The core data of this paper: the per capita coffee consumption of each country/region, the distribution of cafes in China, the distribution of Chinese coffee brands in second, third and fourth tier cities, and the distribution of lucky coffee shops.
The coffee market in first-and second-tier cities is relatively mature.
In recent years, coffee culture has prevailed in China, and coffee has become a fashion, which is warmly sought after by young people. Because of the fast pace of life, consumers have regarded coffee as a "daily drink". According to the survey data released by Deloitte in April, 20021,consumers in China's first tier cities and second-tier cities have gradually developed the habit of drinking coffee, especially in first-tier cities, and the average consumption of consumers who have developed the habit of drinking coffee has reached 326 cups per year.
Consumers who have developed the habit of drinking coffee.
In addition, at present, coffee shops are mostly concentrated in first-and second-tier cities, the market is gradually saturated, and competition is gradually entering a white-hot stage. According to Deloitte's data, cafes in first-and second-tier cities currently account for 75%, while cafes in third-tier and below cities only account for a quarter.
The coffee market will sink to third-and fourth-tier cities.
With the development of China's economy, the consumption level of third-and fourth-tier cities is constantly improving, and the number of cafes in third-and fourth-tier cities is gradually increasing. In the future, the coffee market will gradually shift to third-and fourth-tier cities. The representative "small town youth" in third-and fourth-tier cities has become a potential stock of coffee consumption. With the awakening of young people's awareness of coffee consumption in small towns, the coffee consumption market in third-and fourth-tier cities needs to be tapped.
The sinking of the third-and fourth-tier markets has brought infinite opportunities to coffee enterprises. At present, Starbucks, Ruixing and other brands have begun to open more stores in second, third and fourth tier cities in China.
In addition to Starbucks, Ruixing and other coffee brands, there is also a new tea brand aiming at the market gap-Mi Xue Bing Cheng. Lucky Coffee was founded on 20 17, and its products are positioned as cheap coffee. At present, the number of stores has exceeded 500, widely distributed in third-and fourth-tier cities, and cakes have been eaten in the coffee sinking market. The data shows that the number of lucky coffee shops in third-tier and below cities accounts for more than 75%.
The above data refer to the Analysis Report on Market Demand and Investment Planning of China's Coffee Industry by Prospective Industry Research Institute.