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一个了不起的故事

一个了不起的故事

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一个了不起的故事

05-03 21:16

$亿航智能(EH)$ 差不多要开始二浪了，拿住！这一波到25

一个了不起的故事

05-03 21:15

$哔哩哔哩(BILI)$ 盘前诱多，今天应该调整2%-3%左右

一个了不起的故事

05-03

$哔哩哔哩(BILI)$ 纳斯达克金龙指数跳空高开，明天回补，等待进场时机。

一个了不起的故事

05-03

$小鹏汽车(XPEV)$ 已买入看跌期权[财迷]

一个了不起的故事

05-03

$哔哩哔哩(BILI)$ 这一波大涨，我卖光了。你继续[白眼]

一个了不起的故事

05-02

$纳斯达克中国金龙指数(HXC)$ 涨疯了？！别这样，，，我减仓了

一个了不起的故事

05-02

$亿航智能(EH)$ 中概全体起飞，为什么唯独你没有动静？

一个了不起的故事

05-02

$Peloton Interactive, Inc.(PTON)$ 妈的，盘前进亏13%！！！

一个了不起的故事

05-02

要一直阴跌成毛票了

@墨瑟:$富原集团(TWG)$ 扶不起来那种

一个了不起的故事

04-30

$老虎证券(TIGR)$ 老夫掐指一算，应该要砸盘了，调整到3.2在进

一个了不起的故事

04-30

$百度集团-SW(09888)$ 特斯拉跟你合作，涨了15% 你怎么这么颓？

一个了不起的故事

04-29

$极兔速递-W(01519)$ 卖亏了

一个了不起的故事

04-26

$老虎证券(TIGR)$ 又是盘前涨，盘中跌？

一个了不起的故事

04-26

$亿航智能(EH)$ 五一节假日低空经济会爆发

一个了不起的故事

04-25

$哔哩哔哩(BILI)$ 财报前的压单，赶紧捡筹码！

一个了不起的故事

04-25

$富原集团(TWG)$ 冲啊，进击的鱼子酱

一个了不起的故事

04-25

$老虎证券(TIGR)$ 怎么会买了你！扶不起的阿斗，看看人家富途

一个了不起的故事

04-23

老美出售了，赶紧拉起来让他踏空后悔去吧[财迷]

摩根士丹利场外售出哔哩哔哩58.76万股，价值约661.91万美元

一个了不起的故事

04-23

$哔哩哔哩(BILI)$ 盘后交易量怎么这么大？涨了一晚上直接打回原形[喷血]

