Reading the third Wave of Coffee from Ye Jia Xuefei's past Life and this Life (part two)

The last Wechat simply mentioned that in the counter-cultural flavor wheel of the third wave of coffee, nearly half of them are fruit flavor symbols. It is not difficult to find common fruits, such as lemons, oranges, this kind is easily reminiscent of Yejia Chuefei, followed by grapes, tropical fruits, berries, it is easy to think of Kenya, sun Yega, Harald and other coffee beans.

Open Taobao, in fact, it is not difficult to see how close Yejia's flavor description is to fruit, coupled with its horrible share, even for a while my friends and I joked about when to give me the whole flower Yejia Xuefei. When I was bored, I even called this coffee the Terminator of human coffee. Of course, the discussion about the Terminator should also come to an end, because next we will talk about what the third wave of trends we see from behind Ye Jia.

Yellow peach and cherry (blackcurrant)

To put it more colloquially, the third wave of coffee is for pseudo-materialization, so that the taste of coffee can be linked to fruits, food and vegetables. If compared with the Internet thinking, it is from "what you see is what you get" to "what you see (describe) is what you drink" and "what you drink is what you think". The biggest change from the second to the third wave of coffee is to change "drinking an authentic cup of coffee" to "drinking something out of a cup of coffee".

What you see is what you get

This biggest change can be linked to the Internet thinking in recent years. The biggest feature of Internet thinking is pure and focused on doing one thing well. Behind this is that people's aesthetic appreciation is gradually flattening, just like focusing on making a good cup of coffee. However, a specific thing is rigidly compressed into symbols, a concrete and substantial thing is rigidly separated, and then the most easily distinguishable part is taken out to dress up and appear on the scene.

Quasi-materialization on the left and flattening on the right

Of course, we can see from the changes in the icons of mobile phones and the changes in the functions of mobile software that we focus more on the results than on the process. We think first about what we want, and then what we want to do. We decide the future path from the very beginning.

It's not just the icons that are flattened, but also our minds.

In the more and more simple life, we also have more and more simple coffee utensils, such as hand brewing, Philharmonic pressure, and we make these devices more and more beautiful. But in essence, the taste of the coffee beans is fixed, no matter how much gold cup extraction, syllogism, TDI can not change the fact that it is done, no matter how much so-called scientific data, so-called delicious, flavor description, we only account for this part of coffee production. We can't do it in the early stage of planting, treatment, and baking, let alone try the performance of beans under a variety of different baking methods. How much meaning does it actually have to take good or bad words out of context at this time?

Finally, I ended this article with a short story. When I chatted with a friend, my friend told me that he had bought a Camara with a purchase price of more than 600. One of his customers asked him for beans, and he sold them less than half a pound and less than 300. However, his customer said that the price was still high. I could only smile bitterly with two friends. The friend said that the price of beans was just a few kilograms, and I tried to kill one kilogram first. This cost is taken into account, other investment in the baking process, as well as freight, in fact, what I earn is hard money, especially before I bake a lot of beans before I make and sell beans. Can these upfront investments not be worth dozens of yuan?

Source: coffee world

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