There is Buck of one masses star to die beside me faithful pink, treat astral Buck as true coffee. Their character life is, often encircle PO to give the green mermaid cup below all sorts of lights in the friend. All sorts of appointment and on the weekend, illegally or forcibly occupy in each district star Ba Kezhen chooses coffee door store is first selection.
Manage place ought to, they feel other coffee does not say to go up is coffee. So, this paragraph of time, after coffee of favour of luck of Luckin Coffee of homebred new brand appears on the market in a large-scale, they are not accepted temporarily, feel lucky favour is newcome upstart, the dot can be pulled one cup low they force like case.
Fasten by costly astral Buck misdirect coffee?
Must admit, on the transmission on brand and soft culture, entered China 1999, open store of the first door to interlink Buck of coffee tycoon star to have very much really in the United States of Beijing nation trade. So old come, astral Ba Kerang is increasing Chinese, knew coffee, also delimit the character life of coffee and costly case went up equal-sign, drink coffee price tall, the crowd that drinks coffee is smaller numerous.
The number that is cited all the time inside the industry is: The coffee that at present China consumes every year on average each is less than 5 cups, although be in Shanghai, Beijing, Guangzhou to wait for city of a gleam of, annual consumption of coffee of average per capita is 20 cups. In the meantime, of North America and European country annual consumption of coffee of average per capita is 400 cups about, of Japan annual consumption of coffee of average per capita is 360 cups about. Under photograph comparing, chinese coffee market still has very large growing space.
But very few somebody thinks, so old come, why does the Chinese drink coffee so little?
Besides tea culture the mainstream beverage that is China consumes culture besides, is coffee too expensive do not calculate a reason?
Be in China, drink coffee too expensive, unusual expensive.
The United States goes be away on official business 10 years ago, I discover, the crowd that Buck consumes Chang Quxing, the company is in charge of high, have emeritus old person, still have teen-age young student, stability of a cup of quality has 3-5 dollar assuring coffee, everybody can be consumed case. And be in the Europe with coffee culture long history, buy a bottle of coke and drink price of a cup of coffee about the same.
But be in China, 3-4 of a bottle of coke yuan, coffee of Buck of a cup of star (also include the cafe such as COSTA) the price that can sell 30+ yuan, relatively costlier than prices Canada is tall still. Last year in November, I go to Canada, discover astral Ba Keli cup of a cup of Tall the coffee that take iron, add up to a RMB 17.3 yuan. Same a cup, in domestic star Buck marks a price 27 yuan, it is 1.56 times of Canadian price fully.
The data shows, include the United States, Japan, the price of sale of national star Buck such as New Zealand and Australia is different also of degree under China.
The article outside having a state denounces exposition and argumentation, astral Buck surprises in China and Russia expensive clinking, the reason is a star Buck is in these places to locate his painstakingly the figure of extravagant, high end, feeling letting a person goes astral Buck is kind of higher capacity is indicative.
Before a few months, qian Zhiya of favour coffee author is in luck to allude to media say when poineering reason, her friend, the assistant president of bank of Beijing some foreign capital, with his pay, he feels, in Beijing one day drinks a few cups of stars Buck is a bit expensive.
Can lucky favour drive what coffee is in China to gain ground change?
So, I feel, make the lucky favour coffee of new brand of phenomenal class topic recently, saying with its is special meeting sale, internet is new the coffee of retail mode. Be inferior to saying, it is complete the window paper that the character that disclose defeats coffee to be in China is costly case lives, let coffee with more par, easy way gains ground to come -- this ability is lucky favour tornado and the greatest value that come.
After all, without giving thought to new retail, old pattern, people still should drink a cup of quality finally to have assure, sexual price compares first-rate coffee. So, lucky favour lets coffee " buy get, can afford " the key that just is a problem -- the pain spot place with coffee old industry.
Toward big field, killed the lucky favour coffee of the industry 2018, calculate a crucial turning point to the value of Chinese coffee industry and consumer.
To average consumer, lower price, more setting gets a cup of coffee that has quality, thereby more consumption; Especially, bigger market background is, chinese Neozoic consumer rises abruptly, not Care abroad brand, consumption is more self-confident with ego; Still have, estate is produced to expand in, town is changed of rate rise ceaselessly etc. Sexual price is compared and convenience sex, the person that can let drink coffee is increasing.
