Under the altar above the economy

Changde Daily reporter Jiang Meirong

In early August, near Wuyi Plaza in the Changsha Dingliu Commercial District, the Five Coffee Five Stores that focused on "New Chinese Coffee & Tea" opened together. Color high -adjustment into the coffee track.

The coffee track of the tea brand is not new. The brands such as Xixue, Naixue, and Books have invested in the current popular coffee brands. Mi Xuebing City has already launched its own coffee brand lucky coffee in the sinking market. If 2021 is the "first year of Chinese coffee", then in 2022, tea brands launched a "arms competition" for coffee.

As we all know, the competition of the tea track has entered the second half, and the coffee track shows a strong growth potential. Once upon a time, a cup of milk tea was popular every day. Now, the standard is standard in the streets. Even on the streets of third- and fourth -tier cities, it is visible to the naked eye that all kinds of milk tea shops that have sprung up like mushrooms, or disappear, or change their heads into coffee shops.

In the past two years, in addition to the tea brand, many head brands have also completed the occupation of coffee tracks. For example, the old -fashioned "Nei Lian Sheng" of the cloth shoes has recently announced that its new consumer brand "Da Nei · Gongbao" coffee is officially opened; the dog ignores the buns clearly entering the coffee track; The old Tongrentang of China also started selling health coffee ... Generally, it is essentially that under the wave of new consumption, coffee is getting out of the ivory tower and facing the public.

Regarding the origin of coffee, the most well -known is the Sixth century of the Epoch -ups, the shepherd Caldai discovered coffee. Regarding the history of coffee drinking, Africa is the hometown of coffee, and the coffee of coffee in African slaves has begun to spread throughout the world. Since the introduction of Hainan planting in 1898, coffee has entered only 100 years in China. In those years in the late 1990s and early 20th century, Chinese people drinking coffee is more of a kind of spiritual consumption. The important thing is not the coffee itself, but the elegance and taste given by coffee as a symbol. Based on this consumer insight, when Starbucks entered China in 1999, he made up his mind to take a high -end route in China. Starting from business people and white -collar workers in high -end shopping malls and office buildings, the first core users were cultivated.

Since its development, China's coffee market has experienced a total of 3 waves. Nestlé and other quick -soluble coffee entered the Chinese market, bringing the first wave of growth; hand -grinding coffee physical stores represented by Starbucks and Costa rapidly expand to drive the second wave of the coffee market; Driven by multi -level consumption demand, the coffee market is becoming more diversified, and the coffee industry is also experiencing reconstruction.

According to the research data of Ai Media Consultation, with the changes in the concept of public diet, the Chinese coffee market is entering a stage of high -speed development. It is expected that the coffee industry will maintain a growth rate of 27.2%, which will be much higher than the average growth rate of 2%in the world. 2025 2025 The size of the Chinese market will reach 1 trillion yuan in the year.

After hundreds of years, coffee was interpreted into another appearance. The author found that under the rise of the rise of the national tide and the flow of China, the exotic products of coffee can be described as gathered into China. Some people change the environment, such as in Chinese medicine shops, ancient temples, and Chinese courtyards; some people change forms, such as covering bowls, created through the scenes of space and setting, let western -style coffee and traditional Chinese culture collided with novelty. Sparks; someone uses raw materials to make articles, such as coffee, which is differentiated on the base, and the main push is the two bases of tea coffee.

It is foreseeable that for Chinese consumer groups, coffee is transforming from "rushing fashion drinks" to "daily drinks." However, compared to the global coffee market, especially the relatively mature markets such as Europe, the United States, Japan, and South America, the per capita coffee consumption of China is still low. For such a relatively early market, the domestic coffee industry is still in the process of continuous attempts and adjustment. In the author's opinion, whether it is innovation in the Chinese scenes of coffee, or the formula of adding bean juice and pepper, each coffee breakthroughs of the boundary is meaningful.

How to make your products innovate and improve quality while making your products more localized? It will become the key to the current and future competition of major coffee brands. As for in the end, which brands can be achieved, and which ways can we win, we wait for the answer.

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