What is the impact of the entry of McCoffee on the domestic coffee market?

Generally speaking, China's freshly ground coffee market is dominated by international coffee brands, such as Starbucks, Costa, McCoffee and Man Coffee, while the leading position of Nestl é and Maxwell in the instant coffee market is unshakable.

Since the opening of its first store in 1991, Starbucks now has a total of 1001 stores in China. Coupled with the company's established strategy of entering second-tier cities, the number of Starbucks stores in China will exceed 1500 in the near future.

In addition to international brands, the continuous emergence of local brands also promotes the development of Chinese coffee culture and coffee shop market.

"now let's go back to Fukuyama, where men and women, old and young, like to go to the coffee shop for coffee. They may not know Costa, but they know every local brand. " We find that the fastest growing areas of local coffee companies in China are mainly concentrated in the south, such as Yunnan, Sichuan and Hainan.

The total amount of coffee grown in Yunnan exceeds 80% of China's total coffee production, but half of it is mainly exported to make blended coffee from other brands. It is worth noting that local coffee brands are mainly small micro-enterprises or raw material processing enterprises, and their competitiveness can not be compared with international brands.

At present, the main problems faced by Chinese coffee enterprises are: first, lack of coffee planting, processing and brewing technology, second, lack of experience, and third, immature industry standards.

At the present stage, the main development strategy of Chinese local coffee brands and coffee shop culture is to make use of foreign coffee culture to gradually cultivate the coffee consumption habits of domestic consumers, so as to promote the steady development of coffee industry.

"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. "