The third wave of coffee is coming. Do you see clearly the nature of the coffee market in first-and second-tier cities?

When coffee entered the third wave, the coffee market in the mainland also responded quickly and converged. In recent years, from north to south, from busy roads to alleys turning left and right, buildings or tree-lined alleys, all kinds of cafes can be seen. In booming big cities, coffee has become a necessity for modern people. Since Starbucks taught us what coffee is, drinking coffee has gradually affected Chinese tea drinking habits.

The maturity of the coffee market, from bakeries combined with cafes or the whole city dominated by convenience stores is my coffee shop, and then evolved to the rise of chain self-baked coffee bars, which illustrates the demand and rise of the coffee market.

▲ coffee is the second largest futures commodity in the world after oil.

The first wave of coffee sprang up from instant coffee, represented by "Nestle" and "Maxwell". "delicious" and "Didi fragrance" are almost the opening remarks of coffee enlightenment education in the mainland.

At that time, Chinese people involved in coffee were resistant to black coffee, which was popular in Europe and the United States, so Nestl é launched a bitter-free 1-to-2 mixed coffee and demonstrated its blending method in advertisements. In the sweet taste of the cream companion, the Chinese coffee journey begins.

The second wave of coffee mainly refers to the rise of the chain coffee market and the preference for the choice and deep roasting of coffee beans. In recent years, with the progress of coffee bean planting technology and knowledge, as well as the improvement of consumers' quality, coffee has gradually begun to compete with red wine. People began to care about coffee producing areas, manors, varieties, planting climate, local soil, treatment of raw coffee beans, and so on, all of them are refined and refined, and emphasize the characteristics of the producing areas, and the baking degree is also from deep to shallow. Emphasize the fruit and flower flavors that coffee should have. As a result, the third wave of coffee was born.

In addition, cafes with Italian coffee as the main axis are forced to promote "boutique coffee" and begin to provide single coffee (the so-called single coffee is a single producing area, a single estate, a single variety). And from the use of roasted imported coffee beans to self-roasted coffee beans, the roasting degree is changed to medium and light roasting, fuelled by this wave. Starbucks, the leader of the chain coffee chain, also began to launch hand-brewed coffee in April 2013, with a special hand-brewed coffee bar to provide coffee in specific producing areas. Presumably, in the coffee market where a hundred schools of thought contend, the only ones who benefit are absolutely coffee-loving customers.

Nowadays, the coffee market is booming, and the number of coffee employees is also increasing rapidly. due to the rapid increase, coffee education and training in cafes has a big fault. most owners mainly focus on the decoration style of the store. little attention has been paid to the technical level of coffee. therefore, reflected to consumers, there are two kinds of blocks, one is coffee gluttons, this kind of consumers focus on the enjoyment of taste. Have their own favorite fixed stores, will also choose a more professional coffee shop consumption, the other is the field type (compound) consumers, most of these consumers are attracted by the meals, drinks, added value (such as the provision of power outlets, free WI-FI) provided by the coffee shop, and do not have much response and requirements for the professionalism of the shop.

▲ hanging-ear coffee is becoming popular and accepted by more people.

It can be analyzed that the overlap of these two types of consumers is low. Therefore, if coffee shops can focus on technology and knowledge, and have both meals and drinks, personality decoration and other aspects, the business of this type of coffee shop is bound to be prosperous.

The times are changing, and the coffee market is also changing. A few years ago, the trend of coffee shops dominated by office workers and middle-class people has passed. If you visit a coffee shop, you will find that in addition to office workers, there are more college students after 90 years. They begin to like coffee and are used to drinking coffee, and they report and chat in cafes, which undoubtedly tells about the changes in the coffee market in first-and second-tier cities. The future trend of coffee sales market will move towards the lower age group, and will continue to flourish.

Finally, from the point of view of the market and the future, we still hope that coffee shops in first-tier cities can look back and rethink carefully when they are engaged in the coffee industry. what is the nature of a coffee shop is nothing more than providing a cup of delicious coffee? It is also hoped that the essential coffee technology and knowledge can be put first. Only in this way can the coffee industry be sustainable.

The original text is from: Chinese drink KuaiBao

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