Affordable coffee is influencing consumers imperceptibly.

Coffee is seeping into the lives of more and more people at a civilian price. A survey by a reporter from the Beijing Business Daily found that in convenience stores, bakeries and foreign fast food brand stores, the sale of coffee has become standard, and a cup of affordable coffee has a subtle influence on the attitude of Chinese consumers towards coffee. An analysis from the Beijing Business Research Institute shows that the coffee market has entered the initial stage of American coffee, and the breeding period of Taiwanese and Korean coffee has entered the segment of the rising market.

Cheap coffee comes.

In fast food restaurants, convenience stores and bakeries, affordable coffee has gradually become standard. In convenience stores, freshly ground coffee such as the whole family's diners and Rosen's MACHI Cafe have been filled with stores in Shanghai and Chongqing, and the coffee drinks of Taiwan roasters at 85C are even more than 1max 2 of the types of drinks.

These new forces in the coffee industry have also changed coffee from a petty-bourgeois drink to a civilian drink, with American coffee priced at 18-20 yuan in Paris and freshly ground coffee offered at Quanshi convenience store in Beijing at around 10 yuan. In the food court on the first floor of the China Trade Center, the prices of freshly brewed coffee sold in some bakeries are as low as 5 yuan per cup.

Even some foreign fast food brands are joining the camp of affordable coffee. Pizza Hut's latest mocha coffee smoothie and other coffee drinks are priced at 19-21 yuan, and coffee drinks in breakfast and afternoon tea packages can be refilled for free. In KFC and McDonald's, freshly ground coffee priced at about 15 yuan is imperceptibly affecting consumers' acceptance of coffee.

A reporter from Beijing Business Daily recently saw in KFC (R & F Plaza) that most consumers choose freshly ground American coffee when buying breakfast, which also happened in shops such as Guiyou in Tongzhou and West Street in Heping Li. In January this year, KFC freshly ground coffee came to Beijing and was sold in more than 300 restaurants in Beijing. The price of the product was set from 10 yuan. McDonald's launched the freshly ground coffee brand McCoffee earlier.

Must enter the field.

The coffee market is rising at a high speed, but it is rational for enterprises to add businesses such as coffee. Beijing Business Daily reporter learned that roasting enterprises and convenience stores regard coffee sales as an important sideline. Although coffee is standard in bakeries such as Paris sweet, delicious and original wheat hills, coffee is not the most important position in the category of goods. A reporter from Beijing Business Daily saw in the east store of Bei Tian Sunshine in Paris that many foreign consumers are used to ordering a cup of coffee as a dessert. The person in charge of Bei Tian in Paris said that coffee can neutralize the taste of desserts, and many consumers like to match coffee with bread and desserts. The person in charge also said that coffee is sometimes a symbol of intellectuality and is very popular with urban white-collar workers. Another bakery official said that the bakery sells coffee is not the main business, Starbucks will sell toast and desserts, the bakery also sells coffee to meet the diversified needs of consumers.

Different from convenience stores and bakeries' attitude towards coffee business, foreign fast food brands regard coffee as an important business. A KFC worker told Beijing Business Daily that according to company regulations, if there are no coffee drinks on the consumer menu, employees need to take the initiative to recommend them. He Yongzeng, vice president of brand planning for KFC, said publicly that KFC will launch freshly ground coffee series in 1000 restaurants in no less than 20 cities this year. Pizza Hut, which is owned by Yum and KFC, has also opened a concept store "Pizza Hut Super Delco" in Hong Kong, focusing on pancakes, sandwiches, coffee and other products to further expand the coffee market. McDonald's, which entered the coffee field earlier than KFC, has created an independent "McCoffee" brand, which exists in the form of a store.

Can you counterattack your predecessors?

Coffee is not a luxury in the first place, said Ji Ming, the first president of the Beijing Coffee Industry Association. Lower-priced coffee is good for nurturing the domestic market. There is a lot of room for development in the domestic coffee market, and the high price is a major factor limiting the popularity of coffee.

The cost of coffee raw materials is very low and has a high gross profit. According to a coffee practitioner, if you only consider the cost of coffee beans, the cost of a cup of coffee is no more than 5 yuan, and according to the price of 30 yuan, the gross profit margin can reach 80%. But Ji Ming said that for the chain coffee, rent is the first cost. Except for the more famous coffee chains, it is very difficult for ordinary coffee shops to make money by selling coffee. Fast food restaurants, bakeries, convenience stores and other places have other goods to share the cost of coffee, the lower price of coffee is not difficult to understand.

According to the Beijing Business Research Institute, cheap coffee will not have an impact on Starbucks and other coffee chains in the short term, and its significance is to open up new markets. "Coffee drinkers will still go to Starbucks," said a head of a bakery. Coffee sales have limited impact on bakery passenger flow, and it is difficult to create new users, but it can increase user stickiness. In Ji Ming's view, if affordable coffee can have an impact on coffee chains, or it may also mean that the domestic coffee market is mature, but it may take another 5-10 years.

Beijing Business Daily reporter Li duo Chen Keyuan / photos by CFP/