4.1.4

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'Line和熊本熊之後，阿狸也開咖啡館了，動漫IP如何跨界新零售？'

'/uploads/allimg/170617/3-1F61G334563A.jpg'

'Line,熊本熊,之後,阿狸,咖啡館,動漫,如何,跨界,新零'

'專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style ) 從表情包、卡通形象到開出實體店，阿狸走出了怎樣的一條IP的零售變現之路？ 文 | 高敏 核心導讀： 1 阿狸的公司爲什麼跑來開咖啡館，又爲何選址中關村？ 2 主題咖啡館和星巴克們有什麼不同？ 3 動漫內'

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'2017-06-17 13:33:21'

'2017-06-17 13:36:19'

'103904'

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'<section class="summary" style="box-sizing: border-box; padding: 15px 0px; color: rgb(153, 153, 153); font-size: 15px; margin-bottom: 0px; font-family: \'PingFang SC\', \'Lantinghei SC\', \'Helvetica Neue\', Helvetica, Arial, \'Microsoft YaHei\', \'\\\\5FAE軟雅黑\', STHeitiSC-Light, simsun, \'\\\\5B8B體\', \'WenQuanYi Zen Hei\', \'WenQuanYi Micro Hei\', sans-serif;">
	<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><br />
	<br />
	從表情包、卡通形象到開出實體店，阿狸走出了怎樣的一條IP的零售變現之路？</section>
<section class="headimg" style="box-sizing: border-box; color: rgb(61, 70, 77); font-family: \'PingFang SC\', \'Lantinghei SC\', \'Helvetica Neue\', Helvetica, Arial, \'Microsoft YaHei\', \'\\\\5FAE軟雅黑\', STHeitiSC-Light, simsun, \'\\\\5B8B體\', \'WenQuanYi Zen Hei\', \'WenQuanYi Micro Hei\', sans-serif; font-size: 15px;">
	<img alt="Line和熊本熊之後，阿狸也開咖啡館了，動漫IP如何跨界新零售？" src="/uploads/allimg/170617/3-1F61G334563A.jpg" style="box-sizing: border-box; vertical-align: middle; border: 0px; margin: 30px auto; border-top-left-radius: 5px; border-top-right-radius: 5px; border-bottom-right-radius: 5px; border-bottom-left-radius: 5px; width: 516px; height: 348px;" /></section>
<div style="box-sizing: border-box; color: rgb(61, 70, 77); font-family: \'PingFang SC\', \'Lantinghei SC\', \'Helvetica Neue\', Helvetica, Arial, \'Microsoft YaHei\', \'\\\\5FAE軟雅黑\', STHeitiSC-Light, simsun, \'\\\\5B8B體\', \'WenQuanYi Zen Hei\', \'WenQuanYi Micro Hei\', sans-serif; font-size: 15px;">
	<section class="textblock" style="box-sizing: border-box; line-height: 28px;">
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span style="box-sizing: border-box; color: rgb(153, 153, 153);">文 | 高敏</span></p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			核心導讀：</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			1 阿狸的公司爲什麼跑來開咖啡館，又爲何選址中關村？</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			2 主題咖啡館和星巴克們有什麼不同？</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			3 動漫內容提供方跨界餐飲的借力之道。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			如果你是社交軟件使用者，一定見過&ldquo;阿狸&rdquo;的表情包，這隻穿着白色短褲的紅色小狐狸的形象，活躍在大衆視野中已經十年有餘。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			阿狸從清華美院畢業生徐瀚在網絡發佈的卡通繪圖開始進入人們的視野，早已是國產動漫的超級IP，從繪本到表情、動畫、周邊、裝置展，以及各品類授權產品，都頗受年輕人歡迎，其首部3D動畫《阿狸&middot;布塔》故事集更是在全網播出短短3個月便取得播放量破億的好成績，與此同時，阿狸大電影也正在籌備中。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			如今，在深耕IP的道路上，阿狸的創造團隊&mdash;&mdash;北京夢之城文化股份有限公司（以下簡稱&ldquo;夢之城&rdquo;）將卡通形象從線上切入線下，阿狸主題咖啡館已經於5月1日在北京中關村食寶街開業。