Attitudes and perceptions of Chinese coffee drinking in recent years
Release time: 2023-10-13
Chinese people do not have the habit of drinking coffee, coffee is not considered a necessity, and most of the people who consume coffee in the country are only for the following two reasons: ① as a more powerful than tea, healthier than tobacco, a kind of refreshing agent; ② as a symbol of Western enjoyment of life, feel the petit bourgeoisie. So in the end, in the minds of most people, what kind of coffee is good coffee?
A Nestle coffee, great taste of the classic advertisement, red throughout the north and south of the Yangtze River, may make a generation of people are full of longing and yearning for the Nestle, then the hearts of the people of the country may be coffee and coffee flavor is almost directly equal to the taste of the Nestle. Later, Nestle developed the 3-in-1 according to the taste preferences of the Chinese people, no need to add milk, no need to add sugar, you can directly brew a cup of rich flavor of the great taste of Nescafé. Since then, most of the Chinese people probably have an evaluation of coffee in their mind. After that, Nestle entered China with Maxwell's (the world's second largest instant coffee empire), but perhaps because Nestle's already occupied the Chinese people's Chinese heart, or Mai's strategy is different from Nestle's, Mai's in China has been lukewarm, I remember it seems to be the 2000s, Mai's is gradually known by more people.
Later, Starbucks, the coffee giant also stepped into China, in the minds of the people, Starbucks entered China as if it represented a small capitalist, many people to Starbucks to sit and feel different, this point I do not know whether it is due to the brand positioning of Starbucks in China, or due to the consumer psychology of the country, but in any case, Starbucks prices in the minds of the majority of the country is still expensive (about 28 yuan per cup), making a not yet affluent people to buy a cup of coffee. Let a person is not rich to spend more than twenty dollars to drink a cup of beverage, may indeed be enough luxury, but the huge national population base, or to make this kind of consumption to earn enough profit, it is also the kind of luxury life of the people of the country since the ancient desire, but also led to the Starbucks store in many cities, can appear rare queuing up to buy the coffee of the scene.
With the pace of Starbucks, the growing coffee shop Costa, also want to get a piece of the pie in China, but and Starbucks is different, Costa is due to find a strong strategic partner in the country, so the smooth entry into China's coffee market, so you can often see, a lot of XX commercial building Starbucks coffee shop, are in succession for Costa replaced.
With Nescafe's advertising bombardment, Starbucks petty positioning, are not the same, there is a class of good coffee, for the people, they generally appear in large supermarkets, to meet those consumers who want to enjoy coffee at home, which is illy and lavazza, consumption of this part of the product consumers, relative to the consumption of instant coffee and only to the Starbucks cafe to enjoy the consumers, this part of the customer may be on the coffee a little bit more, may rely on coffee products for drinking a little bit more, of course, it is also possible, and not a few, some people come to the supermarket to buy these brands of coffee because they get some gifts for making coffee, such as American drip filter pots, mocha pots and other things.
Of course, in addition to the above, there are many other standards of good coffee in China, such as the world's best Blue Mountain coffee, although not many people have really tasted the real Blue Mountain coffee, and even if they have tasted the real Blue Mountain coffee, most of them drink the burlap-loaded Blue Mountain that has been aged for a long time, and it's dead expensive. If you drink, when you swallow, no need to question, it is really hard to drink, really hard to drink, if you are your own money to buy, then congratulations, you are the authentic wrongdoer. Blue Mountain coffee is expensive, but the Blue Mountain flavor coffee is very pro-people, this Blue Mountain flavor coffee borrowed the Blue Mountain coffee's big name, really a fox, hanging the sheep's head to sell dog meat, but also popularized the north and south of the river a lot of island word coffee, of course, there are a lot of cheap Blue Mountain on the network. There is also Colombian coffee, the name is also deeply implanted in the hearts of the people of the country, Colombia as the world's largest exporter of washed coffee, in the minds of many Chinese people have been linked to the best. There is also expensive cat poop coffee, with the help of a variety of media hype, but also in the hearts of the people in the supreme position, of course, because of its price and let people do not want to think about the process, the sales are very not considerable.
With the further opening of the Chinese market, a more relaxed market environment, the people's more generous consumption budget, more and more coffee into China, the people can choose, can understand more and more content, the country will be able to get more good coffee, the country's heart that measure coffee will also change, with the world of coffee, coffee, coffee, coffee, coffee, coffee, coffee, coffee, coffee, coffee, coffee, coffee, coffee and coffee.
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