Analyze the development prospect of fine ready-to-drink coffee beverage

In various supermarkets, ready-to-drink coffee drinks can be sold everywhere, and more than 90% of the prices of ready-to-drink coffee drinks are on the civilian route. The overall price is higher than that of soft drinks and generally the same as that of energy drinks. Only 10% belong to the brand of high-end boutique coffee drinks, and the leading brand of boutique instant coffee drinks is the well-known American coffee brand-Starbucks. Apart from Starbucks, only one or two coffee brands imported from South Korea have relatively high-end ready-to-drink coffee drinks. Next, let's analyze the market for premium ready-to-drink coffee.

Consumer groups:

All the drinks on the market are fast consumer goods, and most of the products can cater to the tastes of mass consumers. Only ready-to-drink coffee drinks should be subdivided into their own consumer groups. Coffee not only gives the public the delicious taste of the drink, what benefits it brings to human health, but also represents the fashion trend of this new generation and leisurely enjoyment. The more you appreciate it, the more you appreciate it, which is undoubtedly the best explanation for enjoying coffee drinks. If you position coffee drinks in the same way as other drinks. There is no doubt that instant coffee loses the value that consumers can experience-enjoyment. To put it simply, it is packaged as a beverage. Consumers want to use ready-to-drink coffee as a drink. If the price is not advantageous, it will be eliminated by other types of beverages. Instead, pack ready-to-drink coffee to enjoy life and feel the elegance of coffee. Implanting the idea of priceless enjoyment into the promotion of ready-to-drink coffee drinks will undoubtedly have a positive impact on high-quality ready-to-drink coffee.

Production cost:

To make high-quality ready-to-drink coffee drinks is to pursue high-quality coffee beverages. To pursue high-quality coffee, it is necessary to pay a relatively high production cost. The abundance of funds has become the most important factor in whether boutique coffee can enter the mass beverage market. If the company's investment is insufficient, it will be difficult to develop boutique coffee products. In addition to high-quality coffee, a bottle of boutique coffee also needs a combination of distinctive outer packaging. At the same time, we also have to do a series of publicity and promotion, without a sufficient budget, the plan will easily come to an end.

Market selling price:

If the launch of boutique coffee can be successful, the positioning of the retail price of the market will determine whether consumers will catch a cold or not. Personally, it is suggested that the price of boutique coffee should be about 10 to 16 yuan in bottle price, as soon as the new brand is launched, it is not suitable to set the price too high, which will make consumers feel not close to the people. On the other hand, small bottles and canned boutique coffee drinks should be launched as much as possible, so that the original can be lowered to better understand the "fresh" shopping psychology that consumers like.

Although there are leading brands of boutique coffee, but in view of the fact that Starbucks does not completely monopolize the boutique coffee industry, as long as there are sufficient funds to find the right consumer market, boutique instant coffee drinks still have some room for survival.