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'和全球平均2%的增速相比,中國咖啡消費的兩位數增長堪稱神速,巨大的市場前景吸引了諸多外資品牌的覬覦。 據上海本地媒體日前報道,來自瑞典、貼上硅谷孵化標籤的咖啡品牌Wheelys宣佈要啓動在國內市場的拓展規劃,並意欲成立產業基金推動城市運營商發展,以' |
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'<div>
和全球平均2%的增速相比,中國咖啡消費的兩位數增長堪稱神速,巨大的市場前景吸引了諸多外資品牌的覬覦。</div>
<div>
據上海本地媒體日前報道,來自瑞典、貼上硅谷孵化標籤的咖啡品牌Wheelys宣佈要啓動在國內市場的拓展規劃,並意欲成立產業基金推動城市運營商發展,以此加速在華佈局。並且,Wheelys更是希望借新模式“叫板”星巴克等傳統連鎖咖啡巨頭。</div>
<div>
截至目前,中國市場的外資咖啡品牌包括美國的星巴克、英國的Costa以及韓國的Caffebene等。業內人士指出,新品牌的進入暫時難以撼動現有品牌的市場佔有情況及整個咖啡市場的格局。不過,5年後,隨着中國咖啡市場進入成熟發展期,行業可能進行洗牌。</div>
<div>
新人意圖挑戰傳統模式</div>
<div>
據瞭解,Wheelys品牌於2014年創立,目前在全球65個國家和地區擁有業務。和傳統的店面售賣模式不同,Wheelys藉助智能移動咖啡車營業。消費者可以通過手機APP尋找最近的咖啡車,並進行預約、下單等功能,單杯價格略低於星巴克和Costa等連鎖品牌。</div>
<div>
公開資料顯示,Wheelys品牌在全球其他地區的擴張模式爲“買車即加盟”。不過,據稱其在中國市場採取的將是同城市運營商分工協作的模式。通俗來講,類似於區域加盟。</div>
<div>
Wheelys方面表示,意圖在中國市場挑戰星巴克等連鎖咖啡的傳統模式。顯然,這一說法備受矚目。</div>
<div>
不少傳統連鎖咖啡品牌在中國市場已發展多年,且運營成績靚麗。以星巴克爲例,歐睿諮詢數據顯示,2015年星巴克佔中國連鎖咖啡的市場份額高達73.3%。Wheelys挑戰的底氣在哪裏?</div>
<div>
10月11日,Wheelys中國公司CEO白曉帆向《每日經濟新聞》記者表示,8月品牌已經率先在上海啓動招募運營商計劃。現在,其決定加快步驟,開拓全國市場。按規劃,到2016年底,Wheelys將拓展至少30家“店面”(智能咖啡車),而在未來5年,將在全國拓展200個運營商。</div>
<div>
白曉帆稱,Wheelys並非要同星巴克等直面競爭,之所以在中國開始加速全面佈局,是看到了這一領域的規模。Wheelys中國產業基金創始人王偉賢認爲,未來中國咖啡市場的規模或達萬億。</div>
<div>
“現在咖啡增長非常快,星巴克也還在跑馬圈地,這是一個契機。”白曉帆說,相比星巴克,其形象更加年輕,在省去門店租金後,成本也更具備優勢。“今後中國各種層級的咖啡都會存在,並不衝突”。</div>
<div>
不過,不少業內人士也表示,採用新模式進入中國市場的品牌還面臨諸多挑戰。中國食品產業評論員朱丹蓬向記者指出,Wheelys進軍中國能否成功難以確定。“類似於區域加盟的模式風險較高,如果不是全直營模式,品質和服務很難達到標準化。此外,其屬於輕資產運營,要有很完善的制度以及流程等。只要涉及加盟,流程的效果就會打折扣”。</div>
<div>
相信未來10年都是爆發期</div>
<div>
目前,無論是咖啡消費還是咖啡種植,中國的行業地位都顯得有些尷尬。</div>
<div>
《每日經濟新聞》記者此前就有報道指出,作爲產區,中國咖啡豆產量有限,在全球佔比不足1%;而在咖啡消費方面,昆明富民進出口有限公司咖啡行業高級分析師賈奔指出,目前中國咖啡豆消費量或許並沒有一些機構預測的那麼樂觀(曾有機構預測2015年中國咖啡豆需求量達到18萬噸)。按其估算,目前國內咖啡市場的年消費僅在8萬噸左右。</div>
<div>
不過,中國咖啡市場的消費潛力無疑是龐大的。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。</div>
<div>
“未來10年都是中國咖啡市場的爆發期,進來後,大家一起把蛋糕做大。”朱丹蓬告訴記者,在未來5年,因爲市場存在發展空間,諸多咖啡品牌的銷售都會有所增長。不過,5年後行業逐步發展成熟,可能會進入洗牌階段。</div>
<div>
賈奔則指出,如果普通老百姓如飲茶一樣飲用一杯僅數元的咖啡時代來臨,才意味着中國真的已經變成咖啡消費大國了。<img alt="" src="/uploads/allimg/161014/8-161014094102428.jpg" style="width: 329px; height: 220px;" /></div>
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'name' => '7月資訊',
'dirname' => '7yuezixun',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 323,
'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' => '1',
'namerule' => '{typedir}{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '323',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-7yuezixun.html',
'total' => 1,
'field' =>
array (
),
),
) |
urlrule |
'/views-81162-[page].html' |
fix_html_now_url |
'' |
my_web_url |
'https://0ca23f5c-ed06-482b-90de-8de4dcb2d112.gafei.com/views-81162' |
get |
array (
's' => 'article',
'c' => 'show',
'id' => '81162',
'm' => 'index',
) |