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荒荒谋定

荒荒谋定

看长放短，纵横世界。主做黄金

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03-04 01:18

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2025-04-22

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19:04","market":"sg","language":"zh","title":"暴涨10.42%！三季度破百亿大关！瑞幸咖啡打了一场漂亮的“翻身仗”？","url":"https://stock-news.laohu8.com/highlight/detail?id=2479707492","media":"美股研究社","summary":"截至发稿，该股涨幅达10.42%，报26.5美元。10月30日晚上，瑞幸咖啡公布了截至9月30日的2024年第三季度财报。单季收入破百亿，瑞幸咖啡做对了什么？整体来看，瑞幸咖啡的单季度净收入首次突破了百亿元大关。截至第三季度末，瑞幸咖啡的门店总数已经达到了21343家，其中自营门店13936家，联营门店7407家。截至2024年9月30日，瑞幸咖啡拥有的现金及现金等价物、限制性现金、定期存款和短期投资总额达到了47.532亿元，较截至2023年12月31日的37.527亿元有所增加。","content":"<html><body><div>\n<div><img cms-height=\"394.328\" cms-width=\"677\" src=\"http://n.sinaimg.cn/spider20241031/409/w764h445/20241031/b553-aff5d3b030e459684c07c847fae1fe69.png\"/><span></span></div><p cms-style=\"font-L\">周三，瑞幸咖啡(LKNCY.US)股价明显走高。截至发稿，该股涨幅达10.42%，报26.5美元。</p><p cms-style=\"font-L\">10月30日晚上，瑞幸咖啡公布了截至9月30日的2024年第三季度财报。<font cms-style=\"font-L\"><font cms-style=\"font-L strong-Bold\">瑞幸咖啡实现总净营收101.808亿元，与2023年同期的72.000亿元相比增长41.4%。</font></font></p><div><img cms-height=\"68.7188\" cms-width=\"251\" src=\"http://n.sinaimg.cn/spider20241031/791/w621h170/20241031/bf9a-a9891f46f8b51ab1027f55fc0ff29b2f.png\"/><span></span></div><p cms-style=\"font-L align-Center\"><font cms-style=\"font-L strong-Bold align-Center\">单季收入破百亿，</font></p><p cms-style=\"font-L align-Center\"><font cms-style=\"font-L strong-Bold align-Center\">瑞幸咖啡做对了什么？</font></p><p cms-style=\"font-L\">整体来看，瑞幸咖啡的单季度净收入首次突破了百亿元大关。</p><p cms-style=\"font-L\"><font cms-style=\"font-L\">在门店运营方面，</font><font cms-style=\"font-L\"><font cms-style=\"font-L\"><font cms-style=\"font-L strong-Bold\">瑞幸咖啡第三季度自营门店的收入达到了75.01亿元，相较于2023年同期增长了45.9%，从51.41亿元提升至当前水平。