Ko Luckin Kofi yakapfuura sei Starbucks muChina kuburikidza nekugadzirwa kwepakeji ???
Kafi yekuChina, Luckin Coffee, yakarova zvitoro zviuru gumi muChina mugore rapfuura, ichipfuura Starbucks semhando huru yekofi munyika zvichitevera kuwedzera nekukurumidza kwenyika gore rino.
Yakatangwa muna 2017, Luckin Kofi yakapinda munzvimbo yekuChina yekofi kupikisa Starbucks kuburikidza nesarudzo dzekofi dzinodhura uye kuodha kwenhare.China ndiyo Starbucks'musika wechipiri pakukura mushure meUS
Aggressive kuwedzera
Muchikamu chakapera June 30, Luckin Kofi yakavhura 1,485 zvitoro zvitsva, avhareji 16.5 zvitoro zvitsva zuva nezuva.Pazvitoro 10,829 zviri muChina, 7,181 zvinozvishanda uye 3,648 zvitoro zvekudyidzana, sekureva kwekambani.'s muhoro chinyorwa.
Iyo yekuChina kofi cheni yakawedzera kusvika kuSingapore munaKurume mune yayo yekutanga yepasirese foray uye yakavhura zvitoro gumi nemana muguta-nyika kusvika zvino, sekureva kweCNBC cheki.
Luckin yakakwanisa kuwedzera nekukurumidza nekuda kweiyo modhi yekushandisa-izvo zvinosanganisira zvitoro zvinozvishandira uye mafranchise.
Zvichakadaro, Starbucks'zvitoro zvepasi rese ndezvekambani uye iyo yekuAmerican kofi cheni haiite franchise mashandiro, sekureva kwayo webhusaiti.Pane kudaro, inotengesa marezinesi ekushanda.
Franchising inovhura kukurumidza kukura nekuti iwe hauite'ndinofanira kuisa iyo mari yemari.Zvikasadaro iwe uchagara uchiganhurwa kubva pakukura.
Chikumbiro chemusika mukuru
Luckin uye Starbucks vane nzira dzakasiyana dzemitengo.
Kapu yekofi kubva kuLuckin inodhura gumi kusvika makumi maviri yuan, kana $1.40 kusvika $2.75.Izvozvo's nekuti Luckin inopa zvinorema zvideredzwa uye zvinopihwa.Zvichakadaro, kapu yekofi kubva kuStarbucks inotengeswa pa30 yuan kana kupfuura-kuti'inenge 4.10 $.
Luckin akawana kukwezva kwemusika mukuru.Mutengo wakachenjera, wakatosiyaniswa kubva kuStarbucks.Hunhu hungwaru, it'Zvichiri nani, zvichienzaniswa neakawanda emhando dzakaderera.
Nguva pfupi yadarika, kambani iyi yakatanga chinwiwa chitsva naKweichow Moutai, mugadziri wedoro wekuChina ane mukurumbira nekuda kwayo.“bajiu”kana doro jena rinogadzirwa nesadza remupunga.
Luckin akati yakatengesa 5.42 miriyoni Moutai-yakapinzwa doro-latte pazuva rekutanga kwayo.
Zvimwe zvinorova nemusika weChinese zvinosanganisira brown sugar boba latte, pamwe ne cheese latte uye coconut latte.
Luckin Kofi yakaita basa rakakosha mukudzika musika wekofi muChina nekuunza zvigadzirwa zvaizoenderana nemutengi weChina.
Mumakore achangopfuura, tsika yekofi yeChina yakakurumidza kukura, uye nhamba huru yevechidiki yakatanga kuda kofi yakagadzirwa kumba.Maitiro aya akonzera kuwanda kwekudiwa kwebhinzi dzekofi dzemhando yepamusoro, izvo zvaita kuti Luckin Kofi neStarbucks vatange mabhegi ebhinzi ekofi ega ega kuti vatengi vasarudze uye vazvivakire mhando dzavo.Panguva imwecheteyo, kurongedza kuri kuwedzera kukosha muindasitiri yekofi.Yakagadzirwa zvakanaka kurongedza kofi haingowedzere kuzivikanwa kwemhando chete asiwo inoita basa rakakosha mukuvaka ruzivo rwemhando.
Luckin Kofi'kukurumidza kusimuka mumusika wekofi yeChinese kunoshamisa.Iyo kambani nzira yekuvandudza yekurongedza yakabatsira mukubudirira kwayo, ichiibvumira kudarika hofori yakamira kwenguva refu Starbucks.Nekunzwisisa kukosha kwekurongedza muindasitiri yekofi, Luckin Kofi inokwanisa kunyatso kusiyanisa uye kutora kutarisisa kwevatengi.
Chimwe chezvinhu zvakakosha muLuckin Kofi'Kubudirira muChina ndiko kushandisa kwayo hurongwa hwekurongedza kusimudzira kuzivikanwa kwemhando.Kofi yekurongedza yekambani haingo taridzike chete asiwo inopa pfungwa yemhando uye kuoma.Kushandiswa kwezvinhu zvemhando yepamusoro, dhizaini uye kutarisisa kune zvakadzama zvakabatsira Luckin Kofi kuzvimisa seyechizvino fashoni brand inoenderana nezvinodiwa neruzhinji chidiki.
