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酒店入局咖啡生意,如何实现共鸣与盈利?

2020-12-28 来源: 网络转载  热度: 举报
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  shangzhou,shoulvrujiajiudianjituandazaodediyijiarukafeiluodishanghai,zuoweiyigeyanzhiyuyishutiyanbingcundequanxinshenghuofangshipinpai,beishizuoshoulvrujiaduijiudiankongjiantuozhandeyouyicitansuo。buguo,kafeiyujiudianzaoyoujiuchan,shoulvrujiayejuefeidiyijiatuichukafeipinpaidejiudian,suizhekafeishichangdebuduankuoda,jiudianyukafeidegushi,zhengzaibeizhongxinshuxie。

  01 酒店的新机会:咖啡正在逃离咖啡馆

  jinliangnian,kafeizhengchengweitouzideremen。juqianzhanchanyeyanjiuyuanfabude《2020-2025nianzhongguokafeixingyeshichangxuqiuyutouziguihuafenxibaogao》xianshi,zhongguokafeixiaofeinianjunzengsuda15%,yuangaoyushijie2%dezengsu。yuji2025nianzhongguokafeishichangguimojiangdadao2171yiyuan。

  zaixiaofeizengfufengzhangdelingyimian,zeshiguojiatongjijushujuxianshi,2019nian,zhongguodalukafeirenjunnianxiaofeibuguo4bei,xiangbiqiouzhourenjunnianxiaofeikafei750bei、meiguo400bei、rihangangtai200bei,chajupoda,yijijuqianli。

  kafeishichangguimomaixiangqianyi,yukafeichanyezishendebianhuayijixiaofeizhexuqiudezhuanbianbuwuguanxi。yifangmian,kafeizhengzaixiangdazhonghuamaijin。kafeijinruguoneideshijian,keyizhuisudao1836nian,zaijinriguangzhoushisanxingfuzhuangpifashichangfujin,kailezhongguodiyijiakafeiguan,zaizuikaishi,shimanzuliuyangguilaixinchaorenshidexiguan,miaozhundeshangshijixiaodeyipixiaoziqunti;1999nian,xingbakejinruzhongguo,weizhongguonianqingyidaidailailedisankongjiandegainian,kafeiguanchengweilerenmenshejiaodexinchangsuo。daolerujin,zairuixingyijiyixiliejingpinkafeiguandechuxian,shideyichengweidazhongchanpindekafei,qiwenhuayuxuqiudechengxianzaiyicifashenglegaibian。kafeizhengzaitaochukafeiguan,yiyizhonggengwukongburu、gengweichangguihuadefangshishentoujinrenmenderichangshenghuo。

  lingyifangmian,nianqingxiaofeizheduiyukafeidexuqiu,yicongjiangkafeizuoweikongjiandeyifubianweiduikafeibenshendepinwei,congduizhimingkafeipinpaidemixin,buruduijingpinkafeipinpaidetanxun。diaochaxianshi,muqianguoneiyou82%dekafeixiaofeizheyuanyichangshixinlingshoukafei,qizhong,43%dexiaofeizhefeichangxiangchangshi,kafeiyinyongpinlvyuegaodexiaofeizhe,changshixinlingshoukafeideyiyuanyueqianglie。

  yiner,zaizheiyangdezhuanbiandaqushixia,jiudianyukafeishengyidejiehe,youlexindekeneng。

