4.1.4

'125951'

'3'

'可口可樂出手51億美元插足咖啡行業！星巴克真的要急了！'

'/uploads/allimg/181013/3-1Q013121G6120-lp.jpg'

'可口可樂,出手,億美元,插足,咖啡,行業,巴克,真的,急了,'

'專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房（微信公衆號cafe_style ） 在這個世界上，沒有一成不變的行業，更沒有長盛不衰的巨頭! 眼下，咖啡市場的格局就在激烈競爭中發生着鉅變。 據澎拜新聞報道，10月11日，英國酒店與餐飲巨頭惠特貝瑞(Whitbread)'

'119'

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'未知'

'9'

'/views-125951'

'0'

'0'

''

'2018-10-13 12:16:49'

'2018-10-13 12:18:51'

'125182'

''

''

''

''

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NULL

'<span style="font-size:14px;"><img alt="" src="/uploads/allimg/181013/3-1Q013121G6120.jpg" /></span><br />
<h2 style="padding: 0px 0px 0px 28px; margin: 0px 0px 0.8em; outline: 0px; zoom: 1; font-size: 19px; font-weight: normal; caret-color: rgb(51, 51, 51); color: rgb(51, 51, 51); box-sizing: border-box; border-width: 0px 0px 2px; border-bottom-style: solid; border-bottom-color: rgb(80, 193, 233); font-stretch: inherit; line-height: 30px; font-family: &quot;ヒラギノ角ゴ Pro W3&quot;, &quot;Hiragino Kaku Gothic Pro&quot;, メイリオ, Meiryo, &quot;ＭＳ Ｐゴシック&quot;, sans-serif; vertical-align: baseline; position: relative; width: auto;">
	<span style="font-size:14px;"><span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;"><span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;"><span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;"><span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;"><span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;"><font style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; box-sizing: border-box; vertical-align: inherit;">專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房（微信公衆號cafe_style ）</font></span></span></span></span></span></span></h2>
<div style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; caret-color: rgb(51, 51, 51); color: rgb(51, 51, 51); font-family: 微軟雅黑, 黑體, Arial;">
	<div style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;">
		<div>
			<span style="font-size:14px;">在這個世界上，沒有一成不變的行業，更沒有長盛不衰的巨頭!</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">眼下，咖啡市場的格局就在激烈競爭中發生着鉅變。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">據澎拜新聞報道，10月11日，英國酒店與餐飲巨頭惠特貝瑞(Whitbread)在官網宣佈，美國飲料製造商可口可樂(Coca-Cola)收購英國連鎖咖啡品牌Costa的交易案，獲得Costa母公司惠特貝瑞(Whitbread)股東的批准。</span></div>
		<div>
			<br />
			<br />
			<span style="font-size:14px;"><img alt="" src="/uploads/allimg/181013/3-1Q013121Q2A6.jpg" /></span></div>
		<div>
			<span style="font-size:14px;">(惠特貝瑞股東投票情況)</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">消息傳出後，就有網友調侃稱：可口可樂這是要在一夜之間開出近4000家咖啡店啊。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">然而，可口可樂是&ldquo;任性&rdquo;的爽了，但星巴克估計要急了。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">作爲世界上最會經營品牌的企業之一，可口可樂的實力毋庸置疑，</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">想來，有了它的助力，未來的Costa從財力以及資源上都有了和前者較量的資本。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">星巴克無疑又多一個強有勁的對手!</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">(一)</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">可口可樂爲什麼要來攪局咖啡市場?</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">隨着消費水平的升級，人們越來越注重健康飲食生活。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">順勢之下，碳酸飲料也被打上了&ldquo;高糖、高熱量&rdquo;標籤，成爲非健康飲料的代名詞之一。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">這樣的轉變也深刻的反映在了可口可樂的業績上。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">自2012年達到頂峯480億美元之後，可口可樂的營業收入便連續五年出現下滑。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">據2017年年報顯示，可口可樂全年淨收入354.1億美元，同比下滑15%，營業利潤75.01億美元，同比下滑13%，營收、淨利潤全線遭遇斷崖式下跌。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">爲了突破業務瓶頸，可口可樂不得不走上轉型之路。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">首當其衝的是在可樂去碳酸化上做文章。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">可口可樂曾先後推出過健怡可樂、零度可樂、綠色可口可樂、零糖可樂等產品，但效果並不如意。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">於是，可口可樂開始倚重買買買，試圖通過新品牌來尋找新的利潤增長點。