times more than the supermarket?

　　I guess most roasters and baristas will say yes of course it is ok, our coffee is worth it and expensive to get.

　　If we look at it on a broader scale, I believe that most part of the regular consumer, which is probable around 90% of the population, are saying that it is too expensive, that hey actually prefer their “normal” coffee.

　　This is not because of ignorance, but more the fact that they simply not enjoy our very strange flavors and aromas, compared with their regular industrial coffee!

　　-我们接着来谈谈价格。

　　为什么精品咖啡对消费者那么贵呢?在咖啡店里卖的比超市贵五倍，是可以被接受、持续下去的吗?我猜大部份的烘焙师跟咖啡师会说，当然可以的，我们的咖啡值这个价钱!

　　但是如果我们用普罗大众的角度，心中对于价格的天平，我相信大概有百分之九十的消费者会说，这个价格太贵了。他们通常偏好”普通”的咖啡，并不是消费者忽略、或者不懂得品尝。事实是，一般的商业咖啡已经可以满足消费者的需球，他们并不那么享受我们在乎的那些奇怪的风味、香气。

  2 .

　　-There were a study here in Denmark that showed that around half of those who blind-

　　tasted a specialty coffee and a regular industrial coffee, actually preferred the industrial coffee. So what does this tell us? That we forget where the customers are right now, that ifwe want to connect with more people, we need to look at the way we approach our guests.

　　How we settle our price for our products, and also what range of coffees and products weare offering. Ask ourselves WHY we are doing it the way we are.

　　-在丹麦做了一个研究，在盲测的情况下，大约有一半的受试者显示出喜欢商业咖啡。这件事告诉我们什么呢?我们忘记了现在的消费者处于什么阶段!

　　如果我们想要连接更多的人，我们需要找到接近客人的方式!我们必须问自己，我们是如何定价产品、我们提供了哪些咖啡品项、种类等等，以及这样做的原因!

  3.

　　-As I said in my previous article we need to take some steps back and start from there.

　　Looking at how we can attract more new guests to our shops, what language we speak to them.

　　Most people (and thereby most of our potential customers) are in general very curious, we have to tell something that actually make sense to them, use words that they understand, and roast it in a way that is enjoyable also for them.

　　Then we can begin a journey together. Does that have to mean that we go back in quality. I believe some will say yes, but I will look at it differently. In my opinion it is necessary, if we on a broad scale will lift the awareness on quality in coffee, and have more people drinking specialty coffee.

　　We could also have a couple of different qualities instead of only the best. Hereby we also build bridge to the consumer.

　　-如同我在上一篇文章所(链结：世界冠军 Fritz Storm亲笔信谈“咖啡行业&咖啡师社群”，一起站在巨人的肩膀上思考!)说过的，我们需要退后几步想，并且从那里做为起点。

　　我们需要找到如何吸引更多新的客人到店里、以及与客人沟通的方式。大部份的人(而且他们可能是我们的潜在客人)都充满好奇心，我们必须用对他们合理的事情来与之沟通、用大家理解的文字、用大家都能享受咖啡风味的烘焙风格。这样我们才能一同开启咖啡的旅程!

　　这意谓着我们在品质上必须妥协吗?我相信有些人会说是的，但是我看这件事情的角度是不一样的。让我们站在比较长远的时间空间维度上来看，如果对品质稍微的妥协可以提升消费者对品质的认知、并吸引更多人来饮用精品咖啡的话，我是会这样子做的。在店里，我们不要只提供最好的咖啡，可以适当地增加不同品质咖啡的选项。这么一来，我们也能建立跟消费者沟通的桥梁。

  4.

　　-What guests really don’t like is being cheated or fooled. When they feel that they are paying for something they didn't order or don’t like.

　　This is bad, because this will make our potential large group of customers, hesitate to come back to the new coffee shops. Further more they will also as speak negatively to other people about their experience.

　　-当客人付钱，却换来他们没有点、或者不喜欢的东西时，他们会感觉被欺骗、当作傻瓜。而这会让潜在的大量客人，犹豫是否再去那家新开的咖啡店。甚至未来他们会跟其他人说，他们过去经验的所带来的负面感受。

  5.

　　-We need to embrace our guests much more and hold their hands when they enter the first couple of times. Make sure that they feel welcomed and that we serve them someting that is understandable, likable and affordable.

　　-当客人第一次走进店里，我们需要去更多的拥抱他们，甚至握着他们的手，让他们觉得被欢迎，而且会得到能理解的、喜欢的、可负担的产品。

　　(注解：这里并非真的指生理上的拥抱、握手，更多是指亲切的接待客人。)

  6.

　　-When all this is said I of course still believe it is important that the Specialty Coffee world keep being the driving force for quality, that we keep being the innovators. Therefore also keep doing things that the average consumer most likely will have difficulties with understanding.

　　But I strongly believe that both things should be possible for us.

　　Coming up is more on my view on competition and competitors.

　　-如我前述所言，我依旧相信，精品咖啡是驱使咖啡品质前进非常重要的推手，身处精品咖啡业界的我们则是创新者。不断上升的品质与创新，就会使得大众消费者更难理解精品咖啡。

　　但是我坚信维护品质与让消费者容易理解，这两件事对我们来说是可能的。