Starbucks Seizes Ready-to-Drink Coffee Market Canned Extra Strong, Cup-packed Refrigerated Coffee New Launch
Professional coffee knowledge exchange More coffee bean information Please pay attention to coffee workshop (Weixin Official Accounts cafe_style)
Ah, how embarrassing! At first glance, I thought it was a fragrant milk tea series. It turned out to be Starbucks 'new Chilled Cup refrigerated drink. On June 12, this cup-packed refrigerated coffee was launched.
It is understood that Chilled Cup has a total of four flavors, namely matcha, vanilla, coffee latte and macchiato four flavors. Different from traditional ready-to-drink coffee products, this new product is made from fresh milk, with a shelf life of 20 days, requiring cold chain transportation and a price to be determined.
Starbucks 'Chilled Cup Coffee Latte, Espresso and Matcha Latte will be available on March 6, 2018! Price: 200 yen (excluding tax) Available in convenience stores and supermarkets throughout Japan.
From the packaging point of view, Japanese Starbucks looks a lot higher!
The ready-to-drink coffee market is competitive
However, it is obvious that enterprises will not let go of the coffee market, Nestle, Starbucks, unified and other giants are in the layout of the 10 billion market. In recent years, ready-to-drink coffee category has shown a rapid growth trend year by year. In addition to the original Nestle brand, many other beverage brands have also frequently entered the market: Coca-Cola launched a new product "Qiao Ya" in 2014, CR Yibao launched Kirin Fire Coffee in 2015, and unified launched "Landuo" and "Yaha" series products in one breath.
In 2016, Wahaha launched "Cat Edge" coffee, Wangwang also came to join in the fun, launched "007" Bond coffee, major brands have promoted the ready-to-drink coffee market, many first-tier brands have joined in, Master Kong and Starbucks jointly added ready-to-drink coffee products again, launched a brand-new ready-to-drink coffee product packaged in cans-"Star Alcohol" espresso beverage.
Starbucks New Canned Espresso Starbeol Launch
Ready-to-drink coffee bidding
For young people, there seems to be no leisure time to go to the cafe to kill time, like "quick", so the proportion of ready-to-drink coffee increases, because young consumers prefer this convenient, refreshing taste, young consumers for ready-to-drink coffee acceptance is higher.
From the price point of view, Qiaoya 268ml bottled coffee price 4.86 yuan, Nestle 268ml bottled coffee price 5.4 yuan, Wahaha 245g coffee price 5 yuan, unified 450ml coffee price 4.5 yuan. In June 2016, Nestle launched Snow Coffee Mousse, priced at 7 yuan. Nestlé tries to differentiate itself from these competitors in terms of price, packaging design, drinking style and even taste.
It can't stop at the mid-end (about 5 yuan) silky latte and silky mocha coffee. The slightly higher-priced snow coffee mousse not only opens the distance from the ready-to-drink coffee at the price of 4~5 yuan, but also is lower than the price of Starbucks bottled (16 ~ 25 yuan) ready-to-drink coffee, and enriches Nestle's own ready-to-drink coffee product line.
Basically, the product positioning of "5 yuan" has also become the entry-level product of ready-to-drink coffee, while the mainstream coffee price in the market is around 4-7 yuan. This time, the price of 228ml espresso beverage is about 12 yuan. Due to the different price range, Starbucks 'new product takes a narrow route. It can be predicted that the competition in this market will be more intense in the future.
According to Leo Tsoi, chief operating officer of Starbucks China, China will open more diversified store formats in the future, including community stores, pet-friendly stores, Beijing Square flagship stores integrating Starbucks Zhenxuan TM, Chawana TM and specialty drinks. Through a combination of different store formats, Starbucks hopes to further emphasize the user experience_Strengthen the concept of the third space.
Therefore, in the future, Starbucks ready-to-drink coffee new pricing in the range of 11-12 yuan, for the product requirements will be higher, 12 yuan ready-to-drink coffee, you will not feel "small quantity high price"?
Source: Internet_
- Prev
Starbucks China canned extra thick cup refrigerated coffee on the market! Is the age of canned coffee coming?
Professional coffee knowledge exchange more coffee bean information Please follow the coffee workshop (Wechat official account cafe_style) A few days ago, the new product of Tiantian learned that Starbucks has added its new ready-to-drink coffee product, launching a new ready-to-drink coffee product called Starbucks alcoholic espresso beverage packed in cans. In the past, there were only glass bottles of ready-to-drink coffee in China. Today, new products are the most popular.
- Next
Qianjie season ears 29.9 yuan 10 bags, candle, flower butterfly, Yemeni mocha limited time discount!
Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style) Qianjie coffee in season, a box of ten packets 29.9 yuan national free delivery is not available! Are you done?! Are you done?! A box of ten packs, including 5 different flavors, costs only 29.9 yuan! Only 29.9 yuan! Only 29.9 yuan! Unlimited purchase to meet the two major coffees in Africa and the Americas
Related
- The more you look at it, the weirder it becomes?! Lucky linkage cup print three-eyed Tom Cat!
- Self-delivery modification was rejected! Customers come to the door and throw coffee angrily?!
- What degree of grind should I use to make coffee by hand? How fine should the coffee powder be ground with cold ice drops? What is the No. 20 screen? How fine are the grains of fine sugar? What is the appropriate grind for the espresso?
- Why is coffee bean watches always oily? Are the oil out of the coffee beans stale? Are oily coffee beans of higher quality? What is the difference between deep and light coffee?
- How long is the taste period for coffee? How long is the best time to finish your coffee? How long can coffee stay in a thermos cup? What is the best degree of hand-brewed coffee?
- Pour out all the raw materials! Many Lucky products are off the market!
- "Haidilao in the milk tea industry" Kawangka quietly increases its prices again! Netizen: No more drinking!
- Ask for 20,000 yuan! Coffee shop managers trick employees into fake marriages?!
- Milk tea takeout "strong" with 10 packs of tissue?! User: No collection or delivery
- Which is sour, deep-roasted or lightly roasted coffee? Do people who know coffee want light or deep roast? What is the difference in the degree of roasting coffee? What is the difference between lightly roasted coffee and deeply roasted coffee?