The history of Chinese coffee development.
Editor’s note: This article is from WeChat public number “Red meal network” (ID: hongcan18), author Yang Buran edit Zuo Yongjun.
The data shows that compared with the global average growth rate of 2%, China’s coffee consumption is growing at an astonishing rate of 15% per year. In 2018, the market size has reached 56.9 billion yuan.
At the moment, the Chinese coffee market is becoming more and more lively, with all the capital influx, new and old players competing, and the momentum is comparable to the new tea.
In fact, as a foreign exotic product, coffee consumption history in China is not long. How does it step by step into the Chinese market that is used to drinking tea, and eventually become another drink of shoulder tea?
Today, we began to review and review the development of coffee products in China from the appearance of the first cup of coffee in China.
Enlightenment of instant coffee
After 1836, a Dane opened the first coffee shop in the mainland near the 13th line of the Guangzhou-Tongguan port. At that time, coffee was not called coffee, but it was called “black wine”. The expensive price and the strange taste were the first impressions of the Chinese people.
After a long period of time, coffee has been serving foreigners, privileged classes and dignitaries in foreign-related wharf cities, and ordinary people rarely have access.
Until the 1980s, instant coffee originator Mai’s coffee and Nestle coffee entered China one after another, so that more Chinese people began to understand and contact this kind of imported goods. However, instant coffee is generally over-extracted, and the taste is bitter and rough without sugar, which also casts a “prejudice” on the understanding of coffee.
At that time, in order to popularize coffee for Chinese consumers, Nestlé bought a large number of TV commercials, car advertisements, print ads, etc., and taught consumers to brew coffee by advertising. “Nestlé, it tastes great.” The slogan is almost a household name.
△ Nestlé is still the leader of domestic instant coffee and ready-to-drink coffee
In addition to advertising, Nestlé also provided free vans for some companies, and advertisements for Nestlé coffee on the body, walking through the streets of Beijing. At that time, it was not allowed to do body advertisements. This behavior alerted the relevant departments, and eventually all the cars were ordered to repaint.
Although Nestlé’s advertising bombings have made Chinese consumers more aware of coffee, many people still can’t afford it. For this reason, glass-filled Nestle instant coffee has once become a gift for Chinese families. One.
In the 1990s, drinking instant coffee was still a rare event, and the second wave of coffee consumption, marked by freshly ground coffee, has surged.
Amazing desktop coffee
In 1997, the desktop grinding coffee shop represented by carving time and Shangdao coffee appeared in China.
At this time, it happened to catch up with the wave of reform and opening up, Western culture entered China, and the Chinese economy entered a period of rapid development. The purchasing power of residents increased greatly. Many people began to have the ability and tried to consume deep baking and grinding. Freshly brewed coffee.
In January of this year, the engraving time caused by the announcement of the closure of the two old stores was actually the ashes of the domestic boutique cafes. The opening time was even earlier than Shangdao Coffee and Starbucks.
△The first generation of coffee literary aging – carving time
In 1997, Zhuang, a college student who came to Beijing from Taiwan, did not choose to return to Taiwan after graduation. Instead, he asked for a sum of money from his family. He and his girlfriend opened a cafe near Peking University and Tsinghua University. Time.
The purpose of Zhuang Yi’s shop is not to make money, but to enjoy a slow-paced literary life. At that time, the literary and artistic style was not as bad as the current street, coffee, movies, books, and dazzling lighting. The carving time was Zhuang’s most advanced imagination of literature and art. This unique temperament also attracted a large number ofCollege student group.
Then, the engraving time is aimed at the student group and slowly grows and develops. It was the fastest growing in 2008-2012, and now nearly four-fifths of the stores were opened at that time.
However, the engraving time is hot again, and it is not always the same as the island coffee that appeared in the same period.
In 1997, Taiwanese Chen Wenmin ran to the mainland Nuggets with his own Shangdao coffee. Previously, Shangdao Coffee has been operating in Taiwan for nearly 30 years, and chain stores have opened more than 20, but the business has always been unsatisfactory, Chen Wenmin did not earn any money, and he was still shy when he was half-life, even being chased by underground money houses. It is a last resort to choose to develop in the Mainland.
The result was never imagined. There was no improvement in the island coffee in Taiwan. It was like a fish in the mainland, and the business was hot.
At that time, Chinese consumers just started to understand and accept Western food. The coffee on the island is about four or five hundred square meters. The European-style decoration is accompanied by the “coffee + western food” model, which is novel and extravagant. It has attracted many petty bourgeoisie and business people, and has become a symbol of high style. Even government officials are invited to eat, and they all prefer to go to the island.
△Luxury Western-style decoration makes Shangdao Coffee once a representative of high style
Afterwards, Chen Wenmin and his partners took the initiative to open up and join, and the development of Shangdao was booming. In just five or six years, it has opened more than 600 stores, and the sub-brands derived from Shangdao have a total of 3,000 stores, far exceeding the sum of the stores of coffee brands such as Engraving Time and Starbucks.
At one time, many people, like Chen Wenmin, believed that Shangdao Coffee had the potential to become KFC in the coffee industry. Who knows, Shangdao coffee is high and low.
In 2003, Shangdao Coffee broke out in a series of ridiculous farce, including shareholder guilt and trademark turmoil. Since then, 3,000 stores across the country have disappeared in the past few years. After falling from glory to the end of the road, they were finally overtaken by the late Starbucks.