The latest coffee news ready-to-drink coffee this summer the beverage giant is still adding size to the strategic partnership between Nestl é and Alibaba.

The data show that China's coffee market is growing at an annual rate of 15% and 20%. Among them, the compound growth rate of instant coffee is as high as 34.2%. From the high-profile launch of Qiaoya from Coca-Cola, Yibao teamed up with Kirin Hot Cafe in Japan, Starbucks chose to meet the people with Master Kang's "petty bourgeoisie encounter people", and launched the new ready-to-drink coffee strategy series "Yaha hey". Wa also launched Maoyuan Coffee, and all the giants frequently warned of a signal: instant coffee. Why is it favored by all kinds of big companies in this niche field, and will a new round of "battle" break out this summer?

Wa marches into instant coffee.

In January 2016, Wa Group Beijing Branch and Wumart Group jointly held the launch ceremony of the new product "Maoyuan Coffee" in Beijing, announcing their official entry into the ready-to-drink coffee market. Maoyuan Coffee is a product that Wa Group has spent three years developing to strengthen its market position in milk coffee drinks. The raw material of this product is selected Arabica coffee beans, carefully roasted and carefully ground, hoping to bring consumers a better taste experience. Not only that, Wa also hopes to convey the warmth of the brand through this new product.

Strategic cooperation between Nestl é and Alibaba

In the Chinese market in 2015, Nestl é has adjusted its product portfolio to meet changing consumer demand, but due to the low growth environment, the company's categories including normal temperature milk, confectionery and instant coffee are growing modestly. But ready-to-drink drinks, including ready-to-drink coffee, have seen double-digit growth. In January this year, Nestl é China and Alibaba established a strategic cooperation relationship to enhance the distribution and sales of Nestl é products with the help of Alibaba online platform to carry out various strategic cooperation, in order to enhance the appeal of the brand and achieve greater win-win results.

Suntory partner Huiyuan

For Suntory Brand Coffee, despite its rich range and early entry into the Chinese market, the coffee beverage market is now being squeezed by coffee retailers and its growth is slowing. As a result, Suntory China established a strategic partnership with Huiyuan Juice as early as 2014 to further expand the Chinese market; in November 2015, the ties between the two sides are becoming closer. However, the fierce competition in the beverage industry and changes in product structure are also testing whether the new combination of Huiyuan and Suntory can cope well, and it is unclear how it will develop in the future.

Unified Yaha hey attack

In July 2015, Uni-President's ready-to-drink coffee brand Yaha launched a new series of "hey" products, which is another addition to the ready-to-drink coffee business after the launch of the high-end ready-to-drink coffee brand "Lando". Launch two low-sugar, low-fat, flavor-free products: high cold coffee and soft coffee, coffee beans selected from Colombia more than 1200 meters above sea level. LOGO is a "smiley face + dialog box", which is very cordial and natural, and the product name is easy to resonate with young people. In the packaging, the high cold coffee uses the combination of white and blue, showing the arrogant temperament of the product; the soft coffee is white and purple, showing a mysterious and soft mood.

Master Kang joined hands with Starbucks

In March 2015, Starbucks and Kang Shifu announced a high-profile "marriage" to jointly develop China's ready-to-drink coffee and energy drink market, and launched Starbucks bottled Frappuccino drinks with existing and new flavors in China in 2016. this series of products are produced by Kang Shifu's production line in China. The cooperation with Starbucks will further enrich Kangshi's beverage product portfolio in the Chinese market, thus bringing more high-quality and convenient consumer choices and experiences to the majority of consumers. At the same time, it will help Starbucks explore China's ready-to-drink market, expand local market demand, and provide consumers with consumer experience outside Starbucks stores by virtue of Master Kang's vast channel market.

Coca-Cola Joya goes public

In 2014, Coca-Cola China launched its first espresso drink, Qiaoya, marking Coca-Cola's official entry into the Chinese market for ready-to-drink coffee. Coca-Cola is tailor-made for Chinese consumers, selecting imported coffee and all imported milk sources to produce two flavors: "Luzhou-flavor classic" and "mellow latte". The main colors on the package are golden brown and black, and the capacity is not the usual 500ml specification, but 268ml.

Yibao "Marriage" Japanese Kylin

FIRE Hot Cafe, which was listed in China in 2004, brings the concept of direct fire baking from Japan to China. In August 2011, China Resources Yibao signed a joint venture agreement with Kirin of Japan to form a joint venture with a shareholding ratio of 60% and 40% to inject their non-alcoholic beverage business in China into the joint venture. As a result, FIRE coffee is also owned by a joint venture between China Resources and Kirin in Japan. At the same time, China Resources Yibao has also established a cooperative relationship with Japanese Kirin in the afternoon black tea, magic vitamin water and other beverage products.

Drinking coffee may become a new favorite.

If the ready-to-drink coffee beverage market in mainland China was in the stage of enlightenment before 2003, then China's ready-to-drink coffee beverage market has become increasingly mature in recent years. With the popularity of coffee, the expansion of coffee shops and the acceleration of the pace of life, that is, the improvement of the quality of coffee products and the transfer of target consumer groups, as a minority area of the coffee market, the market of instant coffee is heating up rapidly. In China's coffee market, instant coffee still occupies a dominant position, with a market share of 71.8%. The market share of freshly ground coffee and instant coffee is 10.1% and 18.1%, respectively. With the improvement of people's quality of life and changes in the concept of life, the market share of instant coffee and freshly ground coffee will continue to increase.

It is expected that China's ready-to-drink coffee and energy drink market will further grow rapidly in the future. The consumption habits and pace of life of Chinese consumers are changing, and the growth rate of instant coffee is slower than in the past, but instant coffee is popular, especially among young people and office workers.