  02 酒店与咖啡的纠缠史:浪漫与现实

  jiudianyukafeidegushi,keyishuoshiyiduankuangrichijiudejiuchanshi,congkefangminibadaojiudiankafeitingzaidaodulidekafeipinpai,buganyuwojujiaoluodekafei,yibutongxingshi,buduanzaijiudiankongjianneigongchenglvedi。lvxingzhemenshoulideneiyibeikafei,yizouguochongmanchuanqidebutongdaolu。

  zaigushidekaishi,jiudiancunzaidezhuyaomuderengshiweishangwurenshifuwu,yiner,bishixiangzhengzheshangwubailingdekafei,wangwangzaikefangdeminibazhongzhanjuyixizhidi,qubiezhizaiyugenjujiudiandedangcibutong,kafeiyousurongyujiaonangzhifen。

  weilemanzuzhukemendeshejiaoxuqiu,bushaojiudianhuizaidatanganpaiyigekafeiting,zheigekongjianwangwangyujiudianxiawucha、zaocandengcanyingongnengfuhe,zhishiweilejikerenmentigongyigekeyizuoxialailiaoliaotiandekongjian。

  zaizheilianggejieduan,jiudianyukafeidejiechuzhishiyixunbenneng,erbansuizhejiudiandatangkaiqikongjiangeming,jiudianduikafeidexuqiu,yibuzaishixiaodaxiaonao,ershikaiqilekuajie、ziyingpinpai、kafeijiudiandengduozhongxingshi。

  yizhitansuogezhongkuajiekenengdejinjiangbaiyulanpinpai,jiucengzai2018nianyudangshidewanghongkafeipinpaicoffee boxliankafeihezuo,jiangqiyinrubaiyulanwuhandingziqiaojiudian,jiudianjiezhuwanghongkafeipinpaideliliang,chudagengduonianqingxiaofeizhe。

  yeyouzhijieyikafeiwenhuazuoweijiudiangenji,dazaoquanxinjiudianpinleidepinpai。jinjiangqixiadezhefeijiudianbianzaicilie,qizhijiecaiyongkafeiguan+jiudiandejingyingmoshi,haocheng“shoujiayikafeiguanwenhuayujiudianwanmeijiehedezhongduandejingpinjiudianpinpai”,rujinyijingshengjidaole3.0jieduan,ronghekafeiting、wenhuashuba、yishupinzhanglang、shangpinzhanlanqu,yiqiaoyisishufang、jingdianhuoluqudengsheji,dailaibansuikafeixiangqidechenjinshifugufenwei。

  gengduodejiudianjituanzeshixiangshoulvrujiayiyang,tuichuziyingdekafeipinpai,yixinpinpaiweichushou,qutansuozhenggekafeichanyeyujiudianxiezuodekeneng。zaozai2016nian,huazhujituandekafeipinpainiiice caféshangxian,keruzhuhuazhuqixiahanting、quanji、yibisi、xingcheng、yilai、haiyoudengjiudiandedatang。zuoweiqianrushikafeiguan,niiice cafézhudamaidianzaiyu24xiaoshibudayanghejiageqinmin,ciwai,duiyujiudianzishenlaishuo,zheiyikafeipinpaizhixuduijiudianqiantaijinxingshaoxuzhuangxiugaizao,jikekaishijingying,qiegenjupinpaizhuyaochuangshirenliguihuijieshao,pinpaitouzibuchaoguo3wanyuan,chanpinmaoligaoda65%。rujinpinpaimendianyibianbuquanguo140+gechengshi,yongyou1000+jiamendian。

  2019nian,oyoyejinjunlekafeilingyu,tuichude“fenrankafei”pinpai,liyonglejiudiandatangneiyuanbenkongzhide30pingfangmiquyudajianchengkerongnashiyurendexiuxiqu;jiangyuanlaidejiudianqiantaiyanshenchuyikuailaifangzhikafeiji,bingyoujiudianqiantairenyuanlaijianrenzhishougongzuo,wulunshiqianqitouruhaishirichangyunyingchengbendouyuandiyutongleixingkafeidian,buguo,bansuizheoyozaiguoneidejingyingkunjing,fenrankafeibingweishixiankuozhang。

  kejian,jiuxiangrujinjingzhengjiliedekafeishichang,jiudiandekafeishengyi,bingfeizongshiyifanfengshun。zaozai2013nian,jiuyoumeiticaifangxingjijiudiandekafeitingfuzerenshizhichu,“jiudiandekafeixiaoliangyitianzhinengmaichuqibabei。ruguoanyibeikafei30yuandepingjunjiagesuan,yitianshourujin240yuanzuoyou,yigeyue7000duoyuan,genbenbugoufayuangonggongzi。”

  cong“keyoukewu”debuzhuanqiankafeitingdaorujinfenfenrujukafeishengyi,jiudianxiangyaode,conglaibuzhishineiyilvkafeixiang。

