The Development History of Chinese Coffee-the History and Culture of Chinese Coffee

The Development History of Chinese Coffee-the History and Culture of Chinese Coffee

Starbucks, the representative of the second wave of coffee in Europe and the United States, has also developed and expanded explosively in China. Starbucks'"third space" in the world has become the reason for people to be infatuated with it. "in such a space, people's relationships are free and equal, without a sense of hierarchy in the workplace and without the shackles of various roles in the family, people can release themselves." Compared with the previous small cafes, Starbucks has built a perfect social and identity space. For the first batch of senior white-collar workers who patronize Starbucks, Starbucks has become "standard" for some kind of identity: high-income, tasteful and in line with international standards.

Analysis: television is one of the most widely spread media, television advertising belongs to three-dimensional advertising, while radio, magazines, newspapers and other media belong to print advertising. Compared with the former, the latter is not as vivid and vivid as the former. It is not easy to leave a deep impression, which is also an important reason why consumers generally believe that TV advertising is the main channel to obtain coffee information. Sales promotion is a way of publicity that many businesses like to use, and it has also become a channel for consumers to understand coffee information. From the data point of view, free tasting or applying this kind of direct access to information is very popular with coffee consumers.

Conclusion and suggestion: instant is the mainstream of coffee at present, and taste is the key of coffee. At present, the mainstream products in the coffee market are instant coffee and three-in-one coffee, which have become the main choice of the emerging class because of their convenience, economy and other advantages. For the vast majority of consumers, taste is the main basis for choosing coffee, and instant solution is obviously better than three-in-one in this respect. It is worth noting that the mainstream consumers of three-in-one coffee are not stable consumers of coffee, and their consumption is uncertain. Therefore, we should take into account the two major markets of instant coffee and three-in-one coffee.