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'咖啡連鎖，杯內硝煙' |
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'咖啡,連鎖,杯內,硝煙,' |
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'咖啡連鎖店如雨後春筍般湧現，硝煙四起。咖啡位居世界三大飲品之首，也是世界上除石油外的第二大貿易商品。據統計，目前全球咖啡豆銷量每年約800多萬噸，並且保持每年2%的增速，中國約佔市場銷量的1/20。目前中國人均每年的咖啡消費量僅爲4杯，即使在北上廣' |
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'69' |
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'1' |
| author |
'中國咖啡網' |
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'9' |
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'2015-07-07 11:50:12' |
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'2015-07-07 11:50:10' |
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'34566' |
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| content |
'<p>
咖啡連鎖店如雨後春筍般湧現，硝煙四起。咖啡位居世界三大飲品之首，也是世界上除石油外的第二大貿易商品。據統計，目前全球咖啡豆銷量每年約800多萬噸，並且保持每年2%的增速，中國約佔市場銷量的1/20。目前中國人均每年的咖啡消費量僅爲4杯，即使在北上廣，也不過20杯，和近鄰日本的人年均消費200杯、韓國的人年均消費140杯差距甚大。</p>
<p style="text-align: center; ">
<img alt="" src="/uploads/allimg/150707/3-150FG15005491.jpg" /></p>
<p>
饒有趣味的是，中國的咖啡消費以每年15%的速度在增長，未來10年將進入高速增長期，預計2020年中國咖啡市場消費預計可達到3000億元。這個顯而易見的高增長領域，自然成爲諸多商家看好的投資方向。而在咖啡消費領先全國10個百分點的上海，咖啡商戰愈演愈烈。</p>
<p>
很多年前，中國人送速溶咖啡是件倍兒洋氣的事情。從2004到2011年這7年時間，中國速溶咖啡的銷量翻了5倍。美國科爾尼管理諮詢公司(A.T.Kearney)大中華區零售業合夥人唐仕德(TorstenStocker)如此評價中國人的咖啡理念：“五年前，對多數中國人來說，咖啡就是雀巢3合一。”</p>
<p>
但現磨咖啡文化已在北京和上海這樣的大城市形成，而中國消費者似乎跳過飲用過濾咖啡的階段，直接從速溶咖啡跳到現磨咖啡。以一向喜歡小資情調的上海來說，愈來愈多的咖啡客早已習慣泡咖啡館，或是隨身帶上一杯現磨咖啡。</p>
<center>
<img alt="" height="1" src="data:image/png;base64,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" width="1" /></center>
<p>
麥咖啡的擴張</p>
<p>
麥當勞1993年就在澳大利亞創立了麥咖啡，但直到14年後纔開始全球擴張。此後兩年間，咖啡生意佔麥當勞總銷售額的比重逐步從3%升至5%。拜引發自美國的全球金融風暴所賜，均價4美元一杯的星巴克讓不少每天消費的顧客有些承受不起，而麥當勞嗅出了其中商機。2009年5月，麥當勞爲麥咖啡投入1億美元，發動了自1970年銷售早餐以來最大的營銷攻勢。</p>
<p>
已經喝了10年星巴克的中國人，也是麥咖啡的目標人羣。據悉，同樣選用阿拉比卡(Arabica)咖啡豆的麥咖啡使用蒸汽式咖啡機，現場研磨咖啡豆，出售多種口味的咖啡、茶飲和糕點。而這種被稱爲“即磨式”的麥咖啡均價只有星巴克的一半。</p>
<p>
