Pacific Coffee pushes capsule coffee machines to diversify

In 2010, China Resources Venture Group acquired 80 per cent interest in Pacific Coffee (Pacific Coffee) for about HK $327 million and included the brand under China Resources Wanjia, filling the gap in the retail industry chain of China Resources Group, while Pacific Coffee also made it clear that the brand goal is to become the "most meaningful coffee expert".

After becoming a member of China Resources Wanjia, Pacific Coffee continues to maintain its development trend in Hong Kong with the help of China Resources Wanjia background resources, and is also rated as "Hong Kong people's favorite chain coffee shop" by the readers of Hong Kong's authoritative financial newspaper, the Hong Kong Economic Journal. While maintaining the advantages of Hong Kong's local development, Pacific Coffee has begun to make every effort to explore the mainland market, and has so far opened 54 stores in mainland China.

Compared with other foreign investors, Pacific Coffee's operation is more flexible and closer to consumers' lives. Pacific Coffee not only consumes coffee in the store, but also sells coffee machines.

The "K-fee capsule Coffee Machine" will be sold at all Pacific Coffee stores in Shanghai and Hangzhou on April 28th, followed by the launch of the capsule machine in stores in North and South China. The move is not only an important move for the 20th anniversary of Pacific Coffee, but also means that chain coffee shops are moving towards diversification.

K-fee is a subsidiary of the German Kruger Group, and Pacific Coffee, as the exclusive agent of its capsule coffee machine, has launched the capsule machine in all stores in Hong Kong in October 2011 and has received good market feedback. With the fast pace of life in modern cities, more and more people who pay attention to the quality of life begin to advocate minimalism, and the characteristics of capsule coffee machines are just in line with this trend. Simple and fashionable appearance, only two simple steps, you can make a cup of mellow coffee, this is the key word of the capsule coffee machine.

As Pacific Coffee entered the mainland market, it was found that there was the same trend of lifestyle evolution in many cities in mainland China, so it was decided to introduce K-fee capsule coffee maker to mainland China. In order to adapt to the new market, Pacific Coffee began to develop tea-flavor capsules for the Chinese market on the basis of traditional coffee, milk and chocolate capsules, and plans to launch nearly 20 flavors. In addition, in order to make the capsule coffee machine have the function of decorating the home, Pacific Coffee designs and makes body stickers for it, and customers can change the stickers as they like. At present, there are zebra grain and wood grain series, and then a group of modern artists will be invited to design sticker patterns for the capsule machine.

As a business unit of China Resources Wanjia, one of the advantages of Pacific Coffee is that it has more resources for integration. After the introduction of capsule coffee machine in the mainland, the sales network includes not only all coffee shops, but also some supermarkets of China Resources Wanjia will also appear K-fee capsule coffee machine. In addition, Pacific Coffee has distributed K-fee capsule machines to banks, hotels and apartments in Hong Kong, this B To B enterprise sales model will also be applied to the mainland, and Pacific Coffee will also design body stickers according to the needs of customers, so that corporate customers with special needs have more choice.

Pacific Coffee has always attached equal importance to two business models in Hong Kong, one is the chain coffee shop, and the other is the sales of coffee beans and coffee machines in the corporate coffee service department. K-fee capsule coffee machine is only one of the products of Pacific Coffee agent. After the capsule machine is introduced into the mainland, more price-level products will be introduced.

(responsible Editor: Leo)