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'<p style="border: 0px; margin: 0px; padding: 26px 0px 0px; font-size: 14px; color: rgb(51, 51, 51); word-wrap: break-word; font-family: 宋體; text-align: justify;">
<img alt="" src="/uploads/allimg/170308/3-1F30Q0100b94.jpg" style="width: 600px; height: 335px;" /><br />
在中國做精品咖啡的時機到了嗎？</p>
<p style="border: 0px; margin: 0px; padding: 26px 0px 0px; font-size: 14px; color: rgb(51, 51, 51); word-wrap: break-word; font-family: 宋體; text-align: justify;">
成功教育了中國的咖啡市場後，星巴克這個 IP 卻顯得有些“過氣”了。<strong style="border: 0px; margin: 0px; padding: 0px;">根據 Talkingdata 的數據，星巴克忠實粉絲主要集中在三線及以下城市，佔比 42.4%，一、二線城市則分別佔比 28% 和 29.5%。</strong>不難看出，一、二線城市的咖啡市場出現了分層，一部分消費者走向精品咖啡。另一個數據也能側面反映精品咖啡愛好者的增長——淘寶上咖啡豆的消費量以每年 20% 的速度增加。</p>
<p style="border: 0px; margin: 0px; padding: 26px 0px 0px; font-size: 14px; color: rgb(51, 51, 51); word-wrap: break-word; font-family: 宋體; text-align: justify;">
在這種背景下，打造了高端愛情信物品牌的 roseonly 母公司想要做一個精品咖啡連鎖品牌——GREYBOX，“就像當初看到高端鮮花市場的空白一樣，我們發現中國精品咖啡市場也存在着空白。”這種空白是指，雖然現在獨立精品咖啡店很多，但具有影響力的連鎖品牌存在缺失。</p>
<p style="border: 0px; margin: 0px; padding: 26px 0px 0px; font-size: 14px; color: rgb(51, 51, 51); word-wrap: break-word; font-family: 宋體; text-align: justify;">
和 Blue Bottle Coffee （以及國內很多精品咖啡店）“酒香不怕巷子深”的開法不同，GREYBOX 計劃在人流集中的精品購物中心與高端寫字樓周邊開店，因爲他們認爲商務人士更能接受精品咖啡文化，且能夠形成在上班間隙消費的習慣。他們第一家門店開在北京嘉裏中心，80 平米，空間主色調是灰色，分爲島臺操作區、慢飲區和展示區。中心的操作區佔了一半的面積，後面會詳細介紹。慢飲區中，有一片可容納八人的地方被設計成一個龕形，與品牌名呼應。展示區則用於展示咖啡豆、器具等周邊產品。</p>
<p style="border: 0px; margin: 0px; padding: 26px 0px 0px; font-size: 14px; color: rgb(51, 51, 51); word-wrap: break-word; font-family: 宋體; text-align: justify;">
<strong style="border: 0px; margin: 0px; padding: 0px;">精品咖啡店的最大特點之一，就是能向顧客展示手衝咖啡的過程。</strong>這也是爲什麼 GREYBOX 的操作檯會佔整店面積的一半。店內配有兩位高級咖啡師和三位中級咖啡師，一位負責意式咖啡，剩下的負責手衝咖啡。據團隊介紹，他們選擇店內設備的標準一是要高端，二是要具有黑白灰極簡線條。他們用的自動磨豆機是 EK43，不同的咖啡豆需要研磨的程度不一樣。手衝咖啡的濾杯經過測試，選定了 45 度斜角的漏斗。而製作意式咖啡的 La Marzocco 被稱爲“咖啡機裏的勞斯萊斯”，能精確紀錄不同拼配豆的衝煮標準。</p>
<p style="border: 0px; margin: 0px; padding: 26px 0px 0px; font-size: 14px; color: rgb(51, 51, 51); word-wrap: break-word; font-family: 宋體;">
<img src="/uploads/allimg/170308/3-1F30Q0101U31.jpg" style="border: 0px; margin: 0px; padding: 0px; font-size: 0px; color: transparent; max-width: 650px; width: 600px; height: 400px;" /></p>
<p style="border: 0px; margin: 0px; padding: 26px 0px 0px; font-size: 14px; color: rgb(51, 51, 51); word-wrap: break-word; font-family: 宋體; text-align: justify;">
<strong style="border: 0px; margin: 0px; padding: 0px;">具體看 GREYBOX 的咖啡產品，咖啡豆都是從世界範圍的莊園直採。</strong>其中瑰夏、漢貝拉有花果香甜，危地馬拉、帕卡馬拉、雲南小粒口感比較濃郁醇厚，肯尼亞酸度突出。店內的拿鐵和卡布奇諾也用的是精品咖啡豆的拼配豆，使用的牛奶每週從澳洲直接進口，口感濃郁。在價格方面，精品手衝咖啡和招牌GB拿鐵咖啡都是 68 元，瑰夏這款手衝咖啡是 108 元。</p>
<p style="border: 0px; margin: 0px; padding: 26px 0px 0px; font-size: 14px; color: rgb(51, 51, 51); word-wrap: break-word; font-family: 宋體; text-align: justify;">
<strong style="border: 0px; margin: 0px; padding: 0px;">手衝咖啡的製作過程複雜，人員不可能像星巴克那樣短時間培訓就上崗。</strong>爲了實現人員操作和門店管理的標準化，GREYBOX 只招收擁有執照的咖啡師，並且會進行三個月的培訓。在日常操作中，每天會由店內的高級咖啡師根據當天的氣候設定咖啡研磨的標準，用量精確到 0.1g，溫度精確到攝氏度，確保日後不同門店衝出的咖啡都是相同口感的。</p>
<p style="border: 0px; margin: 0px; padding: 26px 0px 0px; font-size: 14px; color: rgb(51, 51, 51); word-wrap: break-word; font-family: 宋體; text-align: justify;">
自去年年底開店以來，GREYBOX 現在的月流水約爲 30-50 萬，毛利率能達到 70-80%，復購率爲 70-80%。</p>
<p style="border: 0px; margin: 0px; padding: 26px 0px 0px; font-size: 14px; color: rgb(51, 51, 51); word-wrap: break-word; font-family: 宋體; text-align: justify;">
<strong style="border: 0px; margin: 0px; padding: 0px;">roseonly 具有奢侈品基因和電商營銷經驗，他們的優勢又將如何在 GREYBOX 體現呢？</strong>GREYBOX 團隊介紹說，這種延續主要體現在兩方面。首先，GREYBOX 也會進行電商運營，在線上把咖啡豆和咖啡器皿銷售給精品咖啡愛好者；第二，GREYBOX 將會發揮 roseonly 在營銷方面的優勢，進行各種跨界營銷和節日營銷。</p>
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'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '320',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-zixun/waiguokafeixinxi.html',
'total' => 13,
'field' =>
array (
),
),
323 =>
array (
'id' => '323',
'pid' => '2',
'pids' => '0,1,2',
'name' => '7月資訊',
'dirname' => '7yuezixun',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 323,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1',
'namerule' => '{typedir}{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '323',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-7yuezixun.html',
'total' => 1,
'field' =>
array (
),
),
) |
| urlrule |
'/views-95607-[page].html' |
| fix_html_now_url |
'' |
| my_web_url |
'https://252fm.gafei.com/views-95607' |
| get |
array (
's' => 'article',
'c' => 'show',
'id' => '95607',
'm' => 'index',
) |
