Coffee semi -annual report: Baihua and the track are hot, attracting capital competition

Cover news reporter Meng Mei Wu Yujia

On June 21, NOWWA Norva Coffee announced that 100 stores opened, and more than 100 stores opened in Shanghai, Wuhan, Chengdu, Guangzhou and other places. In addition to the emerging chain coffee brands represented by Norva Coffee, M Stand, SEE SAW, Manner, etc., in addition to attacking the city across the country, Starbucks and Ruixing, the opponents of the first army in the industry. The operating cost was high, and the price increased in the first half of the year. Ruixing, who had delisted from Nasdaq, also achieved a big turn over. In addition, cross -border players such as Li Ning and China Post have squeezed into this track, trying to split a share.

Compared with other countries, coffee market development still belongs to the early stages, and the coffee market is still very broad. Throughout the first half of the year, "fiery" is undoubtedly the keywords of the coffee track, which has attracted the sought after by capital.

"Coffee Two City"

Chengdu's unique coffee culture and coffee business are taking shape

Chengdu is a city that drinks coffee into life, and is also an excellent city to observe the coffee industry.

The "Development Report of the 2022 China Coffee Category" shows that the number of stores in Chengdu in 2021 increased by 8.2%year -on -year. By 2022, the number of stores increased by 18.2%, approaching the growth rate of the overall coffee market.

In addition, in 2021, the number of coffee orders in Chengdu on the US group increased by 189%year -on -year. Among the TOP5 in high coffee cities, in addition to the four first -tier cities in Guangbei, it is Chengdu.

Search for "Chengdu Coffee" through X check, and there are 7,974 related search results; search for coffee shops through the public comments, showing about 15,815 related information. From Yulin Fangcao Street to Chunxi Road, Mengwan Bay, from the urban business district to the streets and alleys, the scale of independent cafes with popular fireworks in Chengdu is gradually expanding. Different cafe is different from the chain coffee brand. It is even more niche. It is a coffee shop for individual independent design and management. The "Shanghai Coffee Consumption Index" released by the First Financial · New First -Tier City Institute in 2021 shows that the proportion of independent cafes in Shanghai is 57.01%, and its proportion in Chengdu reaches 81.07%. According to the data released by Meituan, "the total number of independent cafes in Chengdu has reached the second in the country, second only to Shanghai."

Behind the opening of the store opening, urban renewal, block construction, brand influx, the principles and barista converge, and the industrial chain is perfect ... Chengdu coffee ecological prototypes are beginning to be the first, and Chengdu's unique coffee culture and coffee business are taking shape.

Blossoms of the chain brand

Starbucks and Ruixing ranked first in the first camp

Jump out of Chengdu and take a look at the coffee market in the country.

As of May 1, 2022, there were 117,300 coffee stores in Mainland China. The existing coffee market size reached 8.97 billion yuan, and the order increased by 178.7%year -on -year, far exceeding the categories such as tea, Chinese pastry, snail powder.

At present, China's coffee market is in a state of "all flowers". The deep analysis report of the coffee industry released by China Merchants Securities shows that the head brand is mainly based on the comprehensive product value and the large chain brands applied by multiple scenarios, focusing on the creation of "third space"; The rise, the cost -effective coffee brand that focuses on the "fast coffee" scene is rapidly seizing market share by virtue of "mid -range quality, low -end price". Small boutique chain coffee brands pursue extreme product quality are also popular with the new generation of consumers. Diversified coffee consumption demands make different types of coffee stores form a differentiated competitive pattern.

Starbucks has obvious advantages in the market share and stores. The leading status has been relatively stable. Ruixing Coffee operates through the Internet and focuses on the ultimate cost performance. Based on the capital industry in the country's horse -ranging circle, it has entered the first camp. Traditional comprehensive chain brands such as Pacific Coffee, COSTA, and Shangdao Coffee have occupied a place through many years of deep cultivation operations. PEET's Coffee,%ARABICA and other boutique coffee chain brands are pursuing extreme quality. The number of slow coffee scenes is still limited. The competitiveness needs to be improved Essence

A cup of coffee capital rivers and lakes

The future of the 100 billion market is available

Ai Media Consultation predicts that the Chinese coffee market has entered a stage of rapid development, and the market size is expected to reach 1 trillion yuan in 2025. According to data from the National Family Electrical Appliance Industry Information Center, in the first three quarters of 2021, the scale of my country's coffee machine market exceeded 1.3 billion yuan, an increase of 19.6%year -on -year.

