Coffee Market in 2021: Is Shanghai the No.1 Coffee Sales in the World? Is Coffee Consumer Demand High?
"How many rolls does the coffee industry have?"
"Everywhere is rolling!!"
In terms of the number of cafes, according to the latest Shanghai Coffee Consumption Index, Shanghai has become the city with the largest number of cafes in the world, with 6913 cafes, including 4239 independent cafes, accounting for about 60% of the total, while Beijing ranks second in the world, accounting for about 60% of Shanghai.
Brands are also accelerating their entry into the store track, with boutique coffee brand Manner announcing 1000 stores by 2023; boutique coffee brand Seesaw Coffee saying it will open 500-1000 stores in the next five years; and Canadian National Coffee Tims announcing 1500 stores in the next 10 years.
The boutique coffee brand "Three and a Half", which originally focused on the online field, quickly seized the offline market and opened its first offline store. Soon, the boutique coffee brand "Yongpu Coffee" will also open its first offline test store.
At the coffee capital level, Ruixing Coffee, which suffered from capital trust crisis last year, regained investment from Dazheng Capital and Pleasure Capital as early as April this year, with a financing amount of US $250 million. Not long ago, Ruixing's new round of financing news and boutique coffee chain MANNER COFFEE were also reported to be going to Hong Kong IPO news frequently appeared in the headlines, but finally Ruixing Coffee official and MANNER COFFEE founder made a "no relevant plan" response.
In addition, from January to September this year, there were 21 financing events related to coffee projects, with a total financing amount of more than RMB 4.6 billion.
Many coffee brands such as Manner, M Stand, Seesaw, Sumida River, Eagle Set Coffee, Dai Mathematician Coffee, etc. frequently gained capital popularity, and even appeared "M Stand" valuation of 4 billion yuan,"MANNER" completed 4 rounds of financing in 6 months, and Sequoia, Hillhouse, Meituan, Byte, Ali, Tencent and other senior participation in the coffee track lively situation.
At the coffee entrant level, the entrant who stepped onto the coffee track this year became wider and more diverse.
Box Ma Xiansheng, Uniqlo, Police Station, Zhihu, High-end Beauty Collection Store HARMAY, Tongrentang, etc. all have their own unique cross-border "occupation" coffee market, independent cafes seize the market, and coffee is originally a traffic business, the rise of new players means that the old players 'traffic will be divided.
At the same time, this year's coffee track has attracted stars with massive fans to join the coffee track.
Just today, coffee chain Tim Hortons China officially announced "Yang Yang" as its brand spokesperson.
Unsurprisingly, the entry of the traffic star "Yang Yang" directly made the topic rush to the Weibo hot search list. By the time of publication, the topic had brought 180 million readings and triggered 919,000 discussions.
Similar to the celebrity endorsement coffee brand with a large number of fans, Xiao Zhan also endorses the brand of Yitianchuan Coffee; Yi Shou Qian Xi endorses the Nestle brand; Wu Lei endorses the Maxwell brand; Wang Yibo endorses the K coffee brand; in September this year Ruixing Coffee also signed the freestyle skiing world champion Eileen Gu as the brand spokesperson.
Top-stream endorsers bring higher visibility to coffee brands, but from another perspective, the marketing of coffee brands choosing celebrity endorsements further intensifies the internal volume of the entire coffee industry.
According to relevant statistics, there are 330 million coffee consumers in China, and the coffee consumption market scale is expected to exceed 100 billion in 2021. Although the coffee track space is so vast, it is still painful for small independent cafes.
Take Shanghai Cafe as an example, some data points out: Huaihai Middle Road alone, there are 49 cafes from beginning to end, the intensity of coffee shops can be seen in the competition, and the so-called competition is far more than the intensity of coffee shops, there are new players constantly emerging, capital high price grab coffee market, in this case, small independent coffee shops where to go?
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