The coffee machine market still needs to be cultivated, and the existing pattern needs to be broken.

China's coffee machine market is booming and has become one of the most important strategic markets for global coffee manufacturers. At present, the Chinese coffee machine market is dominated by foreign manufacturers, and the market share is mainly concentrated in Delong and Philips, so it is difficult for newcomers to occupy a place. According to big data, many companies have entered the coffee machine industry in recent years, from 35 in 2012 to 132 in 2015. however, the leading products in the coffee machine industry are Delong and Philips, which accounted for more than 80 per cent of the Chinese coffee machine market in 2015.

Although the current Chinese coffee machine market is relatively small, but China has a huge population base, coupled with the increasing acceptance of coffee culture, coffee machine market potential is huge. Compared with Japan's average of three cups of coffee a day, China's urban population only has an average of three cups a year, and there is a lot of room for improvement in coffee consumption. Big data believes that the current Chinese coffee consumer groups have gradually taken shape, the next key is for coffee machine enterprises to cultivate consumption habits and tap market potential. By virtue of local advantages, Chinese enterprises will win out foreign brands in cultivating the market and tapping potential, so as to break the current market pattern dominated by foreign capital. At present, the main coffee products in the Chinese market include: instant coffee, three-in-one coffee, raw bean coffee, coffee drinks and so on. Among them, instant coffee is the best seller among all kinds of coffee products. According to big data, the vast majority of Chinese coffee consumers are instant coffee consumers, and the proportion is as high as 90%. Compared with other coffee products, instant coffee has the advantages of convenience and low price, which is an important reason why it has become favored by most consumers. Although the coffee machine has the advantage of pure taste, most consumers have no obvious willingness to buy because of its relatively high price.

Among coffee consumers, the emerging consumer class (such as young white-collar workers) are very interested in coffee machines, but they belong to unstable people and it is difficult for them to form a large purchasing power in the coffee machine market. Coffee machine consumers are mainly middle-aged knowledge class, they belong to a stable population, the pursuit of quality of life. In fact, for consumers, coffee is not a drink, but a way of life to a greater extent. Therefore, consumers aiming at the domestic coffee market should patiently educate and spread the coffee culture and publicize the history and culture of coffee in order to expand the domestic market in recent years, and coffee culture has gradually sprung up in China. The bustling areas and business offices in major cities have become areas where coffee shops gather. However, due to the small consumption base of Chinese coffee machines, sales have not achieved explosive growth. At present, China's coffee machine market is mainly concentrated in Shanghai, Beijing, Guangzhou, Shenzhen and other developed areas. These areas are characterized by high per capita income, fast pace of life, high level of internationalization, gathering of high-quality talents and so on. According to big data of Oviyun.com, Shanghai occupies the sales share of 1ax 4 in China's coffee machine market, and the regional concentration of sales is very high. On the other hand, it also shows that China's coffee machine market is not yet mature. Since the reform and opening up, with the continuous improvement of people's living standards, coffee, a western-style drink, is being accepted by more and more Chinese. Coffee is no longer just a drink, it is gradually closely linked with fashion and taste, reflecting the high quality of modern life. However, as the birthplace of tea culture, China has been carrying out tea culture for thousands of years, gradually forming a kind of tradition and a kind of inside information. Limited by Chinese traditional culture, consumption level and consumption concept, coffee machine rarely appears in the public view, and the coffee machine market has always been relatively minority.