What is the difference between "milk iron" and latte?McDonald's China Purong Coffee Coffee Business

China Commercial Daily (Reporter He Yang) On September 1, McDonald's coffee brand McCy Coffee launched the "milk iron series" and fully removed latte products. According to reports, "milk iron" is stronger than latte. It is a new milk coffee product developed on the basis of grasping my country's consumer coffee flavor. Nearly 2500 Mai Coffee Stores have been sold for a long time.

What is the difference between "milk iron" and latte? Compared with the traditional latte products, the "milk iron" series has also changed the extraction method of the original latte products and the coffee ratio of the original latte products: with a larger amount of powder, coffee Essence, increase the amount of milk by about 30%. In order to better take care of the tastes of different consumers, wheat coffee provides four milk products, including milk, oat milk, thick coconut milk and thick cow milk. Consumers can choose to match according to their own taste.

According to the relevant staff of McDonald's, the "Milk Iron Series" launched this time uses the exclusive M10+patchy beans customized by Mai Coffee, which is compatible with Guatemala, Colombia, Ethiopia, and Luna Coffee Bean. Black flavor.

"According to Chinese consumers 'preference for milk coffee products and the pursuit of high cost -effective products, we have launched a new product of" milk iron', so that customers can enjoy more milk and thicker every day at a value -for -money price every day. Good coffee. "McDonald's Chinese chief executive Zhang Jiayin said." In the past two years, the McCy Coffee brand has grown rapidly. We believe that 'milk iron' will further strengthen the product's product power and continue to attract more Chinese consumers who love coffee. "

China Business Daily reporters have learned that wheat coffee will increase higher -speed growth. It is expected that about 1,000 stores will be added in 2023, and most of them are located in third -tier cities.

In response to the future store opening layout, Jiang Yanli, senior general manager of Beijing McDonald's told the China Business Daily: "Our goal is that there are wheat coffee where McDonald's. At present, Macdima restaurants can be covered in McDonald's restaurant in Beijing, Shanghai, Guangzhou and Shenzhen. In deep cultivation of third -tier cities, most of China's coffee brands are opened in first -tier and second -tier cities, but consumers in third -tier cities have the same needs, and their requirements are getting higher and higher. "

Jiang Yanli said that in recent years, more and more consumers have "functional and rigid" on coffee, and they need high -quality, great value and convenient coffee. Beijing has the largest wheat coffee stores in the country. It is expected that at the end of this year, the total number of wheat coffee in Beijing, Hebei and Shanxi will exceed 400, achieving online and offline ordering and delivery, covering offline counters, mobile phones, and delivery for delivery. platform. Customers can choose to eat or take out in the restaurant, or can easily enjoy high -quality, cost -effective coffee through McDonald's delivery network. At the same time, wheat coffee will continue to launch coffee monthly cards, discounts and other activities through digital platforms to meet consumers' daily "just need" for high -quality coffee.

According to a report released by Ai Media Consultation, the size of my country's coffee market in 2021 is 381.7 billion yuan, and it is expected to reach 485.6 billion yuan in 2022. The coffee industry will maintain a growth rate of 27.2%. In 2025, the market size will exceed 10 million yuan.

Although it has the volume advantage of the store, from the perspective of the price range of 10 yuan to 20 yuan, there are obviously many competitors in wheat coffee, including Ruixing Coffee, Manner, Lavazza, etc. In the border, frequently test water coffee products. Taking Ruixing Coffee as an example, its product price range is 13 yuan to 21 yuan. As of July this year, Ruixing Coffee has reached 7,322 in domestic stores, and it is constantly expanding the sinking market.

There are also opinions that although the coffee track is more crowded, wheat coffee is different from other independent coffee brands. It relies on the McDonald's store system and has a huge user base and a strong supply chain advantage. In other words, wheat coffee can rely on the supply of chain to continue to compress the cost, and then sell it to consumers at a lower price, which is expected to occupy more market share in the future.

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