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'98649'

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'啓示錄——隱祕的咖啡帝國-Jab Holdings'

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'啓示錄,隱祕,咖啡,帝國,-Jab,Holdings,'

'現在的消費者不再關心一杯咖啡是否便宜而是看重它是否品質優秀或者是不是便捷。 在上一期所介紹的綠山咖啡以及JDE在膠囊咖啡的佈局是便捷性的代表而優秀品質則是精品咖啡門店所切入的一個重要市'

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'2017-04-15 11:45:29'

'2017-04-15 11:45:27'

'97880'

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'<p _hover-ignore="1" style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	&ldquo;現在的消費者不再關心一杯咖啡是否便宜而是看重它是否品質優秀或者是不是便捷。&rdquo;</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	在上一期所介紹的綠山咖啡以及JDE在膠囊咖啡的佈局是便捷性的代表而優秀品質則是精品咖啡門店所切入的一個重要市場。連鎖門店對於Jab來說其戰略意義1、下注單杯釀造的高品質咖啡賽道 2、擴充商品化咖啡的銷售渠道。我們看到在上圖第二個板塊下Jab不單單收購咖啡連鎖門店同樣也收購了一些和咖啡看似沒什麼關係的甜甜圈連鎖門店和簡餐連鎖門店意圖進一步延伸咖啡膠囊、咖啡豆、咖啡粉的銷售渠道。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	這一期主要介紹Jab連鎖精品咖啡的核心--Peet&rsquo;s coffee</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	<strong style="padding: 0px; margin: 0px;">Peet&rsquo;s coffee</strong></p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	Peet&rsquo;s Coffee&mdash;和星巴克之間的故事</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	Peet&rsquo;s coffee創辦於1966年比星巴克還早了5年是當時最早引入深度烘焙阿拉卡比豆的咖啡館之一。主要的經營模式爲即出售咖啡飲品也出售已經烘焙好的咖啡豆。這也是美國當時咖啡館最主要的運營模式。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	比較具有傳奇色彩的是最初的三位星巴克創始人--戈登&middot;波克爾、傑夫&middot;西格、傑裏&middot;鮑德溫都是受到了Peet&rsquo;s coffee的影響後才一起創辦星巴克第一年的咖啡豆還是從Peet&rsquo;s處購買的。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	在1984年Peet&rsquo;s咖啡的創始人 Alfred Peet 決定要賣掉 Peet&#39;s。星巴克的創始元老之一戈登&middot;波克爾接手買了下來在之後的一段時間內星巴克和 Peet&#39;s 其實就是同一家店。在買下 Peet&#39;s 之後, 爲了要同時管理位於的西雅圖星巴克和地處舊金山的 Peet&#39;s星巴克的主管們都飛來飛去疲於奔命。最後, 傑羅德&middot;鮑德溫和戈登&middot;波克爾放棄自己創立的星巴克將其賣給現在星巴克的掌門人當時是主管之一的霍爾德&middot;舒爾茨。但他們當時沒有想到的是未來的星巴克成爲了一家市值近800億美金的企業。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	&nbsp;<br style="padding: 0px; margin: 0px; line-height: 1;" />
	<img class="lazy" data-original="http://i.pinpaidianping.com/qt/img.html?d=nroya&amp;l=mmbiz_jpg/92QPaQwCbGia5zb9FkibxibCnp13zwlhpicSn4Sl2nWwM8ruuvr9HxWM3kLe8iaSsd1aibfCA0cUMTGcibqPGjcQpiaNfA/0?wx_fmt=jpeg&amp;f=1" src="/uploads/allimg/170415/3-1F415114234406.jpg" style="padding: 0px; margin: auto; border: 0px; display: block; position: relative; width: 600px; height: 450px;" /></p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	<strong style="padding: 0px; margin: 0px;">Peet&rsquo;s coffee</strong><strong style="padding: 0px; margin: 0px;">的發展路徑</strong></p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	2001年1月IPO時門店總數60家年收入8430萬美金。