China's coffee drink market presents a pattern of "two super and many strong"

According to the "China Coffee Beverage Development Report 2022" recently released by the Red Meal Brand Research Institute, the scale of China's coffee drink market reached 60.
8 billion yuan in 2021, an increase of 30.
8%
over 2020.
As the coffee drink track continues to be hot in 2022, the market scale of coffee drinks continues to grow, and the Red Meal Brand Research Institute expects that China's coffee drink market will reach 79.
7 billion yuan in 2022.

From the data point of view, as the domestic coffee beverage market continues to grow, local coffee drink brands such as Luckin Coffee, Manner Coffee, NOWWA Coffee, and Lucky Coffee are rising rapidly, and the competition pattern of the entire category has gradually developed from Starbucks to a situation of "two super and many strong"
.

As the world's largest chain coffee brand, Starbucks is known for its "third place" positioning, emphasizing the social and business attributes of coffee drinks, and has more fans in China
.
Red meal big data shows that as of November 2022, the number of Starbucks stores in China has reached 6,489.

At present, the coffee drink brand with the largest number of domestic stores is Luckin Coffee
.
Luckin Coffee does not emphasize social business, but differentially aims at consumers' demand for convenient, fast and cost-effective coffee drinks, and quickly lays a large number of stores
through the "small store model".
According to the big data of Red Meal, the number of Luckin coffee stores has reached 7481,
and more than 280 have entered the city.

Different from Starbucks' casual business style, M stand, which also emphasizes the "third space", uses aesthetic atmosphere to shape the brand tonality
through the concept of "one store, one design".
In addition to meeting consumers' consumption needs for coffee drinking and social spaces, M Stand also meets consumers' online social needs
for photo taking.
According to Red Meal Big Data, the number of M Stand stores is currently 260
.

In addition, there are NOWWA coffee, which focuses on fruit coffee, and lucky coffee aimed at the sinking market, which are also developing rapidly, and the number of stores in both has exceeded 1,000.

China Food News(Version 07, December 05, 2022)

(Responsible editor: Luo Chen)