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What happened to the coffee brands on the take-out platform?
2019-05-10 10:14
The hottest drink since 2018 is definitely foreign goods from overseas - coffee, from the large foreign chain brands to the Chinese market, to the local new retail brand sweeping market, and then to the industry giant Starbucks and Alibaba to reach a new retail comprehensive strategic cooperation. We have found that the demand for coffee by Chinese consumers continues to increase, and the pattern of coffee consumption by Chinese consumers is also changing. With the rise of different models such as convenience store coffee and Internet coffee, the industry has already got rid of the early inherent mode and opened up more coffee consumption scenes.
 
On May 14th, CBNData and Tmall released "2019 China Coffee Consumption Advanced Trend" (hereinafter referred to as "Report"), based on CBNData consumption big data, hungry platform data, sky-eye data , to gain insight into the latest trends in Chinese coffee consumption.
 
The CBNData Report shows:
 
1 In 2018, offline takeaway coffee flourished, and the volume of orders for bulk delivery of coffee continued to grow at a high rate, with an increase of 60%. Starbucks ranks first among the most popular coffee brands for two consecutive years.
 
2 Fine coffee is gradually emerging from the niche market. In 2018, the coffee brands that are hungry on the Internet are mainly based on chain boutique coffee shops. Orders for hand-picked hand-washed coffee increased by 153%, and Yeegarfiffe coffee produced in Ethiopia was the most popular.
 
3 From the online coffee segmentation category in 2018, the repurchase rate of capsule coffee, coffee powder/bean, coffee liquid and other categories is much higher than other categories.
 
4 With the continuous innovation of coffee extraction technology, cold brewing and other forms of brewing originating from offline fine coffee are welcomed and gradually applied to online instant coffee.
 
5 Chinese tastes are becoming more and more popular among Chinese consumers. The consumption of sugar-free coffee on the line is growing at a significantly higher rate than the overall coffee category. From the taste of offline takeaway coffee, the main sugar-free and milk-free black coffee such as American and espresso is more and more popular among consumers.
 
6 Coffee consumption has driven more online appliance brands into the home coffee machine market, and the share of head coffee machines has been gradually diluted. At the same time, new types of coffee machines such as capsule coffee machines, grinders, and Japanese coffee machines are becoming increasingly popular.
 
 
It’s better to sell in a coffee shop.
 

 
The main consumer groups for take-out and coffee are young people, so will the combination of the two have a multiplier effect? The answer is yes. CBNData "Report" shows that in 2018, offline takeaway coffee flourished, and the volume of orders for bulk delivery of coffee continued to grow at a high rate, with an increase of 60%. It can be said that compared to the simple store sales, take-away coffee has opened up a larger service area and expanded more coffee consumption scenes.
 
With the increasing popularity of the coffee industry, the takeaway coffee market is booming, breaking the boundaries of coffee consumption. In 2018, Starbucks was officially hungry, which caused concern for the whole people. The facts also proved that the strong combination of "Star Dad" and "Ali Dad" produced good results.
 
CBNData's "Report" quoted hungry data showing that Starbucks ranked first in the most popular coffee brands for two consecutive years. KFC and McDonald's fast-food brands such as hamburger fried chicken fries also benefit from the take-out platform, making the coffee business a success.

Yega Xuefei is the flow king in fine coffee beans
 
Since entering the Chinese market, coffee has always been synonymous with “exquisite life”. However, when a cup of Starbucks in a first- and second-tier city is almost a daily life, the expression of “exquisite life” requires the blessing of fine coffee. For example, Shanghainese people like to drink coffee, and the frequency of consumption ranks first in the country. The labels of Shanghai life, such as “petty capital” and “foreign gas”, are also reflected.
 


 
CBNData's "Report" shows that as Chinese consumers pursue the advancement of coffee quality, the online penetration rate of fine coffee continues to increase. Although the first- and second-tier cities are still the main consumer groups of fine coffee, the urban line level is obviously sinking. The online boutique coffee makes up for the shortage of low-line city offline stores, and meets the demand of low-grade urban people to pursue fine coffee.
 

 
As Chinese consumers' coffee consumption continues to advance, from the online coffee segment category in 2018, coffee consumers are no longer limited to instant coffee, capsule coffee, coffee powder/bean, coffee liquid and other categories. Far higher than other categories.
 
Online, boutique coffee has gradually stepped out of the niche market and is increasingly loved by Chinese consumers. From the point of view of the star-studded coffee brands on the Internet in 2018, the chain is mainly based on chain boutique coffee shops; from the fastest growing coffee brands in 2018, boutique coffee also occupies half of the country.

 
At the same time, the offline boutique development of the takeaway coffee market has also led to the growth of hand coffee. CBNData "Report" found that the order volume of take-out boutique hand-washed coffee increased by 153%, the sour taste was moderate, and the demand for fruity and strong coffee beans increased significantly. Specifically, the Ethiopian-based Yeka Snowfield coffee is the most popular, and finally the Shanghai consumers love it. The only domestically produced coffee bean in Yunnan, has been loved by the people of Beijing.
 

 

“Cold”, “Frozen” and “Bitter” become consumption trends
 
More types of coffee machines
 
The online coffee market is constantly upgrading, the overall consumption is increasing year by year and the consumption growth rate is higher than the number of people, which is related to the online application of offline brewing technology. CBNData "Report" found that with the continuous innovation of coffee extraction technology, the brewing form originating from the offline fine coffee is welcomed and gradually applied to the online instant coffee category, which can completely retain the original taste and nutrition of coffee. It is also widely used in instant coffee.

 
In addition to the taste, the taste of Chinese consumers is also more and more "bitter". Black coffee ranked second in the online coffee consumption rankings of 2018. The growth rate of online sugar-free coffee is also significantly higher than the overall coffee category.
 

 
From the taste of offline take-away coffee, the main non-sugar and black coffee such as American and espresso are more and more popular among consumers; the cold and black bitter black coffee is more able to retain coffee. The original flavor and richer taste of the beans have a significant growth rate, and the annual order volume of online delivery has increased by more than 121 times. These “bitter” coffees are especially popular among women. From a professional perspective, company employees and students also prefer black coffee.
 

 
It is worth noting that coffee consumption has also led to more online appliance brands joining the home coffee machine market. The share of the head coffee machine is gradually being diluted. At the same time, consumers have more choices in online coffee machines. The share of mainstream Italian-style coffee machines has been decreasing year by year. Instead, new types of coffee machines such as capsule coffee machines, grinders, and Japanese-style coffee machines have been replaced to satisfy consumers' pursuit of fine coffee.
 
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