</font></font></font><font cms-style=\"font-L\">自营门店的利润层面也表现出色，实现了17.46亿元的利润，门店层面利润率为23.3%，相较于2023年同期的11.85亿元和23.1%的利润率有所提升。同时，联营门店的收入也实现了27.2%的增长，从18.41亿元增至23.41亿元。</font></p><p cms-style=\"font-L\"><font cms-style=\"font-L\">此外，</font><font cms-style=\"font-L\"><font cms-style=\"font-L\"><font cms-style=\"font-L strong-Bold\">瑞幸咖啡在第三季度的门店规模持续扩大，净新开门店数量达到了1382家。截至第三季度末，瑞幸咖啡的门店总数已经达到了21343家</font></font></font><font cms-style=\"font-L\">，其中自营门店13936家，联营门店7407家。在国际市场方面，瑞幸咖啡在新加坡净增了8家门店，季度末门店总数达到了45家。</font></p><p cms-style=\"font-L\"><font cms-style=\"font-L\">在客户数量方面，瑞幸咖啡也取得了显著增长。截至三季度末，</font><font cms-style=\"font-L\"><font cms-style=\"font-L\"><font cms-style=\"font-L strong-Bold\">累计交易客户数已经突破了3亿，月均交易客户数也达到了7985万。</font></font></font></p><p cms-style=\"font-L\"><font cms-style=\"font-L\">从产品角度来看，</font><font cms-style=\"font-L\"><font cms-style=\"font-L\"><font cms-style=\"font-L strong-Bold\">瑞幸咖啡来自产品销售的营收为78.395亿元，同比增长46.3%。</font></font></font><font cms-style=\"font-L\">其中，新鲜酿造饮料的净营收占据了主导地位，达到了72.108亿元，占总净营收的70.8%，相较于2023年同期的48.697亿元和67.6%的占比有所提升。而其他产品的净营收也实现了增长，从3.453亿元增至4.769亿元。</font></p><p cms-style=\"font-L\">在第三季度，瑞幸咖啡共推出了28款现制饮品，其中单品轻轻茉莉·轻乳茶的首月销量更是突破了4400万杯，创下了瑞幸单品的新纪录。公司围绕“上午咖啡，下午茶”的概念，努力满足消费者的多元化消费需求，实现了产品线全时段、全场景的覆盖。</p><p cms-style=\"font-L\"><font cms-style=\"font-L\">在</font><font cms-style=\"font-L\"><font cms-style=\"font-L\"><font cms-style=\"font-L strong-Bold\">成本支出方面，瑞幸咖啡的总营运开支为86.233亿元，较2023年同期增长了38.2%。</font></font></font><font cms-style=\"font-L\">其中，材料成本、门店租金及其他运营成本、折旧及摊销费用、递送费用、销售和营销费用以及总务及行政开支均有所增长。然而，门店开业前及其他费用却出现了下滑，从3010万元降至1350万元。尽管如此，自营门店的店级运营利润率仍然保持在23.3%，与2023年同期持平。</font></p><p cms-style=\"font-L\"><font cms-style=\"font-L\">在</font><font cms-style=\"font-L\"><font cms-style=\"font-L\"><font cms-style=\"font-L strong-Bold\">利润方面，瑞幸咖啡的运营利润为15.575亿元，运营利润率为15.3%，相较于2023年同期的9.617亿元和13.4%的利润率有所提升。