I-Luckin Coffee igqithe njani i-Starbucks e-China ngokupakishwa okutsha???
Ingxilimbela yekofu yaseTshayina uLuckin Coffee ibethe i-10,000 yeevenkile e-China kulo nyaka uphelileyo, yodlula i-Starbucks njengelona shishini likhulu lekofu elizweni emva kolwando olukhawulezileyo kwilizwe lonke kulo nyaka.
Yasekwa ngo-2017, iLuckin Coffee yagqabhuka kwindawo yekofu yaseTshayina ukuze icele umngeni kwi-Starbucks ngokusebenzisa iinketho zekofu ezifikelelekayo kunye nokuodola ngeselfowuni.I-China yi-Starbucks'imarike yesibini ngobukhulu emva kwe-US
Ukwandiswa okunamandla
Kwikota ephele nge-30 kaJuni, uLuckin Coffee wavula iivenkile ezintsha ze-1,485, i-avareji yeevenkile ezintsha ze-16.5 yonke imihla.Kwiivenkile ezili-10,829 eTshayina, ezingama-7,181 zisebenza ngokwazo kwaye ezingama-3,648 ziivenkile zentsebenziswano, ngokutsho kwenkampani.'s umbhalo womvuzo.
Ikhonkco yekofu yaseTshayina yanda ukuya eSingapore ngoMatshi kwi-foay yayo yokuqala yamazwe ngamazwe kwaye ivule iivenkile ezili-14 kwisixeko-karhulumente ukuza kuthi ga ngoku, ngokutsho kwetshekhi ye-CNBC.
I-Luckin yakwazi ukwandisa ngokukhawuleza ngenxa yemodeli yayo yokusebenza-ezibandakanya iivenkile ezisebenza ngokwazo kunye neefranchise.
Okwangoku, i-Starbucks'Iivenkile kwihlabathi jikelele zezenkampani kwaye ikhonkco yekofu yaseMelika ayisebenzi ngokuthengisa, ngokwewebhusayithi yayo.Endaweni yoko, ithengisa iilayisensi zokusebenza.
IFranchising ivula ukukhula okukhawulezayo kuba awufuni'kufuneka ndibeke eso sixa semali eyinkunzi.Kungenjalo uya kuhlala uthintelwa ekukhuleni.
Isibheno semarike yobuninzi
I-Luckin kunye ne-Starbucks zineendlela ezahlukeneyo zokubeka amaxabiso.
Ikomityi yekofu evela kwi-Luckin ixabisa i-yuan eyi-10 ukuya kwi-20, okanye malunga ne-$ 1.40 ukuya kwi-$ 2.75.Oko's kuba uLuckin unikezela ngezaphulelo ezinzima kunye nezibonelelo.Okwangoku, ikomityi yekofu evela kwi-Starbucks ixabisa i-yuan engama-30 okanye ngaphezulu-ukuba's ubuncinane $4,10.
U-Luckin ufumene isibheno semarike enkulu.Ixabiso lobulumko, sele yahluliwe kwi-Starbucks.Ubulumko bomgangatho, it'kusengcono, xa kuthelekiswa nobuninzi beempawu ezisezantsi.
Kutshanje, inkampani yazisa isiselo esitsha kunye noKweichow Moutai, umenzi wotywala waseTshayina owaziwa ngokuba“baijiu”okanye utywala obumhlophe obenziwe ngeenkozo zerayisi.
U-Luckin uthe uthengise i-5.42 yezigidi ze-lattes ezifakwe ngotywala ze-Moutai ngosuku lokuqala lokusungulwa kwayo.
Ezinye izinto ezibethayo kwimarike yaseTshayina ziquka i-boba latte yeswekile emdaka, kunye ne-cheese latte kunye ne-coconut latte.
I-Luckin Coffee idlale indima ebalulekileyo ekuzinziseni imakethi yekofu e-China ngokuzisa iimveliso ezinokufanela umthengi waseTshayina.
Kwiminyaka yakutshanje, inkcubeko yekofu yaseTshayina iye yaphuhliswa ngokukhawuleza, kwaye inani elikhulu labantu abatsha baye baqala ukuthanda ikofu eyenziwe ekhaya.Lo mkhwa ukhokelele ekunyukeni kwemfuno yeembotyi zekofu ezikumgangatho ophezulu, oko kubangele ukuba i-Luckin Coffee kunye ne-Starbucks bakhuphele iibhegi zabucala zeembotyi zekofu ukuze abathengi bazikhethele kwaye bazakhele iibrendi zabo.Kwangaxeshanye, ukupakishwa kuya kuba kubaluleke kakhulu kwishishini lekofu.Ukupakishwa kwekofu eyilwe kakuhle ayiphuculi kuphela ukuqondwa kwebrendi kodwa idlala indima ebalulekileyo ekwakheni ulwazi lohlobo.
Luckin ikofu's ukunyuka ngokukhawuleza kwimarike yekofu yaseTshayina kuyaphawuleka.Indlela entsha yenkampani yokupakisha ibe luncedo kwimpumelelo yayo, ukuyivumela ukuba yodlule i-Starbucks ekudala ikho.Ngokuqonda ukubaluleka kokupakishwa kwishishini lekofu, uLuckin Coffee uyakwazi ukwahlula ngokufanelekileyo kwaye ubambe ingqalelo yabathengi.
Enye yezinto eziphambili kwiLuckin Coffee's impumelelo e-China kukusebenzisa kwayo ngobuchule ukupakisha ukwandisa ukuqondwa kwebrendi.Ipakethe yekofu yenkampani ayikhangeli nje ngokubonakalayo kodwa ikwadlulisela imvakalelo yomgangatho kunye nobugocigoci.Ukusetyenziswa kwemathiriyeli ekumgangatho ophezulu, uyilo lwesitayile kunye nokuthathela ingqalelo kwiinkcukacha kuye kwanceda uLuckin Coffee ukuba azibeke njengophawu lwefashoni yanamhlanje ehambelana nezinto ezikhethwa ngabantu abancinci.
