Current situation of ground coffee market: new tea drinks have entered the coffee race track.

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Today's competition in the new tea market has long been rolled out of the venue, and the new tea layout coffee seems to be nothing new. First, there are coffee brands launched with a pleasant look and open five coffee stores, followed by Seesaw, a boutique chain of tea products, and minority coffee.

Recently, the coffee chain brand monster circulating on the social platform announced that it had completed a multimillion-yuan angel round financing, and the investor was Naixue Tea with the same location. As early as the end of 2020, Naxue launched the new store model "Naxue PRO" and launched seven new boutique coffee, which means that Naxue has officially laid out its coffee business since then, and in September this year, it bought a stake in AOKKA Coffee and opened its first offline coffee store in the first Naxue Life store.

However, when it comes to the new tea cross-border coffee market, CoCo can be regarded as the "leader" for new tea brands to enter the coffee race. as early as 2014, it has been working with coffee service organizations to lay out its coffee business, and opened its first coffee store at Fudan University in Wujiaochang, Shanghai in January 2015, focusing on affordable and creative coffee.

Since then, major brands have begun to enter the coffee market, new tea seems to be staging a cross-border scuffle with the coffee market, and intensified. Snow ice city, books also burn immortal grass, 7 points sweet and so on. Tea brands have launched their own coffee products and brands. In August this year, Yuanyang Coffee, a new coffee brand with a pleasant tea face, opened its first batch of five stores and officially entered the coffee market.

However, long before the coffee category, Honey Snow Ice City, based on its headquarters in Henan, set up a brand "Lucky Caf" to focus on the coffee market and officially open its business to the outside world. Xi Tea has already launched its own coffee products in the menu, and in 2020, it has done many joint flash stores with boutique coffee brand% ARABICA in Shanghai and Guangzhou to further integrate milk tea and coffee elements. In July 2021, Xi Tea bought into the boutique coffee brand Seesaw Coffee, and in June this year, it invested in Minority Coffee.

According to data from Ai Media Consulting, China's coffee market will be about 381.7 billion yuan in 2021 and is expected to reach 485.6 billion yuan in 2022, with more than 300 million consumers. At the same time, the size of China's coffee market is expected to grow by 27.2%, much higher than the global average growth rate of 2%, and is expected to reach 1 trillion yuan in 2025.

In this context, more and more cross-border players enter the game. According to App, the number of enterprises with cross-border coffee tracks increased significantly from 2020 to 2022, from 2 in 2020 to more than 10 in 2022. Cross-border enterprises come from a variety of industries, in addition to catering enterprises, including China Railway, China Post and other large enterprises, their participation has jointly boosted the popularity of the coffee track. As of mid-November, the number of coffee brand financing reached 13 in 2022, accounting for nearly 80% of the total financing of the whole coffee track.

Tea brand entry coffee brand, for some highly competitive new tea brands, perhaps a greater role lies in the occupation of the coffee market and brand promotion. Some industry insiders said that whether it is to be able to seize a certain opportunity in the coffee race early, or to find a second growth curve, coffee has become a "best choice" for new tea brands. In addition, the development prospect of today's coffee track is so hot and fast, with a large number of potential consumers, the coffee market still has a high ceiling, and new tea brands are certainly trying to share the pie in this track.

The entry of new tea brands can not only provide ideas for coffee product innovation and marketing, but more importantly, they have already accumulated strong enough experience and advantages in the standardized operation of tea stores, large-scale expansion and the integration of supply chain. Let's wait and see how the new tea brand drives this coffee market!

Photo Source: Internet

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