Research report on the Forecast and Investment Strategy of China's Coffee Industry from 2012 to 2016

Against a backdrop of rising coffee use in major emerging markets, particularly in Asia and South America, global coffee demand rose 2 per cent year-on-year in the 2011-2012 fiscal year. During the 2012-2013 fiscal year, global coffee production held steady at around 146 million packs (60kg each).

In the past ten years, coffee shops have sprung up in the streets of major cities in China, especially with the entry of several large enterprise groups, the market is showing a lively scene. We can find that the coffee consumer group is gradually growing, the coffee culture is gradually forming in the inland cities, and the domestic coffee consumption market continues to expand every year.

At present, China's coffee consumption is about 70 billion yuan a year, which is expected to reach 1 trillion yuan within 10 years. In 2011, the retail scale of coffee chain in China exceeded 10 billion yuan. A large number of cafes are becoming the bright spot of urban civilization progress and economic growth, driving the increase of coffee consumption and forming a huge consumption potential market. In 2011, domestic coffee consumption was about 80,000 tons, accounting for 0.7% of the world consumption, with a growth rate of more than 20% in the past three years, and the growth rate of traditional ground coffee reached 30%. It is estimated that domestic coffee consumption will reach 200000 tons by 2015 and 500000 tons by 2020, making it a big coffee consumer equivalent to Japan.

In recent years, the rise of China's coffee industry can be said to be rapid and abnormal, the major foreign brands have rushed to land, for a time, Chinese coffee brands gather, and the competition for this positional warfare in China is becoming more and more fierce. "small, scattered, messy and soft" is one of the current situation of coffee products in China, while the international coffee giants who have been salivating and covetously watching our market for many years have made use of the current situation of scattered sand in our coffee to make strong beaches in our market for years. With abundant funds, leading marketing means and strong brand effect, they have made a steady stream of profits in our market. While these foreign brands have taken away buckets of gold from the big gold mine of China's coffee market, they also take advantage of the weak market design strength and poor information of domestic coffee enterprises to intentionally or unintentionally create barriers to suppress national coffee enterprises. it has created a strange circle in the domestic market: making a lot of money-- investing in market development-- suppressing national coffee enterprises-- making a lot of money. It has caused a great blow to the immature coffee industry of our country.

Then, under the current development situation of the coffee industry, how should Chinese coffee enterprises analyze the current situation of the coffee industry, grasp the future market development direction, adjust the product structure in time, and formulate the development strategy according to the industry trend?

Coffee enterprises have insight into the first opportunity in the market competition and adjust their management strategy in time according to the market demand, which provides accurate market intelligence information and scientific decision-making basis for strategic investors to choose appropriate investment time and company leadership to make strategic planning. at the same time, it also has great reference value for the bank credit department.