Heavy! Nongfu Spring, which has just launched carbonated coffee, is going to sell freshly ground coffee!

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Nongfu Spring recently launched a freshly ground coffee machine in Wumart convenience, Wumart supermarket and other Wumart retail stores, offering coffee flavors similar to those in convenience stores such as 7-Eleven and convenience bee, including American style, latte and so on, at a price of 8-14 yuan, according to Interface News.

A market maintainer for freshly ground coffee in Nongfu Springs said that the drinking water in the coffee machine comes from bottled water in Nongfu Spring, the milk is flavored fresh milk, and the coffee beans are Arabica coffee beans.

He also revealed that Nongfu Spring began to test this business in the Beijing market around the Spring Festival. The entire Wumart system put a total of about 30 machines, and the sales situation at each point of sale depends on the number of people in the store and consumer groups. Sales are 50-60 cups a day, and the difference may be only 10 cups. In addition to Wumart, it has also done a launch in full-time convenience before, and later was acquired and ended the cooperation because of full-time convenience.

Just last week, carbonated coffee in Nongfu Spring just announced its name "charcoal". Heavy! Nongfu Spring, which has just launched carbonated coffee, is going to sell freshly ground coffee!

Just now, the carbonated coffee officer in Nongfu Spring announced his name. Can you read it right?

Nongfu Springs executives previously said: "in fact, before we decided to make carbonated coffee, our coffee technology reserves and research and development are already quite mature, in fact, we can launch conventional traditional coffee products." However, after the study of the market and coffee consumers, we think that the simple regular coffee is not different and unique enough to bring refreshing experience to consumers. So we continued to look for things that were cutting-edge and trendy in the coffee industry, and inspired by sparkling coffee, we decided to make a carbonated coffee. "

After a hundred surveys in cities across the country, Nongfu Spring found that despite the hustle and bustle of the coffee market, RTD coffee drinks are actually facing great difficulties. First of all, the new coffee consumers in the market are trained by freshly ground coffee such as Starbucks. In fact, they still value the third space, the social properties of coffee, and there are still a small number of consumers who really regard coffee as a rigid demand. In addition, the consumer group of ground coffee is actually not very coincident with the group of RTD coffee, they are two different groups of people.

Based on this line of thinking, making traditional coffee drinks may not be the starting point, but it is clear that Nongfu Spring's ambition to enter the coffee market is not only carbonated coffee, but also the ground coffee market.

At present, China's coffee market is entering a stage of rapid development. According to public data, China's per capita coffee consumption in 2018 is 6.2 cups. Compared with developed countries, China's per capita coffee consumption is only 1.6% of that of the United States and 2.5% of that of Hong Kong. The size of China's coffee market in 2018 is 56.9 billion yuan. With the improvement of Chinese people's living standards and the continuous growth of awareness of coffee culture, coupled with the huge demographic dividend, stimulate domestic coffee consumption. It is estimated that China will consume 10.8 cups of coffee per capita in 2023, with a coffee market of 180.6 billion yuan.

Under the huge market potential, more and more industry giants begin to lay out the coffee industry. just last month, the global beverage brand Coca-Cola announced at the quarterly report press conference that Coca-Cola will enter the coffee market strongly this year. Coke Coffee is the first to be launched in 25 cities around the world.

Fang Qinwan, official account: beverage industry website

Coca-Cola plans to launch Coffee in 25 markets around the world by the end of the year.

Industry supporting supplier recommendation

In November 2018, the new tea brand Nai Xueyu Tea launched the frozen top mandarin duck, a mixture of Arabica coffee, fresh milk and frozen top oolong tea, combining tea and coffee for the first time. On April 28, Nai Xueyu Tea announced the upgrade of the "Coffee Series" to the golden cup in its official WeChat account. At present, it has listed four kinds of coffee products, namely, avocado, black, lemon and mandarin duck, and tried the combination of avocado + coffee and black tea + coffee.

In November 2018, Yibao added to the ready-to-drink coffee market again, launching a new product of FIRE (Hot Coffee) cold extract black coffee. It is reported that the product specification is 280ml/ bottle, the shelf life is 12 months. Yibao Tmall and JD.com 's official flagship store launched at the same time, with a price of 49.8 yuan per 4 bottles, or about 12 yuan + per bottle.

In the face of fierce competition, how to make consumers pay for the coffee in Nongfu Spring is worthy of our attention.

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