What is the reason for the move to promote the 5-yuan market by drinking coffee?

It is reported that before 2003, the domestic ready-to-drink coffee beverage market was in the stage of enlightenment and did not form a large sales volume. With the increasing diversification of the beverage market, subdivided categories emerge in endlessly, and coffee drinking has also made great progress. From 2003 to 2008, Uni-President Yaha made a strong debut, Nestl é, Kraft and other foreign enterprises continued to make efforts, the domestic ready-to-drink coffee market entered a stage of rapid growth, and the overall sales compound growth rate reached 15%. The report on Market Research and Investment Strategic Planning of China's Coffee Industry from 2015 to 2020 released by the Industry Information Network further shows that the market size of ready-to-drink coffee reached 3.948 billion yuan in 2014, an increase of 34.7% over the same period last year.

The industry is growing rapidly and the enthusiasm of enterprises is unabated. However, the existing pattern of the market is difficult to shake. It is reported that Nestl é and Uni-President share nearly 80% of the ready-to-drink coffee market. Although many brands have joined in, Nestl é is still the leader in the ready-to-drink coffee market. "Nestl é is the first coffee brand to enter the Chinese market, and not only in the ready-to-drink coffee sector, Nestl é is a leader in the field of instant coffee and capsule coffee, so the coffee market has a solid foundation and a stronger brand." According to industry insiders, Nestl é began to fully hand over its ready-to-drink coffee business to Yinlu in 2014, and this year it has successively launched two new products: ready-to-drink "Meilu" and Shakissimo Snow Coffee Mousse. This further established Nestl é's position in the ready-to-drink coffee market.

The person further introduced that, like any other beverage product, newcomers must have the innovation of the product if they want to get ahead, which is a magic weapon to attract consumers. However, no matter Qiaoya or Maoyuan, which are common in the market now, there is no competitive differentiation. "take Qiaoya as an example, no matter in terms of price or product packaging, it is not unique, so its share in the market is still very small." According to people related to the supermarket, Qiaoya's sales are not as good as Nestl é.

Coca-Cola did not disclose Qiaoya's market share and sales, but used the "rising period" to evaluate the performance of the product at this stage. The supermarket person further said: "Qiaoya's delivery speed is indeed worthy of recognition, Coca-Cola with the help of the original channels to help Qiaoya quickly fall to the ground." But the products and brands really failed to compete with Nestle. "

Nestl é did not disclose specific figures to Beijing Business Daily about its current sales and growth rate, but the company said: "Nestl é instant coffee grows faster than the category growth rate every year, driving the growth of the entire category."

5 yuan has become the mainstream

For Starbucks and Kang Shifu both join hands to join the ready-to-drink coffee market, the above-mentioned industry people said that they are further optimistic. "but in terms of pricing, Starbucks products will not compete with Nestl é."

A reporter from the Beijing Business Daily learned from Starbucks that Starbucks' guidance price for new products is more than 15 yuan, and the specific price is determined by the channel vendors themselves. The mainstream coffee in the market is priced at about 4-7 yuan.

On the market, Qiaoya 268ml bottled coffee is priced at 4.86 yuan, Nestl é 268ml bottled coffee is priced at 5.40 yuan, Wa 245g coffee is priced at 5 yuan, and unified 450ml coffee is priced at 4.50 yuan. In the end market, except for Starbucks' original glass products, other coffees are priced below 10 yuan. At JD.com Mall, Starbucks' new bottled beverage products sell for 99 yuan in six bottles, with an average price of 16.50 yuan per bottle.

People in the industry further pointed out that from the perspective of pricing, the mainstream price of instant coffee is in the price range of 4-7 yuan, and the competition pattern has come into being, and it can be predicted that the competition in this market will be more fierce in the future. Therefore, in the future, the new coffee products priced in this range will have a small market space and fierce competition, and the requirements for the products will be higher. Due to the different price range, Starbucks' new products take a narrow route and will not form a direct confrontation with Nestle and other companies.

It is worth mentioning that although the industry is growing rapidly, instant coffee accounts for less than 2% of the beverage industry as a whole. On the one hand, this shows that there is more room for growth of ready-to-drink coffee, on the other hand, it reflects the awkward situation of "high price and small quantity" in the ready-to-drink coffee market. Based on this, the above industry people said that Starbucks has created a new market for high-priced ready-to-drink coffee, which will be followed by companies in the future, but the biggest problem facing this market is "high price and small quantity". "although beverages also have a trend towards high-end development, the market is still narrow."