星巴克、瑞幸又添“新对手” 京东开无人咖啡店 机器人30秒内出杯Starbucks, Luckin Coffee add 'new competitors', JD opens unmanned coffee shop robot to dispense cups within 30 seconds

北京银河SOHO流线型的穹顶之下，又一家带着互联网基因的“咖啡首店”开业。不过，这次的主角不是咖啡，而是机器人。

8月16日，京东集团旗下七鲜咖啡首家24小时智能化无人咖啡店在北京银河SOHO 开业。《每日经济新闻》记者（以下简称每经记者）现场注意到，该门店咖啡饮品从制作、出杯全流程由机器人执行，24小时营业。

无人咖啡门店并非新兴概念。早前，瑞幸等连锁咖啡品牌便率先入局，在写字楼等场景试水无人咖啡终端，同时一众咖啡硬件企业也依托设备端切入赛道。但多数尝试止步于“自动贩卖”的初级阶段，供应链、运维成本等让规模布局停滞。

随着机器人与具身智能产业快速迭代，无人咖啡赛道的规模化发展困局正迎来破解契机。前不久，小米一位前副总裁创办的通用餐饮具身机器人公司影智XBOT宣布连续完成数亿元两轮融资，其咖啡机器人已落地超过1000台。京东等大厂亦在具身智能、机器人领域动作频频。

如今，一二线城市商圈核心点位品牌门店密集，“价格战”激烈，咖啡赛道的“红海”现状丝毫未变，单纯依靠传统门店跑马圈地的增长空间逐渐收窄。在此背景下，智能化无人门店能否为咖啡市场带来新的增长点，值得期待。

与星巴克、瑞幸短兵相接

每经记者现场注意到，北京银河SOHO处于北京二环核心商圈，周围矗立着写字楼群，咖啡需求密集。该地段市场竞争激烈，京东七鲜咖啡智能化无人门店左有星巴克、右有MANNER，不到50米处还有一家瑞幸咖啡店。四个咖啡品牌在百米内短兵相接。

七鲜咖啡相关负责人告诉每经记者，门店制作一杯咖啡的时间约为20至30秒，开业前一小时供应了202杯咖啡。消费者可以通过店内的自助大屏或京东App（应用程序）下单，系统自动分配订单。

据七鲜咖啡小红书直播数据，这家门店运行19个小时内，制作了超过1900杯咖啡饮品。

“开业前期会有员工进行维护，后续稳定后恢复24小时无人化运营，没有人工值守。”上述相关负责人向每经记者表示，“门店内置了一整套智能无人化咖啡自动流水线，负责咖啡制作出餐。”

每经记者现场注意到，店内还有一台机器人设备负责搬运，将饮品从出餐口转移至取餐柜。此外，消费者可以在店内大屏看到自己的餐品从落杯、落冰、现制到入柜的过程。

现场技术合作商信息显示，京东七鲜咖啡智能化无人门店技术合作方有橡鹿机器人、UniXAI等。七鲜咖啡相关负责人告诉每经记者，“后续还会根据不同店型去做（技术模块、设备等）调整”。

单杯价格最低仅5.9元

值得一提的是，北京银河SOHO俨然成了新业态的试验场。2017年10月，瑞幸第一家门店就在此开业。近十年时间，涟漪已成巨浪，国内咖啡市场已从蓝海“卷”成红海。商圈核心点位被瓜分殆尽，“9.9元”价格战席卷行业，扩张与倒下“冰火两重天”。

京东为何选在此时按下咖啡市场布局的加速键？机器人、AI（人工智能）等技术汹涌，能另辟蹊径破除咖啡市场“内卷”吗？

从智能化无人咖啡门店的整体运营来看，相比传统门店，其在人力、房租等成本项上或许更有优势，一台占地面积不大的咖啡机器人即可实现24小时不间断运营。

从京东七鲜咖啡智能化无人门店产品定价来看，据其点单小程序，店内价格最低单品为经典美式，单杯价格为5.9元，鲜奶拿铁单价为9.9元；最贵的为加浓鲜奶拿铁，单价为11.9元（注：开业首日店内产品免费送，以上价格仅为小程序显示）。

这个价格的压缩是否完全由智能化设备等的引入而来，尚不得而知。不过，七鲜咖啡价格策略的真正用意或许并非用低价抢占市场，京东的战略意图显然指向更深层的布局。

京东此番入局，一方面，是对其本地生活高频流量入口以及即时零售线下触点的补足。咖啡属于高复购刚需品类，24小时营业的智能化无人咖啡门店，在一定程度上可以打通线上线下流量，也能补齐七鲜超市、七鲜小厨等业态之外的战略拼图。另一方面，智能化无人咖啡门店的前期试验，也可以进一步验证京东自身的无人化商业模式，探索更多品牌可复制的路径。不过，对于未来开店计划，截至发稿，七鲜咖啡尚未具体披露。

北京银河SOHO见证了国内咖啡赛道的起承转合。当价格战的红利消耗殆尽，国内咖啡市场下半场的竞争维度也在彻底切换。七鲜咖啡后续能否通过智能化无人门店布局进一步抢占市场份额，这需要观察。但至少在这座“地标”里，咖啡市场因为它而有了新的注脚。

每日经济新闻

Under the streamlined dome of Beijing Galaxy SOHO, another "first coffee shop" with Internet genes opened. However, the protagonist this time is not coffee, but a robot.

