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Brand story; coffee culture full of market potential-grinding time

Published: 2026-03-14 Author: World Gafei

Last Updated: 2026/03/14, Brand Story in 1918, Chinese mainland was filled with smoke and war. A little boy named Anan was unfortunately abducted and sold to Nanyang and became a slave to a coffee bean farm in Sumatra. Lucky God did not abandon him, coincidentally, he became the savior of the landlord, who not only restored his freedom and let him participate in the management of the manor. Unique to the Chinese

Brand story

In 1918, Chinese mainland was filled with smoke and war. A little boy named Anan was unfortunately abducted and sold to Nanyang and became a slave to a coffee bean farm in Sumatra. Lucky God did not abandon him, coincidentally, he became the savior of the landlord, who not only restored his freedom and let him participate in the management of the manor. The Chinese people's unique diligence and loyalty have given him the opportunity to devote himself to the study of coffee planting, grinding, cooking and other processes.

Later, when Laozhuang died, Anan also left this sad place and settled in Singapore. Thirty years of coffee love gave him the idea of starting a cafe. So the first handmade grinding cafe in the Chinese community opened for grinding time!

After 10 years of running-in, he has developed a set of coffee recipe that is most suitable for Chinese, which is well-known locally and is well-known as the most suitable coffee shop for Chinese. Piaobo's life has gone through all the mulberry trees. The plot of homesickness has been entangled for a century. In the end, the old man was unable to return to his hometown, so he had to tell the child that he and his excellent skills must return to the mainland to share the bitterness and joy of coffee with his countrymen. Grinding time Cafe, which originated in Singapore and is popular all over the world, is a well-known coffee brand loved by Chinese people all over the world. It was introduced to Chinese mainland Hefei by Singapore Grinding time Coffee Co., Ltd. in October 2008, it became the first hand-ground coffee shop in the Chinese community. its completely developed for Chinese taste, making it one of the most popular local cafes. In 2010, Grinding time adjusted its long-term development goal to "where there are Chinese, there is Grinding time!" This move makes grinding time gradually become the focus of the industry. While the grinding time lived up to expectations, shining the global Chinese market with a strong brand image, strong cultural atmosphere, successful market positioning and * * mode of operation.

At present, in Hefei, Grinding time has opened six direct stores with an annual turnover of more than 9 million, more than 80 have been authorized to join in the mainland, and more than 50 have been opened, and the chain network has formed a scale.

Grind time Cafe is mainly leisure coffee, and the consumer group is the fashionable young white-collar workers aged 18-35. This consumer group accounts for 30% of the population in China and will increase year by year, so coffee also has a huge market potential in China.

The company plans to develop 100 chain stores in China in the next two years, so that after the grinding time, which is the best representative of the Chinese style, is also loved by the Chinese people, so that every Chinese does not go abroad. You can also feel the warmth, kindness and humanity of the grinding time.