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'開業5天就關門！北京首家無人咖啡店撤店，他們究竟想搞什麼名堂'

'/uploads/allimg/170911/3-1F911153304403.jpg'

'開業,5天,關門,北京,首家,無人,咖啡店,撤店,他們,究竟'

'專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ） 9月7日，引發關注的北京首家無人咖啡店撤店，它存在的時間僅五天，期間的火爆程度可以從一個事實看出： 一臺自助咖啡機的原材料補充一天兩次，而在無人咖啡店運營的五天裏，每半個小時便需要進行補'

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'2017-09-11 15:32:01'

'2017-09-11 15:34:02'

'108383'

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'<p>
	<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 />
	<span style="font-size:16px;">9月7日，引發關注的北京首家無人咖啡店撤店，它存在的時間僅五天，期間的火爆程度可以從一個事實看出：</span></p>
<p>
	<span style="font-size:16px;">　　一臺自助咖啡機的原材料補充一天兩次，而在無人咖啡店運營的五天裏，每半個小時便需要進行補充。這種火爆場景也可以從其他媒體的照片看到&mdash;&mdash;位於對外經濟貿易大學的這家咖啡店一直持續保持隊列。</span></p>
<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170911/3-1F9111532502M.jpg" style="width: 640px; height: 480px;" /></span></p>
<p>
	<span style="font-size:16px;">　　這麼火爆的店面，還有時下火爆的&ldquo;無人店&rdquo;概念，爲什麼會撤店了呢?</span></p>
<p>
	<span style="font-size:16px;">　　無人咖啡店的背後&ldquo;操刀手&rdquo;張陽獨家回應了品途商業評論：經過幾天的運作，無人店的模式被證明行得通，這幾天運營是爲了測試場景，&ldquo;單獨的無人咖啡售賣機不具備坐下聊天的場景&rdquo;。還有一點，北京首家無人咖啡店的主要設備&mdash;&mdash;友飲咖啡機的四代機在測試中，與三代機相比，四代機的主要技術提升爲機械手臂。&ldquo;此次測試證明，四代機的用戶體驗優於三代機。&rdquo;</span></p>
<p>
	<span style="font-size:16px;">咖啡消費潛力巨大</span></p>
<p>
	<span style="font-size:16px;">　　有技術背景的張陽此前一直從事零售行業，他個人也是個咖啡深度用戶，在決定做友飲咖啡機時，他進行過一系列的調研。</span></p>
<p>
	<span style="font-size:16px;">　　在北京的711旗艦店裏，咖啡的銷售佔到全店約60%，是一個便利店裏銷量最高的單品，從全球數據來看，芬蘭平均每人每年1240杯、瑞士800杯、美國400杯、日本200杯、韓國140杯、中國臺灣40杯，而目前平均每個中國人每年的咖啡消費量僅有4杯，北京、上海、廣州等大城市平均每人每年消費量也僅爲20杯。存在巨大的成長空間。</span></p>
<p>
	<span style="font-size:16px;">　　中國咖啡市場還只是處於萌芽階段，我國的咖啡年消費量僅爲20萬噸。對中國人來說，每天飲用咖啡的人畢竟還屬於少數，對於絕大多數消費者來說並不是生活必需品。但是隨着新興消費階層的崛起，中國的咖啡行業保持着高速的發展。根據倫敦國際咖啡組織的統計，與全球平均2%的增速相比，中國的咖啡消費正在以每年15%的驚人速度增長，有望成爲世界上最具潛力的咖啡消費大國。</span></p>
<p>
	<span style="font-size:16px;">　　這樣的環境下，張陽認爲，中國人喝咖啡的習慣會慢慢提升，會達到每人每年40杯甚至80杯的數量。在現有的消費場景之外，新增的咖啡消費場景也將成爲帶動咖啡消費的主力軍。</span></p>
<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170911/3-1F91115325L55.jpg" style="width: 640px; height: 480px;" /></span></p>
<p>
	<span style="font-size:16px;">　　據星巴克公佈的2017財年第二季度財報顯示，全球和美國市場同店銷售增長3%，低於華爾街分析師預期，但是，中國同店銷售額增長7%。儘管星巴克在中國每年以500家店的速度增長，但其實是地域性的增長，特別是在幾乎快飽和的一線城市，急需要拓展星巴克連鎖之外的其他消費場景。</span></p>