  03 酒店要的,不止一缕咖啡香

  henxianrandeshi,jiudianqierukafeichanye,qixiangyaode,bingbushizuoyibeihaohedekafeihuozaijingyingyijiahaodekafeiguan,ershituolizuokafeihaishizuokafeiguandesiwei,xuanzeledisantiaolu——yikafeipinpaiweiqierudian,jieyoukehusiwei,shixiangongmingyuyingli。

  1.新空间打造

  huazhujituanchuangshirenjiqicengzhichu,jiudianyeweilaidefazhanzhongdianshiduikongjiandejiefang。zaidangqian,revpar(meijiankegongchuzukefangchanshengdepingjunshijiyingshou)deshidaiyijingguoqu,pingxiaozhujianchengweigengweizhongyaodejiudianshouyiguanlizhibiao。guoqudaliangliubaidejiudiankongjian,xianranyibushiyongyudangxiaxingyeduoyuanhuadefazhan,jiudianmaikafei,“kafei”shiyigejubeiwenhuatezhiyouyongyouyidingdiaoxingdeheshizaiti,zaipanhuojiudianxianzhikongjian、tigaokongjianliyonglvshang,yongyougengdakeneng。

  yizhefeijiudianweili,qironghekafeiting、wenhuashuba、yishupinzhanglang、shangpinzhanlanqu、zizhucantingweiyitideduogongnengpeitaojiudiandatang,shidatangbuzaishiyigeduanzantingliudedixiaokongjian,ershinenggoufushezhukeyuzhoubianshequrenqundejunengchang,shixianwuyejiazhizuidahua。

  2.新场景产业链

  rujindeshangye,yijingburulezhutihua、tiyanjingjishidai,jiuxiangshudianbuzaishidanchunmaishu,ershiwenchuangchanpin、kafeiguan、wenhuadibiaodejiehe,zhuruxingbakezheiyangdekafeiguanbenshenyebuzaijuxianyuheyibeikafei,haikeyimanzunianqingrendebeizishoujipi……

  duiyujiudianlaishuo,dazaoleisiyukafeiguanzheiyangdewenhuachangjing,yingzaowenhuaxiaofeifenwei,zhengzaichengweiyigezhongyaoqushi。erjiezhuxinchangjing,jiudianyinengtupoyuanyoudeyewu,tansuochugengweifuhedeshangyemoshi,shenzhichudayishu、shenghuo、wenchuangdenggegelingyu,yixiliedechanyelianzhengzaizhankai。yirukafeiweili,qibujinshirujiajiudianchangjingdebuchong,yezaijiangjiudiandazaochengjihaozhu、haochi、haowandeyigezongheti。

  3.新空间下的生活方式表达

  qianduanshijian,“xingbakeqifenzu”deduanzizaiwangshangredubiaosheng,bushaoxiaofeizheyuanyizhudongzaixingbakebangong,zheiyuxingbakekongjiansuofanmaideshenghuofangshibuwuguanxi,qiyiyouyidongbangongxuqiudebailingquntiweimubiao,buduanpeiyangyonghuchangjingxiaofeidexiguan。

  kongjianchengweilechuandishenghuofangshidezuijiazaiti,yinci,duiyujiudianlaishuo,jieyongkafeipinpaidazaolaishixiankongjiangaizao,bingzaixinkongjianzhongshixianjiudianshenghuofangshixiangxiaofeizhedechuanda,jubeixianshiyiyi。

  rukafeibianshijiezhuyanzhiyuyishuganjianjudexinshenghuokongjian,manzuchengshinianqingrenduiyugonggongkongjiandexuqiu,yi“home in house”dehexinlinian,jiang“rujiaganshou”deshenghuofangshijinyibuyanshenzhigengduoqianzaixiaofeizhe。

