China Food

When the “three and a half meals” rushed offline, it was not just the coffee shop that panicked

a scuffle between traditional coffee, new coffee and new tea is about to break out.
on the first day of the Mid Autumn Festival, three meals and a half quietly opened the first offline concept store at 322 Anfu Road, Shanghai. It is said that this path with a length of no more than 1000 meters now gathers all kinds of cultural and green in Shanghai. Therefore, many brands such as catch fish, BM, harmay and fauvism gathered one after another, creating a wonderful atmosphere with the surrounding old Shanghai residential buildings.
another story about the coffee industry Information is the Ruixing coffee that the Jedi counterattack. The data show that the number of Ruixing coffee stores has increased significantly since 2021, and the total number of stores is 5066 by the end of June this year. Ruixing, who educated the market through early crazy subsidies, seems to have run its own development path. The once small coffee track of
has had several modes of chain, boutique and integration, but The next competition may be more than that.
according to the information previously disclosed to the media by Wu Jun, the founder of Santon and a half, the offline channel will be an important bearing channel for Santon and a half brand communication and content. For the user groups accumulated by Santon and a half online, the early traffic of offline stores is not a problem, but the problem is that in Shanghai, where the number of existing cafes exceeds 8000, there are three Can you copy the online and offline game perfectly?
at the same time, yongpu coffee, which competes with three and a half times online, also revealed the plan to open offline stores this year, and new coffee poured into offline tracks one after another. From misplaced competition to multi-channel competition, the war of new coffee seems to be more and more intense.
and entered offline three times, three and a half times What do you want?
in 2008, Wu Jun, the founder of Santon and a half, also operated his own offline coffee shop. Struggling with the difficulty of chain operation, Wu Jun began to try to make a breakthrough in the scene. Seven years later, Santon and a half was officially established, but at that time, Santon and a half’s products were ear hanging coffee and cold extract filter coffee that had already appeared in the market. The freeze-dried coffee powder that really made Santon and a half popular has not yet been available to Chinese people Our coffee habit is still in the development stage.
later, Ruixing began its trial operation offline since 2018. The crazy subsidy promotion regardless of cost and the diversified marketing method of online and offline integration have quickly played a role in educating Chinese people to develop the habit of drinking coffee. Combined with the background of consumption upgrading, freshly ground coffee has become more and more popular with Chinese consumers. By the end of 2018, Chinese coffee The number of restaurants has soared to 140000. The environment of
has given three and a half meals a chance. Although the price of traditional instant coffee is cheap, it has been labeled “unhealthy” and “hard to drink” for a long time in the past The label of is quite different from that of freshly ground coffee. Three and a half tons of freeze-dried coffee is aimed at this market gap. In addition, at the same time, three and a half tons of freeze-dried coffee met tmall, changed the store from Taobao store to tmall store, and obtained many “digital calibrations” given by tmall The brand was able to drive into the fast lane. At one time, the three and a half ton digital coffee pot, yongpu UFO coffee pot and Shicui doughnut ear coffee were distinguished from the traditional coffee from the first appearance. Coupled with the corresponding brand story, the image of the product and the brand became three-dimensional, and the tide of new coffee came. The
has a firm foothold in the online channel After that, Wu Jun’s idea of becoming an offline Cafe jumped out again. In 2019, he opened a demo store in Changsha for three and a half meals to sell coffee and bread. However, at that time, a probe blogger said, “I feel that the barista is not particularly professional, affecting the taste and quality.”
however, the determination to travel offline for three and a half meals was not hit. In 2020, on the double 11, three and a half meals were also born in Hunan. The new online red tea brand tea Yan Yue se launched a joint activity. From the online joint box to the offline joint store, the response has been significantly improved.
Three and a half x tea Yan Yuese’s joint store
went directly out of Changsha this time and boldly opened its stores in Shanghai, which ranks first in the number of cafes in the world. Its determination to layout offline channels can be seen. Different from the previous two offline stores, the offline stores opened by Santon and a half in Anfu Road, Shanghai play the role of flagship stores and have the name of “force flight” This new statement seems to be deliberately distinguishing from online brands.
as Wu Jun said in an interview with “latepost later”, offline channels are still the carrier of brand communication and content for three and a half meals, and it is also a new starting point for online and offline retail with member growth system as the core in the future It is not difficult for
to see that the three and a half meals that started online will build its own new retail system through overweight offline channels. The new coffee track will be a good play for digital and diversified competition in the future.
store + applet, the first step to grab people and enclosure?
in addition to the three and a half meals of offline stores, yongpu, another new coffee head brand, also has plans to enter offline. After a scuffle online, the expansion and back feeding of offline channels is of great significance for the whole brand to create a closed-loop ecology of private domain traffic.
after completing the a + round of financing, Tiepi, the founder of yongpu, revealed that at present, it has entered boutique supermarkets such as HEMA Xiansheng, and will simultaneously develop convenience store channels in the future. This year, it will also officially land its first offline store, which is positioned as a collection store experience format related to coffee culture. Obviously, this development process is very similar to the schedule of three and a half meals.
zinc scale found through search that thanks to the support of tmall’s overall ecology, Santon and yongpu have accumulated 1.29 million and 1.23 million fans on tmall respectively. Such data has been among the best in the new coffee industry. However, in the past two years, Nestle and Starbucks, once accused of not selling as well as new coffee brands, still have 2.34 million and 4.14 million fans.
this also shows from the side that the way of walking on two legs offline + online is still an important way to make a leap in exposure and popularity.
“robbing people” and enclosure. The movements made by xinchayin offline are likely to repeat on the xincayin track. From the feedback of many senior consumers in the coffee industry who were invited to experience the “force flight” concept store for three and a half meals, the “force flight” concept store pays attention to style and consumer links.
zinc scale through the “three and a half hidden world” applet, the order service has been launched, and the optional products include coffee, bread and some gift boxes. If you spend 1 yuan in each channel of three and a half meals, you can get a “meal point” and accumulate a certain amount of convertible coffee and peripheral products.
at the same time, “other official account” and other new brands of coffee brands such as “Yong Pu island” and “Yu Tian Cha Cha” are also on line. This scene is similar to the new tea drinking. Compared with the high-density and irregular IP cross-border way, the tea of Xi Cha and Na Xue has spent much time in small programs and public numbers in order to trigger the re purchase and strengthen the stickiness of fans.