<p>
	<span style="font-size:16px;">　　未來的咖啡消費場景除了連鎖的咖啡店外，便利店、夫妻店以及無人咖啡機等新增的消費場景也將成爲主流。特別是在校園或者一些不具備開星巴克的公衆場合，友飲無人咖啡機跟學校或者寫字樓裏面的現有環境相結合，打造一個喝咖啡的場景。</span></p>
<p>
	<span style="font-size:16px;">　　張陽告訴品途商業評論：&ldquo;友飲的客單價是星巴克的35%左右，友飲跟星巴克的是差異化的，在客戶服務、咖啡製作上也都在向星巴克學習，友飲肯定成爲不了星巴克，但是星巴克也成爲不了友飲。&rdquo;</span></p>
<p>
	<span style="font-size:16px;">做無人咖啡機的初衷</span></p>
<p>
	<span style="font-size:16px;">　　零售行業出身的張陽認爲實體零售的獲客成本、人力和房租成本等難以避免，他希望有一種業態可以克服這些成本，而這種業態又不會過分的被電商所替代，因此就想到了自助設備。</span></p>
<p>
	<span style="font-size:16px;">　　找到了這樣的單點切入後，站在消費者角度，張陽表示：&ldquo;每天下午2點到5點，咖啡是大的銷售單品，消費者既然能接受花半個小時點外賣下樓取單，那麼就更能接受在無人咖啡機前花一分鐘打一杯現磨咖啡。&rdquo;</span></p>
<p>
	<span style="font-size:16px;">　　目前便利店買到的咖啡是速溶型，但現磨咖啡的需求正在上升，在歐美市場，現磨和非現磨的佔比是4：1，但是在中國，現磨咖啡和非現磨咖啡的佔比是1：4。</span></p>
<p>
	<span style="font-size:16px;">　　一杯現磨咖啡在2分鐘內會揮發超過70%的香氛，而外賣咖啡最快也要15-30分鐘，如果消費者特別追求品質的話，無人咖啡機是可以替代這種缺失的。張陽稱：&ldquo;做無人咖啡機商業上不一定有很大的突破，但有很大的意義。&rdquo;</span></p>
<p>
	<span style="font-size:16px;">　　張陽表示，目前，友飲在北京、上海、瀋陽、大連、山東鋪設了幾百臺咖啡機，每一臺咖啡機可以打100多杯咖啡。</span></p>
<p>
	<span style="font-size:16px;">　　在北京的首家無人咖啡店裏10平方米的店面，第三代無人咖啡機和第四代無人咖啡機兩種，顧客可按照自己的喜好在咖啡機面板上選擇拿鐵、美式咖啡、奶茶、可可等20餘種飲品，並可根據自己的需求設定奶糖比例、冷熱溫度等，設定完成後進入付費環節，飲品價格在9.9~15.9元之間，有微信或支付寶兩種支付形式，支付完成後就可看到機器裏的機械手臂開始製作飲品。</span></p>
<p>
	<span style="font-size:16px;">　　從點單至拿到產品全程只要幾分鐘，操作較爲簡單易懂，不需要額外的服務員幫助。</span></p>
<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170911/3-1F911153304403.jpg" style="width: 640px; height: 441px;" /></span></p>
<p>
	<span style="font-size:16px;">　　經過這次對外經貿大學的嘗試，張陽告訴品途商業評論：&ldquo;三代機和四代機的銷售佔比例是1：3，可見機械臂的冰塊技術、雙料盒技術還有滴濾技術，消費者還是比較願意買單的。&rdquo;</span></p>
<p>
	<span style="font-size:16px;">　　張陽還總結了消費者的消費的時間段。通過原來無人咖啡機的使用情況來看，一般的銷售情況是&ldquo;下午比較高，上午其次，晚上最差&rdquo;，但是在搭建無人咖啡吧後，可能因爲玻璃、燈光、書籍等設備的吸引，晚上售賣咖啡的的效果還算理想。</span></p>
<p>
	<span style="font-size:16px;">　　據相關媒體粗略統計了無人咖啡吧的銷售情況來看，在7點到9點之間，約有77人進店，絕大多數爲該校學生，少數校外社區家長，累計購買約21杯飲品及1份單價2.5元的糕點。按飲品平均客單價13.4元來算的話，兩小時營收約283.5元。</span></p>
<p>
	<span style="font-size:16px;">無人咖啡機拼的是技術</span></p>
<p>
	<span style="font-size:16px;">　　其實在今年7月淘寶節，阿里的無人零售店&ldquo;淘咖啡&rdquo;裏就有咖啡售賣，這個店面佔地將達200平方，集商品購物、餐飲於一身，按目前設計可同時容納50人購物。</span></p>
<p>
