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'韓國咖啡“咖啡陪你”在華門店達50家 主打女性市場'

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'韓國,咖啡,咖啡陪你,在華,門店,50家,主打,女性,市場,'

'咖啡陪你(caffebene)從2008年在韓國開第一家店起，現在在韓國本土已開店800家。自兩年前正式進入中國，在國內已營業店鋪達50餘家。但進入中國市場，這個原汁原味的韓國一線咖啡連鎖品牌還是慢了一步。 2011年底，咖啡陪你在北京望京地區開設第一家店時，而同'

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'2014-04-27 01:09:05'

'2014-04-27 01:09:05'

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                                <p>
	咖啡陪你(caffebene)從2008年在韓國開第一家店起，現在在韓國本土已開店800家。自兩年前正式進入中國，在國內已營業店鋪達50餘家。但進入中國市場，這個原汁原味的韓國一線咖啡連鎖品牌還是慢了一步。</p>
<p>
	　　2011年底，咖啡陪你在北京望京地區開設第一家店時，而同樣走韓國風路線卻完全起步於中國的漫咖啡已經在北京開了3家店。漫咖啡先發制人的優勢在不到兩年的時間內果斷顯現，現在成了最受歡迎、最有代表性的韓版咖啡館，大有趕超贏商網星巴克、COSTA等歐美品牌的趨勢，同時也帶動了動物園咖啡、Hollys等一批韓版咖啡館及大大小小模仿者的興起。<br />
	&nbsp;</p>
<p style="text-align: center">
	<img alt="" src="/uploads/allimg/130807/24-130PG03116405.jpg" style="width: 413px; height: 251px" /></p>
<p>
	<strong>走紅要訣：主打女性市場</strong></p>
<p>
	　　如果你在街旁看到一家有着大落地窗的兩層咖啡館，裝修偏田園、森林等原生態風格，裝飾講究多木質、復古物件，咖啡主售花式甜美飲料，配以豐富華夫餅乾等甜點類食物，那麼這必定是一家標準的韓版咖啡館。</p>
<p>
	　　&ldquo;星巴克絕對不會做這種店面。歐美咖啡店通常都重商務，裝修風格偏雄性化，客戶以男性爲主。在韓國，咖啡陪你發現這個市場是冷落了女性的，所以有意識地往女性市場靠攏，做有設計的商務感，既有韓國風，又有田園風，還有點後現代感，在韓國一炮而紅。&rdquo;《就想開間咖啡館》一書作者、智通六意(北京)國際餐飲管理有限公司首席策劃師李強分析。</p>
<p>
	　　所以，當韓版咖啡館定義給女性消費者，尤其是20～35歲區間內、以小資美女居多的女性之後，在中國就產生了有趣的現象：女性在中國是咖啡館消費的重要主力，去咖啡館的女性比例非常高。美女又帶來了帥哥，讓韓版咖啡館越來越時尚，和星巴克25～45歲、受西方文化影響最深的消費羣體迅速區分開來。</p>
<p>
	　　韓版咖啡館的品牌定位比國產系更有質感，又比歐美系更細膩。最明顯的特徵是在輕商務風格之外增加了休閒的功能。韓版系鼓勵慢節奏，對於點一杯咖啡在店裏待一整天的顧客，態度比歐美系更加豁達。儘管餐飲業有&ldquo;翻檯率&rdquo;一說，但咖啡陪你和漫咖啡等反而更歡迎顧客長時間地坐在店裏享受環境，漫咖啡甚至專門設置了更適合伏案辦公的方桌和更符合中國人聚會習慣的大圓桌。&ldquo;你感覺一個客人好像待了一天，但其實他不可能一個人坐一整天的。他多半會打電話叫朋友來，朋友來了再點咖啡、點喫的，客人幫我們引導消費，所以翻檯率低一點也沒有問題。&rdquo;漫咖啡董事長辛子相說。</p>
<p>
