5 yuan coffee becomes trend?Is the coffee in the inner roll in the future of Starbucks or Honey Snow Ice City?

In the Chinese beverage market, coffee is undoubtedly a very special category. As an important type of beverage, coffee has become a "renewal artifact" for many urban workers. In terms of quality, today's coffee is necessary for many people to work, especially low -cost coffee at about 5 yuan in the last 5 yuan. Bingcheng?

1. 5 yuan coffee becomes trend?

According to titanium media reports, the current coffee in the Chinese market has also gone through the process of penetrating downward, and gradually radiated from the first and second -tier to third- and fifth -tier cities.

Trying to seize this sinking trend is the old face of the tea industry -Mi Xue Bingcheng. Its wholly -owned coffee brand "Lucky Coffee" is rapidly expanding in the market.

Like the brother brand Mi Xue Bingcheng, lucky coffee also focuses on the ultimate cost performance: 5 yuan ice American style, 6 yuan latte, 5-7 yuan fruit coffee, the most expensive and only 15 yuan, its price is not only lower than Starbucks It is even cheaper than Ruixing, who is known as "Starbucks Audience".

The official website data shows that lucky coffee opened in April 2020. As of July 30 this year, the number of stores across the country reached 1,400. Based on the number of stores, lucky coffee is already the fourth domestic coffee brand, second only to Ruixing, Starbucks and NOWWA Norva coffee.

Lucky Coffee once said in its franchise information that after visiting the beverage market in multiple provinces, it was found that the existing grinding coffee below 15 yuan was completely blank. Even Ruixing, known for its affordable, is 13 yuan a standard American style. The lucky coffee for positioning coffee, with the same Arabic bean as Starbucks, only sells 5 yuan a cup.

In fact, it is not just lucky coffee. At present, there are "ultra -low -cost coffee" in China in China. Positioning is very similar to lucky coffee, such as "Cubic Coffee three -cubic coffee", "dry coffee people" and "warart coffee", of which The more well -known "migrant coffee" has opened more than 20 stores in Wuxi and surroundings. The main American coffee sells only 4 yuan per cup. This also proves from the side that the "ultra -low price" of coffee is not non -profit.

There are also many milk tea companies who want to enter the coffee market. According to the AI ​​Finance News Agency, at present, the coffee shops and new tea shops on the market are constantly penetrating into each other's camps. Rui Xing and Starbucks sell tea And the new tea markets such as Xicha, 1 point, ancient, Shanghai Auntie, COCO, Mixue Bingcheng and other new tea markets have begun to fight the coffee market. AI Finance found that most of the new tea brands on the market have added a lot of coffee drinks on their menu. For example, the order interface of most stores in Beijing has a "coffee" sub -menu, which currently sells 5 coffee drinks including vanilla latte and American style. Naixue's tea also launched a "boutique coffee" column, which is currently selling 8 coffee drinks such as oat coffee, raw coconut latte, and Kabchino.

Second, the coffee of the inner roll will be Starbucks or Honey Snow Ice City in the future?

In fact, seeing the comprehensive sinking, milk teaization, and low price of coffee will not make people feel surprised at all. Why is there such a phenomenon? How can we analyze the current coffee market?

First of all, low -cost coffee is too normal. Speaking of coffee, the first impression of many Chinese people is basically two, either the rapidly dissolved Nestlé, or the high -end Starbucks, but how much can coffee be worth it? From the perspective of Nestlé, you can buy a cup of quick -soluble coffee in one more piece, but if you look at it from the perspective of Starbucks, a cup of coffee is twenty or thirty, so some people will say that industrialized quick -soluble coffee Coffee is not cheap. However, don't forget that in the United States and Europe, Starbucks is just as ordinary as our Shaxian and Lanzhou ramen. A cup of Starbucks is only one dollar. Is it really expensive to calculate it with local purchasing power?

