Caffeine: "good Coffee" in the Chinese mind

Coffee can be said to be an out-and-out import in China. Chinese people do not have the habit of drinking coffee, and coffee is not a necessity of life. Coffee may have no more than two main functions in the hearts of most Chinese people. First, as a refreshing medicine that is more powerful than tea and healthier than tobacco; second, it is a symbol of enjoying life and feeling petty bourgeoisie in the West. So in the minds of most Chinese, what kind of coffee is good coffee? Here are some of my understandings and opinions.

A classic advertisement saying "Nestle Coffee is delicious" is popular all over the country, which may make a generation full of longing and yearning for Nestl é. At that time, the taste of coffee and coffee in the hearts of Chinese people may be almost directly equated with the taste of Nestle. Later, Nestl é developed a "three-in-one" according to the taste preferences of Chinese people. Without adding milk or sugar, Nestl é can directly make a cup of fragrant "delicious" Nestle coffee. Since then, probably most Chinese people have a reputation for evaluating coffee. Later, with Nestl é entering Maxwell (the second instant coffee empire in the world), Maxwell has been lukewarm in China, perhaps because Nestl é has occupied the Chinese heart of the Chinese people, or because Maxwell's strategy is different from that of Nestl é. It seems to me that it was not until around 2000 that Maxwell was gradually known by more and more people.

Later, Starbucks, a coffee giant, also entered China. in the hearts of the Chinese people, Starbucks seemed to represent petty bourgeoisie as soon as it entered China, and many people felt different by sitting in Starbucks. I don't know whether this is due to Starbucks' brand positioning in China, or because of the consumer psychology of Chinese people, but in any case, Starbucks prices are still high in the hearts of most people (about 20 yuan per cup). It may be luxurious to ask a person who is not yet rich to spend 20 yuan on a drink, but the huge population base of the Chinese people can still make enough profit on this kind of consumption, which is precisely the Chinese people's yearning for a life of luxury since ancient times. it has also led to the rare sight of Starbucks queuing for coffee when it opens stores in many cities.

With the pace of Starbucks, the growing coffee shop costa also wants to get a piece of the pie in China, but unlike Starbucks, costa is due to find a strong strategic partner in China, so smoothly enter the Chinese coffee market, so you can often see that many Starbucks cafes in XX stores are being replaced by Costa.

Different from the advertising bombardment of Nestle Coffee and Starbucks' petty bourgeoisie positioning, there is also a kind of "good coffee". For people, they generally appear in big supermarkets to satisfy consumers who want to enjoy coffee at home, that is, illy and lavazza, consumers who consume this part of the product, relative to consumers who consume instant coffee and those who only "enjoy" in Starbucks cafes. These customers may know more about coffee and may rely more on coffee products for drinking. Of course, it is also possible, and not a few, because some people get gifts for making coffee, such as American drip filter pots, mocha pots and so on, so they come to the supermarket to buy these brands of coffee.

Of course, in addition to the above, there are many standards for "good coffee" in China, such as "the best Blue Mountain Coffee in the World". Although not many people have really tasted the real Blue Mountain Coffee, even those who have tasted the "real" Blue Mountain Coffee, most of them drink that kind of linen "aged" Blue Mountain for a long time, and the price is extremely expensive. If you drink, when you swallow, there is no doubt, it is really bad, really bad, if you bought it with your own money, then congratulations, you are a real "bad head". Although Blue Mountain coffee is expensive, "Blue Mountain flavor" coffee is very close to the people. under the name of Blue Mountain Coffee, this kind of blue mountain coffee really pretends to be a tiger, sells dog meat with sheep's head, and makes a lot of "island" coffee in the north and south of the Yangtze River. Of course, there are a lot of cheap Blue Mountains on the Internet. There is also Colombian coffee, the name is also deeply embedded in the hearts of Chinese people, Colombia, as the world's largest exporter of washed coffee, has been associated with the "best" in the minds of many Chinese. And expensive Kopi Luwak, with the help of a variety of media hype, is in the supreme position in the hearts of the Chinese people, of course, because of its price and people do not want to think of the processing process, the sales volume is very unsightly.

[blue Mountain] [Colombian Coffee]

With the further opening up of the Chinese market, the looser market environment, the richer consumption budget of the people, and more and more coffee coming into China, people can choose and understand more and more content, so that people can get more good coffee, and the name of measuring coffee in the hearts of Chinese people will also change and be in line with the world.