新零售模式下零售业的转型与升级——以咖啡三雄为例

Transformation and Upgrading of Retail Industry Under the New Retail Mode——Take the Three Coffee Giants as An Example

随着经济的持续增长,我国中产阶级消费群体不断壮大,这也使得国内咖啡行业的新兴市场获得了极大的关注和发展,但在咖啡企业的扩张过程中,其面临的挑战也不容忽视。在新零售迎来蜕变和划时代变革的背景下,国内咖啡业市场的竞争也愈加如火如荼,极具代表性的当属"连咖啡"、"瑞幸咖啡"和"星巴克"咖啡三雄,它们以其独特的运营方式和销售模式成功地开拓或稳固了国内的咖啡市场份额。文中以咖啡三雄的发展为例,结合咖啡文化及其历史进程的背景,分析新零售咖啡在新兴市场中遇到的机遇和挑战,并通过对咖啡新零售独特的运营模式的剖析,对咖啡行业的发展做出展望。

The continuous economic growth and the continuous expansion of China’s middle class consumer groups have brought great attention and development to the emerging markets of the domestic coffee industry,but the challenges faced by coffee enterprises in the process of expansion cannot be ignored. New retail metamorphosis and epochal changes make the competition of domestic market become more and more fiercer,and the most representative brands are "Coffee Box","Luckin Coffee" and "Starbucks ". Their unique operation and sales models successfully develop and stabilize the domestic coffee market. This paper takes the development of the three coffee giants as an example,combines the background of coffee culture and its historical process,analyzes the opportunities and challenges faced by new retail coffee in emerging markets,and makes a prospect for the development of the coffee industry by analyzing the unique operation mode of new retail coffee.