CCTV: the coffee track is hot! 300 million consumers!

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Recently, according to industry estimates, the number of coffee consumers in China is about 300 million. With more and more coffee lovers, the coffee industry in the Chinese market is gradually coruscating vigorous vitality and has become a "good business" in the eyes of capitals. many well-known enterprises are actively cross-border layout of coffee tracks.

Up to now, there are 166000 coffee-related enterprises in China, of which more than 22000 are newly registered from January to September 2022, with a growth rate of 36.4%. According to the relevant survey, 91.4% of consumers will deepen their affection for the coffee brand because of the addition of Chinese flavor to their coffee products, the coffee track is growing rapidly, and the domestic coffee market is rising rapidly.

It is understood that there is a saying spread in the coffee industry earlier, "six losses, three even and one profit", which means that six of the ten stores are losing money, three are flat, and only one is profitable. However, with the acceleration of urbanization and the improvement of people's living standards, China has gradually become a big coffee consumer, and the industry has begun to make a profit and become the fastest-growing market in the world in recent years.

The coffee track has been heavily rolled in, "either on the way of opening a shop across the border, or on the road of preparing to open a shop across the border." Since 2020, Li Ning, China Post, Huawei, Tongrentang, Sinopec, Xilai and other industry giants have also come across the border to make coffee, which shows the popularity of this track.

From the perspective of existing consumption patterns, coffee products are mainly divided into three categories: instant coffee, freshly ground coffee and instant coffee, of which instant coffee accounts for a large share of the market. Although it has been established for only seven years, it has become a hot online celebrity brand, and it can often be seen in coffee reviews or recommendations on social platforms.

The reason why instant coffee can have more than half of the market share can also be attributed to its advantages such as high performance-to-price ratio and sufficient convenience. For sleepy office workers and student parties, it can save time to go out or order takeout. It is undoubtedly the best choice to meet the high-frequency demand and reduce expenditure at the same time.

When it comes to freshly ground coffee, although it currently accounts for less than instant coffee, there is no doubt that it has the greatest potential for development. at present, freshly ground coffee has become a rapidly growing category in China. According to media reports, iResearch Consulting has released a research report on China's freshly ground coffee industry in 2022, which shows that China's freshly ground coffee market is expected to reach 190 billion yuan by 2024. With the increase of coffee consumers, it also has a higher pursuit of coffee quality, which promotes the birth of more and more offline freshly ground coffee shops.

However, in the context of the upgrading of consumption, the coffee industry is ushering in changes, and now the ready-to-drink coffee market is also noisy, that is, drinking caffeine has a more convenient purchase scene, higher performance-to-price ratio and more popular taste characteristics. Favored by consumers. Although it is not as high-quality as freshly ground coffee, but there is no coffee faster than it, without the cup and water brewing, open the lid to drink, caffeine can be instantly get, very convenient.

Nowadays, many coffee shops and young people belong to "two-way choice". From the point of view of the current fast-selling coffee shops, storefront design and packaging design, they all cater to the aesthetics of young people to the greatest extent. Coffee shops such as extravagant simplicity, cool style, retro style and ins red wind can be easily found on the online platform.

Although young people have different reasons for choosing coffee, various brands of products are using their own unique ways to attract more and more young people. Young people have gradually become the main force in the upgrading of consumption and the new economy. China's coffee culture is gradually getting younger, it can be said that who wins the young people, who will win in the future.

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