麥當勞中國對《新民週刊》透露，截止2014年底，麥咖啡在全國的數量超過800家，咖啡師4000多名。據悉，麥咖啡的咖啡師是一支專門招募的隊伍，需要接受不定期的進階培訓。</p>
<center>
<img alt="" height="1" src="data:image/png;base64,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" width="1" /></center>
<p>
肯德基的奮起直追</p>
<p>
麥當勞的老對手肯德基2009年也開始在上海試水現磨咖啡產品。但直到2014年11月，肯德基才正式推出“現磨咖啡”系列，全面進軍這一市場。</p>
<p>
此次肯德基推出的現磨咖啡系列，也是採用100%阿拉比卡咖啡豆。星巴克、麥咖啡一樣只選用阿拉比卡咖啡豆，相較另一種主流商用咖啡豆羅布斯塔(Robusta)而言，阿拉比卡的咖啡因含量和酸度較低、口味更芳香，是現磨咖啡的首選，而羅布斯塔適合作速溶咖啡。肯德基認爲，此次推出的現磨咖啡的定價很有優勢，10元起的價格相比國內同類咖啡產品更加“親民”。</p>
<center>
<img alt="" height="1" src="data:image/png;base64,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" width="1" /></center>
<p>
值得注意的是，肯德基此次並沒有爲咖啡系列產品提供其他噱頭。肯德基推出“讓消費者喝到一杯純粹的好咖啡”的理念。從2014年起，肯德基推出以“Dining Room”爲設計理念的新餐廳，摒棄了傳統快餐的風格，用定製的掛畫、低垂的筒燈、綠色植物隔斷和長條大吧檯等元素打造的“家裏的餐廳”，這一風格似乎更適合消費者享用現磨咖啡。2015年新開出的肯德基餐廳都將採用新理念，舊餐廳的改造也將加快速度。</p>
<p>
如今，北京、上海、廣州和深圳的900多家肯德基門店都已出售現磨咖啡。按計劃，2015年肯德基將在不少於20個城市的1000家餐廳陸續推出現磨咖啡系列。到時候是否會對麥咖啡乃至星巴克造成影響，目前還是個未知數。</p>
<center>
<img alt="" height="1" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAIAAACQd1PeAAAAGXRFWHRTb2Z0d2FyZQBBZG9iZSBJbWFnZVJlYWR5ccllPAAAAyBpVFh0WE1MOmNvbS5hZG9iZS54bXAAAAAAADw/eHBhY2tldCBiZWdpbj0i77u/IiBpZD0iVzVNME1wQ2VoaUh6cmVTek5UY3prYzlkIj8+IDx4OnhtcG1ldGEgeG1sbnM6eD0iYWRvYmU6bnM6bWV0YS8iIHg6eG1wdGs9IkFkb2JlIFhNUCBDb3JlIDUuMC1jMDYwIDYxLjEzNDc3NywgMjAxMC8wMi8xMi0xNzozMjowMCAgICAgICAgIj4gPHJkZjpSREYgeG1sbnM6cmRmPSJodHRwOi8vd3d3LnczLm9yZy8xOTk5LzAyLzIyLXJkZi1zeW50YXgtbnMjIj4gPHJkZjpEZXNjcmlwdGlvbiByZGY6YWJvdXQ9IiIgeG1sbnM6eG1wPSJodHRwOi8vbnMuYWRvYmUuY29tL3hhcC8xLjAvIiB4bWxuczp4bXBNTT0iaHR0cDovL25zLmFkb2JlLmNvbS94YXAvMS4wL21tLyIgeG1sbnM6c3RSZWY9Imh0dHA6Ly9ucy5hZG9iZS5jb20veGFwLzEuMC9zVHlwZS9SZXNvdXJjZVJlZiMiIHhtcDpDcmVhdG9yVG9vbD0iQWRvYmUgUGhvdG9zaG9wIENTNSBXaW5kb3dzIiB4bXBNTTpJbnN0YW5jZUlEPSJ4bXAuaWlkOkJDQzA1MTVGNkE2MjExRTRBRjEzODVCM0Q0NEVFMjFBIiB4bXBNTTpEb2N1bWVudElEPSJ4bXAuZGlkOkJDQzA1MTYwNkE2MjExRTRBRjEzODVCM0Q0NEVFMjFBIj4gPHhtcE1NOkRlcml2ZWRGcm9tIHN0UmVmOmluc3RhbmNlSUQ9InhtcC5paWQ6QkNDMDUxNUQ2QTYyMTFFNEFGMTM4NUIzRDQ0RUUyMUEiIHN0UmVmOmRvY3VtZW50SUQ9InhtcC5kaWQ6QkNDMDUxNUU2QTYyMTFFNEFGMTM4NUIzRDQ0RUUyMUEiLz4gPC9yZGY6RGVzY3JpcHRpb24+IDwvcmRmOlJERj4gPC94OnhtcG1ldGE+IDw/eHBhY2tldCBlbmQ9InIiPz6p+a6fAAAAD0lEQVR42mJ89/Y1QIABAAWXAsgVS/hWAAAAAElFTkSuQmCC" width="1" /></center>
