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Usayizi wemakethe yekhofi kanye nokuhlaziywa kwesibikezelo sethemba lokuthuthuka

Ikhofi ngesinye seziphuzo ezintathu ezinkulu emhlabeni. Isiphuzo esenziwe ngobhontshisi wekhofi othosiwe. Isiphuzo esiyinhloko esidumile emhlabeni kanye nococoa netiye. Ngokwenziwa ngcono kwezinga lokuphila kwabantu bethu kanye nokukhula okuqhubekayo kokuqwashisa ngesiko lekhofi.

Umkhosi we “Double Eleven”, ukukhula okuqhuma emakethe yekhofi online

Kusukela ngoNovemba 1 kuya ku-3, isigaba sekhofi sikhuphuke ngo-1900% unyaka nonyaka, okuholela ekudleni okusha. Phakathi kwazo, izindlebe ezilengayo, uketshezi lwekhofi, nekhofi le-capsule lenyuke ngaphezu kuka-5000%. Ukuthengiswa kwezinsuku ezintathu konke kudlule ngonyaka we-11.11 wangonyaka odlule. Ngemuva kokuthi iNestlé ithole ukwanda kokuthengiswa kwezinsuku zokuqala ezingama-455% ngoNovemba 1, ukuthengiswa kwenethiwekhi jikelele kwebhizinisi lekhofi likaNestlé phakathi noNovemba 1 kuya ku-3 kukhuphuke cishe ngama-400% unyaka nonyaka; Ukusebenza kwe-Starbucks yokuthengisa kweKhaya le-Enjoy Coffee kukhuphuke kusuka ku-1 kuya ku-3 Lokhu kuphindwe izikhathi ezingama-30 kwe-Double 11 yangonyaka odlule; uphawu lwenkanyezi iSanton lwalunama-oda ayi-220,000 ngoNovemba 1, kanti ukuthengiswa kwezinsuku ezintathu kwezigidi ezingama-80 kusuka ngoNovemba 1 kuya ku-3 kwakucishe kube izikhathi eziphindwe kathathu kunangonyaka odlule.

Imakethe yekhofi iyathuthuka nokukhuphuka kwekhofi esheshayo ekhethekile

Uma kuqhathaniswa namanye amazwe, imikhuba yokudla ikhofi yaseChina incane kakhulu kunemikhiqizo yetiye, kepha ngokuthuthuka kwezindinganiso zokuphila kwabantu bethu kanye nokwaziswa okwandayo kwesiko lekhofi, kuhambisana nenzuzo enkulu yabantu, kuvusa ukusetshenziswa kwekhofi yasekhaya. Isilinganiso semakethe siyaqhubeka nokukhula. Imininingwane ikhombisa ukuthi ngonyaka we-2018, ukusetshenziswa kwekhofi ngomuntu ngamunye waseChina kwakuyizinkomishi eziyi-6.2, kanti imakethe yekhofi yayiyi-yuan engama-56.9 billion. Kulinganiselwa ukuthi ngonyaka ka-2023, ukusetshenziswa kwekhofi ngomuntu ngamunye eChina kuzoba izinkomishi eziyi-10.8, kanti imakethe yekhofi izoba yi-RMB 180.6 billion.

Njengamanje, ukusetshenziswa kwekhofi kanye nekhofi isiko lomphakathi elisanda kumelwa yi-Starbucks kuya ngokuya kuthandwa ngabathengi abaningi baseChina esimeni sokuvuselelwa kokusetshenziswa. Emakethe yabathengi yekhofi esanda kutsalwa yomhlabathi, izinhlobo zekhofi nezinsizakalo zokuthengisa zifaka phakathi: izitolo zekhofi ezingekho chain, ukusetshenziswa kwekhofi ezitolo zokupheka, ukusetshenziswa kwekhofi ezitolo zeziphuzo, ikhofi yesitolo esikahle, imishini yekhofi yokuzenzela, njll. Idatha ikhombisa ukuthi umkhiqizo wekhofi odume kakhulu ezweni lakithi e2018 ikhofi elisheshayo, futhi isilinganiso salo singaqhubeka sikhule. Ngo-2018, ikhofi elisheshayo lezwe lami lalinamaphesenti angaba ngu-68% emakethe yekhofi ephelele yezwe lami, ikhofi elilungele ukuphuzwa lalingaba cishe u-10%, kanti ikhofi elisanda kugaywa labalelwa ku-18%.

