2017 China Coffee data report China's coffee market in the next few years

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

According to the data survey, the coffee market in China will be about 70 billion in the next few years. Dr. Chen Zhenjia of the China Coffee Engineering Research Center said that more than 100 years ago, coffee seeds were brought to China and took root in Taiwan and Yunnan successively. After hundreds of years of development, Chinese coffee has occupied an important position in the world. According to statistics, by the beginning of 2016, the planting area of coffee in China exceeded 1.8 million mu, with a total output of 140000 tons, accounting for 1.5% of the total global output. China is one of the 21 countries and regions that produce coffee in more than 70 countries and regions with an output of more than 100000 tons.

Behind the industrial development is the growing consumer market. Statistics show that China's coffee bean consumption increased from 26000 tons in 2006 to 133000 tons in 2015, with an average annual growth rate of 20 percent, 10 times the world average of 2 percent.

The growing coffee consumption further shows that the domestic coffee market has great potential, and China's coffee consumption is expected to usher in a blowout era. Yunnan, as the "pronoun" of Chinese coffee, will gain great opportunities and development by virtue of its location and resource advantages.

However, at present, the domestic coffee market is in a pattern of ice and fire in both coastal developed cities and inland underdeveloped small cities, which also represents that the Chinese mainland coffee market has a huge space for development. So in the face of strong peer growth and rising consumption, how can cafes attract consumers and customers?

With the improvement of people's living standards and the continuous change in the concept of mass consumption, China's coffee market has accelerated its development in the past decade. At present, there are two major development trends in the industry:

1. Young men and women, family-oriented, white-collar workers are the most common coffee groups. (it is developing into a family on a large scale)

2. The development of coffee shops is mainly concentrated in cities above the third tier. These two trends show the emergence of consumption upgrading. At present, cafes are beginning to develop in many directions, such as boutique, takeout, scene consumption diversification, small and beautiful, creativity, office coffee and so on.

As we all know, tea has always occupied a monopoly position in Chinese tradition, which makes the development of coffee in China very slow. With the change of public life and consumption concept and culture, more and more people begin to like coffee.

From 2011 to 2016, the annual compound growth rate of China's coffee market was 13.5%, and the market size reached 14.793 billion yuan in 2016. According to a survey in 12 inland cities, 32% of city dwellers drink coffee (such as Guangdong, Shanghai, Jiangsu). Among them, young men and women, families and white-collar workers are the most common groups of coffee. (it is developing into a family on a large scale)

At present, there are at least 20,000 cities in the country, mainly concentrated in third-tier or above cities.

It is expected that China's coffee market will maintain a high growth rate in the next five years, with an annual compound growth rate of about 8.3%. By 2021, the size of China's coffee market will reach 22.069 billion yuan. With strong growth and rising consumption, cafes are constantly updated and upgraded.

Is Chinese coffee becoming a trend?

1; gradually become fine

With the popularization of coffee culture, there are more and more experienced experts who pay attention to coffee. The coffee brewed by automatic coffee machine has been difficult to meet their needs. They pursue more personalized and high-quality boutique coffee. They are keen on hand-brewing, ice drop, siphon and French pressure and other boutique coffee production methods.

It is said that the present state of the Japanese catering industry is the road of tomorrow for the development of China's catering industry, and so is coffee. In Japan, there are more than 80,000 cafes in Tokyo alone, each with outstanding tonality and splendor, and big international brands such as Starbucks are not at ease. In recent years, they have begun to take the boutique route and find ways to increase their competitiveness.

On June 30, Starbucks opened a new store in Kyoto, which netizens called "Kyoto's most beautiful Starbucks", which went viral online. The shop is located in Erning Baka, which has a history of one hundred years, and is a traditional wooden residence in Japan.

In order to express its respect for history, do not destroy the overall style of the ancient capital, and maximize the preservation of the original appearance of the building, the Japanese-style warm curtain and wooden sliding door printed with the Starbucks logo make the coffee culture blend with the style of the Taisho era in Kyoto.

Blue Bottle Cafe advocates to communicate with customers to experience a new culture of coffee, keep the store open and promote mutual understanding. At present, it has only 27 stores in the world, in four cities: new York, Los Angeles, San Francisco and Tokyo. No discount goods, no WIFI, is regarded as the "Apple" of the coffee industry.

The essence of boutique coffee not only refers to the quality of coffee beans, but also pays attention to brewing and extraction methods, special adjustment, simple store design, to some extent, that is, not following the crowd.

2. Extension of product creativity

There is a 28 rule in the catering industry, that is, 80% of sales are borne by 20% of products; what can I say?

The catering industry is a very easy form of homogenization, which means that iterative product upgrading is very important. From Flat White (fragrant white), nitrogen brewing to Asskicker super espresso. More and more creative.

Nowadays, the taste of coffee is becoming more and more inspired, air-cooled extracted coffee with nitrogen is no longer limited to traditional coffee cups, beverage bottles and beer bottles are all on the battlefield; many items have broken the old boundary of "coffee" and become more and more integrated.

3. Office coffee precision and takeout

Many small cafes in Hong Kong movies are opened in office buildings, which add a relaxed atmosphere to the office buildings and make the work fresh. The office building is the most concentrated place for coffee consumers, there are many people who drink coffee and it is convenient to provide consumption space for business people in the building, more and more cafes are locked in the office building.

Since last year in Beijing and Shanghai, the affordable office coffee market with low-cost operation has begun to develop, giving priority to delivery, radiating surrounding residential and office buildings. Office coffee is booming in first-tier cities because of the high westernization of lifestyle, high income levels, numerous foreign enterprises, and rigid needs such as meetings and overtime in first-tier cities.

4. Scene consumption is diversified and accurate.

It is not easy for the catering industry to create a brand new product that catches the eye, which involves cultural and public acceptance of taste. You can try the "innovative scene", which can also bring unexpected results. Because of fierce competition, high rents and other pressures, cafes are becoming smaller and smaller, and are also breaking the limitations of traditional cafes.

The random and flexible characteristics of mobile coffee cars enrich the consumption scene of the coffee market and provide a new demand for coffee purchase. Founded in 2014, Wheelys Coffee received investment from Y Combinator, a famous Silicon Valley incubator in 2015, and its store in the Jing'an Kerry Center in Shanghai has continued to heat up.

Super mini cafe, although the sparrow is well-equipped, the bright red mailbox design is particularly eye-catching, passing by must be unforgettable. In addition to coffee, guests can also leave messages through pictures or postcards and send them to family, friends or future themselves, which is full of feelings and matches the tone of the post office.

2 square meters super popular Manner Coffee+ joint venture office P2, the birth of the co-brand P2 Manner. Throughout its mini style, the big coffee table on the first floor is all of Manner. P2 is a super match for young entrepreneurs' joint office and Manner's high-quality convenience and tonality.

Although the Chinese mainland coffee market is about 70 billion in size, it is only on a par with Taiwan, far behind South Korea and Japan, and has a pattern of ice and fire in both developed coastal cities and inland underdeveloped small cities. there is still a huge gap from the mature market, but there is also huge room for development.