wen | lingshougongyuan xiangsheng

dazhonghuaquyejichengya，xingbakeyoulexinxiangfa。

图源：彭博社

2024nian11yue21ri，pengboyuanyinzhiqingrenshixiaoxicheng，xingbakezhengtansuozhongguoyewudebutongkeneng，huojiangchushouyewugufen。zheiyiweizhe，xingbakezhongguoyoukenengburumaidanglaozhongguo、baishengzhongguodengqiyedehouchen。

xingbakezhongguozhisuoyijijiqiubian，hendachengdushangdoushiyinweizhongguokafeishichangjingzhengyufajilie，gongsizhengmianlinjudadexiaxingyali。

canzhaomaidanglaozhongguo、baishengzhongguodengqiyedejingyan，chushouzhongguoyewugufenhou，xingbakezaibentuhua、shuzihuadengfangmiandejingzhenglihuojiangxianzhutaisheng。

buguoxuyaozhuyideshi，muqianzhongguokafeidijiahuaqushishifenmingxian，ruheshouzhugaoduandingwei、hangshi“disankongjian”dejingzhengli，yeshixingbakezhongguojiexialaixuyaozhimiandewenti。

一、价格战成行业主旋律，高端咖啡不再受宠

jinguanzhongguokafeichanyeyifazhanshushinian，danzhidao2016nianhou，bansuizhexinlingshouchanyepengbofazhan，kafeicaizhenzhengbolikongjianxiaofeishuxing，huiguiyinpinyuanxing，chengweidazhongxiaofeipin，cuishengchujudadeshangyekongjian。

图源：艾媒咨询

aimeizixunpiludeshujuxianshi，2020nian-2023nian，zhongguokafeixingyeshichangguimocong3000yiyuanzengzhangzhi6235yiyuan，fuhenianzengzhanglvwei27.62%。

yezhengshizaicibeijingxia，yizhongxinlingshoukafeiqiyefenfenzaizibendezhutuixiafengkuangkuozhang。yiruixingweili，qichengliyu2017nian10yue，zhuda“kuaiqudian”，nenggouyijiaodidezujinhezhuangxiuchengbenxunsukuozhang。2019nian5yue，chenglijin18geyuederuixingdenglunasidake，chuangjiezhidangshidujiaoshouzuikuaishangshijilu。

guanfangziliaoxianshi，jiezhi2023nian6yue，ruixingkafeimendianshuliangtupo1wanjia，chengweizhongguoshoujiapowandiandeliansuokafeipinpai。2023nian，ruixingkafeiyingshou249.03yiyuan，chaoyuexingbakezhongguo，chengweizhongguoshichangzuidadekafeiliansuopinpai。

buguoxuyaozhuyideshi，xinlingshoukafeiqiyeliangyandeyejizengsubujinjianlizaihailiangmendianzhishang，genglibukaishengshihaodadejiagezhan。

yankanzhezhongguokafeishichangpengbofazhan，yijiruixingkafeidasijuejin，jinnianlai，yuelaiyueduodeqiyerujuxiangguansaidao。guanyantianxiashujuxianshi，2023nian，zhongguokafeixiangguanqiyeshuliangyida38.49wanjia，tongbizengzhang15.65%。

suizherujuwanjiayuelaiyueduo，jingzhengyufajilie，yiruixing、kudiweidaibiaodekafeiqiyebuyueertongjichule“jiagezhan”。

图源：库迪

2023nian2yue，chenglibuzubanniandekudikafeilvxiantuichu“baichengqiandiankafeikuanghuanjie”，huodongqijianqixiashushikuandanpin9.9yuanqishou。lianggeyuehou，ruixingkafeiyexuanbuqidong9.9yuandianqingcuxiao。

gengyoushenzhe，2024nian6yue，mixuebingchengqixiaxingyunkazhijie“kaiqikafei6kuai6shidai”，quanguosuoyoumendianyue20kuanyinpinjunkexiang6.6yuandeyouhuijiage。

