China Food

More than 100 million people are paying attention to “Chinese stewed coffee”. Why did it suddenly catch fire?


“ 
every time coffee breaks through the border, it is meaningful.
 ”

After fried dough sticks coffee and covered coffee, “Chinese stewed coffee” is on fire again.
The day before yesterday, on the microblog hot search, a Chinese stewed coffee was reported by nearly 40 media, which triggered billions of discussions.
In addition to Italian and American style, Chinese coffee has been hot discussed in the industry again. I specially interviewed the protagonist of this topic: Liu Houjun, founder of Shanghai follow hey coffee (hereinafter referred to as hey coffee).
What exactly is Chinese coffee? Can Chinese stewed coffee become a popular style in the Chinese coffee market? Let’s discuss the topic of new Chinese coffee in this issue.
 
More than 100 million people are watching “Chinese stewed coffee”
 
This Wednesday (December 22), on the top five of microblog hot search, I saw an old friend: Hey, coffee founder Liu Houjun, known as “Uncle Shanghai” in the industry.
 
Three years ago, with the first cup of iced Australian white coffee and the first cup of yoghurt purple rice coffee in Shanghai, hey coffee ranked first in the public comment coffee list for a year (Shanghai area). Stores lined up every day and enjoyed high popularity in the industry. (portal: uncover the “small shop King” of 10 M2 coffee in Shanghai: the boss said that the biggest trouble at present is queuing)
Recently, hey coffee, which has been open for nearly four years, broke the circle again because of the “Chinese stewed coffee”. The microblog hot search topic read 120 million, followed up by about 40 media in China, including well-known media such as Xinhua news agency, Xinmin Evening News and dongfang.com.
 
Several media followed up on “Chinese stewed coffee”
Using the method of Chinese water separated stew and low fire slow stew to complete coffee extraction overturned the existing cognition and triggered a large number of netizens’ discussion. Many netizens even went home to find casseroles and pressure cookers and started “R & D”.
 
Liu Houjun’s sentence “Chinese people drink coffee late, but they can’t live without themselves” also aroused the resonance and reflection of a large number of people in the industry.
 
I’m used to Italian and American coffee. I’ve tried Turkish coffee and Lao iced coffee. What should Chinese coffee be like? Can “Chinese stewed coffee” sell well? How is consumer acceptance? Is the cup efficiency and stability guaranteed?
I had a deep chat with Liu Houjun for 2 hours.
 
Better than American coffee, Chinese coffee sales doubled
 
In the hey coffee shop, there are two kinds of “stewed” coffee: the cold drink is called Wuji and the hot drink is called Furong. The price is 20 yuan / cup, which is collectively referred to as the Chinese coffee series. The English name is cinesso (compare espresso). Liu Houjun also registered a trademark for this English name.
 
Wuji (left), Furong (right), tuyuan public comment
“Since its launch in August this year, many American lovers have changed to drink this, and the sales in the store have already exceeded the American style.” Liu Houjun told me.
 
Because the product is popular, he also launched two versions of stewed coffee, 1.5L and 3L. “Customers buy it home, put it in the refrigerator if they want to drink ice, and turn it in the microwave for 60 seconds if they want to drink hot.”
Chinese coffee, which had a good sales volume, attracted more people through this “out of the circle”, and the sales volume increased by more than twice that day.
 
How exactly is “Chinese stewed coffee” made? Liu Houjun told me that the creative source of the form of water separated stewed coffee was a product “ginger sugar stewed coffee” two years ago. “At that time, it was stewing small yellow ginger and black sugar with coffee liquid, and the consumption response was particularly good.”
 
The popularity of new Chinese coffee this year made Liu Houjun start to think about the presentation of Chinese coffee.
 
Finally, through the Chinese “stewing” method, he found an extraction method with the best taste and the highest stability: add water to the ground coffee powder, stew it in saturated high-temperature water for a long time, complete the extraction, stew the coffee liquid, and then adjust it to the required proportion by means of filtration.
Liu Houjun found two advantages in the coffee repeatedly tested by this method:
 
  • First, the taste is mild, not as strong and stimulating as Italian concentration, which is more in line with the taste buds of Chinese people.
  • Second, it has high stability. This slow extraction method of water vapor changing pressure through time will not produce over extraction, and after half a year of sales, the taste stability is very high.
 
