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中國的咖啡之爭 中國連鎖咖啡店的競爭日趨激烈。全球最大的咖啡店連鎖商美國星巴克咖啡提出了到2019年在中國開設3400家店的計劃,中國將成爲星巴克海外門店數最多的國家。與此同時,太平洋咖啡等中國本土企業通過開發“烏龍茶拿鐵”等本土化的菜單奮起直追。由於中國經濟發展減速和反腐運動,高額消費陷入疲軟,此時的咖啡廳作爲一種“輕奢”消費模式受到年輕人的歡迎。各企業認爲該領域的潛在需求巨大,紛紛加快在華開店的速度。</p>
<p>
小齊今年26歲,在上海一家IT企業工作。他習慣每週自己去一次星巴克,因爲“麥當勞的環境鬧哄哄的,桌子也不乾淨,在這裏比較悠閒自在。”在安靜的空間裏,坐在沙發上一邊看書一邊喝咖啡是他的一種享受。</p>
<p>
小齊的月收入有1.5萬,遠遠高出上海約5400元的平均工資水平。星巴克一杯拿鐵咖啡在30元左右,如果再點一些甜點和餅乾的話一般要消費100元左右,相當於一般午飯餐費的5倍。但是小齊認爲:“只要自己覺得高興就行,並不覺得很貴。”</p>
<p>
伴隨着中國經濟的發展,上海等主要沿海城市的人均GDP甚至與發達國家相當,達到了1.5-2萬美元。以此爲背景,與喜歡熱鬧的父輩不同,更傾向歐美生活方式的“小資”年輕人越來越多。對於這些小資而言,去時尚的咖啡店消費成爲展示其輕奢主義的典型行爲。</p>
<p>
爲此,各家連鎖咖啡企業紛紛加快在華開店的速度。星巴克在中國的約90個城市開了約1600店,已成爲中國最大的咖啡店連鎖品牌。星巴克不僅進入大城市,還在拓展地方城市的門店數量。星巴克計劃到2019年在華新開1800家店,在華總門店數達到3400家以上。這個數字雖遠不及星巴克在美國1.2萬家店的規模,但是可位居其海外國家門店數量之最。</p>
<p>
英國COSTA咖啡則與中國本土的兩家企業進行了合併,到2014年在華門店總數達到了344家店。COSTA咖啡將中國定位爲具有發展潛力的市場,計劃到2020年將開店數量翻倍,達到900家。星巴克和COSTA兩家公司的門店主要集中在大型購物中心,據相關人士透露,咖啡店對商業設施而言是吸引顧客的重要元素,兩家企業接到的開店邀請絡繹不絕。</p>
<p>
中國本土企業也積極迎戰。店裏提供的咖啡價格與星巴克的價位基本相同。香港的太平洋咖啡和華潤萬家合作,開設了約260家店。而且通常是開在辦公樓的一層和醫院等人流量較多的“最佳位置”。太平洋咖啡計劃儘快開到1000家店。</p>
<p>
除了咖啡拿鐵等一般飲品之外,太平洋咖啡的特色是加入了高級白酒的“國酒咖啡”和用雲南茶葉加牛奶調製的“烏龍茶拿鐵”等。菜單中還包括糉子等中國傳統點心。太平洋咖啡希望以符合中國人飲食習慣的食物和飲品,實現與星巴克的差別化。</p>
<p>
中國內地最大的咖啡連鎖企業塞納左岸國際餐飲開了340家“SANA ZOAN”咖啡店,並通過上市融資進一步擴大店鋪網。韓國的漫咖啡經營着約70家“MAAN COFFEE”,並進駐在2015年9月開業的北京永旺購物中心,以沿海城市爲中心加快開設新店。漫咖啡的目標是10年內展開3000家門店。</p>
<p>
來源:環球網</p>
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),
) |
urlrule |
'/views-46213-[page].html' |
fix_html_now_url |
'' |
my_web_url |
'https://gafei.com/views-46213' |
get |
array (
's' => 'article',
'c' => 'show',
'id' => '46213',
'm' => 'index',
) |