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'深度思考 | 爲什麼星巴克在中國沒有強有力的競爭對手？'

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'深度,思考,爲什麼,巴克,中國,沒有,強有力,競爭,對手,專'

'專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ） 萬達正在公開叫板迪士尼；優步投入20億美元對抗滴滴出行；阿迪達斯同李寧和安踏的戰爭已經持續多年；蘋果正在和中國多家冉冉升起的競爭對手（華爲、oppo等等）博弈。有一個現象總會在中國發生：一家'

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'2017-10-30 18:53:06'

'2017-10-30 18:55:43'

'110172'

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NULL

'<img alt="" src="/uploads/allimg/171030/3-1G0301U414X1.jpg" style="width: 640px; height: 426px;" /><br />
<span style="color: rgb(62, 62, 62); font-family: 微軟雅黑, 黑體, Arial; font-size: 14px;">專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ）</span><br />
<br />
<div>
	　　萬達正在公開叫板迪士尼；優步投入20億美元對抗滴滴出行；阿迪達斯同李寧和安踏的戰爭已經持續多年；蘋果正在和中國多家冉冉升起的競爭對手（華爲、oppo等等）博弈。有一個現象總會在中國發生：一家成功的國際公司勢必引發國內市場的激烈競爭。</div>
<div>
	&nbsp;</div>
<div>
	　　那麼，爲什麼星巴克在中國就沒有強有力的競爭對手呢？過去幾個月來，我一直向別人請教這個問題，但卻沒有得到好的答案。這很奇怪。</div>
<div>
	&nbsp;</div>
<div>
	　　星巴克自1999年起進軍中國市場，迄今爲止已經擁有大約2400家的門店。多年以來，它們幾乎佔據了中國零售咖啡業的大部分市場份額。星巴克首席執行官霍華德&middot;舒爾茨最近還宣佈，每年要增開500家新門店。這將使星巴克到2020年在中國擁有5000家門店。</div>
<div>
	&nbsp;</div>
<div>
	　　此外，在星巴克2016年11月3日的電話會議上，舒爾茨還透露，&ldquo;我們在中國開設的最新門店類型，創造了星巴克歷史上市場單店營業額、利潤率和盈利能力之最。&rdquo;</div>
<div>
	&nbsp;</div>
<div>
	　　由此可見，星巴克在中國擁有很大的市場份額、增速迅猛，並且獲利豐厚。儘管它們打破了外國人在中國做生意的頭號準則：即使做得再好，也要保持低調。</div>
<div>
	&nbsp;</div>
<div>
	　　星巴克在中國的確面臨一些小型競爭對手。這些對手包括來自英國的Costa咖世家（它計劃到2020年在中國開設900家門店），來自韓國的咖啡陪你，來自洛杉磯的香啡繽，還有來自臺灣的上島咖啡（但它更偏向餐飲）。此外，還有來自香港、現大部分已由華潤集團收購的太平洋咖啡。</div>
<div>
	&nbsp;</div>
<div>
	　　你還可以把全家便利店和7-11看作競爭對手。那裏一定賣出去過很多咖啡，而且它們的覆蓋面也很廣。擁有麥咖啡的麥當勞也算一個。但我認爲以上兩類只能算作是一種延伸。</div>
<div>
	&nbsp;</div>
<div>
	　　總的來說，我想不出星巴克在中國有什麼強有力的競爭對手。我看不到一家類似中國移動、阿里巴巴、蘇寧電器或是萬達的公司在和星巴克爭搶客源。</div>
<div>
	&nbsp;</div>
<div>
	　　我問了周圍很多人，以下是我目前爲止收集到的答案。</div>
<div>
	<img alt="" src="/uploads/allimg/171030/3-1G0301U42U95.jpg" style="width: 640px; height: 426px;" /></div>
<div>
	　　第一種解釋：星巴克是先行者，而且市場的形成較爲緩慢。</div>
<div>
	&nbsp;</div>
<div>
	　　雀巢入駐中國的時間是1990年，星巴克是1999年。但就算到了2007年甚至更晚一些的時候，人們還是不太確定中國的消費者是否會喝咖啡。我記得人們總是告訴我，&ldquo;你是外國人，你不懂中國。我們愛喝茶，不愛喝咖啡。&rdquo;</div>
<div>
	&nbsp;</div>
<div>
	　　咖啡過了很久纔在中國流行起來。而且就算到了今天，喝咖啡也是件稀罕事。在2013年，中國人人均飲用咖啡量爲每年4杯。相比之下，美國人是則441杯（在挪威是1000多杯，這一點同樣令我困惑）。咖啡文化在中國發展緩慢。</div>
<div>
	&nbsp;</div>
<div>
