South Korean boutique coffee chain Ediya Coffee once again entered the Chinese market, stationed in Tmall to sell instant coffee!

South Korean coffee chain EDIYA COFFEE has announced that it will enter China's Tmall platform within January, Yonhap news agency reported. Before that, EDIYA COFFEE has already stepped out of South Korea, exporting its brand of instant coffee products to Mongolia, Australia, the United States and other countries. The company said it would use its presence in China's e-commerce market as an opportunity to communicate with more overseas consumers.

According to sources, when entering the Tmall platform, EDIYA COFFEE will mainly sell instant coffee, capsule coffee, blended tea and other products on the Tmall platform. EDIYA COFFEE said that the above products are very popular with local consumers in South Korea, and I believe that Chinese consumers will also like the same type of products.

The entry into the Tmall platform this time should also be a study of Chinese coffee consumption. By 2020, instant coffee accounted for 52.4% of China's coffee market. However, with the popularization of coffee culture, although instant coffee still accounts for the largest share of the market, many consumers have begun to consume freshly ground coffee, and domestic chain coffee shops have also become the main place for Chinese consumers to consume freshly ground coffee. Some analysts predict that by 2023, the proportion of freshly ground coffee in China's coffee market will rise to more than 51%, while the proportion of instant coffee will fall to less than 40%.

This is a good competitive opportunity for EDIYA COFFEE, through e-commerce to sell instant coffee capsule coffee, after a certain number of customers and popularity, began to set up branches in China. Seeing this, are you thinking, why doesn't EDIYA COFFEE open a branch directly in China? Of course they've thought about it, and they've already tried. It is obvious that he has suffered a loss, so he is cautious this time.

As early as September 2005, the EDIYA COFFEE brand entered China and opened a branch in Beijing, China. However, due to the coldness of the market, it withdrew from the Chinese market only after three years of survival in Beijing. Then in 2018, aware of the rapid development of China's coffee market in the next few years, they announced on October 17, 2018 that they would open the first chain of boutique coffee shops in Beijing, China within 2019. Obviously, the rise of Lucky and manner in 2019 made them stop their plans, so they have not seen EDIYA COFFEE stores in the Chinese market so far.

Today, the epidemic in China is much more stable than in other countries, and domestic consumption levels are also recovering, mainly on e-commerce platforms. So EDIYA COFFEE plans to start by stationing in Tmall to sell the company's products, attract the attention of Chinese consumers through a large number of discount activities, and then re-plan to open stores after gaining a certain popularity in China.

EDIYA COFFEE founded and opened its first offline store in 2001, the 100th store in August 2003 and the 200th store in October 2006. as of September 2016, the EDIYA COFFEE brand has more than 2000 stores, making it the largest coffee brand in Korea and the most representative coffee chain brand in Korea. Due to its low price and stable coffee quality, EDIYA COFFEE has a very solid position in the hearts of South Koreans.

But compared with the first time to enter the Chinese market, the EDIYA COFFEE brand now needs to face more brands, online there are three and a half, Yongpu, Sumitagawa and so on, offline there are lucky, manner and other local small store chains, EDIYA COFFEE now wants to get a piece of the pie, it is probably very difficult …...

Photo Source: Internet

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