從1984年和星巴克分拆單獨運營的時間計算開出第一個100家門店用去了20年。開出第二個100家門店用去了7年時間。2008年後在門店數沒有增長多少的情況下其收入依然節節攀升。主要的增長來源於Specialtv業務通過連鎖零售商如Safeway、Stop&amp;shop、Kroger和whole foods等出售茶葉、茶包、果醬、零食等。這一項收入從2008年的9710萬美元上升至2012年1.57億美元。而其門店業務的收入在2008年爲1.87億美元2012年爲2.14億美元。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	<img class="lazy" data-original="http://i.pinpaidianping.com/qt/img.html?d=nroyp&amp;l=mmbiz_png/92QPaQwCbGia5zb9FkibxibCnp13zwlhpicSrZD3D3MNZ5H1CzmcVhYdx0icPicwPLnB7Wt7UkkuCawiaufbyFFSic5ia9g/0?wx_fmt=png&amp;f=1" src="/uploads/allimg/170415/3-1F41511423c10.png" style="padding: 0px; margin: auto; border: 0px; display: block; position: relative; width: 548px; height: 354px;" /><br style="padding: 0px; margin: 0px; line-height: 1;" />
	<br clear="ALL" style="padding: 0px; margin: 0px; line-height: 1;" />
	Peet&rsquo;s coffee於2012年被Jab私有化當時Peets&rsquo;年收入爲3.72億美金2011年門店數196家。被收購後Jab對其整體業務以及開店策略進行了調整將業務中心重新拉回至提高門店收入。2014年Peet&#39;s整體收入達到5.4億美元。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	截止到目前爲主Peet&rsquo;s coffee的門店總數爲245家其中主要集中在加利福尼亞有189家門店。單看Peet&#39;s也許不是很能理解Jab 的意圖但翻出星巴克從1971年開始的發展歷程一起看能夠找到些有意思的發現。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	星巴克在1971年於西雅圖開出第一家門店但主要是以賣咖啡豆爲主營業務。1983年當舒爾茨看到米蘭遍地都是咖啡館時回國之後星巴克也立刻售賣咖啡飲品。1987年星巴克門店數爲17家1988年爲33家1989年55家1990年84家1991年165家。可以看到在1992年IPO前發展出第一個100家門店星巴克也用了20年時間。在1993年達到272家門店之後每年的新增門店數就在200家以上在600家門店後每年新增門店數就在400家以上。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	將星巴克的路徑和Peet&rsquo;s coffee放在一起看Jab選擇Peet&rsquo;s coffee出於幾個原因Peet&#39;s已經擁有一定門店規模但原有深度烘焙連鎖咖啡領域已經無法與星巴克進行抗衡。然而基於其門店數存量以及多年的品牌積累具有很大的調整和想象空間。其次從星巴克的路徑看Peet&#39;s處於下一階段高速增長的前期。被Jab收購時已經突破200家門店、品牌成熟的Peet&rsquo;s coffee非常有希望在資本的介入和外部運營能力的支持下突破300家門店的瓶頸迎進入下一段高速成長期。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	<strong style="padding: 0px; margin: 0px;">Peet&rsquo;s</strong><strong style="padding: 0px; margin: 0px;">的精品咖啡之路</strong></p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	<br style="padding: 0px; margin: 0px; line-height: 1;" />
	<strong style="padding: 0px; margin: 0px;"><img class="lazy" data-original="http://i.pinpaidianping.com/qt/img.html?d=nroyg&amp;l=mmbiz_png/92QPaQwCbGia5zb9FkibxibCnp13zwlhpicSibA94icBLiavH9sgFqTewRwhHnKJddWiblnLcCGQQEuCkpiaQRibUNVTricIw/0?wx_fmt=png&amp;f=1" src="/uploads/allimg/170415/3-1F415114246421.png" style="padding: 0px; margin: auto; border: 0px; display: block; position: relative; width: 600px; height: 119px;" /></strong><br style="padding: 0px; margin: 0px; line-height: 1;" />
