The world champion barista is optimistic that the upsurge of the domestic coffee market will reach trillions.

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According to the survival report of China's coffee industry, compared with 400 cups, 377 cups and 360 cups per capita in the United States, South Korea and Japan respectively, the per capita annual consumption in mainland China is less than 5 cups, and only about 20 cups in first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen. But it also reflects the huge potential for market development. After two waves represented by Nestle "instant coffee" and Starbucks "commercial coffee", the coffee market is gradually ushering in the third wave of "boutique coffee", which is much higher than the former two at an average annual growth rate of 10%. Some industry experts predict that the mainland coffee market will reach a trillion yuan in the next 5 to 10 years.

Starbucks has a market share of 51%, accounting for half of the market share of Chinese coffee and beverage chains in 2017, according to survey data. However, as the Internet coffee brands represented by Lian Coffee and Luckin Coffee cut in from takeout, using Internet thinking and O2O (from online stores to offline consumption); coupled with the accelerated expansion of the "boutique coffee" brand represented by GREYBOX COFFEE, it has become a new trend of white-collar and office coffee, competing for more market share.

"Fine Coffee (Specialty Coffee), also known as' specialty coffee'or 'select coffee', was first proposed by Erna Knustsen, founder of the American Fine Coffee Association in 1974." World champion barista Dale Harris said in an interview in Guangzhou that unlike popular commercial coffee, "boutique coffee" only uses beans with unique flavor and outstanding flavor cultivated under ideal climatic and geographical conditions. Up to now, the world has formed three boutique coffee associations, including American SCAA, European SCAE and Japanese SCAJ.

The number of shops for "boutique coffee" brands in the mainland has doubled.

As the champion of the 2017 World barista Competition, Dale Harris is optimistic about the development prospect of boutique coffee in the Chinese market, especially targeting urban people in front-line high-end office buildings and shopping malls. It is understood that the boutique coffee brand GREYBOX COFFEE, which announced the completion of 100 million yuan A round financing at the end of last year, has greatly accelerated its expansion this year. So far, it has opened 20 stores in the CBD high-end business district of nine mainland cities, and the latest one has settled in Taiguhui, Guangzhou; and in 2019, the number of stores will be expanded to 50, covering first-and second-tier cities in the mainland, and there are plans to develop overseas cities in the future.

The reporter visited a number of boutique coffee shops in Guangzhou and found that the price of a cup of boutique coffee ranges from 38 yuan to 68 yuan, depending on the coffee beans from different places and grades, and the price is indeed much higher than that of ordinary coffee chains, but it is still highly sought after. Statistics show that boutique coffee is growing at an annual rate of 10%, which is much higher than instant coffee and commercial coffee. This trend has also attracted the attention of coffee chains such as Starbucks. It is understood that the "Zhenxuan" brand founded by Starbucks focuses on purchasing, baking, small quantities and high quality all over the world. As of October this year, it has opened more than 190 Zhenxuan Coffee bars and more than 1100 hand-brewed Coffee bars in China to seize the "boutique coffee" market boom.

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