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'127407'

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'“互聯網+外送”模式：咖啡行業的新零售時代'

'/uploads/allimg/181128/16-1Q12Q24540U6-lp.jpg'

'咖啡，咖啡外賣，咖啡行業'

'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 ） 進入新零售時代後，打造跨界融合、線上線下、多平臺的購物體驗成爲今年雙十一的主旋律。數據顯示，天貓雙十一共有100萬餐飲、水果、鮮花、娛樂的本地商戶，以及300萬外賣騎手參與'

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''

'2018-11-28 12:41:21'

'2018-11-28 12:53:17'

'126638'

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'<div>
	<div style="text-align: center;">
		&nbsp;<img alt="" src="/uploads/allimg/181128/16-1Q12Q24540U6.jpg" style="width: 800px; height: 800px;" /><br />
		&nbsp;</div>
	<h2 style="padding: 0px 0px 0px 28px; margin: 0px 0px 0.8em; outline: 0px; zoom: 1; font-size: 19px; font-weight: normal; 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: \'ヒラギノ角ゴ Pro W3\', \'Hiragino Kaku Gothic Pro\', メイリオ, Meiryo, \'ＭＳ Ｐゴシック\', sans-serif; vertical-align: baseline; position: relative; width: auto;">
		<span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; font-size: 16px;"><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></h2>
	<ul style="padding-right: 0px; padding-left: 0px; margin: 0px 0px 20px; outline: 0px; zoom: 1; color: rgb(51, 51, 51); line-height: inherit; box-sizing: border-box; border: 0px; font-stretch: inherit; font-size: 14px; font-family: \'ヒラギノ角ゴ Pro W3\', \'Hiragino Kaku Gothic Pro\', メイリオ, Meiryo, \'ＭＳ Ｐゴシック\', sans-serif; vertical-align: baseline; list-style: none outside;">
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	<div>
		　　進入新零售時代後，打造跨界融合、線上線下、多平臺的購物體驗成爲今年&ldquo;雙十一&rdquo;的主旋律。數據顯示，天貓&ldquo;雙十一&rdquo;共有100萬餐飲、水果、鮮花、娛樂的本地商戶，以及300萬外賣騎手參與，其中餓了麼全天賣出10萬單咖啡，充分顯示出互聯網咖啡的如火如荼之勢。如今，隨着新興互聯網咖啡企業的不斷湧入，以及資本大鱷的相繼&ldquo;追捧&rdquo;，我國千億咖啡市場格局正在發生深刻變革。業內人士指出，我國咖啡市場發展空間巨大，咖啡行業的重組、創新，將進一步推動咖啡產業在中國的快速發展。</div>
	<div>
		&nbsp;</div>
	<div>
		<strong>　　新零售驅動咖啡消費升級</strong></div>
	<div>
		&nbsp;</div>
	<div>
		　　近年來，國內新興咖啡連鎖品牌以線上線下相結合的方式打破了咖啡消費的邊界，使得咖啡店服務面積得到延伸。隨着服務的延伸，國內新興咖啡品牌用咖啡外送業務模式獲得了消費者的認可，中國咖啡消費市場藉助新零售模式或將迎來轉折點和爆發點。</div>
	<div>
		&nbsp;</div>
	<div>
		　　以國內新興咖啡品牌瑞幸咖啡(luckin coffee)爲例，其配送範圍爲2公里並承諾30分鐘內送達，使消費者能在辦公室等更多場景中享用鮮煮咖啡。數據顯示，瑞幸咖啡在&ldquo;雙十一&rdquo;活動期間，共售出飲品1820萬杯，創造了國內外咖啡業界的銷售紀錄。</div>
	<div>
		&nbsp;</div>
	<div>
		　　瑞幸咖啡聯合創始人、高級副總裁郭謹一說：&ldquo;7天銷售1820萬杯，摺合每秒銷售30杯，我們創造了一項新的紀錄。咖啡作爲一款健康飲品在國內擁有巨大的市場潛力，當咖啡價格貴與購買不便兩大行業難題解決後，用戶消費意願將爆發出來。&rdquo;</div>
	<div>
		&nbsp;</div>
	<div>
		<strong>　　傳統模式紛紛擁抱新興業態</strong></div>
	<div>
		&nbsp;</div>
