I-Lunin Coffee yedlula yonke i-Starbucks eChina ngokusebenzisa amaphakheji amasha ???
I-Chinese Coffee Giant LuckIn Coffee hit 10,000 izitolo eChina ngonyaka odlule, edlula ama-Starbucks njengophawu olukhulu lwekhofi ezweni elilandela ukwanda okusheshayo ezweni lonke.
Yasungulwa ngonyaka we-2017, i-Luckin Coffee yaqhuma esigcawini sekhofi yaseChinese ukuphonsela inselelo inkanyezi ngokusebenzisa izinketho zekhofi ezingabizi kanye nokuhleleka kweselula. I-China yi-Starbucks'imakethe yesibili ngobukhulu ngemuva kwe-US
Ukwanda okunolaka
Kwikota yaphela ngoJuni 30, i-Luckin Coffee yavula izitolo ezintsha ezingama-1,485, i-16.5 izitolo ezintsha nsuku zonke. Ezitolo eziyi-10,829 eChina, ama-7,181 azimele futhi angu-3,648 ezitolo zobambiswano, ngokuya ngenkampani's transcrings etholwayo.
Iketanga lekhofi laseChinese linwetshwe eSingapore ngoMashi e-Foray yalo yokuqala yamazwe omhlaba futhi ivule izitolo eziyi-14 eCity-State kuze kube manje, ngokuya ngesheke le-CNBC.
I-Luckin yakwazi ukwandisa ngokushesha okukhulu ngenxa yemodeli yayo yokusebenza-okubandakanya izitolo ezizimele kanye nama-franchise.
Okwamanje, ama-Starbucks'Izitolo emhlabeni wonke ziphethwe yinkampani futhi i-American Coffee Chain ayisebenzi kahle imisebenzi, ngokuya ngewebhusayithi yayo. Esikhundleni salokho, ithengisa amalayisense okusebenza.
I-Franchising ivule ukukhula okusheshayo kakhulu ngoba awunikezi'kufanele ubeke leyo mali enhlokodolobha. Ngaphandle kwalokho uzohlala ukhawulelwe ekukhuleni.
Isikhalazo Mana Market
I-Luckin nase-Starbucks inamasu ahlukile wamanani.
Inkomishi yekofi kusuka ku-Luckin ibiza ama-10 kuye ku-20 yuan, noma cishe ama- $ 1.40 kuya ku- $ 2.75. Leyo'Ngoba i-Luckin inikezela ngezaphulelo ezisindayo nokunikezwayo. Okwamanje, inkomishi yekhofi evela kuma-Starbucks inentengo ngo-30 yuan noma ngaphezulu-leyo'okungenani $ 4.10.
I-Lunin yathola isikhalo semakethe yeMass. Intengo Ehlakaniphile, sekuvele kuhlukaniswe kusuka kuma-Starbucks. Ikhwalithi ehlakaniphile, yona'Kusengcono, kuqhathaniswa nemikhiqizo eminingi ephansi.
Muva nje, le nkampani yaqala isiphuzo esisha esineKweichow Moutai, umenzi wotshwala waseChina owayedumile"Baijiu"noma utshwala obumhlophe owenziwe ngohlamvu lwelayisi.
U-Luckin uthe uthengise ama-leartes angama-5.42 million Moutai otshwala ngosuku lokuqala lokwethulwa kwalo.
Amanye ama-hits asendaweni anemakethe yaseChina afaka ushukela onsundu we-boba latte, kanye noshizi we-latte kanye ne-coconut latte.
I-Luckin Coffee idlale indima ebalulekile ekujuleni kwemakethe yekhofi eChina ngokwazisa imikhiqizo evumelana nekhasimende laseChina.
Eminyakeni yamuva nje, isiko lekhofi laseChina liye lathuthuka ngokushesha, futhi inani elikhulu lentsha seliqale ukuthanda ikhofi eyenziwe ekhaya. Lo mkhuba uholele ekuguqukeni kwesidingo sikabhontshisi wekhofi osezingeni eliphakeme, okwenza bobabili i-Luckin Coffee kanye ne-Starbucks ukwethula izikhwama zelebula lekhofi likabhontshisi wekhofi wamakhasimende ukuze ukhethe futhi wakhe imikhiqizo yazo. Ngasikhathi sinye, ukupakishwa kuya ngokuya kubaluleke kakhulu embonini yekhofi. Ukupakishwa kwekhofi okwenzelwe kahle hhayi kuphela kuthuthukisa ukuqashelwa komkhiqizo kepha futhi kudlala indima ebalulekile ekwakheni ukuqwashisa ngomkhiqizo.
I-Luckin Coffee'Ukukhuphuka okusheshayo emakethe yekhofi yaseChina kuyamangalisa. Indlela yokuqamba yenkampani yokupakisha ibe nesandla empumelelweni yayo, isivumela ukuba idlulise izinkanyezi ezinkulu ezivelele. Ngokuqonda ukubaluleka kokupakishwa embonini yekhofi, i-Luckin Coffee iyakwazi ukuhlukanisa ngempumelelo futhi ibambe izitho abathengi.
Enye yezinto ezibalulekile eLunin Coffee'Impumelelo ye-C China ukusetshenziswa kwamasu kwalo okufakwayo ukuthuthukisa ukuqashelwa komkhiqizo. Ukupakishwa kwekhofi yenkampani akukukhanga ngombono obonakalayo kodwa futhi kudlulisela umuzwa wekhwalithi kanye nokuzikhandla. Ukusetshenziswa kwezinto ezisezingeni eliphakeme, ukwakheka okuhle nokunaka imininingwane sekuze kwasiza nge-Luckin coffee isikhundla uqobo njengohlobo lwesimanje lwemfashini olusebenza ngokuthanda kwesixuku esisencane.