The new coffee wave that broke out online in
is essentially different from the development path of traditional coffee and new tea, but with the new coffee coming offline, a cross industry scuffle is inevitable. From consumption scenes to consumer groups, there has been a trend of integration, so it is difficult to judge who can laugh until the end.
from the previous views of many people in the industry, it can be seen that the earliest battle of the offline war began with grabbing talents. The founder of a cutting-edge coffee brand once disclosed to huolf that the baristas of Starbucks, Ruixing and Costa coffee are very popular and scarce, so they are most sought after by the new forces of coffee. But many of them will choose to return home to start a business after working for a few years, so the brand has to turn to the new tea track to dig people.
“nowadays, coffee talents who like tea and Naixue are better than many coffee track start-ups,” said the founder of the above brand.
for new coffee brands such as Santun and yongpu, after going offline, how to compete with brands in many fields is the top priority to ensure that the store can achieve the expected results.
in addition to people, products are also very important. When pan Zhimin, a barista, won the prize for making lattes with ice Bock, he probably didn’t expect that ice bock could not become a popular product in the coffee industry, but it was played out by new tea and once became the sales champion.
this is also due to the strong star making ability and momentum building ability of new tea. Head brands such as Xi tea, Naixue tea and LeLe tea often launch similar new products at the same time. There are innovative similarities from the production methods of cheese milk covered tea and cheese fruit tea in the past to the mining of oil Citrus, raw coconut and other products.
but this has also achieved the ability of new tea to build momentum together. Under the huge flow of the whole industry, the way for brands to share cakes is also simpler.
Seesaw is known as “the first boutique coffee brand in China”
The difference of
coffee track is that in addition to traditional American, latte, mocha and other basic products, many boutique cafes have also made great efforts in product innovation and brand cross-border. For example, the relevant person in charge of seesaw has publicly shared that seesaw is constantly promoting the integration of coffee, tea, fruit and other products, hoping to make coffee belonging to China.
boutique cafes in various cities do produce some special products due to seasons, cities and seasons, but they are still a little hot in making popular models.
according to Deloitte’s white paper on China’s freshly ground coffee industry, the penetration rate of coffee in domestic first and second tier cities has reached 67%, which is equivalent to that of tea. Among them, the intake frequency of consumers who have developed the habit of drinking coffee in the first and second tier cities has reached 300 cups / year, close to the level of mature coffee market.
in other words, under multiple backgrounds, the pressure that new coffee will encounter after entering the offline will be multi-channel and multi track. A scuffle among traditional coffee, new coffee and new tea is about to break out.
Author: Xing Wan; Source: zinc scale (ID: znkedu), reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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