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'“8元咖啡”攪動繁華商圈，靠“白菜價”突圍市場？' |
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'眼見旁邊的奶茶店顧客絡繹不絕，爲什麼我的咖啡館門可羅雀？開咖啡館的都知道，賣咖啡的死穴之一便是喝的人少，消費頻次低。 然而，最近在繁華商圈，一陣白菜價咖啡風潮正在興起。 10元現磨好咖啡、8元精品一杯...這些平價咖啡不但出現在跨界的KFC、Coco等菜' |
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'<div>
眼見旁邊的奶茶店顧客絡繹不絕，爲什麼我的咖啡館門可羅雀？開咖啡館的都知道，賣咖啡的死穴之一便是喝的人少，消費頻次低。</div>
<div>
</div>
<div>
然而，最近在繁華商圈，一陣“白菜價咖啡”風潮正在興起。</div>
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</div>
<div>
“10元現磨好咖啡”、“8元精品一杯”...這些平價咖啡不但出現在跨界的KFC、Coco等菜單中，也出現在一些獨立咖啡館的小黑板上，成爲它們的主打產品。</div>
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</div>
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價格降到這麼低，到底應該怎麼玩？</div>
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</div>
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【 1 】</div>
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繁華商圈，“白菜價”咖啡走俏</div>
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鄭州一家“元老”級別的獨立咖啡館阿布阿布，在關掉寫字樓的“樓咖”店面三個多月後，把新店開在了一家購物中心，以“10元現磨好咖啡”作爲其主推產品。</div>
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“我想讓更多人喝到一杯好咖啡，10元咖啡是最容易實現的途徑。”老闆小武表示，不是每個人都願意花三四十元喝一杯咖啡，價格低，對消費者來說試錯成本就低。</div>
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“即使不喜歡喝咖啡，也能嘗試一次嘛。”</div>
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魔都的老陳，也正在醞釀一個低價咖啡品牌。</div>
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從意大利到上海，老陳混跡飲品行業十餘年。不久前他從一家知名企業離職，開始籌備自己的咖啡館。</div>
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“80分的咖啡豆子，做出80分的咖啡，只賣8塊錢。”老陳說。</div>
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不知道從什麼時候開始，不但是肯德基、7-11便利店、烘焙坊等跨界者，一些像阿布阿布一樣的獨立咖啡館，也開始售賣平價咖啡，甚至成爲菜單上品類頗多的“主打產品”。</div>
<div>
</div>
<div>
想到這種方式賣咖啡，跟咖啡市場近些年消費頻次的低迷有關。相對大衆消費水平，咖啡較高的價格，讓咖啡一直浮於產品本身之上。</div>
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從市場來說，更廣闊的大衆咖啡市場，顯然是一個對價格敏感的市場。</div>
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</div>
<div>
百花齊放又普遍火爆的奶茶店就是現成的案例。10元顯然更接近普通消費者對一杯飲品的心理價位。白菜價咖啡客觀上降低了其嘗試的門檻。</div>
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價格親民的奶茶，很快贏得了大衆市場</div>
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北京咖啡行業協會首任會長季明對此表示，定價較低的咖啡有益於培育國內市場。</div>
<div>
</div>
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【 2 】</div>
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</div>
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利潤從哪兒來？</div>
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與街邊小巷的獨立咖啡館不同，8元、10元的“白菜價”咖啡，頻頻出現在城市的繁華商圈中。</div>
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</div>
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“因爲賣的便宜，所以能不能盈利關鍵就在於走量了。”阿布阿布小武告訴《咖門》，10元咖啡與30元的成本結構差不多，也因此需要更大的出杯量來均攤運營成本。</div>
<div>
</div>
<div>
爲了更大的流量，寸土寸金的繁華商圈，是“白菜咖啡”最重要的選址方案。客流量問題解決了，但是利潤呢？</div>
<div>
</div>
<div>
一位業內人士幫啡姐算了一筆賬。</div>
<div>
</div>
<div>
按從工廠拿咖啡豆50元/磅（454g）計算——這個價格已經可以拿到不錯的咖啡豆，180g咖啡粉出2000ml產品，360ml(12盎司)一杯。</div>
<div>
</div>
<div>
如果單算原材料成本，一杯的成本爲3.6元，賣10塊錢毛利64%。</div>
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</div>
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賣15元一杯賺11.4元，是原材料成本的3倍。</div>
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</div>
<div>
聽來是很美好，然而如果按照傳統獨立咖啡館的運營方式，一旦加上人力、營銷、運營、房租，利潤就幾乎被侵蝕殆盡。</div>
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</div>
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</div>