On August 16th, the first 24-hour intelligent unmanned coffee shop under JD Group's Seven Fresh Coffee opened in Beijing Galaxy SOHO. The reporter from the Daily Economic News (hereinafter referred to as the "reporter") noticed on site that the coffee beverage production and cup making process of the store is carried out by robots and operates 24 hours a day.

Unmanned coffee shops are not a new concept. Earlier, chain coffee brands such as Luckin Coffee were among the first to enter the market, testing unmanned coffee terminals in office buildings and other scenarios. At the same time, a group of coffee hardware companies also entered the race by relying on the device side. But most attempts have stopped at the initial stage of "automatic sales", with supply chain and operation costs causing the scale layout to stagnate.

With the rapid iteration of the robotics and embodied intelligence industries, the dilemma of large-scale development in the unmanned coffee track is now facing an opportunity to break through. Not long ago, Yingzhi XBOT, a general catering body robot company founded by a former vice president of Xiaomi, announced that it has completed two rounds of financing worth hundreds of millions of yuan in a row, and its coffee robots have landed over 1000 units. JD.com and other major companies are also making frequent moves in the fields of embodied intelligence and robotics.

Nowadays, the core points of commercial districts in first and second tier cities are densely populated with brand stores, and the "price war" is fierce. The current situation of the "red ocean" of the coffee track has not changed at all, and the growth space relying solely on traditional stores to expand the market is gradually narrowing. In this context, it is worth looking forward to whether intelligent unmanned stores can bring new growth points to the coffee market.

Close combat with Starbucks and Luckin Coffee

Every reporter noticed on site that Beijing Galaxy SOHO is located in the core commercial district of Beijing's Second Ring Road, surrounded by a cluster of office buildings and a high demand for coffee. The market competition in this area is fierce. JD Seven Fresh Coffee's intelligent unmanned stores have Starbucks on the left and MANNER on the right, and there is also a Luckin Coffee store less than 50 meters away. Four coffee brands are in close combat within a hundred meters.

The person in charge of Seven Fresh Coffee told reporters that it takes about 20 to 30 seconds for the store to make a cup of coffee, and 202 cups of coffee were served one hour before the opening. Consumers can place orders through the self-service large screen or JD App in the store, and the system automatically assigns orders.

According to the live streaming data on Xiaohongshu of Qixian Coffee, this store has produced over 1900 cups of coffee drinks within 19 hours of operation.

In the early stage of opening, there will be staff to maintain it, and after stabilization, it will resume 24-hour unmanned operation without human supervision, "the relevant person in charge told reporters." The store has a complete set of intelligent unmanned coffee automatic production lines, responsible for coffee making and serving

Every time the reporter noticed on site, there was also a robot device in the store responsible for transporting drinks from the outlet to the pickup cabinet. In addition, consumers can see the process of their food from cup dropping, ice dropping, freshly made to being stocked on the large screen in the store.

On site technical partner information shows that JD Seven Fresh Coffee's intelligent unmanned store technology partners include Xianglu Robot, UniXAI, etc. The person in charge of Seven Fresh Coffee told reporters that "adjustments will be made (in terms of technical modules, equipment, etc.) according to different store types in the future.

The lowest single cup price is only 5.9 yuan

It is worth mentioning that Beijing Galaxy SOHO has become a testing ground for new business formats. In October 2017, Luckin Coffee opened its first store here. In the past decade, ripples have become huge waves, and the domestic coffee market has "rolled" from a blue ocean to a red ocean. The core points of the business district have been completely divided, and the "9.9 yuan" price war has swept across the industry, with expansion and collapse taking place in a "dual heaven" situation.

Why did JD.com choose to press the accelerator button for coffee market layout at this time? Can robots, AI (artificial intelligence) and other technologies surge to break through the "internal competition" in the coffee market?

From the overall operation of intelligent unmanned coffee shops, compared to traditional shops, they may have more advantages in cost items such as manpower and rent. A small coffee robot can achieve 24-hour uninterrupted operation.

From the pricing of JD Seven Fresh Coffee's intelligent unmanned store products, according to its ordering mini program, the lowest priced item in the store is the classic American style, with a single cup price of 5.9 yuan and a fresh milk latte unit price of 9.9 yuan; The most expensive one is the concentrated fresh milk latte, with a unit price of 11.9 yuan (note: products in the store are free on the first day of opening, the above prices are only displayed on the mini program).

It is still unknown whether this price compression is entirely due to the introduction of intelligent devices and other technologies. However, the true intention of Seven Fresh Coffee's pricing strategy may not be to seize the market with low prices. JD's strategic intention clearly points to a deeper layout.

JD's entry this time is, on the one hand, a supplement to its local high-frequency traffic entry and instant retail offline touchpoints. Coffee belongs to the high repurchase and essential category. The 24-hour intelligent unmanned coffee store can to some extent connect online and offline traffic, and also fill the strategic puzzle outside of the Seven Fresh Supermarket, Seven Fresh Kitchen and other business formats. On the other hand, the preliminary experiments of intelligent unmanned coffee shops can further verify JD's own unmanned business model and explore more replicable paths for brands. However, as of press time, Seven Fresh Coffee has not yet disclosed specific plans for future store openings.

Beijing Galaxy SOHO witnessed the rise and fall of the domestic coffee industry. When the dividends of the price war are exhausted, the competition dimension in the second half of the domestic coffee market is also completely shifting. Whether Qixian Coffee can further seize market share through intelligent unmanned store layout in the future needs to be observed. But at least in this landmark, the coffee market has a new footnote because of it.

Daily Economic News