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'85度C的成功故事：質優價廉纔是真正法寶'

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'85度,成功,故事,質優價廉,纔是,真正,法寶,'

'85度C店名的由來是據稱現煮的咖啡煮到85度溫度時口感最好。不過，85度C不僅僅是賣咖啡，蛋糕和麪包是85度C另兩大業務支柱。就是這樣三個市場競爭最激烈的商品，85度C能做到百億的市值，而且規模還在不斷壯大之中。 85度C成功的祕訣其實就是質優價廉這最平淡'

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'2015-10-28 17:17:22'

'2015-10-28 17:34:32'

'43123'

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NULL

'<p style="text-align: center;">
	<img alt="" src="/uploads/allimg/151028/3-15102QI430415.jpg" style="width: 460px; height: 279px;" /></p>
<p>
	　　85度C店名的由來是據稱現煮的咖啡煮到85度溫度時口感最好。不過，85度C不僅僅是賣咖啡，蛋糕和麪包是85度C另兩大業務支柱。就是這樣三個市場競爭最激烈的商品，85度C能做到百億的市值，而且規模還在不斷壯大之中。</p>
<p>
	　　85度C成功的祕訣其實就是&ldquo;質優價廉&rdquo;這最平淡無奇的四個字，但平淡無奇背後的大文章顯然纔是85度C真正的法寶。</p>
<p>
	　　先說質優。</p>
<p>
	　　2003年的時候，85度C創始人吳政學在臺灣一家五星級酒店喝下午茶，當時他冒出的一個念頭，如果把這樣的口感和享受帶給普通大衆會怎麼樣，於是吳政學去找當時臺灣亞太會館點心房的主廚談創業，多番懇談之後，站在起跑線上的85度C就有了自己第一塊招牌&ldquo;五星級的味道&rdquo;。</p>
<p>
	　　85度C一開始就以蛋糕作爲主打，原因很簡單，中國的&ldquo;多數消費者對於咖啡質量辨識力不高，但對於蛋糕好不好喫，一口就喫得出來&rdquo;，顯然在臺灣和大陸市場一上來就與洋品牌拼咖啡是很不明智的。</p>
<p>
	　　一炮走紅之後，吳政學之後繼續將&ldquo;五星級的味道&rdquo;發揚光大，先後從五星級酒店挖來了20多位&ldquo;金牌主廚&rdquo;，全力打造既能達到高品質口感，又能投入標準化製作的糕點，每個月，85度C都有20餘種新品投入市場，成爲這個行當&ldquo;研發投入&rdquo;最高的企業之一。</p>
<p>
	　　吳政學還親自抓食材的供應，他親自跑到中南美洲挑選咖啡豆，把五星級酒店用的咖啡豆直接批量引進，同樣遵循拿來主義的還有法國頂級法芙納(Valrhona)巧克力等。照吳政學的話說就是&ldquo;其實好食材，用一點就可以了&hellip;&hellip;重點是如何用一點就能帶出五星級味道&rdquo;。</p>
<p>
	　　再說價廉。</p>
<p>
	　　同樣的鬧市地段、不低以競爭對手的品質和口感、同樣的人工成本，85度C只賣競爭對手一半甚至只有1/3的價錢，而且能實現該行業的高利潤水平，85度C靠的是走量。</p>
<p>
	　　吳政學專門研究過星巴克，他經營85度C的理念是，最好顧客花幾秒鐘買了就走，而不是像星巴克那樣坐下來休閒一兩個小時。因此，85度C大量的店面面積都用來放冷藏櫃、烘培箱等經營生產的用品，臨街迎門的都是誘人的點心，而桌椅只放幾張作爲點綴，而員工培訓的重點除了服務之外就是效率。</p>
<p>
	　　在新開的店面，85度C一方面搞&ldquo;試嘗價&rdquo;的大力促銷，一方面讓員工實習生到店買咖啡拉動人氣，質優價廉的口碑一傳開，顧客自然人流不斷，只有跑起了量，僅一兩天保質期的糕點浪費纔會降到了最低，規模化的成本優勢才能體現出來。</p>
<p>
	　　85度C進入中國大陸市場後，店均營業額是迪歐咖啡的近三倍，同時，淨利潤率高出同行業至少五個百分點。2010年底，85度C在臺灣成功上市，首日收盤市值就突破四百億臺幣(約合一百億人民幣)。</p>
<p>
	　　點評：</p>
<p>
	　　85度C的商業模式無疑是成功的。</p>
<p>
	　　咖啡店市場在國內一直被認爲是一個很難進入的行業，而蛋糕店面包房市場更是早就飽和。85度C成功地把兩種業態融合爲一，以一種新的形象吸引年輕族羣。</p>
<p>
	　　此外，市場上雖不乏高品質咖啡和麪包的洋品牌，但這些品牌的價格定位同樣定在了中高端市場，中低端價位產品不太有人願意做，因爲人們都理所當然地想，中高端價位的利潤都不高，價位放低肯定要虧本了。但吳政學反其道而行之，在臺灣開的第一家店就證明了這個模式可行，並將這個模式迅速推廣到全臺灣，和其他多個國家和地區的市場。</p>
<p>
	　　值得一提的是，吳政學學歷一般，唯一比較好的就是數學，而且他曾經多次創業，也經歷過多次失敗，但這些也造就了吳政學對生意的敏感天賦和豐富的從商經驗，這筆寶貴財富最終在85度C的身上得以體現。</p>
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