	　　在產品結構上，韓版系比上島等國產系更簡潔，不做比薩、粥、飯、牛排等味道大的食物;但又比歐美系豐富，當咖啡陪你發現女性對於咖啡因產品不那麼強烈的接受後，獨創了特別的拿鐵系列。&ldquo;拿鐵&rdquo;一詞在意大利語中意指牛奶，因此，這個系列其實是不含咖啡因的甜美飲料，比如紫薯拿鐵、五穀拿鐵等。除了各種花式咖啡外，又增加了華夫餅等甜點和簡單餐食的供應，而且與星巴克統一配送的食物截然相反，咖啡店裏有廚房，現點現做，新鮮度高，於是解決了喫飯需求。如此一來，韓版咖啡館不僅取悅了對歐美咖啡品牌接受度持續下降的年輕羣體，且受衆空間反而更大了。&ldquo;午飯時間漫咖啡的店裏還會走進來很多阿姨，甚至帶着兩三歲小孩的夫婦。&rdquo;辛子相說。</p>
<p>
	　　另一重要區分是視覺衝擊力。韓版系的店面增加了大量裝飾作爲亮點，並廣泛使用&ldquo;亞洲色&rdquo;。&ldquo;你可以理解成原木的顏色。當然星巴克也會用很多的木質材料，但它的木質是特別光亮的，接近金屬色，給人以整潔感;韓版咖啡館略微加入點田園風，親和感瞬間加大了。&rdquo;李強說。不同的韓版咖啡館會有細微的差別：Hollys使用大量紅磚牆面，突出森林風格;動物園咖啡則在各處擺掛動物裝飾品強化主題特徵。但普遍都喜歡用有紋理的原木、實木椅子、藤椅、棉麻布沙發等，與歐美系對比鮮明。</p>
<p>
	<strong>　　經營策略：開大店，做口碑</strong></p>
<p>
	　　2011年底，正宗韓範兒的咖啡陪你進軍中國，把第一家店開在韓國人聚集的望京，靠韓國人的口口相傳打響知名度。但此時市場已經被漫咖啡捷足先登。在來中國之前，辛子相在韓國做韓式火鍋連鎖生意。一次來北京旅遊(000802,股吧)時發現了國內市場對韓餐的需求，&ldquo;中國消費者對韓國料理的期望值已經非常高，但韓國餐館的水平卻很落後。&rdquo;他料定在此開一家高檔韓國料理店會非常火暴。2006年3月，愛江山1號店在麗都開業，果然生意很好，只用了一個月就回了本。</p>
<p>
	　　2010年，愛江山1號店旁邊剛好空出一塊地，烤肉店既辛苦，投資又大，同時辛子相又發現了國內對&ldquo;慢慢享受&rdquo;型咖啡館的需求。這種需求星巴克、COSTA顯然滿足不了，稍微能滿足一點的是上島，可以坐下來喫、玩、聊天，但一進上島，到處是喧譁、玩牌，煙霧繚繞，到中午一點餐，各種味道湧上來，什麼心情都沒了。</p>
<p>
	　　漫咖啡的團隊由十幾人組成。在韓國考察近一年後，漫咖啡1號店在愛江山旁邊開張。這個選址本來不被看好，250米外就是星巴克，但店開起來後生意卻非常好。很快漫咖啡又在人大校園內開了第二家店。大部分店面如麗都店、工體店、福州店等都能在8個月左右回本。&ldquo;我們的品牌已經打響了，目前沒有競爭者。&rdquo;辛子相說。</p>
<p>
	　　乍一看，在裝修風格、產品結構上，漫咖啡與咖啡陪你十分相似，故業內普遍有漫咖啡模仿咖啡陪你的說法。但二者的選址思路明顯不同。咖啡陪你偏向客流量大的熱鬧商業區，臨街、拐角處最佳。&ldquo;主要以寫字樓密集區，商業中心爲主。&rdquo;咖啡陪你中國區執行董事金良勇總結。漫咖啡則喜歡落戶在辦公室、商場和居所的中間地帶，&ldquo;第三空間&rdquo;是辛子相反覆強調的概念：&ldquo;當你不想回家，也不想工作時就可以來漫咖啡坐坐。&rdquo;所以這樣的店面不一定要臨街，藏在裏面也沒有關係。但辛子相明確表示：&ldquo;我們不喜歡純粹的商業區或辦公區。尤其是純商用寫字樓，一到週末就沒有客流量了。而且我們開一家店不是爲了虧纔去開的，肯定是爲了賺錢和回報。如果租金太高，賺的錢都交租了，什麼都沒剩下，何必要去開呢?&rdquo;</p>
<p>
	　　在業態上也有顯著的分化。咖啡陪你分成三種業態：300平方米以上的，多爲兩層店;100～300平方米的，多爲一層店，規模適中，如果沒有足夠的後廚空間，可能不供應食物;還有在機場、火車站等客流量大的區域開設的幾十平米的窗口店，主售外帶咖啡。金良勇透露，未來還會開面積結構與賽百味類似的店面。漫咖啡則只開大店，與咖啡陪你的第一種店面相仿，但面積可能更大，通常在600平方米左右，根據地段不同可能適當減小到400平方米，但通常店開起來，還是會大於這個標準。&ldquo;漫咖啡的主要策略是用先用大店來做口碑，提升關注度，引爆整個市場。相比之下，星巴克很少有超過300平方米的店面，基本都在200平方米以內。&rdquo;<br />
	
