4.1.4

'108537'

'20'

'在擔心“新零售”大潮？看看星巴克、迪士尼、麥當勞怎麼應對！'

'/uploads/allimg/170828/3-1FRQ1041T09.jpg'

'擔心,新零售,大潮,看看,巴克,迪士尼,麥當勞,怎麼,應對,'

'專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style ) 口述｜方寶慶（上海交通大學海外教育學院副院長） 整理｜高雲鳳 五年前， Frank 來中國，我們約在星巴克店裏喝咖啡，他早到了 15 分鐘，見面後他驚奇的告訴我說： Paul ，這邊的星巴克跟紐約完全不一'

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'2017-08-28 10:58:42'

'2017-08-28 11:05:13'

'107768'

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'<p>
	<span style="font-size:16px;"><img alt="" oldsrc="http://www.p5w.net/weyt/201708/W020170828345693050293.jpg" src="/uploads/allimg/170828/3-1FRQ10123135.jpg" style="width: 600px; height: 398px;" /></span><br />
	<span style="color: rgb(62, 62, 62); font-family: 微軟雅黑, 黑體, Arial; font-size: 14px;">專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style )</span></p>
<p>
	<span style="font-size:16px;">　　口述｜方寶慶（上海交通大學海外教育學院副院長）</span></p>
<p>
	<span style="font-size:16px;">　　整理｜高雲鳳</span></p>
<p>
	<span style="font-size:16px;">　　五年前， Frank 來中國，我們約在星巴克店裏喝咖啡，他早到了 15 分鐘，見面後他驚奇的告訴我說：&ldquo; Paul ，這邊的星巴克跟紐約完全不一樣！&rdquo;我以爲他說的是價格，不是，他發現老外喝咖啡，是穿着破牛仔褲背個揹包，而中國呢，都是穿着高跟鞋、超短裙，西裝筆挺，手上不是 Iphone 就是 Ipad ，一個比一個有錢。</span></p>
<p>
	<span style="font-size:16px;">　　五年前星巴克在中國的確如此，你會看到中國人在這兒說話必須夾雜着英文，什麼晚上要參加個Party，過幾天要參加個 Meeting ，在裏面大家看的書學的習的都是英文、法文、德文、日文、韓文。而現在你去看，裏面學的都是中文、寫的都成了漢字。</span></p>
<p>
	<span style="font-size:16px;">　　這說明什麼？如今的中文變成了世界第二大語言，甚至會超越英語，變成第一大語言，中國變成了全世界最大的市場，跟之前已經完全不同。星巴克準備明年要在美國挑戰麥當勞，成爲全世界第一大餐飲品牌，而市場排名第二的中國，北京門店就已經有 276 家，上海 581 家，這個數字放到整個臺北來說也只有 260 家。</span></p>
<p>
	<span style="font-size:16px;">　　我從臺灣來到大陸有 27 年，中國市場的競爭變化讓我震撼。 3 個月的時間， 8 個城市就能開出 13 種無人超市，亞馬遜連中國都還沒進呢，這裏的仿冒者已經大有人在了。再看看盒馬鮮生、淘咖啡，這些馬雲開的無人超市，連他也在從線上在往線下轉，如今的馬雲不光是肯德基、必勝客、小肥羊的董事會主席，也是上海華聯超市的第二大股東。</span></p>
<p>
	<span style="font-size:16px;">　　<img alt="" oldsrc="http://www.p5w.net/weyt/201708/W020170828345693063238.jpg" src="/uploads/allimg/170828/3-1FRQ1020Sb.jpg" style="width: 600px; height: 366px;" /></span></p>
<p>
	<span style="font-size:16px;">　　無人便利店一夜間遍地開花</span></p>
<p>
