wen|yilanshangye mengjiayi

编辑|木鱼

咖啡赛道继续降温。

juyilanshangyebuwanquantongji，2024nian3yue，guonei20jialiansuokafeipinpaiyigongxinkaimendian592jia，xiancunmendian41273jia。congpinpaixiancunmendianqingkuanglaikan，ruixingkafeirengzhanjudiyi，qicibianshixingbakeyukudi。qizhong，ruixingkafeidemendianshuyida18272jia，anzhaocikuozhangsudu，jinnianyouwangtupo2wanjia。

zhideyitideshi，zi2023nian12yueyilai，kafeikaidiansuduyizhizaifanghuan。chunjieguohoudeyuefenyuanweikaiyexiaogaofeng，dan3yuedekaidianshuliangyu2yuexiangbijianshaole303jia，shi2023nian3yueyilaikaidianshuliangzuishaodeyuefen，liansuokafeipinpaidekaidiansuduyijingmanmankaishichengxianchupitai。

lingjuyilanshangyebuwanquantongji，3yuefenkafeisaidaogonghuoderongzi2qi，yijidugongrongzi5qi，yipiluderongzijinebudaoyiyi。qunian3yuefenkafeisaidaogonghuoderongzi8qi，rongzijine4.15yiyuan。

bulunshipinpaikaidiandebufahaishizibenshichangdehuoyuechengdujunburuquniantongqi，kafeisaidaozhengmianlinpingjing。

1、开店策略转变

cengjingdekaidiankuangmomenfangmanlejiaobu。

yilanshangyefaxian，jinnianyilai，ruixingyukudidekuodiansuduxianzhufanghuan。shishishang，xindiandekaiyesuduyenengyinzhengpinpaicelvedebianhua。jubaodao，ruixingkafeidongshizhangjianshouxizhixingguanguojinyicengcheng“2024nian，womenjiangzaimiqieguanzhumendianlirunbiaoxiandetongshi，chixugaosumendiantuozhan。”kudikafeizexuanzezaixiachenshichangchixukuozhang，dantuodiansudugengjiawenjian。

zhongduanbiaoxianweixindianshuliangxiajiang。ruixing3yuexinkaimendianshuliangjinyou2yuedeyibanduo，kudikafeigengshilianxulianggeyuexinkaimendianshuliangbuguobai。

shishishang，kafeipinpaidekaidianshuliangzhengtichengxianxiajiangqushi。jutilaikan，gongyou11jialiansuokafeipinpaikaidianshuliangshaoyu2yue，lingwaiyou2gepinpaizaizhengge3yuemeiyoukaichuyijiadian，zhaimencanyanshujuxianshi，double win coffeezi2023nian8yueqimeiyoukaichuxinmendian。

zhidezhuyideshi，bushaokafeipinpaigongbule2024niandekaidianjihua，dancongshujushangkan，xiangyaowanchenghaiyouxiechili。mannerkafeiyigeyuezhishaoxuyaokaichu89jiadian，cainengzainiandidachengchongci2000diandemubiao。

zaiyilanshangyekanlai，jiezhujiamengmoshi，xinagenghaodedianweiziyuan，wuyishiyitiaogenghaozoudelu。

yifangmian，youyuzibenshichangbiandelengjing，guowangyikaozibenkuaisupushequdaodefangfaxingbutongle，henduocanyinpinpaikaifangjiamenghuojiangdijiamengmenjian。3yue，seesaw coffeexuanbukaifangjiameng，bingmingquezhichumeigechengshijinxianzhaomu3weihezuohuoban。ccfafabude《2024zhongguocanyinjiamengtop100》zhong，jiamengmendianchaoguo6000jiadepinpaishujiaoqunianzengzhangle71%zuoyou。

lingyifangmian，jiamengmoshinenggoukuaisukuodapinpaideshichangzhanyoulv，bingqieliyongjiamengshangdezijinheziyuan，jiasumendiandekaishe。fujianhuacepinpaidingweizixunchuangshirenzhanjunhaodui《yilanshangye》biaoshi，jiamengmoshibujinnenggoubangzhupinpaikuaisukuodashichangfene，hainengshijiamengshangshouyi，jiangdichuangyefengxian。