                                
                                (責任編輯：獅子座)</td>
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      'seo' => 
      array (
        'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
        'list_keywords' => '',
        'list_description' => '',
      ),
      'template' => 
      array (
        'pagesize' => 20,
        'mpagesize' => 20,
        'page' => 'page.html',
        'list' => 'list.html',
        'category' => 'category.html',
        'search' => 'search.html',
        'show' => 'show.html',
      ),
      'cat_field' => '',
      'module_field' => '',
      'html' => 0,
    ),
    'displayorder' => '0',
    'acount' => '37',
    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
    'namerule2' => '{typedir}/list_{tid}_{page}.html',
    'mid' => 'article',
    'pcatpost' => 1,
    'topid' => '19',
    'domain' => '',
    'catids' => 
    array (
      0 => '322',
    ),
    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-ladingmeizhoukafei.html',
    'total' => 37,
    'field' => 
    array (
    ),
  ),
  325 => 
  array (
    'id' => '325',
    'pid' => '19',
    'pids' => '0,19',
    'name' => '亞洲咖啡',
    'dirname' => 'yazhoukafei',
    'pdirname' => 'kafeiguan/',
    'child' => 0,
    'childids' => 325,
    'thumb' => '',
    'show' => '1',
    'setting' => 
    array (
      'edit' => 1,
      'disabled' => 0,
      'getchild' => 1,
      'linkurl' => '',
      'urlrule' => 3,
      'seo' => 
      array (
        'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
        'list_keywords' => '',
        'list_description' => '',
      ),
      'template' => 
      array (
        'pagesize' => 20,
        'mpagesize' => 20,
        'page' => 'page.html',
        'list' => 'list.html',
        'category' => 'category.html',
        'search' => 'search.html',
        'show' => 'show.html',
      ),
      'cat_field' => '',
      'module_field' => '',
      'html' => 0,
    ),
    'displayorder' => '0',
    'acount' => '6',
    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
    'namerule2' => '{typedir}/list_{tid}_{page}.html',
    'mid' => 'article',
    'pcatpost' => 1,
    'topid' => '19',
    'domain' => '',
    'catids' => 
    array (
      0 => '325',
    ),
    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-yazhoukafei.html',
    'total' => 6,
    'field' => 
    array (
    ),
  ),
  326 => 
  array (
    'id' => '326',
    'pid' => '19',
    'pids' => '0,19',
    'name' => '亞洲咖啡',
    'dirname' => 'yazhoukafei',
    'pdirname' => 'kafeiguan/',
    'child' => 0,
    'childids' => 326,
    'thumb' => '',
    'show' => '1',
    'setting' => 
    array (
      'edit' => 1,
      'disabled' => 0,
      'getchild' => 1,
      'linkurl' => '',
      'urlrule' => 3,
      'seo' => 
      array (
        'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
        'list_keywords' => '',
        'list_description' => '',
      ),
      'template' => 
      array (
        'pagesize' => 20,
        'mpagesize' => 20,
        'page' => 'page.html',
        'list' => 'list.html',
        'category' => 'category.html',
        'search' => 'search.html',
        'show' => 'show.html',
      ),
      'cat_field' => '',
      'module_field' => '',
      'html' => 0,
    ),
    'displayorder' => '0',
    'acount' => '23',
    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
    'namerule2' => '{typedir}/list_{tid}_{page}.html',
    'mid' => 'article',
    'pcatpost' => 1,
    'topid' => '19',
    'domain' => '',
    'catids' => 
    array (
      0 => '326',
    ),
    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-yazhoukafei.html',
    'total' => 23,
    'field' => 
    array (
    ),
  ),
  339 => 
  array (
    'id' => '339',
    'pid' => '19',
    'pids' => '0,19',
    'name' => '上海咖啡館',
    'dirname' => 'kafeiguan/shanghaikafeiguan',
    'pdirname' => 'kafeiguan/',
    'child' => 0,
    'childids' => 339,
    'thumb' => '',
    'show' => '1',