<div>
</div>
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別的不說，光房租這一項，就已經夠咖啡館主們長吁短嘆了。</div>
<div>
</div>
<div>
高租金才能帶來高流量，再用高流量去填補高租金，這不得不說是平價咖啡一個尷尬境況。</div>
<div>
</div>
<div>
降低空間體驗，似乎成爲低價咖啡的唯一出路。</div>
<div>
</div>
<div>
從“樓咖”搬到了商場，顧客消費的空間從100多㎡縮小到30㎡。7月份，新開業的阿布阿布一共賣出了688杯咖啡。“週末好的時候，一天能賣60杯”。</div>
<div>
</div>
<div>
儘管出售的杯量翻了幾倍，但小武表示由於價格低，“每天要賣到50杯以後，纔開始盈利。”</div>
<div>
</div>
<div>
老陳的想法，則是像COCO一樣做檔口店，降低租金成本。甚至是更厲害的——“1平米的店，1臺咖啡機，1個人，1分鐘1杯咖啡。”</div>
<div>
</div>
<div>
選址客流量大的繁華商圈，最大限度的降低租金等營運成本，依靠物美價廉的咖啡產品，降低消費門檻提高消費量，是老陳和小武考慮的核心問題。</div>
<div>
</div>
<div>
【 3 】</div>
<div>
</div>
<div>
低價之前，計算成本是關鍵！</div>
<div>
</div>
<div>
對咖啡來說，你相信“一分價錢一分貨”，還是相信“物既美、價又廉”？</div>
<div>
</div>
<div>
其實對很多行業來說，物美、價廉的問題並不難解決。我們把目光投向正在走向品牌、規模化的餐企，價格親民又叫好叫座的例子並不鮮見。</div>
<div>
</div>
<div>
比如紅遍大江南北的外婆家，價格不高、口味上乘，加之時尚的用餐環境，對消費者來說具有極高的性價比，排隊排得理直氣壯，對老闆而言則是賺的盆滿鉢滿。</div>
<div>
</div>
<div>
物美價廉背後，其核心競爭力在於優化過的成本結構——集中採購帶來的低供應鏈成本，以及中央配送中心帶來的後廚標準化成本優勢。</div>
<div>
</div>
<div>
</div>
<div>
</div>
<div>
用快餐的手法經營正餐，後端“高速公路”已經打通，價格優勢方能顯現，就如同服裝行業的ZARA和優衣庫。</div>
<div>
</div>
<div>
在咖啡領域，儘管有原材料運輸距離、相關標準不完善等因素，產業鏈顯得有些魚龍混雜。但幸運的是，至少從上游供應需要整合的類目來看，相對餐廳並不過於複雜。</div>
<div>
</div>
<div>
比之傳統的咖啡館生意，平價咖啡更需要思考與掌握的，首先是運營成本上的祕訣</div>
<div>
</div>
<div>
——如何優化上游的供應成本？開幾家店成本最低而利潤最高？怎麼實現產品的標準化？如何優化庫存？店面配幾個員工利潤最優？......</div>
<div>
</div>
<div>
如果不計算好成本結構，只是懵頭跟風一味降價，有流量、卻沒利潤，最終不過是飲鴆止渴罷啦！<img alt="" src="/uploads/allimg/161018/8-16101P95624123.jpg" style="width: 331px; height: 220px;" /></div>
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'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '2',
1 => '319',
2 => '320',
3 => '323',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-zixun.html',
'total' => 54,
'field' =>
array (
),
) |
| markid |
'module-article-2' |
| related |
array (
319 =>
array (
'id' => '319',
'pid' => '2',
'pids' => '0,1,2',
'name' => '咖啡比賽新聞',
'dirname' => 'kafeibisaixinwen',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 319,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '40',
'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '319',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-kafeibisaixinwen.html',
'total' => 40,
'field' =>
array (
),
),
320 =>
array (
'id' => '320',
'pid' => '2',
'pids' => '0,1,2',
'name' => '外國咖啡',
'dirname' => 'zixun/waiguokafeixinxi',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 320,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '13',
'namerule' => '{typedir}/{Y}/{M}{D}/{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '320',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-zixun/waiguokafeixinxi.html',
'total' => 13,
'field' =>
array (
),
),
323 =>
array (
'id' => '323',
'pid' => '2',
'pids' => '0,1,2',
'name' => '7月資訊',
'dirname' => '7yuezixun',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 323,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1',
'namerule' => '{typedir}{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '323',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-7yuezixun.html',
'total' => 1,
'field' =>
array (
),
),
) |
| urlrule |
'/views-81745-[page].html' |
| fix_html_now_url |
'' |
| my_web_url |
'https://bak.gafei.com/views-81745' |
| get |
array (
's' => 'article',
'c' => 'show',
'id' => '81745',
'm' => 'index',
) |