图源：NCBD

yizhongkafeiqiyefenfenneijuanjizhidijiadebeijingxia，gaoduankafeiyijingchengweizhongguokafeishichangde“shaoshupai”。ncbdpiludeshujuxianshi，2024nian，zhongguo60.7%dekafeidiandanjiadoudiyu30yuan，qizhonggengyou40%dekafeidiandanjiadiyu20yuan。

zaicibeijingxia，jujiaogaoduankafeidexingbakezhongguoyinglailezhianshike。

二、屡屡上线促销活动，星巴克中国经营质量恶化

caibaoxianshi，2024cainian（jiezhi2024nian9yue29ri），xingbakezhongguojingxinzeng790jiamendian，tongbizengzhang12%，chuanglishixingao。jinguanmendianguimoyousuokuoda，dantongqixingbakezhongguoyingshou29.58yimeiyuan，tongbixiadie1.4%。

xingbakezhongguodeyejizhisuoyimeiyouhemendianguimobaochixiangtongdegaozengsu，hendachengdushangdoushiyinweiqibeipojuanrulejiagezhan。

jinguancengmingquebiaotaibucanjiajiagezhan，danjinnianlai，xingbakelvlvshangxian“man70yuanjian15yuan”“69.9yuanxianshisanbeizhidingyinpin”“49.9yuanshuangbeixinpinkafei”dengyouhuihuodong。caibaoxianshi，2024cainian，xingbakezhongguopingjunkedanjiatongbixiajiang8%。

jiagezhanyuyanyuliedebeijingxia，xingbakeqingtingdianshuidejiangjiajucuojinnengmianqiangwenzhucunliangxiaofeizhe，hennankaijiangpotu。2024cainian，xingbakezhongguotongdianjiaoyiliangtongbichiping。

图源：星巴克

genglingxingbakegandaojiaolvdeshi，suizhezhongguokafeishichangjiagezhanyuyanyulie，qizhongguoquyewushenzhilian“yuanditabu”dounanyizuodao。caibaoxianshi，2024cainianq4，xingbakezhongguoyingshou7.84yimeiyuan，tongbixiahua7%。kebimendianxiaoshouexiajiang14%，kedanjiaxiahua8%，dingdanliangxiadie 6%。

mianduijijikeweidezhongguoyewu，xingbakezhengjihuayinru“waiyuan”。2024cainianq3caibaohuiyishang，shirenxingbakedongshizhangjianceonasihanbiaoshi，“suizhezhanlveyanbian，womenzhengchuyutansuozhanlvexinghezuohuobanguanxidezaoqijieduan，yijinyibuzengqiangjingzhengdiwei，jiasuzengzhanghechuangxin，zaizhongguoqudezhangqishengli。”

jinguan2024nian8yue，nasihanturanxierenxingbakeceo，danjirenzhebulaienbingweigaixiangengzhang。

2024cainianq4caibaohuiyishang，bulaienbiaoshi，suoyoujixiangdoubiaoming，zhongguodejingzhenghuanjingfeichangjilie，“womenjiangjixutansuokeyibangzhuwomenzhangqifazhandezhanlvehezuohuobanguanxi。”

三、背负“第三空间”包袱，麦当劳模式难救星巴克

xingbakezhisuoyibudasuanjixuqinliqinweijingyingzhongguoshichang，guranshiyinweixingbakezhongguociqiandeyejizhengminglezishendejingyinglinianyijingbuzaishihezhongguoshichang，lingyifangmian，huoxuyeshiyinweikandaole“maidanglaomoshi”yunhanzhejudadexiangxiangli。

2014nianqianhou，yinshipinanquanchouwen，maidanglaozhongguoquyejibuduanzoudi。caibaoxianshi，2015nian，maidanglaobaokuozhongguozaineidegaozengzhangshichangyingshoutongbixiadiejin10%。

图源：麦当劳

weilewanhuiriquweimideyeji，2016nian3yue，maidanglaozhongguoxuanbuchushou20niantexujingyingquan。2017nian8yue，maidanglaojiangzhongguoneidihexianggangshichanggongjiyue2700jiamaidanglaocantingde20niantexujingyingquan，yizongjia20.8yimeiyuan，chushoujizhongxinjituanyukailei。

yinruzhongguozibenhou，maidanglaozaibentuhua、shuzihuadengfangmianchixujingjin。biru，2020nian，maidanglaozhongguodazaole100%bentudeshuzihuatuanduijiyanfazhongxin。suihou，maidanglaozhongguoshangxianmaidanglaoapp、wujiechuzhinengqucanjudengshuzihuafuwu。