    'setting' => 
    array (
      'edit' => 1,
      'disabled' => 0,
      'getchild' => 1,
      'linkurl' => '',
      'urlrule' => 3,
      'seo' => 
      array (
        'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
        'list_keywords' => '',
        'list_description' => '',
      ),
      'template' => 
      array (
        'pagesize' => 20,
        'mpagesize' => 20,
        'page' => 'page.html',
        'list' => 'list.html',
        'category' => 'category.html',
        'search' => 'search.html',
        'show' => 'show.html',
      ),
      'cat_field' => '',
      'module_field' => '',
      'html' => 0,
    ),
    'displayorder' => '0',
    'acount' => '5',
    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
    'namerule2' => '{typedir}/list_{tid}_{page}.html',
    'mid' => 'article',
    'pcatpost' => 1,
    'topid' => '19',
    'domain' => '',
    'catids' => 
    array (
      0 => '339',
    ),
    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-kafeiguan/shanghaikafeiguan.html',
    'total' => 5,
    'field' => 
    array (
    ),
  ),
  662 => 
  array (
    'id' => '662',
    'pid' => '19',
    'pids' => '0,19',
    'name' => '咖啡師',
    'dirname' => 'kafeiguan',
    'pdirname' => 'kafeiguan/',
    'child' => 0,
    'childids' => 662,
    'thumb' => '',
    'show' => '1',
    'setting' => 
    array (
      'edit' => 1,
      'disabled' => 0,
      'getchild' => 1,
      'linkurl' => '',
      'urlrule' => 3,
      'seo' => 
      array (
        'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
        'list_keywords' => '',
        'list_description' => '',
      ),
      'template' => 
      array (
        'pagesize' => 20,
        'mpagesize' => 20,
        'page' => 'page.html',
        'list' => 'list.html',
        'category' => 'category.html',
        'search' => 'search.html',
        'show' => 'show.html',
      ),
      'cat_field' => '',
      'module_field' => '',
      'html' => 0,
    ),
    'displayorder' => '0',
    'acount' => '11',
    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
    'namerule2' => '{typedir}/list_{tid}_{page}.html',
    'mid' => 'article',
    'pcatpost' => 1,
    'topid' => '19',
    'domain' => '',
    'catids' => 
    array (
      0 => '662',
    ),
    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-kafeiguan.html',
    'total' => 11,
    'field' => 
    array (
    ),
  ),
  667 => 
  array (
    'id' => '667',
    'pid' => '19',
    'pids' => '0,19',
    'name' => '連咖啡',
    'dirname' => 'liankafei',
    'pdirname' => 'kafeiguan/',
    'child' => 0,
    'childids' => 667,
    'thumb' => '',
    'show' => '1',
    'setting' => 
    array (
      'edit' => 1,
      'disabled' => 0,
      'getchild' => 1,
      'linkurl' => '',
      'urlrule' => 3,
      'seo' => 
      array (
        'list_title' => '連咖啡_coffee box_連咖啡防彈咖啡_連咖啡好喝嗎',
        'list_keywords' => '',
        'list_description' => '連咖啡是一個連鎖咖啡品牌，成立於2012年7月。主要提供咖啡快送服務，用戶可以通過微信公號“連咖啡微服務”掃碼自助下單，在線完成支付之後，平臺會就近爲咖啡車間附近的用戶提供咖啡外送服務，並保證在半小時內送達，產品包含焦糖拿鐵、香草拿鐵、愛爾蘭橙香拿鐵等。',
      ),
      'template' => 
      array (
        'pagesize' => 20,
        'mpagesize' => 20,
        'page' => 'page.html',
        'list' => 'list.html',
        'category' => 'category.html',
        'search' => 'search.html',
        'show' => 'show.html',
      ),
      'cat_field' => '',
      'module_field' => '',
      'html' => 0,
    ),
    'displayorder' => '0',
    'acount' => '14',
    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
    'namerule2' => '{typedir}/list_{tid}_{page}.html',
    'mid' => 'article',
    'pcatpost' => 1,
    'topid' => '19',
    'domain' => '',
    'catids' => 
    array (
      0 => '667',
    ),
    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-liankafei.html',
    'total' => 14,
    'field' => 
    array (
    ),
  ),
)

'/views-77-[page].html'

''

'https://test.gafei.com/views-77'

array (
  's' => 'article',
  'c' => 'show',
  'id' => '77',
  'm' => 'index',
)