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　　爲什麼精品咖啡對消費者那麼貴呢?在咖啡店裏賣的比超市貴五倍，是可以被接受、持續下去的嗎?就讓世界冠軍Fritz Storm告訴你吧

　　  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!

　　-我們接着來談談價格。

　　爲什麼精品咖啡對消費者那麼貴呢?在咖啡店裏賣的比超市貴五倍，是可以被接受、持續下去的嗎?我猜大部份的烘焙師跟咖啡師會說，當然可以的，我們的咖啡值這個價錢!

　　但是如果我們用普羅大衆的角度，心中對於價格的天平，我相信大概有百分之九十的消費者會說，這個價格太貴了。他們通常偏好”普通”的咖啡，並不是消費者忽略、或者不懂得品嚐。事實是，一般的商業咖啡已經可以滿足消費者的需球，他們並不那麼享受我們在乎的那些奇怪的風味、香氣。

  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.

　　-在丹麥做了一個研究，在盲測的情況下，大約有一半的受試者顯示出喜歡商業咖啡。這件事告訴我們什麼呢?我們忘記了現在的消費者處於什麼階段!

　　如果我們想要連接更多的人，我們需要找到接近客人的方式!我們必須問自己，我們是如何定價產品、我們提供了哪些咖啡品項、種類等等，以及這樣做的原因!

  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(鏈結：世界冠軍 Fritz Storm親筆信談“咖啡行業&咖啡師社羣”，一起站在巨人的肩膀上思考!)說過的，我們需要退後幾步想，並且從那裏做爲起點。

　　我們需要找到如何吸引更多新的客人到店裏、以及與客人溝通的方式。大部份的人(而且他們可能是我們的潛在客人)都充滿好奇心，我們必須用對他們合理的事情來與之溝通、用大家理解的文字、用大家都能享受咖啡風味的烘焙風格。這樣我們才能一同開啓咖啡的旅程!

　　這意謂着我們在品質上必須妥協嗎?我相信有些人會說是的，但是我看這件事情的角度是不一樣的。讓我們站在比較長遠的時間空間維度上來看，如果對品質稍微的妥協可以提升消費者對品質的認知、並吸引更多人來飲用精品咖啡的話，我是會這樣子做的。在店裏，我們不要只提供最好的咖啡，可以適當地增加不同品質咖啡的選項。這麼一來，我們也能建立跟消費者溝通的橋樑。

  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.

　　-當客人付錢，卻換來他們沒有點、或者不喜歡的東西時，他們會感覺被欺騙、當作傻瓜。而這會讓潛在的大量客人，猶豫是否再去那家新開的咖啡店。甚至未來他們會跟其他人說，他們過去經驗的所帶來的負面感受。

  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.

　　-當客人第一次走進店裏，我們需要去更多的擁抱他們，甚至握着他們的手，讓他們覺得被歡迎，而且會得到能理解的、喜歡的、可負擔的產品。

　　(註解：這裏並非真的指生理上的擁抱、握手，更多是指親切的接待客人。)

  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，我依舊相信，精品咖啡是驅使咖啡品質前進非常重要的推手，身處精品咖啡業界的我們則是創新者。不斷上升的品質與創新，就會使得大衆消費者更難理解精品咖啡。

　　但是我堅信維護品質與讓消費者容易理解，這兩件事對我們來說是可能的。