4.1.4

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'精品咖啡只賣9.9元，它是在攪局還是破局？'

'/uploads/allimg/161012/8-161012095K1308.jpg'

'精品,咖啡,9.9元,是在,攪局,還是,破局,進入,中國,市'

'自進入中國市場以來，作爲一款提神的功能性飲品，精品咖啡的價格做到了睥睨四海。 但局面似乎正在改變。 3年前，成立於上海的Seesaw，把精品咖啡的價格壓到25塊，惹來業界爭議一片； 現在，北京的Never Coffee以攪局者的姿勢，把它的精品咖啡價格壓到9.9元，'

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'2016-10-12 09:57:55'

'2016-10-12 09:57:53'

'80048'

''

''

''

''

''

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''

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''

''

''

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NULL

'<div>
	自進入中國市場以來，作爲一款提神的功能性飲品，精品咖啡的價格做到了睥睨四海。</div>
<div>
	&nbsp;</div>
<div>
	但局面似乎正在改變。</div>
<div>
	&nbsp;</div>
<div>
	3年前，成立於上海的Seesaw，把精品咖啡的價格壓到25塊，惹來業界爭議一片；</div>
<div>
	&nbsp;</div>
<div>
	現在，北京的Never Coffee以&ldquo;攪局者&rdquo;的姿勢，把它的精品咖啡價格壓到9.9元，肆意撩撥同行們的神經。</div>
<div>
	&nbsp;</div>
<div>
	這是咖啡行業價格戰的前奏，還是破局價格怪圈的預謀？</div>
<div>
	&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	一、精品咖啡界來了條鯰魚</div>
<div>
	&nbsp;</div>
<div>
	這家名字叫做Never Coffee的咖啡館，迄今運作了半年時間。</div>
<div>
	&nbsp;</div>
<div>
	它如今已經是中國精品咖啡供應商最大的客戶。</div>
<div>
	&nbsp;</div>
<div>
	最多時，它一個月用掉了960公斤精品咖啡豆&mdash;&mdash;要知道，一個普通精品咖啡館，這個數字通常小於20公斤。</div>
<div>
	&nbsp;</div>
<div>
	創始人劉左飛，是一個年輕的跨界者。</div>
<div>
	&nbsp;</div>
<div>
	美國法學博士畢業後，他有過一段短暫的律師生涯。而就在去年，他成功的把經營的一個果汁品牌賣了個好價錢。</div>
<div>
	&nbsp;</div>
<div>
	跨界者對行規的態度通常更野蠻。他們橫衝直撞，像鯰魚一樣攪動着行業的池水，肆意撩撥同行的神經。</div>
<div>
	&nbsp;</div>
<div>
	Never Coffee正是如此。它把一杯精品咖啡的價格，從50元的行業價格壓到了9.9元。</div>
<div>
	&nbsp;</div>
<div>
	產品很簡單：用80分以上的精品豆，通過灌裝生產線，製作出能在微波爐里加熱的精品咖啡。每套6瓶，有耶加雪啡、曼特寧等6種不同風味。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	自年中上線起，這款產品就出人意料的火爆。上線第一天晚上，劉左飛的團隊賣出了1950套共計10000多瓶。</div>
<div>
	&nbsp;</div>
<div>
	這也遠遠超出了Never Coffee團隊的預料&mdash;&mdash;他們只准備了100套產品。</div>
<div>
	&nbsp;</div>
<div>
	劉左飛告訴咖門，如今Never Coffee的日銷量在5000瓶左右。算下來，一個月的流水將近150萬。</div>
<div>
	&nbsp;</div>
<div>
	這相當於3家星巴克的業績。</div>
<div>
	&nbsp;</div>
<div>
	二、從消費者最敏感的價格下手</div>
<div>
	&nbsp;</div>
<div>
	9.9元這個令人咋舌的定價，是劉左飛跟合夥人康晉反覆爭吵後決定的。</div>
<div>
	&nbsp;</div>
<div>
	後者常年在北京經營着2家咖啡館，如今同時負責着Never Coffee的產品線，被業內稱爲&ldquo;康大師&rdquo;。</div>
<div>
	&nbsp;</div>
<div>
	長期的從業經驗告訴康晉，一杯精品咖啡合理價位是50元，這也是行業認同價。</div>
<div>
	&nbsp;</div>
<div>
	劉左飛不以爲然。</div>
<div>
	&nbsp;</div>
<div>
	長期的美國生活，讓他把更多的思考放在咖啡的價格怪圈上：這是一個暴利行業。</div>
<div>
	&nbsp;</div>
<div>
	&ldquo;一杯花式不加奶的咖啡成本是4毛錢，售賣時小杯22元，大杯28元。星巴克單店一天賣出600杯咖啡，按均價30元，一個月流水50萬。拋去運營成本，星巴克的咖啡至少有10倍利潤。&rdquo;</div>
<div>