	<span style="font-size:16px;">　　可怕嗎？全世界最大的競爭市場不在別處，在中國。</span></p>
<p>
	<span style="font-size:16px;">　　體驗式商業不斷升級</span></p>
<p>
	<span style="font-size:16px;">　　亞馬遜已經到了無人導購，無人收銀直接出廠的地步，臺北最出名的叫上引水產，上海最有名的是盒馬鮮生，上海 11 家，北京 2 家，深圳 1 家，連我都要 1 禮拜喫一次，因爲喫小龍蝦我看不到它怎麼出來的，但看到活海鮮直接放到鍋裏我會覺得放心。</span></p>
<p>
	<span style="font-size:16px;">　　所以市場變了，餐飲需要不斷的新品研發，這個市場太現實，蛋撻在臺灣能活 1 年，在上海活不過 3 個月，甜甜圈世界 6 大品牌在上海幾乎全部陣亡，他們賣個啥東西，上海的&ldquo;蘋果園&rdquo;馬上就會做一個一樣的，賣 3 塊 5 ，立馬把你打死。法國最有名的馬卡龍品牌，到目前爲止不敢進中國北京上海，他老闆跟我說，自己在香港銅鑼灣的馬卡龍有 12 種顏色，入口即化很好喫。我說，我有個學生叫宜芝多，它的馬卡龍有 256 種顏色，沒你那麼好喫，但只賣 16 塊。</span></p>
<p>
	<span style="font-size:16px;">　　<img alt="" oldsrc="http://www.p5w.net/weyt/201708/W020170828345693087165.jpg" src="/uploads/allimg/170828/3-1FRQ1025LA.jpg" style="width: 600px; height: 344px;" /></span></p>
<p>
	<span style="font-size:16px;">　　法國馬卡龍 vs 宜芝多</span></p>
<p>
	<span style="font-size:16px;">　　他聽完就不敢進（中國）了。</span></p>
<p>
	<span style="font-size:16px;">　　所以我的意思是，中國的 IP 知識產權沒有保障，這是一個仿冒大國，也代表你要不斷的研發、更新、迭代，這是一個老外看不懂的市場，我以 27 年在祖國大陸的經驗跟你說，任何事情在中國都能仿冒和抄襲。</span></p>
<p>
	<span style="font-size:16px;">　　所以怎麼辦？商品有形，但服務無形，體驗必須做好。消費者爲什麼會二次上門？我現在正在做迪士尼的指導，他們現在的重點課是什麼：二次消費。餐廳最重要的是重度消費，第二次、第三次、重複上門，而不能總是新客人，而餐飲作爲體驗式消費的代表尤甚。</span></p>
<p>
	<span style="font-size:16px;">　　擁有消費者就擁有生意</span></p>
<p>
	<span style="font-size:16px;">　　在農業時代，想擁有財富你得拼土地，工業時代你得拼設備，信息時代你得拼終端市場，而新零售時代，你拼的得是消費者。連我這樣 54 歲的人，也不得不每週進一次電影院，不得不瞭解《三生三世十里桃花》、《花千骨》、《小時代》，因爲它們代表着年輕人的口味，代表着商業方向，我們已經不能用自己的年齡去看待現在的商業對象了。</span></p>
<p>
	<span style="font-size:16px;">　　<img alt="" oldsrc="http://www.p5w.net/weyt/201708/W020170828345693103813.jpg" src="/uploads/allimg/170828/3-1FRQ1031U11.jpg" style="width: 600px; height: 375px;" /></span></p>
<p>
	<span style="font-size:16px;">　　三生三世十里桃花，你看了嗎？</span></p>
<p>
	<span style="font-size:16px;">　　麥當勞的兒童戰略</span></p>
<p>
	<span style="font-size:16px;">　　上個月我在江蘇省孕嬰童協會開了個培訓班，現場在座35個老闆，店最少的是 300 家、最多 700 家，營業額全部超 12 億。我說你們現場坐的，都算不上是專業的孕嬰童服務，爲什麼？因爲你連最基本的動作都不會，於是我現場做了這個動作&mdash;&mdash;蹲下來。</span></p>
<p>
