4.1.4

'116502'

'204'

'從醇藝白咖啡看出Costa的致命傷-馥芮白爲什麼能碾壓醇藝白？'

'/uploads/allimg/180326/3-1P3261RA3317-lp.jpg'

'醇藝,白咖啡,咖啡,看出,Costa,致命傷,馥芮,爲什麼,'

'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 ） Costa沒有精品咖啡的命，卻得了精品咖啡的'

'183'

'1'

'未知'

'9'

'/views-116502'

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'2018-03-26 18:26:32'

'2018-03-26 18:28:37'

'115733'

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'<img alt="" src="/uploads/allimg/180326/3-1P3261RA3317.jpg" style="width: 800px; height: 533px;" /><br />
<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;">
	<font style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; box-sizing: border-box; vertical-align: inherit;">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></h2>
<ul style="padding-right: 0px; padding-left: 0px; margin: 0px 0px 20px; outline: 0px; zoom: 1; box-sizing: border-box; border: 0px; font-variant-numeric: inherit; font-stretch: inherit; font-size: 14px; 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-ligatures: inherit; font-variant-position: inherit; font-variant-caps: inherit; font-variant-numeric: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: inherit; line-height: 18px; vertical-align: baseline; background-image: url(https://coffeemecca.jp/wp-content/themes/coffee/images/coffeelist.png); background-size: 0.8em; background-attachment: scroll; background-color: transparent; background-position: 4px 3px; background-repeat: no-repeat no-repeat;">
		<div>
			Costa沒有精品咖啡的命，卻得了精品咖啡的病。爲什麼這麼說？且看下面分析：</div>
		<div>
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			1</div>
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			過於強調血統正宗，卻忽視了消費者的感受</div>
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			2007年，Costa進入中國大陸市場，雖然比星巴克晚了8年，可相比後者的&ldquo;如魚得水&rdquo;，Costa似乎仍處於&ldquo;水土不服&rdquo;的階段：Costa在中國擁有420多家店，而星巴克的數字是近3000家。</div>
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			&nbsp;</div>
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			在品牌故事上，Costa一直強調自己正宗的英倫血統。</div>
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			&nbsp;</div>
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			其官方網站中是這樣介紹的：Costa始於1971年的倫敦老天堂街，來自意大利的Bruno和Sergio Costa兩兄弟獨創出特有的摩卡意大利混合咖啡豆，他們將阿拉比卡和羅伯斯特兩種咖啡豆完美配比，通過緩慢烘焙的方式，使其迷人的香氣和油脂得以保留。</div>
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			&nbsp;</div>
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			倫敦老天堂街、獨創特有、完美配比&hellip;&hellip;這些詞語的使用，傳達出了Costa對其英倫血統的自豪。</div>
		<div>
			&nbsp;</div>
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			聽著這些詞彙，很容易讓人想起中國極其講究的山頭茶，以及精品咖啡的產地文化。他們共同的特這是，把一種文化推向極致，同時也失去了大衆審美。對Costa來說，如何讓消費者熟悉認同這樣的品牌，還有一道&ldquo;鴻溝&rdquo;需要跨越。</div>
		<div>
			&nbsp;</div>
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			每到春節，可口可樂就大量使用中國紅，以展示自己的熱情好客，同時體現大家在團聚時其樂融融的氣氛，從心理上給消費者以暗示：可口可樂能營造出這種氣氛。</div>
		<div>
			&nbsp;</div>
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			還有宜家，在店鋪的展示上，除了營造出簡約、溫馨、舒適的體驗，會考慮到消費者在裝扮中可能遇到的挑戰，並且幫消費者解決這些困難，給消費者以驚喜：處處從消費者的角度出發。</div>
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			&nbsp;</div>
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			再來看看星巴克的做法，強調第三空間的概念，注重熱情真誠的夥伴文化傳播。無論是在產品的創新上還是門店的裝修上，都力爭將中國文化融入進去。甚至還賣起了月餅和糉子&mdash;&mdash;都在和消費者建立情感紐帶。</div>
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			&nbsp;</div>
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			商業的全球擴張，本質上是文化輸出。消費行爲其實就是一種尋找認同感，或者標籤感的過程。</div>
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			在人和人的交流上也是如此，能更快熟悉起來的辦法就是：找到共同的話題，從而產生&ldquo;共情&rdquo;。</div>
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			反觀Costa，對外稱英倫血統，強調自己是咖啡世家，這些舉動都是從&ldquo;我&rdquo;的角度出發，難以和消費者產生關聯，引起過多的情感共鳴。</div>
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			對於消費者來說，與一個沒有&ldquo;共情&rdquo;的品牌之間，恐怕真的是隔著英吉利海峽了。</div>
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			2</div>
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			一個被對標星巴克的品牌，定位卻尋求&ldquo;精品感&rdquo;</div>
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			大家慣於把咖啡行業的發展歷程劃分爲三個階段：速溶咖啡是第一波咖啡浪潮；類似星巴克的咖啡連鎖店是第二波咖啡浪潮；由精品咖啡概念引發的是咖啡業第三波浪潮，以Blue Bottle、樹墩城、知識分子等爲代表。</div>
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			&nbsp;</div>
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			第三波精品咖啡浪潮下，一個顯著的特徵是，咖啡被更多地視爲一項手藝或者工藝產品，爲了做出一杯完美的咖啡，咖啡豆的種植、採摘、烘培和製作方式都成了非常重要的工序。</div>
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			&nbsp;</div>
