Tea drinks and coffee are widely sought after by consumers

The outdoor sample group of Kaidu Consumer Index (affiliated to CCTV Market Research (CTR) in China) found that in the outdoor beverage market in first-and second-tier cities across the country, the contribution of current beverages in 2016 has reached 45%, and its penetration rate has reached 66%, that is, people who buy ready-made drinks at least once in 2016.

The average price of current drinks is 15.2 yuan per cup, which is much higher than 3.8 yuan per bottle of packaged drinks.

Under the spring tide of upgrading consumption, the market for current beverages is highly expected.

At present, consumers in China's first-and second-tier cities buy ready-made drinks an average of 14.3 times a year, and if each consumer buys more than once a year, it can bring 1.8 billion growth to the entire market.

The study of Kaidu Consumer Index found that

From a seasonal point of view, generally speaking, summer is the peak sales period for packaged drinks. For ready-made drinks, the Kaidu Consumer Index study found that the peak is more concentrated at the beginning of the year.

This is mainly because hot drinks account for 52% of sales of existing drinks, and consumption in winter is more important than in summer. In addition, the Spring Festival is also the peak time for people to get together, which will trigger more consumption opportunities for ready-made drinks.

There is a big difference in consumption between coffee shops and tea shops.

Coffee and tea, as more and more popular products in current drinks in recent years, have obvious characteristics in channel distribution.

Coffee shops account for nearly half of the current coffee market, while tea shops are dominant in the tea market, accounting for more than 70% of sales. So are these two important channels the same in terms of consumption habits?

In terms of drinking time, Kaidu Consumer Index data found that the afternoon period is the peak of drinking, especially tea. As a kind of leisure drink in our life, current drinks become the companionship of people after work in the afternoon or leisure time on weekends.

The study of the outdoor sample group of Kaidu Consumer Index shows that the most important reason for coffee consumers to buy coffee is to buy coffee habitually, and drinking in the store is the most important drinking place.

Jack Ma once said at a Starbucks staff meeting that "Starbucks is not just a cup of coffee, it is an attitude towards life." As a way of life that has sprung up in recent years, the interior decoration and environmental construction of coffee shops are particularly important.

How to make consumers feel that this is a coffee shop with connotation, which can meet their pursuit of their inner ideal life, is a problem that coffee shops need to seriously consider.

In contrast, people's consumption preference for tea is not the same. The main reason for buying tea is to like its taste, while the place to drink is more likely to drink in the street and shopping.

Therefore, when choosing the location, the tea shop should pay more attention to the layout in the pedestrian street or shopping mall with more people flow, and pay attention to the quality at the same time.

Just like the popular "Xi Cha", which is located in the people's Square business district with a large flow of people, it also claims that the bottom tea adheres to the practices of 100 degrees high temperature water and 60 seconds high pressure extraction, and does not accept any franchise stores, so as to protect its own brand to the maximum extent and ensure good word-of-mouth dissemination.

Convenience stores accelerate their entry into the ready-made coffee market

In recent years, with people's pursuit of living standards, convenience stores with its strong convenience in the overall offline retail in the cold winter, the rapid growth.

And the major foreign convenience stores have also set their sights on the cake of ready-made coffee. With their successful experience in Japan and Taiwan, they have tried out the Chinese mainland market and launched their own-brand coffee, such as 7-11 "City Cafe", Hixoto's "like Coffee" and the whole family's "Guest Coffee".

Looking at the current Beverage Market from Xi Tea and convenience Store Coffee

The study found that consumers' coffee consumption habits in convenience stores are very different from those in coffee shops. As the coffee in convenience stores has an obvious price advantage over coffee shops, it is more attractive to those post-80s office workers who work hard for their careers.

In terms of purchase time, buying coffee at convenience stores is more likely to take place during breakfast and morning hours; taking it to the workplace or drinking it directly on the road is the main place of consumption.

Consumers' demand for convenience store coffee is very obvious, hoping to use coffee to awaken the tired body and mind in the morning.

Therefore, convenience stores can rely on the number of stores and purchasing advantages, it is convenient to provide cheaper coffee to attract passenger flow.

It is out of these considerations, for convenience stores, as far as possible to open stores in residential areas or offices to highlight convenience, while improving the quality of coffee, so that consumers feel good value for money, can better give their brand a foothold.

With this function and emotional appeal, the family's guest coffee launched a warm new advertisement in the early spring of 2017. Chen Yihan, as the spokesman of the whole family's guest coffee, the healthy and lovely image brings a beautiful encounter around the street corner.

In addition, along with this brand-new advertisement, there is a H5 work of the same name, holding a cup-shaped paper-cut of guest coffee with Chen Yihan to encounter beautiful things in different scenes.

Focusing on warm hot drinks, the street consumption of post-80s women in the city is the core of this round of publicity to communicate with consumers, hoping to enhance the target group's awareness of convenience store coffee and improve product penetration and conversion rate.

At present, there are still a large number of consumers in China who have not yet formed the habit of drinking coffee. The coffee shop chain led by Starbucks, as the market leader, has always played the role of market educator.

The convenience store coffee, represented by the whole family, has begun to take the initiative to try to get a piece of the market through misplaced competition.

As consumers gradually develop the habit of drinking ready-made coffee, convenience store coffee will usher in more room for development.