	Peet&rsquo;s原先定位是品質高於星巴克產品以深度烘焙爲主精品咖啡爲輔。在深度烘焙爲特點的連鎖咖啡領域裏競爭格局已經定型要實現進一步的外延增長較爲困難。Jab意圖順應第三代咖啡浪潮的大勢將Peet&rsquo;s coffee作爲載體來打造一個以精品咖啡爲主導的新一代咖啡連鎖品牌。2015年的咖啡界發生了2個大事件Peet&rsquo;s先後收購了第三波咖啡浪潮的3個代表品牌下圖中的2個分別是&ldquo;Stumptown&rdquo;和&ldquo;&nbsp;Intelligentsia&nbsp;Coffee&rdquo;。目前這兩個品牌後收購後依舊是在獨立運營。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	2015年10月Peet&rsquo;s收購以瓶裝冷滴咖啡聞名的精品咖啡&nbsp;Stumptown將其作爲獨立品牌運營通過旗下的咖啡館、批發和零售渠道出售。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	2009年Stumptown在曼哈頓開出了紐約的第一家門店。2010年在紐約又開設了一家只提供濾泡式的咖啡店。不同於以往的由濃縮咖啡製作的奶咖品類消費者在這裏喝到的是由法壓壺、手衝濾壺、愛樂壓等手衝工具製作的咖啡。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	同年11月Peet&rsquo;s&nbsp;對外宣佈將收購芝加哥烘焙商&nbsp;Intelligentsia&nbsp;Coffee大部分股權被收購後的Intelligentsia 也將繼續獨立運行。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	&nbsp;Intelligentsia&nbsp;Coffee創立於1995年2015年在芝加哥、洛杉磯和紐約總共擁有10家分店和2個咖啡烘焙廠。2003年年至今&nbsp;Intelligentsia&nbsp;Coffee有4名&ldquo;咖啡師曾獲得過美國咖啡師大賽USBC的冠軍這也是它被稱爲咖啡世界哈佛的原因。&ldquo;Intelligentsia&rdquo;有一套自己的咖啡培訓機制涉及製作工藝、生豆烘焙、出品控制和咖啡貿易等各個方面而正是對這些環節的控制才直接保證了它的品質。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	<strong style="padding: 0px; margin: 0px;">JAB</strong><strong style="padding: 0px; margin: 0px;">買下的第二個咖啡連鎖品牌--Caribou</strong></p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	Caribou是美國第二大連鎖咖啡門店2005年上市。於2012年被JAB以3.4億美元的價格私有化。2012年的時候Caribou擁有610家門店年收入3.3億。其中咖啡門店收入佔到74.3%商品化咖啡業務佔25.7%。主要通過雜貨店、賣場等渠道商銷售咖啡豆以及單杯咖啡機的膠囊。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	2014年80家位於芝加哥的Caribou由於營業狀況不佳而紛紛關店在原址上開Peet&rsquo;s的新店。在員工方面則是把Caribou的原有員工進行幾個星期的重新培訓從原來按幾個按鈕的&ldquo;機器操作人員&rdquo;成爲Peet&rsquo;s的認證咖啡師後上崗。同樣部分位於俄亥俄州、密西根州、賓夕法尼亞州、華盛頓特區等地的Caribous門店被轉變爲Peet&rsquo;s的門店。Caribou的總門店數下降至468家。把門店範圍從22個州縮減至11個州優勢地區集中在中西部城市。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	從被私有化之前的收入細分來看自2006-2010年期間同店一直爲負增長。2011年開始同店增長開始爲正主要原因並非其門店咖啡業務實現進一步增長而是依靠新增早餐三明治在帶動銷售額的增長。</p>
<p style="font-family: &quot;microsoft yahei&quot;, arial; padding: 0px; margin: 0px 0px 18px; text-indent: 32px; color: rgb(0, 0, 0); font-size: medium;">
	而Caribou商品化咖啡的銷售收入在2005年-2011年期間保持53%的複合增長率。在2012年商品化咖啡業務已經佔到Caribou收入的25.7%。這樣看來Jab的關店邏輯也比較能令人接受了。</p>
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'1492227929'

'1492227927'

'啓示錄——隱祕的咖啡帝國-Jab Holdings_點評_咖啡館經營_中國咖啡網'

'啓示錄,隱祕,咖啡,帝國,-Jab,Holdings'

'現在的消費者不再關心一杯咖啡是否便宜而是看重它是否品質優秀或者是不是便捷。 在上一期所介紹的綠山咖啡以及JDE在膠囊咖啡的佈局是便捷性的代表而優秀品質則是精品咖啡門店所切入的一個重要市'

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