guanfangziliaoxianshi，muqianmaidanglaozhongguoshouwoshuyihuiyuan，chao90%dingdanlaizishuzihuaqudao，danrigaofengdingdanliangdashubaiwan。

yucitongshi，maidanglaozhongguohailvlvjiehezhongguoxiaofeizhedexihao，tuichuroujiamo、susuduosunjuan、gongcaijuandenggaodudingzhihuadechanpin，xiyinlehailiangzhongshide“maimen”。

shuzihuazengxiaodiejiabentuhua，jidadituidonglemaidanglaozhongguomendianshichangyingxianglikuozhang。caibaoxianshi，jiezhi2024nian9yuemo，maidanglaozhongguomendianwei6543jia，tongbizengzhang961jia，weimaidanglaoquanqiuxinzengdianshuzuiduodediqu，guoquyiniangongxianlemaidanglaoquanqiuyue59%dexindian。

youcilaikan，zhongguoyewuweimibuzhendebeijingxia，xingbake“tansuozhanlvexinghezuohuobanguanxi”，sihushixiwangjie“maidanglaomoshi”dakaixiangxiangkongjian。

buguoxuyaozhuyideshi，yumaidanglaobenshenjiushipingjiakuaicanpinpaibutong，xingbakemuqianmianlindezuidatiaozhanzaiyu，qizhuda“disankongjian”，fangzuchengbenjiaogao，yinerzhinengxuanzexiaoshougaoduankafei。

ranerruqianwensuoshu，muqianzhongguokafeixingyeneijuanyanzhong。weiletishengjingzhengli，zhuduokafeiqiyefenfenjinxingyewumoshichuangxin，zhuda“kuaiqudian”，chengbenbaofuxiangduiyouxian，yinerkeyigongyingjijuxingjiabidekafeichanpin。

jingjifeisufazhanzhishi，tigong“disankongjian”degaoduankafeiqueshiyoubushaoshouzhong。raner，jinnianlai，yinjingjichengya，xiaofeizhexiaofeiriqubaoshou，gaoduancanyinpinpaijingyingyalidouzeng。

biru，2024nianshangbannian，haidilaokedanjiawei97.4yuan，tongbixiajiang5.34%。tongqi，naixuedechadekedanjiawei27.5yuan，yetongbixiajiang15.12%。

zaicibeijingxia，zhudapingjiakuaicandemaidanglaodoubudebujiangjiaqiusheng。2024 nianyilai，maidanglaozhongguoshucituichu“10yuanchibao”cuxiaohuodong。

wuduyouou，2024 nianmaidanglaozhongguo“88jinfenjie”huodongchixushijianchaoguoyigeyue，chuanggongsishishangzuizhangjilu。huodongqijian，maidanglaozhongguoxiangxiaofeizhetigongchaozhitaocanyouhui、jingdianrenqixiaoshiyijixiandingzhoubian。

duici，maidanglaoceokenpuqinsijibiaoshi，“zhongguomuqiandehuanjingjingzhengfeichangjilie。wulunshizaiwomenzheiyixingye，haishizaiguangfandexiaofeipinxingye，xiaofeizhefeichangfeichangxiangyaoxunqiuyouhui。”

guigenjiedi，guoqujinian，xingbakezhongguodeyejizhisuoyiwenjian，huoxubingbushiyinweixiaoshoudekafeichanpinkouweidute，ershiyinweiqizhudade“disankongjian”weimangliudeshanglvrenshitigongleyigexiquedebangong、xiuxi、shejiaochangsuo。

jinnianlai，yinghejingjichengyadedahuanjing，yizhongkafeiqiyefenfenneijuanjizhidijia，zhuduobuzaizhuiqiu“disankongjian”qieshoutoujiejudexiaofeizhefenfenpaoqixingbake，xuangoudijiakafei。

zaicibeijingxia，jujiao“maidanglaomoshi”dexingbakezhongguoqueshikeyitishengbentuhua、shuzihuadengfangmiandejingzhengli，danzaizenmeyouhuachengbenjiegou，xingbakehe“waiyuanmen”huoxuyenanyipaoxia“disankongjian”dechengbenbaofu，tigongdijiakafei。

zheiyejuedingle，jiexialaixingbakehuojiangjixuyouyugaoduankafei，nanyibaituoshichangkongjianzhubushouzhaidesuming。