一个了不起的故事

04-16

老虎就是杀猪盘

去老虎APP查看更多动态

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怎么会买了你！扶不起的阿斗，看看人家富途","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/299069551009960","isVote":1,"tweetType":1,"viewCount":24,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":298413767762152,"gmtCreate":1713887358092,"gmtModify":1713887360154,"author":{"id":"4120360017010400","authorId":"4120360017010400","name":"一个了不起的故事","avatar":"https://static.tigerbbs.com/9ee8ea6bdd1c0b0dad01fd85a077f35e","crmLevel":7,"crmLevelSwitch":0},"themes":[],"htmlText":"老美出售了，赶紧拉起来让他踏空后悔去吧[财迷]&nbsp;&nbsp;","listText":"老美出售了，赶紧拉起来让他踏空后悔去吧[财迷]&nbsp;&nbsp;","text":"老美出售了，赶紧拉起来让他踏空后悔去吧[财迷]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/298413767762152","repostId":"2429930166","repostType":2,"repost":{"id":"2429930166","weMediaInfo":{"introduction":"为用户提供金融资讯、行情、数据，旨在帮助投资者理解世界，做投资决策。","home_visible":1,"media_name":"老虎资讯综合","id":"102","head_image":"https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba"},"pubTimestamp":1713863535,"share":"https://www.laohu8.com/m/news/2429930166?lang=&edition=full","pubTime":"2024-04-23 17:12","market":"hk","language":"zh","title":"摩根士丹利场外售出哔哩哔哩58.76万股，价值约661.91万美元","url":"https://stock-news.laohu8.com/highlight/detail?id=2429930166","media":"老虎资讯综合","summary":"售出后，摩根士丹利最新持股数目为1,590.12万股股份，好仓比例由5.01%降至4.83%。","content":"<html><head></head><body><p>根据香港联交所4月23日披露的文件，<a href=\"https://laohu8.com/S/MS\">摩根士丹利</a>于4月17日以每股均价11.265美元场外售出<a href=\"https://laohu8.com/S/09626.HK\">哔哩哔哩-W </a>58.76万股其他股股份，价值约661.91万美元。</p><p>售出后，摩根士丹利最新持股数目为1,590.12万股股份，好仓比例由5.01%降至4.83%。</p><p></p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/e1014dbcf1b84e0328c73dc7e882a5e8\" title=\"图片来源：联交所股权披露\" tg-width=\"1264\" tg-height=\"4445\"/><span>图片来源：联交所股权披露</span></p><p><strong>什么是权益披露？</strong></p><p>按香港联交所要求，大股东（持股5%或以上的个人及公司）须披露其在上市公司的股份权益。上市公司的董事及最高行政人员，须披露其在上市公司及该上市公司有联系的公司的股份及债权证权益。</p></body></html>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>摩根士丹利场外售出哔哩哔哩58.76万股，价值约661.91万美元</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; 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width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n摩根士丹利场外售出哔哩哔哩58.76万股，价值约661.91万美元\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/102\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">老虎资讯综合 </p>\n<p class=\"h-time\">2024-04-23 17:12</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><head></head><body><p>根据香港联交所4月23日披露的文件，<a href=\"https://laohu8.com/S/MS\">摩根士丹利</a>于4月17日以每股均价11.265美元场外售出<a href=\"https://laohu8.com/S/09626.HK\">哔哩哔哩-W </a>58.76万股其他股股份，价值约661.91万美元。</p><p>售出后，摩根士丹利最新持股数目为1,590.12万股股份，好仓比例由5.01%降至4.83%。</p><p></p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/e1014dbcf1b84e0328c73dc7e882a5e8\" title=\"图片来源：联交所股权披露\" tg-width=\"1264\" tg-height=\"4445\"/><span>图片来源：联交所股权披露</span></p><p><strong>什么是权益披露？</strong></p><p>按香港联交所要求，大股东（持股5%或以上的个人及公司）须披露其在上市公司的股份权益。上市公司的董事及最高行政人员，须披露其在上市公司及该上市公司有联系的公司的股份及债权证权益。</p></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/e30ab0ee16faafeea2be8f8bba49e5f3","relate_stocks":{"09626":"哔哩哔哩-W","BILI":"哔哩哔哩"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202404231712258b49ef44&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2429930166","content_text":"根据香港联交所4月23日披露的文件，摩根士丹利于4月17日以每股均价11.265美元场外售出哔哩哔哩-W 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11:03","market":"hk","language":"zh","title":"瑞幸门店达万家 郭谨一：我们用三年时间打了场漂亮翻身仗","url":"https://stock-news.laohu8.com/highlight/detail?id=2341018319","media":"雷递网","summary":"瑞幸咖啡今日宣布在中国的门店达到1万家，成为全国首个达成万店规模的连锁咖啡品牌。","content":"<html><body><p><img image_type=\"1\" img_=\"\" mime_type=\"image/jpeg\" src=\"https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f420a4a6f4ab44999a8e97b2a0804c9a~noop.image?