C said that the new product | 618 coffee track recovers, who is the best "renewal" artifact?

From the crowded coffee market, we can also see one or two: there are coffee brands in the past to open the store to expand: Blue Bottle Coffee opened the first mainland store in Shanghai, Manner officially announced that the 200+ new stores in the country's ten cities opened together, Ruixing stores exceeded 6000 The home surpasses Starbucks; later there are tea, books, and burn of fairy grass, lemon season, sweet la las, and other tea brands have laid out the coffee track; a number of players also sniffed the aroma of coffee, with Li Ning, China Post, China, China Petrochemicals, Wanda, and Tongrentang are represented by the power of the coffee business. There is no doubt that the coffee rivers and lakes in 2022 are getting hotter.

However, from the secondary market, the coffee track has cools a lot. In 2021, the coffee track ushered in a small climax after 2017, with a total of 21 investments. Now more than half in 2022, there are only 4 investment in the coffee track.

On the one hand, it is a fiery player, and on the other hand, it is an investor who tends to be calm. Is coffee or a gold track in 2022? CBNDATA combined with Nint Ren Tuo, through data inventory for nearly two years and the sales and growth trend of coffee during the 618 period, take you from the perspective of subdivisions and brands.

In the past two years, the coffee market and subdivision category have increased together

In May, the peak period of stocking

According to Nint Ren Tuo Tmall data, coffee first -class category quick -soluble coffee/coffee powder/beans have increased by 22%year -on -year in the past year. The year -on -year growth rate of coffee liquid in the third -class category is as high as 215%, which is particularly noticeable. The proportion of sales jumped directly from the crane end of the same period last year, becoming the category second only to quick -soluble coffee.

In addition to coffee liquid, grinding coffee with coffee beans and capsule coffee in recent years, as well as convenience coffee, including quick -soluble coffee and ear coffee, has also grown. Consumption mentality is also more mature, and consumption upgrades have brought more room for growth to the coffee market.

Specifically, in the first half of this year's sales, coffee showed a trend of fluctuations as a whole.

It can be seen that from February to May, the sales of Coffee on Tmall platforms increased year-on-year and reached the peak in the first half of the year in May. Benefiting from the diversification of consumer scenarios, coffee has become the "hard currency" and social currency during the office office, so it is exempted from the impact of the epidemic and achieved adversity growth in the first half of the year. Although the promotion of the middle of the year in June, the stimulus effect is not obvious from the data point of view. Instead, sales have decreased by 21%year -on -year. This may be due to the extension of the 618 cycle and the advancement of the promotion node. The concentration of behavior occurred in May.

618 Coffee Circuit Restart

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Quick -soluble coffee still occupies a big head, and the "new species" emergencies emerge

First of all, as far as the category is concerned, fast -dissolving coffee during the 618 period of 2022 is still the first choice for stocking. Not only does it occupy the top of the list for two consecutive years, but this year, it also occupies half of the coffee track with a sales share of 54%. Although coffee categories are not only coffee powder, and technology technology is constantly improving, saving time is still an important factor for consumers to buy coffee. The offline coffee shop also turns its eyes to pre -packaged coffee. For example, Ruixing Coffee squeezed into the 10th place in the quick -solid coffee brand this year. Coffee liquid has increased in 618 this year, with a year -on -year growth rate of more than 140%. Sales are second only to quick -soluble coffee and capsule coffee; grinding coffee powder is the only category that decreases year -on -year. As a result, sales decline.

From the perspective of year -on -year growth rate, coffee liquid has become a popular spicy chicken this summer with a growth rate of 147%. Here we analyze this sub -category by comparing the changes in the 618 coffee liquid brand.

Change of the top 10 coffee liquid: The first three still dominate the list,

Knowing things were shortlisted for the first time, Nestlé fell out of the top 10

From the perspective of the brand, Yongzhu, Sumida, Seesaw Sales Sitting in the top three for two consecutive years. 7 seats in TOP10 are all acquaintances last year. face". In the first 10, the AGF of Japan is a local brand in China. It can be seen that in the wave of boutique coffee, the localization of coffee has become the main trend. In addition to those domestic coffee nobles, other new brands are constantly eating this market.

Specifically, Yongyu and Sumida are the main brands of coffee liquid. According to the "Tmall 618" war report, the category of Yongzhu Coffee's "Flash Coffee" accounted for 70%of the total sales of Yongzheng's "618" during the promotion period this year. Among them, the newly launched jasmine -flavored flash coffee raw solution has become one of the most repurchase rates for users. In the middle of 618 this year, Bugkawa was promoted in the middle of 618. With the theme of "not going to the cafe, the same ice", it mainly promoted coffee liquid products. In this emerging category, young people are still mainly purchased groups, and the business driving force of stars cannot be underestimated. Seesaw, as a new brand on the line of physical cafes, also ran out of its own second growth curve, ranking among the top 3 among the 618 coffee liquid categories. Following Last year's Huancha Investment, Seesaw ushered in a new round of over 100 million yuan in financing in March this year.

The new face "Knowing the Things" is the consumer brand of Zhihu. On July 31, 2021, "Knowledge of Knowledge" launched three -ear coffee, named after Greek alphabet Alpha, Beta, Gamma In the case of, it did not cause much response, and the total sales volume in two days after launch was 50,000 copies. From the perspective of the sales volume of Zhihu Zhihuo this year, the Black & Brown cold coffee liquid on the flagship store jointly drives the overall sales of the three products, the three products of the ear coffee and the cold coffee coffee. The top ten of the liquid brand. From a price point of view, the average unit price of these three products ranges from 3-6 yuan, which is very cost-effective. It is suitable for post-90 office workers who want to pursue high-quality taste and "just need" needs. coincide. In addition to the "beautiful" price, the black mosaic trail of coffee liquid is also one of the reasons why the knowledge of knowledge reversing the situation. After the raw coconut was taken out of the circle in the summer of 2021, the social platform set off a wave of homemade coffee. On the small red book, there were 570,000+notes about "homemade coffee". Along with the bursting of homemade coffee, coffee liquid that can dissolve in a variety of liquids becomes a new favorite of DIY people. It not only meets consumers' characteristics of coffee drinks, but also fits young people's pursuit of personality and fresh consumption habits. As a new species of quick -solid coffee track, coffee liquid has become the new category with the highest efficiency of Tmall. The scale of coffee liquid sales in 2021 has reached 100 million, which is about 17 times in 2019. It has become the second largest category of Taobao Tmall coffee industry. It is expected that the category will reach 10 billion in the future.

The online live broadcast is a "new" channel, and the capsule coffee has skyrocketed 20 times

From the perspective of live sales data, the overall live sales of coffee tracks increased by 25%. From the perspective of subdivision categories, the live sales of capsule coffee accounted for 31%during the 618 period, an increase of more than 22 times year -on -year, far exceeding the overall growth rate.

From the perspective of the brand, the sales of NESPRESSO Capsule coffee more than nine other brands of sales have become the first in the list of 618 capsule coffee sales brand list this year. At the same time, NESPRESSO took 8 positions in the hot -selling TOP10 items, and the other two items were Nestle Domo Cool Simp Capsules and the Starbucks Capsule coffee launched by Nestlé and Starbucks.

Nespresso and Domo Cool Si are both capsule coffee brands under Nestlé, and they also operate coffee machines. In its official flagship store, you can see the main operating categories of these two brands including coffee machines, milk foam machines and other coffee self -made equipment, as well as supporting capsule coffee series.

The advantage of capsule coffee is that it can be kept fresh for a long time, but at the same time, due to special manufacturing processes, special machines need to be enjoyed. In addition, the capsule coffee does not have as many playability of coffee liquid and quick -soluble coffee. The quality and pricing are slightly higher than the characteristics of capsule coffee. Among the top 10 brands in 618 sales, there are both Nespresso, Illy, Dolcegusto, such professional coffee machine brands, and PEET's, L'or such boutique coffee brands, and 8 of the top ten brands and last year The 618 TOP10 brand is overlap. It can be seen that in the Capsule Coffee track, consumers have stronger fan stickiness and tend to choose more professional and high -end brand products.

On the whole, this year's 618 coffee channels have shown an upward trend. CBNDATA also summarized a list of "2022 618 coffee hot sales category". The specifics are as follows:

The UCC Speed ​​Coffee in Quick Coffee ranks first with a growth rate of nearly 200%. SINLOY Yunnan Coffee Bean has occupied the first place in the coffee bean segment category for two consecutive years. The other three hot -selling items are from the Sumida Sichuan brand, occupying the first sales of coffee liquid, hanging ear coffee and grinding coffee powder sub -category. From the perspective of specific categories, in addition to grinding coffee powder, the sales of five coffee, capsule coffee, coffee liquid, coffee beans, etc., have increased to varying degrees compared with last year.

Of course, in addition to these high -scoring coffee excellent students in the 618 major test, we also have to pay attention to those who have grown rapidly. For coffee companies, how to keep up with the fickle consumers has to face. With the diversification of the drinking scene, the market also puts forward higher requirements for the packaging of coffee, which requires the company to change in development. CBNDATA has screened several new products from coffee TOP100 items to see why they can stand out of "please" consumers.

Inventory of new products that perform well in 618

[New Business Card] Knowledge BLACK & Brown Cold Coffee Liquid

Photo source: Zhihu Tmall flagship store

Price/specification

69 yuan/20 cups

Bright spot

New product sales are ranked 25th in 2022 618 coffee liquid single product list

Knowing the name of this new product, Black & Brown, represents two flavors of the product. Black is a deep -baking American classic. It tastes black chocolate flavor and is slightly bitter. It is suitable for adding DIY coffee products such as milk bubble water. Brown is a medium -baking hazelnut American style, lighter than Black, and retains sour taste. In order to cater to the preferences of young people, this new product cold coffee liquid uses 0 sugar and 0 fat formula, which has no health burden while refreshing. In the product review area, "convenient", "cheap", ", good taste" is the keyword with the highest frequency. For young people, relying on coffee's life has become daily. The community that often visits the community is naturally willing to try it. When the content platform starts to bring goods, the natural trust foundation will be an important advantage. But why choose to start with coffee? CFO Sun Wei once said in an interview with the media: "Under the large data that knows a large amount of big data, 'coffee' has always been the top of searching keywords. On the platform, users who searches the words" coffee 'every day can be as high as dozens of dozens Wan, this has also opened a new idea for Zhihu. "Therefore, on the one hand, the overlap of the user group, on the other hand, the huge market potential and lower threshold, the first step of opening the e -commerce by selling coffee has become a knowledge. The optimal choice. Just take lower trial and error costs.

From imported products to daily consumer goods, coffee has now completed the transformation from personalization to popularization. Coffee has high -frequency, high -recovery, and highly addictive characteristics. Lee the huge market opportunities with low trial and error cost, which may explain the cross -border coffee thermal phenomenon that appeared in the track in the first half of 2022.

【New Business Card】 Huatian Rich Milk Lap Iron

Image source: Huadian Cui Tmall flagship store

Price/specification

89 yuan/24 cups

Bright spot

New product sales are ranked 55th in 2022 618 Speed ​​Coffee Single Product List

The most special thing about Huatian Cui is that it is positioned as "Chinese -style coffee with tea fragrance". The founder Guo Lei hopes to make "Chinese coffee" that is more in line with Chinese drinking habits through Chinese practices. In April 2022, Huatian Cui officially launched three products: "Dahongpao Tea Latte", "Direwn Rose Latte" and "thick milk latte". On the basis of quick -solidarity, tea, roses and other elements are added to highlight Chinese flavors. The market is less than a month. In mid -April, the coffee brand "Huatian Cu" completed millions of dollars of angel round financing. It was exclusively invested by Qingshan Capital. Financing was mainly used to establish factories and marketing sections.

In recent years, the younger generation has begun to gradually "dispel charm" coffee, and has begun to treat coffee as a daily drink, and consciously chooses to develop drinking methods and products that suits their own taste. In this context, flower fields focusing on the field of tea coffee have formed their own unique competitiveness. This new thick milk is priced at about 3 yuan, including large red robes, roses, Longjing and other flavors to choose from. It forms CP with coffee and milk and tea, which is more suitable for the Chinese drinking habits. Good results. In addition, this innovation of combining tea and coffee is also a new trend. Just as the new tea brand is collectively involved in the coffee field, the boundaries of coffee and tea will become more and more blurred in the future.

【New Business Card】 Yongzhu Coffee Flash Coffee Line

Image source: Yongzhu Tmall flagship store

Price/specification

56 yuan/7 cup

Bright spot

New product sales are ranked 2nd in 2022 618 coffee liquid single product list

On May 25, 2022, the new products of the flashes of the flashes of the Yongxun Coffee official are Jasmine Coffee, SOE Manting Black Coffee and SOE Yunnan Highlands Black Coffee. In addition, the official also launched the newly -made candy cups, summer ice cups, barista apron and folding storage baskets. According to the official introduction, jasmine coffee contains jasmine and coffee aroma, but it can be returned to the store -level jasmine latte. SOE Manting Black Coffee uses Indonesian Mantening SOE single -producing area concentrated coffee, which is suitable for adding water to make American style. SOE Yunnan Highland Black Coffee uses the Yunnan highland SOE coffee, which has the aroma of nut caramel. According to the 618 war report released by Yongzheng, the sales volume of these three new products exceeded 100,000 units and sales exceeded 4 million yuan. In addition, Yongzhang also announced the all -channel record. Its 618 omnicinal sales exceeded 50 million, and the omnicoca increased by more than 100%year -on -year, with a total sales of 10 million cups of coffee.

According to the sharing of Yongzheng's founder, the portrait portraits of Yongzhang are mostly concentrated in the first -tier and new first -tier cities, and more than 90%of users are women. Therefore, it can be seen that Yongzhang's coffee implanted the face value and ritual sense into the brand gene. Whether it is a lively and playful product packaging, or the launch of coffee cups, milk vessels, hand -psione pots and other coffee peripheral products, are to meet the personalized needs of consumers. As the number of physical coffee shops has increased, the market has entered a stage of rapid development. In addition to the upgrading of consumer groups and scenes, coffee will continue to develop towards high -end, personalized, customized, and large -scale. Consumption upgrades will also be forced to upgrade the product, and there are many challenges facing coffee "Houlang".

Writing | Beihe

Audit | Backlight

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