</font></font></font><font cms-style=\"font-L\">不按美国通用会计准则（Non-GAAP）计算，运营利润和运营利润率也分别达到了16.556亿元和16.3%。在净利润方面，瑞幸咖啡实现了13.026亿元的净利润，净利润率为12.8%，而2023年同期为9.880亿元。不按美国通用会计准则（Non-GAAP）计算，净利润和净利润率也分别达到了14.008亿元和13.8%。</font></p><p cms-style=\"font-L\">在每股美国存托股（ADS）的收益方面，瑞幸咖啡的基本和摊薄净收益均为4.08元，而2023年同期为3.12元。不按美国通用会计准则（Non-GAAP）计算，每股美国存托股（ADS）的基本和摊薄净收益也分别达到了4.40元。</p><p cms-style=\"font-L\">在运营现金流方面，瑞幸咖啡第三季度实现了13.161亿元的运营现金流，与2023年同期基本持平。截至2024年9月30日，瑞幸咖啡拥有的现金及现金等价物、限制性现金、定期存款和短期投资总额达到了47.532亿元，较截至2023年12月31日的37.527亿元有所增加。</p><p cms-style=\"font-L\">对此，瑞幸咖啡董事长兼首席执行官郭谨一表示：“未来，瑞幸咖啡将继续深化门店布局，持续产品创新，强化品牌优势，加大供应链投入，以进一步巩固并扩大市场领先优势。”</p><div><img cms-height=\"64.6094\" cms-width=\"236\" src=\"http://n.sinaimg.cn/spider20241031/791/w621h170/20241031/a2f6-da893cab96e421fae7b1386f026531de.png\"/><span></span></div><p cms-style=\"font-L align-Center\"><font cms-style=\"font-L strong-Bold align-Center\">瑞幸卷出“新高度”</font></p><p cms-style=\"font-L\">回顾今年的市场扩展历程，瑞幸咖啡在7月份实现了全国门店数量突破2万家的里程碑，从而成为国内拥有最多门店的咖啡品牌。</p><p cms-style=\"font-L\">然而，与国内市场的迅猛扩张形成鲜明对比的是，瑞幸咖啡在海外市场的布局显得相对不足。自2023年3月在新加坡开设首家海外门店以来，截至今年6月30日，瑞幸咖啡的海外业务仍然仅局限于新加坡一地，门店数量也仅为37家。</p><p cms-style=\"font-L\"><font cms-style=\"font-L\">此前</font><font cms-style=\"font-L\"><font cms-style=\"font-L\"><font cms-style=\"font-L strong-Bold\">有消息透露，瑞幸咖啡计划在今年年底大规模进军海外市场，特别是东南亚和美国市场。</font></font></font><font cms-style=\"font-L\">从瑞幸的扩张模式来看，业内人士推测，瑞幸可能会采用“大加盟”模式，即由国内总部提供中后台和供应链支持，而各个国家的加盟商则自主决定经营模式并管理当地门店和供应商。</font></p><p cms-style=\"font-L\">对于美国市场，业内人士认为瑞幸咖啡可能会延续在国内市场的低价策略，将咖啡价格定位在2-3美元（折合人民币约为14.28-21.41元），以在竞争激烈的美国市场中获得优势。然而，从瑞幸咖啡在新加坡市场的定价来看，也存在走中高端路线的可能性。</p><p cms-style=\"font-L\">在新加坡市场的推广中，瑞幸咖啡采取了“新用户APP下单即享0.99新币一杯”的优惠活动，相当于新用户仅需支付人民币5元左右即可获得一杯咖啡。而在产品定价方面，如生椰拿铁等咖啡产品的定价为6新币，约合人民币30元一杯。