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'星巴克COSTA的套路：抓住消費者的心後立刻甩開中國企業瘋狂獲利'

'/uploads/allimg/171020/3-1G020204Z54Y.jpg'

'巴克,COSTA,套路,抓住,消費者,立刻,甩開,中國企業,'

'專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ） 長期以來，COSTA 就像它的英國血統一樣，固執、傲嬌又傳統。 但面對增長喜人的中國咖啡市場，這位死腦筋的英國紳士終於坐不住了。繼星巴克在今年7月花費近88億元將華東1300家門店收歸己有之後，COST'

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'2017-10-20 20:39:39'

'2017-10-20 20:49:26'

'109715'

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'<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/171020/3-1G020204Z54Y.jpg" style="width: 500px; height: 300px;" /></span><br />
	<span style="color: rgb(62, 62, 62); font-family: 微軟雅黑, 黑體, Arial; font-size: 14px;">專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ）</span><br />
	<br />
	<span style="font-size:16px;">長期以來，COSTA 就像它的英國血統一樣，固執、傲嬌又傳統。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">但面對增長喜人的中國咖啡市場，這位&ldquo;死腦筋&rdquo;的英國紳士終於坐不住了。繼星巴克在今年7月花費近88億元將華東1300家門店收歸己有之後，COSTA也開始邁向全資運營的操作路徑。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">據英國媒體《Telegraph》報道，COSTA母公司Whitbread集團上週宣佈以3.1億元收購悅達咖世家（上海）餐飲管理有限公司剩餘49%股份。該公司爲COSTA與江蘇悅達集團合資設立，收購後完成後，COSTA將全資擁有中國南方市場。</span></p>
<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/171020/3-1G020204303L0.jpg" style="width: 640px; height: 823px;" /></span></p>
<blockquote>
	<p>
		<span style="font-size:16px;">COSTA的&ldquo;貼身纏鬥&rdquo;戰略</span></p>
</blockquote>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">COSTA的海外拓展腳步之慢一直爲人詬病。雖然與星巴克同爲1971年成立，但直到1999年，COSTA纔在迪拜開設了第一家海外門店。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">同一時間，星巴克已經在北京開設門店，正式進軍中國市場。慢了幾拍的COSTA，直到2007年纔在上海落座中國第一家門店。而此次，在星巴克幾乎壟斷中國咖啡連鎖市場時，COSTA也走上了其全資運營之路。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">儘管COSTA母公司一再強調，&ldquo;不同於星巴克，我們是第一家把頂級手工咖啡帶到中國市場的國際品牌&rdquo;，但毋庸置疑的是，從選址到擴張戰略，COSTA對星巴克幾乎在&ldquo;貼身纏鬥&rdquo;。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">值得一提的是，選址上，COSTA幾乎每家門店都緊鄰星巴克。這與麥當勞、肯德基這對歡喜冤家十分類似。貼身戰術，不僅節省了市場分析和考察的時間與高昂成本，還可以巧借星巴克在消費者心中先入爲主的地位，提高自己的知名度。</span></p>
<p>
	&nbsp;</p>
<span style="font-size:16px;"><img data-="" data-ratio="1.2859375" data-type="jpeg" data-w="640" src="" /></span>
<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/171020/3-1G020204314I2.jpg" style="width: 640px; height: 1023px;" /></span></p>
<p>
	<span style="font-size:16px;">而COSTA之所以敢打貼身戰，不僅源於對自身品質的自信，更是因爲找到了足以放心依賴的靠山。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">十年前，COSTA亞洲區總裁博斯邈（Paul Smith）說：&ldquo;找到實力雄厚的中國本土公司合作是最好的發展方式。&rdquo;在2006年進入中國市場之前，COSTA花了3年時間做中國市場調研，其中除了調研消費者心理、市場狀況，重點的一項是選定合適的合作伙伴。</span></p>
<p>
	&nbsp;</p>
<span style="font-size:16px;"><img data-="" data-ratio="1.5984375" data-type="jpeg" data-w="640" src="" /></span>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">十年後的今天，COSTA啓動全資運營，大肆甩開靠山。這番&ldquo;翻臉不認人&rdquo;的做法再次與星巴克的做法不謀而合。</span></p>
<p>
	&nbsp;</p>
<span style="font-size:16px;"><img data-="" data-ratio="1.453125" data-type="jpeg" data-w="640" src="" /></span>
<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/171020/3-1G02020432NC.jpg" style="width: 640px; height: 930px;" /></span></p>
<blockquote>
	<p>
		<span style="font-size:16px;">過河拆橋冷酷到底 是什麼讓星巴克COSTA們如此無情？</span></p>
</blockquote>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">當然是利益。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">首先，剛進入陌生市場時，特許經營模式的優勢很大，對於品牌來說，只需要輸出品牌和管理能力，就能有穩定的銷售分成和越來越大的市場空間。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">不過當海外市場成熟、盈利規模相當可觀以後，特許經營權的優勢對於外資企業來說不復存在。其更希望能夠拿回控制權，一方面是爲了提高公司整體盈利和決策權；另一方面是對門店品質和品牌價值的一種維護。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">其次，海外市場的蕭條讓星巴克和COSTA對中國市場更加志在必得。據星巴克2016財報，去年起，其最大的美國市場銷售遭遇瓶頸，而中國市場增長迅猛。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">此外，星巴克發佈的2016Q4財報顯示，其中國市場的可比門店銷售金額同比增長6%，高於美國5%和全球4%增幅；在營收方面，包括中國在內的亞太地區增長了9%，成爲了星巴克的全球第二大市場。</span></p>
