Starbucks Seizes Ready-to-Drink Coffee Market Canned Extra Strong, Cup-packed Refrigerated Coffee New Launch

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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.

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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_