Is there a physical shop for three and a half meals of coffee? how about three and a half meals of coffee in which country?

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Three meals of semi-cold coffee powder

The popular coffee drinks at present are different from the traditional high temperature treatment method. They adopt the form of low temperature cold extraction to reduce the miscellaneous taste and sour feeling, and the taste is smooth and delicate.

The online coffee brand "three and a half meals" extends the existing coffee scene and lowers the drinking threshold of fine coffee along the idea of changing from commercial to household. Even if you are a coffee novice, you can easily make fine coffee at home.

Founded in 2015, Sandun is an online boutique coffee brand positioned in the family scene, offering 6 coffee SKUs and more than 20 coffee appliance SKUs. In 2016, it launched cold-extracted follicular coffee, selling 600,000 cups a year. This year's new cold-extracted instant coffee sells more than 20,000 boxes of nearly 200,000 cups (9 per box) per month, with a repurchase rate of 60%.

How does the scene change?

Appliance design. The water outlet diameter of the three-and-a-half-hour hand-brewed pot is reduced from 10mm in the market to 4mm, avoiding the problem of weak taste of ear-hanging coffee caused by unskilled technology. Both masters and newcomers can rush out ear-hanging coffee with stable taste.

Instant coffee powder for portability. LABS (Lossless Flavor Extraction System), developed by Sandun Coffee, uses low-temperature long-term extraction to extract crystalline powder, which not only retains coffee aroma and flavor, but also can be easily dissolved in cold water, hot water and milk, eliminating the process of utensils, brewing and follicles. The drinking scene extends further from home to office and takeout.

In terms of raw materials, Sandun Coffee has built a 2000 square meter SC coffee roasting factory this year. All coffees adopt SCAA (American Fine Coffee Association) 80+ Arabica coffee beans. The comprehensive bean cost of ear-hanging coffee is 150-160 yuan/kg, cold-extracted coffee is about 180 yuan/kg, instant cold-extracted coffee is 2.75 grams each, and the raw material cost is 4 yuan.

In terms of channels, online accounts for 95%, gross profit is more than 50%, distributed through dozens of online e-commerce platforms such as Taobao, Xiaohongshu, Xiachuan, etc., and will open stores in Tmall and Jingdong this month. According to the data provided by the team, the distribution of consumers is very concentrated, 60% are in first-tier cities, aged between 25 and 35, mostly female. Wu Jun said that it is easier to cover existing users in the future online stores.