Talking about baking-A brief history of our coffee drinking

If you jump out of the framework of making coffee and look at China's coffee retail market from a big market point of view. You will see that about 30% of consumers are 40-55 years old. At the same time, there is another big cake on the market, about 25-30 years old.

From the perspective of spending power, people will naturally choose the former. From the perspective of product preferences, you will find that the former's favorite is often Blue Mountain and Manning, while the latter is more likely to choose espresso, or the more fashionable light roasted coffee.

Here is an interesting phenomenon, these two types of consumers are almost "old and out of touch", more popular "Blue Mountain School" does not recognize the "geisha school" (Geisha). So, I call this phenomenon at both ends, "No bitter, no coffee, no sour, no boutique."

This phenomenon is very unique, but it reflects the history of the development of cafes in China. Around the early 1990s, we did not experience the second baptism of the coffee industry brought about by Starbucks. The transition from Nestle coffee to coffee of a certain quality was not Italian, but the more popular and avant-garde Taiwanese brand "Shangdao" at that time. Today, please do not scoff at the Shangdao brand. In a sense, it makes people know the origin for the first time and understand the mellow nature of coffee. It is the first deep understanding of coffee. Coupled with the fact that Taiwan is affected by the Japanese tradition of slow roasting, the perception of coffee in that area is that coffee is bitter, but it can have a good texture and a long return to sweetness.

Let's take a look at the background of the coffee industry chain in that period. The vast majority of coffee farmers have never drunk their own coffee. The roaster gets coffee beans from bulk buying and selling, and the varieties of coffee are mixed. Instead of considering the unique flavor, it is better to bake it deeper, reflecting the caramel feeling and mellow thickness brought by the baking, and has a long aftertaste. Then at the bottom of the supply chain, espresso is not so popular in Europe, keeping in mind that the golden formula, 14g of powder, extracts two cups of 30ml's espresso. Fat represents not only freshness, but also the quality of coffee at that time.