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撰文/ 孟会缘
编辑/ 许 伟
2017年前后，当第一批下场开无人便利店的玩家，有超95%都达成了“死亡”的结局之后，这个细分赛道便迅速沉寂下来。但当时间来到现在，这个市场在有心人的推动之下，似乎又“复活”了。
从今年10月，上海罗森便利店在晶耀前滩落地了首家无感支付智能门店；到各互联网平台上，那些层出不穷的无人便利店加盟广告……种种迹象表明，无人便利店又成了一个可以投资落地的“好项目”。
“无需进货”“没有人工负担”“总部扶持”“一部手机即可创业”，背负着这一连串标签的无人便利店，在加盟商口中成了当下最值得做的生意之一，甚至连回报都来得比其他行业更快一些，“只要几个月就能回本，然后可以再投入开分店赚更多的钱。”
曾令企业商家花时费力、资本跟风重金投注却一直没做起来的生意，凭个人玩家下场就能“起死回生”了？
5年后，无人便利店成了“轻”投资
说起无人便利店赛道这5年来最明显的变化，莫过于其参与者从企业商家过渡到个人玩家了。
2017年前后，无人零售概念一度成为风口，仅在2017年无人零售领域光是融资事件就有 93起。据艾瑞咨询数据，截至2017年底，全国无人零售货架累计落地2.5万个，无人便利店累计落地200家。
其中，不仅有缤果盒子、F5未来商店、神奇屋、EATBOX、甘来智能微超、怪兽等多个无人零售品牌，还有像中石化这样的大型企业跨界下场，都想分一杯羹。
但要是对比无人零售货架和无人便利店当下的发展情况，早已不可同日而语。
仅看前者，不光顺丰旗下的无人零售项目“丰e足食”获得了新一轮融资，瑞幸咖啡、元气森林、钱大妈、百果园等企业商家也不约而同地重新拾起了“无人零售货架”这个概念，这些动态仿佛都在说明“无人货架”仍有潜力可挖。
再看后者，不过两三年之后就有大量无人超市关闭，缤纷果子、猩便利、GOGO小超市的倒下，也宣告着相关企业和资本的投入付诸东流。或许走进街头巷尾，依然偶尔可见分布着零星几个的无人零售店，但市场对其看法确实是冷淡了不少。
直到最近，无人便利店才又现兴旺之势。
10月，上海罗森便利店在晶耀前滩落地了首家无感支付智能门店，沉寂已久的无人便利店赛道迎来新动态的消息，吸引了不少人的关注。不仅如此，锌刻度还发现有关无人便利店加盟的广告也多起来了。
“如果你还没有第二份收入，可以试试无人售货店创业。24小时无人经营，总部提供专业的技术服务。合作挣钱，无需任何人工。”
“总部帮选址、包运营、包机器、包产品、包装修，无需经验、无需库存，大品牌自带流量，线上结合多个外卖平台店+线下无人售货店，智能管理无需人工，全国连锁加盟店，投资灵活、创业轻松。”
“生活品类无人售货，行业连锁品牌，产品丰富四季可经营，外卖+进店双线营收，无需看守时间自由，无需人工扫码购物，20平米起谁都能干，厂家直供选址灵活，街边巷口均可开店，总部全程扶持。”
无人便利店成了“轻”投资
正如这些广告语，曾让诸多资金雄厚且备受资本青睐的企业商家接连受挫的无人便利店项目，在加盟商口中变成了“一部手机即可创业”“没有人工负担”“总部扶持”的好生意，一副只要花上不到10万元就能轻松创业的架势。
但问题是，无人便利店能突破这几年的沉寂“魔咒”吗？
10万元，加盟商手把手教你开一家店
没有谁比加盟商更清楚，现在个人玩家开一家无人便利店到底有多简单。
“第一步是确定店铺地点和面积大小，这个跟你的投资费用是有很大关系的；第二步是跟我们确定合作模式，分为全自动化和半自动化的模式，全自动化要多出1万元的服务费；第三步就是达成合作后，协助你进行店铺装修、设备铺设以及实际运营了。”一位名为章琦的加盟经理告诉锌刻度，开一个50平方左右的无人便利店只需要8~10万元。
经过章琦的讲解，锌刻度发现作为个人投资项目的话，除了交钱之外的所有环节其实都可以委托给加盟商代办的：首先由加盟公司负责评估选址，因为要保证店铺开在这里起码是赚钱的；确定选址过后，有专门的设计部门帮忙做相关设置和搭配；接着是施工装修，可以是合作商自己联络也可以委派给加盟公司；然后是让开店老师根据选址定位，铺设适合的产品；最后是让技术人员教会合作商如何进行日常补货、后期维护这些操作。
某无人零售供应商能提供的服务 图片来自其官网
按章琦的话来说就是，“老师会一直在你旁边辅助你，直到店铺能正常营业了才会回来”。而这些辅助服务是不加任何费用的。重点是，最多10万的一口价加盟费，能实现整体的毛利润却高达30%~50%。
“虽然农夫山泉、康师傅、统一这种常规商品占了80%的SKU，价格也跟其他零售渠道差不多，但剩下的20%是可以根据选址卖特色商品的，比如在年轻人聚集区开店就卖中高端的进口食品、网红爆款这一类的，利润也大都是出自这里。”章琦坦言，一般不会超过半年就能收回成本。
同样做整店输出的加盟商林惠也告诉锌刻度，他们能提供的服务基本和章琦差不多，以装修、机器、产品在内的全包服务为主，后期合作则是拿货给合作商返现30%，“我们有渠道可以跟商家谈到更低的拿货价，相当于批发价给你再以零售价卖出去赚差价。只要你拿得多说明大家都有赚头，把一部分货款返现出去过后我们只是赚少一点而已。”
也就是说，要是想和林惠合作的话，只需提供店面场地再向他们购买货物即可，其他的一切装修、设备、服务都由他们自己承担，因为投入相较于章琦所说的模式更少，盈利也有商家返利和零售差价两种来源，回本的速度还要更快一点，“一个月赚个一万块钱是有的，咱们这个项目本身投资就小，四个月左右差不多就能完全回本了。”