Ngokukhuphuka kwemikhiqizo esheshayo esezingeni eliphakeme, i-KFC, Luckin, Costa, Yingji, Yuyan, Manner, CoffiiJoy neminye imikhiqizo engaxhunyiwe ku-inthanethi isiqalile ukungena eTmall, yethula imikhiqizo esheshayo esezingeni eliphakeme. Imikhiqizo yekhofi esheshayo ikhula kancane kancane, futhi ukuncintisana kwezimakethe kuya ngokuya kukhula. Ngokuthuthuka okusheshayo kwe-e-commerce, amapulatifomu okuthengisa online njengeTmall neWeChat applets sekuvelile, futhi ukuthengiswa kwekhofi online kuqhubekile nokwanda.
Amathemba entuthuko embonini yekhofi

1. Isimo sokusetshenziswa kwekhofi sishintsha njalo

Eminyakeni yamuva nje, ngokuthuthuka okuqhubekayo kokulethwa kokudla kanye nomkhakha we-Intanethi, abathengi ekhaya nakwamanye amazwe bashintshe buthule imikhuba yabo yokusebenzisa ukudla kanye nekhofi. Ukuzithwebula nokulethwa kokudla sekuyindlela entsha yabathengi yokuthenga ikhofi. Ekupheleni kuka-2017, iRuixing Coffee esanda kusungulwa ivule imodeli entsha yokuthengisa ye-oda le-inthanethi + iveni engaxhunyiwe ku-inthanethi. NgoSepthemba 2018, abakwaStarbucks bethule ngokusemthethweni insizakalo yokulethwa kokudla "iSpecial Star Delivery" eChina; ngo-Okthoba wonyaka ofanayo, uMcafee naye wethule insizakalo yokulethwa kwezidingo. NgoMeyi 2019, abakwaStarbucks baphinde bavula insizakalo ye- "Brown Express" eChina lapho ama-oda efakwa online futhi alandwa ezitolo. NgoSepthemba 2020, ikhabethe lokuzenzela ukudla kwasekuseni lizofakwa ocwaningweni, futhi indawo yokusetshenziswa kwekhofi izobe ihlukahlukene futhi iphathekayo.

2. Izitolo ezingenamuntu zingaba yindlela ejwayelekile yokuphuza ikhofi

Uma kuqhathaniswa nezitolo, ama-smart terminals angenamuntu adinga izindleko ezilula, awabekelwe imingcele yizindawo, futhi aguquguquka kalula. Ngakho-ke, ukuthengisa okungagunyaziwe kudumile eChina. NgoJanuwari 8, 2020, uLuckin Coffee wethule imishini emibili yekhofi engagunyaziwe "iRui Instant Buy" kanye nomshini wokuthengisa ongagunyaziwe we "Rui Cost-effective", futhi wethula ngokusemthethweni "isu lokuthengisa elingenamuntu", esebenzisa ngokugcwele i-Internet entsha yaseChina Izinzuzo Ingqalasizinda iqhube imboni yezitolo engagunyaziwe ukuthi ithuthukise futhi. Iqhutshwa nguLuckin Coffee, ukuthengisa okungagunyaziwe kungaba yinto ejwayelekile yokuphuza ikhofi.

3. Ukunambitheka nesimo semikhiqizo yekhofi kancane kancane kuyahlukahluka

Njengamanje, amandla amakhulu emakethe yabathengi baseChina elawulwa kakhulu ngabantu abasha, abanesibindi sokuzama izinto ezintsha. Ngakho-ke, isiphuzo esisodwa sekhofi asikwazi ukuhlangabezana nezidingo zabo zesikhathi eside. Izinhlobo zekhofi zidinga ukusungula ngokuqhubekayo, ukwethula ezintsha, futhi zibe nekhono ekwakheni imikhiqizo yekhofi “enamaphuzu okuthengisa” ayingqayizivele ukuze kuqhubeke "kukhuthazwa" isifiso sabathengi sokuthenga. Njengoba imakethe yekhofi yaseChina iqhubeka nokukhula, kukholakala ukuthi kuzokwanda imikhiqizo yekhofi emakethe.

4. Amakhefi e-IP nokuthuthukiswa kokushayisana okuzungezile kokudala

Ngokuthuthuka kwezinga lokuphila kwabantu, abantu abaseneliseki ngemikhiqizo ejwayelekile yekhofi, futhi banemibono eminingi ngokwengeziwe mayelana nokunambitheka kwekhofi, njengekhofi elibhodlela, iziphuzo zekhofi lebhiya, ikhofi yobisi lukakhukhunathi obandayo namakhaza aphekwe i-nitrogen gas Ikhofi nokunye; isiqukathi asisanqunyelwe ezinkomishini zekhofi zendabuko, amabhodlela eziphuzo namabhodlela kabhiya konke kusenkundleni yempi; imikhiqizo eminingi eyodwa iphule umngcele wendabuko "wekhofi" futhi yahlanganiswa ngokwengeziwe. Ukungqubuzana phakathi kwekhofi nezinye iziphuzo eziseduze kwaqina, kwaholela emikhiqizweni efana netiyi lekhofi lekhofi kanye nemaskhi yekhofi. Eminyakeni yamuva nje, izidingo zabantu zesisindo ziye zaba lukhuni ngokwengeziwe, okuholela emafutheni aphansi anamafutha, anama-khalori aphansi, ushukela ophansi, nemikhiqizo yekhofi enamaprotheni amaningi.


Isikhathi Iposi: Dec-25-2020