The first Piye Coffee in Shenzhen has opened! Take a peel off the grudge between coffee and Starbucks

A month ago, we reported that the opening of "Coffee Grandmaster" Piye Coffee is accelerating in the Chinese market.

At the same time, snack Dai reported: JED Peet's CEO Fabien Simon pointed out at the first half of 2021 that the number of Piye Coffee stores in China had reached 40 by the first half of 2021, and is expected to achieve the original target of five to six years in the next two to three years.

Hey, guess what? On September 15, the first store of Peet's in South China, Vientiane Tiandi, opened grandly! Not only that, Piye Coffee also brought Shenzhen only belongs to the [city limited coffee]-ice fragrant dirty and hand tea, is simply the strength of the favorite fans!

Indonesia imported high-quality Meiji milk with crispy and delicious coconut slices, I heard that you can feel the cool summer breeze of the coconut forest. In order to blend into the local area, Piye coffee is also painstaking this time. Cantonese like to drink tea, launch tea that Cantonese like, and bring their own three flavors. It can't go wrong!

In fact, as early as 2017, Piye Coffee entered the Chinese market for the first time and opened its first branch in Shanghai. Entering the Chinese market is a natural result of the success of Piye Coffee's international expansion. Piye Coffee recognizes that China is a fast-growing market and makes it clear that it will "expand the business of retail coffee shops in China" as one of the ways to implement its growth strategy.

Data show that in addition to Piye Coffee, JDE Peet's 's products also include instant coffee, coffee beans, coffee machine platforms, capsules compatible with other mainstream coffee systems, and so on. The company has a number of global brands such as Lindsey 39, Jacobs Coffee, Douwe egberts, Senseo, tassimo, moccona and PIL ã o. At present, some brands have entered the Chinese market.

But five years later, when it comes to chain coffee brands, most Chinese think of Starbucks. Why is that?

Take root early. Compared with Piye Coffee only entering the Chinese market in 2017, Starbucks has more market judgment. According to public data, Starbucks opened its first store in mainland China at the China International Trade Center in Beijing in 1999. At present, China is Starbucks' fastest growing and largest overseas market.

Starbucks strives to attract young people through the "modern" aesthetics that is widely used in all its cafes. Peet's Cafe has a significantly different atmosphere-more "leisurely" and "warm" rather than modern or chic. The fast-paced route is more suitable for the coffee market in contemporary China.

food. Starbucks offers a wide range of food choices, including common sandwiches and freshly baked goods, compared with peet's.

If we look at the whole world, will there be any change in people's attitude towards the two?

In fact, long before Starbucks, Piay Coffee started the American boutique coffee industry. So naturally its influence will be greater. The founder of Piay Coffee is Alfred Peet, who is Dutch-American.

In 1966, Alfred Peet founded the first Pi Yeh Coffee in Berkeley, formerly known as Pi Yeh Coffee Tea ingredients (Peet's Coffee, Tea & Spices). Peet's is one of the first coffee beans and freshly brewed coffee retailers in the United States to offer boutique coffee. Due to the excellent quality of coffee, it is recognized as the "number one" of fine coffee in the United States.

According to the current popular saying, it is Piye Coffee that led the second wave of coffee, and then spread by Starbucks to carry forward all over the world. According to public information, Starbucks founder Jerry Baldwin, Zev Siegel and Gordon Bowker are all followers of Alfred Peet, the godfather of boutique coffee. Alfred Peet allowed the three young people to copy the layout of their coffee shops and share their suppliers with them, which led to the brilliant story of Starbucks.

Starbucks founders have publicly described Alfred Peet as "like a father's mentor" to them, so everyone jokingly called Piye coffee "Starbucks founder".

But you know what? Starbucks bought Piay Coffee in 1984 under the leadership of its founders Jerry Baldwin and Gordon Buck. In 1987, Jerry Baldwin left Starbucks to focus on the development of Piye Coffee, which became independent from Starbucks.

I wonder how long the feud between Starbucks and Pierre Coffee will last. Although Starbucks currently maintains a dominant position in China's coffee market, quantity is not the only indicator of the company's value. If we want to continue in the Chinese market for a long time, the most important thing is the value of industrial structure and the innovation of products and services.