As a paragraph that said on the Internet before, the so -called coffee is just a foreigner’s soy milk. In fact, it seems that it seems that it is the same. They all feel the same work. When we carefully study coffee, we will find that a cup of low -cost coffee is really not expensive. If you only drink American style, the amount of coffee beans is only ten grams to twenty grams. The price is very different, but in fact, the good Arabica coffee beans are also a maximum of hundreds of yuan per pound. It is really subdivided into a cup of coffee. As for friends who like to drink latte, the fresh milk and sugar inside, this price is just everyone's own purchase habits. If you use the most common ingredients, it is normal for a cup of coffee to be less than 5 yuan.

The reason why we buy coffee is more expensive, but the different brands of various brands are different from the cost of urban costs that are different from various cities. In fact, the most important thing for a cup of coffee is these two costs, not the cost of coffee we are familiar with. Is there a reason why such cheap coffee can make money?

Secondly, the prevalence of low -cost coffee is the process of consumption return. Previously, the reason why coffee is so high is that the core reason is that in the process of consumption, drinking coffee in high -end cafes such as Starbucks as a social currency, drinking Starbucks without a Mac or iPad does not have a Mac or iPad. I am embarrassed to drink. The main function of ordering a cup of coffee is to send a circle of friends instead of drinking. Now that the market has gradually recovered rationality, everyone has gradually returned to a normal level for the drinking of coffee. Not other attributes of coffee. Therefore, we saw the process of returning the coffee market, and several of them were becoming increasingly significant: First, coffee in first -tier cities began to gradually normalize. As the earliest penetration of coffee culture in first -tier cities, everyone drinking coffee is accustomed to it. Naturally, everyone no longer pursues the force of coffee, but is more concerned about the taste and function of the coffee. Fast food restaurants coffee, even the coffee machine of the company's coffee machine, and the ears they bought by themselves, as long as you can drink it.

The second is that coffee in the sinking market begins to become popular. For the sinking market, the current coffee culture is officially a process of transition from high potential to low potential energy. Friends who are familiar with physics know that in the process of potential energy transformation The current coffee market has this capabilities. The coffee drinking culture of first -tier cities has begun to sink the market to accelerate the expansion of the market. Combined with the strong entry of low -cost brands like Mixue Bingcheng, it can not only use the low labor and rent costs of the sinking market, but also accelerate the expansion of the market.

The third is that the melee of the full coffee market is gradually fierce. At present, the coffee market has begun a comprehensive market war. We have mentioned that the current coffee market can be described as the magical powers of the Eight Immortals. Or all kinds of lucky coffee, milk tea coffee, convenience store coffee, fast food restaurant coffee, all companies are entering the coffee market. The competition in the market has become increasingly hot. Thick milk latte, oat iron, or star ice -like products, market competition is fierce.

Under such circumstances, the coffee market will inevitably return, and the popularity of low -cost coffee is just a appearance of the return of the coffee market.

Third, the future coffee market is destined to belong to normal coffee. As we raised earlier, in fact, the space for high -priced coffee in the future in the Chinese market will definitely be gradually compressed. Everyone's demand for coffee will become increasingly normal, especially with the popularization of domestic and standardized, the low prices of coffee low prices of coffee The trend will actually prevail.

This is because, on the one hand, coffee making is getting easier and easier. Whether it is hanging ear coffee or domestic Yunnan and Hainan coffee beans, the coffee market will help the coffee market. When hand -coffee, the civilianization of the coffee market is inevitable. Especially in Chinese coffee, coffee is gradually recognized by the market, and market demand has begun to tend to be more normal.

On the other hand, standardized coffee will further reduce the threshold of coffee. In fact, the current coffee machine is becoming more and more standardized and simplified. Very easy, as long as simple training can be learned, standardization can be achieved very simple, and naturally can make the coffee market more affordable.

Therefore, although the future Chinese coffee will become boutique, it is the real trend of coffee to make boutiques entering ordinary people's homes. Is the development logic of such coffee market development?

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