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'韓系咖啡在華瘋狂擴張，但僅一年時間就大起大落'

'/uploads/allimg/161219/8-161219104203V4.jpg'

'韓系,咖啡,在華,瘋狂,擴張,但僅,一年,時間,大起大落,養'

'養商需兩年 短期難盈利 規模擴張與品質把控在連鎖經營行業似乎一直存在着矛盾，但企業提高加盟門檻可降低品牌受損風險。例如，7-11在華開放加盟之初，條件近乎苛刻，加盟者僅可從原有經營欠佳的門店接盤經營、加盟者和輔助人需全職。雖讓一些人望而卻步，但'

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'2016-12-19 10:42:10'

'2016-12-19 10:42:07'

'88990'

''

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'<div>
	&nbsp;養商需兩年 短期難盈利</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 規模擴張與品質把控在連鎖經營行業似乎一直存在着矛盾，但企業提高加盟門檻可降低品牌受損風險。例如，7-11在華開放加盟之初，條件近乎苛刻，加盟者僅可從原有經營欠佳的門店接盤經營、加盟者和輔助人需全職。雖讓一些人望而卻步，但降低了經營風險，保護了品牌形象。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 回到咖啡市場，中國咖啡市場具有巨大空間，目前北京、上海等中國一線城市人均每年咖啡銷量僅爲20杯，與英、美等國家人均每年消費400杯的數量差距甚遠。面對廣闊的市場前景，韓系咖啡品牌在華加速跑馬圈地無可厚非，但在中國咖啡協會首任會長季明看來，咖啡店經營始終是個慢熱的過程。他表示，咖啡連鎖品牌推廣的加盟模式讓很多人把咖啡店看作是賺錢的工具，但其實經營一家咖啡店是一個培養消費者養成飲用咖啡習慣的過程。一家咖啡店從正式營業到實現盈利，一般需要2&mdash;3年的時間，經營者需要更多的耐心去培養市場，而不是將目光放在短期盈利上。（李鐸 陳克遠）</div>
<div>
	管控不力 違約成本低</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 門店關張、加盟商跑路，韓系咖啡品牌風波不斷，暴露出的是企業規模快速增長下，管理把控不足的問題。根據RET睿意德《韓系咖啡店中國發展趨勢研究報告》顯示，韓系咖啡品牌多以加盟或合作經營爲主要擴張模式，其中咖啡陪你的直營比例佔10%，動物園咖啡直營比例僅爲4%。中國連鎖經營協會總幹事王洪濤表示，加盟模式可實現快速擴張，但經營風險加大。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 如咖啡陪你、動物園咖啡採用的單店加盟模式，加盟商在交納加盟費後，經過選址審覈與集團培訓就可以經營一家自由度相對較高的品牌咖啡廳。一位創業型咖啡品牌經營人士表示，咖啡廳經營狀況往往視店面選址而定，在房租、人力等成本施壓下，尤其是開業前兩年，如果沒有好的經營效益，很容易打擊經營者信心。單店加盟的咖啡廳對短期盈利期望較高，單店虧損承受能力較差，而且違約成本較低，這也是韓系咖啡頻頻被曝出加盟商跑路的原因。對比而言，如太平洋咖啡採用單一城市獨家代理，Costa通過&ldquo;捆綁&rdquo;大企業採用區域代理的擴張模式，雖然抬高了合作對象的准入門檻，但卻對品牌形象給予了最大保護。據瞭解，太平洋咖啡對城市代理的要求是每個城市基礎開店數爲10&mdash;15家；而Costa在南、北市場分別與悅達集團、華聯集團合作管理。<br />
	<img alt="" src="/uploads/allimg/161219/8-161219104203V4.jpg" style="width: 329px; height: 220px;" /></div>
'

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