Analysis of China's Coffee Market China will become the largest coffee consumer in the world

China will become the world's largest consumer of coffee

Experts predict that China will become the world's largest consumer of coffee. By 2020, if everyone in China drinks a cup of coffee every day, the coffee bean market alone will reach 50 billion US dollars a year, and the entire industrial chain will generate a market of hundreds of billions of US dollars. The coffee industry is undoubtedly a paradise for investors and a paradise for entrepreneurs.

Analysis on the present situation of Coffee Shop Market

Fast food in coffee shop

At present, the main profits of many coffee shops come from business packages and all kinds of simple meals, and many promotional advertisements also offer a cup of coffee or even a cup of juice for each business package. There is no sign of coffee at all. When customers choose, the first consideration is convenience, and then which one tastes good, which is affordable, which is basically no different from choosing a fast food restaurant. Such a coffee shop has basically been turned into a tea restaurant, and which tea restaurant does not have a simple facility to provide coffee for customers?

Coffee shop teahouse

Friends who often go to coffee shops have this experience. When they have nothing to do in the afternoon, they invite three friends and two friends to a coffee shop and order a pot of tea (often more durable tea such as ginseng oolong is the best seller), followed by talking all over the world. of course, during the need to constantly refill water and go to the bathroom, it's almost time for dinner, shouting to pay the bill, often ranging from 20 to 50 yuan, which is worth it. Think that if you turn on the air conditioner in your living room all afternoon, it will cost more than ten yuan for electricity, and you have to do sanitation. The boss is thinking, why don't they have a pot of coffee? The reason is very simple, anyway, it is to kill time, a cup of coffee will be finished in ten minutes at most, and you can't drink water for the rest of the time. Why don't you set a minimum cost? The idea is really good, but soon even those regular customers who used to drink tea will not come to the door, hey! People only go for your luxurious decoration and comfortable environment, as for when you will recover your investment, it is not a matter for customers to consider.

Popularization of coffee shop

Coffee shops have long been no stranger to us in our lives. When night falls, neon lights can be seen everywhere in front of foreign-smelling coffee shops. All this tells us that this is an era in pursuit of fashion. When you walk into these cafes of different sizes and styles, when you see the red men and women flipping through fashion magazines, and when your colleagues give 20% of their monthly salary to their girlfriend to send a copy of Haagen-Dazs, you can fully believe that whoever can catch such a group of people is tantamount to discovering a gold mine, and who can lead the fashion will also lead the wealth.

Coffee shop specialization

In Taiwan, many bosses of the coffee industry have found it more and more difficult to do business. why is it that our coffee shop is luxuriously decorated, well-trained staff and low fees, while Simbak's simple decoration? a small shop with only a few fresh graduates as waiters is doing brisk business? The reason is only two words "professional". When you are shopping for a light meal, they are making coffee in disposable paper cups for customers who need to go out, and when you are thinking about how to make the steak more delicious, they are thinking about how to mix the mixed coffee with a more unique export flavor. when you advertise for a free cup of coffee after a meal in a promotional advertisement, they are telling customers to take the coffee cup with them if they like. Over the past 20 years, their focus and professionalism have been condensed into "drinking good coffee to Simbach", which has pushed them into the Fortune 500. I would like to ask the seniors, did we not have such an opportunity when we were doing it? What prompted us to make different choices? The answer is vision and strategy. When we focus on customers' money for lunch today, multinationals see a market of $50 billion 10 years from now.

Analysis of Coffee Terminal consumption Market

Would you like tea or coffee?

Would you like tea or coffee? When you walk into any office building, the receptionist will basically ask that coffee has come into our daily life, China has been internationalized, and tradition can no longer avoid the impact of fashion. It has become a habit to have a cup of coffee during the office break. Whether it's instant or freshly brewed, coffee is as popular as tea, and no matter from psychological desire to physical dependence, the charm of coffee is unmatched by other drinks. Tea is a part of Chinese traditional culture, and this tradition has given birth to a huge industry. behind a piece of tea, there has been a tea set market, tea art schools, and all kinds of teahouses, tea house, the first enterprise to set up a tea art school. the first company that specializes in selling teapots, the first boss to start tea house must have made a lot of money, and at the same time promoted the development of this industry. The coffee market is the same, this is the law, the market is calling for professional operators.

