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'揭祕星巴克的另一面：只推品牌不賣咖啡'

'/uploads/allimg/150907/3-150ZG64955649-lp.jpg'

'揭祕,巴克,另一面,品牌,不賣,咖啡,'

'星巴克把消費羣圈定在白領族羣。 注意，在中國星巴克的定位中，白領是一種狀態，而非身份。都市白領中有相當一個羣體是文藝青年，同樣也是咖啡店的重度消費者，但是星巴克絕不會把自己的定位落在文藝青年這種狀態上，儘管他們有很大的概率是同一個人。爲什麼'

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'2015-09-07 16:49:30'

'2015-09-07 16:49:58'

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'<p style="text-align: center; ">
	<img alt="" src="/uploads/allimg/150907/3-150ZG64955649.jpg" style="width: 299px; height: 291px; " /></p>
<p>
	　　星巴克把消費羣圈定在白領族羣。</p>
<p>
	　　注意，在中國星巴克的定位中，白領是一種狀態，而非身份。都市白領中有相當一個羣體是文藝青年，同樣也是咖啡店的重度消費者，但是星巴克絕不會把自己的定位落在&ldquo;文藝青年&rdquo;這種狀態上，儘管他們有很大的概率是同一個人。爲什麼這麼說，請耐心看下文。</p>
<p>
	　　說起咖啡館，中國人腦子裏閃現的是陽光燦爛的午後，背靠舒適的椅子，手邊一杯咖啡，你在瀰漫着新鮮咖啡豆的香味的屋子裏消磨時光。</p>
<p>
	　　因此，一般的咖啡館傾向於選擇安靜的地方，即使在熱門地點也會選擇角落位置。星巴克卻偏愛商圈、寫字樓、商場，通常會在顯眼熱鬧的地方，甚至不避諱臨街。熱門地標是白領的典型領地，顯眼的位置讓他們不用花太多時間就能立即到達店內。</p>
<p>
	　　星巴克明亮的白色門面也是讓它更容易被發現的原因之一。品牌採用白綠搭配色調，顯得簡潔、自然，摒棄繁複裝飾的思路實際上也是在迎合都市白領的品位，出現在整潔高效的寫字樓中毫不違和。這使星巴克少了一點&ldquo;咖啡館&rdquo;的感覺，更像是一家便利、快速的咖啡外賣店，也是它和其他咖啡店的一點重要區別。</p>
<p>
	　　爲何要這樣定位呢?</p>
<p>
	　　市場對咖啡館的需求分爲兩種。一種是生活場景下的休閒、放鬆之所，另一種是工作場景需求。白領們在工作時需要一間咖啡店，距離上隨時可達，提供品質不錯的咖啡，能在繁忙的工作間隙中略略歇腳即可。</p>
<p>
	　　我們在中國看到的星巴克，顯然都是滿足工作場景需求，但這其實並不是星巴克最早的定位。</p>
<p>
	　　20世紀80年代末，霍華德&middot;舒爾茨召集一批投資者買下星巴克，並借用美國社會學家雷&middot;奧德伯格的話，提出要將星巴克定位爲&ldquo;第三空間&rdquo;&mdash;&mdash;除了辦公室跟家裏，你還可以去星巴克消磨時間。這一充滿意大利風情的概念迅速征服了大部分的美國消費者，大家漸漸習慣了去星巴克喝咖啡，而非在家中製作。這讓星巴克得以快速擴張，不僅在美國本土，也逐漸佈局全球。1992年，星巴克成功上市。</p>
<p>
	　　但問題是，如果星巴克堅持第三空間消磨時光的這個定位，就絕無可能成長爲今天的這個巨無霸。</p>
<p>
	　　星巴克當然認識到了這一點。1994年，霍華德&middot;舒爾茨聘請著名設計師萊特&middot;梅西助力星巴克的全新連鎖店拓展計劃，這包括店面的設計、桌椅高低、櫃檯統一化，最重要的是這一次計劃將星巴克店內大部分產品的陶瓷咖啡杯，全部更換爲更加節省人力的紙杯，這其實更像一個星巴克發出的訊號：我們要更加快速便捷。</p>
<p>
	　　如果說霍華德&middot;舒爾茨口中的&ldquo;第三空間&rdquo;給人的放鬆感是100分的話，那實際上光臨星巴克只會讓你感覺到大概60分的程度，不過於舒適，又稍有鬆弛。</p>
