The right way to open up the coffee market

Coffee, as the largest natural drink in the world, has encountered resistance in China! Is it tea? No! Is it rent? There's some influence! What's that? There is no consumption! Because the price is too high! Lowering prices and attracting more consumers is the only way to expand consumption in the future!

A few years ago, at a coffee promotion at the Colombian embassy, 90% of the participants were embassy staff or foreigners working in China. Many of them ask why Chinese coffee is frighteningly expensive! Foreigners can't afford to drink!

Yes, not only foreigners can't afford it, but even our countrymen can't afford it! No, some people may ask: why is Starbucks full of people every day? I would ask them if they drink every day. How many people sit at Starbucks drinking coffee every day, 30 days a month! Have you done the math? It costs more than 1000 a month! 1/10 of the monthly income of 10,000 yuan!

The popularity of coffee in Europe and the United States is developed from the grassroots! Today, per capita consumption in Europe is 560 cups per year; Americans are 440 cups per year!

In our neighbors Japan and South Korea, the price of coffee is equivalent to 8-10 yuan per cup! Only our own coffee in the world is ridiculously expensive!

It is precisely because of the ridiculously expensive price of coffee that hinders the desire of consumers to consume coffee! Some people will jump out and accuse Starbucks of spending every day! Right! They don't represent ordinary people! China's per capita consumption is only 5 cups per year. The per capita consumption of 7 billion people in the world is 127cups!

People in the industry also jump out from time to time to blame, can not be cheap! Rents rise irregularly, and most cafes are still hovering at the level of working for landlords. I want to ask: are you a businessman? Small profits and quick turnover, you know! No consumer considers your rent and other costs, he only cares about whether he is satisfied with the product you give him and whether it is cost-effective.

For so many years, I, like everyone else, indulge in technology, quality, taste, equipment pursuit, training, competition, hoodwinking! We are just shrouded in fog, opened the door of self-entertainment, but inadvertently closed the door to consumers! Nestle sells 35000 tons of coffee for only 1 yuan per bag of instant coffee. Our freshly ground coffee costs less than 20, 000 tons, but the price is many times that of Nestl é!

It's time! We need to change the price of coffee! Make it affordable for ordinary people to spend! From the end of November 2014 to May 31 this year, we promote 1 yuan of American coffee on Monday, 5 yuan of cappuccino on Tuesday, 8 yuan of latte on Wednesday, 10 yuan of mocha on Thursday, 12 yuan on Friday and 15 yuan buy two get one free on Saturday and Sunday. The effect is very good, the consumption increases greatly! So selling at a reduced price is the only way to expand coffee sales!

There is no benefit if there is no scale in any industry! Coffee is still a luxury in China, and many people are afraid to go into cafes.

Here, I suggest that people in the coffee industry should unite and do something real for the industry.

I will call on people in the industry I know to jointly launch a "buy a stranger a cup of coffee" campaign, consumers buy a cup, we give one or two cups, so that more people drink a delicious cup of coffee.