Analysis on the Development Prospect of Coffee Industry in 2015

For the Chinese, after all, people who drink coffee every day are still in the minority, and for the vast majority of consumers, it is not a necessity of life. Emerging consumers (such as young white-collar workers, students) have a great interest in coffee, but they belong to the group of consumers who are more unstable, which means they are less likely to constitute lasting spending power.

The stable consumers of coffee are mainly middle-aged male intellectuals, but they have higher brand loyalty and less chance to choose new brands. In fact, for most domestic consumers, the drinking of coffee is not as a drink, but a symbol of taste to a greater extent. Therefore, consumers aiming at the domestic coffee market should patiently educate and spread the coffee culture and publicize the history and culture of coffee in order to expand the domestic market. The following is the analysis of the development prospects of the coffee industry:

1. End-consumer analysis

(1) more and more people accept coffee and like coffee. According to a survey in 12 inland cities, 32% of city dwellers drink coffee. In addition to Shanghai, there are Beijing, Kunming, Xiamen, Hangzhou and Tianjin where more than 30% of the population have drunk instant coffee in the past year. Among them, young men and women spend in cafes, housewives, more than 35% of urban white-collar workers have become the fastest growing group of drinking coffee at home.

(2) some potential consumers increase although they do not like coffee, but customers generally like the atmosphere and environment of the coffee shop, and they will consume some other ancillary products in the coffee shop, so there are still a lot of potential consumers in the coffee shop.

(3) customers turn to Chinese instant coffee to account for a share of the whole coffee consumption structure. with people's understanding of coffee and the popularization of coffee culture, more and more instant coffee people begin to recognize and use raw bean coffee. This is a huge business opportunity.

(4) the young and middle-aged will become the mainstream consumer group of the post-80s generation, who respond very quickly to new things, and they are interested in and easy to accept foreign food culture, which will promote the maturity of China's coffee market.

A survey from eight major cities shows that coffee, as a drink with a unique taste, is deeply loved by young consumers, and middle-aged and young people are the main consumers of coffee products. At the same time, the number of male consumers far exceeds that of women, because coffee is more popular with men as a hobby. For more information about the industry, please refer to the development analysis of China's coffee and beverage industry.

2. Sales channel analysis

(1) Regional distribution: 37% of first-tier cities, 32% of second-tier cities and 29% of third-tier cities.

(2) Total market consumption: coffee shops 17%, hotels 21%, Chinese restaurants and other 6%, household consumption 13%, office 12%, instant coffee 37%, instant coffee beverages 8%, total market consumption increased by 8% (of which household consumption contributed 70% to growth).

3. Analysis of coffee shop investment market.

(1) Market opportunities: the competition in first-tier cities is still fierce, with high operating costs and high risks. The market in second-and third-tier cities is broader, and the success rate of coffee shops is high.

(2) many investors in first-tier cities put aside joining and choose to set up their own stores.

(3) the strange circle of the investment industry: although it is very risky to invest in cafes, more and more people choose to invest in coffee shops, and only 18% of investors invest in cafes as their primary industry.

4. analysis of market development trend.

(1) Household coffee consumption will exceed the proportion of instant coffee in the overall channel, and household consumption has become the fastest growing coffee consumption channel in recent years. The main reasons are: the improvement of people's living standards, the promotion of young and middle-aged consumers, the popularity of household coffee machines. In 2020, it will even surpass instant coffee to become the largest coffee consumption channel.

(2) High-end Chinese restaurants have become a new growth point of coffee consumption.

(3) Coffee consumption in second-and third-tier cities is increasing, and the market share is also increasing. Become the core of China's coffee market and the next 20 years to promote the market.

Source: China report Hall Network