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'10幾塊錢的便利店咖啡，有沒有攻克你的挑剔胃？' |
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'塊錢,便利店,咖啡,有沒有,攻克,你的,挑剔,上班,路上,匆' |
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'上班路上匆匆買杯咖啡已經成爲了很多白領的上班標配，隨着咖啡行業的蓬勃發展，買咖啡已經是一件再普通不過的事情了。而近年來各大外資便利店也不約而同地盯上了現制咖啡這塊蛋糕，憑着在日本和臺灣地區成功的經驗，紛紛試水中國大陸市場，推出自有品牌咖啡' |
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| author |
'CTI咖啡茶與冰淇淋' |
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'2017-05-14 14:38:34' |
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'<p style="padding: 0px; margin: 0px 0px 20px; text-indent: 32px; color: rgb(51, 51, 51); font-family: 微軟雅黑, 宋體, Arial, sans-serif, 黑體, Helvetica; font-size: 16px;">
上班路上匆匆買杯咖啡已經成爲了很多白領的上班標配，隨着咖啡行業的蓬勃發展，買咖啡已經是一件再普通不過的事情了。而近年來各大外資便利店也不約而同地盯上了現制咖啡這塊蛋糕，憑着在日本和臺灣地區成功的經驗，紛紛試水中國大陸市場，推出自有品牌咖啡，比如7-11的“City Cafe”，喜士多的“喜咖啡”，全家的“湃客咖啡”。</p>
<p style="padding: 0px; margin: 0px 0px 20px; text-indent: 32px; color: rgb(51, 51, 51); font-family: 微軟雅黑, 宋體, Arial, sans-serif, 黑體, Helvetica; font-size: 16px;">
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人們只需要移步到幾百米內甚至是樓下的便利店就可以買到咖啡，但這種只需要傳統咖啡館1/3左右價格的便利店咖啡值得喝嗎？會是白領們上班路上的選擇嗎？我們又該如何快速專業地挑選值得喝的便利店咖啡？第58期CTI雜誌，我們就聊聊“便利店咖啡”那些事兒，在聊之前，我們需要你們的數據！</p>
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CTI誠邀您參與“便利店咖啡消費習慣”問卷調研</p>
<p style="padding: 0px; margin: 0px 0px 20px; text-indent: 32px; color: rgb(51, 51, 51); font-family: 微軟雅黑, 宋體, Arial, sans-serif, 黑體, Helvetica; font-size: 16px;">
長按上圖識別二維碼 即可參與</p>
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去過便利店購買咖啡的人應該很容易覺察出，便利店們打出的是一套和星巴克們完全不同的活法。</p>
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要是你特意留意過便利店的咖啡菜單，就會發現它們走的全是精簡模式。</p>
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拿鐵和美式——兩種最基礎的口味，組合上與星巴克中杯相當的杯型，是幾大便利店咖啡菜單上共同的“標配”。但如果你想來杯時下當紅的“Flat White”，恐怕還得移步咖啡店。</p>
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相比專業咖啡店，便利店這種精簡版咖啡餐牌的理由很簡單：它們瞄準的是快節奏都市裏的上班族，這些人買咖啡更多是基於某種剛需而不是“劈情操”。</p>
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“我們不是專業咖啡店，而顧客到這裏也不是進行衝動型消費，他們往往購買前已經想好自己要什麼。”羅森商品部高級課長吳一覽解釋說。</p>
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“基本款”的策略還挺奏效。</p>
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從對上圖四家便利店的調研來看，它們的“銷量王”全都是拿鐵——這個奶咖中的基本款，在中國也意味着經典和人氣。</p>
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據市場調研機構英敏特2016年6月的一次調查，近3000名受訪中國消費者中，偏愛奶咖和黑咖啡的人數比例分別是57%和27%。一般說來，越是成熟的咖啡市場，消費者越鍾愛咖啡本身的味道，以美式爲代表的黑咖啡就更有人氣。而中國作爲一個新興的咖啡市場，奶咖在這裏更受歡迎。</p>
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▲不同咖啡的成分說明</p>
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而且，基本款除了更爲匹配消費者的需求，也讓便利店店員們操作起來更爲便捷。</p>
<p style="padding: 0px; margin: 0px 0px 20px; text-indent: 32px; color: rgb(51, 51, 51); font-family: 微軟雅黑, 宋體, Arial, sans-serif, 黑體, Helvetica; font-size: 16px;">
喜士多華東區咖啡業務的一名負責人就描述了推出風味咖啡之審慎：過去幾年，喜士多曾推出過幾款加糖漿的風味咖啡，但苦於糖漿衛生維護的艱難和標準化操作的不便，最終這些新款都被叫停了。她也注意到，最近一年全家就沒怎麼推出咖啡新品。</p>
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便利店現磨咖啡的另一大賣點是性價比，這主要體現在用料和價位上。</p>
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除咖啡豆和咖啡機等元素，正如上文提到，由於天朝人民偏愛奶咖，大家對牛奶和奶泡會有較高的訴求。對此，除了幾大便利店都強調的生牛乳、無添加，從下圖你還可以看到，全家和7-ELEVEn採用了口感更好的鮮牛奶，讓即便是挑剔的你也喝不出奶腥氣：</p>
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</p>
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看起來品質和星巴克頗爲接近，但便利店咖啡的售價只有星爸爸的1/2甚至1/3，而這並不意味着無利可圖。</p>
<p style="padding: 0px; margin: 0px 0px 20px; text-indent: 32px; color: rgb(51, 51, 51); font-family: 微軟雅黑, 宋體, Arial, sans-serif, 黑體, Helvetica; font-size: 16px;">
喜士多華東區咖啡業務的負責人分析了一下，單就商品而言，星巴克咖啡的毛利率接近90%，而便利店咖啡也可達到50%以上。</p>
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在這個利潤前提下，便利店們大都心照不宣地把定價圈定在是罐裝售價1.5倍左右的水平——這也是一個精心評估的策略。</p>
<p style="padding: 0px; margin: 0px 0px 20px; text-indent: 32px; color: rgb(51, 51, 51); font-family: 微軟雅黑, 宋體, Arial, sans-serif, 黑體, Helvetica; font-size: 16px;">
而對你來說，這筆賬還得這麼來算：</p>
<p style="padding: 0px; margin: 0px 0px 20px; text-indent: 32px; color: rgb(51, 51, 51); font-family: 微軟雅黑, 宋體, Arial, sans-serif, 黑體, Helvetica; font-size: 16px;">
當咖啡不再是曬朋友圈的裝X道具、是工作的必需補給時，購買一杯星巴克可能要爲環境多付個20塊錢……一個月20杯就是400元，一年下來就是4800元——這正是便利店們想向你“兜售”的性價比邏輯。</p>