Ngaphezu kokuthuthukisa ukuqwashisa ngomkhiqizo, i-Luckin Coffee nayo isebenzisa ukupakishwa ukwakha ukuqwashisa ngomkhiqizo. Idizayini yenkampani eyingqayizivele yenkampani, ene-logo yayo kanye nezinto zayo zomkhiqizo, isiza ukukhulisa ukuqwashisa kanye nokuqashelwa kwabathengi. Ngokuphaphama okuklanywe ngokucophelela, i-Luckin Coffee ngokucophelela idlulisela isithombe sayo kanye namagugu akhona, isungula ithonya elinamandla emakethe yekhofi yokuncintisana kakhulu.
Ngokwengeziwe, i-Luckin Coffee'Ukuphangwa okusha kunika amandla uhlobo ukudala isipiliyoni samakhasimende esiyingqayizivele nesikhumbulekayo. Inkampani ifake izinto ezisebenzayo kanye nezici ezibandakanya ukufakwa kwayo, njengamakhodi we-QR anikeza okuqukethwe okukhethekile noma imininingwane yokuphromotha. Ngokuhlanganisa ubuchwepheshe kanye nokuxoxa ngezindaba ekuphaketheni kwayo, i-Luckin Coffee idala ngempumelelo isipiliyoni esithe xaxa samakhasimende, sizibeka ngaphandle kwemikhiqizo yekhofi yendabuko.
Ngokuphambene nalokho, ama-starbucks, yize umholi womhlaba wonke embonini yekhofi, abhekene nezinselelo ekuvumelaniseni isu lalo lokupakisha ekukhetheni okuthandwa ngabathengi baseShayina. Indlela yendabuko yenkampani yokupakisha, ebonakala ngokusayina kwayo okuluhlaza okotshani kanye nemiklamo yakudala, iye yalwa nokuhlanganisa nokunambitheka okuguqukayo kwentsha yaseChina. Ngenxa yalokhu, ama-starbucks ayeshiswe yi-Luckin Coffee, ehlanganisa amandla amandla okufaka amaphakethe amasha okuxhuma nesizukulwane esisha sabathandi bekofi.
I-Luckin Coffee'Impumelelo ye-S Starbucks edlulele eChina ikhombisa ukubaluleka okukhulayo kokupakisha embonini yekhofi. Njengoba iningi lentsha liqala ukwenza ikofi ekhaya bese lifuna ubhontshisi wekhofi we-premium, indima yokupakishwa ekubumbeni umkhiqizo wokubumba kanye nokuzibandakanya kwabathengi kuya ngokuya kubaluleke kakhulu. Brands ebona umthelela wokupakisha futhi uvumelanise amasu abo ekushintsheni izintandokazi zomthengi ukuma ukuze uthole inzuzo yokuncintisana emakethe yekhofi enamandla.
Ukuya phambili, ithonya lokupakisha empumelelweni yemikhiqizo yeKhofi kulindeleke ukuthi iqhubeke nokukhula. Njengoba ukufunwa kokuhlangenwe nakho kwekhofi esezingeni eliphezulu kuyaqhubeka ukukhula, ukupakisha kuzohlala kuyithuluzi elibalulekile lemikhiqizo ukuzehlukanise, xhumana namanani azo bese ushiya umbono ohlala njalo kubathengi. Ngokwamukela amasu wokufaka amakhono avumelanisa nezintandokazi zezizukulwane ezisencane, izinhlobo zekhofi zingafinyelela ukukhula okuqhubekayo nokuhambisana nasemakethe yaseChina evelayo.
Sonke, i-Luckin Coffee yahlula ama-starbucks ukuthatha indawo ephezulu emakethe yekhofi yamaShayina, ngiyabonga ngokwengxenye yayo ekusetshenzisweni kwamasu. Ngokupakisha okufakwayo ukuqinisa ukuqashelwa komkhiqizo, wakhe ukuqwashisa futhi wakhe isipiliyoni samakhasimende esiyingqayizivele, i-Luckin Coffee isithathile ngempumelelo ukunakwa kanye nokwethembeka kwabathengi baseShayina. Njengoba imboni yekhofi iqhubeka nokuvela, ukubaluleka kokupakisha ekubumbeni impumelelo yomkhiqizo nokuzibandakanya kwabathengi akunakweqiwa ngokweqile, okwenza kube yinto ebalulekile yemikhiqizo okufanele uyicabangele lapho uphishekela ubuholi bemakethe.
Singumkhiqizi ogxile ekukhiqizeni izikhwama zokufaka ikhofi iminyaka engaphezu kwengu-20. Sibe ngomunye wabakhiqizi bekhofi amakhulu kunabo bonke eChina.
Sisebenzisa ama-wipf ama-wipf amahle kakhulu asuka eSwitzerland ukugcina ikhofi lakho lisha.
Sithuthukise izikhwama ze-eco-friendly, njengezikhwama ezikhohlisayo kanye nezikhwama eziphindaphindekayo, kanye nezinto zokwethulwa zakamuva ze-PCR.
Ziyizinketho ezinhle kakhulu zokufaka esikhundleni sezikhwama zepulasitiki ezijwayelekile.
Kunamathiselwe ikhathalogi yethu, sicela usithumele uhlobo lwesikhwama, impahla, usayizi nenani olidingayo. Ngakho-ke singakucaphuca.
Isikhathi sePosi: Mar-28-2024
