Ten pictures give you an instant understanding of the digital world of coffee brands.

At present, there are about 200 to 250 million potential coffee consumers in China, which is on a par with the market of the United States, the world's largest coffee consumer.

The huge consumer market brings more opportunities. If you want to get a piece of the coffee market, the first thing to do is to understand the market. What is the current pattern of the coffee market, how do non-chain brands break out of the siege, what are the skills in location selection, and what themes are more popular?

Let the data answer your questions one by one.

There are no oligarchs in China's coffee market.

In Beijing, Shanghai, Guangzhou, Shenzhen and Nanjing, the number of coffee shops has reached nearly 10000, while Beijing and Shanghai have a 60 per cent share.

An interesting and thought-provoking data is that chain brands account for only 4.7% of the 6562 coffee shop brands in five first-tier cities, while these chains account for 34.6% of the number of stores. the rest of the stores are shared by 95.3% of non-chain coffee brands.

It can be seen that there is no obvious oligopoly in China's coffee market, which shows a very healthy development trend. Giant chain brands and non-chain brands occupy a certain market share respectively.

Brand positioning: non-chain brands need to be more refined

In terms of expanding location, due to the huge differences in operation, positioning, marketing and influence, non-chain coffee brands need to consider factors such as brand positioning, target customer group analysis and location selection in a more refined way.

One of the key points is whether to choose the location where the giants are clustered or not. Rubin Phil, a former vice president of Starbucks, once wrote that it is very important to be located in the same location as a similar brand, because some location strategies are "parasitic", and customers attracted by big brands will also be attracted to you. The premise is that there should be obvious customer separation in brand positioning, and if the positioning is reasonable, being a neighbor with a giant will bring you more passenger flow and exposure.

Data show that Starbucks has become a veritable "cosmic mogul" with 656 stores in the chain, including McCafe, Shangdao Coffee, COSTA, Coffee with you, Blue Bay Coffee and Pacific Coffee in the TOP7.

Learn the location from Starbuck.

Behind Starbucks' impressive achievements in the Chinese market, there is actually a clear location strategy. Rubin Phil, a former vice president of Starbucks, expanded nearly 4000 stores during his tenure. What are the ways to choose a location?

First of all, make sure where your potential customers are and where they are going. Breakfast is on the way to work and the video store is on the way home. On the other hand, coffee shops, with students and urban white-collar workers as the main customer group, should choose locations with high office population and student population density.

In addition to determining where the customer base is, you also need to consider how long it will take your potential customer base to reach your store. The cheaper the product, the less willing customers are to spend time. For example, convenience stores define the main business area in terms of 3 minutes, and coffee shops take about 5 minutes. Unless you plan to sell cars, which is a high unit price item, generally speaking, customers can only bear a maximum of 7 minutes of travel time.

In the data of customer unit price, the median customer unit price of all coffee shops in Beijing, Shanghai and Guangzhou is 40 yuan. combined with the consumption habits of this category of coffee, it can be concluded that the main customer group is the urban white-collar class with certain spending power.

After targeting the two important parameters of customer group and customer unit price, the strategy and direction of location will be very clear.

In the case of Starbucks, for example, when the market development department lists alternative projects through a series of considerations, it is necessary to visit whether there are coffee drinkers around each project. Obviously, how to determine the approximate number of coffee drinkers in the flow of people is very important.

Generally speaking, it can be calculated from the geographical location of the project and the grade of the surrounding properties. Based on the fact that most people who have coffee drinking habits have a certain economic strength, there must be more people drinking coffee in high-end office buildings in business areas, leisure casinos, bustling business districts and other places than in other parts of the city.

If non-chain coffee brands choose the strategy of "parasitic location" when expanding, in order to prevent passenger flow from being carved up by giant brands, there should be obvious customer group separation in brand positioning, and different brand theme strategies are an effective solution.

Hot topic: another way for non-chain brands to break through

As can be seen from the data, maid theme, baked pastry theme, cat theme, star theme and movie theme have become the most popular choices in themed coffee shops on the market. In fact, such a business choice is not difficult to understand. The entry of coffee shop into the Chinese market has been accompanied by a cultural invasion from the very beginning. Users actually consume a cup of coffee while consuming the culture, topics, feelings and even B boxes related to it.

The practice of non-chain coffee shops attracting customers with theme culture can be used to resist the brand advantages brought by the giants' deep cultivation industry for many years.

Although the number of stores of chain coffee brands occupies a high market share, non-chain brands still have a chance to break through from the giants in a proper and accurate way, with comprehensive topics, word-of-mouth and other comprehensive hot rankings. We have obtained the comprehensive hot TOP3 coffee shops in Beijing, Shanghai and Guangzhou, and found that these brands have chosen different themes and cultures as entry points, with coffee as the medium. Try to let users get more additional spiritual experience in it.

Source: Fang Orange Microjournal, Fang Orange Science and Technology big data (content has been deleted)