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'2015-08-13 18:49:05'

'2015-08-13 18:49:43'

'36962'

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'<p style="text-align: center; ">
	<img alt="" src="/uploads/allimg/150813/3-150Q31T941134.jpg" style="width: 424px; height: 300px; " /></p>
<p>
	　　如果說在高檔寫字樓羣中的&ldquo;星巴克&rdquo;奠定了人們對咖啡店浪漫、小資的最初印象。那麼在&ldquo;上島&rdquo;，軟綿綿的沙發、經濟美味的商務餐則向人們展現出咖啡店的另一種風情。事實上，&ldquo;星巴克&rdquo;、&ldquo;上島&rdquo;僅僅只是咖啡店的兩種版本。隨着咖啡文化在中國漸漸普及，各種特色咖啡店在北京、上海、廣州等大中城市如雨後春筍般地湧現，被視爲小資人羣落腳點的咖啡店，掀起了一股投資熱潮。生活品位的不斷提高，使得咖啡這個舶來品在中國的消費量日益增長。據有關資料顯示，目前中國的咖啡消費量正以每年15%的速度遞增，將逐步成爲世界最大的咖啡消費市場之一。</p>
<p>
	　　創業諮詢專家提醒投資者，由於咖啡店的投資規模相對來說比較大，因此不管是加盟連鎖品牌還是自創品牌，投資者都要對各種風格的咖啡店進行一個全面的瞭解。</p>
<p>
	　　大衆時尚類咖啡店 將普及時尚進行到底</p>
<p>
	　　在一級城市，&ldquo;星巴克&rdquo;的身影是最熟悉的。然而，昂貴的房租以及高風險性的特徵，讓很多投資者望而卻步。事實上，在二三級城市，咖啡店有着更廣闊的發展空間。因此，很多投資者將目光轉向了二三級城市。</p>
<p>
	　　目前，二三級城市主要以大衆時尚類的咖啡店爲主。法國風格的西堤島咖啡店就是一個例子。據瞭解，西堤島以&ldquo;自由、平等、世界無界限&rdquo;作爲咖啡文化理念，致力於在中國弘揚、普及咖啡消費時尚文化，目前在中國已經發展了近200家加盟店。</p>
<p>
	　　與星巴克等咖啡店定位於相對較窄的人羣不同，二三級城市的咖啡店則定位於大衆時尚人羣。在服務內容上，不僅僅提供各種美味的咖啡飲品，還提供各種風味的中西簡餐。記者在西堤島廊坊店發現，有一部分顧客來這裏消費並不是奔着品嚐咖啡來的，卻是來這裏享受美味的套餐。在紅色、咖啡色以及乳白色的包圍之中，濃厚的咖啡香在空氣中迴盪，這或許就是一種舒適、小資的感覺。</p>
<p>
	　　投資者如果選擇加盟的模式在二三級城市開店，那麼在店面規模上一定要進行嚴格的評估。一般情況下，特許總部都會選擇多種模式供投資者選擇。以西堤島爲例，包括兩種主要模式：波旁公爵咖啡店、路易榮耀咖啡廳。前者經營面積在500平方米以下，投資品牌加盟費爲8.8萬元，品牌保證金是2萬元，預期的投資回收期爲8-12個月;後者是作爲中國市場的旗艦店，經營面積在500平方米以上，品牌投資加盟費爲10.8萬元，品牌保證金3萬元。其他特許品牌的加盟投入在這個標準上下略有浮動。</p>
<p>
	　　休閒類咖啡店 顛覆傳統固有模式</p>
<p>
	　　陳先生是一位在北京生活了10年的香港人。由於從小就有愛喝咖啡的習慣，對咖啡有着深厚的感情。工作後遊歷了很多國家，必去的地方也是咖啡館，因此對咖啡有相當的瞭解並有不少自己的見解。於是，一方面經營着自己的廣告公司，一方面開始實施自己的咖啡店開店計劃。</p>
<p>
	　　事實上，像陳先生這樣的人很多。有了比較穩定的事業之後，開一個休閒型的吧廳，讓自己的興趣得以延續，同時還可以認識一些志同道合的朋友，可謂一舉多得。</p>
