wen | yilanshangye fangxun

编辑 | 薛向

jinri，beichengwei“xingbakezushiye”depiyekafeizaibeijingqiaorantuichulequanxinpinpaiora coffee，qishoujiamendianyididiaoliangxiangbeijingcaifugouwuzhongxin，youxiaoxichengerdianyezhengzaichoubei，yujijinjunchengshiweixian。xinpinpaichanpinyi15-25yuanweizhuyaojiagequjian，ruojiashangyouhuiquan，yibei“meishi”dejiagezuidikedao9.9yuan。xiangbiyiwangzhudagaoduandingweidepiyekafei，ora coffeecongmendianshejidaochanpindingjia，zaidaoyunyingmoshidoumanmande“jiediqi”，xianranshi“piye”mianxiangzhongdiduanshichangdechangshi。

piyekafeisuishangweizhengshiguanxuanzheiyixinpinpai，danora coffeedetuichusihuyushizhepiyekafeizaihuazhanlvedeyicizhongyaozhuanbian。

低价博弈，背后藏着什么野心？

piyekafei，zuowei1966niandanshengyumeiguojiazhoudejingdianpinpai，yizhiyishougonghongbeikafeidouzhucheng。zi2017jinruzhongguoshichangyilai，tashizhongbaochizhegaoduandingwei，meinianxinkaimendiandeshuliangyouxian，yibaozhangqipinpaixingxianghekehutiyan。raner，jinnianlaizhongguokafeishichangfashenglexianzhubianhua。genjushijiezhongcanyelianhehuiyuheiyutouzilianhefabude《zhongguokafeichanyebaogao2024》shujuxianshi，zhongguoxianmokafeishichangguimochaoguo1200yiyuan，zhengtishichangguimodadao1500yi，tongbizengzhangyue27%。yucitongshi，pingjiakafeichengweixindexiaofeichaoliu，ruixing、kudidengbentupinpaitongguo“9.9yuan”jiagezhanxunsujueqi，xingbakeyebudebutuichu“pingjiakafei”xilieyiyingduishichangchongji。zaizheizhongjingzhenggejuxia，piyekafeidegaoduandingweizaishichangkuozhangfangmianshouxian，qituichuora coffeewuyishixiwangjiezhuxinpinpaidapojiagebilei，kaituoxindexiaofeiqunti。

yupiyekafeigaoduanmendiandefenggejiongranbutong，ora coffeezhudaxiaoerjingdemendianmoshi，zhuzhongjianjieshejihewaidaibianlixing。

Ora Coffee门店，图片来源：网络公开渠道

qichanpindingjiagengtiejinputongxiaofeizhe，9.9yuandemeishihe18.9yuandekafei+hongbeitaocanzhizhipingjiashichang。erzaichanpinxuanzeshang，ora coffeebingweiyiweiyilaidijiajingzheng，ershirongrubentutese，lirutuichuchaka、guokadengchuangxinyinpin，yiyinghegengguangfandexiaofeixuqiu。

店内装饰，图片来源：壹览商业

tongshi，pinpaijianchi“28tianxinxianhongbei”depinzhibaozhang，shituzaijiagehepinzhizhijianzhaodaopinghengdian。congzheiyijiaodukan，ora coffeebujinshiyiciduijiagezhandecanyu，gengshiduizhongguoshichangchayihuaxuqiudehuiying。

Ora Coffee新品，图片来源：网络公开渠道

两个品牌，能否撑起“皮爷”的大旗？

pingjiakafeishichangdeqianliwuyongzhiyi。genju《2024zhongguochengshikafeifazhanbaogao》zhongdeshujuxianshi， 2024nianxianzhikafeixiaofeizherenjunnianxiaofeibeishuyujiwei16.74bei，yujidao2025nianjiangjinyibuzengzhang，xiangjiaoyu2016niande9bei，yizengzhang86%。erjiageshixiaofeizhexuanzekafeipinpaideshouyaokaolvyinsu，zhanbigaoda68%。zaizheiyibeijingxia，dijiacelvexianranshiyitiaokexingdelujing。danlingyifangmian，shichangjingzhengdejiliechengdutongyangburonghushi。juyilanshangyezhangqizhuizongde23jialiansuokafeipinpaideshujuxianshi，jiezhi9yuefenzheixiepinpaixinkaimendian1016jia，tongbi2023nian9yuexiajiang32.13%，huanbi2024nian8yueshangsheng43.10%，lveyouhuisheng，buguo，anzhaojidukan，kafeixingyedekaidiansuduxiandejiaoweipiruan。

