The existing pattern of the market is difficult to shake-why does Starbucks blend into the "5 yuan" market for drinking coffee?

Although the industry is growing rapidly, instant coffee accounts for less than 2% of the beverage industry as a whole. On the one hand, this shows that there is more room for growth of ready-to-drink coffee, on the other hand, it reflects the awkward situation of "high price and small quantity" in the ready-to-drink coffee market. Based on this, the above industry people said that Starbucks has created a new market for high-priced ready-to-drink coffee, which will be followed by companies in the future, but the biggest problem facing this market is "high price and small quantity". "although beverages also tend to be high-end, the market is still narrow.

It is reported that before 2003, the domestic ready-to-drink coffee beverage market was in the stage of enlightenment and did not form a large sales volume. With the increasing diversification of the beverage market, subdivided categories emerge in endlessly, and coffee drinking has also made great progress. From 2003 to 2008, Uni-President Yaha made a strong debut, Nestl é, Kraft and other foreign enterprises continued to make efforts, the domestic ready-to-drink coffee market entered a stage of rapid growth, and the overall sales compound growth rate reached 15%. The report on Market Research and Investment Strategic Planning of China's Coffee Industry from 2015 to 2020 released by the Industry Information Network further shows that the market size of ready-to-drink coffee reached 3.948 billion yuan in 2014, an increase of 34.7% over the same period last year.

Coca-Cola did not disclose Qiaoya's market share and sales, but used the "rising period" to evaluate the performance of the product at this stage. The supermarket person further said: "Qiaoya's delivery speed is indeed worthy of recognition, Coca-Cola with the help of the original channels to help Qiaoya quickly fall to the ground." But the products and brands really failed to compete with Nestle.

5 yuan has become the mainstream

For Starbucks and Kang Shifu both join hands to join the ready-to-drink coffee market, the above-mentioned industry people said that they are further optimistic. "but in terms of pricing, Starbucks products will not compete with Nestl é."

A reporter from the Beijing Business Daily learned from Starbucks that Starbucks' guidance price for new products is more than 15 yuan, and the specific price is determined by the channel vendors themselves. The mainstream coffee in the market is priced at about 4-7 yuan.