4.1.4

'110429'

'21'

'中國的咖啡館行業洗牌加速，市場震盪遠未結束'

'/uploads/allimg/171019/3-1G019110K1528-lp.jpg'

'中國,咖啡館,行業,洗牌,加速,市場,震盪,未結束,'

'專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ） 震盪加劇，洗牌加速，連被模仿者星巴克也和本土咖啡館創業者回到了同一起跑線。 咖啡館創業盛年危機 在被持續唱多N多年之後，中國的咖啡館生意似乎一夜之間落入了空頭。 統計數據疾行在過山車的俯衝'

'113'

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'未知'

'9'

'/views-110429'

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'2017-10-19 11:04:58'

'2017-10-19 11:08:31'

'109660'

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'<span style="font-size:16px;"><img alt="" src="/uploads/allimg/171019/3-1G019110K1528.jpg" style="width: 800px; height: 449px;" /><br />
<span style="color: rgb(62, 62, 62); font-family: 微軟雅黑, 黑體, Arial;">專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ）</span></span><br />
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	<span style="font-size:16px;">　　震盪加劇，洗牌加速，連&ldquo;被模仿者&rdquo;星巴克也和本土咖啡館創業者回到了同一起跑線。</span></div>
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	<span style="font-size:16px;">　　咖啡館創業盛年危機</span></div>
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	<span style="font-size:16px;">　　在被持續&ldquo;唱多&rdquo;N多年之後，中國的咖啡館生意似乎一夜之間落入了&ldquo;空頭&rdquo;。</span></div>
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	<span style="font-size:16px;">　　統計數據疾行在&ldquo;過山車&rdquo;的俯衝階段：&ldquo;新美大&rdquo;和咖啡行業媒體《咖門》的統計顯示，2016年初，中國咖啡館總數曾一度突破10萬+大關。但好景不長，下半年就迎來了關店潮，全年關店總數高達1.4萬家。</span></div>
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	<span style="font-size:16px;">　　進入2017年後，這一狀況仍未得到改觀：兩岸咖啡母公司病急亂投醫，做起了美容業；韓系咖啡品牌咖啡陪你、豪麗斯創始人在中國市場節節敗退等一系列重壓下，走上了自殺的不歸路&hellip;&hellip;</span></div>
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	<span style="font-size:16px;">　　作爲一種舶來品，咖啡館從未遇到過如此失衡多變、迭代迅速的市場生態。</span></div>
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	<span style="font-size:16px;">　　中國品牌、韓國品牌、歐美品牌三股勢力，有的被巨頭壓制，變得小而散；有的瞄準休閒餐飲興起之勢，閃電式擴張，結果遭遇內外夾擊，失速殞命；有的躊躇滿志，喊出了5000家門店直營的口號，背後卻隱藏著被消費者拋棄的危機。</span></div>
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	<span style="font-size:16px;">　　所有這些動盪讓人不禁要問，巨頭老去，咖啡館創業者能接上新的空檔嗎？拓展細分市場，能否生長出新的物種？甚至，在中國這門生意除了情懷，還有機會嗎？</span></div>
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	<span style="font-size:16px;">　　場景+</span></div>
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	<span style="font-size:16px;">　　同樣是西式餐飲，在快餐領域，土生土長的德克士，已經有了足以叫板肯德基、麥當勞的實力；而在咖啡館行業，中國的星巴克、COSTA在哪裏，至今未見眉目。</span></div>