_iz=58558&amp;from=article.pc_detail&amp;x-expires=1686538884&amp;x-signature=nKVC2Kny2AxQLgLydOyt7fKPAwk%3D\" web_uri=\"tos-cn-i-qvj2lq49k0/f420a4a6f4ab44999a8e97b2a0804c9a\"/></p><p><span>雷递网 乐天 6月5日</span></p><p>瑞幸咖啡今日宣布在中国的门店达到1万家，成为全国首个达成万店规模的连锁咖啡品牌。</p><p>瑞幸咖啡董事长兼CEO郭谨一说，从财务暴雷的生死边缘到出海新加坡、第一万家门店落地，新瑞幸用三年时间打了一场漂亮的翻身仗。过去三年，是生椰拿铁、生酪拿铁、碧螺知春拿铁等瑞幸爆款饮品闯入消费者生活的三年，也是瑞幸咖啡新一任管理层带领公司脱胎换骨、涅槃重生的三年。</p><p>“从至暗时刻到革新鼎新、全面新生、瑞幸取得的成绩离不开5万名合作伙伴的辛苦付出。”郭谨一说，风雨同路的日子，每一份努力和坚守都值得铭记，今日的辉煌与成就，都将化成明天继续努力向前的动力。</p><p>郭谨一还表示，“万店”是瑞幸的里程碑，也是新起点，要全力以赴把瑞幸咖啡打造成一个基业长青的百年品牌，努力实现公司业绩的长期、健康、高速可持续发展。</p><p>财报显示，截至2023年3月31日，瑞幸咖啡第一季度总净收入为44.367亿元，较上年同期的24亿元增长84.5%。</p><p>瑞幸咖啡2023年第一季度净利为5.65亿元，上年同期的净利为1980万元；Non-GAAP下净利为6.17亿元，Non-GAAP下净利率为13.9%。</p><p><img image_type=\"1\" img_=\"\" mime_type=\"image/jpeg\" src=\"https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/dacc5a77199d4afdb4d1952425dc1813~noop.image?_iz=58558&amp;from=article.pc_detail&amp;x-expires=1686538884&amp;x-signature=DejRJrbxqbcLsEphW22CZV%2BB3MA%3D\" web_uri=\"tos-cn-i-qvj2lq49k0/dacc5a77199d4afdb4d1952425dc1813\"/></p><p>截至2023年3月31日，瑞幸咖啡持有的现金、现金等价物、受限制现金、短期投资为43.86亿元（约6.39亿美元）。</p><p><span><span>———————————————</span></span></p><p><span><span>雷递由媒体人雷建平创办，若转载请写明来源。</span></span></p></body></html>","source":"leinews_highlight","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>瑞幸门店达万家 郭谨一：我们用三年时间打了场漂亮翻身仗</title>\n<style 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6月5日瑞幸咖啡今日宣布在中国的门店达到1万家，成为全国首个达成万店规模的连锁咖啡品牌。瑞幸咖啡董事长兼CEO郭谨一说，从财务暴雷的生死边缘到出海新加坡、第一万家门店落地，新瑞幸用三年时间打了一场漂亮的翻身仗。过去三年，是生椰拿铁、生酪拿铁、碧螺知春拿铁等瑞幸爆款饮品闯入消费者生活的三年，也是瑞幸咖啡新一任管理层带领公司脱胎换骨、涅槃重生的三年。“从至暗时刻到革新鼎新、全面新生、瑞幸...</p>\n\n<a href=\"https://www.leinews.com/Common/YiAPP.ashx?YiAPP_Method=uNews.PC_GetNewsInfo&YiAPP_Action=YiAPP.APP.SHOP&YiAPP_SIKW=true\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://leidinews-1256465536.cos.ap-chengdu.myqcloud.com/u_News/20230605/6382155979500038206517831.jpg","relate_stocks":{"BK4209":"餐馆","LKNCY":"瑞幸咖啡"},"source_url":"https://www.leinews.com/Common/YiAPP.ashx?YiAPP_Method=uNews.PC_GetNewsInfo&YiAPP_Action=YiAPP.APP.SHOP&YiAPP_SIKW=true","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2341018319","content_text":"雷递网 乐天 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管理层没参与就不用承担责任了？投资人的损失谁来承担？","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/281370737856816","isVote":1,"tweetType":1,"viewCount":612,"authorTweetTopStatus":1,"verified":2,"comments":[{"author":{"id":"3458269085914905","authorId":"3458269085914905","name":"redhu","avatar":"https://static.tigerbbs.com/adb180db8f9d3ca679e8ab39c89f5324","crmLevel":8,"crmLevelSwitch":0},"content":"股价涨到3块3以上就算了。","text":"股价涨到3块3以上就算了。","html":"股价涨到3块3以上就算了。"}],"imageCount":0,"langContent":"CN","totalScore":0},{"id":204582926557432,"gmtCreate":1690978340222,"gmtModify":1690978342508,"author":{"id":"4120360017010400","authorId":"4120360017010400","name":"一个了不起的故事","avatar":"https://static.tigerbbs.com/9ee8ea6bdd1c0b0dad01fd85a077f35e","crmLevel":7,"crmLevelSwitch":0},"themes":[],"htmlText":"有没有可能库迪和瑞幸打架，把星巴克弄死了。就像百事可乐Vs可口可乐，麦当劳Vs肯德基，王老吉Vs加多宝[开心]&nbsp;","listText":"有没有可能库迪和瑞幸打架，把星巴克弄死了。就像百事可乐Vs可口可乐，麦当劳Vs肯德基，王老吉Vs加多宝[开心]&nbsp;","text":"有没有可能库迪和瑞幸打架，把星巴克弄死了。