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'咖啡,新零售,零售,互聯網,路程,多遠,'

'專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房（微信公衆號cafe_style ） 互聯網咖啡 成爲一種趨勢，從咖啡的屬性來看，我們研究下 互聯網咖啡 能走多遠？ 回顧咖啡的幾個屬性功能屬性提神、醒腦對於國內的大部分消費者來說，至今提到咖啡都會想到提神這'

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'2018-06-24 12:23:11'

'2018-06-24 12:26:18'

'118804'

''

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NULL

'<h2 style="padding: 0px 0px 0px 28px; margin: 0px 0px 0.8em; outline: 0px; zoom: 1; font-size: 19px; font-weight: normal; color: rgb(51, 51, 51); box-sizing: border-box; border-width: 0px 0px 2px; border-bottom-style: solid; border-bottom-color: rgb(80, 193, 233); font-variant-numeric: inherit; font-stretch: inherit; line-height: 30px; font-family: &quot;ヒラギノ角ゴ Pro W3&quot;, &quot;Hiragino Kaku Gothic Pro&quot;, メイリオ, Meiryo, &quot;ＭＳ Ｐゴシック&quot;, sans-serif; vertical-align: baseline; position: relative; width: auto;">
	<span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; font-size: 16px;"><span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;"><font style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; box-sizing: border-box; vertical-align: inherit;"><img alt="" src="/uploads/allimg/180624/17-1P624120413K4.jpg" style="width: 800px; height: 800px;" /><br />
	專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房（微信公衆號cafe_style ）</font></span></span></h2>
<ul style="padding-right: 0px; padding-left: 0px; font-size: 14px; margin: 0px 0px 20px; outline: 0px; zoom: 1; font-family: 微軟雅黑, 黑體, Arial; color: rgb(0, 0, 0); box-sizing: border-box; border: 0px; font-variant-numeric: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; list-style: none outside;">
	<li style="padding: 0px 0px 0px 20px; margin: 0px 0px 12px; outline: 0px; zoom: 1; list-style: none; box-sizing: border-box; border: 0px; font-style: inherit; font-variant: inherit; font-stretch: inherit; font-size: inherit; line-height: 18px; vertical-align: baseline; background-image: url(&quot;https://coffeemecca.jp/wp-content/themes/coffee/images/coffeelist.png&quot;); background-size: 0.8em; background-attachment: scroll; background-color: transparent; background-position: 4px 3px; background-repeat: no-repeat;">
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			<div style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;">
				<div style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;">
					<div>
						　　<a href="https://www.gafei.com/ruixingkafei/20180605118655.html">互聯網咖啡</a>成爲一種趨勢，從咖啡的屬性來看，我們研究下<a href="https://www.gafei.com/ruixingkafei/20180605118655.html">互聯網咖啡</a>能走多遠？</div>
					<div>
						　　</div>
					<div>
						　　回顧咖啡的幾個屬性功能屬性&mdash;提神、醒腦對於國內的大部分消費者來說，至今提到咖啡都會想到&ldquo;提神&rdquo;這個功能。不管是清晨醒腦、下午犯困還是夜晚加班，咖啡這一廣爲人知的功能都構成了主要購買理由。但這個屬性有個先天的問題存在&mdash;&mdash;它限制了咖啡的消費時段，一部分消費者不會在晚飯前後喝咖啡，怕睡不着覺，而茶飲在這方面則&ldquo;討巧&rdquo;很多。</div>