  04 格调实验室:咖啡产业的酒店空间启示

  duiyujiudianlaishuo,kafeixianranshiyishiyiyoudecunzai,zuowei“you”,kafeinengweijiudiandekongjiandailaigengduoxiangxiang,zuowei“shi”,kafeichanyezishendefazhanlujing,duiyujiudiankongjiandazaolaishuo,gengjuqishixingyiyi。

  1.“网红化”是敲门砖

  zheiliangnian,wanghongkafeidiancengchubuqiong,jiuxiangqianduanshijianzouhongde“xiongzhuakafei”,zhiweilepaidaoneiyizhishenchuqiangdongde“xiongzhua”,kafeiguanmenkoubianpaiqilezhangdui。buguo,wanghongjidaibiaolejudaliuliang,youyufengxiangongcun。yiner,duiyujiudianlaishuo,dazaowanghongkongjianbenwukehoufei,bijing,zainianqingxiaofeizhezhanjuzhuliudedangxia,“xinxiangan”shizhongshizhuazhutamenyanqiudediyiyaoyi。

  buguo,jiudiankongjianyebukeguoyuzhuizhuwanghongxiaoying,bushaojiudianweilezhangxian“nianqing”,xihaozaigonggongkongjianjinxingwanghongyuansudediejia,zuihouzhibianchengledazahui。jiudianyingjiezhuwanghongdeliuliangyoushi,jinliangdazaochushuyuzishendeip——bijing,wanghongshizanshide,ipcaishizhangjiude。

  zhengruchengpindechuangshirenwuqingyoushuoguozheiyangyijuhua:“budanyaolangman,haiyaojingming。xuehuijingmingzhihou,keyigenglangman。”

  2.把握下沉市场

  zaiguoqu,kafeizuoweibolaipin,yidushigaoduanshangwurenshide“zhuanli”,danrujin,jumianfashenglebianhua。yifangmian,kafeiyoujingyingxiaofeizhuanxianglepingminxiaofei,shenzhibufenyierxianchengshinianqingrenhuidaoxiaozhenshang,huijiangzaiyierxiandeshenghuofangshi、xiaofeimoshidaihuidaojiaxiang;lingyifangmian,yuelaiyueduogengweipingjiadexinduishouderuju,piru4jiazhimingbianlidian,douyouzijidekafeipinpai,ruquanjiadepaikekafei,7-elevende7-coffee,xishiduodexikafei,luosendelckafei,yijidapidantikafeiguandedansheng,shidekafeizouxiachenshichangchengweibiran。

  piruliankafeicengyuzhongshihuahezuode“yijiekafei”xiangmu,yi6yuanyidabeidejiage,poshouhuochesijihuanying——tamenmeiyouhekafeidexiguan,dantamenyoutishendexuqiu。

  yinci,duiyufengkuangxiachendejiudianlaishuo,xiachenbingfeizhishikefangyumendiandexiachen,jiudiankongjiandedazao,yebingfeishiyierxianchengshimendianderenwu,xiachenshichangdexiaofeizhe,tongyangyouduiyujiudiangonggongkongjiandexuqiu,wentizaiyu,xiachenyonghudexuqiuyuyierxianchengshiyonghudexuqiuhuoxubingbuxiangtong,tamenhuoxumeiyouzaijiudiankongjiantangongzuodexiguan,danqueyougengduoxianxiashiguang,leyuzaijiudiankongjianxiangshouyicixiawucha。zaibawoxiachenshichangzhiqian,jiudianzuixuyaode,shimotoumubiaoxiaofeizhedexuqiu。