就像百事可乐Vs可口可乐，麦当劳Vs肯德基，王老吉Vs加多宝[开心]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/204582926557432","repostId":"1172647741","repostType":2,"repost":{"id":"1172647741","weMediaInfo":{"introduction":"追踪全球财经热点，精选影响您财富的资讯，投资理财必备神器！","home_visible":1,"media_name":"华尔街见闻","id":"1084101182","head_image":"https://static.tigerbbs.com/66809d1f5c2e43e2bdf15820c6d6897e"},"pubTimestamp":1690958523,"share":"https://www.laohu8.com/m/news/1172647741?lang=&edition=full","pubTime":"2023-08-02 14:42","market":"us","language":"zh","title":"与库迪的价格战，让瑞幸又赢一把","url":"https://stock-news.laohu8.com/highlight/detail?id=1172647741","media":"华尔街见闻","summary":"今年上半年，咖啡市场上最精彩的一仗，莫过于瑞幸与其前创始人陆正耀创立的“库迪咖啡”之间的价格战。与之前市场普遍担心价格战侵蚀业绩不同，瑞幸在昨晚交出了一份炸裂的二季度业绩报告。6月份，瑞幸付费用户数突破5000万，创下新高。为了吸纳库迪、幸运咖的现有用户，瑞幸今年还做了一件事。与此同时，超低价格让库迪的加盟商利润微乎其微，回本无期，加盟意愿下降。","content":"<html><head></head><body><blockquote>预期反转，瑞幸交出炸裂业绩。</blockquote><p style=\"text-align: justify;\"><strong>今年上半年，咖啡市场上最精彩的一仗，莫过于瑞幸与其前创始人陆正耀创立的“库迪咖啡”之间的价格战。</strong></p><p style=\"text-align: justify;\">年初，库迪推出全产品9.9元促销活动。还没过多久，一到5月，又以“夏日降价”为名，再次启动9.9元大促销。</p><p style=\"text-align: justify;\">在竞争激烈的咖啡市场上，别人在降价，你不降价，就随时面临市场份额被抢夺的风险。</p><p style=\"text-align: justify;\">当库迪可以提供9.9元的生椰拿铁，消费者又为何一定要执着于15元的瑞幸生椰拿铁?</p><p style=\"text-align: justify;\">面对竞争对手的频频降价，瑞幸终于也抵不住压力，在5月推出了每周可领一次的9.9元优惠券。</p><p style=\"text-align: justify;\">这场你来我往的价格战持续引发市场关注。</p><p style=\"text-align: justify;\">降价无疑能吸引更多消费者，但价格的持续掏底，也令人担忧盈利能力，9.9元甚至1元的咖啡，还能赚多少钱呢？</p><p style=\"text-align: justify;\"><strong>与之前市场普遍担心价格战侵蚀业绩不同，瑞幸在昨晚交出了一份炸裂的二季度业绩报告。</strong></p><blockquote>Q2营收62.014亿元，yoy+88.0%；其中自营门店收入44.953亿元，yoy+85.2%，加盟店业务收入14.858亿元，yoy+91.1%。</blockquote><blockquote>GAAP经营利润率18.9%；Non-GAAP经营利润率19.9%；GAAP净利润9.987亿元，对应净利率16.1%，达历史新高；</blockquote><blockquote>Non-GAAP净利润10.622亿元，对应净利率17.1%，成为公司最好单季度利润表现。</blockquote><p style=\"text-align: justify;\"><strong>本期财报亮点：</strong></p><ul><li><p><strong>“价格战”下交出最强业绩</strong>，9.9元优惠券对交易量带动强劲，付费用户数创新高。</p></li><li><p><strong>低价丝毫不影响盈利能力</strong>，10.622亿元的净利润创下<strong>公司最好的单季度利润表现，大超市场预期。</strong></p></li><li><p><strong>门店数量提前破万，强大规模效应带来成本管控能力开始显现，成后进者无法逾越的高墙。</strong></p></li></ul><p><strong>在“价格战”下交出最强业绩</strong></p><p style=\"text-align: justify;\"><strong><u>尽管一提到“价格战”，大家的第一反应是“激烈博弈、互相降价、利润减少”,但它确实也给瑞幸带来了“好处”，最肉眼可见的就是，被低价吸引，买瑞幸咖啡的人明显增多了。</u></strong></p><p style=\"text-align: justify;\">自5月开始，瑞幸推出一周可领一次的9.9元优惠券以来，首周就售出3900万杯，首月会员数突破5000万。6月份，瑞幸付费用户数突破5000万，创下新高。整个二季度<strong>平均付费用户达4310万，同比大增107.9%。</strong></p><p style=\"text-align: justify;\">这组无疑揭露出<strong>降价对交易量的强劲带动作用。</strong>与之产生鲜明对比的是，<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>去年在激烈竞争中交易量下滑20%后，为挽回市场，派发更多代金券进行变相降价，结果客单价继续下滑的同时，交易量也仅仅增加了4%。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/2b387ae4eccbb9666cbc07adba010532\" tg-width=\"640\" tg-height=\"344\"/></p><p style=\"text-align: justify;\">主要的原因就在，瑞幸定位大众化，星巴克定位高端，本身消费者对两者价格变化的敏感度就不同。</p><p style=\"text-align: justify;\">同时两者在降价范围和深度上也有差异，瑞幸将全部产品降至9.9元，星巴克仅对部分产品优惠，且幅度较小，像近期的夏日活动两杯37元，单杯都相当于瑞幸降价前的价格了。</p><p style=\"text-align: justify;\">更为关键的是，两者在中国的品牌影响力已截然不同。2018年，星巴克市占率45%，瑞幸仅2%。但从2022年上半年，两者已基本持平，充分证明<strong>瑞幸咖啡在中国的飞速成长，也正因如此，瑞幸才能在保证产品力的前提下，通过降价成功打开市场，拉动更多用户。</strong></p><p style=\"text-align: justify;\"><strong><u>此前让市场担心的客单价下降，会影响盈利能力的情况，也完全没有发生。</u></strong></p><p style=\"text-align: justify;\">财报中披露，近10亿的<strong>净利润创下了瑞幸单季最佳表现，利润率也环比提升了6个百分点。</strong>从门店经营数据来看，同店销售额增长率达20.8%，门店利润率达29.1%，均已回归到2022年三季度的水平。</p><p style=\"text-align: justify;\">见智研究认为可以从两个方面去分析：</p><p style=\"text-align: justify;\">一方面，每周一次的<strong>9.9元优惠对利润率的负面影响有限</strong>，因为它能帮助瑞幸吸引新用户，培养用户购买习惯，提高复购率。</p><p style=\"text-align: justify;\"><strong>即使客单价有所下降，但门店杯量提升带来的营收增长，能抵消一部分客单价下滑的影响，同时净利润也随着收入规模的扩大而水涨船高。</strong></p><p style=\"text-align: justify;\">接下来三季度又是旺季，7月的杯量必定会比6月再有所提升。</p><p style=\"text-align: justify;\">另一方面，瑞幸之前接近三分之一都是外送业务，配送成本是需要和消费者共通分摊，而9.9元活动<strong>必须到店消费，也是变相降低了瑞幸这部分的成本支出。