Jiang Han: 5 yuan low -cost coffee prevailing is the process of consumption return

Zhongxin Jingwei September 8th. Question: 5 yuan low -cost coffee prevailing is the process of consumption return

Author Jiang Han Pangu Think Tank Senior Researcher

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, today's coffee is a need for many people to work, especially low -cost coffee of about 5 yuan gradually becoming popular. Who will the future coffee market belong to?

According to media reports, the current coffee has also gone through the process of penetration in the Chinese market, gradually radiating from the first and second lines to third, fourth, and fifth cities. 5 yuan ice American style, 6 yuan latte, 5 to 7 yuan fruit coffee appeared on the market. These coffee pricing is not only lower than Starbucks, but even more cheaper than Ruixing, who is known as "Starbucks Aquat". Essence There are also many milk tea companies who want to enter the coffee market. The coffee shops and new tea shops on the market are constantly penetrating into the other party's camp. name.

In fact, coffee's sinking, milk teaization, and low price in the Chinese market are not surprising.

First of all, from a cost perspective, low -cost coffee is normal. If you only drink American style, the amount of coffee beans is only a dozen grams to twenty grams. Although the price of coffee beans of different categories is very different, the price of Arabica coffee beans in the market is more than tens of yuan to hundreds of hundreds. Yuan Yitian, the cost of converting to a cup of coffee is not high. Even if fresh milk and sugar are added, it is normal to be calculated based on ordinary ingredients. The reason why consumers feel that buying coffee is more expensive, but it is caused by different brands of various brands and different cost factors between various cities.

Secondly, the prevalence of low -cost coffee is the process of consumption regression. Previously, the reason why coffee was so high is that the core reason is that consumers take coffee in high -end cafes such as Starbucks as a social currency in the process of consumption. Now that the market has gradually recovered rationality, the drinking of coffee has gradually returned to normal standards. Therefore, we see the process of returning the coffee market. Several phenomena are increasingly significant:

First, coffee consumption in first -tier cities is gradually normalized. As the earliest penetration of coffee culture, first -tier cities have gradually thought of drinking coffee practices. Compared with the so -called social attributes of coffee, they are now more concerned about the taste and function of coffee.

The second is the popularization of coffee consumption in the sinking market. The coffee drinking culture of first -tier cities has begun to sink the market to accelerate the expansion. Based on the strong entry of low -cost brands, 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 coffee market has gradually become hot. Various companies have entered the coffee market. The market competition has begun to become increasingly fierce. Almost every one is talking about Arabica. Each one has thick milk latte, oat iron, or star ice -like products. The market competition can be described as 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.

Again, as consumers' demand for coffee is increasingly normal, especially with the popularization of domestic and standardized, the low price trend of coffee will actually be further prevalent. This is because, on the one hand, coffee making is becoming easier and easier, and Chinese coffee beans are gradually recognized by the market, and market demand is more inclined to normal. On the other hand, standardized coffee will further reduce the threshold for coffee consumption. The popularity of products such as coffee machines has made the coffee market more affordable.

In general, although the future Chinese coffee will become boutique, letting boutique entering ordinary people's home is the real trend of coffee consumption. (Zhongxin Jingwei APP)

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Editor in charge: Zhang Yan

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