<p>
	&nbsp;</p>
<span style="font-size:16px;"><img data-="" data-ratio="0.9625" data-type="jpeg" data-w="640" src="" /></span>
<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/171020/3-1G020204340316.jpg" style="width: 640px; height: 616px;" /></span></p>
<p>
	<span style="font-size:16px;">拿回勢頭如此強勁的中國市場的店面獨立經營權後，所有的盈利都將進入星巴克自己的腰包。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">COSTA也是如此。雖位列《泰晤士報》英國國民最喜愛咖啡品牌榜首，COSTA在英國的銷售額卻並不如人意。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">據公開資料顯示，COSTA近年本土業績增幅明顯下滑。2016財年COSTA的英國營業額增長率僅爲2%，與2013年的6.8%相比着實令人擔憂。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">況且，這樣的業績在英國僅能與名不見經傳的小咖啡廳如Caff&egrave;Nero抗衡，這與COSTA&ldquo;英國老大哥&rdquo;的身份實在不相符。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">但在中國，COSTA的銷售額卻十分可觀。公司預測，2022年，COSTA在中國市場的700家門店可收穫1200萬英鎊至1500萬英鎊的營業利潤。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">這種利潤增長的核心在於中國咖啡市場巨大的增長潛力。據倫敦國際咖啡組織統計，與全球平均2%的增速相比，中國的咖啡消費正在以每年15%的驚人速度增長。預計到2025年，中國將成長爲1萬億元的巨型咖啡消費帝國。</span></p>
<p>
	&nbsp;</p>
<span style="font-size:16px;"><img data-="" data-ratio="1.00625" data-type="jpeg" data-w="640" src="" /></span>
<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/171020/3-1G020204350Z3.jpg" style="width: 640px; height: 644px;" /></span></p>
<p>
	<span style="font-size:16px;">此外，倫敦國際咖啡組織數據顯示，2012至2017年，源於中國消費者消費習慣的改變，速溶咖啡的銷售金額平均增速下降至8.3%。未來，隨着中國與歐美髮達國家的現磨咖啡消費額差距逐漸縮小，星巴克、COSTA們將迎來更大的市場機遇。</span></p>
<p>
	&nbsp;</p>
<span style="font-size:16px;"><img data-="" data-ratio="0.8796875" data-type="jpeg" data-w="640" src="" /></span>
<p>
	&nbsp;</p>
<blockquote>
	<p>
		<span style="font-size:16px;">學得來套路，學不來的&ldquo;迷心術&rdquo;</span></p>
</blockquote>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">據《路透社》報道，早期國內市場上，COSTA咖啡擴張速度穩居第一，每週有兩到三家新店開張，因此，許多星巴克門店旁都開始出現COSTA的身影。其店員與星巴克的店員一樣擁有年輕、陽光的笑容，一樣會喊出老顧客的名字。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">但讓中國消費者頗感新鮮的是，這裏能與咖啡師面對面交流手工咖啡製作的工藝，傾聽打奶沫的嘶嘶蒸汽聲。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">從目前中國咖啡市場品牌佔有率來看，COSTA早已大比分落後。市佔率高達73.3%的星巴克，以八倍的優勢將COSTA（9%）遠遠甩在身後。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">因此，在中國市場，COSTA與其老牌對手星巴克恐怕連直接競爭都談不上。而同時在瓜分中國咖啡市場的麥咖啡及太平洋咖啡，實力同樣不容小覷。</span></p>
<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/171020/3-1G020204400617.jpg" style="width: 640px; height: 563px;" /></span></p>
<span style="font-size:16px;"><img data-="" data-ratio="0.7796875" data-type="jpeg" data-w="640" src="" /></span>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">此外，從COSTA近年發展來看，其在海外門店的拓展十分緩慢。據公開資料顯示，截至2016年末，COSTA在中國內地的門店有420家，而星巴克已經達到2400多家。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">到2021年，星巴克計劃將中國大陸門店數量增至5000家，而COSTA在全資擁有其在中國南方市場的門店後，計劃5年內擴張到700家。摩根士丹利表示，這意味着COSTA每年需要新開80家門店，挑戰頗大。</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">然而，無論掙脫大佬懷抱後的COSTA能否健康成長，無論看似虛無的開店計劃能否支撐其瓜分中國咖啡市場的野心。最重要的是，在對品牌和體驗的要求遠高於咖啡本身口味及品質的中國。</span></p>
<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/171020/3-1G0202044121V.jpg" style="width: 640px; height: 499px;" /></span></p>
<p>
	<span style="font-size:16px;">那個既賣咖啡也賣營銷的星巴克，顯然比品質至上、但老舊古板的COSTA更能抓住中國消費者的心&mdash;&mdash;&ldquo;我買的是星巴克就好，至於咖啡的味道，好像沒那麼重要。&rdquo;</span></p>
<p>
	&nbsp;</p>
<p>
	<span style="font-size:16px;">一面甩開中國企業瘋狂獲利，一面牢牢抓住中國消費者的心。看星巴克，這纔是真正的資本贏家。</span></p>
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''

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