The high-quality "third coffee wave" capital market has entered the coffee industry.

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The boutique "third Coffee Wave" broke a static market, but it was quickly picked up by capital.

What broke the static market was a movement known as the "third Coffee Wave", which sprang up in the United States around 2003. Coffee consumers who are baptized by this wave not only need to easily tell the difference between a cappuccino and a latte, but also know how to distinguish between Philharmonic pressure, handcups, Vmur60, and iced coffee.

Led by boutique coffee shops such as Blue Bottle, Intelligentsia Coffee, Stumptown and Philz, people are trying to learn more about the origins of coffee making. At the heart of the third wave of coffee is baristas, emphasizing origin, using lightly roasted beans to retain the freshest flavor.

Coffee has long been considered a healthy drink, and when Starbucks coffee caused cancer, nutritionists explained that "drinking more coffee helps reduce the risk of breast, stomach and liver cancer." Coffee is a drink that caters to the health trend of the middle class in recent years, and the combination of boutique coffee and a good lifestyle is also in line with the taste of this group.

Euromonitor estimates that the global coffee market has grown at a compound rate of 5.5% over the past five years. Coffee is not only healthy, but also cheaper than other healthy drinks (such as cold-pressed fruit juices and craft beer). It doesn't have such a short shelf life and has mature store channels. The emergence of the third coffee wave will make the future division of labor more clear in this industry with many roles.

At the same time, the beverage giants have become the scourge of sugar water companies and the world. Pepsi and Coca-Cola are in a hurry to transform. Coca-Cola owns Georgia Coffee, a ready-to-drink coffee brand worth more than $1 billion, which was launched in Japan in 1975 and has suddenly become what analysts call the "dark horse of the coffee market." "I don't think he (Coca-Cola) has a 100% clear coffee strategy, but he has the most powerful distribution system in the world," Jim Watson, a senior beverage analyst at Rabobank, said in a report.

In this context, small companies are easily targeted by money. Both Blue Bottle and Philz, which rely on Silicon Valley, have made huge investments from their customers, those venture capitalists, and are growing rapidly.

But there is no new Starbucks among them, and the positioning of boutique coffee naturally determines that it is difficult to scale.

The Philz coffee used at Zuckerberg's wedding, which is still operating independently, has raised $75 million so far, but it has opened only 45 stores and is slow to scale up.

Blue Bottle was sold to Nestl é. Its CEO responded to the controversy by saying it did so because it needed capital. Listing was supposed to be a reliable approach, but the effort it would take to catch up with every three months made Blue Bottle choose to sell to a thoroughly industrialised group like Nestl é.

Blue Bottle has reason to worry. Wholefoods, which is also trying to catch on to health trends, is the largest start-up in the health food market, struggled for growth and profit for years after going public, and eventually sold it to cash-rich Amazon.

What is growing fast in the new generation of independent coffee brands is Peet's Coffee, which has become more and more industrial and more like Starbucks.

Peet's acquired boutique coffee brand Stumptown and Chicago boutique coffee brand Intelligentsia Coffee in 2015. These two brands and another "counter-culture" (Counter Culture) are said to be the most important three representatives in the third wave of coffee.

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