一滴馨香(xiang)入口(kou),卻(que)是世(shi)間百(bai)態。淡(dan)淡(dan)回味卻(que)不及黃蓮還未有(you)(you)蜜糖(tang)甘,各中滋味卻(que)是蘊藏(zang)無窮(qiong)。咖(ka)啡(fei)就(jiu)是人生,苦與甜都(dou)包(bao)含其中。這一期的電商報告,我們將介紹世(shi)界三大飲(yin)料之一的咖(ka)啡(fei),它在中國又有(you)(you)怎樣的大眾情懷?
現在是咖啡最壞的時代,也是咖啡最好的時代。根據,《咖門》與《美團點評研究院》推出第一期飲品行業數據報告顯示:在2018年,中國的咖啡館數量突破了10萬家。在體驗消費時代,在客(ke)群年(nian)輕(qing)化迭代的今天,從未有一個新(xin)的品(pin)類,如(ru)此受到年(nian)輕(qing)人的青(qing)睞(lai)。它是一個符號,是一種文化,更是一個充滿朝氣的新(xin)興行業。其(qi)消費市(shi)場年(nian)增長(chang)率高(gao)達16%,數(shu)倍于世界平均水準。但(dan)咖(ka)啡市(shi)場競爭激(ji)烈、洗(xi)牌(pai)速度加劇、開店容易賺錢難,成為咖(ka)啡館主們的普遍感(gan)受。
咖啡市場發展現狀
在我國咖啡行業中,比較知名的咖啡連鎖系統有星巴克、上(shang)島、兩岸(an)、SPR COFFEE、COSTA COFFEE等,其中以(yi)意式咖(ka)(ka)啡(fei)(fei)美式風格為經營模(mo)式的星(xing)巴(ba)(ba)克規(gui)模(mo)最(zui)大(da)。星(xing)巴(ba)(ba)克在北京、上(shang)海、深圳(zhen)、廣州(zhou)等地(di)設(she)立參股或(huo)控股的推廣運營機構,目(mu)前在我(wo)國(guo)內地(di)開設(she)的咖(ka)(ka)啡(fei)(fei)店已(yi)經超過五百家,且有發展(zhan)(zhan)更(geng)多(duo)咖(ka)(ka)啡(fei)(fei)店的計劃。據星(xing)巴(ba)(ba)克分析,僅北京、上(shang)海這兩個城市就有2000多(duo)家咖(ka)(ka)啡(fei)(fei)店的市場容(rong)量。除了星(xing)巴(ba)(ba)克之(zhi)外,其他(ta)咖(ka)(ka)啡(fei)(fei)連鎖體系大(da)多(duo)以(yi)“日(ri)式”或(huo)我(wo)國(guo)臺灣省背景(jing)的品牌(pai)居(ju)多(duo)。這類“咖(ka)(ka)啡(fei)(fei)店”往往是以(yi)“咖(ka)(ka)啡(fei)(fei)”的名義經營各式簡餐、西餐、扒類食品;在飲品方面(mian),咖(ka)(ka)啡(fei)(fei)、茶、酒水等飲料在店中均有銷售。這些咖(ka)(ka)啡(fei)(fei)經營主體,也力(li)求對自身(shen)品牌(pai)與經營模(mo)式進行更(geng)加明(ming)晰的市場定位。目(mu)前,星(xing)巴(ba)(ba)克、SPR COFFEE、COSTA COFFEE等意式咖(ka)(ka)啡(fei)(fei)在我(wo)國(guo)獲(huo)得了迅速(su)發展(zhan)(zhan)。
咖啡未來發展趨勢
一、精品化:隨(sui)著咖啡(fei)(fei)文化(hua)的(de)普及,資深(shen)的(de)、講(jiang)究的(de)咖啡(fei)(fei)行家越(yue)(yue)來越(yue)(yue)多,自動咖啡(fei)(fei)機(ji)沖(chong)泡的(de)咖啡(fei)(fei)已經難以滿足他們(men)的(de)需求(qiu),他們(men)追求(qiu)更個性化(hua)、更高品質的(de)精品咖啡(fei)(fei),熱(re)衷于手(shou)沖(chong)、冰滴、虹吸(xi)等精品咖啡(fei)(fei)的(de)制作手(shou)法(fa)。
二、產品創意:餐(can)(can)飲(yin)行業有一個(ge)28法則,即80%的銷售額(e)由20%的產品來(lai)承(cheng)擔;餐(can)(can)飲(yin)業是個(ge)非(fei)(fei)常容(rong)易同質(zhi)化的業態,這(zhe)意味著產品迭代升級非(fei)(fei)常重要。從Flat White、氮氣(qi)沖泡到Asskicker超濃咖(ka)啡……越(yue)來(lai)越(yue)呈現創意化。
三、消費外賣(mai)化(hua):咖啡,作為外賣行業的細分領域。在巨頭林立的外賣市場,餓了么、美團、百度糯米等幾大網絡訂餐平臺等早已將其切入外送領域之一。
四、場景消費多樣化(hua):餐(can)飲行業(ye)想要創造一個彈(dan)眼落睛的(de)全(quan)新(xin)產(chan)品并不(bu)容易,這涉及(ji)到(dao)(dao)文化和大眾對口(kou)味的(de)接受度,可以試(shi)(shi)試(shi)(shi)“創新(xin)場景”,它能(neng)帶來意想不(bu)到(dao)(dao)的(de)效果。因為競爭激烈、房租高等壓力(li),咖啡(fei)館正越來越小型化,并且(qie)也能(neng)打破傳(chuan)統咖啡(fei)館的(de)場景局限。
25.99%(131家) |
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17.46%(88家) |
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17.46%(88家) |
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9.72%(49家) |
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0.99%(5家) |
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1.39%(7家) |
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33.73%(170家) |
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3.17%(16家) |
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1.39%(7家) |
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1.98%(10家) |
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0.20%(1家) |
2022年網(wang)站(zhan)數據庫共收(shou)(shou)(shou)錄(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)504家(jia),其中小品牌(pai)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最(zui)多,達到170家(jia),其次為(wei)(wei)品牌(pai)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)131家(jia),京(jing)東自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)88家(jia),京(jing)東旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)88家(jia),拼(pin)多多店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)49家(jia),品牌(pai)特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)16家(jia),唯(wei)品會(hui)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)10家(jia),蘇寧旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)7家(jia),京(jing)東特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)7家(jia),蘇寧自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)5家(jia),企業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1家(jia)。
小編認為,在(zai)國內(nei),喜歡咖(ka)啡的(de)消費者越來(lai)越多了。咖(ka)啡不僅(jin)僅(jin)是(shi)一(yi)(yi)種(zhong)飲品(pin),它逐漸與時(shi)尚(shang)、品(pin)味緊(jin)緊(jin)聯系在(zai)一(yi)(yi)起,體現(xian)出一(yi)(yi)種(zhong)高品(pin)質的(de)現(xian)代(dai)生活。人(ren)們以(yi)咖(ka)啡為媒介來(lai)交友談心、商務會談或(huo)是(shi)休閑怡情(qing),眾(zhong)多年輕人(ren)成為了咖(ka)啡的(de)熱情(qing)擁護者。總的(de)來(lai)看,隨著國內(nei)消費者對(dui)咖(ka)啡好(hao)感度不斷提(ti)升(sheng),我國的(de)咖(ka)啡市場呈(cheng)現(xian)出巨大的(de)潛力巨大,在(zai)近十年內(nei)將有長足發展。