In Shanghai, the density of coffee shops on the street is as high as the light spots between the leaves of wutong trees in summer. Just a few steps away, one can run into another when turning a corner. Because of this, many netizens tease that "all the blood is flowing with coffee liquid". In such a city, it's not easy for a coffee shop to be remembered, let alone for someone to come all the way. But the store we are going to explore today, after going through relocation, site selection, and reopening, was not just a passing customer, but a group of old customers who came in. They don't have to look at the menu, the ordering method is so proficient that it feels like returning home. The first thing someone says when they enter is often, "Did you guys drive on Huangpi South Road before?" The tone seems to be confirming an old place that was lost and regained.
Bajiaoyu Island
372 Danshui Road, Huangpu District
Being remembered by old customers in this way certainly relies not only on location or luck. When asked about the meaning of the store name, the staff were very honest: "There is no special meaning, the first thing is that it is easy to register. Real place names cannot be registered, so a name that looks like a place name was chosen." This answer is not romantic, but very real. On the day of the interview, the shop assistant was selecting coffee beans in the store. "Italian beans and blended beans have to be manually selected again," the shop assistant said while chatting with the reporter.
During the interview, the reporter also discovered something even more special: this store does not place much emphasis on the concept of "manager". When the reporter asked if he could call the interviewee the main manager, the other side replied seriously: "The store never highlights a person, nor does it have the so-called concept of manager. The store has a boss, but all the staff who make coffee are co partners. This is a place where coffee is purely made. For example, some friends in the industry want to adjust their status (GAP) in the busy work space, and can also join us. It is precisely because we only want to do a good job in coffee that our store has been open until now, and there is only one store. ”
At present, chain brands are accelerating their expansion, and the living space of independent small shops is constantly being squeezed. In Shanghai, many coffee shops have already shifted their competition towards special adjustments, collaborations, and check-in scenes. In such an environment, the insistence of "only opening one store" on Bajiaoyu seems somewhat "unconventional". However, this alternative is not deliberately unconventional, but more like a clear self positioning. It does not pursue scale, does not create topics, and even does not highlight personal brands. When many independent small shops are wavering between traffic and scale, Bajiaoyu chooses to focus on a cup of coffee and a group of old customers, allowing this small shop to find its place in the crowded market and preserve the island like quietness in the hustle and bustle. The city is big and there are many coffee shops, but a quiet island will always be found by those who need it.
Reporter/Zhang Ziyi
Editor/Liu Yunwen
Image/Zhang Ziyi, a netizen on Xiaohongshu
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