<p>
	　　這樣做的結果是，在其核心消費者白領的心中，星巴克漸漸與隨處可見的麥當勞、漢堡王一樣，不再是一個可以&ldquo;裝酷&rdquo;的地方。星巴克不再是那個美國人心中充滿夢幻色彩的&ldquo;第三空間&rdquo;。試問一個可以讓顧客&ldquo;一杯咖啡一下午&rdquo;的店，拿什麼支付租金，還怎能在全球到處開花呢?</p>
<p>
	　　正是快餐化，纔有星巴克的今天。但是舒爾茨重回星巴克後，高調地來了一番反省，&ldquo;快速擴張讓星巴克更加商業化&rdquo;&ldquo;一成不變的方式讓顧客對咖啡的熱情正在消失&rdquo;&ldquo;找回失去的傳統文化&rdquo;&hellip;&hellip;而我們看到中國星巴克卻依然沿着舊有的方式前進着。</p>
<p>
	　　舒爾茨爲什麼要喊這些與實際情況不符的口號呢?</p>
<p>
	　　因爲星巴克仍在擴張啊!因爲80年代全美擴張時使用的招數在今天的中國仍然奏效啊!</p>
<p>
	　　在今天的美國，隨處可見的星巴克已經與&ldquo;第三空間&rdquo;毫無關係，但在進入其他國家市場時，這仍是一個最好的營銷引爆點。中國星巴克的店址一般在寫字樓或商業區，消費者在工作日午休、購物小息、三五好友相約等等時刻非常容易受到星巴克的&ldquo;蠱惑&rdquo;，進去買一杯，但是星巴克的店內設置，絕不鼓勵你坐上一下午。</p>
<p>
	　　正如《經濟學人》所說，&ldquo;舒爾茨提出的重歸星巴克根源的願望，看來將與公司全球範圍增長到40000家的既定目標相沖突。&rdquo;這一針見血的評論，將舒爾茨的這番反省襯托得十分矯情，十足的得了便宜還賣乖。</p>
<p>
	　　而第三空間的理念，卻把中國其他受星巴克啓蒙的咖啡店主給帶到溝裏了。他們盡力讓自己的店&ldquo;慢&rdquo;下來，也致力於將自己的店打造成&ldquo;第三空間&rdquo;。但是按照消磨時光理念打造的那些文藝氣息濃烈也成功吸引文藝青年的咖啡店，無不慘淡經營，過低的翻檯率根本無法支撐租金等成本壓力，想提價，消費者的心理價位卻被星巴克錨定在30元左右，在商務區的咖啡店甚至要靠中午的簡餐才能勉強支撐，最後無不草草收場。</p>
<p>
	　　無數懷有一顆文藝青年心的女白領(也正是星巴克的典型顧客)，將&ldquo;坐在自己開的咖啡館裏與三兩閨蜜一起喝下午茶&rdquo;視爲人生理想，我們要鄭重告訴你：你開的將是一個燒錢機器。</p>
<p>
	　　所以，星巴克看似在和整個咖啡店行業競爭，實際上卻處於一個細分市場的藍海中，牢牢把握這樣的需求，併成功將這種需求推向全球，成爲白領消費的代表性品牌之一。</p>
<p>
	　　服務定位：你知道星巴克在趕你走嗎?</p>
<p>
	　　儘管白領們在咖啡行業被無情地忽視了，並源源不斷地爲星巴克掏出大把金錢，但是星巴克卻沒有因此對他們心慈手軟，而是出於利益驅動，定製了一套特殊的服務標準，目的就是把白領們從店裏&ldquo;趕走&rdquo;。</p>
<p>
	　　這是爲了餐飲企業的盈利關鍵點&mdash;&mdash;提升翻檯率。從一進門起，星巴克就設置了各種環節縮短顧客在店內的逗留時間。</p>
<p>
	　　在購買階段，門店需要爲顧客挑選商品的時間付出代價。好在對咖啡飲品來說，白領本來就不會花大量時間做選擇。而星巴克咖啡飲品種類設置上也儘量精簡，將同品類咖啡不同製法去重後，飲品不超過30種，食物僅10種左右，也沒有什麼組合、套餐之類的繁複搭配，顧客做起選擇非常容易。</p>
<p>
	　　來到使用階段。一般咖啡店的做法是儘量滿足顧客&ldquo;舒適、溫馨&rdquo;的要求，於是不少顧客一杯咖啡進店，坐到天荒地老，非但沒有提升翻檯率，還擠佔了其他銷售機會。爲此，很多咖啡店選擇提升客單價的思路，搭售周邊商品等手段曲線救國，效果卻因店、因地而異。</p>
<p>