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	<span style="font-size:16px;">　　缺少咖啡文化積澱，被認爲是癥結所在。而星巴克之所以能走紅，也並非產品上的成功，而是因爲它精準地爲中國白領在辦公室和家之外營造了一個&ldquo;第三空間&rdquo;。既然如此，何必再糾結於如何教育消費者，場景創新或許纔是在中國做好這門生意的關鍵。</span></div>
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	<span style="font-size:16px;">　　2017年7月17日，一家智能安防設備製造商&ldquo;漢邦高科&rdquo;，在北京中關村3W咖啡館，召開了一場新品發佈會。</span></div>
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	<span style="font-size:16px;">　　即便在這個發佈會遍地開花的時代，一家企業選擇在咖啡館開發佈會，也足以令人意外，更何況漢邦高科不是一家小公司，而是A股上市企業。</span></div>
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	<span style="font-size:16px;">　　不過，對於3W而言，承接各種會務倒是早已輕車熟路，並且是其重要盈利方式之一。</span></div>
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	<span style="font-size:16px;">　　很長時間以來，3W咖啡因其股東中有徐小平、沈南鵬等投資人，自身也參與建設孵化器、股權投資，被認爲是創業咖啡館的代表。</span></div>
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	<span style="font-size:16px;">　　但是創始人許單單從未如此定位。他認爲除了北京、深圳，其他城市沒有濃厚的創業氛圍，強調創業主題只會侷限其向外複製。事實上，目前遍佈全國的創業咖啡館大多都處在虧損狀態。</span></div>
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	<span style="font-size:16px;">　　所以，許單單給3W的定位是互聯網主題，並基於互聯網人的需求進行了場景再造。具體的做法就是，咖啡館的背後其實是一家傳媒公司，其在3W的物理空間裏承辦各種泛互聯網企業的產品發佈會、行業培訓、社羣活動等。</span></div>
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	<span style="font-size:16px;">　　相比創業主題，新的場景覆蓋了更廣泛的消費者，滿足了他們的剛需，並且給3W帶來了流量。這正是3W作爲一個咖啡館，自身能夠實現盈利的原因。</span></div>
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	<span style="font-size:16px;">　　事實上，從品牌競爭格局情況來看，國內咖啡廳市場並未出現壟斷。即便星巴克目前有2800家店，市場佔有率也僅爲3.3%。</span></div>
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	<span style="font-size:16px;">　　所以，與其成爲下一個星巴克，倒不如像3W這樣重新創造一個場景，甚至乾脆放棄大規模複製的可能，在更加細分的場景進行創新，掘金長尾市場。比如，基於現有資源或客羣，專注於垂直場景的咖啡館品牌HOODOGCAFE、向日葵之家等。</span></div>
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	<span style="font-size:16px;">　　時下，越來越多小資青年熱衷豢養寵物，並且衍生出了社交需求。而這類人羣又與咖啡消費者有很大的重合度。</span></div>
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	<span style="font-size:16px;">　　所以，針對這類人羣，上海的HOODOGCAFE以創始人自己的法國鬥牛犬作爲代言人，通過互聯網營銷，聚攏了一大批愛狗人士帶著自己的寵物來店消費。</span></div>
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	<span style="font-size:16px;">　　結果就是，HOODOGCAFE成爲上海寵物迷們知名的聚會平臺，在這一輕鬆的場景裏一邊交流養寵經驗，一邊享受咖啡，體驗遠遠超過在廣場、公園裏日曬雨淋。所以，即使客單價高達七八十元，HOODOGCAFE生意依然火爆。</span></div>
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	<span style="font-size:16px;">　　而廈門的向日葵之家咖啡館，則基於區位優勢，設計成了一個買手店的場景。</span></div>
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	<span style="font-size:16px;">　　向日葵之家位於廈大藝術區，周邊有許多大學學生、教師以及藝術工作者駐紮。藝術氣息濃厚的這裏並不缺少咖啡館，但是同質化嚴重。而向日葵之家另闢蹊徑，定位於買手店版的咖啡館。</span></div>
