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'從咖啡館到便利店，便利店咖啡成爲業內年賺50%的超級利器'

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'咖啡館,便利店,咖啡,成爲,業內,年賺,50%,超級,利器,'

'專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ） 最近一段時間便利店咖啡開始在北上廣的大街小巷流行起來，今天我們就來專門討論一下便利店賣咖啡這是怎麼樣的一個賺錢方式？ 最近，瀚哥的同事之間突然流行了一股風潮，每天中午喫完午飯之後，同事'

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'2017-10-19 09:42:53'

'2017-10-19 09:42:00'

'109658'

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'<span style="font-size:16px;"><img alt="" src="/uploads/allimg/171019/3-1G01Z9414Wc.jpg" style="width: 580px; height: 408px;" /><br />
<span style="color: rgb(62, 62, 62); font-family: 微軟雅黑, 黑體, Arial;">專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ）</span></span><br />
<br />
<div>
	<span style="font-size:16px;">　　最近一段時間便利店咖啡開始在北上廣的大街小巷流行起來，今天我們就來專門討論一下便利店賣咖啡這是怎麼樣的一個賺錢方式？</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　最近，瀚哥的同事之間突然流行了一股風潮，每天中午喫完午飯之後，同事們就會成羣結隊的前往樓下的便利店，去買上一杯美美的現磨咖啡，然後再散步回到公司，這些同事大多是曾經星巴克、太平洋（4.11 +0.00%,診股）等咖啡連鎖品牌的擁躉，而現在幾乎清一色的由路轉粉成爲了公司樓下便利店的常客，這種情況讓瀚哥喫驚不已，瀚哥發現雖然現象剛剛出現，但是太陽底下沒有新鮮事，喜士多、羅森、全家等等便利店巨頭早在幾年前就已經佈局咖啡市場，但是直到最近便利店咖啡卻成爲了一代爆品，這到底是怎麼回事？讓我們一起來看看。</span></div>
<div>
	&nbsp;</div>
<div>
	<strong><span style="font-size:18px;">　　一、從咖啡館到便利店</span></strong></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　對於中國人來說，咖啡是一種非常特殊的飲料，從傳統來說，咖啡是西方的舶來品，是西方各國帶到中國的一種生活方式，與喝咖啡相比中國有着幾千年的飲茶傳統，茶葉在中國遠比咖啡擁有着更多的受衆。然而，改革開放以來，喝咖啡作爲一種西方現代的生活方式在都市白領中變得越來越普及，瀚哥周圍的朋友大多數都市咖啡黨，而像瀚哥這樣的茶葉黨竟然成爲了少數派。中投顧問發佈的《2016～2020年中國咖啡行業投資分析及前景預測報告》表示，在中國，咖啡算不上普及，但是這一咖啡市場基數很小的人口大國，正在創造世界上最迅猛的增長，咖啡消費平均每年增長超過25%。而觀研天下另撰寫的一份報告指出，僅按照每年15%以上成長來看，到2020年中國咖啡市場就有3000億元。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　近年來，隨着星巴克、Costa等西方咖啡連鎖企業的進入，越來越多的咖啡店開始出現在街角巷陌，喝咖啡正在被更多的人接觸，但是在相當長的一段時間內，咖啡市場出現了明顯的兩極分化的趨勢，一方面，雀巢爲代表的速溶咖啡因爲其便宜的價格，快速的沖泡方式積累了大量的用戶，在低端市場佔據了較大的市場份額，速溶咖啡的價格一般在5元每杯以內。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　另一方面，以星巴克、Costa爲代表的連鎖咖啡企業以及手衝咖啡逐漸在高端市場嶄露頭角，喝咖啡正在成爲商務談判的一種方式，其價格普遍在20元以上，普遍在30-40元之間。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　而10元-20元之間的中檔咖啡市場卻留存了一份空白，直到最近這個空白市場被引爆了，引爆空白市場的正是隨處可見的24小時便利店們。以市場份額最高的全家便利店爲例，根據DT財經的數據顯示，2016年全家便利店賣出了1000萬杯咖啡，同比增長了140%，在上海地區的某些核心門店，每天賣出300杯咖啡完全不是問題，這個規模甚至超過了不少連鎖咖啡企業。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　而根據DT財經對於喜士多便利店的採訪，這種咖啡業務毛利率高達50%以上，雖然達不到星巴克等咖啡連鎖店90%毛利水平的誇張程度，但是便利店龐大的基數，恐怖的銷售量正讓咖啡業務成爲了便利店最爲賺錢的業務類型，不少便利店已經將咖啡機擺到了收銀臺最顯眼的位置，從而讓顧客可以第一時間看到。