	<span style="font-size:16px;">　　無人零售店的一個通常做法是，在一個封閉的空間裏，消費者入門需要各種註冊。但是在友飲無人咖啡店，張陽提倡&ldquo;開門做生意&rdquo;，消費者不需要掃碼註冊，只需要微信或者支付寶掃碼就可以完成購買。友飲無人咖啡店在技術上比較簡單，張陽更強調的是無人咖啡機自身的技術迭代。</span></p>
<p>
	<span style="font-size:16px;">　　此外，友飲與自助販賣機友寶不同，咖啡機是需要現場製作及時販賣的，其實裏面是一個小作坊。</span></p>
<p>
	<span style="font-size:16px;">　　張陽說，如果要做一杯好咖啡，還要把業態跑通，第一要有好的技術和設備，第二要有好的食材，第三要有好的運營。友飲在技術上，從咖啡的研磨、衝調、保鮮、冰塊、應付消費者的口味變化等，做了很多的優化。</span></p>
<p>
	<span style="font-size:16px;">　　友飲的第三代機採用的是管路技術，在用戶體驗上並不好。而升級的第四代機採用機械臂，實現時間、用料、用量上的精準操作。每臺機器裏面有兩個機械臂，一個手臂拿着杯去接奶、咖啡、糖，第二個機械臂用空氣攪拌技術更充分。</span></p>
<p>
	<span style="font-size:16px;">　　升級後的第四代咖啡機比三代成本要高很多，張陽透露：&ldquo;第四代的機械臂咖啡機的採購成本在6~8萬，三代機會便宜一些，價格在3-4萬左右。如果選擇合適的地方擺放在合適的位置，每臺機器最快的話幾個月就可以迴歸成本。雖然第四代咖啡機成本比第三代高，但屬於一次性投入，其實降低了後面運營投入，故障率降低了95%，甚至更高。&rdquo;</span></p>
<p>
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170911/3-1F911153312439.jpg" style="width: 600px; height: 360px;" /></span></p>
<p>
	<span style="font-size:16px;">　　在接到消費者的需求後，服務器開始進行實時監控，每買一杯在一秒內遠程服務器就會收到指令，還有運營分析系統，基於這些，設備可以做到每一臺機器個性化分析。張陽表示，未來可以基於個人個性化設計，類似淘寶和今日頭條的個性化定製。</span></p>
<p>
	<span style="font-size:16px;">無人咖啡機的風口</span></p>
<p>
	<span style="font-size:16px;">　　中國的咖啡市場大概 700 億元，速溶、即飲和現磨的比例約爲 7:2:1，現磨的比例隨着人均 GDP 的上升在逐漸提高。據36氪之前做過的報道，傳統咖啡館存在資產結構過重，前期投入大，運營成本高，盈利週期長等問題，不符合 VC 的偏好，而自動咖啡售賣機具有體積小、易鋪開、盈利週期相對短的優勢，逐漸獲得資本關注。</span></p>
<p>
	<span style="font-size:16px;">　　除了上述的友飲之外，還有廣州的e樂飲無人咖啡機，除了現磨咖啡，也銷售冷飲、涼茶等飲品，咖啡定價在 10 元左右，飲品爲 8 元左右。e樂飲採用的機器採用瑞士研磨技術，有自動清洗消毒功能，機器製作一杯現磨咖啡約 40 秒。</span></p>
<p>
	<span style="font-size:16px;">　　其實無人售貨機在中國並不新鮮，存在過20年的時間，在很多的地鐵、商場或小區均有分佈，另外，像傳統的抓娃娃機、無人飲水機等其實本質也都屬於無人自助設備。</span></p>
<p>
	<span style="font-size:16px;">　　梅花天使吳世春表示：&ldquo;當趨勢、成本、效率、體驗四個維度在一個行業到達臨界點，就成爲了打開無人零售之門的鑰匙。&rdquo;</span></p>
<p>
	<span style="font-size:16px;">　　如今無人咖啡機成爲無人零售中新的趨勢，而無人咖啡機企業更在乎的是咖啡機自身的技術以及能夠爲消費者帶來的品質，正如張陽所說：&ldquo;只有技術能保證品質，而品質可以留住消費者。&rdquo;</span></p>
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'1505115121'

'1505115242'

'開業5天就關門！北京首家無人咖啡店撤店，他們究竟想搞什麼名堂_點評_咖啡館經營_中國咖啡網'

'開業,5天,關門,北京,首家,無人,咖啡店,撤店,他們,究竟'

'專業咖啡師交流 請關注咖啡工房（微信公衆號cafe_style ） 9月7日，引發關注的北京首家無人咖啡店撤店，它存在的時間僅五天，期間的火爆程度可以從一個事實看出： 一臺自助咖啡機的原材料補充一天兩次，而在無人咖啡店運營的五天裏，每半個小時便需要進行補'

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