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'星巴克全面直營大陸市場會對國內咖啡行業造成什麼影響?' |
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'對於星巴克對國內市場的直營操作,前瞻產業研究院分析認爲,對於國內咖啡廳行業整體影響應該有限,主要原因包括: 首先,從競爭格局的角度來看,星巴克目前在國內市場的佔比還較小,沒有形成絕對的品牌稱霸,即使未來其開店數量大幅增長(2021年達到5000家),' |
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'<p>
對於星巴克對國內市場的直營操作,前瞻產業研究院分析認爲,對於國內咖啡廳行業整體影響應該有限,主要原因包括:</p>
<p>
首先,從競爭格局的角度來看,星巴克目前在國內市場的佔比還較小,沒有形成絕對的品牌稱霸,即使未來其開店數量大幅增長(2021年達到5000家),市場總體競爭預計還是比較分散,對於國內咖啡廳行業的競爭格局影響有限。</p>
<p>
其次,從價格的角度來看,由於目前國內咖啡消費還主要以一二線城市爲主,價格也一直保持在相對穩定的水平,但從長期來看,我國三線及以下城市是未來咖啡消費潛力更大的市場。前瞻產業研究院認爲,隨着消費需求的下沉,咖啡價格下降的概率較大,而對於星巴克來說,是維持現有價格還是下調價格開拓更廣闊的市場其實對於未來咖啡消費市場總體的影響也將是非常有限的。</p>
<p>
最後,從消費者層面來看,此次直營主要是股權結構上的改變,並沒有對星巴克的店面運營產生太大的影響,因此,對於消費者來說的影響也是非常有限的。</p>
<p style="text-align: center;">
<img alt="" src="/uploads/allimg/170801/12-1FP11PZ9631.png" style="width: 486px; height: 308px;" /></p>
<p>
<strong> 星巴克看好大陸咖啡消費市場潛力</strong></p>
<p>
從國內市場的品牌競爭情況來看,雖然星巴克目前在品牌競爭力以及數量上均居首位,但國內咖啡廳品牌格局總體較爲分散,按照星巴克目前2800家店計算,市場佔有率也僅爲3.3%。</p>
<p>
國內咖啡市場消費潛力巨大的另一個表現是:目前國內人均咖啡消費量還較少,遠低於歐美國家,甚至遠低於同是亞洲國家的日韓。按照目前我國咖啡人均消費不足20杯,市場規模700億,市場平均增速15%計算,到2020年的咖啡消費規模將超過1000億元。</p>
<p>
此次星巴克的收購動作,一方面是從經營管理權的角度考慮,另一方面,也體現出星巴克對中國大陸市場的重視與看好。</p>
<p>
隨着我國居民消費能力的不斷提升,對於咖啡的消費能力也在不斷增強,咖啡廳數量也呈現出幾何增長的趨勢。根據前瞻產業研究院的統計,2007年時,國內咖啡廳數量不足1.6萬家,到了2016年,咖啡廳數量一度超過10萬家,不過全年行業不斷洗牌,截至2016年底的咖啡廳數量定格在8.5萬家左右。</p>
<p>
<strong> 消費區域性強,三線及以下城市潛力大</strong></p>
<p>
從目前我國咖啡廳的分佈來看,上海咖啡廳數量最多,截至2016年底的數量超過5000家,四個一線城市的咖啡廳平均數量超過2500家,總量佔到全國的15.7%。相比一二線城市的咖啡廳數量,我國目前三四無線城市的咖啡廳數量要少很多,還有較大的市場潛力有待挖掘。</p>
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