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span class="load-html-img loaded" style="box-sizing: border-box; background-color: transparent; display: block;"><img alt="Line和熊本熊之後，阿狸也開咖啡館了，動漫IP如何跨界新零售？" data-img-size-val="415,277" src="/uploads/allimg/170617/3-1F61G33503141.jpg" style="box-sizing: border-box; vertical-align: middle; border: 0px; opacity: 1; transition: opacity 0.3s ease-in; display: block; max-width: 100%; margin: 30px auto; border-top-left-radius: 5px; border-top-right-radius: 5px; border-bottom-right-radius: 5px; border-bottom-left-radius: 5px; width: 415px; height: 277px;" /></span></p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			在這個2016年年末纔開始試營業的美食綜合體中，阿狸咖啡館是其中80餘個餐飲品牌之一，店內除了有阿狸特色的咖啡飲品以及食物外，還擺放着幾臺貨架，阿狸的毛絨、服裝、繪本、箱包等分別陳列在四處，角落還有兩臺抓娃娃機，此外還設有專門的拍照區。既有裝飾作用也具備零售價值，滿足了顧客少女心的同時，也爲店裏帶來了令經營者滿意的客流。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			動漫IP跨界咖啡館，擁有可追蹤的1600萬網絡粉絲，表情包覆蓋數億人的阿狸從網絡走到線下，夢之城的這次嘗試結果如何？這種品牌體驗空間的打造，是否是新零售的一個業態？以及主題咖啡館的獨特之處在哪裏？《零售老闆內參》APP（微信ID：lslb168）和夢之城CEO於仁國聊了聊。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span style="box-sizing: border-box; font-weight: 600;">1、如何選中&ldquo;海淀最好的位置&rdquo;？</span></p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			夢之城決定開設阿狸主題咖啡館是順理成章的事情。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			在動漫的商業模式中，主題空間是重要的一環，包含主題遊樂場、主題公園、主題藝術館等，而咖啡館是其中最小的單元。咖啡館規模不大，投入產出易於計算，是相對容易駕馭的模式。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			另一方面，這樣的空間也爲粉絲提供了固定的體驗空間。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			大家得知阿狸是在網絡上，線下體驗在此前只有籤售會、裝置展等線下活動，能夠參與其中的人也只是粉絲中的一小部分。而咖啡館則提供了一個長期的線下體驗空間，通過不斷引進新的食物、產品和裝置，以及不定時的聚會活動，成爲動漫IP線上線下的結合點。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			隨着Line、熊本熊等日韓主題咖啡館進入中國引發熱潮，作爲本土動漫大IP的阿狸自然不落其後。夢之城從2015年便開始選址，直到去年8月才定下了現在的中關村食寶街位置。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			在北京這樣的城市，選址本就不易，尤其是咖啡業態。於仁國向《零售老闆內參》APP（微信ID：lslb168）回憶了過程的不易，年輕人聚集的三里屯、王府井、南鑼鼓巷等商圈都有過考慮，但好的地址要麼租金太貴，要麼已經呈現飽和的態勢，不適宜新入駐。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span class="load-html-img loaded" style="box-sizing: border-box; background-color: transparent; display: block;"><img alt="Line和熊本熊之後，阿狸也開咖啡館了，動漫IP如何跨界新零售？" data-img-size-val="415,276" src="/uploads/allimg/170617/3-1F61G33511334.jpg" style="box-sizing: border-box; vertical-align: middle; border: 0px; opacity: 1; transition: opacity 0.3s ease-in; display: block; max-width: 100%; margin: 30px auto; border-top-left-radius: 5px; border-top-right-radius: 5px; border-bottom-right-radius: 5px; border-bottom-left-radius: 5px; width: 415px; height: 276px;" /></span></p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			最終定位在中關村食寶街，經過了詳細考量。當時整條街正關掉全部在重新裝修，今後發展如何需要準確的判斷力。於仁國十分了解中關村步行街的環境以及人羣，在他看來，中關村以科技從業者大學生爲主要人羣，年輕人居多，而周邊的咖啡館多&ldquo;比較硬的&rdquo;，阿狸這樣的創意咖啡反而是空白。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			步行街的生活方式隨着商圈的改造也在升級，娛樂和精神消費需求正在提升，客流和周邊環境，以及與自身定位的匹配程度，決定了阿狸咖啡館落座此處，&ldquo;這是海淀區最好的位置。&rdquo;&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			事實證明，這個選址的確頗具前瞻性。如今才第二個月，阿狸咖啡館的成績令於仁國頗爲滿意。