Life is a bit 丨 coffee "deformation"

Zhejiang News Client Planning/Editor Shen Jingjing produced Xie Danying

In the number, there is life.

What are you concerned about, houses, pets, one -person food, or camping, surfing, outdoor travel? Which sports have become the new "net celebrities"? Why did the former "top flow" cuisine be exhausted? Through the platforms such as Douyin, Baidu, Xiaohongshu, Public Comment, Meituan Takeaway, analyze keyword search, article release, video playback and other data, or you can get a glimpse.

Zhejiang News Client's "One Two Two" columns launched a series of "life is a bit" reported, trying to use data to confirm the trend, analyze the modern lifestyle, and pay attention to the "deformation" of coffee in this issue.

How many people are awakened by a cup of coffee in the morning?

If a cup is not enough, let's two cups.

Right now, a cup of coffee is not only the "good recipe" of many office workers refreshing, but also the standard for leisure life and fashion.

We read the "2021 Youth Coffee Life Consumption Trends Insight" released by the First Finance and Economics. The report shows that since 2020, the size of the Chinese coffee market has expanded year by year, with an average annual growth rate of about 30 %. It is expected that it will exceed the trillion yuan by 2025. Essence

The "2022-2023 Chinese Coffee Industry Development and Consumption Requirements Big Data Monitoring Report" released by Ai Media Consultation portrays a portrait of Chinese coffee consumers. Data show that more than half of the survey crowds drink two cups and more coffee per week, of which 21.5%of them drink a cup of coffee every day.

Among the many coffee consumers, more than 70 % of them like to buy coffee at the store.

No matter how small the facade and the filled coffee fragrance, there is a pleasant time, and some people's longing for a better life.

Now watching the coffee shops that bloom in the streets and alleys in the city, you are hard to imagine that when Starbucks first entered the Chinese market, the coffee that was more than 30 yuan a cup of coffee was still a symbol of "petty bourgeoisie".

The change in this situation is due to China's rapid economic and increasing income of residents, on the other hand, due to the increasingly fierce market competition -the listing of Ruixing Coffee in 2019, breaking the long -term "monopoly" by Starbucks' "monopoly" High -priced coffee markets; since this year, facing a new consumption trend, brands such as Ruixing and TIMS have launched various formal discount activities. Starbucks, which has taken the price increase route before, can not be eliminated. Wait for activities.

The price reduction has become one of the theme of the coffee market this year, and it has also promoted more consumers to enter the store and buy coffee.

In addition to the price reduction, the sinking of the coffee brand has also become a phenomenon that the market competition is worthy of attention this year.

The new consumer research report released by Ping An Securities at the end of 2021 pointed out that the penetration rate of coffee in first- and second -tier cities has reached 67%. In new first -tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, and Hangzhou, the number of coffee shops is becoming saturated, and the profitability of opening a new store has gradually weakened.

To this end, brand owners will "migrate" in the focus of competition in the first and second -tier cities, as well as third and fourth -tier cities with large and wide range, and even town and villages.

Analyzing the data reports of major brands, we can see that companies have long insight into the huge potential of the market.

At present, the number of coffee brands such as Starbucks and Ruixing in third- and fifth -tier cities have significantly exceeded the number of stores in first and second -tier cities.

At the same time, with the economic development of third- and fourth -tier cities and small towns, coffee consumption demand is gradually rising, especially young people in counties and towns, dare to spend money and spend money, and upgrade quality living needs through catering consumption through catering consumption. Express.

Big data reports from Meituan further confirmed these situations. In 2022, the coffee stores in the third -tier cities on the platform are the fastest, and coffee take -out orders in fourth and fifth -tier cities have increased by more than 250%.

The dream of opening a shop, but not like the competition in the big city, and some shy young people in the pocket, have moved the brain of "returning to the coffee shop to open the coffee shop". Open.

On the Xiaohong Book platform, there are more than 6100 notes involving "county coffee". In 2021, the search volume of "coffee shop entrepreneurship" increased by 311%compared to 2020, of which 35%came from third -tier and below cities.

Many small cities in China, the number of coffee shops and total consumption in Lishui Qingtian and Jilin Yanji in Zhejiang.

According to the data from the "Survey Report on the Development of the Coffee Industry in Qingtian County", in 2021, the entire Qingtian coffee practitioners had more than 2,000 people, and the annual operating volume of cafes exceeded 80 million yuan.

Walking on the streets of Qingtian, people will meet with a cafe from time to time. The locals laughed: Qingtian people "kill" nearly 10,000 cups of coffee every day. Even the local farmers should drink a cup of coffee before fishing and fishing in the ponds.

In the small red book, there are more than 1,000 notes about "Qingtian Coffee", which shows the popularity of coffee in the local area.

The total population of Yanji City, Jilin is less than 690,000, but there are more than 800 coffee shops. Shanghai, which is nicknamed "Coffee City", has 2.85 cafes per 10,000 people, and the number of Yanji is more than four times that of Shanghai.

Of course, according to the "2021-2022 Chinese New Tea Development Research Report" published by NCBD (Mealing Treasure), the coffee shop is ranked one of the higher categories of coffee shops in the coffee shop. The proportion is as high as 11.5%.

A small coffee shop, to stand in the coffee market in the brand, stand out from a variety of coffee shops. Without some "bloody storms", how can you succeed casually?Although coffee is good, entrepreneurship still needs to be cautious.

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