Analysis on the Brand Prospect of Coffee Market in China

According to a survey conducted by a national authority, the coffee franchise industry is growing at a rate of 25%, and cafes are becoming a bright spot for urban civilization progress and economic growth. At present, coffee consumption in China's cities, the average annual consumption of coffee per person is 4 cups, even in big cities such as Beijing and Shanghai, the annual consumption of coffee per person is only 20 cups. In Japan and Britain, the average person drinks a cup of coffee a day. Japan and Britain are both world-famous tea culture countries, which have developed into huge coffee markets. China, which has a strong tea culture, has broad coffee consumption potential and will certainly become one of the largest coffee markets in the world. International Coffee Organization (ICO) Operations Director Pablo Dubois also believes that the Chinese market has great potential. "In the 1960s, Japan consumed only 250,000 packets of coffee a year, but now it consumes 7 million packets," he said. The Chinese market has also shown signs of developing along this trend, so China will become an important coffee consumption market in the world. Coffee consumption grade is getting higher and higher, and the charm of culture is the charm of the market. Instant coffee is far from representing coffee consumption, consumers begin to recognize the brand, style and purity of coffee, and know how to enjoy the fun of coffee. "Cultural coffee" is undoubtedly the mainstream of the whole coffee industry and is developing rapidly. The rapid development of coffee market is closely related to consumers 'interest in western culture. After entering the 21st century, the rapid growth of China's economy, the continuous improvement of people's quality of life, the increasing diversification of drinks, coffee gradually linked with fashion and modern life have driven the rapid increase of coffee consumption, forming a huge consumption potential market. 1. According to statistics from authoritative departments, coffee consumption in China has remained between 30,000 and 40,000 tons in recent years, and the annual market growth rate is 10%-15%. It is expected to become the most potential coffee consumer in the world. It is predicted that China's consumption will reach 120,000 tons in 2012, and the market retail sales will reach tens of billions of RMB. The growth rate of Beijing market is as high as 18%. There are 13600 cafes and 2200 coffee-related enterprises in China, with 500,000 employees. The scale and attraction of its consumer market have made more and more foreign enterprises pay attention to the Chinese market, which is the main reason why major coffee producing countries and coffee merchants are keen to enter China.