Analysis of Chinese Coffee Market Nestle Starbucks Coffee Coffee Brand instant coffee

The heating up of China's coffee market stems from a certain demand space. According to the survey, the main consumers of coffee are urban workers. This part of the consumer group is also the leader of social fashion, they are interested in foreign food culture and easy to accept. In terms of economic strength, they can also afford this part of the cost. With the consumption of coffee, coffee culture came into being, and the coffee shop has become the breeding place of coffee culture. To a certain extent, coffee culture also promotes coffee consumption and attracts more and more consumers.

Taking a comprehensive view of China's coffee market, it can be divided into four representative periods.

The first stage: Nestl é starts with its "good day" to influence and transform people's way of life, so that more people can try and accept coffee.

The second stage: Shangdao Cafe, advocating freshly ground coffee to make more people accept the original coffee, and expanding all over China with its chain business model. At this stage, Shangdao Cafe has opened more than 2600 coffee shops in mainland China, accounting for 90% of China's coffee market.

The third stage: Starbucks enters China's first-tier market. Driven by it, espresso has become popular in first-tier cities, and espresso and cappuccino have become fashionable consumer drinks. Starbucks in the first-tier cities first-class business district and espresso in this segment of the market performance was completely unique at that time.

The fourth stage: Xiti broke the monopoly of Starbucks and Taiwan-funded cafes on the Chinese market, resulting in the prosperity of the coffee market. Foreign brands strongly dominate the Chinese coffee market.

For several famous foreign coffee brands that have been stationed in China, in the process of expanding their coffee chain, the investment threshold for joining is too high (usually the initial investment is 30-1.5 million yuan), and the operating area requirement is too large, which to a certain extent ignores China's national conditions. as a result, many small and medium-sized investors in the enthusiastic coffee industry are deterred, unable to realize their dream of starting a coffee business. According to the research report on the market operation and industrial development trend of China's coffee and beverage industry, although the investment of other ordinary mixed-brand coffee shops is small and the operating area is not limited, they lack professional marketing management. its management and service level can not meet the market demand, and can not create a unique coffee shop atmosphere, can not reflect the due coffee culture, can not produce sensational coffee effect.

Xidi Island makes an in-depth analysis of China's coffee market. in the face of unprecedented opportunities, Xidi Island has conducted a detailed and in-depth market survey for different markets and consumer groups in more than 100 large and medium-sized cities. Strong landing in China after repeated brewing, deliberation, demonstration and careful planning. Fully understanding and paying attention to the psychological needs of China's coffee consumption market and investors, with a more pragmatic, flexible and effective way of chain franchise, four models of "house, hall, city and western food city" in Xidi Island have been launched in an all-round way for investors of different funds to choose freely according to their own conditions.

The four models of "House, Hall, City and Western Food City" fully meet the needs of different consumer classes and, under the inspiration of the same brand, truly realize the international chain model of "learning one technology, making a product together, sharing brand effect and creating rich value together". In the first-two years of its brand listing, it has opened more than 80 coffee shops in 28 provinces in China. It has broken the monopoly of Starbucks and Taiwan-funded cafes on the Chinese market. Let domestic investors also realize that there are still gaps in the market, and the success of Xidi Island has led to the birth of many national coffee brand enterprises, such as Auguste, Yinong World, Piaget, Senna left Bank and so on. As a result, there is a tripod situation among Starbucks, Shangdao and Xidi in China's chain coffee market.

Source: China report Hall Network