</p><p cms-style=\"font-L\">业内人士指出，这一价格水平在新加坡市场中属于中高端范畴，与蜜雪冰城新加坡门店的价格相比，如甜筒售价1新币、冰鲜柠檬水售价2新币，瑞幸咖啡的定价显然更高。</p><p cms-style=\"font-L\">咖啡产业链涉及种植、采购、拼配、烘焙、配送、门店呈现等多个环节，其中烘焙是供应链建设的核心环节之一。烘焙环节需要完成生豆的烘焙、包装、储存、物流配送和分销等工作。因此，对于致力于门店扩张的咖啡企业来说，提前完成烘焙产能建设规划至关重要。</p><p cms-style=\"font-L\">瑞幸咖啡目前依托江苏、福建两大咖啡烘焙基地，已经实现了咖啡豆年烘焙产能4.5万吨。公开资料显示，瑞幸咖啡在2021年投产了首个位于福建的烘焙工厂，总投资2.1亿元，年烘焙产能达到1.5万吨。此外，瑞幸咖啡还在云南保山建设了首个咖啡鲜果加工处理厂，于2024年3月进入试运营阶段，鲜果处理量达到5000吨。2024年4月20日，瑞幸咖啡在江苏的烘焙基地也正式落成投产，总投资1.2亿美元，年烘焙产能为3万吨。</p><p cms-style=\"font-L\">今年8月，瑞幸咖啡还在青岛宣布动工建设创新生产中心，总投资约30亿元，预计年烘焙产能将达到5.5万吨。未来该中心建成投产后，瑞幸咖啡将拥有年产能超过10万吨的烘焙供应网络。</p><p cms-style=\"font-L\">与同行相比，瑞幸咖啡当前的咖啡豆年烘焙产能略低于<span><a href=\"https://laohu8.com/S/SBUX\">星巴克</a></span><span></span>国内，但与库迪咖啡持平。星巴克在全球拥有7家咖啡烘焙工厂，其中5家位于美国、1家位于荷兰、1家位于国内。星巴克国内咖啡创<a href=\"https://laohu8.com/S/300832\">新产业</a>园的年产能超过6万吨，总投资为15亿元。而库迪咖啡目前自建了两个大型的供应链基地，分别位于安徽的当涂和芜湖保税区，咖啡豆烘焙基地的年产能为4.5万吨。</p><p cms-style=\"font-L\">对于瑞幸咖啡而言，出海已成为其未来发展的必然选择。然而，当前美国咖啡市场的竞争异常激烈，除了星巴克拥有近1.7万家门店外，<span><a href=\"https://laohu8.com/S/MCD\">麦当劳</a></span><span></span>、肯德基等快餐店也在销售咖啡产品。分析人士指出，尽管美国市场的消费者对咖啡的接受度较高，但竞争也非常激烈，因此瑞幸咖啡未来在美国市场的表现仍存在较大的不确定性。</p><div><img cms-height=\"66.25\" cms-width=\"242\" src=\"http://n.sinaimg.cn/spider20241031/791/w621h170/20241031/ba44-8c1e431b49aa7a1f4be857c178d047ab.png\"/><span></span></div><p cms-style=\"font-L align-Center\"><font cms-style=\"font-L strong-Bold align-Center\">供需两端的成长潜力</font></p><p cms-style=\"font-L align-Center\"><font cms-style=\"font-L strong-Bold align-Center\">是瑞幸持续增长的关键</font></p><p cms-style=\"font-L\"><font cms-style=\"font-L\"><font cms-style=\"font-L\"><font cms-style=\"font-L strong-Bold\">从长远视角来看，我国现磨咖啡市场在需求与供给两端的共同推动下，仍有望实现高速增长与扩容。</font></font></font><font cms-style=\"font-L\">当前，该市场正处于蓬勃发展的扩张阶段，无论是需求端还是供给端，都蕴含着巨大的成长潜能。