	<div>
		　　面對以資本助力、&ldquo;互聯網＋外送&rdquo;模式爲代表的瑞幸、連咖啡等新興咖啡企業的&ldquo;窮追猛打&rdquo;，傳統咖啡業界也做出了改變。</div>
	<div>
		&nbsp;</div>
	<div>
		　　8月2日，傳統咖啡館領軍者星巴克中國與阿里巴巴在上海舉辦了戰略合作發佈會，正式宣佈了雙方在包括即時服務、智慧門店體系、會員系統打通在內的一系列合作的開始。</div>
	<div>
		&nbsp;</div>
	<div>
		　　雙方將共同打造具有行業突破意義的星巴克新零售智慧門店，基於天貓新零售方案橫向打通星巴克和阿里生態系統的多個數字化消費者運營平臺，實現全域消費場景下會員註冊、權益兌換和服務場景的互聯互通，突破零售消費生活的時間空間限制，爲中國消費者提供一店式、個性化的升級體驗。</div>
	<div>
		&nbsp;</div>
	<div>
		　　其中，餓了麼負責最爲重要的門店外送服務，從今年9月中旬開始，星巴克位於北京及上海重點商圈內的150家門店試運行這一功能，並計劃在今年年底前覆蓋中國30個城市、超過2000家門店。</div>
	<div>
		&nbsp;</div>
	<div>
		　　盒馬鮮生門店則會請星巴克以&ldquo;品牌外送廚房&rdquo;的形式入駐，並提供30分鐘內送達的專用外送渠道，以保證產品的新鮮程度。這將是星巴克第一次在門店之外生產、製作產品。</div>
	<div>
		&nbsp;</div>
	<div>
		　　值得關注的是，咖啡消費市場的快速擴張路徑也未能走出&ldquo;BAT朋友圈&rdquo;的發展模式。就在星巴克和阿里巴巴戰略合作一個月之後，9月6日，瑞幸咖啡與騰訊簽署戰略合作協議，在線上流量賦能、智慧門店等方面達成了合作。</div>
	<div>
		&nbsp;</div>
	<div>
		　　雙方將共同探索圖像識別、人臉支付、機器人配送等在智慧門店的應用。瑞幸咖啡通過與騰訊的合作，升級現有智慧運營系統，實現智能派單、智能訂貨、智能品控以及智能營銷。</div>
	<div>
		&nbsp;</div>
	<div>
		　　&ldquo;國產互聯網咖啡品牌的風起雲湧，讓長期位居中國老大的國際品牌匆匆應對，咖啡行業的重組、創新，加上與衆不同的品牌IP和商業模式，將進一步推動咖啡產業在中國的快速發展。&rdquo;中國果品流通協會咖啡豆分會常務副理事長兼祕書長付靜雅指出，國內品牌在咖啡文化和企業文化上沉澱不足，需在品牌管理上下功夫，中國咖啡品牌走向國際化還需更多努力。</div>
	<div>
		&nbsp;</div>
	<div>
		<strong>　　資本競相湧入千億市場</strong></div>
	<div>
		&nbsp;</div>
	<div>
		　　中國咖啡產業的迅猛發展得到了全球的關注。近日，在德國漢堡市首次舉辦了歐洲中國咖啡市場大會。中國駐漢堡總領事館經濟商務領事陶百良在致辭中指出，中國已是德國第十大咖啡豆進口來源地，發展勢頭向好。在中德經貿互利合作的良好框架條件下，在中國不斷擴大市場開放、放寬市場準入的背景下，中德雙方在咖啡全產業鏈領域的合作潛力巨大。</div>
	<div>
		&nbsp;</div>
	<div>
		　　2018咖啡行業研究報告數據顯示，目前，全球咖啡消費市場規模約爲12萬億元人民幣，美國是全球最大的咖啡消費市場，年消費約爲3萬億元人民幣，我國的咖啡消費市場規模在1000億元左右。雖然我國咖啡市場規模與歐美國家還相差甚遠，但從增速上看，我國咖啡市場近十年年複合增長率爲15%，遠超全球咖啡平均消耗量2%的年複合增長率。</div>
	<div>
		&nbsp;</div>
	<div>
		　　巨大的市場發展空間必將引來資本的追逐。以瑞幸咖啡爲例，今年1月1日，瑞幸咖啡開始試運行；4月15日，瑞幸咖啡獲得來自愉悅資本和陸正耀等投資者的數千萬元天使輪融資；7月11日，瑞幸咖啡宣佈完成來自愉悅資本、君聯資本等投資者的2億美元A輪融資，投後估值10億美元。這意味着，瑞幸咖啡從去年11月創立開始，用了短短9個月的時間就已躋身&ldquo;隱形冠軍&rdquo;行列。&ldquo;好的項目面前，資本永遠不缺錢。&rdquo;瑞幸咖啡創始人錢治亞曾表示。</div>
	<div>
		&nbsp;</div>
	<div>
		　　針對近年來中國咖啡消費市場的快速發展和資本的不斷進入，付靜雅認爲，2018年是咖啡行業真正爆發的一年，資本窺探了這個行業30年，才於2015年試探着進入咖啡行業，直至以瑞幸咖啡爲代表的互聯網＋咖啡強勢入圍，咖啡行業再無平靜，資本紛紛湧入。</div>
	<div>
		&nbsp;</div>
	<div>
		　　付靜雅表示，2017年中國咖啡消費量接近25萬噸，產量只有12.6萬噸，缺口12萬多噸，缺口達到總消費量的近50%。由於我國咖啡種植條件有限，產量不可能大幅度增長，而消費需求保持了十幾年的持續性增長，供不應求成必然，從發展趨勢看，供不應求缺口將持續增加。</div>
	<div>
		&nbsp;</div>
	<div>
		　　&ldquo;自助式咖啡機和新零售模式讓咖啡真正還原爲飲料，並做到&lsquo;咖啡服務於人&rsquo;，藉助資本的力量，咖啡開始無處不在。&rdquo;付靜雅說。</div>
</div>
<br />
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'咖啡，咖啡外賣，咖啡行業'

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''

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