The trend of Coffee consumption Market in China is new coffee up or down?

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In recent years, coffee culture has been slowly permeated in China, coffee lovers and coffee fans are also increasing, and new coffee brands are springing up like bamboo shoots after a spring rain.

In terms of the coffee industry as a whole, the growth trend of cafes is actually on the rise.

There is still a lot of room for the domestic coffee consumption market. The per capita coffee consumption is still at a low level compared with developed countries. In 2018, the per capita coffee consumption in mainland China was only 0.71% of that in Germany and 1.6% of that in the United States. The size of the global coffee market is more than 12 trillion, while that in China is only about 70 billion, which is far behind the proportion of the population. The increase in per capita income will promote coffee consumption. For every 5% increase in national income, daily coffee consumption will increase by 2%. With the increase of national income and the gradual cultivation of consumers' coffee consumption habits, the potential market for coffee is huge.

As a "new coffee brand", it can be said that it is a relatively new topic in recent years. Last year, various industries were affected by the COVID-19 epidemic. As a result, many cafes were hit hard, and many cafe owners fell into a business crisis. Eventually they had to close down.

This year's Coffee Salon shows that the proportion of new cafes opened in half a year has increased from 16.43% last year to 16.80%. The proportion of cafes that opened in the past year: 32.26% in 2019 and 30.26% in 2020. The speed at which cafes will open in 2020 will not be particularly affected by the epidemic.

In addition, according to a "White Paper on China's freshly ground Coffee Industry" released by Deloitte China and Mumian Capital, the number of cafes in China has exceeded 100000 by the end of 2020.

If you look at the type of consumer products of coffee, the relevant data show that instant coffee accounts for 72%, instant coffee accounts for 10%, and freshly ground coffee accounts for 18%. This data shows that instant coffee occupies a very important position for the whole coffee category. Coupled with the impact of last year's epidemic, the coffee category experienced a great reshuffle, which promoted the consumption of household coffee and instant coffee. Coffee categories have become rich and diverse, such as more hanging-ear coffee, cold-extracted coffee and creative coffee on the market. There is no doubt that coffee has become one of the fastest growing beverage categories in recent years. On this basis, the consumer demand of the coffee market has also been further satisfied. Of course, the times are advancing, and coffee is also getting better. New domestic coffee brands (such as Yongpu, three and a half meals, etc.) have also rectified the name of instant coffee by using high-quality raw materials and technology in recent years.

During the 2020 epidemic, global coffee consumption was also on the rise, mainly due to online e-commerce business. on the one hand, cafes provided delivery services. 68.26% of cafes chose to provide delivery services in 2019, rising to 74.25% in 2020. Not long ago, the "White Paper" report information shows that: from the level of competition between the front-line and the new front-line, the cost-effective coffee brands focusing on the "fast coffee" scene and the boutique coffee brands focusing on the "slow coffee" scene are gradually seizing market share. In addition, according to the above data, the city with the highest take-out coffee orders in China's major cities in 2020 is Shanghai.

Source of picture: looking at the data

On the other hand, the order volume of Tmall's new coffee brand has increased by 300%, and the mode of online consumption shows explosive growth.

Under the continuous impact and popularization of coffee culture, the distance between coffee and ordinary consumers is getting closer and closer. at present, the scale of China's coffee consumption market has reached about 100 billion yuan. according to the report of Dongxing Securities in 2020, China's coffee consumption growth rate is as high as 15%, which is much higher than the global average of 2%. It is expected to reach 1 trillion yuan by 2025, and the coffee market has unlimited imagination. China will become the world's largest coffee consumer market.

In addition, the huge potential of China's coffee market has attracted a strong boost from capital.

Take Canadian national coffee brand Tim Hortons as an example. In May last year, Canadian coffee brand Tim Hortons China announced that it had received investment from Tencent with a financing amount of 10 million RMB. Since Tim Hortons was exclusively invested by Tencent, Tim Hortons has developed rapidly in the Chinese coffee market. Tim Hortons called this "a huge development opportunity". In addition, February 26 this year. Tim Hortons has once again received a second round of financing led by Sequoia Capital China Fund, increased by Tencent and followed by Zhong Ding Capital. The strong capital boost has made Tim Hortons confident in the Chinese market. Tim Hortons plans to add 200 stores in 2021 and open 1500 cafes across the country in the next few years.

On November 16 last year, McDonald's also announced a major investment in the coffee market. McDonald's coffee brand McCaf é announced that it would invest 2.5 billion yuan in the next three years to accelerate the distribution of mainland China's coffee market. It is estimated that by 2023, more than 4000 McCoffee stores across the country will provide high-quality, cost-effective handmade coffee.

Of course, here are only two examples, the capital gain is far more than this degree, we also listed the coffee field in 2020 into a lot of new boutique coffee brand financing events, such as Yongpu, three and a half meals, time extract and so on. According to incomplete statistics, coffee brand financing events in 2020 more than ten coffee brands.

Overall, the coffee industry is still showing a growing trend, now almost halfway through 2021, and the coffee market will usher in a new round of accelerated development.

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