</font></p><p cms-style=\"font-L\">在需求端，我国人均咖啡消费量相对较低，但随着居民收入水平的提升以及咖啡饮用频率的增加，咖啡消费需求将持续扩大。而在供给端，随着越来越多的咖啡企业涌入市场，它们将从产品创新与供应链优化等多个维度，推动行业的快速发展。</p><p cms-style=\"font-L\">随着居民收入的增长，大众开始追求更高品质的生活方式，消费观念也逐渐向多元化新消费模式转变。这一趋势将促使潜在咖啡消费群体迅速扩大。</p><p cms-style=\"font-L\">同时，一旦消费者养成了咖啡饮用习惯，他们将在生理和心理层面对咖啡产生一定的依赖性，从而进一步提升咖啡的市场渗透率和饮用频次。</p><p cms-style=\"font-L\">而瑞幸咖啡通过创新性地打造饮料化咖啡产品，成功顺应了国内消费者的饮用习惯和口味偏好。以往，咖啡市场主要以美式和拿铁等经典款式为主，但由于口味和文化差异，咖啡的苦味对于我国大众消费群体来说接受度相对较低。</p><p cms-style=\"font-L\">为了迎合国内消费者的饮品消费习惯，瑞幸坚持以饮料化咖啡为核心进行品类拓展，通过在咖啡中融入不同口味的乳品、椰汁、饮料等基底，有效中和了咖啡的酸味和苦味，使咖啡的香味和甜味更加宜人，产品更易被接受，这也成为瑞幸成功切入大众消费市场的关键所在。</p><p cms-style=\"font-L\">目前，瑞幸的常驻产品中，饮料化咖啡产品占据了主导地位，涵盖了生椰拿铁、丝绒拿铁、生酪拿铁、酱香拿铁、茶咖拿铁等多个系列，产品类型丰富多样，为消费者提供了多元化的消费选择，进一步提升了购买频次和人群渗透率。此外，瑞幸咖啡的SKU种类也十分丰富，其产品矩阵涵盖了咖啡、非咖啡饮料和甜点等多个品类。</p><p cms-style=\"font-L\">在咖啡产品方面，瑞幸提供了拿铁、美式、摩卡、玛奇朵等多种款式，常驻咖啡产品近50余种，同时每年还会推出约百余种新品，口味类型丰富多样，以满足不同消费群体的需求。在非咖啡饮料方面，瑞幸推出了抹茶好喝椰、一杯黑巧等特色饮品。</p><p cms-style=\"font-L\">而在甜点方面，瑞幸则推出了半熟芝士蛋糕、抹茶奶酥软欧包、草莓味泡芙等新式甜点，以满足消费者早餐和下午茶的消费需求。同时，瑞幸坚持高性价比战略，致力于将品质咖啡推向大众化市场。</p><p cms-style=\"font-L\">鉴于大多数中国消费者尚未形成咖啡消费习惯或欣赏咖啡文化，他们往往将咖啡视为一种普通饮料。因此，瑞幸在美国等海外市场的扩张也具有重要的战略意义。</p><p cms-style=\"font-L\">目前，瑞幸已在新加坡开展业务，这是其首次进行国际扩张。与在中国市场的业务类似，瑞幸在新加坡也完全实现了无现金运营，并大力推广使用瑞幸应用程序进行订购和取货。</p><p cms-style=\"font-L\">尽管瑞幸的定价相较于星巴克有一定的折扣，但考虑到星巴克在新加坡的美式咖啡售价为5.70美元，而瑞幸的美式咖啡售价为4.80美元，这一折扣其实并不大。鉴于较高的运营成本，我们预计瑞幸不会将其产品定价与美国市场的星巴克进行直接比较。</p>\n<div></div>\n<div>\n<div><img src=\"\"/></div>\n<div>海量资讯、精准解读，尽在新浪财经APP</div>\n</div>\n</div></body></html>","source":"sina","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>暴涨10.42%！三季度破百亿大关！瑞幸咖啡打了一场漂亮的“翻身仗”？</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; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ 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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暴涨10.42%！