The future of capsule coffee machine attracts attention, how happy and how sad.

The development of coffee machine is not plain sailing. Limited by people's consumption level and consumption concept, the soybean milk machine market has not been able to form a scale. Compared with other large household appliances such as color TV sets, refrigerators, washing machines and so on, coffee machines are basically dissociated from people's field of vision and can not occupy a prominent position in shopping malls.

Capsule coffee machine is a new type of coffee machine in recent years. Unlike previous coffee machines, manufacturers put coffee powder into a plastic capsule in advance and then fill it with nitrogen to keep it fresh. Users only need to put the capsule into a special machine when drinking coffee. You can quickly drink a cup of strong coffee. Capsule coffee machine is between freshly ground coffee and instant coffee in terms of quality and price, so it is welcomed by many business users, hotels and family users. For companies, the relationship with consumers is longer, because consumers need to keep buying coffee capsules to bring new profit points. In 2011, the Hong Kong coffee chain Pacific launched the capsule coffee machine just before Starbucks and COSTA, which received good market feedback. Now, including Nestle and other well-known coffee companies have launched their own capsule coffee machine products, hoping to compete for this market.

For the soymilk industry which is gradually entering the bottleneck period, the industry hopes that enterprises can have more breakthroughs in technology, including Jiuyang, Midea, Dongling, Supor and other enterprises have indeed made a lot of attempts. Jiuyang this new product, then chose to change the entire product form, which makes people bright.

I remember three weeks ago, we discussed the problem of how soybean milk machine enterprises seek a breakthrough in the face of a continuous month-on-month decline in the soybean milk machine industry in recent years. The reason at that time was a "flirting" between Xiaomi Technology CEO Lei Jun and Chairman Wang Xuning of Jiuyang shares on Weibo, which led to rumors that Xiaomi and Jiuyang would join hands to make soymilk machines.

Although after the rumors, Jiuyang clarified that "there is no cooperation between the two companies at present, it is just a warm discussion among netizens", but if there is no "affair" has brought a lot of benefits to Jiuyang. For example, the share price of Jiuyang has risen continuously under the stimulation of rumors, and the stock price has risen several times. Last Thursday, Jiuyang even issued an emergency announcement in the evening, reiterating that "recently, the company has noticed market rumors such as cooperation between the company and Xiaomi in Weibo, Wechat and other new media; after verification, so far, the company has not cooperated with Xiaomi."

The new soymilk machine launched by Jiuyang this week also has the potential to borrow "gossip". The non-existent "millet soymilk machine" has caused high attention on the Internet, so that this product, known as "OneCup drinking machine", has a wide range of inquiries as soon as it is launched, and many netizens are still asking, "is this the product that Jiuyang cooperates with Xiaomi?" although Jiuyang announced that "the product was independently developed by the company and did not cooperate with Xiaomi." The company has its own intellectual property rights, but it is undeniable that it does have the potential to borrow Xiaomi.

For the soymilk machine industry, which is gradually entering the bottleneck period, the industry hopes that enterprises can make more breakthroughs in technology, including Jiuyang, Midea, Dongling, Supor and other enterprises have indeed made a lot of attempts, including transplanting the heating technology from other kitchen electrical products to the soymilk machine, improving the grinding technology of the soymilk machine to restore the ancient method, and so on. Jiuyang's new products have chosen to change the entire product shape. This is still eye-catching.

According to the information released by Jiuyang, this OneCup with the drinking machine no longer needs to grind beans in the machine, but into a custom bean powder box, press a button, the needle in the machine will penetrate the bean powder box cover and pour water to brew, and a cup of soybean milk will be rushed out in 30 seconds. Obviously, Jiuyang is inspired by the popularity of capsule coffee machines.

Come to think of it, the "capsule soymilk machine" in Jiuyang also hopes to earn not only the money of the "equipment" soymilk machine, but also the money of the "consumables" soy powder cup for a long time. Prior to this, Jiuyang has been thinking about consumables. In 2008, it established the organic soybean brand "Sunshine Dou Fang", which achieved sales of 12.58 million yuan that year, and reached 20 million yuan in the first half of last year alone, with an obvious growth. But it is only a small part of Jiuyang's overall operating income.

Unlike previous soymilk machines that can use any branded and unbranded soybeans, this OneCup must use Jiuyang bean powder cartridges with the drinking machine, which will promote the development of its "consumables" business, but the driving force is unknown.

In addition to the immediate light, there are also doubts in the industry that matching soybean powder boxes must be used, and the cost for consumers to use this soymilk machine will increase, and consumers' demand for soy milk and coffee will be different. Many people will drink coffee many times a day, but they will drink soy milk only once for breakfast. In addition, compared with ordinary instant soymilk powder, it is uncertain how much advantage it has. Although the capital market has high for this product, this week is another wave of rise, but the industry still holds a calm wait-and-see attitude, Jiuyang "capsule soymilk machine" can be successful, we wait and see.