There are also disadvantages, such as not suitable for making milk coffee. Because the coffee liquid extracted in this way tastes peaceful and is easy to be “tasted” by milk after mixing with milk.
 
The coffee liquid extracted in this way tastes peaceful
What is the consumer acceptance of low fire slow stewed coffee? Liu Houjun told me a data, “the repurchase rate of old customers in our store is 70%. Basically, as long as customers who have tried Chinese coffee, they won’t drink American coffee anymore.”
 
So, can the coffee made by this extraction method represent the debut of Chinese coffee in the world? What is the presentation of Chinese coffee?
 
Discussion: what is Chinese coffee?
 
Under the general trend of the rise of national tide and the top flow of Chinese culture, coffee, an imported product, is changing its posture and integrating into China——
 
There are scenes. For example, those opened in traditional Chinese medicine shops, ancient buildings, temples and Chinese courtyards are filled with covered bowls. Similar ones include Fu Lushou in Dalian, Tiandi Xinglong in Dongguan, Xi she in Nanjing and Lai Xi’er in Tianjin
 
Through the creation of space and plate setting scene, Western coffee and Chinese traditional culture collide with a novel spark.
 
There are also matching methods. For example, coffee with tea, black sesame, sweet scented osmanthus, wine brewing and fruit, and the more famous raw coconut latte, White Peach Oolong dirty, chicken head rice American style, attract consumers to taste through the integration of local diet and coffee.
 
And CP style. By matching coffee with folk snacks, make coffee topical, such as oil cake dipped in coffee, fried dough sticks afjiaduo, coffee falling in love with rougamo, West Lake Longjing American style, etc.
 
Fried dough sticks afjiaduo
Recently, the popularity of “Chinese stewed coffee” has given Chinese coffee a new dimension of thinking: creating a unique extraction method suitable for Chinese taste buds.
 
Just like Italy has pressurized extraction, the United States has drop rate extraction, and Turkish coffee, brewed in a stainless steel pot called briki, has been popular for hundreds of years. Vietnam also invented a unique “Vietnam pot” to extract coffee and add condensed milk to make a fragrant, strong and unique Vietnamese coffee.
 
“Just like Italian coffee, coffee made in the form of patterns represented by mocha pots and Italian semi-automatic machines is Italian coffee, not made on the Leaning Tower of Pisa.” Liu Houjun told me.
 
“So I think the core of Chinese coffee lies in the Sinicization of production technology and extraction technology.”
 
The core of Chinese coffee lies in the Sinicization of production technology and extraction technology
He believes that “stewing” is a unique cooking method of the Chinese people, and the threshold of this method is particularly low. As long as there is a pot and a filter paper, you can make coffee, which is more convenient to enter thousands of households; The most important thing is that the taste is mild, not boring, not blunt, and will not discourage the “Chinese taste buds”.
 
This reminds people of the invention of mocha pot, which made Italian coffee popular in Italian families. Later, it gradually developed into an Italian national product, and now it has been sold all over the world.
 
“I am looking for coffee equipment suppliers to develop more commercial / domestic and aesthetic Chinese stewing and extraction equipment.” Liu Houjun told me.
 
If “Chinese coffee stew” can really make coffee into daily life, the birth of “Chinese coffee stew” may not be far away.
 
Conclusion
Whether “Chinese stewed coffee” has entered the end of Chinese daily life remains to be tested by the market and supported by more supply chains.
 
However, I would like to say that whether it is the Chinese scene innovation of coffee, or the formula innovation of adding bean juice and pepper, including the innovation of extraction method, every exploration of coffee breaking through the boundary is meaningful.
 
As Kan Ouli, the founder of babit coffee, said: eating, drinking and having fun must be “indispensable” in order to bloom more possibilities.
 
These explorations make coffee appear in the public’s vision again and again, and make coffee a hot topic on the people’s table.
 
In fact, pepper has become a national food material in only 500 years since it entered China.
 
It may also be a matter of time for coffee to be fully localized and become a part of Chinese food culture.
Author: monarch; Source: Kamen club, reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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