在“黔”言“钱”｜一杯咖啡的“野路子”经济学Speaking of "Money" in "Qian" - The "Wild Path" of Coffee Economics

凉山彝族青年介黑阿体在贵州山野里开的咖啡馆，火得有点不讲道理。

悬崖上的那个店，投了500万，四个月回本。按行业规律，同类项目回本周期是两年左右。洞穴瀑布那个更夸张，2026年1月29日开业，春节期间日均客流量突破2000人次，最高单日接待3000人。开业至今累计接待游客超3万人次，营业额突破200万元。

“咖啡只是一个入口。”他说。

从大凉山到黔山

介黑阿体，28岁，四川大凉山彝族。彝语里“翁布”是“山野”的意思。他把自己和合伙人的创业史用一个词描述，“胆子大”。

在开咖啡之前，他卖过电脑手机，在学校开过超市，干过共享洗鞋店、淘宝代运营，还做过户外俱乐部带人徒步登山。用他自己的话说，“什么都干过，什么都敢试”。

2021年，他到了贵州。先是在安顺双龙山街道大寨村盘下300多亩大草坪做民宿和营地。2023年1月开业，前三个月几乎没人。4月，一个客人在小红书发了篇笔记，火了，工作机被打爆。

民宿的回本周期是一到两年。但做营地的经历让他发现一件事，轻资产、快回报的“微景区”模式，比重投入的民宿划算得多。

“野路子”的选址逻辑

他的选址没有方法论。如果非要说有，那就是“一见钟情”。

第一家悬崖咖啡，是合伙人偶然发现的。“看到那个地方之后，其实都是一见钟情，就觉得哇，这个地方太美了。”

第二家洞穴瀑布咖啡，他在抖音上刷到一条短视频，画面粗糙，但溶洞的形态和光影让他眼前一亮。“我们就说来都来了，去看看吧去走走。”

这一走，就走出个爆款。项目依托象鼻洞等5处天然洞穴，构建集咖啡体验、轻食餐饮、文创销售于一体的消费场景。数十米高的崖壁瀑布、光柱穿透雾气形成的丁达尔效应、嵌入绝壁的圆弧形玻璃幕墙，每一处都是为相机而生的“出片神地”。

超出预期的投资与意想不到的支持

第一个悬崖咖啡，他们原本的预算是两三百万。结果材料运输成了无底洞，物资先到停车场，下货、装货，再靠人工一件件扛到山下。人工成本超出预期30%，最终砸进去500万。“资金链快崩了。”他说。

第二个洞穴项目，同样是500万。施工最大的困难还是搬运，走路到咖啡馆都要20分钟，所有材料靠人工二次搬运。

但这次有政府托底。轿子山镇政府主动当起“协调中枢”，土地权属涉及多户村民，镇村干部一周内完成意向协议签订；溶洞没电，协调供电部门新建设施。

“我们不是来搞破坏的，是来把荒山闲置资源利用起来，给地方引流，带村民就业。”他说。当地政府和他“不谋而合”。

四个月回本的秘诀

悬崖咖啡四个月回本，洞穴瀑布咖啡开业即爆款。凭什么？

第一，稀缺感。他从小在山里长大，知道城市人缺“松弛感”。“原生态不是说穷，是没被破坏的那种稀缺感。”

第二，场景即产品。68元门票含一杯咖啡加洞穴参观和制作体验。游客买的不是咖啡，是“在瀑布边喝咖啡”的体验。金刺梨、木姜子融入咖啡，山野木姜子特调已售出3万余杯。

第三，内容驱动增长。悬崖咖啡一开就火，因为有博主自发来拍，抖音和小红书双双爆文，第二天路就堵了。洞穴咖啡同样，一分钱没投营销。

“我们不是开咖啡店的。”这句话他重复了好几遍。

“城市里不缺普通的咖啡馆，缺的是扎根山野、带有民族文化和贵州山水底蕴的IP。”

他的定位是“微景区”，轻投入、快回报、可复制。民宿回本要一两年，微景区三四个月就能回本。

山野里的生意经

在贵州，像翁布这样的“村咖”正在批量生长。悬崖、溶洞、瀑布皆可“啡”。这背后是文旅消费的迭代，人们不再满足于“看山水”，而要“沉浸式地喝山水”。

介黑阿体的故事像一个样本，从大凉山走出的彝族青年，在贵州山野里用一杯咖啡盘活了一片山水。他的经验朴素得不像商业秘籍，“先干了再说”。

但他也说，不能图快，不能为了赚快钱丢掉初心。“人刚开始有收获、被推到一定高度的时候，最容易犯错。这时候就看你能不能坚持初心。”

在彝语里，翁布是“山野”，是“生命与故事的源头”。对他来说，山本身就是根和魂。

这大概就是一杯“村咖”能卖68块，还能让人排队的原因，你买的不是咖啡，是一个彝族青年对山野的全部理解。

天眼新闻记者

王丹灵 毛小翠

编辑 杨羽

二审 杨韬

三审 覃淋

The coffee shop opened by Jiehei Aiti, a young Yi ethnic group from Liangshan, in the mountains of Guizhou, is a bit unreasonable in its popularity.

The shop on the cliff invested 5 million yuan and recouped its investment in four months. According to industry regulations, the payback period for similar projects is about two years. The cave waterfall is even more exaggerated. It opened on January 29, 2026, and during the Spring Festival period, the daily average passenger flow exceeded 2000, with a maximum daily reception of 3000 people. Since its opening, it has received over 30000 visitors and achieved a turnover of over 2 million yuan.

