Convenience store coffee for more than 10 yuan, has it conquered your picky stomach?

Buying a cup of coffee on the way to work has become standard for many white-collar workers. with the vigorous development of the coffee industry, buying coffee has become a common thing. In recent years, the major foreign convenience stores have also set their sights on the cake of ready-made coffee. With their successful experience in Japan and Taiwan, they have tried out the Chinese mainland market and launched their own-brand coffee, such as 7-11 "City Cafe", Heathrow's "like coffee" and the whole family's "guest coffee".

People only need to move to a convenience store within a few hundred meters or even downstairs to buy coffee, but is this convenience store coffee worth drinking at a price of only about 3 in a traditional cafe? Will it be a choice for white-collar workers on their way to work? How can we quickly and professionally choose the convenience store coffee worth drinking? In the 58th issue of CTI magazine, let's talk about "convenience store coffee". Before we talk, we need your data!

CTI invites you to participate in the questionnaire survey of "convenience store coffee consumption habits".

Long press the picture above to identify the QR code to participate.

People who have been to convenience stores to buy coffee should be easy to notice that convenience stores play a completely different way from Starbucks.

If you pay special attention to the coffee menus in convenience stores, you will find that they are all in simplified mode.

Latte and American style, the two most basic flavors, are "standard" on the coffee menus of several convenience stores in a combination equivalent to Starbucks medium. But if you want a popular "Flat White", you may have to move to the coffee shop.

Compared with professional coffee shops, the reason for the simplified coffee menu in convenience stores is simple: they are aimed at office workers in fast-paced cities, who buy coffee more based on rigid needs than "split sentiment".

"We are not a professional coffee shop, and customers do not come here for impulse consumption, they tend to think about what they want before buying." Wu Yilan, senior director of the Rosen Commodity Department, explained.

The "basic model" strategy worked well.

According to a survey of the four convenience stores pictured above, their "sales kings" are all lattes-the basic model of this milk coffee, which also means classics and popularity in China.

According to a survey conducted by Mintel, a market research firm, in June 2016, 57 per cent of the nearly 3000 Chinese consumers surveyed preferred milk coffee and 27 per cent preferred black coffee. Generally speaking, the more mature the coffee market is, the more consumers like the taste of coffee itself, and the black coffee represented by American style is more popular. As a new coffee market in China, milk coffee is more popular here.

▲ description of the composition of different Coffee

Moreover, the basic model not only better matches the needs of consumers, but also makes convenience store staff easier to operate.

A head of Coffee business in East China described the prudence of launching flavored coffee: in the past few years, Histo has launched several flavored coffee with syrup, but suffered from the difficulty of syrup hygiene maintenance and the inconvenience of standardized operation. Finally, these new models were stopped. She also noticed that the whole family had not launched much new coffee products in the last year.

Another major selling point of freshly ground coffee in convenience stores is the ratio of performance to price, which is mainly reflected in the materials and price.

In addition to coffee beans and coffee machines and other elements, as mentioned above, because the Chinese people prefer milk coffee, people will have a higher demand for milk and foam. In this regard, in addition to the raw milk emphasized by several major convenience stores, you can also see from the picture below that the whole family and 7-ELEVEn use fresh milk with a better taste, so that even if you are picky, you can't drink milk fishy:

The quality looks similar to that of Starbucks, but the price of convenience store coffee is only as low as that of Starbucks, which doesn't mean it's unprofitable.

The head of the coffee business in eastern China analyzed that in terms of commodities alone, the gross profit margin of Starbucks coffee is close to 90%, while convenience store coffee can reach more than 50%.

On the premise of this profit, convenience stores tacitly set their prices at about 1.5 times the price of cans-a carefully evaluated strategy.

As far as you are concerned, the account has to be calculated like this:

When coffee is no longer an X prop for posting moments and a necessary supply for work, buying a cup of Starbucks may cost an extra 20 yuan for the environment. 20 cups a month is 400 yuan, and a year is 4800 yuan-this is the price-to-performance logic that convenience stores want to sell to you.

When coffee sells for ten yuan a cup, are you too picky about its taste? Whether this convenience store coffee has conquered your coffee stomach!

Part of the picture and text is reproduced from: