China ’s first -tier and second -tier cities drink 3.8 cups of coffee coffee coffee coffee stores and sales volume to lead the country

Guangdong contains a high concentration of "brown", and the number and sales of coffee stores lead the country

After becoming the main body of consumption, life has been labeled with enjoyment, leisure, experience, tide, innovation and other labels. From "0 sugar and 0 cards" to "raw coconut latte", the core method of joint marketing, cross -border, and new coffee brands breaking the circle of marketing. For young people who "American" "unsolved life, drinking a cup of latte", coffee is no longer just a refreshing drink. Going to the cafe is not just for drinking that cup of coffee, but gradually becoming a daily life, becoming a daily life, becoming a daily life, becoming a daily life, becoming a daily life, becoming a daily life, becoming a daily life. Part of life.

According to the "2022-2023 Chinese Coffee Industry Development and Consumption Requirements Big Data Monitoring Report" released by Ai Media Consultation (hereinafter referred to as the "Monitoring Report"), the market size of the Chinese coffee industry in 2021 reached 381.7 billion yuan, and it is expected to be 2022 in 2022 It reached 485.6 billion yuan. With the changes in the concept of public diet, the Chinese coffee market is entering a stage of high -speed development. The rise of new brands is faster. It is expected that the coffee industry will maintain a growth rate of 27.2%. In 2025, the Chinese market will reach 10 billion yuan. The rapidly growing coffee consumer market is a seductive big cake. "Cross -border" players in different fields have poured into the coffee track and coffee products. +"Consumer scenarios are being built.

■ Planning: Luo Yun

■ Coordination: Liang Yan

■ Writing: New Express reporter Liang Yan

■ Figure: Liao Muxing

Fancy Corception: Products gradually enriched

According to public data from the International Coffee Organization, global coffee production in 2020 reached 17,5647 pockets, and the overall output remained increased. Observed from the main coffee categories, the two main coffee beans, Robsta and Arabica, have risen in fluctuations, and the output of raw materials upstream of coffee remains stable.

With the diversification of consumers, coffee companies have also begun to develop new products. In addition to the current coffee (including coffee consumption, convenience store coffee, buffet coffee machine, etc.), coffee coffee powder, etc.), quick -soluble coffee, bottle coffee beverages, bottle coffee beverages, self -purchased grinding or hanging ears Coffee, capsule coffee, and coffee liquid. According to the Monitoring Report, in 2022, the sales of coffee liquid in the online market in China have doubled, and the number of merchants selling coffee liquid increased by 20 times. In the sinking market, it has achieved 350%sales growth. Offline, a number of coffee and tea brands have begun to use coffee liquid for special production. The use of coffee liquid reduces the production threshold of tea shops and coffee shops, helps companies reduce coffee production costs, and have a large number of use markets on the B -end. Because of its innovative taste and portable characteristics, it brings scene innovation to packaging coffee on the C -side.

Currently making coffee: Love this bite of "fresh" more love atmosphere

Coffee market: capital booster, return to the air

Enterprise investigation data shows that there are currently nearly 160,000 coffee -related companies in China. In the past 5 years, more than 20,000 new coffee related companies have been added each year. In 2021, China ’s new coffee -related enterprises were 25,900, a year -on -year increase of 15.31%. The "2022 China Coffee Product Development Report" (hereinafter referred to as the "Development Report") released by Meituan shows that as of May 1 this year, there were 117,300 coffee stores in China, and it remained fast under the impact of the epidemic situation. The growth rate. Among them, there are a large number of "cross -border" enterprises.

The seductive big cake of the coffee consumer market attracts the entry of capital. According to data from Ai Media Global Investment and Financing Data Monitoring System, from the perspective of investment and financing, from 2013 to 2021, the coffee industry received a total of 150 financing, of which the amount of financing in the "Internet coffee" era in 2018 was as high as 29 times. From the perspective of investment and financing, in 2021, China's coffee industry has the highest investment and financing amount, exceeding 9 billion yuan, and some popular brands get 2 rounds or 3 rounds of financing even in the first half of 2021. Well -known institutions such as Rong Capital and Black Ant Capital have shot many times.

From the perspective of subdivision categories, the current coffee industry has ushered in a boom in development. The proportion of its industry market size and the total scale of the coffee industry has continued to rise. According to the "Development Report", in 2021, the market size of China's coffee industry reached 8.97 billion yuan, an increase of 2.640 billion yuan and an increase of 41.71%over 2020. It is expected that the market size of the current coffee industry in China in 2023 will reach 15.79 billion yuan. In 2021, the market size of China's coffee industry accounted for 7.94%of the total scale of the coffee industry, an increase of 4.28%from 3.65%in 2013. It is expected that the market size of China's current coffee industry in 2023 will account for 8.74%of the total scale of the coffee industry. Essence

In the data released by the China Commercial Industry Research Institute's "2021 China Chain Catering Industry Report", in 2021, the annual per capita consumption of the Mainland Mainland is 1.6 cups of coffee, and the annual per capita consumption of first -tier and second -tier cities is 3.8 cups of coffee. Compared with the per capita consumption of Japan's per capita coffee, and the current per capita consumption of the American per capita coffee, 313 cups of coffee, the current coffee industry in China still has a broad development space. Although coffee consumption in first -tier and second -tier cities has begun to take shape, it still has a developed country. There is a large gap, and the industry has more room for growth.