</strong></p><p style=\"text-align: justify;\"><strong>可以说，瑞幸的降价一开始还被市场解读为迎战库迪“迫于无奈的做法”，但现在的情况完全相反，价格战反而是证明了瑞幸强大的实力。</strong></p><p style=\"text-align: justify;\">虽然二季度瑞幸整体还未全面启动9.9元活动，但从4月开始，周边的库迪店已经开始每天9.9元大促销了，结果瑞幸业绩竟完全不受影响，也能在一定程度上说明<strong>价格战已经打到顶点。</strong></p><p style=\"text-align: justify;\">反转的一幕不但让市场大为吃惊，也不禁也让人发出灵魂拷问：库迪都已经价格战打到底线了，还无法对瑞幸的业绩造成实质冲击，未来还能怎么影响瑞幸的龙头地位？</p><p><strong>规模和营运水平是最大的护城河</strong></p><p style=\"text-align: justify;\"><strong>由此一战，一直以来悬在瑞幸头上的标签“没有护城河”也可以彻底摘掉了。瑞幸用实力证明，规模和运营水平本身就是最大的护城河。</strong></p><p style=\"text-align: justify;\">我们看到瑞幸的拓店速度非常快，已经提前实现了开设1万家门店的目标。截至二季度末，瑞幸门店总数达到10836家，其中自营门店7188家，联营门店3648家，正式成为中国市场首个门店数量突破1万的连锁咖啡品牌。</p><p style=\"text-align: justify;\">对于瑞幸本季度营收、净利润双双亮眼表现，现任CEO郭谨一在业绩发布会上直言，是公司业务<strong>“规模优势的体现”</strong>。</p><p style=\"text-align: justify;\">正如见智研究在《生椰拿铁可以被复制，但瑞幸能被复制吗?》多次分析，<strong>想要进入咖啡市场，做出类似“生椰拿铁”口味的产品并不难。瑞幸之所以不能被复制，规模才是更深广的护城河。</strong></p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/a3a5156362e297460eb01b23c18e00e5\" tg-width=\"632\" tg-height=\"352\"/></p><p style=\"text-align: justify;\">在规模效应之下，报告期内，瑞幸一般管理费用率同比改善了3.5个百分点，租金费用率同比改善1.6个百分点，减值及拨备率同比改善7.1个百分点，<strong>运营效率整体得到提升。这也是瑞幸能够承受价格战压力，推出9.9元活动的关键所在。</strong></p><p style=\"text-align: justify;\">瑞幸以优秀的业绩证明，<strong>规模本身可构成强大护城河，转化为成本优势和用户黏性，从而提升抵御价格战的能力。彻底打破了此前市场对于“咖啡赛道无护城河”的误解。</strong></p><p style=\"text-align: justify;\"><strong><u>但我们也都知道，快速拓店这件事是有利有弊的。利的是可以享受规模效应带来的成本管控能力，弊的是若没有足够的增量，就会稀释现有门店的客户流量。</u></strong></p><p style=\"text-align: justify;\">换句话说，瑞幸既要大幅搞扩张，又不希望稀释现有门店的客流，就必须要有新增用户源不断补充，那么这些新增客户从何而来呢？</p><p style=\"text-align: justify;\"><strong>一个是万店9.9元活动直接吸引的新用户；另一个就是低价格带上的品牌库迪、幸运咖的现有用户。可以说，瑞幸举起了“屠刀”，一刀砍向自己，一刀砍向了友商。</strong></p><p style=\"text-align: justify;\">为了吸纳库迪、幸运咖的现有用户，瑞幸今年还做了一件事。</p><p style=\"text-align: justify;\">在5月29日，瑞幸咖啡通过公众号宣布开启“带店加盟”模式，允许竞争对手的加盟店翻牌加入瑞幸阵营。它还向加盟商额外补贴1元，既稳定现有加盟商，也吸引其他加盟商跟进。</p><p style=\"text-align: justify;\">要知道此前<strong>行业内无人能提供10.9元的条件，若加盟商一旦翻牌，身边的店铺也有可能产生连锁反应，预计会有大量竞争店铺翻牌成为瑞幸门店。</strong></p><p style=\"text-align: justify;\"><strong><u>瑞幸这样的策略无疑给新进入者带来巨大压力，如果没有足够的规模效应和成本管控，很容易陷入杯量和客单价两难的困境。</u></strong></p><p style=\"text-align: justify;\">以库迪为例，根据业内人士的计算，每杯9.9元咖啡，毛利不到4块，要达到门店盈亏平衡点，每天需要售出300杯左右，这样每个月的现金流仅有900万，远远不能支撑快速扩张。</p><p style=\"text-align: justify;\">因此，库迪必须依靠加快开店速度才能获得融资支持各项运营，这也解释了库迪为什么在7月底喊出5000家门店的目标，因为不这样做就无力填补资金缺口。</p><p style=\"text-align: justify;\">与此同时，超低价格让库迪的加盟商利润微乎其微，回本无期，加盟意愿下降。</p><p style=\"text-align: justify;\"><strong>这让库迪面临两难：必须提价才能获利，但提价则会降低杯量，削弱加盟吸引力。更要命的是，瑞幸推出的每周9.9元活动让库迪无力再反击，本来想通过新店促销后提价获利的加盟商，现在只能继续陪跑价格战。</strong></p><p style=\"text-align: justify;\">这些新进入者在快速扩张过程中，也曾暴露出许多加盟品牌共性的问题，比如选址缺乏区域保护导致店间抢客，人员培训不足使品控不稳定，全加盟模式下加盟商素质参差，为节约成本出现诸多运营乱象。</p><p style=\"text-align: justify;\">种种问题叠加，<strong>扩张速度难免让人担忧其管理水平匹配度。</strong></p><p><strong>总结</strong></p><p style=\"text-align: justify;\">为何今天中国咖啡市场会聚焦在10-15元这个价格区间，消费者的选择从星巴克转向瑞幸、库迪？这是因为广大消费者对这个价位的产品有需求，瑞幸抓住了这一机遇，用低价切入市场直接抢走了星巴克的份额。</p><p style=\"text-align: justify;\">同理，如果库迪坚持打9.9元的价格战，而瑞幸不作出应对，也极可能流失部分市场，这一战无法避免。</p><p style=\"text-align: justify;\">咖啡市场本身进入门槛确实不高，规模效应带来的成本优势才是最重要的护城河，为消费者提供更实惠的产品，保证市场占有率。</p><p style=\"text-align: justify;\">随着瑞幸的最新业绩亮相，以及新进入者面临的困境显露，让市场逐渐看清了这一点。单靠低价疯狂开店是远远不够的，“价格战”还得凭实力说话。</p></body></html>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>与库迪的价格战，让瑞幸又赢一把</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; 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*/\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n与库迪的价格战，让瑞幸又赢一把\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/1084101182\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/66809d1f5c2e43e2bdf15820c6d6897e);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">华尔街见闻 </p>\n<p class=\"h-time\">2023-08-02 14:42</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><head></head><body><blockquote>预期反转，瑞幸交出炸裂业绩。