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'被中資全資收購後的“Zoo Coffee”能否憑藉IP勢能實現華麗轉身？'

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'2017-09-25 19:05:36'

'2017-09-25 19:07:45'

'108907'

''

''

''

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NULL

'<section>
	<p>
		<span style="color: rgb(62, 62, 62); font-family: 微軟雅黑, 黑體, Arial; font-size: 14px;">專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ）</span><br />
		<br />
		<span style="font-size:16px;">&ldquo;全資收購後，我覺得我們更懂中國。&rdquo;「Zoo Coffee」總經理李京說。&nbsp;</span></p>
	<p>
		<span style="font-size:16px;">咖啡，是一個天然具備社交屬性的品類；而咖啡館，是一個&ldquo;第三空間&rdquo;，已經成爲家、辦公室之外人們停留最多的場景。&ldquo;電影院、餐廳、購物，是目的地消費，消費之後就會離開；但是在咖啡館，你會留下來。&rdquo;李京告訴36氪，在中國咖啡仍然是&ldquo;輕奢&rdquo;產品，普通白領還達不到一天一杯的消費頻次。但咖啡是具備&ldquo;侵略性&rdquo;的，喝習慣了之後，會覺得離不開它。&nbsp;</span></p>
	<p>
		<span style="font-size:16px;">一組樂觀的數據是，中國咖啡行業以15%的增速在增長，遠高於全球不到2%的增速水平。5年之後，前景可期。</span></p>
	<p>
		<span style="font-size:16px;">而另一組並不那麼樂觀的數據是，《中國餐飲報告（白皮書 2017）》顯示&mdash;&mdash;2016 年中國咖啡館全年關店14807家，90%的關店現象出現在下半年。其中上海去年跌幅達到6%，北京下跌20%，成都下跌最多，達到28%。&nbsp;</span></p>
	<p>
		<span style="font-size:16px;">一度風光的韓系咖啡在中國節節敗退，分析文章已有很多。帶着韓系咖啡的基因，被中資收購後的Zoo Coffee該如何華麗轉身？&nbsp;</span></p>
	<p>
		<span style="font-size:16px;">首先，重新梳理品牌體系。「Zoo Coffee」爲標準店，400平米左右，全國已有250+店。標準店之外，建立高端品牌「City Zoo」，爲700-1000平米的超級店。不到20平米的「Mini Zoo」，針對寫字樓人羣，主打外帶消費。此外，「Zoo Life」既是品牌生活方式的總稱，也是Zoo Coffee的IP動物商城。</span></p>
	<p>
		<span style="font-size:16px;"><img alt="被中資全資收購後，「Zoo Coffee」能否憑藉IP勢能實現華麗轉身？" data-img-size-val="830,500" src="/uploads/allimg/170925/3-1F9251ZG5G9.jpg" style="width: 800px; height: 482px;" /></span></p>
	<p>
		<span style="font-size:16px;">四個品牌之外，「Zoo Toy」娃娃機也會在今年年底呈現，計劃明年三月布到2000臺。娃娃機內的玩偶都是IP款，即使抓不到娃娃，會返還一張10元咖啡券，爲咖啡店引流。</span></p>
	<p>
		<span style="font-size:16px;">其次，將動物元素IP化。爲什麼會提出&ldquo;Zoo Life&rdquo;的概念？李京表示，我們採訪了很多人，發現每個人心中都有一隻動物。有人覺得自己像熊貓，有人覺得自己像考拉，有人覺得自己像長頸鹿。&ldquo;Zoo Life，以動物爲主要的視覺元素，一個情感依附性的元素，來定義新的生活方式。</span></p>
	<p>
		<span style="font-size:16px;">IP體系可分爲兩個部分&mdash;&mdash;第一部分是Zoo Coffee原有的IP形象，比如斑馬、長頸鹿；第二部分是&ldquo;Zoo Friends&rdquo;，和知名IP合作，借成熟IP的勢能，把咖啡店變成一個IP青睞的渠道。作爲品牌中國化的一部分，中國的動物元素也在IP的計劃範疇，比如熊貓、仙鶴、雪豹。</span></p>
	<p>
		<span style="font-size:16px;"><img alt="被中資全資收購後，「Zoo Coffee」能否憑藉IP勢能實現華麗轉身？" data-img-size-val="1034,606" src="/uploads/allimg/170925/3-1F9251ZHAG.jpg" style="width: 800px; height: 469px;" /></span></p>
	<p>
		<span style="font-size:16px;">合作一切可合作的（知名）IP，咖啡館+電影宣發+IP是一個將線下流量最大化的方式之一。Costa+鬼吹燈系列，也是一個借IP勢能的營銷案例。而Zoo Coffee選擇的IP形象和動物相關，比如《神奇動物在哪裏2》、《瘋狂動物城》、《熊出沒》、《捉妖記》等等。此外，快閃店也是合作形式之一，尤其是在&ldquo;怪獸出沒&rdquo;的復活節。</span></p>
	<p>
		<span style="font-size:16px;">李京告訴36氪，Zoo Coffee在全國擁有250+門店，一年的線下流量在4000萬人次。咖啡及簡餐收入只是其一，如何將線上流量向線上流量，產生更高的消費，從而提高客單價。&nbsp;</span></p>
	<p>
		<span style="font-size:16px;">比如在空間上，閒置場地的利用，增加體驗性消費（如油畫畫室），將閒置資源轉化爲場景消費；又如IP產品，提供不同SKU，多種動物形態的消費品。除了20-30歲的女性用戶之外，有小孩的家庭用戶也是Zoo Coffee瞄準的主力消費羣體。</span></p>
	<p>
		<span style="font-size:16px;">要中國化的Zoo Coffee，認爲自己相對於其他品牌最大的優勢在於動物IP的延展。但畢竟韓系咖啡一波頹勢在前，Zoo Coffee能否憑藉現有的品牌勢能和IP嘗試實現華麗轉身？</span></p>
</section>
<section>
	<div>
		<div>
			&nbsp;</div>
	</div>
</section>
<br />
'

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''

'https://gafei.com/views-109676'

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