Blue bottle coffee, bad timing?

"Blue Bottle Coffee's second store has been finalized!"

Blue Bottle Coffee, which has been quiet for a while after a round of excitement, recently told the media that the second store in mainland China will continue to be located in Shanghai! Different from the first store, this time Blue Bottle Coffee is not opened in a building full of historical stories, but on the first and second floors along the street of Jing 'an Kerry Center in the prime area of Shanghai ~ At present, the interior is still under renovation, and the opening time is yet to be determined.

Preparations for Blue Bottle Coffee's second store in the mainland actually began in early March this year. At the beginning of March this year, some netizens shared online that the first and second floors of Kerry Center had begun to be enclosed and renovated, but unfortunately, at the end of March, Shanghai entered into a multi-month epidemic prevention and control management, and the preparation progress was also affected. In this regard, many netizens lament that blue bottle coffee is not timely...

One is because the mainland coffee market is fighting a price war, and the pricing of blue bottle coffee does not conform to the public's consumption concept. One is the impact on business sales during epidemic prevention and control. Perhaps according to the price point of view, Blue Bottle Coffee only joined now, really no chance of winning, but also because of this prevention and control management, let Blue Bottle Coffee perform well.

Blue bottle coffee is priced higher than many chain coffee shops, not only because of brand awareness, but also because blue bottle coffee has a unique product experience. Although there are many independent boutique cafes today, the quality of each one varies, and consumers cannot have a long-term stable coffee.

Although Blue Bottle Coffee is the positioning of chain coffee, insisting on the use of fresh roasted coffee beans and stabilizing the production of each cup of coffee can bring a strong sense of contrast to consumers, which also makes everyone discuss chain coffee and fine coffee. Even pricing does not affect consumer trust in its brand compared to many chain/independent coffee shops, because more people are pursuing the brand effect of coffee.

And this epidemic prevention and control, but also because of the blue bottle coffee brand adhere to, but have a better performance, so that many coffee consumers to the brand's goodwill has been improved. Before Blue Bottle Coffee was established in the first store, a roasting factory was built to ensure that the quality of each cup of coffee was maintained in the best condition.

After the government allowed eligible factories and shops to apply for the first batch of resumption of work, Blue Bottle Coffee Shanghai Roasting Factory resumed closed-loop production on May 1, and Yutong stores also opened community group buying services on May 3.

Blue bottle coffee has a big advantage over many coffee shops that are also returning to work, fresh roasting of coffee beans, and it is also a very good publicity opportunity. Because after a round of epidemic impact, there will be more consumers tend to make their own coffee at home, compared to shop consumption, the surrounding (coffee beans, coffee making equipment, etc.) will be the future consumption mainstream.

Although Shanghai announced that some areas resumed dining services, Blue Bottle Coffee stores failed to recover in the first time, but there are also many consumers willing to go to the takeaway, until July 1 stores did not resume dining. Different from the initial opening, there are no longer long queues outside the store, more people go to consume coffee, baristas also have more time to communicate face-to-face with customers, better show the value of the brand.

It can be seen that Blue Bottle Coffee chose to enter the mainland at this time, perhaps it is a kind of luck. At present, there is a lot of room for domestic consumers to improve their acceptance of coffee culture. Many people start to contact coffee through some local brands at this stage. When consumers further understand coffee, the market demand for fine coffee will increase.

According to the forecast of CITIC Securities Research Department, the market space of fine coffee accounts for 25%-30%, while the existing independent fine coffee shops and fine coffee brands are not enough to saturate the market space of fine coffee. Under this forecast, Blue Bottle Coffee, which focuses on coffee quality, still has a chance to gain a foothold in the domestic coffee market and accelerate the expansion of stores.

Now that the second store of Blue Bottle Coffee has been finalized, it can also be seen that more and more young people pursue the route of niche simplicity + boutique, without joining the domestic coffee brand "war of low prices", Blue Bottle Coffee is more like deliberately avoiding.

Image Source: Network

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