</blockquote><p style=\"text-align: justify;\"><strong>今年上半年，咖啡市场上最精彩的一仗，莫过于瑞幸与其前创始人陆正耀创立的“库迪咖啡”之间的价格战。</strong></p><p style=\"text-align: justify;\">年初，库迪推出全产品9.9元促销活动。还没过多久，一到5月，又以“夏日降价”为名，再次启动9.9元大促销。</p><p style=\"text-align: justify;\">在竞争激烈的咖啡市场上，别人在降价，你不降价，就随时面临市场份额被抢夺的风险。</p><p style=\"text-align: justify;\">当库迪可以提供9.9元的生椰拿铁，消费者又为何一定要执着于15元的瑞幸生椰拿铁?</p><p style=\"text-align: justify;\">面对竞争对手的频频降价，瑞幸终于也抵不住压力，在5月推出了每周可领一次的9.9元优惠券。</p><p style=\"text-align: justify;\">这场你来我往的价格战持续引发市场关注。</p><p style=\"text-align: justify;\">降价无疑能吸引更多消费者，但价格的持续掏底，也令人担忧盈利能力，9.9元甚至1元的咖啡，还能赚多少钱呢？</p><p style=\"text-align: justify;\"><strong>与之前市场普遍担心价格战侵蚀业绩不同，瑞幸在昨晚交出了一份炸裂的二季度业绩报告。</strong></p><blockquote>Q2营收62.014亿元，yoy+88.0%；其中自营门店收入44.953亿元，yoy+85.2%，加盟店业务收入14.858亿元，yoy+91.1%。</blockquote><blockquote>GAAP经营利润率18.9%；Non-GAAP经营利润率19.9%；GAAP净利润9.987亿元，对应净利率16.1%，达历史新高；</blockquote><blockquote>Non-GAAP净利润10.622亿元，对应净利率17.1%，成为公司最好单季度利润表现。</blockquote><p style=\"text-align: justify;\"><strong>本期财报亮点：</strong></p><ul><li><p><strong>“价格战”下交出最强业绩</strong>，9.9元优惠券对交易量带动强劲，付费用户数创新高。</p></li><li><p><strong>低价丝毫不影响盈利能力</strong>，10.622亿元的净利润创下<strong>公司最好的单季度利润表现，大超市场预期。</strong></p></li><li><p><strong>门店数量提前破万，强大规模效应带来成本管控能力开始显现，成后进者无法逾越的高墙。</strong></p></li></ul><p><strong>在“价格战”下交出最强业绩</strong></p><p style=\"text-align: justify;\"><strong><u>尽管一提到“价格战”，大家的第一反应是“激烈博弈、互相降价、利润减少”,但它确实也给瑞幸带来了“好处”，最肉眼可见的就是，被低价吸引，买瑞幸咖啡的人明显增多了。</u></strong></p><p style=\"text-align: justify;\">自5月开始，瑞幸推出一周可领一次的9.9元优惠券以来，首周就售出3900万杯，首月会员数突破5000万。6月份，瑞幸付费用户数突破5000万，创下新高。整个二季度<strong>平均付费用户达4310万，同比大增107.9%。</strong></p><p style=\"text-align: justify;\">这组无疑揭露出<strong>降价对交易量的强劲带动作用。</strong>与之产生鲜明对比的是，<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>去年在激烈竞争中交易量下滑20%后，为挽回市场，派发更多代金券进行变相降价，结果客单价继续下滑的同时，交易量也仅仅增加了4%。</p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/2b387ae4eccbb9666cbc07adba010532\" tg-width=\"640\" tg-height=\"344\"/></p><p style=\"text-align: justify;\">主要的原因就在，瑞幸定位大众化，星巴克定位高端，本身消费者对两者价格变化的敏感度就不同。</p><p style=\"text-align: justify;\">同时两者在降价范围和深度上也有差异，瑞幸将全部产品降至9.9元，星巴克仅对部分产品优惠，且幅度较小，像近期的夏日活动两杯37元，单杯都相当于瑞幸降价前的价格了。</p><p style=\"text-align: justify;\">更为关键的是，两者在中国的品牌影响力已截然不同。2018年，星巴克市占率45%，瑞幸仅2%。但从2022年上半年，两者已基本持平，充分证明<strong>瑞幸咖啡在中国的飞速成长，也正因如此，瑞幸才能在保证产品力的前提下，通过降价成功打开市场，拉动更多用户。</strong></p><p style=\"text-align: justify;\"><strong><u>此前让市场担心的客单价下降，会影响盈利能力的情况，也完全没有发生。</u></strong></p><p style=\"text-align: justify;\">财报中披露，近10亿的<strong>净利润创下了瑞幸单季最佳表现，利润率也环比提升了6个百分点。</strong>从门店经营数据来看，同店销售额增长率达20.8%，门店利润率达29.1%，均已回归到2022年三季度的水平。</p><p style=\"text-align: justify;\">见智研究认为可以从两个方面去分析：</p><p style=\"text-align: justify;\">一方面，每周一次的<strong>9.9元优惠对利润率的负面影响有限</strong>，因为它能帮助瑞幸吸引新用户，培养用户购买习惯，提高复购率。</p><p style=\"text-align: justify;\"><strong>即使客单价有所下降，但门店杯量提升带来的营收增长，能抵消一部分客单价下滑的影响，同时净利润也随着收入规模的扩大而水涨船高。</strong></p><p style=\"text-align: justify;\">接下来三季度又是旺季，7月的杯量必定会比6月再有所提升。</p><p style=\"text-align: justify;\">另一方面，瑞幸之前接近三分之一都是外送业务，配送成本是需要和消费者共通分摊，而9.9元活动<strong>必须到店消费，也是变相降低了瑞幸这部分的成本支出。</strong></p><p style=\"text-align: justify;\"><strong>可以说，瑞幸的降价一开始还被市场解读为迎战库迪“迫于无奈的做法”，但现在的情况完全相反，价格战反而是证明了瑞幸强大的实力。</strong></p><p style=\"text-align: justify;\">虽然二季度瑞幸整体还未全面启动9.9元活动，但从4月开始，周边的库迪店已经开始每天9.9元大促销了，结果瑞幸业绩竟完全不受影响，也能在一定程度上说明<strong>价格战已经打到顶点。</strong></p><p style=\"text-align: justify;\">反转的一幕不但让市场大为吃惊，也不禁也让人发出灵魂拷问：库迪都已经价格战打到底线了，还无法对瑞幸的业绩造成实质冲击，未来还能怎么影响瑞幸的龙头地位？