Embarrassment from coffee

Many people often go to cafes, but how many people really understand coffee? how much do we know about coffee culture and coffee etiquette? Blind obedience does not represent fashion. There is such an example, when someone invited a client to a coffee shop to talk about things, the other party's female secretary ordered a cappuccino, and when the waiter asked him about himself, he also had a cappuccino, but the female secretary was an uninteresting person. Immediately said: "cappuccino" is our lady's favorite, why do you also like it? Speechless, after embarrassment, he muttered, "it doesn't say on the menu that this is for women." If you don't know foreign languages, I believe the last restaurant you want to go to is a western restaurant without a Chinese menu, and people who have been to professional teahouses are basically interested in kungfu tea, all of which show the same problem. the development of the market requires market education-- education for consumers. But several coffee shops have told customers what is Mantenin and what is Brazil, customers do not know how their coffee is made, tasting and identification is a more distant thing, purchase is due to needs and hobbies, and understanding is the inevitable way to produce hobbies, hobbies will eventually become a habit, then long-term demand will arise. Whoever begins to educate his customers first will certainly become the leader of this industry.

A survey was conducted among 2465 ordinary citizens who had had coffee in Beijing, Shanghai, Guangzhou, Chengdu, Chongqing, Wenzhou, Hangzhou and Nanjing in the past three months. The quota sampling method was used in the survey, and the quota was allocated according to age level and sex ratio.

Mainstream product-instant coffee

Data: the vast majority of respondents have drunk instant coffee, which is as high as 92.2%, and more than half (58.4%) have drunk three-in-one bags of coffee. 16.8% drank roasted coffee and 29.4% drank other coffee drinks. When asked about the frequency of consumption of a certain type of coffee, 6% of respondents drank instant coffee every day and 38.4% drank it frequently. Among the "occasional" types of coffee, the consumption frequency of three-in-one bags and instant coffee was very close. Those who said they drank three-in-one regularly accounted for only 13.1%.

Analysis: the percentage of drinking instant coffee and three-in-one bagged coffee is the highest, and the percentage of both is also the highest in the "occasional" survey, indicating that instant coffee and three-in-one coffee have great potential for development in the field of primary consumers.

At present, although the coffee drinks on the market have the advantages of pure taste and convenient drinking, because of their relatively high price and lack of elegant and warm atmosphere reflected by coffee culture, most consumers only drink once in a while.

The main population-- young and middle-aged

Data: the love of coffee varies among different age groups, among which people who say they like coffee very much account for 24% of people aged 41-50 and 18% of those aged 20-30.

Further research shows that the proportion of men who drink coffee is higher than that of women. Of all the respondents, 55.1% of men and 44.9% of women drank coffee.

Analysis: as a drink with unique taste, coffee is deeply loved by young consumers, and middle-aged and young people are the main consumer groups of coffee products. At the same time, the number of male consumers far exceeds that of female consumers, and most of the buyers are men. The reason is that coffee is a tobacco sugar product, which is more concerned by men. And as a hobby, it is more easily favored by men.

The main factor-the attractive taste

Data: what are the factors that consumers should consider when buying coffee? This survey uses a 10-point system to allow consumers to rate various purchase considerations, and the highest score represents the higher their importance. The survey results show that the taste ranks first with 8.3 points, followed by drinking convenience with 7.4 points, and the shelf life and brand awareness are also higher.

Analysis: consumers attach great importance to the taste of coffee, after all, coffee is a drink, good-tasting coffee will be popular. At the same time, as a drink, the convenience of drinking is also a major factor for consumers to consider when buying. Coffee manufacturers can consider how to constantly improve its taste and how to make coffee more portable. Make it more convenient for consumers to drink.

