In 2012, south-east asia's famous coffee brand — comparable to coffee that can land in china, with a different brand extension that brings new experiences of coffee to chinese consumers — created a hot tide of italian coffee in the chinese market. Comparable coffee is a market entry point for the “café next to me”, leading you to the café next to you, slowing down in your busy work, having a cup of comparable coffee at any time, so that you can enjoy the comfort and release of your body and body, like the culture and romance of the café. In the first half of 2014, the centre for the advancement of consumer goods in the eastern century of shanghai, together with the leading information and research institute in the triangulation of fast-forwards, monitored the retailing of more than 4,000 shops, supermarkets, convenience and discount shops and professional stores in shanghai and the surrounding area。
Take the differential route
China's solid coffee market has been in a monopolistic position for many years with almost nestlé brands, and the difficulty of new brands entering the market and gaining a place is understandable. By choosing the path of differentiation at the beginning of the market, from the very small and high-end of italian coffee at the time, to the introduction of a “comparable coffee series” and the introduction of a “improvable coffee mix with chocolate powder” with the idea of “to move a café to the next door”, consumers could enjoy the taste of coffee at a café without a home, and they were able to capture the consumer’s “new, interesting” mentality, thereby achieving some success. The subsequent launch of a south-east asian-style-style “comparable white coffee”, in line with the requirements of the high-end soluble coffee market for white coffee, has further enhanced the impact of comparable high- and medium-end soluble coffee markets。
Compared to the high-quality alabica and robesta beans from tropical highs, which are carefully crafted by unique formulations, smelly and staminad. As “comparisonable” with extensive experience in coffee production, there are “comparisonable coffee series”, “comparable white coffee series” for medium- and high-end consumers, and “comparable instant coffee series” for mass consumption, each of which is unique and brings different experiences of coffee to consumers. The market proved to be comparable and differentiated market positioning, which was indeed recognized by consumers, and there was good reason to believe that “comparable” was a “black horse” in china's fast-melting coffee industry。
Fast coffee grabs the blanks
Fast-melt coffee is still a fast-growing product in china, with the largest market share and the average three-to-one coffee in the economy, which is the “comparable” product that already holds a place in the chinese market. As a result, “comparable” coffee will expand the product line in the second half of 2014, introducing a series of “fast coffee” products on a high scale and introducing new ones on the scale of the word “fast”, believing that consumers will soon be able to see “comparably fast coffee” at various retail terminals. There is also a strong interest in “comparable” coffee, which has greater market potential。
Good brand credibility, hard product quality and flexible modes of distribution are the secret to a better coffee-making victory. As a leading coffee brand in south-east asia, “comparable” has a unique advantage in coffee raw materials and production processes, coupled with strong r&d support, making products popular with chinese consumers once they are launched. In 2014, it will continue to build on its brand advantages, further increase market penetration and deepen the coffee-consuming market in china。
Responsible editor: zhang dei
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