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抢救瑞幸

三一重工  ZAIGEJIEDEYILIAOZHIZHONG,RUIXINGYIKAISHIJINXINGMENDIANSHOUSUO。ZUIXINDEDONGZUO,SHIZAIRUIXINGBEIJINGDE400DUOJIAMENDIANLI,GUANDIAOQIZHONGJINWUFENZHIYI。

  DUICI,RUIXINGFANGMIANHUIYINGYIOUCHENG:SHOUYIQINGDENGXIANGGUANYINSUDEYINGXIANG,RUIXINGQUESHIZAIJINXINGZHENGCHANGDEMENDIANYOUHUA,DUIGEBIEXIAOYIBUHAOHUOKEHUFUGAIZHONGHEDEMENDIANJINXING“GUANTINGBINGZHUAN”,TONGSHICHIXUXINKAIMENDIAN,ZHEIYESHIGONGSIMENDIANZHANLVEDIAOZHENGDEFANGXIANG。

  2017NIAN10YUE,RUIXINGDESHOUPISANJIAMENDIANFENBIEZAILIANXIANGQIAO、WANGJINGSOHOHEYINHESOHOSANCHUKAIYE。LIANGNIANBANZHIHOU,Thinknum Alternative DataDESHUJUXIANSHI,RUJINRUIXINGDEMENDIANZONGSHUYIDADAO6912JIA。

三一重工  “MENGYANKUANGBEN”、ZAOJIABAOLEI、CAITAIMENDIAN,RUIXINGYONGLEBUDAOSANNIANDESHIJIAN,JIUZOUCHULEQITAQIYESHIJINIAN、JISHINIANDOUZOUBUCHUDEDAOLU。

  从外卖厨房到自取店

  RUIXINGQIXIAGONGYOUSILEIMENDIAN,FENBIESHI:QIJIANDIAN、YOUXIANGDIAN、KUAIQUDIANYIJIWAIMAICHUFANGDIAN,QICHAYIRUXIASUOSHI:

三一重工  QIJIANDIAN:SLEIDIAN,FENGFUCHANGJING+TANGSHI+WAISONG;

  YOUXIANGDIAN:ALEIDIAN,FENGFUCHANGJING+TANGSHI+WAISONG;

  KUAIQUDIAN:BLEIDIAN,JIANPEICHANGJING+ZITI+WAISONG;

  WAIMAICHUFANGDIAN:CLEIDIAN,ZHIZUOWAISONG,BUZHICHIZITI。

  在瑞幸起步期,其主要采用的是外卖厨房的形式, 选择在客流量不大、租金便宜的地方设置门店,主要通过外卖配送的形式配送咖啡,这也是至今为止,消费者对于瑞幸最普遍和清晰的认知。

  RUIXINGLIANHECHUANGSHIRENYANGFEICENGZISHU:“YINHESOHODIANKAIDIANDESHIHOU,NEIGEWEIZHIFEICHANGPIAN,WOQUKANDIANDESHIHOU,PANGBIANYIJIAZHONGQINGXIAOMIANDELAOBANSHUO:ZHEIDIFANGGENBENJIUMEIREN,WOMAIZHONGQINGXIAOMIANYITIANDOUMEIMAIDAO50WAN,NIKAIKAFEIGUANKENDINGMEIXI”。

三一重工  DEYIYUSHEJIAOLIEBIANDEWANFA,TONGGUO“YAOYIZENGYI”DEFANGSHI,RUIXINGXUNSUDIHUOQULEDALIANGYONGHU,ZHEICAIYOULEHOUMIANRUIXINGCHENGWEILEYINHESOHOZUIHUOKAFEIDIANZHEIYANGDEGUSHI。

  BUGUOYIWAIMAICHUFANGDIANWEIZHUDEMOSHIHENKUAIJIUMIANLINZHETIAOZHAN,NEIJIUSHIPEISONGCHENGBENDEJUGAOBUXIA。QICAIBAOXIANSHI,2018NIANYIJIDUPEISONGFEIZAIZONGCHENGBENDEZHANBIWEI10%,YINIANZHIHOUZHEIGESHUZIJIUBIAOSHENGZHI56%。

  RUIXINGCHUANGSHIRENQIANZHIYAYEGONGKAIBIAOSHI:“DANCHUNDEWAIMAIMOSHIMEIYOUSHENGMINGLI。RUIXINGKAFEIDEZHUDAMOSHISHIKUAIQUBINGFEIWAISONG,XIWANGNENGJIANGMENDIANKAIJINXIEZILOUHEQIYE,KAIDAOLIXIAOFEIZHEGENGJINDEDIFANG。”

  RUIXINGDEYEWUBUJUYEZHENGMINGLEZHEIYIDIAN。JIEZHI2019NIAN3YUE31RI,RUIXINGDEWAIMAICHUFANGDIANYOU98JIA,ZHANMENDIANZONGSHUDE4.1%,ERZAIYINIANQIAN,ZHEIGESHUZIRENGGAODA39.4%。

  随着瑞幸在快取店的发力,其区域渗透率也在不断提升,同时外卖订单的占比也在逐渐下降。其2019年Q3财报透露,瑞幸外卖订单占比已经从最高点的62.2%,一路降至12.8%。

  从抢店到关店

三一重工  YIGEYUANBENBIAOBANGXIANSHANGKAFEIDEPINPAI,QUEKAISHIGENGDUODEZOUXIANGXIACHEN,BIANCHENGLEZHENZHENGDEZHONGGUOBANXINGBAKE,ZHEISHIRUIXINGZAI2019NIANYILAIZUIDADEBIANHUA。

三一重工  ZHEIYIFANGMIANYURUIXINGXIWANGJINKUAITIEJINXIAOFEIZHEDE“KUAIQU”ZHANLVEYOUGUAN,LINGWAIYIFANGMIAN,YEYUXIANSHANGKAFEIMOSHIDEJINGZHENGYOUYIDINGGUANXI。

  XINGYELISHIJISHANGBINGFEIZHIYOURUIXINGYIJIA,YUQITONGYANGMOSHIYIDIJIABUTIEJINXINGHUOKEDEHAIYOUHENDUO,ZUIDADEDAIBIAOZHIYIJIUSHILIANKAFEI。

三一重工  CHENGLIYU2014NIANDELIANKAFEIYESHIYIKAOSHEJIAOLIEBIAN,TONGGUOFENXIANGDEQUANDENGFANGSHIYANGCHENGKEHUZHANXING,TONGGUOWAIMAIDEFANGSHIJIANGKAFEISONGZHIXIAOFEIZHESHOUZHONG,YURUIXINGDESHANGYEMOSHIJIHURUCHUYIZHE。

  SUIRANWAIMAIKAFEIJIEYUELEZUJINCHENGBEN,DANYEXUYAOJIGAODEYINGXIAOTOURUYANGCHENGXIAOFEIXIGUAN。YINCI,ZAIFENLUANDEKAFEIZHANCHANG,LIANKAFEITONGYANGSHIYIPINTUAN、BUTIEDENGSHAOQIANMOSHIXIYINKEHU。

三一重工  ZHEIJIAJULEXINGYEDEJINGZHENGQIANGDU,ZUIZHONGDEJIEGUO,SHIRUIXINGXIANGYAOTUOYINGERCHUSHUAIDIAOXIANSHANGDEDIMENJIANDUISHOU,JIUBIXUTUIO2OZHANLVE,JINXINGMENJIANGENGGAODEXIANXIAXIANSHANGQUANFUGAI。

  瑞幸的线下门店越多,敢于在其他咖啡品牌上“跟牌”的资本就越少。

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