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How to correctly open the coffee market consumption of coffee from Europe and the United States

Published: 2026-02-25 Author: World Gafei

Last Updated: 2026/02/25, 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 event at the Colombian Embassy, 90% of the participants were stationed in China.

As the world's largest natural beverage coffee, in China encountered resistance! Tea leaves? No! Is it rent? Some effects! What's that? No consumption! Because the price is too expensive! Lowering prices and attracting more consumers is the only way to expand consumption in the future!

At a coffee promotion at the Colombia embassy a few years ago, 90 percent of the participants were embassy staff or foreigners working in China. Many of them ask why coffee in China is so expensive! Foreigners can't afford it!

Yes, not only foreigners can't afford it, even our countrymen can't afford it! No, some people ask: Why is Starbucks full every day? I ask them if they drink every day. How many people sit at Starbucks drinking coffee every day for 30 days a month! Did you ever do the math? It costs more than 1000 a month! One tenth of the monthly income of 10,000 yuan!

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

Our neighbors Japan and Korea, coffee prices are equivalent to 8-10 yuan/cup! We're the only ones in the world who have ridiculously expensive coffee!

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

People in the industry also jump out from time to time to blame, can not be cheap! Rents rise irregularly, and most cafes hover at levels where they work for landlords. Let me ask you something: are you a businessman? Small profits but quick turnover, you know! No consumer considers your rent and other costs, he only cares whether he is satisfied with the products you give him and whether they are cost-effective.

For so many years, like everyone else, I have been addicted to technology, quality, taste, equipment pursuit, training, competition, and deception! We are just in the fog, opened the door to self-entertainment, but inadvertently closed the door to consumers! Nestle sold 35,000 tons of coffee for only 1 yuan for a packet of instant coffee; we sold less than 20,000 tons of freshly ground coffee, but the price was many times that of Nestle!

It's time! We're gonna change the price of coffee! Let ordinary people afford it! From the end of November 2014 to May 31 of this year, we pushed American coffee for 1 yuan on Monday, cappuccino for 5 yuan on Tuesday, latte for 8 yuan on Wednesday, mocha for 10 yuan on Thursday, choice for 12 yuan on Friday, and buy 2 get 1 free on Saturday and Sunday for 15 yuan. The effect is very good, consumption greatly increased! So selling at a reduced price is the only way to increase coffee sales!

Any industry without scale has no benefits! Coffee is still a luxury in China, and many people dare not walk into cafes.

Here, I urge the coffee industry to unite and do something real for the industry.

I'm going to call on people I know in the industry to co-sponsor a "Buy a coffee for a stranger" campaign, where consumers buy a cup, we give one or two, and more people get a good cup of coffee.