With the ice and fire of the coffee market, various brands have taken various measures to seek a breakthrough.

"this is also one of the main reasons for the bottleneck of China's coffee market. What Chinese consumers need is the taste of freshly ground coffee, but it is best to have the convenience of instant coffee. After all, it is quite luxurious for most consumers to drink a cup of freshly ground coffee with a price of about 30 yuan in an upscale coffee shop," Wu Jiahang told reporters. High-grade freeze-dried coffee is currently the strongest coffee category in the Chinese market. The growth rate of instant coffee in China as a whole has declined year after year, and only freeze-dried coffee that has appeared in the past year or two has become the only growth point. "

In fact, a coffee brand that focuses on the localization of taste has already tasted the benefits. Luxury Coffee is the first brand in China to specialize in the research and development and sales of freeze-dried coffee. It was established in March 2015 and sold as soon as it entered the market. In less than a year, it often ranks among the top three Taobao coffee e-merchants with sales of 100 million yuan. And the products have been sold to Malaysia, Indonesia and even Colombia and other established coffee consumer countries.

Yang Zhiwei, CEO of luxury Coffee, said that the taste of freeze-dried coffee is almost the same as that of fresh grinding, but the price is only half that of fresh grinding, so it is very recognized by Chinese users as soon as it is introduced. At first there were three flavors, now there are more than a dozen, and the laboratory in Shanghai launches a new flavor coffee for the Chinese market every quarter.

Yang Zhiwei said that due to the continued depreciation of the RMB this year and the insufficient supply of coffee beans in Central and South America, they have increased the cost of purchasing coffee beans by 6% alone. He said he had begun to contact Yunnan coffee suppliers and followed the progress of domestic freeze-drying production. According to the current rate of development, sales within five years will certainly exceed 200 million US dollars. Tang Tailin, chairman of Chongqing Zhongliangshan Coal Electric Co., Ltd., told the media that the level of coffee manufacturing in China is still in the stage of development. Chongqing is close to Yunnan, the largest coffee base in China, and has developed transportation facilities, which determines the goal of enterprises to take great steps to transform the high-tech coffee production industry. "although freeze-dried coffee is not in the majority in terms of market categories, enterprises must be forward-looking," he believes. He believes that the project will not only achieve huge returns for Zhongliangshan Gas, but also enhance China's status as a big coffee producer and consumer.

It is understood that the biggest difference between the freeze-drying process and the traditional spray coagulation granulation process is that the coffee powder produced by processing has higher bubble solubility, even ice water can dissolve instantly, and can more completely maintain the rich aroma and pure taste of coffee. Freeze-dried coffee is also agreed by the industry as the mainstream supporting category of the future growth point of the coffee industry. However, due to the relatively strict selection of materials, and can not be mixed with coffee additives (cassava powder or soybean powder, etc.), many coffee companies prefer to choose the traditional production process with relatively low comprehensive cost.

Wu Jiahang, chief representative of the Colombian Coffee Industry Association in China, believes that coffee is a beverage that requires strict production and brewing processes, but the vast majority of Chinese people do not have the habit and environment of using coffee machines to do complex operations. therefore, most of China's coffee experience is obtained from traditional ordinary instant coffee.