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			在許多消費者眼中，和星巴克一樣，Costa被視爲第二波咖啡浪潮下誕生的咖啡品牌。</div>
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			&nbsp;</div>
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			而Costa似乎不同意自己所處的陣營，一直宣稱&ldquo;手工咖啡品質&rdquo;、&ldquo;慢火烘焙、正確而非快捷的做法&rdquo;、&ldquo;獨具匠心&rdquo;，而且堅持使用半自動咖啡機。</div>
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			&nbsp;</div>
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			也就是說，Costa眼中的自己和消費者眼中的並不相符。</div>
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			半自動機器確實是做好咖啡的基礎，但它的優點同時也是弱點，對咖啡師的要求很高，不同的咖啡師，做出來的咖啡很可能會不一樣，對於開很多家店的連鎖品牌來講尤甚。</div>
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			對消費者來說，如果在Costa喝一杯好咖啡還要看運氣，爲什麼不選擇出品穩定的咖啡館呢？或者要求更高的，還有那些精品咖啡館啊！</div>
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			3</div>
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			不夠走心，做產品太&ldquo;佛系&rdquo;</div>
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			在商業世界裏，潮流來了又去，但是有一點不變：走心的產品。</div>
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			晚於星巴克進入中國的Costa，要想在星巴克處於絕對優勢的地盤上開闢出屬於自己的市場，難上加難，但產品是一個很好的發聲工具。</div>
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			Costa強調&ldquo;從豆到杯&rdquo;的一體化服務，堅持從原豆的採購、存儲、混合、烘焙、研磨到咖啡的製作都沒有第三方的參與，而且他們採用更爲費工費時的緩慢烘焙，產品口感更加柔和醇正。</div>
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			但是在如今快速的生活節奏中，並不是每個人都能忍受漫長的等待，等待的同時，顧客的體驗也會大大下降。優勢沒有顯現，反而被人詬病。</div>
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			另外，Costa目前還難以找到一款消費者認可並且能打上自己顯著標籤的產品。和星巴克的星冰樂一樣，Costa也有酷樂冰系列，但存在感並不強。</div>
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			&nbsp;</div>
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			再說到flat white，在星巴克叫馥芮白，在Costa叫<a href="http://www.gafei.com/yishikafei/20180107114645.html">醇藝白</a>。星巴克在推出馥芮白時，做了鋪天蓋地的推廣：每家店門口的廣告板，店內的宣傳小冊子，連大衆點評上星巴克的圖片都統一換成了它。</div>
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			其實在星巴克之前，Costa就推出了這款單品，星巴克推出馥芮白後，在Cosat的微信公共帳號上，一篇名爲&ldquo;這纔是真正的Flat White&rdquo;的介紹，彷佛是在對星巴克隔空喊話。</div>
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			認知心理學上認爲，人們接觸陌生事物，爲了提高認知效率會利用心理圖式。通俗的說，面對新事物，大多數人會&lsquo;想當然&rsquo;和&lsquo;腦補&rsquo;，而不是細究&mdash;&mdash;</div>
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			馥芮白好喝不好喝不重要，一定要和拿鐵區別開。馥芮白正不正宗也不重要， 重要的是先入爲主和辨識度，率先佔領消費者的心智。而這些星巴克做到了，Costa並沒有。</div>
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			再看看評價一款產品更基礎的指標&mdash;&mdash;出品穩定。</div>
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			去年12月份，公衆號&ldquo;周到上海&rdquo;對上海一些飲品品牌的超大杯飲品容量進行了測評。</div>
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			Costa600ml的大杯美式咖啡，兩次的測評分別只有500ml和485ml，相差率（相差值/官方宣稱體積）高達13.33%和16.67%，被吐槽&ldquo;沒有嚴格的品控標準，佛系做咖啡&rdquo;。</div>
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			同一次測評的星巴克，超大杯美式咖啡官方數據爲592ml，實測是550ml，相差率7.09%，相差率在該組數據中偏低。</div>
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			4</div>
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			天生驕傲，&ldquo;敷衍式&rdquo;的媒體社交態度</div>
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			在如今企業即媒體的時代，單純的廣告行銷和強制推銷價值已逐漸式微。尤其是對在社交媒體的影響下逐漸成長起來的年輕一代，那些更爲娛樂化、趣味性的內容往往更受追捧。</div>
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			星巴克在這一方面，可謂是做到了極致。曾經，市場研究公司Altimeter分析師Charlene Li列出了社交媒體關係參與度最高的100個品牌，星巴克處在第一位。</div>
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			&nbsp;</div>
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			在百度新聞中搜尋Costa，有272篇新聞，但是幾乎所有的新聞都來自聯名活動或者推新品。媒體對其關注度可見一斑。而星巴克的這一數字是32000篇。</div>
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			在消費者口碑上，看似，Costa也在做互動，也在推新品搞聯名，但是總給人一副&ldquo;是的，我也做了&rdquo;的敷衍感，又怎麼去打動消費者的心呢？</div>
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			&nbsp;</div>
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			在品牌曝光率方面，百度指數說明了這個問題。近一個月的百度指數顯示，Costa的整體日均值、移動日均值分別爲1292和867，而星巴克的這一數字是7551和5343。</div>
		<div>
			&nbsp;</div>
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			所以，無論是品牌的知名度還是熟悉度，Costa還有一段很長的路要走。</div>
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			&nbsp;</div>
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			在很多人眼中，Costa是一個值得令人尊敬的公司，他們忠於意式咖啡傳統，他們家的咖啡是很多咖啡愛好者的心頭好。</div>
		<div>
			&nbsp;</div>
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			但是，商業世界的競爭是殘酷的，你必須找到適合自己的道路和方法，並在每個方面都要達到並保持最好的狀態，纔可能獲得成功。</div>
	</li>
</ul>
<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;">
	&nbsp;</h2>
'