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	<span style="font-size:16px;">　　有別於其他咖啡館的社交場景，向日葵之家店內四處擺放著店主從世界各地買來的雜貨和設計師作品，爲消費者提供一邊喝咖啡，一邊鑑寶、淘寶的體驗。目前，向日葵之家不僅實現了盈利，還成爲了廈大藝術區吸引外地遊客的一張名片。</span></div>
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	<span style="font-size:16px;">　　獨特的場景可以立刻形成品牌區分，是中小創業者最現實的選擇。但是，咖啡+場景並非萬能藥，用好了可以帶來客流，用不好則會耗費過多精力。前提就是，場景要爲咖啡服務，否則資源的分配將變得混亂而難以把控。</span></div>
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	<span style="font-size:16px;">　　慢生意快不起來</span></div>
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	<span style="font-size:16px;">　　2017年7月26日，一個令整個咖啡界蒙上陰影的消息從韓國傳來&mdash;&mdash;素有&ldquo;咖啡王&rdquo;之稱的韓國KH公司代表姜勳自殺。</span></div>
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	<span style="font-size:16px;">　　姜勳的人生大幕徐徐落下，而他一手打造的著名連鎖品牌&ldquo;豪麗斯&rdquo;&ldquo;咖啡陪你&rdquo;&ldquo;MangoSix&rdquo;，自2015年前後在中國陷入&ldquo;關店危機&rdquo;以來，早已從公衆輿論場中消失了。</span></div>
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	<span style="font-size:16px;">　　其他的韓系咖啡連鎖品牌在華的日子同樣艱難，ZooCoffee已經被中資完全接管，而漫咖啡近年關店的速度，就快趕上開店的速度了。</span></div>
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	<span style="font-size:16px;">　　對於中國雄心勃勃的創業者來說，韓系咖啡館的落寞值得關注。這是一個典型錯估市場，盲目擴張導致失敗的前車之鑑。</span></div>
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	<span style="font-size:16px;">　　如果你光顧過韓系咖啡館，會發現那是一個與星巴克完全不同的空間。它們動輒500平方米，多布藝、皮質傢俱，有的還有落地窗、毛絨玩具，氛圍年輕、休閒、溫馨。而華夫餅等食物也以精緻著稱，咖啡都以現磨爲主。</span></div>
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	<span style="font-size:16px;">　　漫咖啡的創始人辛子相曾說過，與星巴克鼓勵外帶不同，韓系咖啡希望讓顧客在店裏停留，而他們必定會&ldquo;呼朋喚友&rdquo;，帶來更多的消費者。他們的目標消費羣是情侶、聚會聊天的朋友或者家庭。</span></div>
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	<span style="font-size:16px;">　　然而，一個現實的問題是，韓系咖啡店進入一線城市時間較晚，市區資源已被星巴克等搶佔，並且高企的租金對於大空間的需求而言，不但選擇範圍較小，市區的租金成本也會過多擠壓利潤。</span></div>
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	<span style="font-size:16px;">　　所以，他們只好瞄準了一線城市郊區和二三線城市市場。統計顯示，在一線城市中，韓系咖啡店品牌的郊區選址佔比高達69%，遠高於歐美系咖啡店品牌。</span></div>
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	<span style="font-size:16px;">　　問題也由此而來&mdash;&mdash;韓系咖啡館高估了這些地方消費者對咖啡的需求。</span></div>
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	<span style="font-size:16px;">　　原來，中國的咖啡消費市場儘管一直在高速增長，但速溶咖啡佔據了70%，瓶裝即飲佔據了近28%，而星巴克、COSTA、一衆韓系咖啡館都在爭奪的是隻有2%的現磨咖啡市場。而在現磨咖啡市場裏，核心消費羣體仍然是商務人士，並非休閒人羣。</span></div>
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	<span style="font-size:16px;">　　而且咖啡館休閒化之後，雖然避開了歐美品牌，卻和其他日漸崛起的街飲品牌撞了個滿懷，這是一個更加擁擠的市場。</span></div>
