Even if coffee pushes "pocket coffee", not only will chain coffee shops be affected, but also convenience stores will be endangered?

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When it comes to takeout coffee, will the first thing that comes to mind now be the little blue cup? Once sent to Starbucks, Costa coffee started, through Wechat to establish a delivery platform to accumulate users, and gradually create their own coffee brand "Coffee Box" even coffee, I do not know if you have bought its own coffee?

Although two months ago, Lian Coffee was exposed that a large number of doors were closed and seemed to be dying. Even if the authorities quickly respond that this is an adjustment of the storefront, it is inevitable that people from all walks of life have thrown out arguments such as "even coffee has been left behind", "Internet coffee is not good", "the different ending of even coffee and Luckin Coffee" and so on.

Under such circumstances, Lian Coffee launched six new products in March. Even Coffee seems to be trying to capture customers' appetites with a wider range of products than to open stores and expand. Now it is testing a cheaper product, Pocket Coffee.

Pocket coffee, which can only be mentioned by yourself, is better than cheap coffee.

Lian Coffee, which only launched a new round in March, has tested a new product, Pocket Coffee, in Beijing's Wangjing District non-stop but somewhat quietly.

It is said that it is a new product, but it actually sells American style and lattes that we are most familiar with. The difference is that each cup costs only a few yuan and can only be carried by yourself. "Pocket Coffee" is not only available directly at the SOHO store in Wangjing District and four other pick-up sites, but also posted on Mini Program with coffee. As you can see below, a cup of pocket coffee costs only 6 yuan.

It is understandable that such a cheap price is provided only for self-service, with emphasis on taste and capacity. I learned from the clerk that the coffee beans, milk and other drinks used in Pocket Coffee are of the same quality. However, the capacity of Pocket Coffee has been reduced from the standard 16oz (contract 452ml) to 12oz (about 340ml).

It is also worth mentioning that in order to adapt to self-mention, Pocket Coffee can give you a cloth cover with a handle on each cup. Moreover, Pocket Coffee also encourages customers to buy in groups, and the price can be further reduced. For coffee lovers who need a cup of coffee a day or office workers who need a pick-me-up in the morning, the price is really attractive.

So, will we drink more and more affordable coffee?

At present, the new domestic retail coffee brands seem to be caught in a "strange circle": selling coffee first requires all kinds of subsidies and discounts. Although this practice is common in other catering and even more industries, after Luckin Coffee's baptism of "teaching people with capital", anyone who wants to get a piece of the domestic coffee industry will inevitably take the price very seriously.

Of course, we also have a coffee power that can not be ignored-convenience store coffee. Yingmin, a market research and consulting firm, points out that Chinese people prefer coffee with milk, the favorite is latte, and the most popular coffee without sugar and milk is American. The prices of these two kinds of regular coffee are generally cheaper in convenience stores.

Even if Lucky's new retail coffee offers crazy discounts, and Starbucks offers a third space full of petty bourgeoisie flavor, for Chinese people who are slowly beginning to incorporate a cup of coffee into their daily habits, with breakfast, cheap and ubiquitous convenience store coffee is very popular.

There is no denying that social attributes and providing a third space for office study and leisure are still important factors that influence whether people buy a cup of coffee or not. However, as we become more and more receptive to coffee itself, what we may need more is a drink that fits into our lives. For this, convenience store coffee is far better than Starbucks, Lucky and so on.

And even coffee now launched "pocket coffee" from the choice of drinks to pricing, and then to the details of service are similar to convenience store coffee. On the way to work, we quickly pick up a cup of latte and American style that cost only a few yuan, and as we travel around society, we start to gain motivation in a day-I wonder if this is the scene in which coffee is conceived as "pocket coffee"?

At present, Lian Coffee's "Pocket Coffee" is just in the testing stage, and it remains to be seen what kind of route to take next and whether we can step on the Chinese coffee pain point.

By the way, what time do you prefer to drink coffee? Of course the editor has been drinking all day!

Photo Source: Internet