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2021 is the largest beverage wave, belonging to “new Chinese style”.
Recently, I was impressed by the names of two cafes: Tiandi Xinglong cafe and Zhuyin mansion cafe. There is a collision between China and the West.
There are also two products that people will never forget. One is American style chicken head rice and the other is black sesame latte.
This year, the “new Chinese coffee” has been successfully out of the circle. Some have raised more than 100 million yuan and made great progress; some have 500 cups of sunrise and have dominated the list in public comments.
After several waves of island coffee, Korean coffee and entrepreneurial coffee, can “new Chinese coffee” make Chinese consumers fall in love with coffee?
The wave of new Chinese coffee is sweeping the country
Last week, an article on “Chinese coffee” was discussed enthusiastically (portal: the total number of stores opened for more than 6 years, and another coffee brand accelerated the layout of the Chinese market).
I found that “new Chinese coffee” shops have blossomed all over the country.
One of them, from the products and stores, can see the strong “new Chinese style” wind, which is very recognizable.
There is a cafe called “Tiandi Xinglong” in bangao village, Dongguan. I am attracted by the name. Look at the products of the cafe, “Oriental iced coffee” and “medicinal lemon coffee”, which are a clever combination of Chinese style and coffee.
Figure source public comments
The boss told me that the store has been open for more than 10 years. At present, there are three stores in “Tiandi Xinglong”, with an average sunrise cup volume of 100 +, making profits for many consecutive years.
Under the idea of “new Chinese coffee”, the boss opened another “Zhuyin residence”, transforming the 800 year old house into a cafe, reminiscent of the Seven Sages in the bamboo forest.
Figure source public comments
There are also corner coffee shops in Foshan with similar styles. In the traditional Lingnan architecture and pharmacy style, 13 Direct stores have been opened, and the maximum sunrise cup volume of the store is 400 ~ 500 cups.
In Suzhou, there is a grass mustard coffee with a very national name. It ranks first in the Suzhou public comment list and has opened two stores. Their popular package is chicken head rice American style + small cage bag. The dessert with the highest camera appearance rate is “sugar gourd”, as well as the distinctive “bamboo leaf green cold extract” and “osmanthus latte”.
Figure source public comments
There is another kind, which is very popular in the capital market: they either create their own or learn from new tea drinks, find their own product model and business model to adapt to the Chinese market, and quickly open chain stores.
Cutting edge brands such as seesaw, m stand, double win and algebra have told New Coffee stories in the domestic market.
On the other hand, Yunnan coffee almost appeared on the bean list of local coffee shops. During the writing period, honey snow ice city also produced fresh Yunnan beans, with the slogan “good domestic coffee”. Even in Yunnan, a special brand of Yunnan beans – Four Leaf Cup coffee was born.
It is no exaggeration to say that the wave of new Chinese coffee is sweeping the country.
The common characteristics of these coffee brands are: seamlessly implant them into consumers’ daily life in a more localized way / taste / price, and drive coffee consumption with things familiar to the audience.
Its essence is that the new generation of young people change from the pursuit of imported culture to the recognition of local culture.
Under the heavy capital position, can consumers really love drinking coffee this wave of “new Chinese coffee”?
Chinese coffee, which goes up and down everywhere, will it work this time?
What is China’s international position in your industry?
Barista: better than football.
It’s not too much to say in the passage.
Looking back at domestic coffee, from island coffee and Korean coffee to entrepreneurial coffee and self-service coffee, each wave is very lively. Some have opened thousands of chain stores, and some have raised more than a dozen times, but finally the tide ebbed and there was no water spray.
Why does the trend pass every time, but no brand remains?
one Up to 3000 stores, island coffee is losing
Earlier than Starbucks, the coffee power that occupied the chat scene of the Post-70s and post-80s is island coffee. Shangdao coffee, Mingdian coffee, Dior coffee, cross-strait coffee and other brands occupy the mainstream market.
Among them, the largest coffee on the island once had 3000 stores in the peak period, which was popular all over the country, but it was finally weakened due to internal fighting and management problems.
It can be said that island coffee has brought the “first coffee experience” of Chinese people, but it has not left good products and brands, forming the consumer cognition of “expensive”, “bad to drink” and “only going on a date”.
Without roots, we can’t enter the daily brand, and we are doomed to be unable to cross the life cycle.
two The founder committed suicide and South Korea’s largest chain of coffee lost to China
At the end of November 2018, a message of “coffee will accompany you, and I can’t accompany you anymore” was swiped on the screen in the circle of friends.
Many years after the debt crisis, “coffee with you” and its joint venture in China officially declared bankruptcy, and its founder also ended his life.
Coffee with you was founded in 2008. It is the largest coffee chain enterprise in South Korea. In 2012, coffee with you entered the Chinese market. It was once planned to “reach 5000 chain stores in China by 2015”.
At the same time, Hollis, man coffee, zoo coffee, mangosix and other brands entered China almost at the same time to cooperate with Chinese capital and quickly seize the market. In 2014 and 2015, the fastest expansion, some brands also set a record of opening 200 stores and revenue of 5 billion a year.
But the situation quickly turned downward. After 2016, Hollis was debt collected by suppliers, zoo coffee was completely taken over by Chinese capital, coffee lost contact with your headquarters, and franchisees often broke the information of “debt collection”.
The problem with Korean coffee is that it has no franchise management and blindly pursues big stores regardless of market demand, leaving many investors at a loss.
Any expansion without considering market demand has only a dead end. Coffee that cannot enter consumers’ daily life is also destined not to last long.
three Entrepreneurial coffee, from vigorous to devoid of people
At the same time as Korean coffee, around 2013, entrepreneurial coffee also entered people’s vision. Binggo, garage coffee, 3W coffee and other brands have been famous.