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	<span style="font-size:16px;">　　這些還只是外因，真正讓韓系咖啡高開低走的，其實是其飽受詬病的加盟模式。</span></div>
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	<span style="font-size:16px;">　　在巔峯時期，咖啡陪你曾在中國擁有600多家門店，以&ldquo;趕超星巴克&rdquo;爲旗號。其中國官網上寫道：&ldquo;咖啡陪你對於未來的規劃很明確。無論你走在中國的什麼地方，不論是一線城市，還是三四線城鎮，只要您想喝咖啡，就會有一家咖啡陪你等著您。&rdquo;</span></div>
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	<span style="font-size:16px;">　　爲了儘快實現這一目標，咖啡陪你沒有選擇區域代理，而是採取了個體加盟模式，最多時每年開店200家。</span></div>
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	<span style="font-size:16px;">　　然後，這種高速擴張導致的結果是，咖啡陪你總部的管控力被削弱了。會員卡無法通用、不同門店服務品質有差異，甚至是加盟店各自爲戰的情況日益嚴重，這些都嚴重拖累了咖啡陪你在華經營的口碑。</span></div>
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	<span style="font-size:16px;">　　這不僅僅是咖啡陪你一家的問題，韓系咖啡品牌多以加盟或合作經營爲主，其中韓國KH在華門店的直營比例僅佔10%，ZooCoffee直營比例更是僅爲4%。</span></div>
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	<span style="font-size:16px;">　　韓系咖啡本想以最快的速度，搶佔看似樂觀的中國咖啡館市場。然而，它不僅錯估了形勢，而且錯選了方式。</span></div>
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	<span style="font-size:16px;">　　事實上就在前不久，星巴克宣佈以約13億美元收購了星巴克華東市場合資企業的剩餘50%股份。通過此次收購，星巴克取得共約1300家門店的100%所有權。而它未來的計劃是，在中國實現全面直營，總數爲5000家。</span></div>
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	<span style="font-size:16px;">　　業界似乎已經意識到，要想打造持久的咖啡連鎖品牌，通過直營精耕細作方是正途。正如國內老牌咖啡館品牌&ldquo;雕刻時光&rdquo;CEO趙珂僮所言，&ldquo;咖啡館本來就是慢生意，想在這行賺快錢的人，會砸牌子的。&rdquo;</span></div>
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	<span style="font-size:16px;">　　星巴克的對手</span></div>
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	<span style="font-size:16px;">　　&ldquo;場景+&rdquo;能否成爲普適的商業模式，創業者們仍然在摸索。另一條路徑&ldquo;加盟模式&rdquo;，則遭遇階段性波折。舉目四望，咖啡精品化似乎是一個正在浮出水面的機會。</span></div>
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	<span style="font-size:16px;">　　這也正是近年個體咖啡館創業熱的重要方向之一。</span></div>
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	<span style="font-size:16px;">　　對無數創業者而言，開咖啡館是一件情懷滿滿的事。在他們眼中，&ldquo;星巴克的快餐模式，是對咖啡的褻瀆，精品咖啡纔是真正的咖啡&rdquo;&ldquo;賺不賺錢不重要，傳播咖啡文化更關鍵。&rdquo;</span></div>
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	<span style="font-size:16px;">　　然而很不幸，&ldquo;新美大&rdquo;和咖啡行業媒體《咖門》統計發現，當前關店潮的主力也是這些非商業驅動的個體創業者。</span></div>
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	<span style="font-size:16px;">　　在咖啡業內，做好精品咖啡有一個&ldquo;4321理論&rdquo;：40%的品種、種植、處理方法，30%的烘焙，20%的器材，10%的沖泡技術。其中每一個環節都足以淘汰一大撥&ldquo;玩票者&rdquo;。</span></div>
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	<span style="font-size:16px;">　　所以，真正成功的精品咖啡館，並不妄談情懷，而是深耕每一個環節。</span></div>
