Annual Summary | Analysis of the Development of Coffee and Coffee Shop Market in China in 2015

"if coffee shop operators and retailers do not realize that coffee prices must be reduced, and if they insist on a single marketing model, I do not think China will become the world's largest coffee consumer market in the future. But it is undeniable that the number of middle-income families in China is increasing, and now more and more Chinese people are beginning to know, understand and accept coffee. "

With regard to the pricing dispute, Cafe Culture did a detailed survey some time ago, and also explored some solutions. If you haven't read it yet, you can click on the title of the article to read. National discussion | how much a cup of coffee is reasonable and its solutions

For more information on the analysis of China's coffee market, please pay attention to the articles to be published on the "Cafe Culture" Wechat public platform and the "2015 China Coffee Shop Market Research report".

In order to understand the future of China's coffee market, let's first come to Fushan County, Hainan Province. Residents there have been growing coffee since the 1930s, and the local coffee culture is rich, and now there are more than 100 international coffee chains located here.

The people of Fushan stir-fry coffee in the traditional way

"We are very impressed by Fushan coffee culture, and we are surprised that so many Chinese people love coffee. They are extremely yearning for coffee shop culture, from which we can see the broad development space of the coffee shop market in the future. "

According to data from the Beijing Branch of the China Coffee Association (CCAB) in 2014, China's coffee consumption is growing at an annual rate of about 15 per cent, which is characterized by a small base and rapid growth rate, which has reached seven times the annual growth rate of the world average coffee consumption. According to CCAB, this number is expected to reach 15-20 per cent in the future.

Although compared with 2014, the growth of China's coffee shop market in 2015 is small, and its development remains stable, it can be confirmed that China's coffee consumption market has broad prospects, and its scale will be qualitatively improved in 2020.

Coffee knowledge Popularization leads to success

Here we call on all Chinese coffee shop operators to share and popularize coffee knowledge is the only way for future development. Starting from 2016, let's start with little things and jointly promote the cultural prosperity and development of Chinese coffee shops.

The following are the successful practices of some elite coffee shops in China, which I would like to share with you here for reference only:

1. When a consumer walks into a coffee shop and tells you that he wants a cup of American coffee, you can choose to recommend higher quality hand-drip filter coffee, siphon coffee, French coffee or Philharmonic pressure, etc., and take the opportunity to spread the knowledge about coffee.

two。 Keep practicing until the staff in the store can make every cup of caffeine. Although cappuccino coffee can be seen everywhere and cheap, Lafayette Coffee will always be the darling of social circles. Chic Lafayette Coffee will bring you more potential customers.

3. Innovative thinking, launch with their own characteristics of hand-brewed coffee experience bar or creative Italian concentrated base coffee.

Coffee or tea?

Despite the rapid development, coffee still can not replace the dominant position of tea in China. You know, tea culture is deeply rooted in China, and its 5000-year history is deeply rooted in the hearts of the people.

International coffee brands first entered China in the 1980s. The pioneers of the second wave of coffee, such as Nestle and Maxwell, have had a far-reaching impact on Chinese coffee culture.

After the widespread popularity of instant coffee in supermarkets, coffee shop culture has begun to sprout in China's first-tier cities, such as Guangzhou, Wuhan, Shanghai, Beijing, Chengdu and some southern provinces, such as Yunnan, Hainan and Fujian. But for most consumers, coffee is still an expensive western import.

"even in the north, Shanghai and Guangzhou, the annual per capita coffee consumption of the urban population is only about 30 cups." Therefore, we can infer that China's coffee culture is not yet mature.

But for young consumers, they pursue the latest Western culture, and they have far more purchasing power for new things than consumers of other ages.

"for young consumers, going to Costa for coffee is a symbol of luxury and social status, as well as a popular spokesman. Many people will be attracted by large international chains, and they are looking forward to the coffee shop, not the coffee itself. They know what kind of tea tastes good, but they know little about coffee. Generally speaking, China's coffee consumption is still dominated by instant coffee. "