erruixing、kudidengpinpaiyishengengdijiashichang，tongguoguimohuaxiaoyingjiangdichengben，mendianshuliangfenbiedadao2wanyujiahechao7400jia。ora coffeezuoweixinpinpai，ruhezaizheizhongjingzhenggejuzhongtuoyingerchu，shipiyekafeixuyaomianlindehexintiaozhan。

ora coffeedetuichuyetixianlepiyekafeiduishichangfengxiandeyingduicelve。tongguoxinpinpaiqierudazhongshichang，jibimianlegaoduandingweishousun，younenggouceshipingjiasaidaodeqianli。piyekafeibeikaoquanqiuzuidakafeijituanzhiyijde peet’s，wulunshigongyinglianzhenghenenglihaishipinpaiziyuan，douweiora coffeetigonglezhongyaozhichi。ciwai，zuoweiyigedulipinpai，ora coffeekeyigengjialinghuodidiaozhengcelve，wulunshidianpumoxing、chanpinjiegouhaishituiguangfangshi，doukeyigenjushichangfankuikuaisuyouhua。

Ora Coffee的故事，是否会有“续集”？

buguo，jiyubeihoutongyangcunzaibuxiaodefengxian。shouxian，ora coffeedepinpaidingweishifounengchenggongxiyinmubiaoxiaofeizheshangweikezhi。dijiasuiranjubeiyidingxiyinli，danxiaofeizheduiyuchanpinpinzhihetiyandeqidaiyezaitisheng。juxiaobianpinchanghourenwei，ora coffeedekouganyumannerkafeishifenxiangsi。danmannerjiezhi9yue，yizaiquanguoyongyou1416jiamendian。erxiaofeizhediaoyanshujuxianshi，72%deshoufangzhebiaoshi，jinguankafeijiagejiaodi，tamenyiranqiwangnenggouxiangshoudaowendingdepinzhiheyouzhidefuwu。lingyifangmian，piyekafeiguoquyizhiyidadianmoshiweizhu，erora coffeezeyixiaoxingmendianweizhu，zheiyizhuanbianyiweizheruhezaigongyinglian、yunyingxiaolvyijichengbenkongzhifangmianshunlishixianmoshideqiehuan，jiangzhijieyingxiangpinpaidekuozhangsuduheyinglinengli。zuihou，zuoweipiyekafeidezipinpai，ora coffeeruheyumupinpaijinxingyouxiaoquge，bimianshichanghuxiangcanshi，yeshiqiweilaifazhanguochengzhongbixuzhongdianjiejuedewenti。congshichanghuanjinglaikan，zhongguokafeixingyezhengjinrupinpaichuqingjieduan。juzhaimencanyanshujuxianshi，jiezhi9yue15ridejinyiniannei，quanguokafeimendianbidianshuliangda43039jia，meitianguanbishangbaijiamendian，bidianlvchao50%。zaizheiyijieduan，chuangxinnengli、pinpaiyingxiangliyijiqudaoziyuanchengweijingzhengdeguanjian。ora coffeejinguanyongyoupiyekafeideziyuanjiachi，dannengfouzaijiliedeshichangzhongzhanwenjiaogen，yiranxuyaoshijianjianyan。

congora coffeedangqiandeshiyanxingbujulaikan，qicelvexiangduijinshen。jiezhimuqian，pinpaijinzaibeijingyingyeleyijiaceshidian，bingweidaguimotuiguang。zheizhongfangshixianshichupiyekafeiduizhongguoshichangdezhongshi，tongshiyebiaomingqiduixinpinpaideweilaifazhanbaoyoushenshentaidu。weilai，ora coffeekenenghuitongguobuduandiaozhengchanpinzuhe、youhuajiagecelveyijijiaqiangpinpaituiguang，zhubuwanshanzishendingwei。duiyupiyekafeieryan，zheijishiyichangshichangtuwei，yeshiyichangyunyingnenglidekaoyan。