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'小咖啡有大作爲 咖啡館的經營之道'

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'咖啡,有大,作爲,咖啡館,經營之道,'

'隨着我國經濟日益繁榮，咖啡館也如雨後春筍般悄然而生。一線城市CBD商圈、寫字樓區乃至居民聚集區的大街小巷都會有各式各樣的咖啡店。咖啡行業正在加快進入高度繁榮階段，因此對於咖啡行業的從業者們迎接着前所未有的壓力與挑戰。星巴克在絕對強勢局面下，其'

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'2015-04-01 18:51:53'

'2015-04-01 18:52:35'

'27799'

''

''

''

''

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'<p>
	　　隨着我國經濟日益繁榮，咖啡館也如雨後春筍般悄然而生。一線城市CBD商圈、寫字樓區乃至居民聚集區的大街小巷都會有各式各樣的咖啡店。咖啡行業正在加快進入高度繁榮階段，因此對於咖啡行業的從業者們迎接着前所未有的壓力與挑戰。星巴克在絕對強勢局面下，其他咖啡從業者用什麼和星巴克一決高下?</p>
<p style="text-align: center; ">
	<img alt="" src="/uploads/allimg/150401/3-1504011U232b5.jpg" style="width: 449px; height: 300px; " /></p>
<p>
	　　各闢蹊徑：拼渠道、拼經營、拼模式</p>
<p>
	　　對於連鎖餐飲行業的經營，衆多商家依然秉承&ldquo;渠道爲王&rdquo;的核心戰略。我們會發現一個很奇妙的事，如果你看到了一家麥當勞，那麼恭喜你，不遠處必然有一家KFC在向你招手。對於咖啡連鎖行業的從業者，也將這一現象如法炮製，你看到一家星巴克，那麼在不遠處將至少看到兩家以上的咖啡廳在笑臉迎客。COSTA2008年進軍中國時表示，選址策略採取與星巴克&ldquo;貼身&rdquo;戰術，同時在其進入中國的三個年頭裏，開店數量就已經達到了星巴克12年門店數量的25%。然而COSTA的激進作爲並沒有動搖星巴克龍頭老大的地位，只能算是繁榮了咖啡市場的良性競爭。</p>
<p>
	　　那麼，隨着韓劇的熱播，越來越多的年輕人開始關注韓流風向。包括服飾、化妝、美容，甚至&ldquo;炸雞啤酒&rdquo;都成爲時下流行的首選。韓版咖啡店也在這幾乎同一時間內，迅速遍佈大街小巷。MANGO SIX 、MAAN COFFEE 、ZOO COFFEE、Caffebene這些在韓國遍佈大街小巷的咖啡廳，如今也成了我們各大城市街頭林立的咖啡館。以ZOO COFFEE爲代表，ZOO的經營模式與經營理念非常具有品牌差異性，它獨特的動物主題咖啡廳概念使到店消費過的顧客能迅速記住這個品牌，同時會引發消費者的獵奇心裏，從而造成傳播。不過ZOO的開店數量遠遠小於同樣來自韓國的其他品牌，因此想要找到這樣一家店去親身體驗，着實還需費一番功夫。</p>
<p>
	　　從模式形態上來看，MAAN CAFFEE無疑爲連鎖咖啡店行業扔下一枚重磅炸彈，其大手筆開店，獨棟經營的單店模式，以及超高的顧客粘性都在咖啡行業中引發不小的迴響。超高的顧客粘性帶來的未必都是高收入，從外面看來無比繁榮的門店營銷中，內部真實情況卻是極低的翻檯率、平米產出，導致其在擴張的過程中也同樣面臨營業額的困擾，這看似繁華的背後也有很多不爲人知的難言之隱。</p>
<p>
	　　如果說一部《來自星星的你》炒紅了&ldquo;初雪，就要喫炸雞啤酒&rdquo;的炸雞啤酒組合，那麼《繼承者們》直接捧紅的就是MONGO SIX這家名不見經傳的咖啡館了。劇中女主角辛勤打工的這家店，爲多少少年少女所向往，但同樣的問題是，在中國MONGO SIX並不多見，所以想要體驗MONGO SIX還是要去韓國。</p>
<p>
