4.1.4

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'這家新開的星巴克竟然不賣咖啡，這是怎麼一回事?'

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'這家,新開,巴克,竟然,不賣,咖啡,這是,怎麼,一回事,據說'

'據說阿里巴巴西溪園區店是星巴克在中國業績最好的門店之一，無論什麼時候，那兒永遠排着長長的等候咖啡的隊伍。11月13日，阿里巴巴又新開張了一家星巴克，不過這家門店不再需要大家望穿秋水地苦苦等候，因爲這回，星巴克把店開進了天貓。 星巴克天貓旗艦店和'

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'2015-11-17 11:50:58'

'2015-11-17 11:50:56'

'44644'

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'<p>
	　　據說阿里巴巴西溪園區店是星巴克在中國業績最好的門店之一，無論什麼時候，那兒永遠排着長長的等候咖啡的隊伍。11月13日，阿里巴巴又新開張了一家星巴克，不過這家&ldquo;門店&rdquo;不再需要大家望穿秋水地苦苦等候，因爲這回，星巴克把店開進了天貓。<img alt="" src="/uploads/151117/2-15111G14913306.JPG" /></p>
<center>
	&nbsp;</center>
<p>
	　　星巴克天貓旗艦店和許多人想得不太一樣，也許還會讓不少粉絲失望：咖啡、咖啡豆、咖啡杯什麼的都沒得買，架上只有星巴克禮品券，包括不同外形的星享卡，星禮卡和咖啡券一共21款。<img alt="" src="/uploads/151117/2-15111G1494Q22.JPG" /></p>
<center>
	&nbsp;</center>
<p>
	　　感覺上，星巴克天貓店就像是主人沒怎麼裝修就匆匆拎包入住了，但事實上，這是一個輕巧而聰明的開局&mdash;&mdash;</p>
<p>
	　　首先，星巴克天貓店不賣咖啡和周邊，顯然是想將自己最擅長的全渠道發揮到極致：線上購券，線下消費。卡、券均有實體和電子兩種類型，無論是在人力，還是供應鏈上，既不需要大額財力及人力成本投入，也不需要租借倉庫來倉儲大量實體產品。典型的輕經營。</p>
<p>
	　　其次，星巴克天貓店纔不僅僅是想多賣幾張咖啡券，而是想push其一直推崇的一件事&mdash;&mdash;改變消費者的生活方式，以及希望借力線上渠道，進一步強化星巴克的社交屬性。<img alt="" src="/uploads/151117/2-15111G1501SG.jpg" /></p>
<center>
	&nbsp;</center>
<p>
	　　不少人都會希望給異地的親朋好友送去一份蛋糕、一杯咖啡，以表問候，很多時候，是靠着口碑網、大衆點評平臺上的O2O服務，但是，往往收到咖啡的人當時卻沒有喝咖啡的需求。而如果收到的是咖啡電子禮券，選擇餘地就大得多。另外，很多人在線下購買星禮卡時，會擔心面對面送禮品券，50-200元的金額是否拿得出手，別人會不會收下禮品券。而線上購買電子卡券只需輸入對方手機號，就能直接將電子券以短信的形式發送到對方手機。並且，星巴克還按照生活實際場景，設計了不同需求的禮券祝福語&ldquo;生日祝福&rdquo;、&ldquo;溫暖鼓勵&rdquo;、&ldquo;職場心意&rdquo;等，滿足社交需求的最大公約數。</p>
<p>
	　　其三，星巴克天貓旗艦店在線上售賣禮品券，優化了用戶體驗。</p>
<p>
	　　此前，用戶去星巴克想使用星享卡中買一送一優惠券時，往往被店員告知，自己賬戶裏並無優惠券。另外，有用戶在店裏購買星享卡後，還需要激活才能使用。而現在，在星巴克線上店購買星享卡，將券綁定到自己的賬戶，無需激活，到門店即可直接使用。</p>
<p>
	　　不過，星巴克天貓旗艦店是否會一直這麼輕盈下去呢?來幾個星巴克猜想吧&mdash;&mdash;</p>
<p>
	　　猜想一：將來是否會有更多產品上線?</p>
<p>
	　　星巴克在天貓店初步試水如果能夠取得不錯的成績，接下來開始賣咖啡豆，杯子，速溶咖啡和咖啡器具等周邊是一件水到渠成的事。但如果星巴克計劃擴張自己在天貓的門店，增加專業的電商人員、尋找倉儲配送的供應商就成爲了首先要解決的事。</p>
<p>
	　　猜想二：能不能在天貓旗艦店直接點單?</p>
<p>
	　　面對天貓開始推行的全渠道戰略，接下來星巴克是否會和天貓在線上線下融合打出新牌值得期待。星巴克推廣中國市場線上線下的融合，對於目前來說，並不是太大的難點，據現有的星巴克實體門店分佈來看，大多分佈在商業寫字樓宇、大型購物中心和風景區等人流穩定和密集的地方。</p>
<p>
	　　也許在不久將來，天貓旗艦店可以提供Click &amp; Collect(線上點單，線下提取)服務。對於用戶來說，免去了排隊等候的時間。而對於星巴克而言，充分利用線下門店，不但能減少倉儲和專業電商人力等方面的成本，還能夠充分發揮門店員工的工作量，縮短物流配送時間。</p>
<p>
	　　猜想三：線上支付渠道下一步會不會接入線下實體門店?</p>
<p>
	　　在美國、英國等地，星巴克已經推行儲值賬戶功能，用戶在星巴克賬戶內充值，就可以在線下實體店只要憑二維碼就可以進行消費，大幅度減少消費者排隊結賬時間。</p>
<p>
	　　在中國，線上支付條件已經非常成熟，肯德基、沃爾瑪等國際連鎖品牌紛紛接入支付寶，一直沒有推出類似服務的星巴克，什麼時候接入支付寶等第三方的線上支付渠道，提速結賬時間，提高消費者的體驗?這個問題，在其開天貓店以後，應該不會讓大家等太久了。</p>
<p>
	　　星巴克都來天貓開店了，大家覺得，宜家也會來嗎?</p>
<p>
	　　來源：天下網商</p>
'

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'/views-44822-[page].html'

''

'https://cdn.gafei.com/views-44822'

array (
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