The following is the In depth analysis report of coffee industry in 2022 From China Merchants Securities recommended by recordtrend.com. And this article belongs to the classification: Life data, research report.
This report analyzes the development history of the coffee industry, its development stages and trends in China, and the company advantages of the two leading companies, Starbucks and Ruixing. It believes that the coffee industry is an industry with high demand stickiness, high profit margin and easy to be a leader. At present, China’s coffee industry is still in the rapid stage of increasing penetration, and it is popularized from a small elite group to the general working class, with high cost performance, standardization, convenience The demand for beverage coffee is rising, and “take away” type “fast coffee” represented by Ruixing coffee and manner is developing rapidly.
The coffee industry has a long history and is one of the three largest beverages in the world. As a sub category of soft drinks, it has the characteristics of high profit in the beverage industry. At the same time, compared with other soft drinks, it also has the characteristics of high growth, high demand stickiness and high concentration – it is easy to produce large market capitalization companies. China’s coffee market started late but developed rapidly, reaching 81.5 billion in 2020. Compared with the average level of mature overseas countries or regions, the penetration rate of China’s coffee market is still very low, and there is huge room for per capita coffee consumption to increase. Among them, ready-made coffee is the main direction in the future. With the penetration of coffee from the small elite to the public wage, the pace of life has accelerated, the demand for functional ready-made coffee has increased significantly, and the trend of high cost performance, standardization, convenience and beverage is obvious.
Starbucks: a chain coffee leader with outstanding scale effect advantages. Starbucks was the first to quickly open the U.S. market with a new social business model of “high-quality coffee beans” + “third space”. After that, global expansion drove high income growth. In the mature stage, the company strategically adjusted its business strategy, returned to the core of the brand and improved its profitability. Since Starbucks entered China in 1999, thanks to the direct marketing mode + high-quality products + third space, Starbucks has realized the rapid expansion of stores within 20 years. Its competitive advantage lies in the excellent business mode + Global Supply Chain + digital operation, using high-quality coffee + third space to channel the core business circle, and creating a closed loop of brand, passenger flow and rent advantages.
Ruixing coffee: cost advantage + technology empowerment, the future of the chain leader can be expected. Ruixing has precisely targeted the white-collar segment and young mobile Internet users, focusing on cost-effective freshly ground coffee products. The company’s site layout tends to cover areas with high population density with cache stores, and then cover the surrounding areas with low density with takeout and takeout. Through the new retail business model, Ruixing infiltrates the strong cost advantage brought by the upstream supply chain; Perfect digital R & D system, a virtuous cycle of mutual support from front-end business data to back-end R & D innovation, and frequent fund explosion; Advanced scientific and technological investment and scientific and technological capabilities enable the whole business chain, improve the efficiency of the supply chain and stores, and enable the company to firmly grasp the market trend and the minds of users.
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