The vast market prospects have made various capitals optimistic about the coffee track, and they will not hesitate to smash the real gold and silver. In addition to star investment institutions such as Sequoia, IDG, and Temasek, there are also Internet leaders such as Tencent, byte beating, and Meituan. At the same time, many listed companies entered the bureau as "cross -border" and "industrial chain division".

Data show that only nearly 30 investment and financing incidents in the coffee industry last year alone, the overall financing amount exceeded 17 billion yuan. Since the beginning of this year, capital's enthusiasm for coffee tracks has not decreased. Chain coffee brand Seesaw Coffee, crooked coffee, coffee supply chain service provider Le drink innovation, coffee wings, etc., of which SEESAW COFFEE, which is led by Black Aite Capital and Cornerstone Capital, completes hundreds of millions of A ++ rounds of financing; Lejian Innovation Technology (Qingdao) Co., Ltd. announced the completion of nearly 50 million yuan in Series A financing. This round of financing was led by Shengjing Jiacheng and the second phase of Kuanzang Chuangchuang. Old shareholder Lin Cheng Capital increased its capital again. This round of funds will be mainly used for brand, supply chain construction, and store expansion. The coffee wings of the head brand of China Smart Coffee Machine Taoism announced the completion of a new round of financing up to 100 million yuan in financing. Essence In addition, TIMS China has announced an additional financing commitment of US $ 194.5 million (approximately RMB 1.229 billion). In addition, Ruixing, who was once delisted from Nasdaq, has been reborn in Nirvana, and in the first quarter, it realized the first business profit since its establishment. Industry insiders said that under the general trend of consumption upgrade, a large amount of capital assistance, my country's coffee companies actively use information, digital technology and Internet thinking to innovate. New formats, new products, and new marketing games have continued to emerge, promoting the Chinese coffee industry Continuously, the 100 billion coffee market is expected in the future. The future coffee industry will be a competitive pattern of multi -player, multi -product, and multi -business format.

expert's point:

China's local brand rises strongly

Coffee is a track that has both flow and social

Professor Xu Jian, deputy dean of the China Academy of Urban Governance of Shanghai Jiaotong University believes that in the past two years, a highlight of the coffee industry is the strong rise of Chinese local forces. This is inseparable from China's urbanization rate. At the end of 2021, the urbanization rate of the permanent population in my country was 64.72%. Consumers' coffee drinking habits were gradually developed, and first- and second -tier cities were particularly obvious. The accumulation effect and scale of cities constitute a huge consumer market, attracting local emerging brands to enter the game.

Regarding the coffee track for capital, Xu Jian believes that coffee is a track that has both traffic and social networking, combining online and offline. Many coffee brands will use LBS (location -based service) such as public comment to become a net red punch place, and then provide traffic through offline social space to gather traffic.

Is it a good business to open a coffee shop? Xu Jian believes that although the coffee competition is hot, opening the cafe is not a good business. Xu Jian explained that the independent cafe does not have the support of the capital market like a chain coffee brand. It is too high to invest in equipment, store rents, manpower, raw materials, etc., but the market competition is fierce. It is unknown whether it can be entered.

If you want to enter the coffee track, what opportunities are worthy of attention? Xu Jian believes that at present, the coffee industry in China is actually a lack of an industrial chain, such as small appliances making coffee. If you do this, you can sell it to the world and avoid this red sea competition with the coffee shop as the core. Because our other small appliances have proved that Chinese manufacturing has this ability. Data from the National Household Appliance Industry Information Center showed that in the first three quarters of 2021, the scale of my country's coffee machine market exceeded 1.3 billion yuan, an increase of 19.6%year -on -year, and it was significantly ahead of the remaining major kitchen appliance categories. Benefiting from the booming drinking coffee market, my country's coffee machine industry has also ushered in a period of rapid development.

Reporter fast comments: Is it a good business to open a coffee shop?

Professor Xu Jian answered this question before, and the author agreed. Seeing large and small coffee shops from Shanghai, Chengdu, Beijing, and Hangzhou, there is only one question that I am worried about: Do you make money? Aside from the cost of coffee beans, rent and manpower are all overwhelming. Although the niche coffee shop emphasizes its unique taste and taste, there are very few coffee shops that make their own "logo" in the real sense, but they are not as stable as "Starbucks" in the eyes of coffee friends. From the perspective of lifestyle, the entire market has not yet formed a guide. Coupled with the chaos in the price market, a cup of 473 ml of latte sells for more than 30 yuan in Starbucks, but it is possible to sell for 49 yuan or more in independent coffee shops. It is really not a cost -effective. All of the above, let us see the ups and downs of various store opening and closing stores in the market. There are very few shops that really survive. Opening a coffee shop, it looks beautiful, but there is a probability that it is a feather.

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