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'<img alt="" src="/uploads/allimg/180810/3-1PQ0140010196.jpg" /><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: "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>
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近日，自助咖啡品牌易咖獲上海湧鏵投資4000萬A輪股權融資及4000萬債權融資。易咖的創始人王競介紹，本輪融資將用於市場的拓展和服務質量的優化。加上2018年初，易咖已獲得信中利的數千萬pre-A輪融資，兩輪融資總計過億。</div>
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談起咖啡，很多人首先想到的是星巴克、Costa等實體咖啡廳，除了售賣咖啡，更多的是爲用戶提供休閒和社交服務；其次，是近年興起的外賣咖啡品牌，連咖啡、Luckin coffee等，滿足白領們想喝咖啡的需求，這兩種模式無疑滿足的都是用戶的剛性需求；還有近幾年興起的無人自助售賣機，由於佔地面積小，離用戶足夠近，即買即走，成爲衝動型消費用戶的福音，這其中就有易咖的身影。</div>
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但成立於2016年8月份的易咖，與其他自助咖啡機品牌不同，易咖主打校園場景。王競說，最初的想法非常單純，就是看中了這個市場的潛力。校園場景具有天然優勢。首先，教育成本足夠低，新一代的孩子們是iPad一代，非常容易接受和使用自助咖啡機，幾乎不需要教；其次，對於飲品來說，大學依然是用戶習慣的養成階段，茶、奶茶、豆漿、咖啡都可以成爲用戶的選擇，誰離用戶最近，誰就是首選；再者，至少4年的學生生涯，意味着這羣用戶具有更高的留存率。</div>
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開源與節流</div>
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目前易咖已經鋪進全國100多所高校，1000多個點位。北京地區的本科類院校裏，易咖鋪設近40所，全國30多所985高校，易咖已經進入17所，復購率60%，客單價10元左右。從2017年春季至今，易咖入場三學期，銷售額達4000萬。同時，易咖打算實施加盟模式，正在招募合適的加盟商。另外，在看到了機場、高鐵站與校園用戶的相似屬性後，易咖正在挑選點位積極進駐，擬建立集校園、機場、高鐵站等多個場景的銷售矩陣。</div>
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除了開源，易咖還在節流。對於主打寫字樓場景的零點吧、友咖來說，寫字樓似乎有效售賣時間更長，而校園每年有四個月的無效期，這意味着，到了寒暑假，易咖的銷量將出現斷崖式下滑。對於這個問題，王競的理解爲，學校確實有寒暑假沒錯，但校園是沒有周六日的。而且相比寫字樓的8小時工作制，校園的長尾時間更長。</div>
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寒暑期期間，易咖也採取了一些措施。例如清空一些點位機器的原料，封存機器，力圖把成本壓到最低。另外，易咖自助咖啡機是團隊自主研發，這意味着硬件成本可控，同時還可以通過提高運維效率，進一步降低運維成本來彌補。目前，清華園上百臺機器，僅需要三、四個運維人員，其他園區更少。</div>
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服務至上與BD能力</div>
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對於易咖的核心競爭力，王競談了兩點。首先，服務至上。易咖的本質是一款服務型產品，或者說基礎設施。想要被需要，必須要想用戶之所想。對此，王競採取了密集型鋪進的方式，前面提到，光清華園就有一百多臺機器，有的教學樓甚至達到每層一臺，隨時隨地滿足用戶需求。</div>
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其次，用戶的選擇也離不開產品的質量。原材料上，易咖選擇了愛伲的咖啡豆、雀巢的奶粉、好時的巧克力。在咖啡豆的保存上，則是三天一換。王競說，易咖用了一年的時間，才通過後臺數據以及運維人員的熟練程度，將咖啡豆廢棄率降至5%。</div>
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最重要的，也是易咖的核心壁壘，就是團隊的BD能力。商業屬性較弱的校園，所要顧慮的問題是錢難以解決的。負責BD的聯合創始人王鵬說，易咖不是最早進入校園的品牌，但卻是覆蓋率最高的品牌。這其中的關鍵在於，從學校老師的角度出發，想老師之所想，爲學校提供優質服務，解決老師的難題。</div>
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對於下一步規劃，王競說，易咖想把校園市場打透，覆蓋全國前1000所高校；同時，自助咖啡機作爲一個優質的傳播載體，後續易咖還擬與廣告主合作，增加利潤，再次降低咖啡價格，將實惠讓給師生。</div>
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近幾年，咖啡這條賽道成爲了一個新風口，衆多選手紛紛入局。但在採訪的最後，王競笑着解釋道，“我們沒有想過要踩哪個風口，都是機緣巧合”。2016年的夏天，一次偶然的機會，在外企工作十餘年、熟悉硬件製造的王競偶然瞭解到這個項目，與當時的幾位校友商討，大家一拍即合，最終易咖成立。</div>
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array (
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'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' => '40',
'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '319',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-kafeibisaixinwen.html',
'total' => 40,
'field' =>
array (
),
),
320 =>
array (
'id' => '320',
'pid' => '2',
'pids' => '0,1,2',
'name' => '外國咖啡',
'dirname' => 'zixun/waiguokafeixinxi',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 320,
'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' => '13',
'namerule' => '{typedir}/{Y}/{M}{D}/{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '320',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-zixun/waiguokafeixinxi.html',
'total' => 13,
'field' =>
array (
),
),
323 =>
array (
'id' => '323',
'pid' => '2',
'pids' => '0,1,2',
'name' => '7月資訊',
'dirname' => '7yuezixun',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 323,
'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 => '323',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-7yuezixun.html',
'total' => 1,
'field' =>
array (
),
),
) |
| urlrule |
'/views-122286-[page].html' |
| fix_html_now_url |
'' |
| my_web_url |
'https://makecoffee.gafei.com/views-122286' |
| get |
array (
's' => 'article',
'c' => 'show',
'id' => '122286',
'm' => 'index',
) |