Existing coffee is favored by coffee consumers. In addition to "freshness", more and more consumers are enjoying the atmosphere and services of the current coffee shop. This trend has made some independent brand coffee shops with very different styles in recent years, which pays attention to quality and environmental atmosphere. It has become more popular with young people, which has urged the industry's trend of rejuvenation. Regional development: "Corner with Corner in Guangdong"

Many coffee brands have emerged one after another, which has led to the development of the domestic coffee industry chain to a certain extent, and has also allowed many provinces and cities to diffuse "coffee flavor".

According to the "Development Report" data, in the provinces and cities across the country, Guangdong's "brown" concentration is the highest. From 2020 to 2021 for two consecutive years, Guangdong's current coffee -made consumption orders are ranked first in the country. The provinces with the top coffee consumption, order volume, and number of stores are: Guangdong, Zhejiang, and Jiangsu, which are generally weighing with the advantages of new tea.

Under the hot domestic coffee competition, the development momentum of Guangdong's local coffee brands is also very fierce. The coffee brand established in Guangzhou in 2019, "Shi Cui", which has launched the "Snapshot Filter Coffee", has become a hot selling of Tmall's domestic hanging ear coffee. The brand has received 5 rounds of financing, with a cumulative capital of hundreds of millions of funds, with a total of hundreds of millions of funds. Yuan, online retail "Born" Shi Cai, has begun to extend its tentacles to the offline market in the past two years, with a total of 12 stores in the Guangdong -Hong Kong -Macao Greater Bay Area. The local creative coffee brand, which was also born in 2019, has 5 stores in Guangzhou, and has expanded to Shenzhen and Foshan. It is about to land in Wuhan. According to the founder of the brand, the number of stores in the second half of the year will be present. More than 10.

Sinking market: a new battlefield for coffee companies

Data in the "Development Report" show that in 2021, the amount of coffee take -out orders in third -tier cities increased by nearly two times the year -on -year growth, and the number of coffee takeaway orders in the sinking market increased by more than 250%year -on -year. Coffee companies have already insight into the huge potential of coffee in third -tier cities and sinking markets, especially chain coffee brands such as Starbucks and Ruixing Coffee, which obviously start sinking in third- and fourth -tier cities, and launching cheap coffee to attract more potential consumers Essence According to the Monitoring Report, in 2022, the number of coffee stores in first -tier cities and new first -tier cities was 15.91%and 17.98%, respectively. The number of coffee stores in third -tier cities was the fastest, close to 19%, and the market development potential was large. The market growth rate was 11.51%, which was quite trend of "the latecomers lived".

Today, third -tier and fourth -tier cities have become an important market for coffee companies to compete, and the sinking market allows brands to have the opportunity to create a new brand matrix. In order to increase the coffee market share, coffee companies will also customize new categories for customer bases and establish in -depth links with consumer market consumers. Expand new scenes and enrich the life clips of sinking users.

Drink brown at any time: build more "coffee+" consumption scenarios

It can be seen that the consumer group has gradually developed the habit of drinking coffee, and coffee has changed from "rushing fashion drinks" to daily drinks. The "daily" attribute of coffee has also further expanded its drinking scene: The Monitoring Report launched a research and development of the drinking scene of Chinese coffee consumers in 2022. Among the interviewees, the main drinking of coffee during studying or working is the main drinking of coffee during the study or work. The scene, accounting for 70.2%, followed by 51.6%of the respondents to drink coffee when leisure relaxation. Other scenes also have driving or traveling, negotiating business or meeting, staying up late. It can be seen that coffee has penetrated into multiple living and work scenarios of consumers.

So, buy cups at the gas station, taste coffee at the medicinal store, drink coffee in the post office ... "Cross -border" players in different fields have poured into the coffee track.

In April this year, Li Ning Sports Co., Ltd. launched an application for the "Ning Coffee" trademark registration. At present, Li Ning only provides coffee services in the store, hoping to increase consumer purchase experience in retail terminals. In May, Huawei Technology Co., Ltd. applied for a trademark named "One Cup of Coffee Absorb the Cosmic Energy", and Huawei's cross -border entered the coffee market. In June, the first campus store of the post office of China Post Office officially opened at Southeast University, attracting many teachers and students to "check in".

In fact, the giant's cross -border entry coffee track is not a news. As early as 2018 and 2019, PetroChina and Sinopec launched their own chain coffee brands of "Holiday Coffee" and "Yijie Coffee"; in 2021, in 2021, in 2021, in 2021, Tongrentang set up a sub -brand "Knowing Health" and launching traditional Chinese medicine health coffee. More and more "coffee+" consumption scenarios have been constructed, making the industry continue to show new vitality.

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