Why is Luckin Coffee so cheap? Is the coffee bean as expensive as possible?

"can I drink such cheap coffee?" "Coffee is sold so cheaply, how can the quality of beans be better?" for a long time, people can not set a label for coffee without "expensive". Whether in the era when coffee is not yet popular in China, or when coffee has become a common drink in China, it is only natural that coffee is expensive before there is no local chain coffee brand.

It was not until the emergence of local coffee chains that the price of domestic coffee changed. With the expansion of domestic chain coffee brands, there are more and more coffee shops, and the price is getting cheaper and cheaper. on average, the price of a cup of ordinary coffee is about ten yuan, plus there are various brand discounts, and you can drink a cup of freshly ground coffee for less than ten yuan, which is unexpected to consumers in recent years.

In this age of material abundance, coffee has long been a rare and high-end import. About ten yuan for a cup of coffee is actually very reasonable. However, the long-term concept of coffee consumption in society has been deviated, and many of them are biased by the prices of coffee brands that entered China earlier. When these brands entered China, many of them were based on the prices of Europe and the United States at that time. These prices may only be an ordinary price for European and American countries with high per capita income at that time, but for China, which is still in development, it will be very expensive to convert into RMB.

Chinese people can understand freshly ground coffee, these foreign coffee brands play an important role. For this reason, over the years, people have said that coffee will be linked to high prices, even if they have not drunk it, they also know that coffee is not something that ordinary people can consume frequently. So coffee consumers tend to be people with higher incomes in order to improve their image, so coffee has only appeared in big cities for so many years.

Apart from the high-income people, the average income of the general population is only a few thousand yuan. The cost of living is already very high, how many people are willing to spend dozens of yuan for a cup of coffee? If the pricing of coffee has not been brought back to the position that ordinary people think is reasonable, coffee cannot be popularized and developed rapidly in China.

If a thing is to develop rapidly, more consumers must come into contact with it, and it is impossible to rely solely on high-income people in first-and second-tier cities to develop coffee. To this end, in order to develop the coffee industry in China, it is necessary to invest in the interests of ordinary consumers, and reducing the price of coffee is the most effective way.

Most of the consumption habits are transferred from economically developed areas to relatively underdeveloped areas. A group of migrant workers in big cities have the habit of consuming coffee, and when these people go to other places for development, it will also affect people in these places to consume coffee. The civilian pricing is designed to make people in all regions feel that coffee is a drink that can be consumed on a daily basis.

"can you really drink such cheap coffee?" Why can't you drink it? As an ordinary consumer, drinking coffee is more used to refresh / satisfy yourself, not many people will really pursue the flavor of coffee. Coffee is freshly ground, the quality is acceptable, the taste is passable, and the price is not expensive, which is enough. How many people who drink milk tea will struggle with what kind of tea is used at the bottom of the tea?

Everyone should consume according to their own actual situation, not everyone should pursue the atmosphere of high-priced brands and pursue a high quality of life. Not expensive things must be good, not cheap things must be bad, the most important thing is that consumers think "good value for money".

Now the cultivation of coffee is also better than a year, the quality of coffee beans that can reach consumers is really very poor, it is basically an ordinary / regular quality, and the price of the cost is not very high, therefore, more than ten yuan a cup of coffee, it's normal. The same is true of coffee beans. Don't think that merchants must be cheating you if they sell cheaply.

Photo Source: Internet

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