Convenience store coffee is hot: competing with cafes for business has become a reality

Convenience store coffee in the mainland has never been as hot as it is today.

To some extent, the coffee level of convenience stores in a region can often accurately reflect the situation of the coffee market in the region. At present, it seems that the new wave of coffee in mainland convenience stores is surging.

For example, the whole family convenience store coffee, please star endorsement, large-scale media launch, brand promotion is not strong. The increasingly rich customer base and market make it a reality for convenience stores to grab the business of cafes.

Jiamen | Xiwu, from Shanghai

The coffee battle at the convenience store is about to begin?

The whole family did it.

Over the past month, hype about the convenience store brand's freshly ground coffee has been frequently seen on social media, Metro Dabing, some lifestyle apps APP and, of course, outside its stores.

In the video, Chen Yihan, a healthy and energetic actress, takes pictures along the way with a cup of coffee and cardboard in the shape of a cup of coffee.

The endorsement of ▲ is Chen Yihan, who is known as the "vigorous girl".

"I met a beautiful cup on the street corner." The style is very light, warm, small and fresh.

With a series of promotions such as video advertising, H5 and "relay drying", the guest coffee has been fermented rapidly.

It is understood that Kaka Coffee is not a product that came out of nowhere this year. The whole family's coffee brand was born in 2015 and upgraded its image and taste in the following year.

The whole family uses the WMF automatic freshly ground Italian coffee machine. The current price of coffee is 10 yuan for American style, 12 yuan for latte and 14 yuan for mocha.

This price can certainly be called parity in coffee products, but there are already many coffee options in the same price range.

For example, freshly ground coffee from McDonald's and KFC, such as coffee from other convenience stores, and even cheap attempts by some boutique coffee shops or online brands.

Although there is no lack of discussion about the "convenience store coffee" market, which is segmented by where it is sold, the frequency is not too high. The general impression is that it is "cheap, efficient and convenient"-more tolerant of the expectation of the taste of coffee itself.

Now, it seems that they do not want to be recognized like this, and according to the strength and breadth of the current publicity of the whole family, this coffee product has an important place in its market strategy this year.

▲ used a hollowed-out cup-shaped whiteboard to promote for a long time

It is worth noting that the whole family highlighted the use of Guatemalan coffee beans in the promotion. It is said that this coffee bean from the Panchoy Valley, which is 1500 meters above sea level, has a caramel taste, a distinct cocoa and chocolate finish, and a mellow finish.

The whole family even created a well-made H5 promotional page for the bean. It seems that it wants to be affirmed in taste, at least in terms of transmission effect.

Convenience store coffee, who do you want to sell it to?

What kind of people are the easiest to walk into a convenience store?

"celibate, young, well-educated, new Shanghainese. I like to use good things and rent in an old-fashioned public house in the city center in the 1990s, where there is no one to cook. "

This is the description of Zhang Sheng, general manager of Shanghai Lianhua Rosen Co., Ltd.

First "young", then "Shanghai", and "no one cooks".

A survey of young consumers under the age of 35 shows that they visit convenience stores more often than large superstores, and convenience stores are becoming a habit of their lives.

According to statistics from convenience stores such as the whole family and Rosen, about 60% of shoppers buy ready-to-eat products such as bento-saving shopping time, simplifying the decision-making process and saving time and effort compared with large supermarkets.

▲ many young people are used to spending money in convenience stores.

In such a consumption scene, coffee is not only an afternoon tea break, but also one of the important meal options, there is a relatively rigid demand.

Another phenomenon that does not know whether it is a coincidence is that the number of convenience stores in the regional layout is often positively correlated with the maturity of the coffee market.

For example, Shanghai.

At the end of 2015, there were more than 6000 convenience stores in Shanghai, about three times the number in Beijing. Looking at the whole family brand alone, as of March 31, 2016, it had 1554 stores in mainland China, including 990 in Shanghai.

According to the data shown by Dianping, there are nearly 5800 cafes in Shanghai at present. Chain brands, boutique pavilions, theme space, the survival rate is also relatively high.

7-Eleven, another convenience store brand, has more than 1100 stores in the mainland, of which more than 700 are in Guangzhou. According to big data, there were 2556 cafes in Guangzhou by the end of 2016.

▲ Cafe? Convenience Store?

Climate, pace of urban life, consumption level and consumption habits. The growing environment required by convenience stores, to a certain extent, can also measure the soil needed by the coffee consumption market in a region.

Conclusion

At present, the whole family guest coffee is more focused on the target customer groups with demand for coffee products themselves, and find the icing on the cake consumption increment in the relatively mature market.

For the coffee industry, there is still a long way to go to open up the mass consumer market for coffee through convenience stores.

At the very least, wait for convenience stores to open in front of more consumers' neighborhoods or downstairs.

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