McCoffee will usher in a big change-the category distribution of the core product coffee.
If you analyze the product practice in more detail, you will find that McCoffee is not to blame for others.
According to the menu information collected by stores of three foreign brands, McCoffee, Starbucks and COSTA (Shangdao Coffee and Cross-Strait Coffee include catering services, which are not included here), McCoffee has the lowest number of coffee products among the three-45, less than half of Star's (96, excluding beans).
Take a closer look at the category distribution of the core product coffee, which looks more like the deficiency of McCoffee.
40% of McCoffee products are supported by dim sum, and there are only 9 types of real coffee (excluding snow and ice), accounting for only 20%. Such a combination, calling it a coffee brand, does make some people feel "unworthy of the name".
By contrast, McCoffee's direct competitor, COSTA, which has a small number of products, is the most focused on selling coffee (40 per cent).
Starbucks is strongly promoting light foods, such as Chawana, Kosong, NFC juice and so on, but according to statistics, Starbucks' coffee still maintains a high proportion of more than 35% of the product.
After all, McCoffee is not a professional player, and McCoffee inevitably lacks advantages in terms of products, but when it comes to services, especially in keeping up with the trend of the Internet, McCoffee can enjoy McDonald's "construction resources" and is very approachable in China.
For example, in terms of mobile payment, McCoffee can provide Alipay, WeChat Pay, QQ Wallet and other mainstream mobile payment methods in China. By contrast, Starbucks lags behind a lot in China-the main Apple Pay is not very comfortable in China, and it is not until now that it has finally welcomed its first local partner, WeChat Pay.
From the point of view of the market, compared with its direct competitors, McDonald's is weaker in hardware (products) but stronger in software (services), which is exactly what McDonald's intends to make up for, enriching its product line, especially the variety of coffee, is its future direction.
However, for the future positioning of McCoffee, compared with Starbucks to explore boutique ideas, McDonald's believes that cost-effective high-quality coffee is their goal.
In the first quarter of next year, McCoffee US will launch more affordable US $1 drip coffee and US $2 boutique coffee-if it can be "translated" to China (note: McCoffee's existing coffee products are roughly the same as the US-China price exchange rate), not only further lower its existing coffee product price system, but also continue to open the price gap with Starbucks and COSTA.
Chinese consumers still like coffee with such a high ratio of performance to price. In terms of strategy, McCoffee has designed a good blueprint for development, and the degree of future development depends on the future actions of McCoffee.
- Prev
The prospect of the huge coffee market has attracted the covet of many foreign brands.
It is believed that the next 10 years will be an explosive period. At present, whether it is coffee consumption or coffee cultivation, China's industry position appears to be a bit awkward. A reporter from the Daily Economic News previously reported that as a producing area, the output of coffee beans in China is limited, accounting for less than 1% of the world's coffee consumption. Jia Benzhi, senior analyst of coffee industry at Kunming Fumin Import and Export Co., Ltd.
- Next
China's coffee consumption will maintain an annual growth rate of about 20%
For coffee to be truly successful in China, it will have to convince less-visited regions that coffee can complement or even replace tea, especially for some unique coffee varieties. The Wall Street Journal website once reported that as the economic development slows, China's commodity demand may be slowing down, but in a country with a tradition of drinking tea, coffee is even more expensive.
Related
- Professional coffee introduction and tasting knowledge sharing: Why do different cups taste different?
- How to taste a cup of American coffee? What is the key to making a cafe Americano?
- The design principle of the V60 filter cup! Why is the V60 filter cup called V60? What is the difference between a V60 hand-brewed coffee filter cup and a cake filter cup? Who invented the V60?
- Why does mocha pot coffee smell burnt? How to adjust the coffee extract in the mocha pot? What should I do if the coffee in the mocha pot is burnt? Why is mocha pot coffee so easy to overpower?
- Why can't cappuccinos be made takeout? What is the ratio of coffee to milk in a cappuccino? How thick is the milk foam in capuccino? What does Capuccino mean?
- How to make silky and strong salty mocha coffee? How to make a delicious mocha latte? What is the difference between latte and mocha coffee?
- How to use the Aiyue coffee press machine? Who invented Aiyue Pressure? What is the difference between Aiyue brewed coffee and hand-brewed coffee? What is the principle of coffee extraction from Aiyue Pressure?
- How to make the world's top coffee Yejia Xuefei? What are the characteristics of Yejia Shefi coffee? What is the flavor of Yejia Shefei? How to solve the blockage during lightly baked beans?
- What does long extract coffee mean? What is the difference between long-extract coffee and American coffee? What is the difference between Lungo and American coffee? What is Lungo Coffee?
- What does under-extracted coffee taste like? What are the characteristics of over-extracted coffee? How to tell if coffee is over-extracted or under-extracted?