	<span style="font-size:16px;">　　爲什麼要蹲下來？爲了跟小孩平高。你去找哪一個營業系統，不管是餐廳還是其他服務業，面對小朋友，有誰真正懂得蹲下來跟小朋友說話？</span></p>
<p>
	<span style="font-size:16px;">　　<img alt="" oldsrc="http://www.p5w.net/weyt/201708/W020170828345693110500.jpg" src="/uploads/allimg/170828/3-1FRQ10341361.jpg" style="width: 600px; height: 406px;" /></span></p>
<p>
	<span style="font-size:16px;">　　做大人的生意，得先闖入孩子的心</span></p>
<p>
	<span style="font-size:16px;">　　麥當勞懂得這樣做，這裏的阿姨入職第一件工作，就是用這種辦法來&ldquo;忽悠&rdquo;小朋友。蹲下來跟小朋友握個小手、摸摸頭，誇一句：弟弟（妹妹）長得好可愛（漂亮）！還要面帶微笑。然後你再給他個小禮物。吊她胃口，再帶他去後面的兒童樂園玩。這個肢體語言，屬於兒童心理學中的&ldquo;兒童戰略&rdquo;，而這一系列完整動作，叫做&ldquo;親善服務戰略&rdquo;。</span></p>
<p>
	<span style="font-size:16px;">　　所以說餐飲業不能光有成人戰略，還得有兒童。看似你說給了小孩聽，其實看在眼裏的是大人。</span></p>
<p>
	<span style="font-size:16px;">　　星巴克：咖啡體驗比咖啡豆更重要</span></p>
<p>
	<span style="font-size:16px;">　　爲什麼 Costa 和太平洋咖啡追不上星巴克？因爲它不光賣咖啡，還賣咖啡體驗。前兩天我剛剛批評了我的學生 85&deg;C ，它也要在店裏賣咖啡，但麪包房賣咖啡全部是鋥亮的燈光，哪有一點咖啡情調？</span></p>
<p>
	<span style="font-size:16px;">　　<img alt="" oldsrc="http://www.p5w.net/weyt/201708/W020170828345693134175.jpg" src="/uploads/allimg/170828/3-1FRQ1041T09.jpg" style="width: 550px; height: 367px;" /></span></p>
<p>
	<span style="font-size:16px;">　　同樣是咖啡，你爲什麼會去星巴克喝？</span></p>
<p>
	<span style="font-size:16px;">　　星巴克的咖啡情調是黑色的，咖啡色與 Logo 綠色的混搭，裏面的燈光必須是昏暗一點的燈光，不是白燈，是黃燈，更重要的是裏面的音樂，星巴克規定要放什麼音樂？只有兩種選擇，藍調或爵士，絕對不會放周杰倫或者伍佰的歌。爲什麼它要放藍調和爵士？像酒吧一樣，它會讓你感覺到放鬆。所以，星巴克從現在全世界第二爬到第一，看似容易，但真正的 500 強和專業，絕不是隻把咖啡做的好喝而已。</span></p>
<p>
	<span style="font-size:16px;">　　迪士尼：員工必須會用15款以上型號手機和數碼相機</span></p>
<p>
	<span style="font-size:16px;">　　你知道迪士尼的第一條入職規定是什麼嗎？所有現場人員要懂得用 15 款以上的智能手機和數碼相機，我們國內有 2025 個主題公園，沒有一家懂得做這件事情。</span></p>
<p>
	<span style="font-size:16px;">　　<img alt="" oldsrc="http://www.p5w.net/weyt/201708/W020170828345693137227.jpg" src="/uploads/allimg/170828/3-1FRQ10429147.jpg" style="width: 600px; height: 375px;" /></span></p>
<p>
	<span style="font-size:16px;">　　想來迪士尼上班？先把拍照玩溜了再說</span></p>
<p>
	<span style="font-size:16px;">　　熟悉手機和數碼相機的目的何在？&mdash;&mdash;幫消費者拍照。還要知道如何在最好的位置，最好的角度和光線幫他們拍。王健林之前笑迪士尼，說總有一天要打敗它，現在呢？王健林沒看懂的一個關鍵點是，做購物中心跟做文化旅遊是完全不同的概念，它必須要深入人心。</span></p>