Ukongeza ekwandiseni ulwazi lwebrendi, uLuckin Coffee ukwasebenzisa ukupakishwa ukwakha ulwazi lohlobo.Uyilo lokupakisha olukhethekileyo lwenkampani, olunelogo kunye neempawu zebhrendi, lunceda ukwandisa ulwazi lwabathengi kunye nokuqondwa.Ngokupakishwa okuyilwe ngononophelo, iLuckin Coffee igqithisa ngokufanelekileyo umfanekiso wayo webrand kunye neenqobo ezisemgangathweni, iseka impembelelo enamandla kwimarike yekofu ekhuphisana kakhulu.
Ukongeza, uLuckin Coffee's ukupakishwa okutsha kwenza uphawu ludale amava omthengi awodwa kwaye akhumbuleke.Inkampani ifake izinto ezisebenzisanayo kunye neempawu ezibandakanyekayo kwipakethe yayo, njengeekhowudi ze-QR ezibonelela ngomxholo okhethekileyo okanye ulwazi lokuthengisa.Ngokudibanisa itekhnoloji kunye nokubaliswa kwamabali kwipakethe yayo, uLuckin Coffee wenze ngempumelelo amava antywilayo kunye nawenzelwe abathengi, ukuzibeka ngokwahlukileyo kwiibrendi zekofu zemveli.
Ngokwahlukileyo, i-Starbucks, nangona inkokeli yehlabathi jikelele kwishishini lekofu, ijongene nemingeni yokulungelelanisa isicwangciso sayo sokupakisha kwizinto ezikhethwayo eziguqukayo zabathengi baseTshayina.Indlela yemveli yokupakisha yenkampani, ephawulwa ngophawu lwayo oluluhlaza kunye noyilo lwakudala, iye yasokola ukuhambelana nokutshintsha kwezinto zolutsha lwaseTshayina.Ngenxa yoko, i-Starbucks yagutyungelwa nguLuckin Coffee, eyasebenzisa ngokufanelekileyo amandla okupakisha okutsha ukudibanisa nesizukulwana esitsha sabathandi bekofu.
Luckin ikofu'impumelelo s ukugqwesa Starbucks e China ibonisa ukubaluleka ekhulayo ukupakishwa kushishino ikofu.Njengoko uninzi lwabantu abancinci luqala ukwenza ikofu ekhaya kwaye lufuna iimbotyi zekofu zeprimiyamu, indima yokupakishwa ekubumbeni imbonakalo yohlobo kunye nokuqhuba ukuzibandakanya kwabathengi iba yinto ebaluleke kakhulu.Iimveliso eziqaphela impembelelo yokupakishwa kunye nokulungelelanisa izicwangciso zabo ekutshintsheni izinto ezikhethwa ngabathengi zimele ukufumana inzuzo yokukhuphisana kwimarike yekofu eguquguqukayo.
Ukuqhubela phambili, impembelelo yokupakishwa kwimpumelelo yeemveliso zekofu kulindeleke ukuba iqhubeke ikhula.Njengoko imfuno yamava ekofu ekumgangatho ophezulu iqhubeka ikhula, ukupakishwa kuya kuhlala kusisixhobo esiphambili kwiimpawu zokuzahlula, ukunxibelelana namaxabiso abo kwaye ushiye uluvo oluhlala luhleli kubathengi.Ngokwamkela iindlela ezintsha zokupakisha ezihambelana nezinto ezikhethwa ngabantu abancinci, iimveliso zekofu zinokufikelela ekukhuleni okuqhubekayo kunye nokubaluleka kwimarike yaseTshayina eguqukayo.
Lilonke, i-Luckin Coffee igqithise i-Starbucks ukuze ithathe indawo ephezulu kwimakethi yekofu yaseTshayina, enkosi ngokuyinxenye kubuchule bayo bokusebenzisa ukupakisha okutsha.Ngokusebenzisa ukupakishwa kokunyusa ukuqondwa kophawu, ukwakha ulwazi kunye nokudala amava omthengi awodwa, uLuckin Coffee uye wathimba ngempumelelo ingqalelo kunye nokunyaniseka kwabathengi baseTshayina.Njengoko ishishini lekofu liqhubeka nokuguquka, ukubaluleka kokupakishwa ekubumbeni impumelelo ye-brand kunye nokuzibandakanya kwabathengi akunakugqithiswa, okwenza kube yinto ephambili kwiimpawu zokuqwalaselwa xa zilandela ubunkokeli beemarike.
Singumvelisi okhethekileyo ekuveliseni iingxowa zokupakisha zekofu ngaphezu kweminyaka engama-20.Siye saba ngomnye wabenzi bebhegi yekofu enkulu eTshayina.
Sisebenzisa iivalvu ze-WIPF ezisemgangathweni ezisuka eSwitzerland ukugcina ikofu yakho intsha.
Siphuhlise iibhegi ezilungele ukuphilisana kwendalo, ezifana neebhegi ezivundisiweyo kunye neengxowa ezinokuphinda zisetyenziswe, kunye nemathiriyeli yePCR yamva nje eyaziswayo.
Zizona zikhetho ezingcono zokutshintsha iingxowa zeplastiki eziqhelekileyo.
Iqhotyoshelwe kwikhathalogu yethu, nceda usithumelele uhlobo lwebhegi, izinto eziphathekayo, ubungakanani kunye nobuninzi obufunayo.Ngoko sinokukucaphula.
Ixesha lokuposa: Mar-28-2024