buguo，kaifangjiamengdelieshiburonghushi。junzhizhanlvezixunxingyebuzongjinglichenfangchaobiaoshi，fangkaijiamengdehexintiaozhanzaiyuyunyingguanli，tebieshipinkongfangmian。ruoguanlibujizhiying，henkenengdaozhigukezaichanpin、mendianduantiyanganxiahua，congeryingxiangzhengtipinpaixingxiang。

erzheixiedoujiangshiliansuokafeipinpaimenzaikuangbenlushangbukebikaidetiaozhan。

2、咖啡奶茶化明显

zhideyitideshi，kafeinaichahuayuelaiyuemingxianle。

genjuaimeizixun，shizhi 2021 nian，zhongguoxiaofeizhezaikafeidianzuixihuanmaidehaishikabuqinuohenatie，jinliuchengderenhuixuanzetamen，39.1% dexiaofeizhehuixuanzedemokahuozhemaqiduo，jibenshuyunaika。

rujin，naikachengweiguoneikafeidezhuyaoliuxingpinlei，kafeibuzaizhihe“ku”guagou。zaiyutongxingjingzheng、yuchayinpinpaijingzhengdeshihou，jiagengduonai，nenggouweikafeipinpaizhaolaigengduoyuanbenbuxihuankafeidexiaofeizhe。qizhong，zhanjizuiwei“xianhe”deyingshiruixingde“shengyenatie”，yinianshouchu1yibei。ruixingnengcongcaiwuzaojiafengbotuoshen，zheibeinaikagongbukemei。

zainaikapinleili，kafeipinpaimenchangdaoletiantou，kaishichangshixinzuhe。

yishiguokadechuxian，guokachengweikafeimendianxiajidegaoliuliangchanpin。nuowakafeizai2020nianchujiutuichuguokaxilie，ruixingkafeijinnian3yuetuichuchengc、youcjiakafeidezuhe，xingbaketuichutaozijianaijiakafeidexinpin，toubuliansuokafeipinpaijihudouxuanzeyongsuantiandeshuiguolaizhonghekafeidekuse。

ershichakadeliuxing。douyindianshangfabu《2024douyindianshangchunchaxiaofeishujubaogao》xianshi，2024nian3yue，douyingepinleichayeleijichengjiao1435wandan，chuncharijundingdanliangjiaoquniantongbizengzhangchaowucheng，zheigureduyechuandidaokafeisaidaozhong。zaixinpinfangmian，kafeiyuchadeguanlianyuefamiqie，chakachengwei3yueliansuokafeipinpaimenzhongaidepinleizhiyi。

yilanshangyefaxian，zheige3yue，xingbake、ruixing、nuowakafei、xingyunkadengpinpaidoutuichuchakaxilie，zaichadexuanzeshangdouweiraozhemingcha，ru“mingqianlongjing”“huangshanmaofeng”，jinengmanzuzhongguorenduichadereai，younengmanzunianqingrenrichangduikafeidegongnengxuqiu。

duoweiyeneirenshixiangyilanshangyebiaoshi，xiangjiaoyuguoka，chakashengmingzhouqigengzhang，xiaoshouzhouqibingbujuxianyumougeyuefenhuomougejijie。yinci，chakachengweizheiliangniankafeipinpaidefalidianzhiyi。

xiangjiaoyukuaijibuchuxinhuayangderupinjiakafei，chakanenggouweikafeidailaigengduokenengxing。zhongguochajiqifengfu，guangdaleidouzhishaoyou7zhong。conghongcha、lvchadaogezhonghuacha，chayinyijingchangshiguodefangxiang，doukeyizaikafeilizailaiyibian。

duiyukafeiaihaozheeryan，yibeiyuanliaoyouxiudeshouchongkafeijiunengfuhuotamendexin，danduiyuweinengyangchenghekafeixiguandenianqingreneryan，kafeinaichahuanenggouranggengduorenchangshi、fugou，youxiaokuodashouzhongqunti。danmuqian，zhenzhengzuochumingtanglaidezhiyounaika，guoka、chakahaixuyaoyidingshijianjianyan。

zhengtilaikan，guoneikafeishichangdejingzhenghuiyuelaiyuejilie。danzuihoudeluojiaodianhaishihuizaikafeizishen，yaoxiangzuodegenghao，haixuyaozhashixiulianneigong，tigongjixiaofeizhebuyiyangdejiazhi，kuodianhekouweishangdechuangxindouzhishiyigekaishi，weilaiyaoxiangzoudegengzhangjiu，pinpaimenhaixuyaodazaogengduodehuchenghe。