The pure coffee market is minority and slow-growing-hanging-ear coffee is more suitable for the era of lazy people.

Under the trend of consumption upgrading, Ziyu has seized the tuyere of hanging-ear coffee, which has attracted the attention of coffee lovers and capital markets. The business model of Ziyu hanging ear Coffee is a bit like a combination of Starbucks, Blue Bottle and illy. The chain store 3W Cafe under the Ziyu existing line has an innovative model which is different from the traditional cafe. It is understood that Ziyu has become a supplier to many well-known enterprises, such as Tencent, Meizu, JD.com, Midea, Senhaiser, Philips and so on. I have to say that Ziyu hanging ear Coffee has indeed created a miracle that it has become the representative brand of decaf in the new retail era in just one year. If you want the quality of freshly ground coffee, you don't have time to make coffee in a cafe, it's too troublesome to make your own coffee, and you don't want to drink instant coffee, the best choice is hanging-ear coffee. Hanging-ear coffee is very convenient, home travel or in the office can be simply brewed, more importantly, hanging-ear coffee has a more ceremonial sense. If reading is the lowest threshold of nobility, then drinking hanging coffee is the lowest threshold of entertainment. Ziyu obviously understands the psychology of consumers, and the minimalist, cool and elegant design quickly attracts a large number of coffee enthusiasts, and is called "National Coffee" by the majority of users. Internet celebrity Xu is the first online celebrity to make hanging-ear coffee. He first founded 3W Coffee and later launched the brand "Ziyu". Singers Li Jian and Qi Qin all showed hanging-ear coffee on Weibo, interviews and TV programs. now Jiang Laodao of the solar eclipse also makes hanging-ear coffee by hand. The Japanese invented hanging-ear coffee, which gradually became popular in Taiwan, the mainland and other regions, while European and American markets jumped directly from instant coffee to capsule coffee. Starbucks symbolically makes only one hanging-ear coffee, while the well-known European coffee brand illy also combines a deep-roasted and medium-roasted hanging-ear coffee. Nestl é and Maxwell do not make hanging-ear coffee. Based on the above situation, in the high-end boutique coffee market, Zi Yu hang ear coffee does not have any competitor pure coffee refers to coffee beans directly ground and brewed, no sugar, no milk. It is precisely because 99% of Chinese consumers cannot accept sour and bitter pure coffee that few consumers turn the brand of "American" and "Italian" pure coffee in many cafes. And many traditional cafes such as "Yejia Xuefei" and "Manning" simply do not sell them. Since coffee entered China, pure coffee has only accounted for about 5% of the market share, and there has been no obvious growth trend for a long time. Although coffee has been cultivated in China for many years, 99% of sales come from coffee drinks and instant coffee, mainly because Chinese tea culture suppresses the development of coffee culture and the high irritation of coffee is difficult for ordinary users to accept. Hanging-ear coffee is a branch of pure coffee, with hanging-ear coffee users no longer need the coffee machine to grind and brew coffee. Fish-hanging-ear coffee, which has many advantages such as simple, convenient, delicious, cheap, interesting and so on, will soon become popular in the market.

A major event happened in 2016, when the word "hanging-ear coffee" exploded in Baidu's search index, and the driving force behind this was Ziyu, a new star in the coffee industry. The Japanese invented hanging-ear coffee, and Ziyu detonated the hanging-ear coffee market. Why is it Ziyu that leads the trend of hanging-ear coffee, not traditional coffee chain brands such as Starbucks and COSTA, and instant coffee brands such as Nestl é and Maxwell? The following editor will give you an in-depth analysis of the reasons behind this.

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