7-Eleven convenience store also started to sell rosy summer coffee?!

The 7-ELEVEN convenience store managed by Unification Group announced on the 22nd that it will launch three limited geisha (Rosa) coffees priced between TWD250 yuan and 500 yuan (RMB57-114yuan), according to Taiwan media reports. But it is only sold in 18 stores with boutique coffee zones, and the quantity is limited.

7-ELEVEN in Taiwan has been in the business of freshly ground coffee since 2004. As more and more consumers pay attention to coffee producing areas, varieties and flavor in recent years, they began to add boutique coffee areas in their stores in 2018.

Compared with many independent boutique cafes, 7-11 boutique coffee shops adopt a compound management model, which has a great advantage in product price, and its positioning is similar to that of Lucky, providing consumers with affordable boutique coffee. But! It is also because the prices of the coffee products sold have always been so approachable that as soon as the three types of Rose Summer Coffee were launched, it sparked a heated discussion among netizens.

Some netizens think it's too expensive! Going to the convenience store to buy coffee is for the benefit, but the price is really high! Drink coffee at this price, why not go to an independent coffee shop; some netizens think it's good! Make the price of Rosa coffee seem approachable, so that more people will be willing to taste better boutique coffee; there are also some netizens who think that salted fish and cabbage have their own preferences, no matter what price, as long as its performance-to-price ratio is worth it, someone will appreciate it.

Some netizens joked that "Unification can make convenience store coffee surpass Starbucks!" (Starbucks in Taiwan is also managed by Unification Group, and so far the most expensive drink offered by Starbucks in Taiwan is TWD400 yuan / RMB91 yuan.)

This 7-11 launch is a rosy summer coffee grown in Alishan, which comes from Fengshan Village (sun and honey treatment) and Alishan Rose Manor. Among them, Rose Summer Manor won the first prize in the Rose Summer Coffee Group in the Alishan Coffee Manor Elite Exchange Competition, which is famous for its sky-high prices.

In this year's "Alishan Coffee Manor Elite Exchange Competition", a 5-kilogram package of sun-dried coffee beans from Zou Zhuyuan was marked at a sky-high price of 520000 New Taiwan dollars (118000 yuan), and Rose Summer Coffee suddenly attracted a lot of discussion. public consumers have also paid more attention to Rosa coffee. And 7-11 also took advantage of the heated discussion to change people's view of convenience store coffee.

We note that the pricing of these three types of coffee is actually not particularly high, in terms of the difficulty of planting varieties and output, such a price is very cost-effective. However, different consumers also have the corresponding cognition of value and price to the brands with different images.

If such coffee beans and pricing are placed in independent coffee shops / well-known coffee shops, they appear to be very cabbage, while in convenience stores, they will appear to be very expensive. An influential convenience store brand selling Rose Summer Coffee, although it does not seem to be a "mismatch", it is not "unworthy" to sell. The addition of 7-11 may also be able to take advantage of its own advantages to dominate part of the price setting in the industry.

Nowadays, the price of Rosa coffee is too high! In the more than ten years since Rosa Coffee became famous, the auction price of Rosa Coffee has risen from US $20 / lb at the beginning to US $2500 / lb today. Although its popularity has been increasing, Rosa Coffee also gives consumers a sense of "unreachable" distance.

However, this only artificially promotes the value of Rose Summer. It is undeniable that Rosa coffee beans are much better than the common boutique coffee beans on the market, but this does not mean that all Rosa coffee beans are top quality, and not all Rosa coffee beans grown in all producing areas have to be of course high prices.

Although the output of Rosa coffee in Taiwan is small, and the price is higher than that of coffee grown in other Taiwan regions, this is a good time to "tell stories" to consumers.

As an agricultural product, coffee is closely related to nature. Nowadays, many coffee consumers will not only pay attention to the source of information about coffee beans, but also hope that the products they buy can make the coffee producing areas sustainable and make the quality of coffee beans better and better.

7-11 also realized that sustainable development is one of the biggest factors in boutique coffee marketing, so it adopted locally grown rose summer coffee beans to tell more consumers the story of local growers and coffee farmers through people-friendly prices.

Not only let consumers feel involved in a reasonable consumption area, but also have an opportunity to improve their lives. Brands can also change the recognition of brands by mass consumers through such opportunities, so as to get more development opportunities.

Photo Source: Internet

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