<p>
	　　休閒類咖啡店的最大特色就是&ldquo;休閒&rdquo;特徵上。根據陳先生的介紹，至少要在命名、選址、裝修風格以及飲品等方面來展現。以陳先生的咖啡店爲例，&ldquo;鐘意&rdquo;的命名，一方面希望表達自己是一家最正宗的意式咖啡店，讓真正懂咖啡的人聚合過來;另一方面希望用這樣一個感性的詞來吸引愛戀中的男男女女。這一層內涵在飲品的搭配上也體現得淋漓盡致。據陳先生介紹，在&ldquo;鐘意&rdquo;的飲品單上，刻意突出一男一女的組合消費。比如男性消費者喜歡咖啡，那麼女性消費者就會有一些水果、冰淇淋等作爲搭配。</p>
<p>
	　　休閒類咖啡店的裝修風格與星巴克、上島等品牌迥然不同。在鐘意咖啡店看到，店內色彩繽紛，都是比較鮮亮的顏色，帶有識別感的簡潔風格。據陳先生介紹，這種風格在意大利隨處可見。陳先生希望將鐘意咖啡店從固有的咖啡店模式中解脫出來，成爲休閒類咖啡店的代表。</p>
<p>
	　　休閒類咖啡店的投資規模相對較小。店面大小80平方米左右最爲適宜，店內配有2到3名店員即可。提供的飲品主要還是以咖啡爲主，此外有少量的甜品和比薩。前期投資大約需要30萬到40萬元不等。因此，對於投資者來說，咖啡店並不一定要參照固定的模式，休閒類咖啡店或許是一個不錯的選擇。</p>
<p>
	　　人文類咖啡店 質樸幽雅、別樣意境</p>
<p>
	　　談到&ldquo;雕刻時光&rdquo;，可能很多人會首先想起10多年前位於北大東門的那個小屋，那是最早的雕刻時光咖啡店。如今在魏公村、香山、五道口、麗都、北航都有了分店。</p>
<p>
	　　&ldquo;雕刻時光&rdquo;是典型的人文類咖啡店的代表。在這裏，你可以爲聽音樂而來，可以爲看書而來，也可以爲看電影而來。古樸的木地板，棗紅色窗簾，還有一些木頭傢俱是它的主要元素。在這樣的咖啡店中，享受的是一種平靜的心態、純樸而懷舊的情愫。沒有喧囂，只有從容，只有淡淡的音樂和柔和的燈光。如果你選擇了靠山或者靠樹的窗戶，那更是一種別樣的意境。</p>
<p>
	　　人文類咖啡店的風格註定了必須有一個獨一無二的選址。據雕刻時光咖啡店總經理莊仔介紹，人文類咖啡店不會像快餐店一樣選在鬧市區或繁華地段，它的目標人羣並不是那些希望快速消費的人。因此，人文類咖啡店會選擇學院圈甚至校園裏面、外籍人士聚居地，以及一些人氣比較旺、文化氛圍比較濃厚的風景區附近，要與質樸、幽雅的風格定位相符合。</p>
<p>
	　　由於人文類咖啡店對經營者的要求比較高，必須融入經營者對人文藝術的深刻把握才能做好。因此，目前人文類咖啡店連鎖品牌較少，一般都以個人自創品牌經營爲主。據瞭解，迄今爲止僅有&ldquo;雕刻時光&rdquo;開始邁出了特許加盟的步伐。不過據莊仔介紹，與其他的特許加盟的做法不同，&ldquo;雕刻時光&rdquo;的加盟運作是相當謹慎甚至是保守的。不僅加盟費不低，對加盟商的選擇也是比較嚴格的。首先必須充分領會人文類咖啡店的特點。其次，能夠承擔投資風險，有資金實力;因爲開一家人文類咖啡店並不是想象中那麼快就能掙錢，而是一種積累和沉澱。此外，最好還要有咖啡相關的知識背景。</p>
<p>
	　　目前，麥當勞、肯德基的加盟模式正在被&ldquo;雕刻時光&rdquo;所採用。如果加盟商對於開店前期的經營沒有信心的話，可以和總部簽署一份委託經營的合同，繳納一定營業額比例的委託金，委託總部在前兩三年內爲自己的店進行管理。而在兩三年之後可以收回經營權。這樣做不但可以降低加盟商的投資風險，還能使加盟商在有指導的情況下逐漸理清自己的經營思路。在外地市場，&ldquo;雕刻時光&rdquo;將與當地有經營經驗的合作伙伴展開代理合作，全面拓展各區域市場。</p>
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