	&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	而市面上價格更貴的精品咖啡館，則因爲單店運營成本高，量走不動，被迫維持高價。</div>
<div>
	&nbsp;</div>
<div>
	這個團隊最終決定從消費者最敏感的價格入手，突圍價格怪圈。</div>
<div>
	&nbsp;</div>
<div>
	Never Coffee瞄準的消費主體，是市場上對咖啡有剛需的用戶。</div>
<div>
	&nbsp;</div>
<div>
	&ldquo;市場上有這樣一批消費者，雖然基數不是特別大，但已經對咖啡有所依賴。他們對消費環境沒有要求，但30元一杯的咖啡是有壓力的，又不想喝速溶，我們的產品和銷售模式，就對準了這部分羣體。&rdquo;</div>
<div>
	&nbsp;</div>
<div>
	三、大流量拯救低利潤</div>
<div>
	&nbsp;</div>
<div>
	在劉左飛的設計中，咖啡館被放在了最末端，目前並不對外營業。</div>
<div>
	&nbsp;</div>
<div>
	爲了維持利潤，Never Coffee 乾脆省略掉了咖啡館的場景消費。正在籌備的3家新店，也都是不設桌椅，只提供現飲外帶，以降低店租成本。</div>
<div>
	&nbsp;</div>
<div>
	另外的方法是大宗採購。Never Coffee在埃塞俄比亞、蘇門答臘、巴西、洪都拉斯、雲南等地的採購，每次量級都在5噸上下，要用集裝箱運送。大宗採購換來的議價權，讓它的成本比獨立精品咖啡店便宜近30%。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	從消費者最敏感的產品價格切入，以最低的運營成本，提供高品質的產品，然後靠性價比攫取消費客流，獲得利潤。</div>
<div>
	&nbsp;</div>
<div>
	這就是Never Coffee的商業邏輯。</div>
<div>
	&nbsp;</div>
<div>
	值得一提的是，在Never Coffee上線銷售的第三天，就藉此模式敲定了俞敏洪和盛希泰創立的&ldquo;洪泰基金&rdquo;300萬元天使輪投資。</div>
<div>
	&nbsp;</div>
<div>
	四、精品咖啡工業化有未來嗎？</div>
<div>
	&nbsp;</div>
<div>
	精品咖啡有個&ldquo;4321&rdquo;理論，即一杯精品咖啡的品質取決於40%的豆子，30%的烘焙，20%的器材，10%的人工技術。</div>
<div>
	&nbsp;</div>
<div>
	把咖啡做成灌裝產品，大批量線上售賣，如此複雜的過程，如何保證精品咖啡的質量？</div>
<div>
	&nbsp;</div>
<div>
	得益於對果汁生產線的熟稔，劉左飛和搭檔一同從設備入手，嘗試實現精品咖啡的工業化。</div>
<div>
	&nbsp;</div>
<div>
	由於相關設備的市場空白，他們不得不自己研發出一臺工業用萃取機，一條半自動灌裝生產線。</div>
<div>
	&nbsp;</div>
<div>
	這套設備以噸爲單位，佔地200多平。&ldquo;雖然外形難看，但卻靠可控的形式，保證了每一瓶精品咖啡質量的穩定。&rdquo;</div>
<div>
	&nbsp;</div>
<div>
	目前，這條生產線日產能爲5000瓶，對正在增長的銷量來說已經有點力不從心。劉左飛的打算是銷量增長到下一個階段時，到日本進口一臺專業的工業萃取機，然後找代工解決產能。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	&nbsp;</div>
<div>
	這款工業化咖啡產品一出世，就引發了業界的爭議。這種灌裝的、低價的、機械化生產的咖啡，還算得上精品咖啡嗎？</div>
<div>
	&nbsp;</div>
<div>
	甚至有同行找上門來踢館，講述自己從吧檯做起到拿烘豆冠軍的歷史，斥責他們是&ldquo;瞎攪合&rdquo;、&ldquo;惡性價格戰&rdquo;。</div>
<div>
	&nbsp;</div>
<div>
	當然，這條精品咖啡界新來的鯰魚，也不乏欣賞者。</div>
<div>
	&nbsp;</div>
<div>
	質館咖啡董事長鄭松茂告訴咖門，Never Coffee這個年輕的品牌一上線他便有所關注，對他們這種不一樣的模式很感興趣。</div>
<div>
	&nbsp;</div>
<div>
	Seesaw 創始人宗心曠則向咖門表示，就精品咖啡在中國市場所處階段來說，有團隊能夠在模式上做出創新和嘗試，是一件很好的事情。</div>
<div>
	&nbsp;</div>
<div>
	但同時，兩位都提到，這種模式是否成功，結果還是要用利潤來證明。</div>
<div>
	&nbsp;</div>
<div>
	劉左飛對此有心理準備。</div>
<div>
	&nbsp;</div>
<div>
	&ldquo;我不懂做咖啡，但瞭解市場很殘酷。這個項目也許會死掉，也許會成領跑者。但不管怎樣，都值得傾盡力氣去嘗試。<img alt="" src="/uploads/allimg/161012/8-161012095K1308.jpg" style="width: 288px; height: 220px;" /></div>
'

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'精品,咖啡,9.9元,是在,攪局,還是,破局,進入,中國,市'

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