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'太平洋咖啡產品本土化不利 推出升級品牌欲進軍“精品咖啡”市場'

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'太平洋,咖啡,產品,本土化,不利,推出,升級,品牌,進軍,精'

'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 ） 屢次嘗試在產品中引入國酒、茶葉等本土化元素但收效欠佳，太平洋咖啡嘗試入局精品市場,將精品咖啡門店Brew Bar開到國貿商城，在手衝咖啡標註咖啡豆生長海拔、處理方式、處理站、烘'

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'2018-11-06 10:19:32'

'2018-11-06 10:21:49'

'126215'

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'<img alt="" src="/uploads/allimg/181106/3-1Q106101950I9.jpg" /><br />
<h2 style="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; font-weight: normal; line-height: 30px; color: rgb(51, 51, 51); margin: 0px 0px 0.8em; font-size: 19px; caret-color: rgb(51, 51, 51); padding: 0px 0px 0px 28px; outline: 0px; zoom: 1; border-width: 0px 0px 2px; border-bottom-style: solid; border-bottom-color: rgb(80, 193, 233); font-stretch: inherit; vertical-align: baseline; position: relative; width: auto;">
	<span style="box-sizing: border-box; font-size: 14px;">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 ）</span></h2>
<div style="box-sizing: border-box; caret-color: rgb(51, 51, 51); color: rgb(51, 51, 51); font-size: 15.84000015258789px; padding: 0px; margin: 0px; outline: 0px; zoom: 1; font-family: 微軟雅黑, 黑體, Arial;">
	<div style="box-sizing: border-box;">
		<div>
			屢次嘗試在產品中引入國酒、茶葉等本土化元素但收效欠佳，太平洋咖啡嘗試入局&ldquo;精品&rdquo;市場,將精品咖啡門店Brew Bar開到國貿商城，在手衝咖啡標註咖啡豆生長海拔、處理方式、處理站、烘焙程度等細節，並主打單一產區的咖啡豆。行業分析人士認爲，目前精品咖啡的市場份額並沒有很突出，精品咖啡店能否在藍海中異軍突起還有待市場檢驗。</div>
		<div>
			&nbsp;</div>
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			<strong>進軍&ldquo;精品&rdquo;市場</strong></div>
		<div>
			&nbsp;</div>
		<div>
			北京商報記者近日走訪發現，太平洋咖啡旗下推出首家精品咖啡店Brew Bar，位於北京國貿商城北區地下一層。目前全國只有一家門店。</div>
		<div>
			&nbsp;</div>
		<div>
			記者在現場看到，Brew Bar咖啡店整體設計風格和產品種類與以往太平洋咖啡差異很大，門店主色調以白色爲主，設計更偏向&ldquo;網紅&rdquo;風格。目前店內只售賣咖啡、茶、蛋糕、三明治等商品，與太平洋咖啡相比品類更少。在價格上，手衝咖啡價格在48元左右，與市場上同類咖啡品牌相比略顯價高。商品旁都會設有標籤標註商品信息，如手衝咖啡會標註咖啡豆的生長海拔、處理方式、處理站、烘焙程度等細節。</div>
		<div>
			&nbsp;</div>
		<div>
			值得注意的是，Brew Bar店的咖啡產品主打&ldquo;單一產區原材料&rdquo;概念。據店員介紹，該店原材料、菜單都與太平洋咖啡不一樣，無論奶咖還是手衝咖啡都選擇單一產區的咖啡豆進行製作，如埃塞俄比亞、印度尼西亞、巴拿馬等，且在烘焙程度上都選擇淺度烘焙。</div>
		<div>
			&nbsp;</div>
		<div>
			針對有關太平洋咖啡新的戰略佈局等問題，北京商報記者多次向太平洋咖啡公司溝通採訪，但截至記者發稿，未收到任何回覆。</div>
		<div>
			&nbsp;</div>
		<div>
			據一位不願具名的咖啡領域業內人士表示，咖啡豆選擇單一產區或混合產區僅僅代表一種風味的選擇，方便體現產權特點，但不能就此認爲單一產區咖啡豆作爲原料更優。不過他也坦言，目前國內消費者對於咖啡文化和產品瞭解程度尚且不夠，市場需要逐步培育。</div>
		<div>
			&nbsp;</div>
		<div>
			在原有品牌具有一定知名度基礎上拉開檔次差異，推出升級品牌的玩法已屢見不鮮。餐飲品牌中，呷哺呷哺推出&ldquo;湊湊&rdquo;火鍋子品牌，肯德基推出&ldquo;KPRO&rdquo;子品牌。星巴克早在2014年就推出星巴克臻選烘焙工坊這一精選咖啡業務，據官網顯示，目前北京已開設6家臻選店。</div>