	　　星巴克的做法是，讓顧客感到不舒服。店內的裝修一改咖啡館深沉溫暖的色調，而是簡單清爽、線條硬朗，不會讓人覺得是舒適的休閒場景。座位安排別有用心，專門使用一些木質椅、高腳凳、牆邊桌等等不甚舒適的傢俱，讓人無法久坐。細心的話，還能感覺到，星巴克的冷氣通常比其附近的店鋪溫度要更低些，以爲這是福利?大錯特錯，其實是讓人不舒服，催你買完咖啡快走。美國的星巴克甚至爲汽車族新添了外賣窗口，你乾脆別進店，完全麥當勞化了。</p>
<p>
	　　一般咖啡館的堂食會給顧客提供瓷杯，不喝完也帶不走，顧客在店時間自然變長。而無論即食還是外帶，星巴克一律採用紙杯包裝，顧客可以隨時將咖啡帶走。</p>
<p>
	　　所以與其把星巴克定義成咖啡館，倒不如說它是個咖啡便利店，選擇買完就走的顧客遠比在店內享用的多。相較之下，同爲大型連鎖品牌的COSTA、太平洋等，在店內悠閒地上網、閱讀的人們都要更多。</p>
<p>
	　　推廣定位：只推品牌，不賣咖啡</p>
<p>
	　　當然它是賣咖啡的，不過在營銷上，卻和市面上所見的咖啡品牌營銷有很大不同。這種不同體現在兩個層面。</p>
<p>
	　　首先，星巴克在人們視野中的出鏡率其實相當高，在電影、電視、營銷活動、社交網絡中都經常露臉。再加上全平臺的自媒體宣傳與互動，在宣傳體量上，星巴克就比其他品牌高出許多個等級。</p>
<p>
	　　而更深的層面，身處餐飲業的星巴克在營銷上並不像麥當勞、肯德基那樣以產品爲主角，營銷重點不是口感、原料，而是放在品牌形象上，通過產品情境教育，和對特定人羣的強關聯，讓品牌與潮流、前衛、高端、品位等感性概念產生聯繫，提升品牌溢價。</p>
<p>
	　　比如在時尚題材電影《穿Prada的惡魔》中植入產品，高端時尚雜誌的主編曾點名要在早上到辦公室的時候，桌上擺放好一杯星巴克咖啡。品牌形象立刻被打上&ldquo;時尚&rdquo;&ldquo;高端&rdquo;的標籤，雖然真實世界裏的時尚主編可能根本覺得星巴克是廉價咖啡的代表，但鬼才知道他們真正喝什麼。對消費者來說，看到越多類似的品牌關聯，星巴克的&ldquo;潮流&rdquo;屬性就越被強化，這也是追求潮流的白領對星巴克趨之若鶩的原因之一。</p>
<p>
	　　當然這也非一日之功。起源於美國的星巴克始終受到年輕人的歡迎，這種打造時尚潮流特性的品牌塑造活動由來已久，所以出現在時尚電影中才自然不跳戲，起到正面作用。</p>
<p>
	　　比如2013年星巴克在微信平臺做了一個名爲&ldquo;微信星巴克自然醒音樂電臺&rdquo;的互動活動，參與者給星巴克公衆賬號發送一個心情符號，即會得到一首心情專屬音樂，極具文青小資情調的活動有效提升了品牌的&ldquo;逼格&rdquo;。</p>
<p>
	　　看似與咖啡產品毫無關聯，沒錯，也確實沒有。但活動的立意、形式卻與品牌的主體消費羣情感相通，白領們的消費特徵就是十分注重品牌，有了好的品牌定位與形象，價格甚至產品反倒排名靠後。</p>
<p>
	　　星巴克確定了許多非典型的定位，反推回去，卻覺得理所當然，無疑是把準了特定市場的脈。而面對咖啡市場不斷增長而門店卻難以維繫的尷尬局面，咖啡品牌們可能要先冷靜下來，先好好想想自己到底是&ldquo;誰&rdquo;。</p>
<p>
	　　小編爲什麼要轉發這篇文章呢?原因很簡單，瞭解消費者我想很多商家很多企業都會想到，但真真正正能夠做到自己的發展戰略部署都在消費者方向出發的又會有多少呢?做生意也好，做企業也罷，要做好就一定要戒掉浮躁的心理。主要一步一腳印地簡直以消費者體驗爲原則。企業才能成長，才具有生命力，才具有可持續發展方向和理念。</p>
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'1441615770'

'1441615798'

'揭祕星巴克的另一面：只推品牌不賣咖啡_星巴克_咖啡館經營_中國咖啡網'

'揭祕,巴克,另一面,品牌,不賣,咖啡'

'星巴克把消費羣圈定在白領族羣。 注意，在中國星巴克的定位中，白領是一種狀態，而非身份。都市白領中有相當一個羣體是文藝青年，同樣也是咖啡店的重度消費者，但是星巴克絕不會把自己的定位落在文藝青年這種狀態上，儘管他們有很大的概率是同一個人。爲什麼'

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