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What is "lucky coffee" that threatens Starbucks?Two reasons for collecting funds even in large deficits: China Innovation Convention | Business+IT

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Production and manufacturing

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crisis management

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Energy saving and environmental support

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    What is "lucky coffee" that threatens Starbucks?Two reasons for collecting funds even in large deficits

    New serialization: China innovation situation

    Lucky Coffee, a cafe chain, which was listed on Nasdaq in just two years, is threatening the status of Starbucks leading the Chinese cafe market.Nevertheless, lucky coffee has never been profitable since its foundation.In addition, the company's CEO has declared that it will continue to have a strategic deficit for the next few years, and Chinese media has commented that it is "moving forward while burning investment funds."Why did Luckin Coffee become a deficit but threaten the king?

    IT journalist Takefumi Makino

    IT journalist Takefumi Makino

    An article that discusses IT technology from a consumer business perspective to various media.In recent years, he has been paying attention to Chinese IT technology.His books include "Google's identity" (Mai Komi Shinsho) and "Nintendo Nostalgi" (Kadokawa Shinsho).

    <目次>中国カフェ業界のリーダーが入れ替わろうとしている。中国のカフェ業界をリードしてきたのは、1999年に北京市に国内1号店を出店して以来、ずっと米国発のスターバックスだった。現在、中国内に3500店舗を展開し、売り上げ、店舗数だけでなく、カフェ文化そのものをリードし続けてきた。しかし、その地位が脅かされている。2018年1月1日に北京と上海で開業した瑞幸コーヒー(中国名ルイシン、英語名ラッキンコーヒー)は、創業2年足らずであるのに、すでに店舗数は2963店舗(2019年6月末現在)、今後も尋常ではないペースで出店をしていく計画で、2019年内に店舗数でスターバックスを超えるのは確実と見られている。それだけではない。2019年5月には、ナスダック市場への上場を果たしてしまった。ところが、ラッキンコーヒーは創業以来黒字になったことがない。さらに、創業者の銭治亜(チエン・ジーヤー)CEOは、「今後3年から5年は、戦略的に赤字を出し続ける」と公言をしてはばからない。中国メディアは「ラッキンコーヒーは、投資資金を燃やしながら走っている」と揶揄している。なぜ、ラッキンコーヒーは赤字上場ができたのか。一般に、赤字上場が可能になるのは、サブスクリプションサービスなどビジネスモデルが評価された場合だ。たとえば、音楽ストリーミングサービスを運営するスポティファイ・テクノロジーは、新規会員獲得施策がしっかりとしていて、会員離脱率も低いことから、数年後の黒字化が確実視できる。だからこそ、投資家は投資をしたくなる。ところが、ラッキンコーヒーは、コーヒーの小売業にすぎない。強力なライバルが登場すれば、あっという間に地位が脅かされることもありうる。それでも、上場ができたのは、ラッキンコーヒーがコーヒーのコスト構造を大転換させたからだ。関連記事

    ▲ Close ▼ All display

    一般的に、コーヒーの原材料コストは安い。中国の場合、1杯あたり4元から5元程度だと言われている。これを25元(約380円)前後で販売をする。と言っても、利益が大きいわけではない。店舗コストがかかるからだ。店舗の内装や運営スタッフの人件費などが、1杯あたり10元から12元もかかるという。この他、設備の減価償却、物流、倉庫などの費用があるので、1杯あたりの利益は10元以下になる。つまり、カフェに行くということは、コーヒーを買うというより、空間を買っていることになる。ここから日本では、店舗コストを吸収できるコンビニコーヒーが低価格で提供できている。ラッキンコーヒーは、また異なる発想で、コーヒーのコスト構造を変えた。ラッキンコーヒーの店舗は3種類に分類される。一般のカフェのようにソファなどが用意されているリラックス店。テイクアウト専門のピックアップ店。外売(デリバリー)専門のデリバリーキッチン店の3種類だ。このうち、最も多いのがピックアップ店だ。つまり、ラッキンコーヒーはテイクアウトを主体にしたカフェなのだ。さらに、テイクアウトのユーザー体験を高めるために、mobileオーダーの仕組みを全面的に導入している。ラッキンコーヒーを買うには、まず専用アプリをスマートフォンに入れて、ユーザー登録をする必要がある。それを済ますと、一番近い店を選んで、コーヒーを注文。その場で、決済まで済んでしまう。できあがるとプッシュ通知がくるので、店舗カウンターで注文番号を表すQRコードを表示することで、商品を渡してもらえる。注文は、何も店内でする必要はない。オフィスで仕事中にスマホ注文をしてしまい、できあがる時間を見計らって取りに行ってもいい。一般のカフェでは、注文をするために注文レジに並び、商品を受け取るのに待たされるという悪いユーザー体験が長年放置されているが、ラッキンコーヒーはこのカフェの課題をmobileオーダーという仕組みで解決をした。【次ページ】ラッキンコーヒーをここまで導いたのは中国の国民性?

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