4.1.4

'81892'

'2'

'雀巢推出一款搖着喝的即飲咖啡 能在便利店跟現煮咖啡競爭嗎？'

'/uploads/allimg/161019/8-16101Z95213b3.jpg'

'雀巢,推出,一款,搖着,即飲,咖啡,能在,便利店,跟現,競爭'

'近年來，中國即飲咖啡市場增長迅速。根據歐睿諮詢的數據，2014年，即飲咖啡的市場規模達54.87億元，同比增加22%，預計到2017年，市場規模可達到91.93億元，相當於在3年的時間內，即飲咖啡市場的規模增長率達67.5%。儘管目前即飲咖啡的市場份額距離佔據最多市'

'71'

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'/views-81892'

'0'

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''

'2016-10-19 09:52:18'

'2016-10-19 09:52:16'

'81148'

''

''

''

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'<div>
	近年來，中國即飲咖啡市場增長迅速。根據歐睿諮詢的數據，2014年，即飲咖啡的市場規模達54.87億元，同比增加22%，預計到2017年，市場規模可達到91.93億元，相當於在3年的時間內，即飲咖啡市場的規模增長率達67.5%。儘管目前即飲咖啡的市場份額距離佔據最多市場份額的速溶咖啡還很遠，但按照目前增長速度，這種差距會日趨縮小，何況速溶咖啡的市場份額已經在減少。諮詢公司英敏特預計，截至2019年，速溶咖啡的份額將下降超過5個百分點至66%。</div>
<div>
	&nbsp;</div>
<div>
	中國市場上，無論是速溶咖啡還是即飲咖啡，雀巢都是無庸置疑的老大，佔據了超過50%的市場份額。既然一邊在&ldquo;縮水&rdquo;，加大在另一邊的投資是必然的舉措。推出定價7元的新品，是這家公司在即飲咖啡市場爭奪更多市場份額的方式之一。</div>
<div>
	&nbsp;</div>
<div>
	即飲咖啡市場的競爭正日益激烈。除了雀巢、三得利、統一、麒麟，包括可口可樂、娃哈哈、跟星巴克合作的康師傅也投身其中。推出雪咖慕思，雀巢試圖與這些競爭對手們在價格、包裝設計、飲用方式乃至口感上實現差異化競爭。它並不能止步於中端（5元上下）的絲滑拿鐵和絲滑摩卡咖啡，定價稍高的雪咖慕思針對中高端消費羣體需求，既拉開了與三得利利趣拿鐵、可口可樂喬雅、麒麟火咖等4元-5元價位的即飲咖啡拉開距離，又低於星巴克瓶裝（16元-25元）即飲咖啡的價位，同時豐富了雀巢自己的即飲咖啡產品線。</div>
<div>
	&nbsp;</div>
<div>
	不過，以便利店爲主要渠道，意味着雀巢與上述競爭對手對抗的同時，還可能得跟便利店自營的現煮咖啡同臺競技。</div>
<div>
	&nbsp;</div>
<div>
	很多便利店也基於增加新產品、擴大餐食功能進而推出自有品牌現煮咖啡，定價在8元到12元，這種咖啡因標準化、自助式、新鮮等特點同樣吸引了部分白領客羣。上海全家便利售賣現煮咖啡的門店每天能售賣40杯咖啡，羅森、7-Eleven、華潤Vango等便利店在售賣現煮咖啡方面也表現得非常積極。<br />
	<img alt="" src="/uploads/allimg/161019/8-16101Z95213b3.jpg" style="width: 328px; height: 220px;" /></div>
'

'雀巢,推出,一款,搖着,即飲,咖啡,能在,便利店,跟現,競爭'

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'1476841938'

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'雀巢推出一款搖着喝的即飲咖啡 能在便利店跟現煮咖啡競爭嗎？_咖啡資訊_咖啡新聞_中國咖啡網'

'雀巢,推出,一款,搖着,即飲,咖啡,能在,便利店,跟現,競爭'

'近年來，中國即飲咖啡市場增長迅速。根據歐睿諮詢的數據，2014年，即飲咖啡的市場規模達54.87億元，同比增加22,，預計到2017年，市場規模可達到91.93億元，相當於在3年的時間內，即飲咖啡市場的規模增長率達67.5,。儘管目前即飲咖啡的市場份額距離佔據最多市'

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