CAFFE PASCUCCI Cafe has quietly completed the layout of Beijing, Guangzhou and Shenzhen in the Chinese market.

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

CAFFE PASCUCCI, a luxury coffee brand unknown to most Chinese (very popular in Europe above middle class), was founded in 1883, spanning more than a century, and is known as the ingenious aristocrat of the coffee industry. In Italy, Starbucks is really distressed in the face of inaccessible markets, unconquerable customers and unbeatable predecessors.

CAFFE PASCUCCI (Pascal Coffee) is an Italian coffee brand founded in 1883. Its products are mainly kung fu coffee series, cappuccino coffee series, ice cream series, bottled juice series, dessert series and other products. In 2014, CAFFE PASCUCCI stores launched in Beijing Blue Harbor.

Why does Italian coffee dominate the world?

In contrast to Starbucks' foray into Italy, Italian coffee brands are also occupying the world coffee market, including the United States. Compared with American coffee with a weak foundation, the profound cultural heritage and professionalism of Italian coffee make Italian coffee brands have the definition of "luxury".

Italian coffee beans sell about 10,000 tons to the world every year, accounting for more than half of the market share. These coffee beans maintain a strict "Italian rule" no matter from the origin or quality control.

While the aloof CAFFE PASCUCCI is more personality, they declined the Shang Chao channel, only selected hotels, restaurants and cafes to provide quality manor beans, while methodically expanding their coffee shop territory. The founding family almost paranoid insists that all coffee beans are roasted by the headquarters of Montecherinio, Italy, to ensure the unity of global quality. This difficult slow baking process makes selected coffee beans unique in flavor, which is also the reason for the rarity of this brand of coffee. According to Italian data, CAFFE PASCUCCI has opened more than 1500 stores in 60 countries on five continents.

Chinese venture capitalists prefer Italian coffee

After a cup of 3W Premier Coffee became popular in 2015, the inspiration that coffee shops brought to China's venture capital community began to emerge. Conscientious people began to wonder why the prime minister drank coffee.

In fact, the influence of early mature coffee brands represented by Chinese mainland on the Starbucks market has begun to bear fruit. An interesting phenomenon has occurred. Chinese coffee lovers began to have an awakening aesthetic improvement of coffee quality. Pipelined coffee can no longer satisfy them. The Chinese market has ushered in a real era of upgrading coffee consumption. 2017 will also become the first year for Italian coffee brands in China.

The operation of CAFFE PASCUCCI coffee shops in cities such as Beijing, Shanghai and Guangzhou is just proof of this phenomenon. These stores, which are favored by the middle class, bring together more and more loyal customers who pursue the quality and craftsmanship of pure Italian coffee. In order to ensure the satisfaction of Chinese customers, CAFFE PASCUCCI's chief barista also frequently travels between Hong Kong and mainland stores, personally providing strict Italian training for employees. Handmade coffee, Italian flower, single bean tasting. Italian coffee adheres to the cultural spirit of being a "luxury" and goes deep into the vast Chinese mainland market. Some people say that the confrontation between Italian coffee and American-style commercial Starbucks in China is a reduced dimension blow, but it seems that Starbucks is more eager to win the overseas Italian domestic market (frustrated again). Italian coffee brands are leisurely based on the global expansion.

In terms of this year's situation, in sharp contrast to Starbucks' setbacks in Italy, the 134-year-old Italian coffee brand CAFFE PASCUCCI has quietly completed its strategic layout in the Chinese market, and venture capitalists have shown sufficient confidence in further developing the Chinese market.