'醇藝,白咖啡,咖啡,看出,Costa,致命傷,馥芮,爲什麼,'

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'1522059992'

'1522060117'

'從醇藝白咖啡看出Costa的致命傷-馥芮白爲什麼能碾壓醇藝白？_costa咖啡_咖啡館經營_中國咖啡網'

'醇藝,白咖啡,咖啡,看出,Costa,致命傷,馥芮,爲什麼'

'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 ） Costa沒有精品咖啡的命，卻得了精品咖啡的'

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      'template' => 
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        'mpagesize' => 20,
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    'catids' => 
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    'is_post' => 1,
    'mobile_domain' => '',
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    'field' => 
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  315 => 
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        'list_description' => '',
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      'template' => 
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        'mpagesize' => 20,
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    'catids' => 
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    'is_post' => 1,
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    'field' => 
    array (
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  ),
  322 => 
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    'childids' => 322,
    'thumb' => '',
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        'mpagesize' => 20,
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      'module_field' => '',
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    'is_post' => 1,
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    'field' => 
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    'field' => 
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    'field' => 
    array (
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    'field' => 
    array (
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    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
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    'catids' => 
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    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-kafeiguan.html',
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    'field' => 
    array (
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    'pids' => '0,19',
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      'disabled' => 0,
      'getchild' => 1,
      'linkurl' => '',
      'urlrule' => 3,
      'seo' => 
      array (
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      'template' => 
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        'mpagesize' => 20,
        'page' => 'page.html',
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        'search' => 'search.html',
        'show' => 'show.html',
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      'cat_field' => '',
      'module_field' => '',
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    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
    'namerule2' => '{typedir}/list_{tid}_{page}.html',
    'mid' => 'article',
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    'catids' => 
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    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-liankafei.html',
    'total' => 14,
    'field' => 
    array (
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)

'/views-116502-[page].html'

''

'https://test.gafei.com/views-116502'

array (
  's' => 'article',
  'c' => 'show',
  'id' => '116502',
  'm' => 'index',
)