Chinese coffee culture

Now drinking a 25-yuan medium latte at Starbucks is no longer a very "present" thing, even if you drink it in the Forbidden City, it is also a very common thing.

The coffee industry association spent a lot of money on various coffee promotion activities in Beijing and Shanghai. It was seven or eight years ago, when a cup of coffee plus a piece of Kenny G jazz and a selection of novels on the cover of Haruki Murakami. According to today's popular words, you are really talented, but it is still popular to say that you are too petty bourgeoisie at that time! At present, according to my observation, the petty bourgeoisie has changed to drink Pu'er, so whether you are holding the Analects of Yu Dan or the three Kingdoms of Yi Zhongtian, as long as you sit in front of Pu'er, you will become "a beautiful scenery" against Pu'er.

Roman, president of Ogilvy Advertising in the United States, is a veteran of marketing. He told coffee dealers that the price competition is not good, and that selling coffee is selling coffee's quality, value and image. Although this sentence was said in the 1980s, it is estimated that even a village official in China will tell you that we are not selling so-and-so, we are selling culture!

Roman simulates several typical roles of potential coffee customers. "Mr. and Mrs. John", both have jobs and are in their thirties, for whom drinking coffee is a "way of life." Mr. and Mrs. Paul, who are about to retire in their fifties, money is a big problem, so the cheaper the coffee they want, the better. Rachel, another single woman who is busy at work, spends other people's time drinking coffee at work, so instant bagged coffee is best for her. Finally, Henry, who is still in college, is a child who grew up drinking Coke. Coffee is obviously out of date for him. What is the final diagnosis? That is to target different customers, locate different markets, and develop different products. Young "Henry" is a problem, but it's not a big problem, because as long as the stylish, stylish and professional "John and Mrs. John" drink coffee as part of their status symbol, college students who can't afford a PRADA or ARMANI will find that a cup of coffee worth more than 20 yuan is actually very cost-effective and stylish. Therefore, who drinks a cup of coffee and how to drink it may not have much to do with coffee.