三季度破百亿大关！瑞幸咖啡打了一场漂亮的“翻身仗”？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2024-10-31 19:04 北京时间&nbsp;&nbsp;&nbsp;<a href=https://finance.sina.com.cn/stock/usstock/c/2024-10-31/doc-incunauc9604608.shtml><strong>美股研究社</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>周三，瑞幸咖啡(LKNCY.US)股价明显走高。截至发稿，该股涨幅达10.42%，报26.5美元。10月30日晚上，瑞幸咖啡公布了截至9月30日的2024年第三季度财报。瑞幸咖啡实现总净营收101.808亿元，与2023年同期的72.000亿元相比增长41.4%。单季收入破百亿，瑞幸咖啡做对了什么？整体来看，瑞幸咖啡的单季度净收入首次突破了百亿元大关。在门店运营方面，瑞幸咖啡第三季度自营门店的收入...</p>\n\n<a href=\"https://finance.sina.com.cn/stock/usstock/c/2024-10-31/doc-incunauc9604608.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"BK4209":"餐馆","LKNCY":"瑞幸咖啡"},"source_url":"https://finance.sina.com.cn/stock/usstock/c/2024-10-31/doc-incunauc9604608.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/b0d1b7e8843deea78cc308b15114de44","article_id":"2479707492","content_text":"周三，瑞幸咖啡(LKNCY.US)股价明显走高。截至发稿，该股涨幅达10.42%，报26.5美元。10月30日晚上，瑞幸咖啡公布了截至9月30日的2024年第三季度财报。瑞幸咖啡实现总净营收101.808亿元，与2023年同期的72.000亿元相比增长41.4%。单季收入破百亿，瑞幸咖啡做对了什么？整体来看，瑞幸咖啡的单季度净收入首次突破了百亿元大关。在门店运营方面，瑞幸咖啡第三季度自营门店的收入达到了75.01亿元，相较于2023年同期增长了45.9%，从51.41亿元提升至当前水平。自营门店的利润层面也表现出色，实现了17.46亿元的利润，门店层面利润率为23.3%，相较于2023年同期的11.85亿元和23.1%的利润率有所提升。同时，联营门店的收入也实现了27.2%的增长，从18.41亿元增至23.41亿元。此外，瑞幸咖啡在第三季度的门店规模持续扩大，净新开门店数量达到了1382家。截至第三季度末，瑞幸咖啡的门店总数已经达到了21343家，其中自营门店13936家，联营门店7407家。在国际市场方面，瑞幸咖啡在新加坡净增了8家门店，季度末门店总数达到了45家。在客户数量方面，瑞幸咖啡也取得了显著增长。截至三季度末，累计交易客户数已经突破了3亿，月均交易客户数也达到了7985万。从产品角度来看，瑞幸咖啡来自产品销售的营收为78.395亿元，同比增长46.3%。其中，新鲜酿造饮料的净营收占据了主导地位，达到了72.108亿元，占总净营收的70.8%，相较于2023年同期的48.697亿元和67.6%的占比有所提升。而其他产品的净营收也实现了增长，从3.453亿元增至4.769亿元。在第三季度，瑞幸咖啡共推出了28款现制饮品，其中单品轻轻茉莉·轻乳茶的首月销量更是突破了4400万杯，创下了瑞幸单品的新纪录。公司围绕“上午咖啡，下午茶”的概念，努力满足消费者的多元化消费需求，实现了产品线全时段、全场景的覆盖。在成本支出方面，瑞幸咖啡的总营运开支为86.233亿元，较2023年同期增长了38.2%。其中，材料成本、门店租金及其他运营成本、折旧及摊销费用、递送费用、销售和营销费用以及总务及行政开支均有所增长。