What do time-honored brands like coffee in the cross-border coffee market? Three and a half Yongpu Coffee characteristics of Sumitagawa Coffee

With the development of coffee industry, a large number of consumer groups have been accumulated in a short period of more than 20 years. There is no doubt that coffee has become one of the fastest growing beverage categories in recent years.

From the monopoly of Nestl é instant coffee in the first wave of coffee to Starbucks opening its first Starbucks on Chengfu Street in Beijing in the second wave of coffee in 1997, a number of real boutique coffee shops appeared on Chinese mainland around 2010, and then to today's trillion markets. the rapid development of the coffee market has made more and more dividends in this field. As a result, the coffee market has attracted many giants from different fields to join the new battlefield of coffee.

In September 2019, Sinopec, which sells oil, entered the coffee market.

Sinopec easy Coffee Store teamed up with Lian Coffee to test the coffee market, and launched a new brand "easy Coffee" in its EasyJet convenience store, along with three new series of products, named after the gasoline number. They are 9 coffee (black and white coffee), 9 coffee (fashion special drink) and 9 coffee (boutique series).

In September 2019, the "time-honored brand" Shanghai time-honored brand, which was founded in 1864, entered the coffee market to sell coffee.

Shanghai time-honored brand Zhengguanghe Cross-border LB Coffee launched a "soda coffee series" inspired by Zhengguanghe soda, such as soda coffee, orange coffee and other six products.

In November 2020, Tongrentang, a century-old Chinese medicine store founded in 1696, sold coffee across the border and made it to the hot search list of Weibo.

Tongrentang combines traditional Chinese medicine with coffee to launch a series of Chinese and Western traditional Chinese medicine coffee, including Chinese wolfberry latte, motherwort rose latte, Hawthorn tangerine peel American style, and so on. It is understood that these traditional Chinese medicine coffee has become a popular style of Internet celebrities. Thousands of cups of coffee are sold every day.

In 2020, Tonghan Chuntang, a century-old traditional Chinese medicine store, launched more than 30 kinds of tea drinks, such as health tea, fruit tea, milk tea, sparkling water and coffee, among which the health-preserving coffee is American-style black coffee and ginseng honey latte respectively. You can choose your own ingredients, such as adding ginseng, Chinese wolfberry and so on.

Tonghan Spring Hall has a history of 237 years.

In March 2020, Nongfu Spring, China's largest drinking water brand, entered the hand coffee market and launched the first charcoal filter-type hanging-ear coffee for heavy coffee consumers. In June of the same year, Nongfu Spring launched the first coffee with chilled coffee and charcoal cup for the demand for hot summer drinks.

In addition to time-honored brands, even hotel brands have come to spoil the mess. In December 2020, the "first trip to 24Home Hotel 24" of a hotel began to enter the coffee industry, and opened its first coffee shop in Shanghai.

So, these time-honored brands frequently enter the new battlefield of coffee to sell coffee, what kind of coffee business are they interested in?

one.

Convenient products of coffee category

In 2020, three-and-a-half meals of instant coffee featuring convenient packaging, Yongpu coffee with portable boutique instant coffee products, and Sumida Sichuan, which featured hanging-ear coffee, respectively landed on the list of 2020 double 11 all-category instant coffee brands.

During the three-and-a-half double National Day holiday, he got the first good result of blending and coffee category sales, and reached a sales volume of over 100 million on the same day.

Yongpu Coffee also achieved sales of 21 million yuan on Singles Day, ranking first in Tmall's coffee liquid category, selling a total of 4.35 million cups of coffee, with annual sales exceeding 100 million yuan.

According to Tmall's 2020 Singles Day data, the total sales of Sumida Kawakawa coffee Tmall reached 23.7 million yuan, an increase of 430% over the same period last year. In the two categories of coffee, such as hanging ear coffee and coffee liquid, Sumida ranked first in the number of cups sold in double 11 and the total sales volume of 2020.

These major coffee brands have not been established for a long time, but they all gain the consumer market by virtue of their "convenient" selling points. now the coffee industry is becoming more and more refined. The reason why these brands can quickly gain access to the consumer market is that they can quickly respond to the needs of the consumer market. Time-honored brands who set their sights on the coffee market may also have an insight into the convenience and cost-effectiveness of this product in the coffee category.

two.

The potential of the coffee market

With the opening of China's coffee consumption market and the expansion of coffee consumption groups from first-tier cities to new first-tier, second-tier and third-tier cities, coffee categories bring more imagination to the innovation of food and beverage, facing the development potential of the domestic coffee market, everyone hopes to occupy one mu and three parts of the land in this field.

People in the industry said that in the future, the size of China's coffee market may achieve a growth rate of more than 20% for four consecutive years. It is expected that China will grow into a giant coffee consumption empire of 1 trillion yuan by 2025. Entrepreneurs in various industries have no reason to let go of the "treasure trove" of coffee, so more and more brands are entering the coffee industry in an attempt to get a piece of the pie.

According to the foresight Industrial Research Institute, it is predicted that the market size of China's coffee industry will maintain an average compound growth rate of 10% from 2021 to 2026, and will be close to 170 billion yuan by 2026.

three.

Cross-border association

Cross-border business in different areas has long been a popular trend, and "cross-border" is the fastest way for time-honored brands to seek growth.

Based on the potential of the coffee market, "cross-border coffee" is one of the new ways of innovative marketing in the market.

As time-honored brands, they naturally understand that if they have been addicted to the glory of the past without innovation, they will soon be eliminated by the market, and cross-border is the fastest way for time-honored brands to seek development.

Now more and more time-honored brands choose "cross-border" coffee, on the one hand, because the potential of the coffee market is like an unlimited "private domain flow pool", taking coffee cross-border as an opportunity, and then extend a new consumption scene to achieve profits and bring them new user groups, on the other hand, market demand drives them to expand more consumption patterns through cross-border development. Nowadays, a single type of product scene can no longer meet the needs of consumers, and major enterprises are constantly trying to break the boundaries of products and begin to diversify brands, multi-scene and multi-channel layout of the market. large-scale enterprises such as Yili, Mengniu and Yuanqi Forest are also expanding their fields by playing creative across borders.

What is worth thinking is that no matter what brand crosses or what field, the most important thing is to ensure the quality of the product. After all, the essence of cross-border will eventually return to the consumer group. Only by launching products that meet the needs of the consumer group can the consumer group be retained for a long time.

Last,

Whether from the level of time-honored brands or from the level of the coffee industry, they can communicate with each other in the market, and the most important thing is that their creative products can resonate with consumers.

But on the other hand, when time-honored brands have entered the coffee market, it also means that the coffee industry chain has more innovation and more room for development.

The last.

Do you think that time-honored brands can gain their own place in the coffee market when they enter the new battlefield of coffee?

* Image source: Internet