<p>
“全家便利”的攪局</p>
<p>
在現磨咖啡市場，後來居上的還有全家便利。全家便利告訴《新民週刊》，目前在中國內地1300家門店中，大約有35%的門店銷售現磨咖啡。全家銷售的是自有品牌咖啡——湃客咖啡，主要產地爲雲南，只有12盎司的杯型(相當於星巴克中杯)，價格與臺灣和日本的全家便利店提供的咖啡差別不大。</p>
<p>
事實上，雲南出產的咖啡豆質量上乘，也是阿拉比卡咖啡豆，以低稠度和果香味着稱，這幾年成爲歐洲人調製咖啡飲品的重要原料。雀巢和星巴克等大買家都在雲南進行了大規模投資，以確保品味溫和的阿拉比卡小粒咖啡豆的供應。因爲這種咖啡豆可以在很多種咖啡中作爲混合輔料使用，而傳統上主要在拉丁美洲和非洲的熱帶地區種植和手工摘選。這幾年雲南的產量緩解了世界對巴西和哥倫比亞等阿拉比卡小粒咖啡豆種植大國的依賴。</p>
<p>
據悉，每家配有咖啡機的全家便利店平均每天銷售45-50杯湃客咖啡，最高紀錄是180杯/天，而上海的咖啡銷量高於其他城市。爲了節約成本，全家正在測試自助式咖啡銷售模式，這也是全家能夠提供4元一杯的中杯美式的原因。</p>
<center>
<img alt="" height="1" src="data:image/png;base64,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" width="1" /></center>
<p>
“便利店”的爭奪</p>
<p>
與此同時，7-Eleven、羅森和喜士多等便利店也在出售現磨咖啡，不僅可以吸引更多白領光顧又能提升單店的收入。但主要集中在大城市，而上海依然是內地現磨咖啡的最大消費市場。</p>
<p>
便利店賣咖啡，對中國咖啡消費市場意味着什麼?我們也許可以參考一下全球第四大咖啡市場日本和人口接近上海的中國臺灣(2340萬人)地區。</p>
<p>
日本五大連鎖便利店(7-Eleven、羅森、全家、OK便利店、迷你島)旗下共有4.3萬多家店鋪銷售現磨咖啡。這沒有影響星巴克等連鎖咖啡店品牌的生意，因爲消費者更看重星巴克提供的氛圍而不是咖啡本身。而真正受到衝擊的是罐裝速溶咖啡，因爲過去到便利店購買罐裝咖啡的消費者中有三成人士改喝現磨咖啡了。</p>
<center>
<img alt="" height="1" src="data:image/png;base64,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" width="1" /></center>
<p>
而臺灣民衆特別接受便利店現磨咖啡。2007年，現磨咖啡就已經遍及寶島排名前四的便利店——7-Eleven(5000家)、全家(2915家)、萊爾富(1300家)和OK(880家)。臺灣7-Eleven還邀請桂綸鎂爲其自有品牌咖啡City Café代言，將便利店咖啡推向高潮。僅2013年，7-Eleven就賣出了2億杯咖啡，這也讓這家便利店品牌成爲臺灣最大的平價“咖啡店”，佔據當地80%的咖啡市場。</p>
<p>
中國大陸市場地域差異顯着，各地消費者對咖啡的接受度不同。眼下便利店咖啡的主戰場還在一線城市，至於二線及以下城市幾乎可以忽略不計，即便在中國城市便利店指數排名第三的山西太原，推廣效果也很慘淡。國內便利店要迎來現磨咖啡的銷售高潮，尚需時間研磨。</p>
<center>
<img alt="" height="1" src="data:image/png;base64,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" width="1" /></center>
<p>
“星巴克”的守擂</p>
<p>
雖然麥咖啡等快餐巨頭希望留住更多的堂喫客人，但國內大城市的消費者還是習慣去美國品牌星巴克或英國品牌咖世家消磨時光。很多喝咖啡的國人私底下坦承，如果是盲測，不同品牌的同品類咖啡未必喝得出區別，但約會首選還是更有腔調的咖啡館，哪怕是外帶咖啡，杯套上的Logo是否足夠有範兒也是重要考慮因素。而旨在提供外帶咖啡的便利店，提供的僅僅是咖啡罷了，這對於星巴克等以氛圍爲賣點的連鎖咖啡店而言根本就構不成威脅。</p>