6月的客流量比5月提升了40%-50%，而在大衆點評上的評分也從四星升至四星半，進入了&ldquo;北京本週熱門咖啡廳排行榜&rdquo;的前10名，業績雖未透露，但也不錯。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			咖啡館從上午10點到晚上10點都不斷有顧客光顧，與餐飲不同，這更是一種生活方式，不同時間的人羣也不一樣。白天更多是周邊白領來談事，而晚上則會有很多學生在此做作業、聚會，週末則更多是朋友聚會。你會發現，從大學生到小朋友，再到上班族，阿狸咖啡館內聚集的人羣已經超越粉絲本身。當然，三分之二是女性。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span style="box-sizing: border-box; font-weight: 600;">2、&ldquo;一個城市，最多隻能開兩三家&rdquo;</span></p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			像阿狸咖啡館此類流量IP的線下延伸，與普通咖啡館加零售的模式相比，突出的特點是其IP的粉絲集羣，更多是滿足一種精神消費。如此，經營起來便有着諸多不同。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			自帶粉絲的主題咖啡館，通常目標導向更強。諸如星巴克、Costa等連鎖咖啡品牌，可以在每一個人流旺的地方去承接顧客，但主題咖啡館既然自帶粉絲，其主要顧客是發散的，而咖啡館的功能就是將散落四處的粉絲聚起來。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span class="load-html-img loaded" style="box-sizing: border-box; background-color: transparent; display: block;"><img alt="Line和熊本熊之後，阿狸也開咖啡館了，動漫IP如何跨界新零售？" data-img-size-val="415,277" src="/uploads/allimg/170617/3-1F61G3351V25.jpg" style="box-sizing: border-box; vertical-align: middle; border: 0px; opacity: 1; transition: opacity 0.3s ease-in; display: block; max-width: 100%; margin: 30px auto; border-top-left-radius: 5px; border-top-right-radius: 5px; border-bottom-right-radius: 5px; border-bottom-left-radius: 5px; width: 415px; height: 277px;" /></span></p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			由於定位上的差異，主題咖啡館&ldquo;一個城市，最多隻能開兩三家。粉絲是分散過來的，開多了就失去了聚集粉絲的作用。&rdquo;畢竟這裏更多是一個文化空間，首先爲喜歡阿狸的人提供體驗氛圍和聚會空間。而粉絲的聚集，也會吸引更多顧客進店，這是主題咖啡館的優勢所在。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			此外，競爭邏輯也不大相同。通常開咖啡館考慮最多的是周邊的人流、位置和時間，以及即將面臨的競爭對手，如果Costa開在星巴克旁邊，這就是直接競爭。但阿狸咖啡館不同，&ldquo;無論周邊開多少咖啡館，也不會影響我們的客流，主題咖啡館有很強的差異化。&rdquo;於仁國說。因爲不同於其他品牌主要靠物理渠道獲取客流，卡通品牌是靠形象作爲通道首先獲得顧客，然後把這些人分派到各個點上。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			既然粉絲基礎是客流一大來源，粉絲運營和互動便是經營的重要一環。阿狸在天貓和京東等電商平臺早有周邊零售品出售，但他們也爲咖啡館定製了不少產品，比如阿狸咖啡杯和阿狸迷你公仔定製款，只有親自到店體驗的粉絲纔可以購買到。而網上限時出售的手辦，阿狸咖啡館及線下夢之城專營店會一直有。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span class="load-html-img loaded" style="box-sizing: border-box; background-color: transparent; display: block;"><img alt="Line和熊本熊之後，阿狸也開咖啡館了，動漫IP如何跨界新零售？" data-img-size-val="415,311" src="/uploads/allimg/170617/3-1F61G33525b2.jpg" style="box-sizing: border-box; vertical-align: middle; border: 0px; opacity: 1; transition: opacity 0.3s ease-in; display: block; max-width: 100%; margin: 30px auto; border-top-left-radius: 5px; border-top-right-radius: 5px; border-bottom-right-radius: 5px; border-bottom-left-radius: 5px; width: 415px; height: 311px;" /></span></p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			此外，每週阿狸的人偶都會來店裏做直播，因爲只有一個店，線上的宣傳也比較聚焦，並且不斷在策劃週末線下活動。比如6月11便組織了慶祝《阿狸&middot;布塔》播放破億的觀影會，咖啡館內牆上便設有幕布。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			而相較於此前進入中國的Line和熊本熊主題咖啡館，阿狸算是少見的國產動漫主題咖啡試水。在於仁國看來，Line更有可比性，但Line與微信相比在國內安裝量有限，還是多以形象設計和生活方式在吸引顧客，目前算是在中國做得最好的主題咖啡館。不同於日韓已經完善的模式，國內的主題咖啡還在摸索階段，他們正在不斷調試門店佈局和裝置，以及調整更新產品來不斷提升。