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Will cross-border coffee become a "short-lived" online celebrity?

Published: 2026-07-13 Author: World Gafei

Last Updated: 2026/07/13, Over the past two years, the coffee market has been expanding, but the fact is that coffee people are also having a hard time. The number of small coffee shops is increasing, the coffee market is lively, and more and more well-known brands are stepping into the increasingly crowded coffee track. Golden cereal belongs to the plus Coffee track of Weichi Group, and there are also a number of brands such as China Stone before that.

Over the past two years, the coffee market has continued to expand, but the fact is that coffee people are also having a hard time. The number of coffee shops is increasing, the coffee market is bustling, and more and more famous brands are stepping into the increasingly crowded coffee track. Jinwei cereal belongs to Weichi Group plus coffee track, before there are a number of brands such as Sinopec, Huawei, China Post, Li Ning and so on have been involved in the coffee business.

In the face of this phenomenon, some people think it is an example of consumption upgrading, while others question that a large number of big brands will pile up across the border, which will inevitably lead to chicken feathers.

People's demand for coffee is increasing, so that many niche coffee brands see hope, however, many coffee people who choose to open a shop are obsessed with overconfidence, think coffee is a certain profitable business, with gambler mentality. There are coffee shops that make money, and there are those that lose money and close down. However, people are more inclined to take chances and think that the loser is not themselves. From the decoration, design, menu, etc. are all white prostitutes, there is no trace of unique things, this kind of easy to copy things do not last long, and then lose money to close the shop.

However, a large number of cross-border coffee brands seem to have strange ideas and huge spans. The essence is to make rational use of existing resources. China's coffee consumption is still in the stage of rapid growth. According to some data, the coffee market scale of China in 2021 is about 381.7 billion yuan. It is expected that the industry will maintain a growth rate of 27.2%, and the coffee market scale of China will reach 1 trillion yuan by 2025. Looking at such a huge cake, everyone wants a piece of it.

It can be seen that the essence of the giant cross-border coffee market is to add new business, not blindly follow the trend. This is to adjust to the market and adapt to the new rules of the game. Behind the giant scramble to enter the game, aiming at a more subdivided coffee track, as well as hidden behind the huge business opportunities.

These cross-border giants themselves have certain popularity in the original industry, and their topic traffic, brand recognition and online store channel resources are the inherent advantages of these giants. With geographical advantages and brand effect, packaging the above advantages for coffee sales can improve the store efficiency on the one hand, and help to realize the youthful state of corporate image on the other hand.

However, the so-called alternate lines are like mountains. For most cross-border businesses, cross-border is just a marketing innovation, mainly to attract attention. For consumers, this cross-border novelty will soon wear off and it is impossible to pay for it all the time.

Every industry has its own rules. Today's coffee development tends to be refined, from coffee bean production area selection, to roasting time control and other seemingly simple needs, in fact, need strict quality control, with considerable professionalism. Coffee is very fragrant, cross-border enterprises mostly sell coffee as a sideline, if the management is a little careless, I am afraid a hot burst of cold.

In the face of cross-border coffee players, if you want to stand out from them, I am afraid you need to achieve breakthroughs in the competition of quality, creativity and marketing.

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