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	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　2017年7月，上海Seesaw咖啡拿到了弘毅資本投資4500萬元A輪融資，這是國內第一個拿到主流資本投資的精品咖啡連鎖品牌。而Seesaw之所以能夠吸引到資本的青睞，與一直致力於完善產品供應鏈不無關係。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　不同於個體創業者從批發商處進貨的模式，Seesaw通過在咖啡豆產地直購來保證產品品質和利潤空間，其中Seesaw和雲南的產地合作最爲深入。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　Seesaw自己制定了一套標準，對每年採購的雲南咖啡的品質進行控制，並與咖農維持穩定合作關係，幫助他們進行咖啡苗培育以及規範咖啡豆的採摘與處理。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　而要做到這一點，不僅需要鉅額的資本投入，更需要時間的磨合。Seesaw爲此已經投入了數千萬元，和5年的時間成本。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　精品咖啡館中的網紅&ldquo;質館咖啡&rdquo;，同樣採取這種直採直供的原料供應方式。而且它充分利用這種模式的優勢，推動了整個製作流程的透明化。這也是其最大的服務特色和營銷手段之所在。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　直採直供讓質館掌握了原料的所有信息，包括樹種、樹齡、栽培方式等。加上此後的烘焙方式、沖泡方式，質館爲每款產品製作了一張身份信息表，並打印出來放在托盤之上。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　除此之外，基於對直採原料品質的熟悉，擁有CQI認證的專業品鑑師還對每款產品的風味、果酸、乾溼香氣和餘韻等進行了打分，在繪製成了一個座標系圖表之後，同樣也印在托盤墊紙之上。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　有了這些信息，外行的消費者也能品鑑精品咖啡了。而考慮到他們可能會懷疑這些信息的真實性，質館最後不忘讓產品說話：</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　咖啡上桌後，質館會提供3個杯子。一熱一冷兩杯，來呈現咖啡在兩種溫度下的不同風味。另一小杯，則是用來品鑑咖啡粉。這樣一來，消費者能直觀的感受到原料好壞，以及沖泡工藝對咖啡風味的影響了。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　由於全程透明化，消費者在質館飲用精品咖啡的門檻被降低了。這使得質館面向大衆，走上了薄利多銷的路子。目前，質館的精品咖啡售價只與星巴克相當。並且在&ldquo;新美大&rdquo;和《咖門》統計的國內咖啡店鋪流量排行中，質館位居第一。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　儘管在中國，這類成功的精品咖啡館只是少數派，但是失敗者也並非毫無貢獻，它們和成功者一起，正潛移默化地升級著消費者的口味。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　商業嗅覺敏感的星巴克顯然已經意識到，中國消費者遲早要躍過喝快餐咖啡的階段。其近年來在澳大利亞市場敗退，原因正是如此。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　所以在2016年底，星巴克創始人舒爾茨宣佈，將傾注全力發展高端咖啡業務，把&ldquo;星巴克臻選&rdquo;品牌和門店擴展到全球。而中國作爲其最大市場，必然將是重點佈局對象。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　星巴克當下推進的全面直營戰略，某種意義上也是爲這種精品化轉型做準備。而在供應端，星巴克已經陸續在肯尼亞、哥倫比亞、蘇門答臘、中國雲南等推動單品優產基地的收編工作。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　在中國咖啡館這個行當，談價值觀的人多，聊方法論的少。現在，連&ldquo;被模仿者&rdquo;星巴克，也和本土創業者站上了同一起跑線，大家都在尋找新的可能。這一輪的市場震盪遠未結束。</span></div>
'

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'1508382298'

'1508382511'

'中國的咖啡館行業洗牌加速，市場震盪遠未結束_點評_咖啡館經營_中國咖啡網'

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'專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ） 震盪加劇，洗牌加速，連被模仿者星巴克也和本土咖啡館創業者回到了同一起跑線。 咖啡館創業盛年危機 在被持續唱多N多年之後，中國的咖啡館生意似乎一夜之間落入了空頭。 統計數據疾行在過山車的俯衝'

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