<p>
根據《第一財經週刊》2013年的報道，星巴克已經用上了全自動咖啡機，通常30秒就能完成一杯咖啡的製作。而星巴克主要的競爭對手咖世家還在使用半自動咖啡機。這種咖啡機更強調員工手工製作的經驗和技巧，咖啡的口味也會更濃郁。全自動咖啡機不僅可以讓星巴克提高製作飲料的速度，同時員工經過簡單培訓也可以快速上手，符合快速擴張的需要。</p>
<center>
<img alt="" height="1" src="data:image/png;base64,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" width="1" /></center>
<p>
在移動支付年代，星巴克的與時俱進也讓它的用戶更有黏性。2009年星巴克發佈了自己的第一款手機應用，並於2011年整合了移動支付功能。用戶通過會員卡號登錄賬戶後，不僅可以查詢所有個人賬戶信息，還能在此直接完成個人信用卡對會員卡的充值。在星巴克門店消費時，在收銀臺直接掃描手機應用中的會員賬號二維碼，就能完成支付。通過移動支付，這不僅能避免顧客在排長隊時失去耐心、放棄購物，還能帶動更多產品的銷售。移動支付平均只需花費6秒，比在櫃檯刷信用卡交易節省近2/3的時間。經常會有人出門不帶錢包，但是很少會有人出門不帶手機，而且使用移動支付能夠引發額外的消費。</p>
<p>
在中國，雖然有星巴克App，但是尚未推出無線充電服務和移動下單/支付功能。購團邦資訊創始人劉曠分析說，如果星巴克將中國“星粉”培養成移動支付的忠實用戶，星巴克很可能會成爲中國最大的線下移動支付平臺，這對支付寶來說是一種威脅。</p>
<center>
<img alt="" height="1" src="data:image/png;base64,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" width="1" /></center>
<p>
滿城盡現咖啡館</p>
<p>
2002年，英國經濟和社會研究協會向格拉斯哥大學的兩位教授埃裏克·勞裏耶(Eric Laurier)和克里斯·費羅(Chris Philo)撥款25萬美元，用以研究英國社會經常出入咖啡館的人數上升背後的社會因素。兩人耗時3年的研究成果是：咖啡館的環境舒適宜人，在這裏人們可以獨享愜意，或是邀友人共度美好時光。這一結論可能也適用於當下中國。歐睿信息諮詢公司的數據顯示，2013年中國咖啡連鎖店的銷售額已達到200億元，預期到2017年會突破400億元。愈來愈多的企業從中看到了商機。</p>
<p>
今年1月21日，天津狗不理集團宣佈獲得澳大利亞最大咖啡連鎖品牌高樂雅(Gloria Jean's Coffees)在中國的永久使用權，狗不理集團旗下的全資子公司天津森永泰餐飲有限公司將負責咖啡店的運作。2014年11月27日，定位爲中高端餐飲的小南國餐飲控股有限公司宣佈斥資1.95億港元收購百佳(香港)有限公司中港澳業務65%股權，跨界咖啡及大衆化西式休閒餐飲業務，並計劃今年在中國大陸新開3-5家Pokka Café品牌的咖啡連鎖。</p>
<center>
<img alt="" height="1" src="data:image/png;base64,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" width="1" /></center>
<p>
這兩年指出韓系咖啡店在中國市場的擴張勢頭也迅猛。根據RET睿意德中國商業地產研究中心發佈的《韓系咖啡店中國發展趨勢研究報告》，韓系咖啡店僅最近2年就在中國開了近600家店。據統計，這兩年歐美系咖啡店品牌中星巴克擴張最快，平均每年開店77家;臺系咖啡店品牌中的佼佼者是上島咖啡，以平均每年59家的速度擴張;而韓系咖啡店品牌中，咖啡陪你表現最爲突出，進入中國短短兩年已開店407家，擴張勢頭甚至超過了星巴克。而且，進入中國市場較晚的韓系咖啡店爲了避免和歐美系和臺系正面競爭，往往選在一線城市郊區和二三線城市開店。</p>
<p>
也許在不久的將來，很多國人可以如此宣稱：“我不是在咖啡館，就是在去咖啡館的路上。”</p>
<p>
素材來源於網絡，由咖啡的國修改整理編輯，版權歸原作者!</p>
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