</p><p><strong>规模和营运水平是最大的护城河</strong></p><p style=\"text-align: justify;\"><strong>由此一战，一直以来悬在瑞幸头上的标签“没有护城河”也可以彻底摘掉了。瑞幸用实力证明，规模和运营水平本身就是最大的护城河。</strong></p><p style=\"text-align: justify;\">我们看到瑞幸的拓店速度非常快，已经提前实现了开设1万家门店的目标。截至二季度末，瑞幸门店总数达到10836家，其中自营门店7188家，联营门店3648家，正式成为中国市场首个门店数量突破1万的连锁咖啡品牌。</p><p style=\"text-align: justify;\">对于瑞幸本季度营收、净利润双双亮眼表现，现任CEO郭谨一在业绩发布会上直言，是公司业务<strong>“规模优势的体现”</strong>。</p><p style=\"text-align: justify;\">正如见智研究在《生椰拿铁可以被复制，但瑞幸能被复制吗?》多次分析，<strong>想要进入咖啡市场，做出类似“生椰拿铁”口味的产品并不难。瑞幸之所以不能被复制，规模才是更深广的护城河。</strong></p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/a3a5156362e297460eb01b23c18e00e5\" tg-width=\"632\" tg-height=\"352\"/></p><p style=\"text-align: justify;\">在规模效应之下，报告期内，瑞幸一般管理费用率同比改善了3.5个百分点，租金费用率同比改善1.6个百分点，减值及拨备率同比改善7.1个百分点，<strong>运营效率整体得到提升。这也是瑞幸能够承受价格战压力，推出9.9元活动的关键所在。</strong></p><p style=\"text-align: justify;\">瑞幸以优秀的业绩证明，<strong>规模本身可构成强大护城河，转化为成本优势和用户黏性，从而提升抵御价格战的能力。彻底打破了此前市场对于“咖啡赛道无护城河”的误解。</strong></p><p style=\"text-align: justify;\"><strong><u>但我们也都知道，快速拓店这件事是有利有弊的。利的是可以享受规模效应带来的成本管控能力，弊的是若没有足够的增量，就会稀释现有门店的客户流量。</u></strong></p><p style=\"text-align: justify;\">换句话说，瑞幸既要大幅搞扩张，又不希望稀释现有门店的客流，就必须要有新增用户源不断补充，那么这些新增客户从何而来呢？</p><p style=\"text-align: justify;\"><strong>一个是万店9.9元活动直接吸引的新用户；另一个就是低价格带上的品牌库迪、幸运咖的现有用户。可以说，瑞幸举起了“屠刀”，一刀砍向自己，一刀砍向了友商。</strong></p><p style=\"text-align: justify;\">为了吸纳库迪、幸运咖的现有用户，瑞幸今年还做了一件事。</p><p style=\"text-align: justify;\">在5月29日，瑞幸咖啡通过公众号宣布开启“带店加盟”模式，允许竞争对手的加盟店翻牌加入瑞幸阵营。它还向加盟商额外补贴1元，既稳定现有加盟商，也吸引其他加盟商跟进。</p><p style=\"text-align: justify;\">要知道此前<strong>行业内无人能提供10.9元的条件，若加盟商一旦翻牌，身边的店铺也有可能产生连锁反应，预计会有大量竞争店铺翻牌成为瑞幸门店。</strong></p><p style=\"text-align: justify;\"><strong><u>瑞幸这样的策略无疑给新进入者带来巨大压力，如果没有足够的规模效应和成本管控，很容易陷入杯量和客单价两难的困境。</u></strong></p><p style=\"text-align: justify;\">以库迪为例，根据业内人士的计算，每杯9.9元咖啡，毛利不到4块，要达到门店盈亏平衡点，每天需要售出300杯左右，这样每个月的现金流仅有900万，远远不能支撑快速扩张。</p><p style=\"text-align: justify;\">因此，库迪必须依靠加快开店速度才能获得融资支持各项运营，这也解释了库迪为什么在7月底喊出5000家门店的目标，因为不这样做就无力填补资金缺口。</p><p style=\"text-align: justify;\">与此同时，超低价格让库迪的加盟商利润微乎其微，回本无期，加盟意愿下降。</p><p style=\"text-align: justify;\"><strong>这让库迪面临两难：必须提价才能获利，但提价则会降低杯量，削弱加盟吸引力。更要命的是，瑞幸推出的每周9.9元活动让库迪无力再反击，本来想通过新店促销后提价获利的加盟商，现在只能继续陪跑价格战。</strong></p><p style=\"text-align: justify;\">这些新进入者在快速扩张过程中，也曾暴露出许多加盟品牌共性的问题，比如选址缺乏区域保护导致店间抢客，人员培训不足使品控不稳定，全加盟模式下加盟商素质参差，为节约成本出现诸多运营乱象。</p><p style=\"text-align: justify;\">种种问题叠加，<strong>扩张速度难免让人担忧其管理水平匹配度。</strong></p><p><strong>总结</strong></p><p style=\"text-align: justify;\">为何今天中国咖啡市场会聚焦在10-15元这个价格区间，消费者的选择从星巴克转向瑞幸、库迪？这是因为广大消费者对这个价位的产品有需求，瑞幸抓住了这一机遇，用低价切入市场直接抢走了星巴克的份额。</p><p style=\"text-align: justify;\">同理，如果库迪坚持打9.9元的价格战，而瑞幸不作出应对，也极可能流失部分市场，这一战无法避免。</p><p style=\"text-align: justify;\">咖啡市场本身进入门槛确实不高，规模效应带来的成本优势才是最重要的护城河，为消费者提供更实惠的产品，保证市场占有率。</p><p style=\"text-align: justify;\">随着瑞幸的最新业绩亮相，以及新进入者面临的困境显露，让市场逐渐看清了这一点。单靠低价疯狂开店是远远不够的，“价格战”还得凭实力说话。</p></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/a9c33d568670903493bfffd7f24eb14e","relate_stocks":{"LKNCY":"瑞幸咖啡"},"source_url":"","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1172647741","content_text":"预期反转，瑞幸交出炸裂业绩。今年上半年，咖啡市场上最精彩的一仗，莫过于瑞幸与其前创始人陆正耀创立的“库迪咖啡”之间的价格战。年初，库迪推出全产品9.9元促销活动。还没过多久，一到5月，又以“夏日降价”为名，再次启动9.9元大促销。在竞争激烈的咖啡市场上，别人在降价，你不降价，就随时面临市场份额被抢夺的风险。当库迪可以提供9.9元的生椰拿铁，消费者又为何一定要执着于15元的瑞幸生椰拿铁?面对竞争对手的频频降价，瑞幸终于也抵不住压力，在5月推出了每周可领一次的9.9元优惠券。这场你来我往的价格战持续引发市场关注。降价无疑能吸引更多消费者，但价格的持续掏底，也令人担忧盈利能力，9.9元甚至1元的咖啡，还能赚多少钱呢？与之前市场普遍担心价格战侵蚀业绩不同，瑞幸在昨晚交出了一份炸裂的二季度业绩报告。Q2营收62.014亿元，yoy+88.0%；其中自营门店收入44.953亿元，yoy+85.2%，加盟店业务收入14.858亿元，yoy+91.1%。GAAP经营利润率18.9%；Non-GAAP经营利润率19.9%；GAAP净利润9.987亿元，对应净利率16.1%，达历史新高；Non-GAAP净利润10.622亿元，对应净利率17.1%，成为公司最好单季度利润表现。本期财报亮点：“价格战”下交出最强业绩，9.9元优惠券对交易量带动强劲，付费用户数创新高。低价丝毫不影响盈利能力，10.622亿元的净利润创下公司最好的单季度利润表现，大超市场预期。