然而，门店开业前及其他费用却出现了下滑，从3010万元降至1350万元。尽管如此，自营门店的店级运营利润率仍然保持在23.3%，与2023年同期持平。在利润方面，瑞幸咖啡的运营利润为15.575亿元，运营利润率为15.3%，相较于2023年同期的9.617亿元和13.4%的利润率有所提升。不按美国通用会计准则（Non-GAAP）计算，运营利润和运营利润率也分别达到了16.556亿元和16.3%。在净利润方面，瑞幸咖啡实现了13.026亿元的净利润，净利润率为12.8%，而2023年同期为9.880亿元。不按美国通用会计准则（Non-GAAP）计算，净利润和净利润率也分别达到了14.008亿元和13.8%。在每股美国存托股（ADS）的收益方面，瑞幸咖啡的基本和摊薄净收益均为4.08元，而2023年同期为3.12元。不按美国通用会计准则（Non-GAAP）计算，每股美国存托股（ADS）的基本和摊薄净收益也分别达到了4.40元。在运营现金流方面，瑞幸咖啡第三季度实现了13.161亿元的运营现金流，与2023年同期基本持平。截至2024年9月30日，瑞幸咖啡拥有的现金及现金等价物、限制性现金、定期存款和短期投资总额达到了47.532亿元，较截至2023年12月31日的37.527亿元有所增加。对此，瑞幸咖啡董事长兼首席执行官郭谨一表示：“未来，瑞幸咖啡将继续深化门店布局，持续产品创新，强化品牌优势，加大供应链投入，以进一步巩固并扩大市场领先优势。”瑞幸卷出“新高度”回顾今年的市场扩展历程，瑞幸咖啡在7月份实现了全国门店数量突破2万家的里程碑，从而成为国内拥有最多门店的咖啡品牌。然而，与国内市场的迅猛扩张形成鲜明对比的是，瑞幸咖啡在海外市场的布局显得相对不足。自2023年3月在新加坡开设首家海外门店以来，截至今年6月30日，瑞幸咖啡的海外业务仍然仅局限于新加坡一地，门店数量也仅为37家。此前有消息透露，瑞幸咖啡计划在今年年底大规模进军海外市场，特别是东南亚和美国市场。从瑞幸的扩张模式来看，业内人士推测，瑞幸可能会采用“大加盟”模式，即由国内总部提供中后台和供应链支持，而各个国家的加盟商则自主决定经营模式并管理当地门店和供应商。对于美国市场，业内人士认为瑞幸咖啡可能会延续在国内市场的低价策略，将咖啡价格定位在2-3美元（折合人民币约为14.28-21.41元），以在竞争激烈的美国市场中获得优势。然而，从瑞幸咖啡在新加坡市场的定价来看，也存在走中高端路线的可能性。在新加坡市场的推广中，瑞幸咖啡采取了“新用户APP下单即享0.99新币一杯”的优惠活动，相当于新用户仅需支付人民币5元左右即可获得一杯咖啡。而在产品定价方面，如生椰拿铁等咖啡产品的定价为6新币，约合人民币30元一杯。业内人士指出，这一价格水平在新加坡市场中属于中高端范畴，与蜜雪冰城新加坡门店的价格相比，如甜筒售价1新币、冰鲜柠檬水售价2新币，瑞幸咖啡的定价显然更高。咖啡产业链涉及种植、采购、拼配、烘焙、配送、门店呈现等多个环节，其中烘焙是供应链建设的核心环节之一。烘焙环节需要完成生豆的烘焙、包装、储存、物流配送和分销等工作。因此，对于致力于门店扩张的咖啡企业来说，提前完成烘焙产能建设规划至关重要。瑞幸咖啡目前依托江苏、福建两大咖啡烘焙基地，已经实现了咖啡豆年烘焙产能4.5万吨。公开资料显示，瑞幸咖啡在2021年投产了首个位于福建的烘焙工厂，总投资2.1亿元，年烘焙产能达到1.5万吨。此外，瑞幸咖啡还在云南保山建设了首个咖啡鲜果加工处理厂，于2024年3月进入试运营阶段，鲜果处理量达到5000吨。2024年4月20日，瑞幸咖啡在江苏的烘焙基地也正式落成投产，总投资1.2亿美元，年烘焙产能为3万吨。今年8月，瑞幸咖啡还在青岛宣布动工建设创新生产中心，总投资约30亿元，预计年烘焙产能将达到5.5万吨。未来该中心建成投产后，瑞幸咖啡将拥有年产能超过10万吨的烘焙供应网络。与同行相比，瑞幸咖啡当前的咖啡豆年烘焙产能略低于星巴克国内，但与库迪咖啡持平。星巴克在全球拥有7家咖啡烘焙工厂，其中5家位于美国、1家位于荷兰、1家位于国内。星巴克国内咖啡创新产业园的年产能超过6万吨，总投资为15亿元。而库迪咖啡目前自建了两个大型的供应链基地，分别位于安徽的当涂和芜湖保税区，咖啡豆烘焙基地的年产能为4.5万吨。对于瑞幸咖啡而言，出海已成为其未来发展的必然选择。