	　　中國消費者的可支配收入經過很長時間的增長，才達到買得起類似星巴克咖啡的水平。即使是在今天，依據美國星巴克咖啡售價之於購買力基礎的比例，星巴克在中國的售價（一杯拿鐵約爲30人民幣）還是要貴得多。</div>
<div>
	&nbsp;</div>
<div>
	　　所以說有一點很重要，那就是星巴克成了第一個喫螃蟹的人，具有在緩慢崛起的市場裏發展壯大的長期追求。與百事、康師傅、蘋果和其他一些品牌相比，星巴克並不是一個迅速成功的商業案例。</div>
<div>
	<img alt="" src="/uploads/allimg/171030/3-1G0301U43S46.jpg" style="width: 640px; height: 432px;" /></div>
<div>
	　　第二種解釋：星巴克的品牌和規模使它在房地產方面具備優勢。</div>
<div>
	&nbsp;</div>
<div>
	　　零售咖啡業的成功取決於正確的選址。即使消費者養成一定的品牌忠誠度，他們通常也不會在街對面就有一家咖世家的情況下，步行三個街區去享用星巴克。所有，佔據關注度高、人流量高的地點至關重要。</div>
<div>
	&nbsp;</div>
<div>
	　　和它的競爭對手相比，星巴克目前的規模要大得多，這也就意味着它擁有更多的門店，更多的客戶以及更高的品牌辨識度。這種規模優勢讓星巴克在獲得最優地點時很有優勢。與其他規模較小的競爭者相比，它在房地產方面的花費要多得多，因爲它的現金和客戶更多，品牌力量更大。它的門店可以開在一家熱鬧的購物中心，而不是街角。它可以開在購物中心的入口處，而不是第三層。而規模較小的公司要想拿下關注度更高、人流量更大且價格更高的地點則更加困難。</div>
<div>
	&nbsp;</div>
<div>
	　　佔據更高人流量和關注度的地點，有利於提高銷量和品牌知名度，進而增加門店在當地的規模優勢。這是一種良性循環（一定程度上來說）。</div>
<div>
	&nbsp;</div>
<div>
	　　這種解釋的實質是，儘管中國的咖啡市場看起來龐大而分散，但當你在地圖將它們標出來的時候，它們實際上相當集中。與星巴克競爭這些最優選址要比表面上看起來難得多。</div>
<div>
	<img alt="" src="/uploads/allimg/171030/3-1G0301U44IJ.jpg" style="width: 640px; height: 426px;" /></div>
<div>
	　　第三種解釋：中國資深商務人士就是不喜歡喝咖啡。</div>
<div>
	&nbsp;</div>
<div>
	　　即使這種說法千真萬確，我還是看不出爲什麼中國沒有一個強有力的競爭對手在開咖啡店。在中國，人口數量大於100萬的城市有160多個。到2025年，這個數字將會增至220個。所以說，就算是在今天，新的市場者還是可以在諸如重慶等一些地區獲得很多空間。</div>
<div>
	&nbsp;</div>
<div>
	　　是什麼阻止類似華潤集團的公司開500家咖啡店呢？爲什麼萬達沒有接管它那一百多座萬達廣場裏的咖啡門店呢？這是萬達目前在酒店和影院領域正做的事情。這些老大哥爲什麼不進入市場呢？</div>
<div>
	&nbsp;</div>
<div>
	　　會不會是因爲中國的資深商務人士都成長於一個喝茶的年代？他們是不是從來沒有喝過咖啡？也許王健林不喜歡喝咖啡？</div>
<div>
	&nbsp;</div>
<div>
	　　這種解釋和一個事實相符，那就是中國的速溶咖啡市場（佔咖啡市場規模的80%以上）70%以上的份額都是由另一家外國公司&mdash;&mdash;雀巢&mdash;&mdash;所佔領。事實上，能量飲料市場也是如此，70%以上的市場份額都由紅牛佔領。或許，咖啡因飲品就是中國商業領袖們的一個盲點？</div>
<div>
	<img alt="" src="/uploads/allimg/171030/3-1G0301U45I10.jpg" style="width: 750px; height: 472px;" /></div>
<div>
	　　最後一種解釋：咖啡只是一時風靡。</div>
<div>
	&nbsp;</div>
<div>
	　　這種解釋讓我有些擔心。一定程度上，中國的零售咖啡很可能只是一時風靡。在大多數中國人看來，和朋友在不錯的環境裏喝杯咖啡依然是相對新鮮的體驗。這對大多數人來說不過是近五年才興起的風潮。它還是一種身份的象徵。然而，對時下流行的事物，中國的消費者態度總是變幻莫測，這一點已是&ldquo;臭名昭著&rdquo;。這一市場會不會遭遇20%的縮水？如果新世紀的消費者喪失興趣，又會發生什麼？我認爲這絕對有可能發生。也許大公司沒有涉足市場的原因就在於它們看不見長遠。</div>
<div>
	&nbsp;</div>
<div>
	　　說實話，我不知道爲什麼星巴克在中國沒有強有力的競爭對手。這在我看來很奇怪。所以我很想知道大家的意見。歡迎大家和我分享你們的看法。</div>
<div>
	&nbsp;</div>
<div>
	　　來源：財富中文網</div>
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''

'https://php168.gafei.com/views-110941'

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