但是，爲什麼咖啡能成爲便利店賺錢的一張王牌呢？瀚哥認爲主要原因在以下幾個方面：</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　一是生活節奏的快速升級。原先在街角的連鎖咖啡廳喝咖啡是一種來自西方的生活方式，但是實際上隨着大家生活節奏的日益加速，除非你要在咖啡廳會友、商談，其他基本上也很少有人能夠真正靜靜地在咖啡廳喝上一杯咖啡了，工作節奏的加速讓需求快速發生了演化，這種演化需求演化直接導致的結果，就是越來越多的連鎖咖啡廳變成了一種外賣廳，大量的人要不買了帶走，要不直接在外賣平臺點上咖啡由外賣小哥來送外賣。從而讓咖啡廳的需求由原先追求高大上產生了實際的變化。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　二是需求發展的極簡化。自從無印良品進入中國之後，越來越多的人開始了接受了極簡主義的生活方式，爲了滿足快節奏簡單好用的生活理念。越來越多的人會把點的咖啡品種聚焦在拿鐵、美式、意大利濃縮、卡布基諾等少數幾個類型，點咖啡類型的集中化直接導致了咖啡調製門檻的下降，原先調製咖啡是一種具有一定技術含量的勞動，但是由於集中化程度的提高，這些問題都漸漸不是問題，通過一個專業化的咖啡機就能夠解決問題，品種少讓咖啡機可以大行其道，顧客到這裏不是進行衝動消費，他們往往在前往便利店之前就已經完成了購買的點單默認。基本款成爲了便利店主導的咖啡品種，這也大大降低了咖啡連鎖店和便利店之間的差異化，降低了門檻。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　三是便利店咖啡品質的提升。在2010年前後，便利店咖啡剛剛推出的時候，便利店的咖啡品質還是和連鎖外資咖啡店有着一定的差距，僅僅比速溶咖啡好喝一些而已，但是隨着便利店的不斷發展，阿拉比卡咖啡豆、巴氏消毒鮮奶等原先咖啡廳纔有的品質咖啡，已經成爲了不少便利店的標配，這些品質的直接提升讓便利店的咖啡有着直追咖啡廳的趨勢，但是從售價來說，便利店咖啡的售價只有星巴克、Costa等咖啡廳的三分之一到二分之一，這種價格優勢讓大量的白領逐漸將自己的愛好從咖啡廳轉向了便利店。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　這三點讓便利店牢牢抓住了&ldquo;剛需&rdquo;消費者，這些追求快速、方便、性價比的消費者不斷地被從咖啡廳拉到便利店，鑄就了便利店咖啡的成功。與便利店咖啡一起快速成長的還有便利店如雨後春筍一樣的發展速度，在很多一線城市甚至可以走500米就能夠輕鬆的找到一家便利店，這讓便利店咖啡隨手可得，轉角就能邂逅一杯咖啡的理念迅速流行開來。</span></div>
<div>
	&nbsp;</div>
<div>
	<strong><span style="font-size:18px;">　　二、從便利店到便利站的升級</span></strong></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　便利店咖啡的發展其實只是便利店發展的一個側面，瀚哥曾經專門說過便利店可能是這個互聯網時代唯一超越電商的發展方式，爲什麼這麼說？就是因爲電商始終無法解決兩小時消費的難題，只要這個難題存在，便利店就會有機會。而現在，越來越多的便利店認識到，便利店已經不再是一個普通微型超市那麼簡單，而是以便利店爲基礎，將消費者的各種需求滿足起來，從而實現從銷售商品到提供需求服務的升級。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　我們可以設想一下，當你疲憊的時候便利店給你提供一個可以休息的座位，當你手機沒電的時候，便利店給你提供一個充電的接口，讓你看到了希望，當你夜晚在路上走一篇黑暗的時候，一個24小時還亮着的燈，當你需要的時候，便利店都在，這就是需求服務的價值。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　過去，大多數人都難以想象，我怎麼會在一個雜貨鋪裏面喫飯，如果當時的便利店說自己提供食物，大家阿的想法可能就是方便麪這些即食食品。而現在，全家、羅森、7-11這樣的便利店都開始爲消費者提供快餐，提供速食食品，而消費者也都願意在店內就餐。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　並且便利店越來越多元的選擇，讓便利店不僅有簡餐的包子、蒸餃，速食米飯，關東煮等食物，還有着下午茶、咖啡等有一定品質價值的茶飲，除此之外，不少便利店還有購藥機，金融多元服務終端等服務設備。大家的水電煤繳費，電話費，轉賬等等金融服務也都可以在便利店完成。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　如今的便利店越來越像一個多元化的驛站，在這個驛站幾乎所有的需求都能夠被滿足，這就是便利店到便利站升級，當這個升級過程完成的時候，便利店的邊界正在被快速的打開，多元化成爲了便利店最有效的發展方式，賺錢也正式由此而來了。</span></div>
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''

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