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酸奶冰淇淋潛在的市場增長是什么?

  Frozen yogurt sales have risen significantly in recent years,with offerings from several national franchise companies.

  近年來,隨著幾家全國性特許經營公司的產品上市,冷凍酸奶的銷量大幅增長。

  U.S.frozen-yogurt shops have seen business patterns resembling those of the 1800s gold rush,with periods of boom and bust.As of 2013,they remained in a growth mode,as operators appealed to customers seeking out healthy dessert alternatives,with a variety of choices for flavors,toppings and portion sizes.For operators,the FroYo arena retains the risks and rewards of many businesses that have a wide array of small and large competitors.

  美國冷凍酸奶店的經營模式類似于19世紀的淘金熱,有繁榮時期,也有蕭條時期。截至2013年,隨著經營商呼吁消費者嘗試健康的、有多種口味、配料以及份量選擇的甜點替代品,它們仍處于增長模式。對于運營企業而言,冷凍酸奶和其他充滿各種規模競爭對手的眾多商業產品具有同樣的風險和回報。

  Sales Trends

  銷售趨勢


  The research firm IBISWorld Inc.reported in 2011 that annual U.S.revenue at frozen yogurt stores had reached$1.59 billion.Revenue grew 5.9 percent annually in the five years through 2011 and was expected to rise 2.4 percent annually over the coming five years.Industry consulting firm The NPD Group reported that frozen yogurt servings in 2011 reached 128 million,up 11 percent from the prior year.Independent operators and large franchise chains have expanded their presence by introducing new flavors,toppings and self-service formats.

  IBISWorld公司于2011年發表的研究報告顯示,美國冷凍酸奶商店的年營業收入達到了15.9億美元。在截至2011年的5年內,其收入每年以5.9%增長,并預計在未來來5年內保持2.4%的年增長率。據行業咨詢公司NPD集團報告稱,2011年冷凍酸奶的銷量達到了1.28億份,相比上一年增加11%。獨立經營門店以及大型特許經營的連鎖店通過推出新的口味、新的配料以及自助服務模式,擴大了其業務范圍。
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  Competitive Climate

  競爭環境


  IBISWorld noted that yogurt shop sales growth was fueled largely by popular national chains such as Pinkberry,Red Mango and Yogurtland,which since 2005 have quickly increased their U.S.location counts,with future overseas expansion expected in markets including Asia and the Middle East.The firm also predicted,however,that the number of U.S.frozen yogurt stores--which went from 983 in 2007 to more than 1,200 as of 2011--would shrink starting in 2015,as the market becomes saturated and smaller players struggle to survive against growing large national franchise companies.

  IBISWorld公司指出,酸奶店銷量增長主要是由Pinkberry、Red Mango和Yogurtland等受歡迎的全國性連鎖店推動的。自2005年以來,這些連鎖店迅速擴大了其在美國的店面數量,并預計在未來進入亞洲、中東等市場進行海外擴張。然而,該公司還預測,雖然美國冷凍酸奶店的數量從2007年的983家增加至2011年的1200多家,但由于市場逐漸飽和,小公司很難與日益壯大的大型全國性特許經營公司的競爭中生存下來,美國冷凍酸奶店的數量將從2015年開始減少。

  Costs vs.Returns

  成本VS回報


  According to the industry publication"Franchise Times,"yogurt shops require initial investments ranging from$330,000 to nearly$500,000 and averaging around$400,000.Per-store sales volumes can range from$200,000 to more than$1.3 million annually;as of early 2013,for example,they averaged$510,000 for Red Mango and$783,000 for Yogurtland.With the self-serve element,labor costs at some shops can run lower than 20 percent of sales.

  根據行業雜志《Franchise Times》報道,酸奶店的初始投資金額需要33萬到近50萬美元不等,平均40萬美元。每一家酸奶店的年銷售量可從20萬美元至130萬美元不等。例如,截至2013年,Red Mango公司每家門店的平均營業額為51萬美元,而Yogurtland公司為78.3萬美元。通過自助服務,一些店面的人力成本可低于銷售額的20%。

  Boom and Bust

  繁榮和蕭條


  The first big national player,TCBY(The Country's Best Yogurt),started in 1981 and grew its shop base significantly through the latter part of the 1980s,before frozen yogurt started showing up at all kinds of businesses,including grocery stores and sandwich shops.Numerous stores closed,and U.S.frozen yogurt production tailed off after peaking in 1995.A new boom kicked off in 2005,with the U.S.introduction of Korean-style"tart"yogurts and other health-oriented variations.By early 2013,several companies had more than 200 locations,including Pinkberry,Red Mango,Yogurtland,Menchie's,Cherry Berry and Orange Leaf.

  第一家大型全國性企業——天使冰王(TCBY),成立于1981年,在包括小超市和三明治店在內的所有商店銷售冷凍酸奶之前,它的門店數量在上世紀80年代后期已經顯著增加。隨著大量的商店被關閉,美國冷凍酸奶生產量自1995年達到頂峰后逐漸減少。2005年,隨著韓式“水果風味”酸奶以及其它健康導向的品種出現,市場又一次興盛起來。至2013年初,已有多家公司設立了超過200家分店,這些公司包括Pinkberry、Red Mango、Yogurtland、Menchie's、Cherry Berry以及Orange Leaf。
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