Trends of the Coffee Market in Once Tea-Oriented China

Coffee in China

咖啡市场趋势

Trends of the Coffee Market

China has slowly become a coffee-drinking nation, despite the pandemic, coffee consumption is growing at an incredible 15% annually, as opposed to the global rate of 2.2%. The total number of coffee shops in the metropolis of Shanghai has even reached 7,857 as of June 30th of this year, far surpassing New York, London, and Tokyo. 

中国已经慢慢成为一个咖啡大国，尽管受到了疫情的影响，咖啡消费量仍以每年15%的惊人速度增长，而全球的增长率为2.2%。截止到6月30日，上海的咖啡店数量达到了7857家，远远超过了纽约、伦敦和东京。

In this traditionally tea-loving nation, the coffee market has been evolving over the years in order to adapt to Chinese consumers' habits.

在这个传统的茶叶大国，咖啡市场多年来一直在发展改变，以适应中国消费者的习惯。

Convenience & Quality

1

方便性与质量兼顾

When coffee first became popular in China, it came mainly in the form of instant coffee power. Due to its convenient nature, it was widely accepted. Nowadays however, convenience is not the only thing coffee lovers look for when it comes to at-home coffee, quality, sense of enjoyment and freshness also matter. Hence the increased sales of drip coffee bags that can be prepared by pouring water into filtered bags hanging over your mugs, and cold extract coffee that can be prepared by simply adding the coffee extract in the capsule into your mugs. Given their popularity, many brands and individual coffee shops are now offering drip products and coffee extracts of their own.

咖啡最初在中国流行的时，主要是以速溶咖啡的形式。由于其方便性，它被广泛接受。然而，如今，咖啡爱好者所追求的不仅仅是方便，咖啡的质量、享受感和新鲜度也很重要。因此，可以将水倒进挂在杯子上方的过滤袋中来制作的挂耳咖啡袋和只需将胶囊中的咖啡液倒入杯子中就可以制作的冷萃取咖啡液的销量增加了。鉴于它们的受欢迎程度，许多品牌和个体咖啡店现在都在提供自己的挂耳产品和咖啡液。

Coffee Events

2

咖啡主题活动

To keep up with this explosive growth, many coffee events and trade shows are being held in China's "first tier" cities to better connect everyone in the circle – bean dealers, machine makers, consumers etc. These events include trade shows, networking opportunities, and exhibitions, as well as China’s national coffee competitions. For many Chinese coffee companies, attending or exhibiting at a coffee festival is a low-cost way to potentially generate sales. While offline coffee festivals and competitions such as Shanghai FHC Festival offer a more interactive experience to consumers in an open-air setting.

为了跟上这种爆炸式的增长，许多咖啡活动和贸易展都在中国的“一线”城市举行，以更好地连接咖啡豆经销商、机器制造商和消费者等圈子里的每个人。这些活动包括贸易展览、社交机会和展览，以及中国的全国咖啡比赛。对许多中国咖啡公司来说，参加或参展咖啡节是一种潜在的低成本销售方式。而线下的咖啡节和比赛，如上海的中国国际咖啡文化节，则在露天的环境中为消费者提供更多的互动体验。

Co-Branding

3

联名

Co-branding is not something new. When it comes to the coffee market, co-branding mainly takes place in two ways: between brands and between individual shops. Coffee brands such Sandunban have been collaborating with local artists, dairy brands, equipment producers, and even outdoor groups. Just as in the way in which coffee can exist in almost all settings of our lives, the ideas of co-branding can also be as creative as brands can imagine. Furthermore, individual coffee shops are also collaborating with their F&B peers – with popular bars, local artists, etc.

联名并不是什么新鲜事。就咖啡市场而言，联名主要有两种方式 - 品牌之间和线下实体店之间。像三顿饭这样的咖啡品牌一直在与当地艺术家、乳制品品牌、设备生产商，甚至户外活动团体合作。就像咖啡可以存在于我们生活中的几乎所有场景一样，品牌也可以尽情施展联名的创意。此外，个别咖啡店也与他们的餐饮同行合作——与当地的大热酒吧、当地艺术家等。

Local Production

4

本地量产

For many years, coffee fans in China have considered beans from plants in Kenya, Columbia and Guatemala et al. as their premium options. Today, as Yunnan accounts for about 95% of China's coffee production, with the rest being grown in Hainan and Fujian, many brands have started to source locally within the nation, for cost effectiveness and product line variations. Starbucks even began offering coffee drinks in its Chinese stores that used Yunnan’s coffee beans a few years back. Local brands such as Manner and Sandunfan have also been pushing locally sourced beans. The arrival of coffee in China represents a new ascendancy of previously exclusively Western influence, and coffee itself serves as a display of social status and cosmopolitanism.

多年来，中国的咖啡爱好者把肯尼亚、哥伦比亚和危地马拉的咖啡豆作为他们的首选。如今，由于云南约占中国咖啡产量的95%，其余在海南和福建种植，许多品牌开始在中国本地采购，以提高成本效益和产品线的多样性。星巴克几年前开始在其中国门店提供使用云南咖啡豆的咖啡饮料。Manner和三顿饭等本土品牌也一直在推广从本地采购的咖啡豆。咖啡进入中国代表着以前只受西方影响的新优势，而咖啡本身也显示了社会地位和世界主义。

Even though the market seems saturated, there is still room for business opportunities as Chinese people are more open to new trends (new flavors, mix with bubble tea, ice cream, yoghurt etc.) and are curious and willing to know more about coffee. To be competitive you need a marketing agency that understands the market and knows how to communicate with a target audience. Contact us for more information: [e-mail].

尽管市场似乎已经饱和，但随着中国人对新趋势(新口味、混合奶茶、冰淇淋、酸奶等)更加开放，对咖啡充满好奇和了解更多的意愿，市场也有更多的空间。若想提高竞争力，你需要一个了解市场，知道如何与目标受众沟通的营销机构。更多信息请联系我们：[e-mail]

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