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.

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