Analysis | Development of coffee shop franchise industry in China in 2017

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"Coffee"-one of the three major drinks in the world, is rich in protein, crude fiber, crude fat, caffeine and so on. Because of its unique mellow taste and refreshing and exciting effect, it has gradually become an indispensable daily drink for modern people. Baristas are not only the second largest trading commodity in the world after oil, but also one of the symbols of Western culture. With the change of people's consumption concept, coffee-based leisure consumption habits are gradually accepted, more and more people begin to like coffee drinks, and more and more people like to arrange their leisure time in coffee shops.

As more and more people accept coffee and like coffee shops. According to a survey of 12 inland cities by Coffee, an international people-friendly coffee brand, 32% of urban residents drink coffee. In addition to Shanghai, there are Beijing, Kunming, Xiamen, Hangzhou, Qingdao and Tianjin where more than 30% of the population have drunk coffee in the past year. Among them, young men and women spend in cafes, housewives, and more than 35 urban white-collar workers have become the fastest growing groups in cafes.

The foundation of the future development of China's coffee market is to solve the growing needs of people's spiritual life. In view of this demand point, Coffee Cafe Innovation puts forward the concept of "third space" to create a comfortable environment that is easy to adjust and greatly improve the sense of customer experience according to the space needs of various types of customers. to provide source support for joining stores to steadily improve their performance.

In emerging markets, consumption in China is growing particularly fast. Due to the small size of the Chinese coffee market, the annual growth rate is more than 25%, more than 10 times the world average.

From 1998 to 2012, China's coffee consumption rose from 199000 bags to 1.1 million bags, an annual growth rate of about 12.8%. The total population of our country is about 1.3 billion, and the per capita coffee consumption has increased from 9.6g to 47.6g, with an average annual growth rate of about 12.1%. If the growth rate of 12.8% is maintained, China's coffee consumption will reach 2.8 million bags by 2020, and there is great potential for Chinese coffee shops to join the market.

Driven by the freshly ground coffee market, the number of domestic coffee shops is also gradually increasing. The fresh ground coffee shop led by Starbucks has been successful in the Chinese market, has been recognized by consumers, and has also attracted the attention of coffee entrepreneurs. at present, the coffee industry is developing rapidly, and the mentality of eager for quick success and quick profit brought about by rapid development has also led to a mixture of markets. Franchisees should be cautious in choosing coffee brands.

In terms of absolute quantity, the total amount of coffee in China is still lower than that in western countries. However, in terms of growth rate, China's coffee consumption is growing at an annual rate of about 15%, much higher than the 2% growth rate of the global market. At present, the average consumption of coffee per person in China is 4 cups, while in Beijing, Shanghai, Guangzhou and other big cities, the average annual consumption per person is 20 cups. However, a survey by the International Coffee Organization (ICO) shows that compared with the average annual consumption of 200cups by Japanese and 140cups by Koreans in neighboring countries, there is still a lot of room for coffee consumption in China.

From the perspective of coffee drinking structure, globally, ground coffee accounts for more than 87% of the total coffee consumption, while instant coffee accounts for less than 13%. In China, instant coffee is the largest segment of the coffee consumption market, accounting for 84% of the market share. The market share of freshly ground coffee is only about 16%.

Generally speaking, the coffee shop in China has great potential to join the market and will make great progress in the past ten years. At the same time, coffee consumption structure will also change, now ground coffee will be favored, under this promotion, domestic cafes will usher in a good space for development. Coffee shop joining will also become a more potential project.