The forecast of Chinese coffee market in the next 5 years: Starbucks will be out of date, and four major development trends will become the climate.

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Because tea has always occupied a monopoly position in Chinese tradition, the development of coffee in China is very slow. With the change of public life and consumption concept, more and more people begin to fall in love with 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. Among them, young men and women, housewives and urban white-collar workers have become the groups with the fastest growth in drinking coffee. There are now 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.

Seesaw Coffee in Jing'an Center

Boutique

With the popularity of coffee culture, more and more experienced and exquisite coffee experts, automatic coffee machine brewing coffee has been difficult to meet their needs, they pursue more personalized, higher quality boutique coffee, keen on hand brewing, ice drop, siphon 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.

New Starbucks store in Kyoto

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 respect for history and not destroy the overall style of the ancient capital, the original appearance of the building has been preserved to the maximum extent. The Japanese-style warm curtains and wooden sliding doors printed with the Starbucks logo make the coffee culture blend with the style of the Taisho era in Kyoto.

Internet celebrity blue bottle coffee

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 tonality, exquisite store design, to some extent, that is, not following the crowd.

Product creativity

There is a 28 rule in the catering industry, that is, 80% of sales are borne by 20% of products; the catering industry is a very easy homogenization format, which means that iterative product upgrading is very important. From Flat White, nitrogen brewing to Asskicker espresso. More and more creative.

1. Color pull flower 2. Lee Safar invented Elixir 3. Cold extract Pearl Coffee 4. Starbucks Air-cooled extract Coffee 5. Beverage bottled Aunn Cafe 6. Beer bottled View Coffee cold brew

Today's coffee taste is more and more inspired, adding pearl taste Q bullet layered, nitrogen air-cooled extracted coffee; in the container is no longer limited to traditional coffee cups, beverage bottles and beer bottles are all on the battlefield; many individual products have broken the old boundary of "coffee" and become more and more integrated.

Office coffee 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.

Scene consumption is diversified, small and beautiful.

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.

1. Intelligent Mobile Coffee car 2. Less than 1 square meter of Micro cafe mini cafe-post office cafe 3. Canada Toronto only sells water Nestle coffee cans 4.2 square meters super popular Manner Coffee and joint venture office P2 co-brand P2 Manner

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.

Nestle Coffee has opened a new water-only coffee shop in Toronto, Canada: people are required to bring their own Nestle instant coffee and coffee cups before entering the store, because the only product in the store is water. There is a "scanning system" at the entrance to the store, and people must hold up their Nestle Sweet & Creamy instant coffee to be allowed into the store. Although instant coffee is not high enough, its low price and convenient characteristics are still valuable. The water cafe built by Nestl é makes the consumption scene of instant coffee magnificent.

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 size of the coffee market in mainland China is about 70 billion, it is only the same as that of Taiwan, far less than that of 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.