然而，当前美国咖啡市场的竞争异常激烈，除了星巴克拥有近1.7万家门店外，麦当劳、肯德基等快餐店也在销售咖啡产品。分析人士指出，尽管美国市场的消费者对咖啡的接受度较高，但竞争也非常激烈，因此瑞幸咖啡未来在美国市场的表现仍存在较大的不确定性。供需两端的成长潜力是瑞幸持续增长的关键从长远视角来看，我国现磨咖啡市场在需求与供给两端的共同推动下，仍有望实现高速增长与扩容。当前，该市场正处于蓬勃发展的扩张阶段，无论是需求端还是供给端，都蕴含着巨大的成长潜能。在需求端，我国人均咖啡消费量相对较低，但随着居民收入水平的提升以及咖啡饮用频率的增加，咖啡消费需求将持续扩大。而在供给端，随着越来越多的咖啡企业涌入市场，它们将从产品创新与供应链优化等多个维度，推动行业的快速发展。随着居民收入的增长，大众开始追求更高品质的生活方式，消费观念也逐渐向多元化新消费模式转变。这一趋势将促使潜在咖啡消费群体迅速扩大。同时，一旦消费者养成了咖啡饮用习惯，他们将在生理和心理层面对咖啡产生一定的依赖性，从而进一步提升咖啡的市场渗透率和饮用频次。而瑞幸咖啡通过创新性地打造饮料化咖啡产品，成功顺应了国内消费者的饮用习惯和口味偏好。以往，咖啡市场主要以美式和拿铁等经典款式为主，但由于口味和文化差异，咖啡的苦味对于我国大众消费群体来说接受度相对较低。为了迎合国内消费者的饮品消费习惯，瑞幸坚持以饮料化咖啡为核心进行品类拓展，通过在咖啡中融入不同口味的乳品、椰汁、饮料等基底，有效中和了咖啡的酸味和苦味，使咖啡的香味和甜味更加宜人，产品更易被接受，这也成为瑞幸成功切入大众消费市场的关键所在。目前，瑞幸的常驻产品中，饮料化咖啡产品占据了主导地位，涵盖了生椰拿铁、丝绒拿铁、生酪拿铁、酱香拿铁、茶咖拿铁等多个系列，产品类型丰富多样，为消费者提供了多元化的消费选择，进一步提升了购买频次和人群渗透率。此外，瑞幸咖啡的SKU种类也十分丰富，其产品矩阵涵盖了咖啡、非咖啡饮料和甜点等多个品类。在咖啡产品方面，瑞幸提供了拿铁、美式、摩卡、玛奇朵等多种款式，常驻咖啡产品近50余种，同时每年还会推出约百余种新品，口味类型丰富多样，以满足不同消费群体的需求。在非咖啡饮料方面，瑞幸推出了抹茶好喝椰、一杯黑巧等特色饮品。而在甜点方面，瑞幸则推出了半熟芝士蛋糕、抹茶奶酥软欧包、草莓味泡芙等新式甜点，以满足消费者早餐和下午茶的消费需求。同时，瑞幸坚持高性价比战略，致力于将品质咖啡推向大众化市场。鉴于大多数中国消费者尚未形成咖啡消费习惯或欣赏咖啡文化，他们往往将咖啡视为一种普通饮料。因此，瑞幸在美国等海外市场的扩张也具有重要的战略意义。目前，瑞幸已在新加坡开展业务，这是其首次进行国际扩张。与在中国市场的业务类似，瑞幸在新加坡也完全实现了无现金运营，并大力推广使用瑞幸应用程序进行订购和取货。尽管瑞幸的定价相较于星巴克有一定的折扣，但考虑到星巴克在新加坡的美式咖啡售价为5.70美元，而瑞幸的美式咖啡售价为4.80美元，这一折扣其实并不大。鉴于较高的运营成本，我们预计瑞幸不会将其产品定价与美国市场的星巴克进行直接比较。\n\n\n\n海量资讯、精准解读，尽在新浪财经APP","news_type":1,"symbols_score_info":{"LKNCY":1}},"isVote":1,"tweetType":1,"viewCount":2311,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":343611036450880,"gmtCreate":1724918521161,"gmtModify":1724920333513,"author":{"id":"4181283960854412","authorId":"4181283960854412","name":"荒荒谋定","avatar":"https://static.tigerbbs.com/070084d77ab1c3d6530d203e9a05ceca","crmLevel":1,"crmLevelSwitch":1,"followedFlag":false,"idStr":"4181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