How should crossover coffee make its own brand characteristics?

How should crossover coffee make its own brand characteristics?

+Industry newsSep 27, 2022

Coffee, as one of the world's three major beverages, is popular with cocoa and tea as the world's main drinks. Voltaire, the best poet in France, was so passionate about coffee that he reportedly drank 40 to 50 cups a day. Despite warnings from his doctor that coffee would one day kill him, Voltaire lived into his 80s, declaring on his deathbed, "Coffee is indeed a chronic poison, and its effects are really slow."


Over the years, the world has consumed 400 billion cups of coffee and about 10 million tons of coffee beans. With the acceleration of China's internationalization process, coffee in recent years at the speed of 20% consumption ascendancy advantage. At present, China's demand for coffee is increasing day by day, and the coffee market is entering a stage of rapid development, which means that the rise of new brands will be faster, and the scale of China's coffee market will reach 1 trillion yuan by 2025.


In addition to the many brands focused on making coffee, some unlikely brands have also crowded into the coffee circuit... Not long ago, XTEP (China) Co., Ltd. applied for the registration of three trademarks of "XTEP COFFEE" and three trademarks of "XTEP COFFEE", which means XTEP will also enter the COFFEE circuit. But he is not the first sports brand to jump on the bandwagon.


Earlier this year, sportswear brand Li NING registered the trademark "NING COFFEE" and said it would offer COFFEE services in its stores. At present, Ning Coffee has appeared in several stores of Li Ning in Xiamen, Guangdong and Beijing. In addition to sports brands selling coffee across the border, China Post, petrochina, Sinopec, Huawei, Wanda, Tongrentang and other big brands have been deeply involved in the coffee market.


Based on the feedback from consumers in the current market, cross-border coffee sales still need to be "specialized".


Tongrentang's Know Health Coffee has less than 10 stores in Beijing. According to the consumption experience shared by consumers, on the one hand, the price of coffee in the stores is high, and the price is almost 35+. On the other hand, "price does not match quality", and the taste is difficult to adapt to.


Post office coffee people have commented on the thunder, outspoken "can only be far view not obscene play how".


Ning Coffee is called "gimmicky", the threshold is not low, you need to spend a certain amount of money to be provided with free coffee. People say that Ning coffee is not easy to buy and needs to stand on the shoulders of 499 yuan.


The coffee track is sweet, but the road is not as beautiful as it should be. For many crossover coffee brands, the coffee market cannot replace the main business, but it can also be used as an opportunity to improve the public's awareness of the brand. Crossover coffee can meet the core needs of the new generation and is an undeniable upgrade of enterprise service. However, just as the so-called gap is like a mountain, how to deal with the image of coffee and traditional brands, how to change the consumers' inherent cognition of the brand?


If crossover coffee wants to gain a firm foothold in the coffee circuit, it is necessary to improve the quality of coffee products and meet the needs of consumers. It is also necessary to enhance the brand concept, break through the own characteristics of the brand framed, and combine the brand characteristic culture with coffee, so that consumers can be "convinced".


The data and pictures in this paper are all from the Internet.

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