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">相關數據顯示，2013年-2017年間，可口可樂接連收購或入股了椰子汁品牌Zico、冷壓果汁品牌Suja Life LLC、墨西哥氣泡水品牌Topo Chico等。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">而在飲料這個大行業中，咖啡市場的前景始終較爲誘人。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">可口可樂總裁兼CEO詹姆斯&middot;昆西就曾表示：&ldquo;咖啡是世界上增長最快的飲料類別之一，增長速度爲6%。它也是一個具有許多不同元素的類別，從自動售貨機到咖啡店，從烘焙的咖啡豆到膠囊咖啡。&rdquo;</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">Costa，於1978年在倫敦成立，是僅次於星巴克的全球第二大咖啡連鎖品牌。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">公開資料顯示，目前，Costa在英國擁有店鋪2400多家，在全球其餘31個海外市場擁有店鋪1399家，其中中國店鋪數爲400多家。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">顯然，通過直接拿下Costa，可口可樂瞬間擁有了一個遍佈全球的龐大咖啡業務平臺和一個成熟的咖啡產業供應鏈，爲自己在熱飲料上的佈局拿到一張有利的牌。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">(二)</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">當然，對於Costa來說，被可口可樂收購，也是好事一樁。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">相比於星巴克快速的&ldquo;開疆闢土&rdquo;，Costa在競爭中似乎始終要慢一步。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">尤其是對海外市場的佈局。當1999年星巴克宣佈進軍中國市場時，Costa纔在迪拜開設第一家海外門店。而直到2007年Costa纔在上海開設第一家中國門店。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">這樣的Costa，恐怕從未被星巴克視爲&ldquo;威脅&rdquo;!</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">然而，可口可樂的到來，卻讓事情產生了變化。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">因爲有了前者這顆大樹的庇佑，未來的Costa從財力以及資源上都有了和星巴克真正較量的資本。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">不僅如此，在星巴克最爲看重的中國市場，其還面臨着互聯網咖啡品牌瑞幸的挑戰。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">後者主打的咖啡外賣，讓越來越多的中國人不再那麼熱衷於去門店買咖啡了,這已經給星巴克造成了不小的壓力。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">據星巴克近日發佈的財報，在2018年第三季度中，其在中國市場的同店銷售額下降了2%，而這個數據在上一季度還是增長4%，下降幅度異常明顯。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">此外，報告期內，星巴克在中國的營業利潤率下降了7.6個百分點，跌到了19%。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">衆所周知，毛利率下滑意味着成本升高，利潤下滑，很多時候毛利率的大幅下滑都是企業逐漸走向衰落的信號之一。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">顯然星巴克再也無法高枕無憂了！</span></div>
		<div>
			<br />
			<br />
			<span style="font-size:14px;"><img alt="" src="/uploads/allimg/181013/3-1Q013121KQC.jpg" /></span></div>
		<div>
			<span style="font-size:14px;">（圖片來源：圖蟲）</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">在這個變化和不確定性成爲常態的時代裏，沒有一種競爭力是永恆的。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">眼下，對於星巴克來說，這句話再適合不過了。</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:14px;">左有瑞幸，右有Costa的被動局面， 讓其必須做出積極的改變，否則維持多年的霸主地位很可能真的要&ldquo;破&rdquo;了!</span></div>
	</div>
</div>
<br style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; caret-color: rgb(51, 51, 51); color: rgb(51, 51, 51); font-family: 微軟雅黑, 黑體, Arial;" />
<h2 style="padding: 0px 0px 0px 28px; margin: 0px 0px 0.8em; outline: 0px; zoom: 1; font-size: 19px; font-weight: normal; caret-color: rgb(51, 51, 51); color: rgb(51, 51, 51); box-sizing: border-box; font-family: &quot;ヒラギノ角ゴ Pro W3&quot;, &quot;Hiragino Kaku Gothic Pro&quot;, メイリオ, Meiryo, &quot;ＭＳ Ｐゴシック&quot;, sans-serif; line-height: 30px; font-variant-ligatures: normal; orphans: 2; widows: 2; border-width: 0px 0px 2px; border-bottom-style: solid; border-bottom-color: rgb(80, 193, 233); font-variant-numeric: inherit; font-stretch: inherit; vertical-align: baseline; position: relative; width: auto;">
	<span style="font-size:14px;"><span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;"><span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;"><span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;"><span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;"><span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; box-sizing: border-box; font-family: 微軟雅黑, 黑體, Arial; text-indent: 32px; caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0);">END</span></span></span></span></span></span></h2>
<div>
	&nbsp;</div>
'

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'1539404331'

'可口可樂出手51億美元插足咖啡行業！星巴克真的要急了！_咖啡行業_咖啡新聞_中國咖啡網'

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''

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