Analysis of Coffee Industry from Coffee Consumption Habits

Access to information: new media and old media complement each other. In terms of access to coffee information, traditional media and new media are equally influential. Weibo and Wechat took the lead with 50 per cent, followed by coffee magazines and books, followed by cafe owners, with about 38 per cent. In addition, the relevant websites, offline exhibitions and sharing meetings are also important channel atmosphere and taste that can not be ignored. In terms of the choice of focus on the cafe, the environmental atmosphere is equal to the coffee taste, and 38% of consumers choose taste as the most important factor, which shows that even though some people in the industry always complain that consumers are "face-controlled", but most, especially long-term consumers, still put coffee quality at the top of the consideration. Of course, the proportion of 28% of the environmental atmosphere is also telling practitioners that while attentively specializing in the quality of coffee, do not ignore consumers' visual feelings, experiences and services. latte coffee is the most popular because of its approachable taste, while individual coffee, as a representative of the cafe, is followed by a similar proportion. It can be seen that the trend of the third wave of coffee is slowly affecting the consumption habits of business people and becoming a new favorite of coffee lovers. It has gradually become a consumption trend for brands to join cafes. In the choice of places and drinks, brand chain cafes are still the mainstream of consumption, accounting for 45% of the choice of places. And boutique cafes are also strong, for 40% of the combination of two problems, we can see that the main purpose of coffee consumption is both work and leisure. Those who have time and energy are mostly white-collar workers, followed by people who work more easily or freelancers. Of course, as a very potential consumer group, the main purpose of students' strength is to meet their friends. On the issue of the purpose of going to the cafe, meeting friends accounts for more than 65% of the total, followed by work and business negotiations, accounting for about 50% of white-collar workers or the main consumer. In the previous survey, the number of white-collar workers accounted for 30% of the total, which is the largest main consumer group. Followed by civil servants, schools and units, accounting for 15%. The proportion of freelancers and coffee practitioners is close to that of public utilities.