		<div>
			&nbsp;</div>
		<div>
			<img alt="" src="/uploads/allimg/181106/3-1Q106102019208.jpg" /></div>
		<div>
			&nbsp;</div>
		<div>
			<img alt="" src="/uploads/allimg/181106/3-1Q106102032500.jpg" /></div>
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			&nbsp;</div>
		<div>
			<strong>本土化不利</strong></div>
		<div>
			&nbsp;</div>
		<div>
			咖啡市場競爭激烈，各品牌紛紛創新模式佈局，太平洋咖啡面臨不小壓力。中國咖啡市場起初以速溶咖啡爲主，隨後星巴克將現磨咖啡推廣出來。目前星巴克全國門店數量超過3000家，北京地區開設300多家。不久前，新入局者互聯網咖啡瑞幸通過消費場景切入，以短時配送上門模式迅速擴張。同時，全家、羅森和7-ELEVEN等便利店咖啡業務也在爭奪這一市場。</div>
		<div>
			&nbsp;</div>
		<div>
			實際上，爲了迎合市場需求，太平洋咖啡近年來一直嘗試在產品上做文章。2011年曾推出&ldquo;國酒咖啡系列&rdquo;，在咖啡里加入花雕、桂花陳、二鍋頭等國酒的新品咖啡；2018年6月，順應健康茶飲需求，以中國茶葉爲原材，推出&ldquo;太茶&rdquo;系列；7月，聯合瑞典燕麥飲品牌OATLY，在內地300多家門店中推出燕麥飲基底的咖啡產品。</div>
		<div>
			&nbsp;</div>
		<div>
			不過，北京商報記者在餓了麼平臺上看到，國酒咖啡系列目前已下架，隨機調查酒仙橋店、花鄉奧萊店、萬豪中心店、CBD國際大廈店、中央美院店5家門店發現，&ldquo;太茶&rdquo;、燕麥飲品等新品的月銷售量不足10筆，普通咖啡月銷售量平均在30筆左右。</div>
		<div>
			&nbsp;</div>
		<div>
			太平洋咖啡這個在香港創立於1992年的品牌，自2011年進入內地發展後也曾經歷迅猛擴張週期。截至目前，太平洋咖啡在內地門店數量超300家，北京有49家。2017年太平洋咖啡曾將北京、上海、廣州、深圳等6個直營城市作爲核心拓展目標，並開放特許經營業務。迅速擴張也隨之帶來管理難度，2017年8月，太平洋咖啡一度陷入食品衛生風波。</div>
		<div>
			&nbsp;</div>
		<div>
			<strong>模式風險</strong></div>
		<div>
			&nbsp;</div>
		<div>
			面對激烈的競爭，加之新成長起來的年輕一代消費者更熱衷手衝、冰滴等精品咖啡的製作手法，在這一新消費需求下，越來越多企業朝精品化方向發展。</div>
		<div>
			&nbsp;</div>
		<div>
			中國食品產業分析師朱丹蓬表示，精品咖啡店的推出更貼合了新一代的追求個性化、高品質的咖啡消費羣體，如今咖啡廳已經比較普及，像商務環境比較濃厚的區域咖啡廳已處於飽和狀態，而真正需要中高品質空間的消費羣體卻不能被滿足。</div>
		<div>
			&nbsp;</div>
		<div>
			北京商業經濟學會常務副會長賴陽表示，如今市場上的咖啡同質化嚴重，品牌很難拉開明顯的定位差距。太平洋咖啡的創新嘗試固然重要，但具體的創新做法需要根據消費需求和消費羣體特徵來進行。實際上，咖啡廳對酒精飲品的需求是有限的，咖啡廳更多的功能是社交、商務交流，這類場景會有很多因素限制酒精產品。同時，如今茶飲雖然受歡迎，但&ldquo;網紅&rdquo;茶飲店已經拉攏了大部分消費羣體，而且茶飲並非突出&ldquo;茶&rdquo;本身，而是更多關注口味。咖啡廳引入本土茶飲系列，應更加考慮產品特質和相應設計是否滿足消費需求。此外，咖啡廳的場景定位並不以品嚐新奇飲品爲出發點，消費者飲品選擇會比較保守，有創新產品但並不一定有足夠的市場。</div>
		<div>
			&nbsp;</div>
		<div>
			他補充道，眼下太平洋咖啡希望以新業務體現品質格局，吸引特定的部分羣體，與過去的品牌拉出等級差別，細分競爭市場。但中國精品咖啡市場目前並沒有非常廣闊，在流量客羣上還需要長時間的磨合。《2018中國咖啡行業洞察》報告顯示，從咖啡飲用結構上看,全球範圍內現磨咖啡在咖啡總消費量中的佔比超過87%,速溶咖啡佔比小於13%。而在中國,速溶咖啡佔據着84%的市場份額,現磨咖啡的市場份額僅爲約16%。在咖啡品類的選擇上,口味、香味都更好的現磨咖啡符合消費升級的趨勢，市場份額將會提升。</div>
		<div>
			&nbsp;</div>
		<div>
			通過精品咖啡這一高端業務開拓市場將面臨多方挑戰。朱丹蓬表示，太平洋咖啡的中高端試水效果還需要時間沉澱。精品咖啡未來在消費端一定會有需求，但是從產業端來看，佈局中高端的精品咖啡店需要強大的品牌支撐力，讓品牌高度不斷匹配精品咖啡店的屬性。</div>
		<div>
			&nbsp;</div>
		<div>
			此外，面對新的形式對門店的品質、服務、環境等方面要求都提出了更高的要求，這也是太平洋咖啡將面臨的挑戰。賴陽表示，雖然精品咖啡市場競爭相對沒那麼激烈，但是在探索過程中需要保證品質、環境與品牌定位相匹配。同時，在運營上要控制成本，可以通過高附加值的產品銷售帶動業績的保證。</div>
	</div>
</div>
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