<p>
	<span style="font-size:16px;">　　進入移動端時代，手機已經逐漸取代相機，成爲了一個很重要的拍照工具，所以相對而言，購物中心也好，景區也好，想要讓客人拍出好看的照片，要有好場景。</span></p>
<p>
	<span style="font-size:16px;">　　肯德基：300家店同店不同風</span></p>
<p>
	<span style="font-size:16px;">　　我常常拿肯德基來舉例，肯德基在全國的店鋪至少有 300 種不同店型和風格。 20 年前，我們說複製連鎖，所有的店必須一模一樣，而今天，叫各店有一。消費者比以前更容易視覺疲勞，他們希望今天來的跟明天去的，同一家餐廳能有不同調性。感覺、拍照、取景都不一樣。</span></p>
<p>
	<span style="font-size:16px;">　　<img alt="" oldsrc="http://www.p5w.net/weyt/201708/W020170828345693141106.jpg" src="/uploads/allimg/170828/3-1FRQ1043G41.jpg" style="width: 600px; height: 466px;" /></span></p>
<p>
	<span style="font-size:16px;">　　肯德基的一大嗜好：主題快閃</span></p>
<p>
	<span style="font-size:16px;">　　看看上海現在排名第一的室內街區：大悅城，摩天輪下面開在 8 、 9 樓的摩坊 166 ，所有門店就好像開在戶外一樣，這才叫場景。你覺得很容易，但要突破這個口，要做這樣的技術，很難。所以我總在講，這個就是擁有消費者、擁有財富，所以眼光永遠要站在消費者的角度想。</span></p>
<p>
	<span style="font-size:16px;">　　<img alt="" oldsrc="http://www.p5w.net/weyt/201708/W020170828345693160815.jpg" src="/uploads/allimg/170828/3-1FRQ10444M8.jpg" style="width: 600px; height: 342px;" /></span></p>
<p>
	<span style="font-size:16px;">　　摩坊 166 主題街區</span></p>
<p>
	<span style="font-size:16px;">　　咖啡不可能帶回家去喝，體驗一定要在現場，電商早晚要磨滅，按照目前的盈利來算，馬雲的盒馬鮮生在上海浦東金橋店一年內就能收回成本，很厲害了，按照便利店這種，你沒開個 500 家以上，是根本不可能回本的，就像百貨公司一樣，買空賣空，賺個差價還要付人工成本和房租的買賣，代價很高。所以必須還得有體驗。還得慢慢由剛開始的人工化變成電子化，變成無人控制的機械化，要慢慢做到這一步纔行。</span></p>
<p>
	<span style="font-size:16px;">　　誠品書店不再叫誠品書店，叫誠品生活，書本身是沒有生命力的，靠沙龍、演講去襯托纔行；迪士尼不是光靠收門票養活自己，你不僅得講故事，有 IP ，還得做餐飲，賣周邊；大悅城不光能讓你買東西，還能享受到室外的風景，颳風下雨都不怕。</span></p>
<p>
	<span style="font-size:16px;">　　現在是體驗經濟時代，消費者要的感覺必須不一樣，商品有形，服務無形，體驗是難忘的。所有東西都可以複製和抄襲，想要獨有，唯一的辦法是創新研發，不斷開發。</span></p>
'

'擔心,新零售,大潮,看看,巴克,迪士尼,麥當勞,怎麼,應對,'

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'1503889122'

'1503889513'

'在擔心“新零售”大潮？看看星巴克、迪士尼、麥當勞怎麼應對！_知識_咖啡館經營_中國咖啡網'

'擔心,新零售,大潮,看看,巴克,迪士尼,麥當勞,怎麼,應對'

'專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style ) 口述｜方寶慶（上海交通大學海外教育學院副院長） 整理｜高雲鳳 五年前， Frank 來中國，我們約在星巴克店裏喝咖啡，他早到了 15 分鐘，見面後他驚奇的告訴我說： Paul ，這邊的星巴克跟紐約完全不一'

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