How coffee goes from the minority to the public

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

Since ancient times, China has been a country where tea culture prevails. There are Lu Yu, known as Tea Sheng, and ten famous teas. In China, many people still keep the habit of tasting tea. in this market occupied by tea, coffee developed slowly as an imported product at the beginning, but in the 21 century, coffee ushered in a period of development, from the minority to the public. During this period of time, why can the coffee industry have such great changes? let's listen to Jianghan slowly.

Coffee has been brought into China in bulk by foreigners since the Opium War in 1840, but this bitter drink requires not only sugar but also milk, which is more inconvenient than traditional Chinese tea. Therefore, coffee as a beverage has not achieved a major breakthrough for quite a long time, but since the reform and opening up, coffee has made great progress in China, especially in recent years. Not only international well-known brands such as Starbucks and Costa, but also convenience stores such as the whole family, 711 and Hestol have become fans of coffee. How do these so-called "American sand counties" make so much money in China? After summary and analysis, it is concluded that the prevalence of coffee culture in China has the following reasons:

The psychological influence of showing off in the eyes of the Chinese people

At the beginning of reform and opening up, drinking coffee was a very expensive consumption. In the 1980s and 1990s, inviting people to have a cup of coffee was definitely a kind of high-end consumption and a behavior with much face. And the rise of the post-80s and post-90s also holds a rebellious attitude towards traditional culture. In their view, drinking coffee is a way of life that boasts that they are different, coupled with the popularity of social media such as Wechat and Weibo, which makes drinking coffee a more ostentatious function. You will see a very strange phenomenon. Middle-aged people who drink coffee in a coffee shop will post a circle of friends, indicating that they have invited friends to drink coffee. Young people also like to drink coffee and post on moments, saying that they drank a cup of Starbucks today. Even, when I met myself shopping with a friend, got tired and drank a cup of Starbucks, and then walked out of Starbucks, the friend suddenly patted his thigh and said, "shit, I just forgot to take a picture. This cup of Starbucks was drunk for nothing." this reflects from the side the psychology of some friends in drinking coffee.

The Psychological identity of Cafe as the "third Space"

Some friends have been in the market for a period of time, the biggest feeling of running the market is a lot of projects, a lot of business is produced by communication. However, we often haunt the occasion, at home is too private, non-close friends are rarely invited to the home as a guest. And in the office is too formal, people are very stiff and uncomfortable, and say the table? Eating not only takes a long time, but also costs too much, and the chat is often not enjoyable, because when there is food, people often patronize the food, and after eating, they are not in the mood to talk about leftovers. At this time, whether you are in sales or business negotiations, inviting someone to have a cup of coffee is not only a relaxed environment, but also the price is relatively low. Even if three or five friends go out, they also need a place to sit down and share the joys and sorrows of life. At this time, the coffee shop is undoubtedly the best choice. The cafes such as Starbucks and Costa focus on the third space besides the office and home, and the psychological identity brought by this third space is getting deeper and deeper.

Don't be a big name, just be a community.

Recently, there have been a lot of articles saying that you think that high-end Starbucks is actually just a "Sha County snack of the United States". Indeed, it is surprising that coffee shops such as Starbucks, Costa and Pacific have never defined themselves as high-end brands, and they are really doing community shops with "sand county snacks" and seldom see advertisements for coffee shops in the news media. But everyone who drinks Starbucks or Costa uses Wechat or Weibo to advertise for them. These coffee shops are more and more like community shops, but it is this kind of people-friendly community shops that make them successful.

It can be said that the current domestic consumption potential is slowly cultivated by some overseas coffee brands, coupled with the need for the social attributes of cafes, cafes have gradually become a public place. According to the data, the size of the domestic coffee market has exceeded 70 billion yuan. In the eyes of many coffee brands, China will become a must.