China's coffee market under the big wave, who can be better with all the fancy?

According to statistics, as the primary penetration area of coffee culture, the frequency of coffee intake by consumers who have developed the habit of drinking coffee in China's first and second-tier cities has reached the synchronized level of mature coffee markets.

If a warm glass of milk is a unique ritual for people before going to bed at the end of a busy day, then a sip of coffee is increasingly the signature switch for people to wake up to a new day. "Ordering a cup of Starbucks in style" has become a real thing that used to happen, but nowadays you can't help but laugh at the thought of it.

coffee

According to statistics, as the primary penetration area of coffee culture, the frequency of coffee intake by consumers who have developed the habit of drinking coffee in first and second-tier cities in China has reached the same level as that of the mature coffee market.

Coffee has basically transformed from a "trendy tasting drink" and a "social scene demand accessory" to a "daily drinking need" with an increasing focus on product quality --And it all started with several waves of coffee.

Going back in time, the rise of the coffee market was due to the commercialisation of instant coffee by Nescafe, with brands such as Nescafe and Maxwell entering the vision of Chinese consumers, completing the market popularisation phase of coffee to refresh and refresh the mind, and marking the first wave of coffee.

With the gradual development of espresso, milk coffee and coffee bean processing, chain brands such as Starbucks and Shangdao entered the market in large numbers, and the concept of "coffee + social" third space experience was embedded into the lives of Chinese consumers. The second wave of coffee was driven by the expansion of coffee brand chains.

Subsequently, new retail coffee, represented by Lian Coffee and RuiXing, developed at a rapid pace, with "pick-up + takeaway" and "online + offline" broadening the diversity of coffee sales scenarios; small boutique chain coffee shops such as Seesaw and Manner were highly sought after, and China's new generation of consumers demanded quality coffee. The new generation of Chinese consumers is once again pursuing quality coffee.

From "status symbol" and "spiritual food" to "drinking coffee just for the sake of drinking coffee", the quality of coffee itself is gradually overtaking other experiences such as the scene. The third wave of coffee has been brought about by the anti-machine, and coffee has gradually moved from boutique to aesthetic.