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'星巴克更看重移動端和線下的生意 甚至放棄美國在線商店'

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'專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style ) 線下門店的地位越來越重要了。 星巴克美國官方網站正在進行大甩賣，不少商品可享受5折優惠。然而這場折扣的背後，其實是星巴克關閉在線購物，實施戰略大調整的一步。 繼關閉全部Teavana茶店後，星巴克'

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'2017-08-25 20:20:22'

'2017-08-25 20:22:59'

'107711'

''

''

''

''

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NULL

'<section>
	<span style="font-size:16px;">專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style )<br />
	<br />
	線下門店的地位越來越重要了。</span></section>
<div>
	<section>
		<p>
			<span style="font-size:16px;">星巴克美國官方網站正在進行大甩賣，不少商品可享受5折優惠。然而這場折扣的背後，其實是星巴克關閉在線購物，實施戰略大調整的一步。</span></p>
		<p>
			<span style="font-size:16px;"><img alt="星巴克放棄美國在線商店，咖啡巨頭更看重移動端和線下的生意" data-img-size-val="2400,1458" src="/uploads/allimg/170825/3-1FR5202114G9.jpg" style="height: 486px; width: 800px;" /></span></p>
		<p>
			<span style="font-size:16px;">繼關閉全部Teavana茶店後，星巴克計劃關閉其官方在線購物商城了。據BI報道，10月1日起，在美國的星巴克官方網站，將不會看到購物入口了。</span></p>
		<p>
			<span style="font-size:16px;">星巴克只在美國、加拿大、德國和法國開闢了官方線上商城，出售包裝茶、咖啡和馬克杯、咖啡機等商品。待美國的商城關閉後，消費者可通過亞馬遜和其他星巴克授權的第三方購物渠道購買。</span></p>
		<p>
			<span style="font-size:16px;">星巴克方面稱，關閉官方線上購買渠道是爲了讓消費者多光顧星巴克線下門店。換句話說就是，促進線下的客流量，提高同店銷售，無論是買飲料還是馬克杯，歡迎消費者統統到線下。</span></p>
		<p>
			<span style="font-size:16px;">美國同店銷售增長一直是星巴克擴張的一塊心病。根據星巴克的財報，其美國地區的同店銷售額早就不復以往的高增長，僅維持在低個位數的百分比。</span></p>
		<p>
			<span style="font-size:16px;"><img alt="星巴克放棄美國在線商店，咖啡巨頭更看重移動端和線下的生意" data-img-size-val="1374,848" src="/uploads/allimg/170825/3-1FR52021291c.jpg" style="height: 494px; width: 800px;" /></span></p>
		<p>
			<span style="font-size:16px;">據36氪此前的報道，BMO曾下調星巴克的評級，主要由於其店鋪過於密集，無法吸引更多的顧客，導致出現了&ldquo;店喫店&rdquo;的情況。</span></p>
		<p>
			<span style="font-size:16px;">爲了改善這種情況，星巴克&ldquo;逆勢&rdquo;採取關閉線上商城的方式，來將客流引回線下。不過，星巴克方面稱，會在實體店充分融合移動端的體驗，線上線下的打通將是星巴克未來一段時間的工作重點。也就是說，即使在線下店，消費者仍可以享受&ldquo;線上&rdquo;的待遇，比如移動點單等等。</span></p>
		<p>
			<span style="font-size:16px;">星巴克認爲，移動訂單要更有效率，能使門店在高峯時間每分鐘處理更多的客戶。而且有研究表明，在手機端點餐，消費者會傾向於花更多的錢。</span></p>
		<p>
			<span style="font-size:16px;">不過，在星巴克推出移動點單後，遇到了前所未有的麻煩。移動點單的客戶太多，導致部分門店排長隊，嚴重影響顧客體驗。爲此，星巴克操碎了心，一度有消息稱，爲了改善移動訂單導致的店內擁擠，星巴克很有可能將馬克杯移走，放在網上商城售賣。</span></p>
		<p>
			<span style="font-size:16px;">不過，關閉網上商城的消息一出，就知道這種緩解排隊的可能性被pass。星巴克方面稱，關閉線上的商城後，會尋求與專門做數字化的公司合作，解決移動端體驗的問題，進一步擴大移動端的生意。目前，移動支付佔美國星巴克訂單的30％。&nbsp;</span></p>
		<p>
			<span style="font-size:16px;">過去幾年，電子商務興起後，星巴克對數字化做了不少投資。這次關閉線上商城是對電商業務的調整，從PC端繼續轉移到移動端和線下，並將兩者打通結合，可以用上現在正時髦的新零售一詞。而線上商城等業務就全都交給第三方合作伙伴處理了，星巴克不再過多投入了。</span></p>
		<p>
			<span style="font-size:16px;">除了對線上線下業務結構進行調整外，星巴克最近也在擴大其消費品的種類，比如在線下門店銷售新款的杯子，在商超等渠道賣即飲的奶茶星冰樂。就在前不久，星巴克還宣佈重新開始賣&ldquo;網紅&rdquo;南瓜拿鐵，吸引忠實的消費者。不過也有分析認爲，星巴克是新瓶裝舊酒，通過這種方式只能吸引已有顧客，而非新消費者。</span></p>
	</section>
</div>
<br />
'

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