Will tell to the industry, above all, destroy costly division, solve price pain spot, let coffee return to the masses to popularize beverage, market more player, more multivariate choice, ability makes coffee market has an opportunity to erupt thoroughly in China. Become a hedge when the price, meet those who restrict coffee naturally gain ground, won't bring the outbreak of coffee market more.
In other words, if be equal astral Buck at coffee itself, the likelihood is too narrow. The money from astral Buck can see in the newspaper, go 5 years, the wool interest rate of astral Buck exceeds 50% , adjacent 60% , can calls fast sudden huge profits the industry.
A friend that in an abroad famous coffee company works says, from Chinese market is entered 13 years ago, they expect the coffee after 2008 can gain ground to come in Chinese market. Cannot think of, come for years, astral Buck people let coffee make Chinese market the consumption of small numerous high end is pronominal, the spring of coffee market did not arrive tardy.
So, explode suddenly first half of the year this year when lucky favour coffee when coming out, they feel suddenly, the fire of this one new pattern that reduces next coffee prices comes swift and violently, more burn a dot to go up. Below large-scale sales promotion, average unit price 15 yuan lucky favour coffee, besides the brand, mix in character convenient on the service, do not be defeated by astral Buck.
The coffee on Chinese market, should mix early the whole world elsewhere same, it is beverage of spending of a public, have as if the par coffee like the soya-bean milk that the Chinese loves to drink, also have coffee of high-quality goods expensive price. The market is multivariate, just more admits opportunity and likelihood.
Be in Japan, coffee is beverage of a special all-pervading. Have the convenience inn coffee that nowhere is absent already, as mineral water 100 yen a cup, also have cafe of high-quality goods of more of astral Ba Kehe. Of Japanese market today, may be Chinese market tomorrow.
Next, new brand challenges industry tycoon to just may have an opportunity with different pattern. Buck is in the star Chinese market is long-term alone great value and market forestall, brand of a lot of cafes, have the dream of the challenge. But come nearly 20 years, astral Buck is occupied in Chinese city rate already exceeded 50% , if still be duplicate star,Ba Kemo type challenges astral Buck, the scope should be very uncertain.
New retail, new brand, give birth to digitlization enterprise formerly, tactics of adept new sale, capital actual strength is driving, lucky favour coffee represented a force that can challenge astral Buck really.
"Astral Buck the champion of set up shop that now also is Japan, nevertheless, it can be not enjoyed in Japan in China the sort of rent super and favourable clause singularly. " in allude account of lucky favour coffee accuses astral Buck to be in China recently when commercial real estate rents forestall prerogative, a coffee trade public figure is conveyed even give a kind, eventually the feeling of satisfy a craving that somebody challenges astral father odd.
Change a point of view again. In China so much was done in this small pond year big fish, after reaping so much profit, when vicissitude of the market, should Buck also adjust the star hold high dozen of way that makes high?
Go 5 years, star inn of door of division of Ba Kezhong state increases 3200 from 800. Quickening set up shop while, star the sale is the same as inn of Chinese market is in Buck to maintained one year all the time in the past control in 6~8% . Before 2022, astral Buck plans to will achieve the goal of 6000 doors inn in Chinese market. As the osmosis of the grow in quantity of door inn and market, prospective star Buck is in China whether maintain growth of the sale that be the same as inn to return very it's hard to say.
The consumer of new generation may consume sexual price to compare taller commodity to reason from idolatrous abroad brand. Millet, Netease is severe choose kind of brand to be in China in recent years the rapid development of the market, had shown such consumption big trend.
Develop a space from the enterprise for, public marketplace just is the most extensive and huge market, the tycoon with bigger be pregnant with. No matter Swedish appropriate home, Japan actors or actress garment library, still be the author of Spanish ZARA, these industry businesses are local head rich with respect to confirm this.
So, the astral Ba Kezheng that avoids to be the same as costly case faces base, change with gaining ground more, more convenience good coffee proceed with, dig greater sexual value to compare the market, the opportunity of Chinese coffee market and latent capacity, the likelihood just just begins.