门店数量提前破万，强大规模效应带来成本管控能力开始显现，成后进者无法逾越的高墙。在“价格战”下交出最强业绩尽管一提到“价格战”，大家的第一反应是“激烈博弈、互相降价、利润减少”,但它确实也给瑞幸带来了“好处”，最肉眼可见的就是，被低价吸引，买瑞幸咖啡的人明显增多了。自5月开始，瑞幸推出一周可领一次的9.9元优惠券以来，首周就售出3900万杯，首月会员数突破5000万。6月份，瑞幸付费用户数突破5000万，创下新高。整个二季度平均付费用户达4310万，同比大增107.9%。这组无疑揭露出降价对交易量的强劲带动作用。与之产生鲜明对比的是，星巴克去年在激烈竞争中交易量下滑20%后，为挽回市场，派发更多代金券进行变相降价，结果客单价继续下滑的同时，交易量也仅仅增加了4%。主要的原因就在，瑞幸定位大众化，星巴克定位高端，本身消费者对两者价格变化的敏感度就不同。同时两者在降价范围和深度上也有差异，瑞幸将全部产品降至9.9元，星巴克仅对部分产品优惠，且幅度较小，像近期的夏日活动两杯37元，单杯都相当于瑞幸降价前的价格了。更为关键的是，两者在中国的品牌影响力已截然不同。2018年，星巴克市占率45%，瑞幸仅2%。但从2022年上半年，两者已基本持平，充分证明瑞幸咖啡在中国的飞速成长，也正因如此，瑞幸才能在保证产品力的前提下，通过降价成功打开市场，拉动更多用户。此前让市场担心的客单价下降，会影响盈利能力的情况，也完全没有发生。财报中披露，近10亿的净利润创下了瑞幸单季最佳表现，利润率也环比提升了6个百分点。从门店经营数据来看，同店销售额增长率达20.8%，门店利润率达29.1%，均已回归到2022年三季度的水平。见智研究认为可以从两个方面去分析：一方面，每周一次的9.9元优惠对利润率的负面影响有限，因为它能帮助瑞幸吸引新用户，培养用户购买习惯，提高复购率。即使客单价有所下降，但门店杯量提升带来的营收增长，能抵消一部分客单价下滑的影响，同时净利润也随着收入规模的扩大而水涨船高。接下来三季度又是旺季，7月的杯量必定会比6月再有所提升。另一方面，瑞幸之前接近三分之一都是外送业务，配送成本是需要和消费者共通分摊，而9.9元活动必须到店消费，也是变相降低了瑞幸这部分的成本支出。可以说，瑞幸的降价一开始还被市场解读为迎战库迪“迫于无奈的做法”，但现在的情况完全相反，价格战反而是证明了瑞幸强大的实力。虽然二季度瑞幸整体还未全面启动9.9元活动，但从4月开始，周边的库迪店已经开始每天9.9元大促销了，结果瑞幸业绩竟完全不受影响，也能在一定程度上说明价格战已经打到顶点。反转的一幕不但让市场大为吃惊，也不禁也让人发出灵魂拷问：库迪都已经价格战打到底线了，还无法对瑞幸的业绩造成实质冲击，未来还能怎么影响瑞幸的龙头地位？规模和营运水平是最大的护城河由此一战，一直以来悬在瑞幸头上的标签“没有护城河”也可以彻底摘掉了。瑞幸用实力证明，规模和运营水平本身就是最大的护城河。我们看到瑞幸的拓店速度非常快，已经提前实现了开设1万家门店的目标。截至二季度末，瑞幸门店总数达到10836家，其中自营门店7188家，联营门店3648家，正式成为中国市场首个门店数量突破1万的连锁咖啡品牌。对于瑞幸本季度营收、净利润双双亮眼表现，现任CEO郭谨一在业绩发布会上直言，是公司业务“规模优势的体现”。正如见智研究在《生椰拿铁可以被复制，但瑞幸能被复制吗?》多次分析，想要进入咖啡市场，做出类似“生椰拿铁”口味的产品并不难。瑞幸之所以不能被复制，规模才是更深广的护城河。在规模效应之下，报告期内，瑞幸一般管理费用率同比改善了3.5个百分点，租金费用率同比改善1.6个百分点，减值及拨备率同比改善7.1个百分点，运营效率整体得到提升。这也是瑞幸能够承受价格战压力，推出9.9元活动的关键所在。瑞幸以优秀的业绩证明，规模本身可构成强大护城河，转化为成本优势和用户黏性，从而提升抵御价格战的能力。彻底打破了此前市场对于“咖啡赛道无护城河”的误解。但我们也都知道，快速拓店这件事是有利有弊的。利的是可以享受规模效应带来的成本管控能力，弊的是若没有足够的增量，就会稀释现有门店的客户流量。换句话说，瑞幸既要大幅搞扩张，又不希望稀释现有门店的客流，就必须要有新增用户源不断补充，那么这些新增客户从何而来呢？一个是万店9.9元活动直接吸引的新用户；另一个就是低价格带上的品牌库迪、幸运咖的现有用户。可以说，瑞幸举起了“屠刀”，一刀砍向自己，一刀砍向了友商。为了吸纳库迪、幸运咖的现有用户，瑞幸今年还做了一件事。在5月29日，瑞幸咖啡通过公众号宣布开启“带店加盟”模式，允许竞争对手的加盟店翻牌加入瑞幸阵营。它还向加盟商额外补贴1元，既稳定现有加盟商，也吸引其他加盟商跟进。要知道此前行业内无人能提供10.9元的条件，若加盟商一旦翻牌，身边的店铺也有可能产生连锁反应，预计会有大量竞争店铺翻牌成为瑞幸门店。瑞幸这样的策略无疑给新进入者带来巨大压力，如果没有足够的规模效应和成本管控，很容易陷入杯量和客单价两难的困境。以库迪为例，根据业内人士的计算，每杯9.9元咖啡，毛利不到4块，要达到门店盈亏平衡点，每天需要售出300杯左右，这样每个月的现金流仅有900万，远远不能支撑快速扩张。因此，库迪必须依靠加快开店速度才能获得融资支持各项运营，这也解释了库迪为什么在7月底喊出5000家门店的目标，因为不这样做就无力填补资金缺口。与此同时，超低价格让库迪的加盟商利润微乎其微，回本无期，加盟意愿下降。这让库迪面临两难：必须提价才能获利，但提价则会降低杯量，削弱加盟吸引力。更要命的是，瑞幸推出的每周9.9元活动让库迪无力再反击，本来想通过新店促销后提价获利的加盟商，现在只能继续陪跑价格战。这些新进入者在快速扩张过程中，也曾暴露出许多加盟品牌共性的问题，比如选址缺乏区域保护导致店间抢客，人员培训不足使品控不稳定，全加盟模式下加盟商素质参差，为节约成本出现诸多运营乱象。种种问题叠加，扩张速度难免让人担忧其管理水平匹配度。总结为何今天中国咖啡市场会聚焦在10-15元这个价格区间，消费者的选择从星巴克转向瑞幸、库迪？这是因为广大消费者对这个价位的产品有需求，瑞幸抓住了这一机遇，用低价切入市场直接抢走了星巴克的份额。同理，如果库迪坚持打9.9元的价格战，而瑞幸不作出应对，也极可能流失部分市场，这一战无法避免。咖啡市场本身进入门槛确实不高，规模效应带来的成本优势才是最重要的护城河，为消费者提供更实惠的产品，保证市场占有率。随着瑞幸的最新业绩亮相，以及新进入者面临的困境显露，让市场逐渐看清了这一点。单靠低价疯狂开店是远远不够的，“价格战”还得凭实力说话。","news_type":1},"isVote":1,"tweetType":1,"viewCount":1430,"authorTweetTopStatus":1,"verified":2,"comments":[{"author":{"id":"3559770134796747","authorId":"3559770134796747","name":"牛逼的泡泡","avatar":"https://static.tigerbbs.com/9bf6916652a79d7028c26078fd497da4","crmLevel":5,"crmLevelSwitch":1},"content":"想多了，星巴克其实不贵的。毕竟人家在市价好地段能提供第三方空间，具有非常划算的社交属性与办公属性","text":"想多了，星巴克其实不贵的。毕竟人家在市价好地段能提供第三方空间，具有非常划算的社交属性与办公属性","html":"想多了，星巴克其实不贵的。毕竟人家在市价好地段能提供第三方空间，具有非常划算的社交属性与办公属性"}],"imageCount":0,"langContent":"CN","totalScore":0},{"id":278801969361128,"gmtCreate":1709076792870,"gmtModify":1709076796059,"author":{"id":"4120360017010400","authorId":"4120360017010400","name":"一个了不起的故事","avatar":"https://static.tigerbbs.com/9ee8ea6bdd1c0b0dad01fd85a077f35e","crmLevel":7,"crmLevelSwitch":0},"themes":[],"htmlText":"<a 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