Entrepreneurship coffee, entrepreneurship is the core and coffee is a prop. It attracts members of the venture capital circle with investment and financing docking services and entrepreneurs’ support.
Entrepreneurial cafes and Internet cafes once flourished all over the country, but with fewer and fewer people “talking about 100 million business”, entrepreneurial cafes quickly “disappeared from the public”
For coffee, gimmicks are just icing on the cake. What really delivers carbon in the snow has always been the product and market demand.
4. After more than 10 times of financing in 3 years, the self-service coffee ended
Learn from the heavy asset model of Korean coffee. Since 2015, a “self-service coffee” that saves manpower, covers an area of less than 1 square meter and has a high degree of product standardization has been favored by capital.
According to incomplete statistics, from 2015 to 2018, no less than 10 “self-service coffee” brands, including coffee order bar, coffee wharf, laibei coffee, easy coffee, small coffee and Youyin, have been financed in three years.
Capital is invested in the future, but because there are too few cups to share the operation and maintenance costs, it is difficult for the self-service coffee brand to make a profit. “Money is not enough to burn coffee until the day it develops,” said an industry person.
Capital can solve the problem of development, but it can not change the demand of the market.
So, can the wave of “new Chinese coffee” gradually taking shape in recent one or two years really open the incremental market? What is the prospect of this round of capital investment and rapid brand development?
Conquer Chinese taste buds,
Coffee has three “unfinished”
Horizontal comparison of new tea drinks and new retail in recent years shows that there are still three things unfinished in this round of “new Chinese coffee”:
one Externally, there is a lack of phenomenal explosion of “cheese milk cover type”
The popularity of the new tea began with a cup of “cheese milk covered tea”, a product that unified the Jianghu, led to a category upgrade and ignited the industry.
No matter in the happy tea market or in the sinking market, you can order a cup of “milk covered tea” with upper cheese and lower tea soup. Similar names and products are presented, which quickly condenses the consumption consensus in the market and reversely reshapes the upstream and downstream industrial chain.
The same is true for the fleshy grapes and poplar manna.
In contrast, coffee, for example, dirty, which has swept all major cafes and has a wide popularity:
10 cafes have 10 different names, including dirty coffee, dirty coffee, decent coffee, Chinese and English; In the taste, some people make White Peach Oolong and others add wine; In terms of materials, some stores use milk + cream, some stores use ice bock and flavor milk
On the consumer side, when a new product does not have a unified label and cognition, it loses the social motivation to drink and sun.
For a phenomenal product “out of the circle”, we should first form a common cognition and open the market to the greatest extent; Then seek personality breakthrough and let a hundred flowers bloom.
When each store fights its own way to highlight its personality, it can not form a joint force, and it is difficult to break through the circle of lovers and open a wider consumer market.
This is the first crux of coffee.
two Internally, a set of localized product standards shall be formed
The second crux is the lack of local coffee standards at this stage.
For example, when it comes to northern Europe, you think of very shallow baking, when it comes to Japan, you think of deep baking, while the United States outputs 11 baking levels from shallow to deep.
Here I would like to talk about Japan, which was also a coffee importing country, which may have some reference significance.
When medium / light baking was popular, Japan understood coffee with the concept of old Japanese tea shop. The concept of Japanese coffee is different from the SCA system, and the “elegant sweet and bitter taste” (not burnt bitter taste) is also included in the “good taste” (SCA vice versa).
Under the long-term cultural habits, the deeper baking degree has become the taste memory of exclusive Japanese coffee.
In the field of hand brewing, in order to leave the sweetness and mellowness of deep roasted coffee, they also developed three hand brewing genres: volcanic brewing, drip method and loose grip method.
The new Chinese coffee should not stay at the level of reference of food materials, but explore the coffee standards, flavor types and products in line with China, rather than copy foreign standards and foreign product SOPs.
3. A price band suitable for tower base consumers is also needed
Some time ago, I searched for lucky coffee on the microblog. This 5 yuan / cup American style, “opening a shop close to the ground”, few brands are active in the media, and the volume on the microblog is much higher than expected.
Products and culture are the stepping stones. Whether we can form stable consumption habits depends on our wallet.
Although there are manners in Shanghai and lucky coffee in the sinking market, from the fundamentals of the whole coffee industry, consumers’ wallets are not worthy of “coffee freedom”.
There is a saying in the business field that 35% price reduction can change user habits, and non rigid needs can also become rigid needs.
A prerequisite for coffee to become a rigid demand is that consumers should be able to afford coffee.
In terms of the raw material cost of a cup of coffee, there is still room for many brands to lower their prices. For every 5 ~ 10 yuan reduction, you can redo the brand in this price band.
In the book “bean Hunter”, a scene was described. In Ethiopia, there is a unique “three tour coffee ceremony”, which is a necessary ceremony for connecting friendship and discussing important matters between neighbors and villages.
This country has its own way of drinking coffee. From the clothes and utensils for brewing people to the baking of beans and the appreciation of coffee, it is as daily as Chinese tea – this is their coffee culture.
At the beginning of reform and opening up, Chinese white-collar workers’ love for coffee was the envy of foreign elite culture.
Nowadays, the wave of new Chinese coffee is more about consumers’ subconscious recognition of Oriental traditional culture. The domestic lifestyle is no longer considered “local”, but can also become a fashion element.
Last month, there were four hot searches for coffee. From # Tongrentang health coffee # to # morning C night a # and from products to culture, new Chinese coffee is emerging.
Nowadays, there is no shortage of coffee brands all over the country. Many have opened more than 10 chain stores, and the scale is beginning to take shape.
But we need to have the courage to express the brand concept and the ambition to make Chinese coffee a cultural symbol.
Author: monarch; Source: Kamen club, reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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