The new trend is to drink coffee

The study also found that drinking the right amount of caffeine every day can accelerate metabolism, promote digestion, improve constipation, boost spirit, relieve pain and so on. On the psychological level, drinking coffee is a kind of enjoyment, can also relieve stress, relax the mood, but also stimulate gastrointestinal peristalsis, resulting in laxative effect. Drinking after a meal will promote gastric juice secretion, so it is helpful to digestion.

Medical research points out that coffee beans contain sugars, protein, fat, potassium, crude fiber, water and other nutrients. In addition, coffee also contains caffeine, tannic acid, alkaloids and other healthy ingredients. Many studies have pointed out that drinking coffee in moderation, that is, two to four cups a day, can stimulate the sympathetic nervous system, produce refreshing and fatigue-relieving effects, relax blood vessels, promote blood circulation, prevent cardiovascular disease, and help constrict arteries in the head, helping to relieve migraines.

Ready-to-drink coffee, a minority branch in the coffee field, has won the common attention of domestic and foreign beverage giants in recent years; in addition, hand-brewed coffee and hanging-ear coffee have also become a new fashion highly sought after by young people. The original beverage giants have set their sights on the big cake of coffee.

In recent years, with the increasing popularity of coffee culture in China, coffee consumption has also shown a rapid growth trend. Data show that China's coffee market is growing at an annual rate of 15%, with a compound growth rate of 34.2% for ready-to-drink coffee.

With the change of consumption habits and pace of life, the relatively poor taste of instant coffee can no longer meet people's pursuit of coffee quality, while drinking coffee can restore the freshness and richness of coffee beans to a greater extent in terms of taste. It has been sought after by young people and office workers. The mature Chinese coffee consumer market and the inherent advantages of ready-to-drink coffee have made merchants focus on this piece of cake. According to statistics, Nestl é accounted for 55.5% of the market share in ready-to-drink coffee in 2015, followed by Suntory with 14.1%.

China's ready-to-drink coffee market has been moving a lot in recent years. Coca-Cola launched Qiaoya in high profile, Yibao teamed up with Kirin Hot Cafe in Japan, and the international coffee chain Starbucks met with Master Kang in 2016. In 2016, the unified ready-to-drink coffee strategy product "Yaha Coffee" became popular on the Internet by sponsoring iqiyi's gold medal column "Qifa," Wa Group Beijing Branch also launched this year's first new product, Maoyuan Coffee, officially entering the ready-to-drink coffee market. It can be predicted that the competition in this market will be more fierce in the future.

Put a fashion label on ready-to-drink coffee

As soon as instant coffee appears, it has an accurate grasp of its own audience. Break through the traditional marketing methods, through the combination with the Internet, intelligent media terminals and other new media, as well as in packaging, positioning highlight the characteristics of younger, fashionable, to attract consumers.

Take Maoyuan Coffee as an example, "falling in love with you is not only coffee, but also a kind of fate." Use advertising words to convey the warm feelings in the city. In recent days, the cooperation with the popular online program "Qifa Shuo" has made "drinking Yaha Coffee that can chat happily" well known to consumers. As a network language program, the in-depth insight into the post-90s young people and the use of the popular context of the Internet have made advertising a new focus of the program and created a new way of entertainment marketing.

Traditional coffee shops are at ease.

As a beverage with western cultural attributes, coffee is regarded as one of the three largest drinks in the world, and it is also widely accepted by Chinese consumers. The market share of ground coffee and ready-to-drink coffee is 10.1% and 18.1% respectively. Today, with the rapid development of instant coffee and instant coffee, most coffee shop owners are not worried about whether traditional coffee shops are facing segmentation or challenges.

Wei Hua, director of Xi'an Coffee chain Coffee Operations, affirmed that ready-to-drink coffee maximizes the taste of coffee producing areas, but makes a distinction in terms of function. Drinking coffee is originally a kind of adjustment to life, drinking is a kind of mood and culture. There is a fixed market for ready-to-drink coffee, and leisure coffee carries more of a social function.

Ms. Dong, a veteran coffee fan, said that at present, the way of drinking coffee goes far beyond instant and instant drinking, and now many people pursue to make their own coffee. Such tools are also available in many coffee shops. Therefore, hand-made coffee and hanging-ear coffee are also highly sought after by young fashionable people. It has also become a trend to experience "hand-driven" aesthetics and resist the "slow refinement" of "standardization". Chu Meng, a reporter from Huashang Daily

Source: Sina News