The two pieces of paper like "ears" on the mouth of the cup are the origin of the name "ear bag". Because the operation is simple and portable, the brewed coffee tastes much more pure and fragrant than instant coffee. Today, the coffee with hanging ears has occupied 65,438+05% market share of ordinary coffee in Japan.
But in China, even 20 10, few people have heard of the name "ear bag". So far, it has not been widely popular in China. Searching for "coffee" on Taobao shows that the number of babies is 15 17500, but if the keyword is narrowed down to "hanging ear coffee", the number of babies is only 5455, and the brands are also concentrated in foreign manufacturers such as Colin, UCC and Brooke.
Most people in China often start their first cup of coffee with instant coffee. Instant coffee developed by Nestle from 65438 to 0930 is still the "mainstream form" of coffee consumption. But for those who drink coffee as a part of their daily life, the concept of "how can instant coffee be called coffee" has become very common.
Most customers who buy coffee with hanging ears will also buy coffee beans. These people are about 25 to 35 years old and need to cope with busy work and life. They have a fixed demand for freshly ground coffee, but they need more convenient substitutes in business trips, tourism and other occasions. In addition, after all, making a cup of fresh coffee by hand with ground beans requires sufficient financial resources (buying coffee machines and other equipment), enthusiasm for learning and enough time. And instant coffee obviously can't meet the taste requirements of these people, so it is the best choice to brew an ear bag for less than 3 minutes at a time.
The price of a bag of hanging ears is usually around 7- 10 yuan, which is slightly more expensive than the same gram of coffee beans, because it includes labor costs. At present, China people spend about 70 billion yuan on coffee every year, and this figure will increase by 15% every year.
But although the space is large, it is not so easy to get in. You need a long-term stable and quality-guaranteed coffee bean supplier. These suppliers are usually all over the world, so you need to make reasonable purchases according to customers' tastes. No wonder hanging ears are usually sold as derivatives of shops that have been engaged in fine coffee beans for a long time. It's really hard to monopolize the lug from scratch.
Even if the problem of coffee powder is solved, the choice of hanging ear filter bag itself is very particular. This product has a patent right in Japan, and the process is complicated. Only a few manufacturers in Japan produce it.
In the case of omitting all the equipment that needs to be added, spending a few more dollars on an ear bag may be the closest to the real experience of hand-made coffee. This "small and beautiful" is probably the reason why lug bags are popular.