The “sleepy” of Internet people is supporting a 100 billion coffee market
文|易易二
Source | 螳螂财经(ID:TanglangFin)
“It’s more terrible than overtime. It’s a sleepy report every afternoon. Fortunately, there is Ruixing downstairs, a cup of American belly, and I am a working machine with a normal function.” Li Xiao, a large TP company in China, snarled.
“Morning in the morning, sleepy in the afternoon like a dog” is indeed a true portrayal of most white-collar workers in the workplace, and the afternoon tea habits that have been extended since the British 17th century have evolved into white-collar workers who order a cup of coffee. The function is just needed.
The China Merchants Research Institute data shows that the size of China’s coffee consumption market in 2018 was 56.9 billion yuan, a year-on-year increase of 31.1%. It is expected that by 2022, the coffee market will exceed 100 billion. According to Sina Finance, the proportion of coffee consumers who are mainly white-collar workers is 83% of the functional demand for refreshing and eliminating fatigue.
The “sleepiness” of Internet people is supporting a 100 billion coffee market. Li Xiao also said: “I feel that we can support the lucky one downstairs in one department.” Her Ruixing APP, a single sugar-free American style on the order list, appeared at 3 pm every working day.
What kind of coffee story Ruihui has to say is still inconclusive, but it has actually cut the coffee track from the Internet and boosted the popularity of freshly ground coffee. According to the data of the prospective Chenye Research Institute, the market size of the current grinding coffee consumption has increased from 5.7 billion yuan in 2013 to 39 billion yuan in 2018.
When Ruisheng stirred up the market of freshly ground coffee, instant coffee, which has dominated the coffee market with a market share of 71.8%, has also been waiting for the monopoly of foreign brands such as Nestle and Maxwell. . And this “squid” may be the hot instant instant coffee.
Some, in the current price of freshly ground coffee, at the moment, the instant instant coffee can become a “spoiler” on the instant track, find a place in the market?
Unbalanced coffee market, obvious upgrade requirements
Drinking coffee as a Western-style lifestyle, after the opening of the coffee consumption in China, the instant coffee represented by Nestlé, in 1999, Starbucks promoted the development of the existing coffee shop in a standardized production and quality control mode. Under the almost blank market, the habit of Chinese consumers drinking coffee has been cultivated.
In recent years, the emergence of Ruixing has made China’s coffee market experiencing the gradual popularization of freshly ground coffee, and gradually let this consumption habit gradually sink from second-tier cities such as Beishangguangshen and Shenzhen to second- and third-tier cities.
But even if there is Ruixing plus the whole family, 7-1In the convenience store, the freshly ground coffee stirs the market. In China, according to the data of the Prospective Industry Research Institute, instant coffee still accounts for 71.8% of the market share. The market share of freshly ground coffee is only about 18.1%, followed by the market. A ready-to-drink coffee with a 10.1% share.
With this data, compared with the US market, freshly brewed coffee accounts for more than 87% of total coffee consumption, and instant coffee accounts for less than 13%.
The tastes of consumers are also changing. In the growing awareness of consumers, the demand for beverages has shifted from “good” to “healthy” and “low sugar”.
This is a glimpse of the changes in the beverage and tea market.
Coca-Cola has been rumored to have withdrawn from the market for sugar-free cola. In the second quarter of 2019, it has maintained double-digit growth for seven consecutive quarters; the Lantern Forest with burning tea, bubble water and other explosives in 2019 Cat 618, won the TOP1 of water drinks, has been valued 4 billion in 3 years of establishment; the traditional street tea shop with tea powder + creamer blending, has been used in the original way of fresh tea + fresh milk Tea drinks were replaced, and unicorn enterprises such as tea-yellow, hi-tea, and nai-snow tea appeared.
In the current coffee market, the main force is still the 90% sales of the coffee market by Nestlé and Maxwell. However, under the promotion of Ruixing, the coffee is now step by step to market dominance. Under the circumstances, the traditional two-in-one and three-in-one instant coffee that has remained unchanged for a long time is also urgently needed to change in the trend of consumption upgrading.