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span style="box-sizing: border-box; font-weight: 600;">3、借力跨界新零售</span></p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			從線上到線下，從卡通到餐飲，將資源進行最大程度集聚融合的阿狸咖啡館，無疑在走新零售的路徑。只是跨界餐飲，對於動漫起家的內容提供商來說，還有多少需要摸索值得探討。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			有豐富投資管理的於仁國，對餐飲也比較瞭解，他深知不是輕易能做起來的。餐食新品的研發和調整，以及供應鏈是需要長期調整解決的。尤其現在纔是第一家店，相較連鎖品牌需要花費更多精力來一點點建設。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			此外，如施工週期、證件辦理等不可控因素，成爲了意想不到的困難，畢竟週期的延長會帶來很多硬性成本。如今回想起來，於仁國說應該要做好比預期週期更長的打算。開店之後一切變得順利，夢之城本身具備互聯網基因，因此每天都在不斷調整，客流也隨之增加。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			阿狸品牌本身積累合作授權資源，對於主題咖啡館助益頗多。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			&ldquo;我們不擅長咖啡，但會找擅長的人來合作。&rdquo;以咖啡的供應鏈爲例，他們與新西蘭最大的連鎖咖啡品牌Esquires合作。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span class="load-html-img loaded" style="box-sizing: border-box; background-color: transparent; display: block;"><img alt="Line和熊本熊之後，阿狸也開咖啡館了，動漫IP如何跨界新零售？" data-img-size-val="415,277" src="/uploads/allimg/170617/3-1F61G33532b3.jpg" style="box-sizing: border-box; vertical-align: middle; border: 0px; opacity: 1; transition: opacity 0.3s ease-in; display: block; max-width: 100%; margin: 30px auto; border-top-left-radius: 5px; border-top-right-radius: 5px; border-bottom-right-radius: 5px; border-bottom-left-radius: 5px; width: 415px; height: 277px;" /></span></p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			此外，阿狸授權的蛋糕、零食的合作方早已有之，集成進咖啡館，爲IP疊加了許多成熟能力。&ldquo;主題空間需要借很多力，不需要全部由我們創造&rdquo;，選擇供應鏈優質合作方，集成已有合作模式，無疑對於跨界效率有很大幫助。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			除阿狸之外，夢之城還擁有羅小黑、象撲君、皮揣子等原創卡通IP，阿狸咖啡館是他們的第一家主題咖啡館，羅小黑以及夢之城卡通形象的集合主題店，也在計劃之中。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span class="load-html-img loaded" style="box-sizing: border-box; background-color: transparent; display: block;"><img alt="Line和熊本熊之後，阿狸也開咖啡館了，動漫IP如何跨界新零售？" data-img-size-val="450,276" src="/uploads/allimg/170617/3-1F61G3353SW.jpg" style="box-sizing: border-box; vertical-align: middle; border: 0px; opacity: 1; transition: opacity 0.3s ease-in; display: block; max-width: 100%; margin: 30px auto; border-top-left-radius: 5px; border-top-right-radius: 5px; border-bottom-right-radius: 5px; border-bottom-left-radius: 5px; width: 450px; height: 276px;" /></span></p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			等到供應鏈等環節跑通，夢之城便計劃開放授權。於仁國分析道，如果北京可以成功，那麼租金和人力成本都更低的二線城市便更容易成功，而現在的關鍵是控制好質量，再開放授權。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			在消費升級的大機遇下，新零售是其重要一面，此背景下，於仁國認爲主題咖啡館對於品牌價值更大。隨着國內Shopping mall的快速發展和升級，城市人羣的消費場景已經大多集聚於購物中心，品牌面臨的競爭相當慘烈，應用場景便成爲下一個競爭點。&nbsp;</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			在購物中心中，什麼樣的業態有更強的生存能力？在主題咖啡館裏，與主題有關的一切都集聚於此，發生於此，品牌單品依賴渠道，而他們靠的則是文化。</p>
	</section>
</div>
<br />
'

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'專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style ) 從表情包、卡通形象到開出實體店，阿狸走出了怎樣的一條IP的零售變現之路？ 文 | 高敏 核心導讀： 1 阿狸的公司爲什麼跑來開咖啡館，又爲何選址中關村？ 2 主題咖啡館和星巴克們有什麼不同？ 3 動漫內'

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