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Jetinno: Why does the self-service coffee machine take so many cups under the eyes of Starbucks?

Nov 10, 2018

As one of the three major beverages, coffee in China is certainly not comparable to tea and cocoa. According to Euromonitor International, China consumes 3 cups of coffee per year, compared with the figures for the United Kingdom and the United States. 250 cups and 363 cups, the per capita consumption of the first-tier cities in the north, Guangzhou and Shenzhen is only about 20 cups. However, according to CBS, in the past four years, China's coffee consumption has almost doubled, coffee imports have increased by 16% annually, and the United States is about 2%. The younger generation began to embrace coffee, and many young people are becoming more and more accustomed to holding coffee to work every day.

Due to the overwhelming news of Ruixing and Starbucks, the news was not only spread in the industry, but also in the circle of friends, and it became a topic of urban white-collar workers and younger generations. What brand is Ruixing? What is coffee? How about the instant ratio? The heavyweight propaganda of Ruixing and Starbucks intentionally or unintentionally pulls people who don't care about coffee into the circle. Instant coffee gradually withdraws from the historical stage, and the current coffee will also spread to the second and third tier cities. China's coffee industry has huge rising potential.

Under the aura of Ruixing's capital, high-end users and users in the consumer upgrade environment will bring hope to the new retail coffee brand. The self-service intelligent coffee grinder ushered in an unprecedented outbreak, and quickly completed the layout under the leadership of Internet giants such as Ali and Jingdong. This kind of anywhere, anytime, take the code scan self-service coffee machine, what can be done under the eyes of Starbucks and Rui Xing to divide this mouth-watering 100 billion coffee market?

[Core users with a large base]

After the 90s, the new generation is the pillar of the contemporary society. There are old and small, and overtime has become a phenomenon. The pressure is big, let alone go to Starbucks and quietly taste the coffee while enjoying the scenery leisurely. Different from the social experience mode of cafes such as Starbucks and Ruixing, the self-service vending machines make full use of their fragmentation time to meet the needs of these people, so that they can drink coffee anytime, anywhere, freely, and on the go. Wish. A large number of new generations of Chinese people have become the core users of self-service coffee machines, and the core users of continuous consumption have brought a steady stream of profits to the self-service coffee machines.

[Best price-performance advantage]

Due to the convenient delivery service of Ruixun, Starbucks also cooperated with Ali to take out the take-out. Whether it is at work, leisure or play, just open the mobile phone app order and drink a cup of freshly ground coffee is no longer a difficult task. The ideal is full, but the reality is very skinny. According to the data of the hungry app, Sanlitun SOHO Starbucks sold 338 orders a month, and received only 76 comments, including a "two hours from the order to the receipt... the ice is gone." ....." bad review. It’s not just Sanlitun. When you open the app, the sales of other Starbucks stores are just as bleak, and the problem of low sales has become a common phenomenon. In a shop, only 25 yuan of Starbucks coffee is sold. There is not only a discount on the takeaway app, but also a 9 yuan delivery fee on this basis. This "high cold" takeaway marketing strategy will undoubtedly arouse the resentment of consumers.

Jetinno previously invited the WBC champion Pan Zhimin to taste the difference in the taste of coffee made by Starbucks Coffee, Ruixun Coffee and Self-service Coffee Machine. Mr. Pan said that in fact, the self-service coffee machine is related to Starbucks and Swiss in terms of taste and experience. Fortunately, coffee is almost the same. However, they are different in price. The price of coffee produced by a self-service coffee machine in the market is consistent with the delivery fee of Starbucks. This high cost performance has caused more and more consumers to enjoy spending on self-service coffee machines. The popularity of the coffee machine is not unreasonable.

[Business opportunities emerging under the infinite consumption scene]

In the face of rising costs such as manpower and rent, there is no such investment as Ruisheng for ordinary cafes, let alone expansion, and the endless number of operations failures. The existing consumption scenes of offline coffee shops are also Far from meeting the needs of the market. These self-service coffee machines with small footprint and ready to move are easy to find offline traffic, which solves the problem of difficult site selection to a certain extent; the automatic money-making machine that never rests greatly reduces the rent and labor costs. I used to open a tea shop with 200,000 yuan to consider various cost issues. Now I can open five or six smart new retail coffee shops. I only need to sell 10 cups a day and only 6 months to get back to the present and achieve profitability.

According to Jetinno Data Display, operators with large-scale gathering resources such as sports games, music festivals, and holiday parties can make a profit of 10,000 yuan per day, and the profits of three or four machines in one day are worth a few other fixed scenes. Monthly profit. For a variety of reasons, the self-service coffee machine can be rapidly expanded to various locations throughout the country, whether it is office buildings, stations, airports, hospitals, business centers, colleges and universities... self-service coffee machines have become a common life partner.

[Main coffee blank market, in line with contemporary consumption habits]

Coffee has a natural social identity and becomes a way of life, and offline coffee shops can never be completely replaced by unmanned retailers. Self-service unmanned new retail is not the purpose of annexing the offline physical coffee shop. His appearance is complementary to the offline coffee shop. It has a market space of 8-15 yuan, which can be regarded as instant coffee and coffee shop. The price range between the two, the relatively blank market. For the consumer group after the upgrade, want to drink a cup of high-quality fresh ground coffee, go to the cafe too many people, take-out waiting time is too long, more people are more focused on the coffee itself experience, in this consumption atmosphere, The self-service coffee machine is oriented to the needs of users, emphasizing the strategy of “everything is there, take it away”, using density to win, and integrating multiple scenes to achieve radiation profit. The production efficiency of 40s cups is 20-30 times higher than that of stores (20-30 minutes), which complements people's fast-paced life. The phenomenon of the emergence of self-service coffee machines is undoubtedly more in line with the consumption habits of contemporary people.

[breaking through homogenization barriers and deepening user experience]

The self-service coffee machines that have been put on the market today are similar in terms of machine structure, module construction and consumer experience. In the face of today's severely homogenized product lines, how to stand out and break down barriers has become a core issue that many brands need to face. At the same time as the self-service coffee machine intelligent system technology iteration, focusing on the user's operation and consumption experience is the key factor to break through the barriers. The grasp of coffee taste, the control of supply chain and coffee bean quality, the faster and safer payment mode, different formulas for different consumption habits of different scenarios, and comprehensive coverage of upstream and downstream upgrades, in order to allow consumers to pay. The era of pre-production has ended, and the post-operation is fine. It has become the ticket for the second half of the new retail of coffee. More humanization and intelligence is the future of self-service coffee machines.