此外，还有一位加盟经理向锌刻度透露，做寻常的零售商品和所谓的中高端特色商品，利润整体不如成人用品、保健品等特殊产品，现在做这一类无人零售便利店反而收益更多，“虽然日常生意量不太大，一天下来差不多卖五六个产品，好的时候也就能卖个千来块钱，但它的利润非常高，比如卖出去四百多的产品，成本最多也就六七十块。”
总的来看，依靠加盟商把店开起来确实非常简单，不过其中利润是否真如其所说就需要实际下场验证一番了。
相比创业，倒闭才是当前市场主流？
此前，锌刻度在《“社恐”的年轻人为什么不去无人便利店？》一文中曾提到过，无人便利店虽然多选在商圈、街边等人群易聚集的地方开设，但经过多点实地探查，其不佳的获客能力展露无遗。
如某消费者就向锌刻度提及，有一个落座于公租房社区附近商圈的无人便利店品牌，虽然坐拥超两万潜在消费者资源，但始终没能撬动他们的购物需求，开设没多久就以倒闭收了场，“那是一个很小的当街店面，里面放的东西也不多，尝鲜逛一逛还行，等到过了新鲜期，再买东西大家还是习惯去离自己家更近的便利店，反正一般比较成熟的商圈和社区这些地方，总归是不会缺少购物点的。”
倒闭的无人超市
获客无疑是比利润更核心的关键点。毕竟都吸引不了消费者进店购物，又何谈获取差价呢？
值得注意的是，以当前无人零售市场的结构来看，我国无人零售市场主要以自动售货机零售为主，2021年我国自动售货机零售市场份额为95.9%，其他无人零售市场份额为4.1%。即是说，市面上主要的无人零售业态是无人便利货架/货柜，或者自助贩售机。
这或许是市场最残酷的选择，也是被诸多加盟广告说得颇为意动的合作商们，如今不得不面对的现实。
有专家认为，无人便利店面临的最大瓶颈，始终还是供应链、选品、品控、物流等在内的运营能力。换句话说，无人便利店想要获得一定的发展空间，运营成本低、便捷体验好、商品的流转率高等，是相关从业者必须达成的目标。
而且目前相关技术和系统还没有达到非常成熟的状态，在智能运营系统整体未完全成熟之前，无人便利店还会继续接受运营安全性的考验，且会不可避免地出现商品漏付和偷盗行为。
据某咨询机构发布的《中国无人零售行业市场报告》调查显示，无人商店机器易发生故障、用户体验感差、产品品质难以得到保障等问题不断凸显。“盲目烧钱扩张的无人零售项目无法取得场景贴合度、补货成本、用户贴合度等多方平衡，大规模融资难以持续。”
可见，不论加盟商们将标签写得再丰富、把口号喊得再美好，这些debuff的存在，都会一如既往如阴云般笼罩在无人便利店赛道头上。
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今天与大家聊聊我们经常听到的一类互联网项目泛金融类。 这一类型的网络项目表现形式好多种，有的是纯粹的庞氏骗局，资金盘；有的是与实体资产相结合的投资理财，资产证券化，但真真假假，欺诈…
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作者：西八亚 什么是流量卡？ 流量卡其实只是套餐内流量比较多的一种电话卡，它跟我们现在手机里用的手机卡没有区别，都是普通的电话卡来的，唯一不同的就是手里用的卡套餐贵，流量少，而这些…
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原创 近在咫尺！中国军舰70海里贴近美国，华盛顿态度大转弯急求对话！
当中国的军舰悄无声息地出现在了美国的“后院”——阿拉斯加海域时，许多人的第一反应是不可思议。 要理解中国军舰于7月初巡视阿拉斯加海域这一行为的含义，我们首先需要审视此地区的战略价值…
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有什么网络项目可以做的兼职的（有什么网络项目可以做的兼职工作）
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今天我就讲个大纲，思维与模式。 lead从2000年初发展至今，操作技术的不断完善，广告商的各种检测，依然是市场上最暴利的项目，很多人都问过lead的存活周期，这个问题十年前就在网…
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如何成为代理商？怎么月入六位数的
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代理是利用自身专业技术人员的优势，协助这些酒店和餐厅管理在线业务，从而提高所有酒店的住房率。 区域代理，也被称为商业代理，委托代理，实际上是我们所说的第三方。 在这个市场管理范围内…
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云南墨江东西部协作肉牛养殖项目带动哈尼村寨增收致富
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肉牛产业成为云南省墨江县雅邑镇的支柱产业之一。 李守富 李立 摄 “在上海金山的帮扶下，今年我家养了12头牛，收入大概有12.5万元。”在云南省普洱市墨江哈尼族自治县雅邑镇芦山村，…