Italian coffee brand illy accelerates overseas expansion

Affected by the epidemic, the food and beverage industry in all countries has been hit hard, such as illy, an Italian coffee brand that eats dividends from the food and beverage industry itself, so illy is looking at the largest coffee consumer, the United States.

In this context, illy Coffee Group officially announced the completion of 200 million euros of equity transfer financing some time ago. The investor is Rhone Capital from New York, USA, which accounts for about 20% of illy Group's shares. The goal is to expand the US market.

Illy coffee group, meanwhile, is looking beyond america to other overseas expansion. Take the Chinese market as an example. According to an interview with illy coffee CEO, Massimiliano Pogliani said: "China's coffee market is developing very fast, and illy coffee will also combine the habits of Chinese consumers to power the Chinese market in the future."

This is also because China is the fastest growing coffee market consumption country, which is obvious to all countries, so illy also began to look to China, such as the current major e-commerce platforms in China have sold illy coffee products, which also accumulated a certain number of customers for illy coffee brand, if illy in China to expand the enterprise, the future may also be able to drink a cup of illy quality coffee in more cities in China, which can also improve brand awareness.

In addition, with the personalization of contemporary young people in our country, there is a higher demand for coffee quality. It is no longer limited to drinking Robusta coffee beans, but begins to pursue higher-quality Arabica coffee beans, which is also in line with illy coffee's main coffee sales concept.

From this point of view, illy is indeed a wise choice to expand the market in our country. After all, illy has always pursued traditional coffee culture in physical stores, while Francesco illy, the founder of illy brand, has coffee culture color itself, such as modern espresso machine, which he invented in 1933. Up to now, CEO of illy brand has been the third generation descendant of the family. From this point of view, illy coffee's founding history is about to reach the level of 100 years. For coffee lovers who pursue history and culture, this is also a means of promoting brand culture.

At the same time, illy coffee brand is actually a coffee enterprise that entered the Chinese market in the same batch as Starbucks, but illy has only opened a coffee shop in Shanghai, China for so many years, which was opened in 2019. This also makes illy miss a lot of coffee consumer groups, but fortunately they take two completely different routes, Starbucks is the main cup, peripheral sales routes, illy coffee is the main boutique coffee sales route, so illy coffee market in China still has a lot of room for development.

illy, after all, has very high standards for its own coffee beans. Every coffee bean they sell is tested by an electronic spectrometer and no flaws are allowed. illy is also the first coffee company in the world to receive ISO9001 certification. This can also explain why illy in Italy can be used as one of the reasons for the coffee business leader, after all, only the coffee quality standards, in order to obtain everyone's recognition, there will be more room for development.

* Image source: Internet