					<div>
						　　</div>
					<div>
						　　場景屬性&mdash;社交、休閒不管是以前的咖啡廳，還是現在的連鎖咖啡店，它們都承載着消費場景的需求。在新式茶飲門店出現之前，無論商談、約會、小聚，咖啡店都是一個不錯的選擇。然而現在很多茶飲品牌，也能滿足消費者的場景需求，如果我們觀察購物中心飲品店的外擺區域(滿座率)，會很清晰發現這種變化。</div>
					<div>
						　　</div>
					<div>
						　　體驗屬性&mdash;品鑑、品味越來越多的消費者將喝咖啡作爲一種愛好，他們開始學會品鑑咖啡。這個品鑑不侷限於咖啡的口感、咖啡豆(產地/風味)的選擇和衝烤技巧，還包括對咖啡文化的瞭解、咖啡店的設計方式、消費互動體驗以及品牌理念的認同等。我們可以這麼理解：咖啡是一個載體，聚攏着有同一種生活方式或者愛好的羣體，很多網紅品牌就是這方面的代表。</div>
					<div>
						　　</div>
					<div>
						　　咖啡的消費需求與市場分化咖啡的這三個基礎屬性，對應了市場需求的規模，進而分化出不同品牌的市場切入點。比如滿足功能性需求 有便利店咖啡、肯麥的咖啡、85&deg;C等親民品牌;滿足場景需求 的有星巴克、COSTA等商業連鎖品牌;滿足體驗需求 的出現了GREYBOX、SEESAW、星巴克工坊店、Peet&rsquo;s、% Arabica、CAFFE PASCUCCI等精品品牌。</div>
					<div>
						　　</div>
					<div>
						　　雖然越來越多的消費者有了喝咖啡的習慣，但消費頻次目前看來依舊是瓶頸。新式茶飲也在不斷進化，無疑也搶佔着咖啡的市場。</div>
					<div>
						　　</div>
					<div>
						　　<a href="https://www.gafei.com/ruixingkafei/20180605118655.html">互聯網咖啡</a>的難點上下兩難上下兩難是目前現狀。現有的<a href="https://www.gafei.com/ruixingkafei/20180605118655.html">互聯網咖啡</a>品牌，無法達到精品咖啡的要求。全自動咖啡機可以保證效率，但失去了口味的獨特性、手衝的價值感。如果是做&ldquo;親民&rdquo;市場，現有的成本結構、門店模型和產品結構又無法提供優勢價格，達到足夠的流量。所以就只能切場景這個市場(如瑞幸咖啡有旗艦店、優享店、自提店)，星巴克自然就成了對標對象，也就需要面對下一個難題&mdash;&mdash;選址與體驗。</div>
					<div>
						　　</div>
					<div>
						　　選址與體驗場景的打造跟選址有直接關係。選址需要考量線下的流量、客羣畫像、消費能力等一系列因素，最終使目標消費者與消費場景匹配。 像星巴克就具有成熟選址能力，也是不少餐飲品牌跟隨戰術的對象。對於餐飲品牌來說，線下門店的選址極其重要，很多時候不是開不了這麼多店，而是沒有那麼多合適的地方開店。</div>
					<div>
						　　</div>
					<div>
						　　再來說體驗，體驗是餐飲品牌建設的其中一個重要環節，它不是空間設計和裝修能解決的問題。 體驗首先需要的就是人與人之間的接觸，收銀員本是品牌與消費者的第一觸點，如果砍掉收銀員(目前大多爲線上購買),誰來滿足消費者各種個性化需求，以及爲消費者的購買選擇提供幫助？在小編看來，如果餐飲只剩下人機交互，那也就失去了溫度。</div>
					<div>
						　　</div>
					<div>
						　　外帶與外賣那如果放棄體驗，做工廠型門店呢？外帶門店需要的面積小，選址有彈性，同時還兼具外賣的功能。但是外帶門店的覆蓋半徑很小，基本上500米以外就需要外賣解決。由於咖啡口感衰敗快速，使得外賣的覆蓋半徑往往停留在2公里以內。也就是說，如果要做工廠型門店，點要布的非常密集，才能保證消費者的可觸可達。如果把外賣的損耗和外送成本考慮在內，試想一旦星巴克開始了線上業務，那又會是怎樣一種競爭。</div>
					<div>
						　　</div>
					<div>
						　　產品與價格小編覺得，不管切入哪個市場，其價格與價值都應對等，一旦價格脫離了價值的合理區間，&ldquo;虧本&rdquo;和&ldquo;賣不出去&rdquo;都可能發生。</div>
					<div>
						　　</div>
					<div>
						　　做一個簡單的設想：親民的價格=功能價值;場景的價格=功能價值+服務價值+空間價值+品牌溢價;品鑑的價格=功能價值+服務價值+空間價值+產品溢價+體驗溢價+品牌溢價;<a href="https://www.gafei.com/ruixingkafei/20180605118655.html">互聯網咖啡</a>的價格=功能價值+?</div>
					<div>
						　　</div>
					<div>
						　　如果單純用錢去砸流量，能砸出知名度，砸不出口碑，餐飲的產品價值不是被教育出來的，是消費者花錢買出來的。餐飲的基本商業邏輯是要保持合理的毛利率，如果要用高質低價+補貼的打法，其實已不是餐飲公司的做法。</div>
					<div>
						　　</div>
					<div>
						　　換個角度想，高成本的咖啡豆和精妙配比，真能換來產品的很大差異化麼？如果能，需要滿足兩個前提，喝的人懂咖啡，或者現制現喝。然而事實是，懂喝咖啡消費者逐漸轉向了精品咖啡，跟互聯網品牌接觸的消費者大都通過外賣購買&hellip;&hellip;餐飲的本質依舊是人假設一個門店最少需要4個人，1000個門店就是4000名員工，這僅僅是理論值。餐飲有一個特性就是人員流動非常高。在小編看來，星巴克的成功之處，恰恰就是就是對組織和人員的管理，這需要長時間的沉澱和品牌制度+文化的建設。換句話說，一年時間落地幾百家門店有可能，落地後的如何持續運營纔是更難的開始。</div>
					<br />
					<br />
					&nbsp;</div>
			</div>
		</div>
	</li>
</ul>
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''

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