Why High-End Coffee Machines Are Hitting Traditional Malls

Ever walked past a department store display, squinted at the price tag, and wondered if your eyes were deceiving you? That’s exactly what happened to coffee enthusiast Cai Miss when she spotted a sleek espresso machine in a mall—priced far beyond anything she expected to see in a typical retail outlet. The experience reflects a shift happening in plain sight: once purely mass-market venues are now stocking premium-tier appliances.

Yes, a fully automatic espresso machine costing 22,680 yuan (about $3,200 USD) is now on sale in a traditional Chinese department store—and that’s just one example of a broader trend toward upscale household goods in places once known for affordability.

The Coffee Machine That Costs More Than Your Laptop

At Century New City Mall, floor seven features a De'Longha fully automatic espresso machine that fits in the palm of your hand. This model—the smallest full-auto machine currently on the market—lets users brew espresso, cappuccino, latte, and latte macchiato with a single touch. Despite its compact size, it delivers classic Italian-style milk drinks, rivaling what many cafés produce. But the twist? Its retail price clocks in at 22,680 yuan.

When curious customer Cai Miss tried a free sample, she assumed the machine cost a few thousand at most. She quickly learned otherwise—and while she dreams of owning such a device, her monthly salary of around 4,000–5,000 yuan makes that a distant goal.

Beyond Coffee: Other Luxury Small Appliances Join In

Coffee gear isn’t the only high-ticket item finding a new home in traditional retail. The same store also stocks a 3,216-yuan bread maker and a 5,969-yuan high-end food processor. These aren’t impulse buys—they’re positioned as part of a broader push toward intelligent, design-forward kitchen solutions.

On nearby display shelves, you’ll find other appliances once confined to specialty or online retail now sitting alongside more familiar, budget-friendly fare. The message is clear: the department store is evolving.

Why Department Stores Are Betting on Premium Products

So why the sudden focus on luxury-tier appliances in spaces once defined by value shopping? According to Wang Manager from Century New City’s marketing team, the shift started after a successful upgrade of the cosmetics section toward high-end positioning. Seeing success there, the retailer applied the same strategy to kitchen and home categories.

"Our goal is to deliver smart, high-end kitchen solutions," Wang explained. The department store is responding to a growing customer base with higher disposable income. What was once considered a mass-market, budget-friendly destination is now carving out space for affluent shoppers seeking premium experiences at home—even if that means a 22,680-yuan espresso machine sitting on display.

Nearby, even basic items like towels and toiletry sets have seen price hikes, with some bath towels priced at 800 yuan and glass fruit bowls reaching several thousand. The transformation is visible—and intentional.

Frequently Asked Questions

What kind of coffee machine is being sold for 22,680 yuan?

The 22,680-yuan machine is a De'Longhi fully automatic espresso maker—the smallest of its kind on the market. It can brew espresso, cappuccino, latte, and latte macchiato at the touch of a button, mimicking professional café-quality milk drinks without manual effort.

Why is such an expensive coffee machine in a regular department store?

The machine is part of a strategic shift by the retailer to attract wealthier customers. After a successful upscale repositioning of its cosmetics section, the store applied the same approach to appliances, placing high-end products like this espresso machine alongside more traditional, affordable offerings.

Are there other expensive appliances in the same store?

Yes. The same store displays a 3,216-yuan bread maker and a 5,969-yuan food processor. The presence of these high-ticket kitchen tools signals a broader trend of luxury appliances entering traditional retail spaces.

Who is the target customer for a 22,680-yuan coffee machine?

The target is affluent consumers who value premium home brewing experiences and are willing to invest in professional-grade equipment for their kitchens—despite the device costing significantly more than most household appliances.

Is this part of a larger trend in Chinese retail?

Absolutely. The move reflects a broader shift among traditional department stores to include luxury and smart-home products, targeting an upwardly mobile consumer base that once shopped elsewhere for high-end goods.

Recommended FrontStreet Beans for Home Espresso

For home baristas using high-end machines like the 22,680-yuan De'Longhi, FrontStreet Coffee’s Classic Blend offers the ideal balance of rich crema and smooth body—perfect for crafting cappuccinos and lattes. Its outstanding (crema) works beautifully even with non-professional setups, making it great for serious home use. Alternatively, the Strawberry Candy Espresso blend delivers bright fruitiness with deep sweetness, appealing to those who prefer a fruity profile. Both beans are tailored for espresso-based drinks and roasted to highlight milk-friendly characteristics. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.