How Never Coffee Offers Specialty Coffee at 9.9 RMB

Ever wonder why a basic cup of coffee costs more in China than in the U.S., even though production and living costs aren’t necessarily lower? That’s the question that drove Liu Zuofei to launch Never Coffee. With Starbucks selling a regular Americano for 26 RMB (about $4) in China but just $1.75 (roughly 10 RMB) in the States — and Coca-Cola going for 3 RMB locally versus nearly $1.50 abroad — something didn’t add up. Why was coffee in China so expensive, and could it be done cheaper without sacrificing quality?

Yes — according to Liu, who built Never Coffee around the idea that premium-quality coffee can retail for just 9.9 RMB. His company proves that specialty-tier flavor is achievable at mass-market prices, shaking up assumptions about what coffee should cost in China.

Why 9.9 RMB Can Still Mean Specialty Coffee

Numerous factors contribute to high coffee prices in China, but a major reason is fragmentation and inefficiency in the supply chain. Unlike many local cafés that rely on middlemen, Never Coffee sources its green coffee beans directly from international suppliers. By committing to quarterly purchases of around 10 metric tons, the company secures better rates and bypasses the inflated costs tied to multiple distribution layers. International coffee bean prices are publicly auctioned, mainly in New York, based on quality grades — meaning anyone can see what the base cost is. Never Coffee leverages volume and direct buying to bring those global prices to Chinese consumers.

How Industrial Production Delivers 70-Point Coffee

Critics often question how an industrially canned coffee can claim specialty status. The answer lies in understanding what contributes to a coffee’s flavor profile. Coffee taste is shaped by a 4/3/2/1 rule: 40% comes from the origin, estate, and processing method of the raw bean; 30% from the roast profile; 20% from the equipment used; and just 10% from the final brew or extraction. While Never Coffee’s canned coffee can’t achieve a perfect 100 — it can’t match the nuanced touch of a master barista — the company ensures rigorous control over water quality, temperature, and pressure during extraction. The result? A final cup that scores at least 70 points, surpassing the quality of many café-brewed cups made by novice baristas or home brewers.

Never Coffee’s Business Model and Challenges

Despite its quality-driven approach, Never Coffee faces hurdles. The concept of drinking black, unflavored specialty coffee isn’t yet mainstream, especially among those accustomed to milk-heavy drinks. To navigate this, the brand focuses on building tight-knit online communities. With active WeChat groups where customers share photos and recommendations unprompted, Never Coffee benefits from grassroots marketing. The team also experiments with engagement strategies like morning call reminders and offline meetups. Additionally, to cater to varied tastes, the company plans to expand its online offerings to include milk-based drinks like lattes, while also opening small urban retail outlets to serve a broader selection of brewed coffees — all while maintaining the 9.9 RMB price point where possible.

The Broader Impact on China’s Coffee Industry

Never Coffee’s model challenges conventional pricing and sparks necessary debate. Some industry players see it as disruptive to entrenched interests, while others view its arrival as part of a natural growing pain for any innovative business. Yet the underlying value is clear: by rejecting inflated pricing and focusing on accessible quality, Never Coffee introduces a more sustainable, consumer-friendly dynamic. Its approach mirrors successful formats seen in markets like Japan, where affordable specialty coffee is commonplace. Whether it succeeds long-term depends partly on the emergence of the so-called “coffee second generation” — younger consumers raised amid global coffee culture — and on Never Coffee’s ability to continuously adapt its product range to customer expectations.

Frequently Asked Questions

What is Never Coffee and why is it significant?

Never Coffee is a Chinese coffee brand that sells specialty-grade canned coffee for just 9.9 RMB (about $1.40). It’s significant because it challenges the notion that quality coffee must be expensive, offering premium flavor at a mass-market price point, which disrupts traditional pricing models in China’s coffee industry.

How can Never Coffee sell coffee for 9.9 RMB and still call it specialty?

Never Coffee achieves this by sourcing green beans directly from international suppliers in bulk (around 10 tons per quarter), avoiding middlemen, and controlling production costs. Though it uses industrial brewing methods, the company maintains strict quality control over roast profiles, water, temperature, and pressure, ensuring a minimum quality standard equivalent to 70 points on the specialty scale.

Isn’t industrial canned coffee inherently lower quality?

Not necessarily. While it can’t match the nuanced touch of a skilled barista, Never Coffee’s process accounts for the main factors that influence coffee flavor. About 70% of a cup’s quality comes from the bean origin, roast, and equipment — all carefully managed. The remaining 10% from brewing is harder to control industrially, but Never Coffee optimizes it as much as possible, resulting in better quality than many café-brewed cups.

What challenges does Never Coffee face in the Chinese market?

Never Coffee struggles with consumer perceptions, as many Chinese drinkers still expect coffee to be sweet or milky, and black coffee isn’t yet mainstream. The brand also contends with skepticism about its low pricing and industrial format. To overcome this, it invests in community-building via social media and explores new retail formats and flavors.

Will Never Coffee expand its product range beyond black coffee?

Yes. While staying true to its 9.9 RMB price where feasible, Never Coffee plans to introduce more flavored options such as lattes online. It also intends to open small physical stores in commercial areas to offer a wider variety of brewed coffee experiences alongside its core canned line.

How does Never Coffee’s model impact China’s coffee industry?

By proving that high-quality coffee can be affordable, Never Coffee pressures other players to reconsider inflated pricing. It introduces a more transparent, value-driven model akin to global markets like Japan, fostering a healthier, more competitive coffee ecosystem in China.

Recommended FrontStreet Coffee Beans for New Coffee Drinkers

If you’re exploring specialty coffee thanks to brands like Never Coffee, start with FrontStreet’s Ethiopia Yirgacheffe — a bright, juicy washed coffee with lemony acidity, floral notes, and a clean finish. For something richer and smoother, try their Indonesia Mandheling, a medium-dark roasted bean with earthy spice and a syrupy body. Both are approachable for beginners and highlight different flavor profiles that expand your palate. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.