The social characteristics of coffee in the Chinese coffee market have been discovered.

Seeing the huge coffee market potential in China, more and more companies are joining the competition in the coffee industry in order to get a share of the Chinese market.

"Daily Economic News" reporter learned that recently the international brand Guatemala "Fire Fox Coffee" has also entered the Chinese market, and in the form of coffee chain, mobile coffee machine, commercial fast-moving and other forms of development.

In fact, there are many brands at home and abroad in the Chinese coffee market, such as Starbucks, Shangdao Coffee, COSTA(Coffee Family), Nespresso, etc., as well as entrepreneurial coffee that has become popular in recent years. Coffee is not only a food and beverage, but also a social interaction. According to the opinions of several industry insiders, the addition of more new brands is optimistic about China's huge coffee market on the one hand, and the fierce competition in the market also makes the coffee industry diversified.

Diversification of coffee competition

Champ consulting analysts said that the profits in the coffee industry have attracted the attention of convenience stores, fast food restaurants and bakeries, and competition in the coffee industry will become increasingly fierce in the next few years. Not only that, but traditional coffee companies have also begun to develop in various forms.

The reporter learned that Starbucks coffee frappuccino and other products have also been stationed in convenience stores. Starbucks China said in response to an interview with Daily Economic News that there are currently two products available in supermarkets in East China and South China, including major supermarkets, convenience stores and stores, and the company is gradually promoting retail channel business.

And "Fire Fox Coffee" is not only launched in the form of traditional chain stores, but also enters mobile store coffee self-service machines, commercial fast-moving, e-commerce and other channels. In an interview with the reporter of "Daily Economic News," the person in charge of the project said that in addition to the traditional coffee chain franchise project, Hong Kong Cultural Communication Group cooperated with Zhonghe Investment Management Co., Ltd. to establish Shanghai Fire Fox Wenchuan Investment Management Co., Ltd. in Shanghai Free Trade Zone, and invested 300 million yuan in the cooperation fund for the Fire Fox Coffee Self-service Machine Project.

At the same time, brand operators will also carry out strategic cooperation with well-known Chinese and foreign enterprises such as China Telecom, Sinopec, PetroChina, HP, Hunan High-tech Investment and Bailian Group in an all-round way, and cooperation with major cinemas, some high-speed railways and aviation systems in China will soon be launched.

"In large and medium-sized cities, coffee consumption is becoming more and more mature, and the business format is developing towards small and simple popular coffee shops. Coffee restaurants, coffee carts, coffee minibuses and other marketing modes are launched." A chain restaurant person told reporters,"In the future, coffee sales formats for different consumer groups and different positioning will emerge one after another." Popularization of coffee consumption will lead to diversification of coffee marketing models."

However, entrepreneurial coffee, which has become popular in recent years, has built an innovative entrepreneurial incubation platform with one-stop services such as office sharing, talent exchange, technology sharing, market expansion and project docking for early entrepreneurs by integrating local entrepreneurial resource elements. Coffee has been discovered with social characteristics.

China's coffee market grows at 25%

"I am very excited that coffee products can have such a big development in China, and this coffee culture is still thriving, so I think coffee culture will continue to develop in the next few years." Ge Wen, senior vice president of Nestle's Greater China coffee business unit, said in an interview with the Daily Economic News.

Statistics show that in the past five years, the number of teahouses in China has increased by 4%, while the number of cafes has grown rapidly from more than 10,000 to more than 30,000. In recent years, China's coffee consumption market has soared at an annual rate of 25%. Some experts predict that China will become the world's largest coffee consumption market within 10 years.

In fact, in addition to the rapidly growing market attracting many players to join the competition, the lucrative profits of the coffee industry are also an important reason to attract competitors to join.

The "2011-2016 China Coffee Industry Market Research Report" released by Shangpu Consulting shows that due to the huge profits of the coffee industry and the low entry threshold of the industry, more competitors will enter the industry in the future, and to occupy a place in the industry, it is necessary to seek unique positioning, unique consumption experience and cultivate consumer loyalty.

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