Coffee is just an entrance, "he said.

From Daliangshan to Qianshan

Jiehei Atti, 28 years old, Yi ethnic group from Daliangshan, Sichuan. In Yi language, 'wengbu' means' mountain wilderness'. He described his and his partner's entrepreneurial history in one word, 'bold'.

Before starting coffee, he had sold computers and mobile phones, opened a supermarket at school, worked as a shared shoe washing store, Taobao agent, and even led an outdoor club for hiking and mountaineering. In his own words, 'I have done everything and dare to try anything.'.

In 2021, he arrived in Guizhou. Firstly, I set up a homestay and campsite in Dazhai Village, Shuanglongshan Street, Anshun, covering an area of over 300 acres of lawn. Opened in January 2023, there were almost no people in the first three months. In April, a customer posted a note on Xiaohongshu, which went viral and caused their work machine to explode.

The payback period for homestays is one to two years. But his experience as a campsite made him realize that the "micro scenic spot" model of light assets and fast returns is much more cost-effective than investing in homestays.

The Site Selection Logic of 'Wild Road'

His site selection lacks methodology. If there must be, it is' love at first sight '.

The first cliff coffee was discovered by a partner by chance. After seeing that place, it was actually love at first sight, and I thought wow, this place is so beautiful

In the second cave waterfall coffee shop, he painted a short video on Tiktok, the picture was rough, but the shape and light of the cave brightened his eyes. We're all here, go take a look and walk around

As soon as I left, a hot selling product emerged. The project relies on five natural caves, including Elephant Trunk Cave, to construct a consumption scene that integrates coffee experience, light food and beverage, and cultural and creative sales. The dozens of meters high cliff waterfall, the Tyndall effect formed by light beams penetrating through fog, and the curved glass curtain wall embedded in the cliff, every place is a "divine place for cameras".

Unexpected investment and unexpected support

The first cliff coffee, their original budget was two to three million. As a result, material transportation became a bottomless pit, with materials first arriving at the parking lot, unloading and loading, and then manually carrying them one by one to the foot of the mountain. The labor cost exceeded expectations by 30% and ultimately cost 5 million. The funding chain is about to collapse, "he said.

The second cave project, also worth 5 million. The biggest difficulty in construction is still handling, it takes 20 minutes to walk to the coffee shop, and all materials need to be manually transported for a second time.

But this time there is government backing. The government of Jiaozishan Town took the initiative to act as the "coordination center", and the land ownership involved multiple households of villagers. The town and village cadres completed the signing of the intention agreement within one week; The cave is out of power, coordinate with the power supply department to build new facilities.

We are not here to cause destruction, we are here to utilize the idle resources of barren mountains, divert local traffic, and provide employment opportunities for villagers, "he said. The local government coincides with him.

The secret to recouping costs in four months

Cliff Coffee recouped its investment in four months, and Cave Waterfall Coffee became an instant hit upon its opening. For what?

Firstly, the sense of scarcity. He grew up in the mountains and knew that urbanites lack a sense of relaxation. The original ecology is not about poverty, it's about the sense of scarcity that hasn't been destroyed

Secondly, the scenario is the product. The 68 yuan ticket includes a cup of coffee and cave visit and production experience. What tourists buy is not coffee, but the experience of "drinking coffee by the waterfall". Golden prickly pear and wood ginger are blended into coffee, and the special blend of Yamano wood ginger has sold over 30000 cups.

Thirdly, content driven growth. Cliff Coffee was on fire as soon as it was opened, because a blogger volunteered to shoot it, Tiktok and Xiaohongshu both broke the news, and the road was blocked the next day. Cave coffee, similarly, did not invest a penny in marketing.

We don't run a coffee shop, "he repeated several times.

There is no shortage of ordinary coffee shops in the city, what is lacking are IPs rooted in the mountains and fields, with ethnic culture and Guizhou landscape heritage

His positioning is as a "micro scenic spot", with light investment, fast return, and replicability. It takes one or two years for homestays to recoup their investment, while micro scenic spots can recoup their investment in three or four months.

The business practices in the mountains and wilderness

In Guizhou, "village cafes" like Weng Bu are growing in large numbers. Cliffs, caves, and waterfalls can all be "coffee". Behind this is the iteration of cultural and tourism consumption, where people are no longer satisfied with "seeing mountains and rivers", but want to "immerse themselves in drinking mountains and rivers".

The story of Jiehei A Ti is like a sample, where a young Yi ethnic group who walked out of Daliang Mountain revitalized a landscape with a cup of coffee in the mountains and fields of Guizhou. His experience is so plain that it doesn't seem like a business secret, 'work first and then talk'.

But he also said that we cannot pursue speed, and we cannot lose our original intention just to make quick money. When a person first gains something and is pushed to a certain height, they are most likely to make mistakes. At this point, it depends on whether you can stick to your original intention

In Yi language, Weng Bu means "mountain wilderness" and "the source of life and story". For him, the mountain itself is the root and soul.

This is probably why a cup of "village coffee" can sell for 68 yuan and make people queue up. What you are buying is not coffee, but a complete understanding of the mountains and wilderness by a Yi youth.

Tianyan News reporter

Wang Danling, Mao Xiaocui

Editor Yang Yu

Second instance Yang Tao

Third instance Qin Lin