Pacific Coffee is the first freshly ground self-service coffee machine to let the coffee come to you.

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Pacific Coffee's self-service coffee machine, PCCmini, was unveiled for the first time at the F06 booth in the E3 Pavilion of the 28th Shanghai International Hotel and Catering Expo (2019 HOTELEX). The exhibition, held at the Shanghai New International Expo Center (SNIEC), witnessed the changes of China's catering economy.

At the exhibition, the reporter himself ordered a cup of American coffee on PCCmini, which took less than a minute. "tap the screen to select your favorite drink, and then scan the code to pay, the buffet coffee machine PCCmini can automatically complete a series of steps of freshly ground coffee, such as grinding, cake pressing, extraction, brewing, cup lid and so on. The whole process takes about 45 seconds." The project manager of PCCmini introduced it to the reporter.

Pacific Coffee in the E3F06 booth in 2019 HOTELEX publicly displayed PCCmini for the first time.

Pacific Coffee grabs the track to break through

This year is a more competitive year for the coffee industry. Among them, Pacific Coffee, a chain coffee brand, takes PCCmini as the entry point to seize the blank field of self-service coffee machine, which is undoubtedly a decision with more future direction.

The research of China Business Industrial Research Institute shows that according to the historical experience of developed countries, when the per capita GDP exceeds 10000 US dollars, the demand for self-service coffee machines will surge. At present, the per capita GDP of 9 provinces and cities in China has exceeded 10000 US dollars, and the consumer market of self-service coffee machines is becoming more and more mature. Compared with the increasingly exuberant consumer demand, the product structure of self-service coffee machine in the market is still relatively single, and the self-service coffee machine market has not been excavated on a large scale.

Pacific Coffee entered the game with "PCCmini" at this time, also because it smelled the tuyere. Experts predict that "the target market size of automatic coffee machines in China is more than 10 billion." In addition, the continuous growth of coffee consumption population, convenient mobile payment and other conditions show that the self-service coffee machine will become a large incremental market.

Another possibility of Coffee consumption scenario

From the consumption scene, the traditional coffee shop sells not only a cup of coffee, but also a place for chat, office and dating, a slow-paced space and a sense of experience. It also means that another scenario and demand of consumers is not met-"fast". After all, it is rare to go to the coffee shop to chat and take a nap. Most young people get into the subway in the morning rush hour without having time for breakfast, and then rush through the office buildings. A ten-minute walk to the nearest coffee shop is likely to make them miss their clock-in for work.

Through PCCmini, the intention of Pacific Coffee has changed from "people looking for coffee" to "coffee looking for people", breaking the last 200m of the coffee shop and implanting the coffee scene into "your only way" to meet everyone's coffee needs anytime and anywhere. As a result, PCCmini also put forward "I am fast-quality coffee is readily available!" The slogan fully combines the product quality of traditional retail with the technology and channel advantages of the Internet, and uses data to drive the integration of online and offline boundaries to create a zero-boundary consumer ecological value chain to meet the immediate and fast consumption needs of consumers anytime and anywhere.

Coffee is more important than the model, and the product is the final criterion.

This sentence may come as a surprise in other industries, but it is absolutely an irrefutable truth in the catering industry: price war can only be hot for a while, good products can stand in the world, and products are the core competitiveness.

Pacific Coffee knows this, PCCmini will not stop at a self-service coffee machine, its mission is to be a "barista around you", using imported Arabica coffee beans, fresh grinding, insist on making better coffee, to provide consumers with a quality coffee experience.

It is reported that PCCmini, relying on the strong background of China Resources Group and the 27-year endorsement of Pacific Coffee brand, has launched a comprehensive strategic cooperation with China Resources brand in the market with the support of enterprise resource advantages, supply chain system and good industry reputation.

Some industry insiders predict that the coffee industry will continue to "scuffle" in 2019, and it is likely to be a reshuffle year. Pacific Coffee related official said that PCCmini will be stationed in China Resources Land, Wanjia supermarkets and other China Resources enterprises this year, layout in office buildings, key business circles, transportation hubs. No price war, subsidy war, attentively make good products, open up new consumption scenes, looking for the incremental market of Pacific coffee, undoubtedly found a new way out of this war.