Pamusoro pekusimudzira ruzivo rwemhando, Luckin Kofi inoshandisawo kurongedza kuvaka ruzivo rwemhando.Iyo kambani yakasarudzika yekurongedza dhizaini, ine logo yayo uye brand zvinhu, inobatsira kuwedzera kuziva kwevatengi uye kuzivikanwa.Kuburikidza nekurongedza kwakanyatsogadzirwa, Luckin Kofi inoburitsa zvinobudirira chimiro chayo uye hunhu, ichisimbisa pesvedzero yakasimba mumusika wekofi une makwikwi.
Uyezve, Luckin Kofi's innovative packaging inogonesa iyo brand kugadzira yakasarudzika uye isingakanganwike mutengi ruzivo.Iyo kambani yakabatanidza zvinhu zvinodyidzana uye zvinobata zvinhu mupakeji yayo, senge QR makodhi anopa zvega zvemukati kana ruzivo rwekusimudzira.Nekubatanidza tekinoroji uye kutaura nyaya mukurongedzerwa kwayo, Luckin Kofi yakabudirira kugadzira yakawedzera kunyudza uye yakasarudzika ruzivo kune vatengi, ichizvimisa yega kubva kune yechinyakare makofi brand.
Kusiyana neizvi, Starbucks, kunyangwe mutungamiri wepasi rose muindasitiri yekofi, anotarisana nematambudziko mukugadzirisa hurongwa hwayo hwekurongedza kune shanduko yezvinodiwa nevatengi veChinese.Maitiro echinyakare ekambani ekurongedza, anoratidzwa neayo siginecha yakasvibira branding uye emhando yepamusoro dhizaini, yanetsa kuenderana nekuchinja kuri kuita vechidiki veChina.Nekuda kweizvozvo, Starbucks yakafukidzwa naLuckin Kofi, iyo yakanyatso shandisa simba rekuvandudza kurongedza kubatanidza nechizvarwa chitsva chevanoda kofi.
Luckin Kofi's kubudirira mukupfuura Starbucks muChina kunoratidza kukosha kuri kukura kwekurongedza muindasitiri yekofi.Sezvo vechidiki vazhinji vanotanga kubika kofi kumba uye kutsvaga bhinzi dzekofi dzekutanga, basa rekurongedza mukugadzira maonero emhando uye kutyaira kubatanidzwa kwevatengi rinowedzera kukosha.Mabhureki anocherekedza kukanganisa kwekurongedza uye kugadzirisa maitiro avo ekuchinja zvinodiwa nevatengi anomira kuti awane mukana wekukwikwidza mumusika wekofi une simba.
Kuenderera mberi, pesvedzero yekurongedza pakubudirira kwemhando dzekofi inotarisirwa kuramba ichikura.Sezvo kudiwa kwezviitiko zvekofi yepamusoro-soro kuri kuramba kuchikura, kurongedza kucharamba kuri chinhu chakakosha chemhando yekuzvisiyanisa, kutaurirana maitiro avo uye kusiya fungidziro isingaperi kune vatengi.Nekutora nzira dzekurongedza dzinoenderana nezvinodiwa nezvizvarwa zvidiki, mhando dzekofi dzinogona kuenderera mberi nekukura uye kukosha mumusika weChinese uri kubuda.
Zvese mune zvese, Luckin Kofi yakapfuura Starbucks kuti itore nzvimbo yepamusoro mumusika wekofi weChinese, tichitenda muchikamu chekushandisa kwayo kwehunyanzvi hwekurongedza.Nekusimudzira kurongedza kusimudzira kuzivikanwa kwemhando, kuvaka ruzivo uye kugadzira yakasarudzika yevatengi ruzivo, Luckin Kofi yakabudirira kubata kutarisisa uye kuvimbika kwevatengi veChinese.Sezvo indasitiri yekofi iri kuramba ichishanduka, kukosha kwekurongedza mukugadzira budiriro yemhando uye kubatanidzwa kwevatengi hakugone kuwedzeredzwa, zvichiita kuti ive chinhu chakakosha chekuti ma brand afunge kana achitsvaga hutungamiriri hwemusika.
Isu tiri vagadziri vane hunyanzvi mukugadzira mabhegi ekurongedza ekofi kweanopfuura makore makumi maviri.Isu tave mumwe wevagadziri vakuru vekofi bag muChina.
Isu tinoshandisa yakanakisa mhando WIPF mavharuvhu kubva kuSwitzerland kuchengetedza kofi yako nyowani.
Isu takagadzira mabhegi e-eco-hushamwari, senge mabhegi anogona compostable uye mabhegi anodzokororwa, uye ichangoburwa yakaunzwa PCR zvinhu.
Ndidzo dzakanakisa sarudzo dzekutsiva akajairwa epurasitiki mabhegi.
Yakanamatira kabhuku yedu, ndapota titumirei rudzi rwebhegi, zvinhu, ukuru uye huwandu hwaunoda.Saka tinogona kutaura iwe.
Nguva yekutumira: Mar-28-2024