	　　Caffebene這家連鎖咖啡店的存在，讓人們眼前一亮。因爲不知道從什麼時候開始，她變得不再陌生。Caffebene並沒有如星巴克一樣都開在明顯的街面上，但是無論是在小區裏散步，還是寫字樓對面，亦或逛累了的商業圈中，駐足觀望都會有那麼一家店靜靜的在那裏等着。遙遠處就看到韓星無邪笑臉的人形立牌，向你招手。這種體驗給消費者的感覺是，不招搖不炫耀，一股子濃郁的&ldquo;酒香不怕巷子深&rdquo;的意味。你來或不來，Caffebene就在哪裏，不驕不躁。那麼，Caffebene這麼高的開店速度，不禁要讓人疑問，他們的盈利模式是什麼?據瞭解，Caffebene是2012年3月中國1 號店落戶北京，計劃2014年要開設門店一千家，那麼Caffebene在短短的兩年時間裏開店數量已經達到星巴克15年的開店數量，在迅速擴張的背後，他們的經營模式也將引發人們的思考。</p>
<p>
	　　叢林法則：多元化經營 強者突圍</p>
<p>
	　　隨着科技的發展，現代化技術的代入，電視報紙早已不是單一的傳播方式，移動終端互聯網、自媒體的迅速興起把世界扁平化。人們的需求不再是簡單的物質層面的供需關係，而是更深一個層次的精神需求。各大行業也不再神祕，想要什麼搜索引擎中關鍵字輸入，跳出幾萬條信息任你挑選。</p>
<p>
	　　在這樣的大環境下，咖啡廳如果只是單一的經營咖啡餐飲，那他的競爭力必然無法與星巴克抗衡。然而通過筆者走訪瞭解，Caffebene的高層管理者們也看到了這一危機，曾任職星巴克中華區總裁的王朝龍先生現服務於Caffebene，他說&ldquo;連鎖咖啡廳市場已經不是一個單一的餐飲快消品市場，在未來的發展中，對企業的要求更多的是經營模式、跨界合作、貼心服務和更加舒適的消費者體驗。&rdquo;而在不久前的新聞中，我們更看到Caffebene與招商銀行跨界聯姻，這讓中國整個金融界、咖啡廳行業業界都爲之一振。</p>
<p>
	　　招商銀行高管表示：&ldquo;多年來，招行通過持續不斷的服務升級和服務創新，贏得了廣大客戶的歡迎和喜愛。招行很高興與咖啡陪你共同打造&ldquo;咖啡銀行&rdquo;，創造新的銀行服務體驗。客戶可以在咖啡銀行網點輕鬆、舒適、愉悅的環境裏，辦理銀行業務，也可以和銀行工作人員像朋友一樣邊喝咖啡、邊聊財富的保值和增值，讓銀行的服務更加親切和人性化。&rdquo;</p>
<p>
	　　王朝龍表示，&ldquo;咖啡陪你與招行的合作打開了跨界合作的一扇窗，我們不但要與銀行等金融業合作，將來還會與韓國的服裝、化妝品、奢侈品、暢銷商品等進行跨界合作，以咖啡陪你爲點輻射生活所需的各個方面;以咖啡陪你爲橋樑，鏈接中國與世界的對話。我們尋找跨界合作伙伴的最終目標就是爲消費者提供更舒適、更便捷，爲消費者創造更高價值的休閒服務。&rdquo;</p>
<p>
	　　無限挑戰：小咖啡創造大模式</p>
<p>
	　　筆者看來，咖啡館裏有銀行，銀行開進了咖啡館，到底是誰點亮了誰，我們姑且不去做評斷，單就這個經營模式而言，是一個先進而大膽的創新。一方是銀行，提供傳統的金融服務;另一方則是咖啡，提供現代的休閒服務。看似毫不相干的兩個行業，卻因爲創新服務各取所需，完美地結合在了一起。這已經不是傳統的異業合作，積分兌換星巴克及其他咖啡館都在用的模式已經成爲昨日黃花，&ldquo;咖啡銀行&rdquo;的平臺所實現的功能遠遠超過你的想象。客戶將不再侷限於現金、金融、理財、保險、個人信貸等銀行業務，客戶更爲關注的是與自身生活緊密相關的潮流信息，比如近來擁有超高人氣的韓劇《來自星星的你》中出現的化妝品、潮流服飾、取景地、3C產品等，都可以在&ldquo;咖啡銀行&rdquo;裏輕鬆地完成交易!這種模式直觀帶來的客流表現爲客戶構成豐富，既有咖啡廳原有客源，又有招行金融客戶，還有爲時尚產品慕名而來的消費者，以上所有人羣一旦到店，即可成爲咖啡陪你會員，這將成爲其他從業者望塵莫及的稀缺優勝資源之一。</p>
<p>
	　　無論世界怎麼變化，無論咖啡廳行業如何變革，讓筆者欣喜的是，越來越多的人在願意站在第一線、願意站在消費者的角度去思考行業規則，經營手段。越來越多的消費者將得到更多的實惠和更舒適的消費體驗。期待更多的跨界合作能爲消費者提供更便利的生活方式，一站式服務將不再是夢想。</p>
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