Main message-TV advertisement

Data: among the many channels to obtain coffee information, TV advertising has become the primary channel for consumers to obtain coffee information with a proportion of 86.4%. In addition, a series of communication channels such as promotional activities, broadcasts, magazines and newspapers are also important sources for consumers to obtain information.

Further investigation of the channels through which consumers want to get coffee information found that 37.3% of people want to get information through media reports, free trial, media advertising, friend recommendations and other items also account for a high proportion.

Analysis: television is one of the most widely spread media, television advertising belongs to three-dimensional advertising, while radio, magazines, newspapers and other media belong to print advertising. Compared with the former, the latter is not as vivid and vivid as the former. It is not easy to leave a deep impression, which is also an important reason why consumers generally believe that TV advertising is the main channel to obtain coffee information.

Sales promotion is a way of publicity that many businesses like to use, and it has also become a channel for consumers to understand coffee information. From the data point of view, free tasting or applying this kind of direct access to information is very popular with coffee consumers.

Conclusions and suggestions

At present, instant coffee is the mainstream of coffee, and taste is the key to coffee. At present, the mainstream products in the coffee market are instant coffee and three-in-one coffee, which have become the main choice of the emerging class with a series of advantages such as convenience and economy. For the vast majority of consumers, taste is the main basis for choosing coffee, and instant solution is obviously better than three-in-one in this respect. It is worth noting that the mainstream consumers of three-in-one coffee are not stable consumers of coffee, and their consumption is uncertain. Therefore, we should take into account the two major markets of instant coffee and three-in-one coffee.

Advertising plays an important role in influencing consumption. Advertising has a great influence on consumers' choice of coffee brands, but the survey results show that the price, raw material origin and technology of coffee are not valued by most consumers. On the one hand, consumers think that the taste of coffee is extremely important, on the other hand, they do not understand the factors that determine the taste of coffee. This lack of understanding is a market opportunity for manufacturers. In the advertising strategy, there are not only emotional content, but also promotion of origin, technology and other contents that determine the taste of coffee. It is suggested that the two kinds of content should appear in advertisements with different themes, but what they have in common is to emphasize brands in order to form advertising advantages.

Targeting urban office workers 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. Therefore, the target of production enterprises should be aimed at this major market.

The promotion of coffee products should be rich in "cultural flavor" coffee as an imported drink, for the Chinese people, after all, the people who drink every day is still a minority, for the vast majority of consumers is not a necessity of life. The emerging consumer class (such as young white-collar workers, students) is very interested in it, but they belong to the group of people whose consumption is more unstable, which means they are less likely to constitute lasting spending power. The stable consumers of coffee are mainly middle-aged male intellectuals, but they have higher brand loyalty and less chance to choose new brands. In fact, for most domestic consumers, the drinking of coffee is not as a drink, but a symbol of taste to a greater extent. Therefore, consumers aiming at the domestic coffee market should patiently educate and spread the coffee culture and publicize the history and culture of coffee in order to expand the domestic market.

To improve the market competitiveness of products, the coffee market appears to be stable, with few major changes, but in fact, this market not only has competition among coffee brands within the industry. it is also faced with competition with carbonated drinks, tea drinks, fruit juice drinks and other related products. In large supermarkets, we can see that there are only Nestle, McDonnell, Mocha, Columbia and other foreign brands on the coffee counter, which is a little thin compared to the huge lineup of carbonated drinks and fruit juice drinks counters. On the other hand, the market price also affects the sales of coffee to a great extent. 90% of China's coffee products are imported from abroad and are subject to import duties, while the total output of the remaining 10% of domestically produced coffee is very low because of its small acreage. These factors virtually increase the market price of coffee products. According to the survey, the average minimum consumption of three-in-one coffee is 1 yuan, that of instant coffee is 2-3 yuan, and that of roasted coffee is 10 yuan. In high-end cafes, a cup of coffee costs at least 20 yuan. Fruit juices and carbonated drinks are much cheaper than coffee. Therefore, for a considerable number of consumers, cola, fruit juices and tea drinks have become their first choice. Therefore, price is also a factor to improve the market competitiveness of coffee.