  3.抓住空间的调性

  kafeiguandekongjianjiaose,bingfeizongshiyichengbubian,20shijichuqi,kafeiguanbeikanzuowenhuajujidi,jiefanweineideyishujiayuwenxuejiazaisainahezuoandekafeiguanli,yuedu、xiezuoyutaolunzhexuewenti,kafeiguanbeifuyule“gediaoshiyanshi”dejiaose,zai20shijizhongqi,meiguochengshishehuixuejia ray oldenburgtichukafeiguande“disankongjian”shuxing,daolerujin,kafeiguanyijikafeiyoulegengjiaguangfandeneihan,butongdepinpai,jiezhukafei,zhanxianzhebutongdediaoxing。

  pinpaihuigenjuzishendetesedingwei,laixiyinxifenlingyudeyongdunzhe。piruchengshijingpinkafeiguandekongjianyongyishugan、youzhikafeijidengjianhuilehekafeideyishigan,yixiejiyaokuaishishangyouyaoyishugandezecongmendianmeixuehuozhepinpaigainianrushou……zaixiaofeizhemenyuelaiyuezhuiqiugexingdedangxia,chuantongliansuokafeiguande“wugexing”zekaishibeizhujianpaoqi。zhengruyeneirenshisuoshuo,zhongguodekafeishichang,zhengchaozhegengweiliangjihuadefangxiangfazhan:jingpindeguijingpin,dazhongdeguidazhong。

  jiudiankongjiandazaoyishiruci,zaidazaozhiqian,bixumoqingchuzishenkongjiandediaoxing,erfeimangmugenfeng。jiuxiangyoudejiudiankongjian,gengpianshangwu,yukafeipinpai、shudiandejiehebianpoweiqihe,danyoudejiudiankongjian,jiushihe“zaoqilai”,kafeibianxiandegegeburu,zhiyoumanqiangdejiucainengzuidaxiandufahuichujiudiandetezhi。

  4.回归酒店本质

  20shiji30niandaichu,zuojiasateyubofuwazuozaikafeiguanli,dingzheyibeixingzijiweijiu,chenrulecunzaizhuyidezhesi。duiyucunzaizhuyiyinfadexianxiangxue,zhexuejiaaimengdehusaiershuo:“huidaoshiwubenshen!”

  bansuizhekafeichanyedefeisufazhan,kafeikouweibenzhiyuefachengweixindexiaofeiliyou,kafeixingyezhengcongsushidebiaozhunhuachanpindaozhuanyekafeipinpai“disankongjian”demeilixiangjingpinkafeijinfa,xiaofeizheduiyukafeidepinzhi,tichulegenggaosuqiu。

  zaijiudiankongjiandefazhanzhong,biruyehuiyouzhurucidelicheng,congzuibiaozhundekongjiandaogengjuchuangyiyumeilidefuhekongjian,zuizhongyouyuxiaofeizhexuqiu,zouxianggengjingpinhuadeluxian。

  dangqiandaduoshujiudianrengtingliuzaidierjieduan,dazaoyigefuhekongjian,zhengrukafeipinpaizhongyongxianleyidapizhuru“ningmengyebaobaozhubingnatie”zheiyangdehuashikafei,jiudianyezaikongjiangaizaoshangjielichuangxin,buguodaduorengtingliuzaiweichuangxinerchuangxin,shenzhixianruwanghongkongjiandazaodewuqu。

  yinci,jiudianyaojinrudisanjieduan,jingpinhuafazhan,jiubixuyibenzhiweigenji,jiudiandebenzhi,zaiyufuwu、wenhuayupinwei,bixuzhuazhubenzhi,cainengzoudegengyuan。

  zhengrusateshuo,tongxiangkafeiguandelushiziyouzhilu。kafeidexiaofeizhequntibiandeyuelaiyuepangda,kafeiyijingkaishizouchukafeiguan,zouxianglegengrichang、gengduoyangdechangjing,jiudianyizaijiezhuyibeikafeideliliang,chengjiuduiweilaidexiangxiangyuqixu。


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