Coffee market usher in new rival cats coffee

As the third wave of coffee culture has swept the world, the number of Chinese city coffee chains has been blown out. Among them, the most expensive coffee currently in the world - Maocha coffee, is gradually entering the Chinese market. It is understood that from the first cat café coffee chain store in 2011, cat pheasant coffee has been in more than 30 cities in China, with a total of more than 110 stores. Some experts said that with the continued expansion of the cat's coffee, China's coffee market will usher in this new rival.

South China market growth rate of up to 30%

In the past five years, China's coffee industry has ushered in a new wave of growth. According to relevant data, coffee consumption averages 3 to 4 million tons per year before 2010 and an average of 75,000 tons from 2010 to 2014. The annual market growth rate is as high as 20% to 25%.

Experts estimate that in 2015 the coffee industry has ushered in a new growth node, and its consumption will reach 120,000 tons, and the market retail sales will exceed 50 billion yuan. Among them, the South China market as an economically developed region, the market's growth rate is as high as 30%.

Regarding the growth rate of the coffee industry, it is the fastest growing consumption of coffee in cafes. According to research firm Mintel, the number of Chinese cafes has doubled in the past five years, jumping from more than 15,000 to more than 30,000, and one-fifth of urban consumers have expressed in the past. At least 5 coffee shops have been visited. According to "China's coffee market analysis (2012 analysis)", it is estimated that the future of China's coffee market will grow at a rate of 10% to 15% per year, far higher than the global average growth rate of 2%. It is estimated that by 2020, the capacity of China's coffee market will reach 120 billion yuan to 150 billion yuan, while the current figure is 70 billion yuan; of which 85% of coffee consumption comes from instant coffee.

Meerkat Coffee Completes Mainland Factory Construction

According to Zhu Danpeng, a researcher at the China Food Business Research Institute, the average coffee consumption per person in China is only 4 cups per year, and the annual consumption per person in Beijing, Shanghai and Guangzhou is only about 20 cups. In countries such as Japan and the United Kingdom, an average person drinks one cup of coffee a day. As China's overall consumer population increases and consumption levels increase, China's coffee industry is expected to usher in more rapid growth in the next 10 years.

The Chinese market, for all coffee giants, means gold mines to be opened. “Coffee is still a new face in China and it needs to be developed.” Wang Jingxi, president of Starbucks Greater China, said that the Chinese market has now developed into the second largest market after the United States. Starbucks also revealed that Starbucks entered China in 1999. Currently, Starbucks has opened more than 1,900 stores in 99 cities in China and has 30,000 Starbucks partners.

The so-called tree has a good chance to cool off. As a latecomer to Starbucks, Costa and Pacific Coffee have a strong background. It is understood that Pacific Coffee was acquired by China Resources Enterprise in 2013 for 326 million US dollars, and Costa has Hualian behind them. In this regard, they easily have the advantage of market resources such as Starbucks and other brands.

The coffee market in China is playing hot. Not only Starbucks, Costa, and Pacific Coffee are rapidly expanding. The up-and-coming youngsters like Cat Cat Coffee are also stepping up the pace in the Chinese market. It is understood that from the first cat café in 2011, cat café coffee chain stores have been in more than 30 cities in China, and its total number of stores exceeded 110. Throughout 2015, we improved our management system, completed the construction of coffee roasting factories in China, realized the local production of raw materials, and further opened up the franchise area, improved the construction of logistics systems and training systems, and the brand entered a high-speed development stage.

Cats coffee positioning in the high-end market

In addition, to meet the needs of more consumers and the promotion of the brand, the cat's coffee not only has pure high-end cat's coffee, but also has mid- to low-end coffees with sales prices ranging from 20 to 30 yuan, and even instant coffee products. The ratio of high-end products to low-end products is 3:7.

At present, the cafes are heterogeneous in China. Under this background, Zhu Danpeng believes that the overall development of chain coffee brands such as Starbucks and the Pacific is progressing smoothly, and that cats coffee is a sudden emergence. This is a matter of course. He analyzed: "Meet coffee is positioned in the mid-to-high end of the market, and the details are better. The consumer groups are also 'hardcore' consumers with high demand for coffee. "At present, China has formed a binary The consumption structure is expected to be more stable for the sales growth and store expansion of Cat Cat Coffee in 2016.

Finally, Zhu Danpeng also pointed out that Cat Moose coffee has been flourishing in recent years. It has undoubtedly formed a certain impact on other brands in the industry, but it will take time to disrupt the entire industry structure.