Ou Rui International data shows that Nestlé, the leader of instant coffee, has a market growth rate of only 3.19% in 2018. As far as the entire market is concerned, the Information Times article also shows that in 2016, 32% of Chinese consumers said they had had instant coffee, and by 2017, this percentage had dropped to 26%.
In other words, the trend of getting coffee is getting more convenient and cheaper, and it has begun to force the instant coffee to start thinking about optimization and upgrade.
After all, when you can buy a cheap freshly ground coffee when you go downstairs, who is willing to continue to brew the instant loss of flavor in the office?
A place for fine instant coffee: taste, convenience and value for money
However, despite the crisis, the upgrade of instant coffee still has obvious market space.
The price segment of the current coffee market is polarized, and the instant solution to solve the functional demand is the main low-end market. The social and emotional needs of the sales space are mainly focused on the mid- to high-end market. In between, there is still a big blank market. .
The strong rise of Ruixing is to let consumers enjoy the quality of freshly ground coffee at a lower price and occupy the middle ground of the freshly ground coffee market. Moreover, the flowers that bloom everywhere and the convenient and convenient take-out have gradually penetrated the freshly ground coffee into the family and work scenes.
If the freshly ground coffee with good flavor can promote the market with convenient attributes, then there is instant coffee with convenient properties. Is it good flavor and can seize the middle market?
Alibaba data shows that the sales growth of filter coffee has increased over the past three years, surpassing coffee beans and coffee powder, and the market share has been increasing.
This also means that in addition to going downstairs to buy a cup of Ruixun, boutique coffee is in an instant form, out of the store, to the desk of the family and white-collar workers, on the way to the upgraded coffee, and found their own A place.
In terms of taste, compared with the fixed proportion of traditional coffee, with the fixed menu of freshly ground coffee, the boutique instant has made more personalized options to upgrade, the coffee beans through the “freeze-drying” process, in the removal of coffee liquid At the same time as moisture, it forms a coffee extract that is soluble in water and retains more flavor. Consumers can mix with milk, soy milk, ice water, hot water, soda, etc. to get a personalized flavor of coffee.
In terms of convenience, in fact, Ruixing’s stores and take-outs are already the most convenient way to obtain fine coffee. However, under the restriction of store opening hours, only the best-selling products for storage can satisfy the “just want to drink.” At the time, you can get a cup of good quality coffee.
In terms of price, the fine instant coffee also has a certain price/performance ratio. The price of freshly ground coffee, the cheapest convenience store coffee is priced at around 10 yuan, Starbucks is around 30 yuan; the price of instant coffee, in Nestlé, for example, is concentrated in 1-3 yuan; and the instant instant coffee, Represented by three and a half, according to the price of 189 yuan and 24 pieces at the time of the promotion, the price of a cup is about 7.8 yuan.
By combining instant taste, convenience and cost-effectiveness, the boutique instant coffee has found its place in the coffee market. But the fine instant coffee is more able to capture the hearts of young consumers, and perhaps have a blessing of the face value.
Starbucks green, Ruixing blue, are their memory points in the hearts of consumers; while instant coffee only has the same packaging that meets the fast-moving products.
If the upgrade of the product itself is a hard innovation, then the innovation of packaging is the soft power that can bring high recognition to the product. At this point, the innovation of the shape of the three-and-a-half-small coffee cups, which is better done, has quickly become the memory point of the brand. When Li Xiao described the three and a half times, he said, “It is the brand of the numbered small coffee cup.”
The first financial magazine in “How can instant coffee self-upgrade? The article said: “The instant coffee category has not appeared in new products for about 6 years. But there are a lot of innovative three and a half in product packaging and technology, it looks very different.”
But even then, at this stage, under the aggressiveness of Ruisheng’s strong market opening, there is a place where the fine instant coffee still has an anxiety crisis.