Has the madness of the coffee industry begun?

In the 23rd Shanghai International Hotel supplies Fair, which just ended in April, there was an amazing phenomenon. Coffee and coffee equipment and utensils accounted for nearly 2/3 of the exhibition, compared with the previous one. Surprised many exhibitors and buyers.

Some people in the industry believe that some capital has entered the coffee industry, so it has caused a boom in coffee and related industries. In the face of the large-scale expansion of domestic cafes, such as coffee accompany you, diffuse coffee and other Korean cafes across the country to recruit franchisees, it seems that capital has really entered the coffee industry. However, the entry of capital will inevitably lead to bubbles, such as China's real estate, when some real economies are invested in real estate development, there will eventually be a bubble burst, so the government is regulating. The same is true of coffee, but the entry of capital into the coffee industry inflated the bubble. What will happen when the capital is withdrawn? will there be government regulation like the property market? The answer is no. Because there is an essential difference between the two economies.

Cixi is a coastal city at the county level in Ningbo. Although its per capita GDP has reached 14421 US dollars, it is still a small place, but in the city center of such a small place, there are more than six real cafes with an average area of more than 200m2. What is even more surprising is that Starbucks has already opened two and a third is about to open. With such a phenomenon, do the people of Cixi suddenly like cafes and drink coffee? Not really. Maybe this is the bubble.

Therefore, if the coffee industry really produces a bubble, I think the bubble of this industrial chain must start from the coffee shop. The opening of coffee shops needs baristas, so coffee training schools are now expanding, and the coffee growing industry has seen the opening of so many cafes, so it has also begun to expand its own coffee growing and roasting industry, and many coffee equipment and utensils. Brands such as coffee machines and roasters also instantly increase production capacity, or some enterprises transform to produce these equipment.

AAA, a domestic company specializing in developing and manufacturing espresso machines, has seen steady growth in recent years, but it is not the so-called expansion market. At present, Europe is its main market. AAA has its own brand concept, it advocates a mellow (pure) Italian coffee life. In today's society, there are too many impetuous and impulsive, every day off work, or as soon as there is time, many people begin to go out, bars, KTV, cafes and other places have become necessary places, it is difficult for people to immerse themselves in thinking. AAA, which represents a family in life, is a popular family combination that encourages men and women in the family to start another way of life. Coffee, as an element, hopes to sit down with the family to listen to music in the living room, or read books in the study, encourage men or women in the family to learn to make a good cup of coffee to save each other's stomach and reduce places to go out. Spend more time on a leisurely two-day off, and the family can take a short break.

Therefore, for the coffee industry, no matter whether there is capital entry or not, everything will be calm for people's lives. For those who want to join the coffee industry, if you haven't gone in yet, don't go in at all. If you're already in it, be careful. Maybe the bubble will burst. People's life for coffee finally comes down to one sentence: a cup of coffee is a mood on a lazy afternoon.