<p style="padding: 0px; margin: 0px 0px 20px; text-indent: 32px; color: rgb(51, 51, 51); font-family: 微軟雅黑, 宋體, Arial, sans-serif, 黑體, Helvetica; font-size: 16px;">
當咖啡賣到十塊一杯，你對它的口感會過於挑剔麼？這杯便利店咖啡是否已經攻克你的咖啡胃！</p>
<p style="padding: 0px; margin: 0px 0px 20px; text-indent: 32px; color: rgb(51, 51, 51); font-family: 微軟雅黑, 宋體, Arial, sans-serif, 黑體, Helvetica; font-size: 16px;">
圖文部分轉載自：</p>
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</p>
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'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '行業',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1410',
'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '3',
1 => '302',
2 => '303',
3 => '304',
4 => '305',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => '/list-xingye.html',
'total' => 1582,
'field' =>
array (
),
) |
| top |
array (
'id' => '1',
'pid' => '0',
'pids' => '0',
'name' => '咖啡新聞',
'dirname' => 'kafeixinwen',
'pdirname' => '',
'child' => 1,
'childids' => '1,2,319,320,323,3,302,303,304,305,66,190,316,317,318',
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '咖啡新聞',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '755',
'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '1',
1 => '2',
2 => '319',
3 => '320',
4 => '323',
5 => '3',
6 => '302',
7 => '303',
8 => '304',
9 => '305',
10 => '66',
11 => '190',
12 => '316',
13 => '317',
14 => '318',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => '/list-kafeixinwen.html',
'total' => 2192,
'field' =>
array (
),
) |
| pageid |
1 |
| params |
array (
'catid' => '3',
) |
| parent |
array (
'id' => '3',
'pid' => '1',
'pids' => '0,1',
'name' => '咖啡行業',
'dirname' => 'xingye',
'pdirname' => 'kafeixinwen/',
'child' => 1,
'childids' => '3,302,303,304,305',
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '行業',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1410',
'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '3',
1 => '302',
2 => '303',
3 => '304',
4 => '305',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-xingye.html',
'total' => 1582,
'field' =>
array (
),
) |
| markid |
'module-article-3' |
| related |
array (
302 =>
array (
'id' => '302',
'pid' => '3',
'pids' => '0,1,3',
'name' => '上海咖啡館',
'dirname' => 'xingye/shanghaikafeiguan',
'pdirname' => 'kafeixinwen/xingye/',
'child' => 0,
'childids' => 302,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1',
'namerule' => '{typedir}/{Y}/{M}{D}/{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '302',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-xingye/shanghaikafeiguan.html',
'total' => 1,
'field' =>
array (
),
),
303 =>
array (
'id' => '303',
'pid' => '3',
'pids' => '0,1,3',
'name' => '廣州咖啡館',
'dirname' => 'xingye/guangzhoukafeiguan',
'pdirname' => 'kafeixinwen/xingye/',
'child' => 0,
'childids' => 303,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '3',
'namerule' => '{typedir}/{Y}/{M}{D}/{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '303',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-xingye/guangzhoukafeiguan.html',
'total' => 3,
'field' =>
array (
),
),
304 =>
array (
'id' => '304',
'pid' => '3',
'pids' => '0,1,3',
'name' => '咖啡',
'dirname' => 'guowaikafeiguan',
'pdirname' => 'kafeixinwen/xingye/',
'child' => 0,
'childids' => 304,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1571',
'namerule' => '{typedir}{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '304',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-guowaikafeiguan.html',
'total' => 1571,
'field' =>
array (
),
),
305 =>
array (
'id' => '305',
'pid' => '3',
'pids' => '0,1,3',
'name' => '著名咖啡館',
'dirname' => 'xingye/zhumingkafeiguan',
'pdirname' => 'kafeixinwen/xingye/',
'child' => 0,
'childids' => 305,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '7',
'namerule' => '{typedir}/{Y}/{M}{D}/{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '305',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-xingye/zhumingkafeiguan.html',
'total' => 7,
'field' =>
array (
),
),
) |
| urlrule |
'/views-101687-[page].html' |
| fix_html_now_url |
'' |
| my_web_url |
'https://makecoffee.gafei.com/views-101687' |
| get |
array (
's' => 'article',
'c' => 'show',
'id' => '101687',
'm' => 'index',
) |
