On July 12 and 13, 2024, for two consecutive days, the fashion coffee chain brand "A Coffee" was frequently searched on Weibo. It is reported that in the past two days, there are also popular new tea brands Bawang Tea, Tea Baidao, and Ancient Tea. The number of readings of the hot search topic of "A coffee for everyone" exceeded 20 million, and countless coffee lovers participated in the discussion.
In recent years, the competition in the tea track has become white-hot, and the coffee track is becoming the next investment boom after the new tea drink. This not only aroused the author's curiosity, but also in the context of Starbucks, which has been steadily established in China for 20 years, and the scale of existing Luckin stores has exceeded 20,000, and the Cudi 9.9 strategy has continued to be a price war for 3 years.
It is understood that the A coffee brand was born in 2022, and since the opening of its first store in the Jinzhan Shopping Center of Tianfu Plaza, the most central map of Chengdu, it has successfully entered Chunxi Road on September 28, 2023, and has been deployed in Parkson Shopping Center, the largest outdoor naked-eye 3D era in Sichuan. As we all know, Chunxi Road is a well-known commercial pedestrian street in the country, and since its opening, A Coffee Chunxi Road Times Parkson Store has topped the Douyin list of 6000+ cafes in Chengdu for several months. On July 6, 2024, A Coffee will once again land in the well-known high-end cosmetics shopping mall in the western region - Chunxi Road Qunguang Plaza.
It turns out that the hot "A Coffee" on the coffee track has made frequent moves, is this what is often said to "work quietly until you amaze everyone"? According to the relevant person in charge of A Coffee, the opening of A Coffee Qunguang Plaza store can be described as very lively, with lion dance performances on the scene, and media, guests, and fans gathered. A Coffee has released a new season of popular products "The Adventures of the Lion King" and "Little Lion Ice Cream". Following the opening of the Chunxi Road Qunguang Plaza store, "A Coffee" landed on Chengdu Radio Station, and the relevant person in charge was also interviewed.
After an in-depth understanding, the author found that the coffee track is so hot, but the road to A Coffee's breakthrough is so easy, and it makes sense to open hundreds of stores across the country in such a short period of time. When other coffee brands were still rolling beans, rolling latte art, and rolling prices, A Coffee has embarked on a path of differentiation and innovation: the perfect integration of the two categories of freshly ground coffee and handmade ice cream, which can be sold on an independent menu and integrated into coffee, creating the three unique "Panda Love Daze", "Earth Drifting" and "Frog Latte" that are popular all over the Internet. In terms of crowd positioning, A Coffee has abandoned the single crowd positioning strategy and focuses on three major crowd positioning: "exquisite brick movers", "trendy literary and artistic coffees" and "quality connoisseurs". Its complex crowd positioning, coupled with the category blessing of handmade ice cream, makes A Coffee popular everywhere it goes. It is not only cost-effective, but also trendy, as well as quality, which is higher than the technical application standard of ordinary coffee, such as the dirty series, which makes a cup of coffee more fragrant and makes consumers who really like coffee fall in love with A coffee. Handmade ice cream has become its brand traffic entrance! It turns out that there is a reason for the fire! The product has a breaking point, the store has a good look, and the category has a threshold. It is no wonder that countless guests take pictures as soon as they get them, and they make circles as soon as they take pictures, and the brand has a bit of communication power.
The domestic coffee industry is ushering in the golden 10 years of rapid growth of the industry, the era of one dominance has passed, and Chinese coffee brands are rising. The younger generation is the generation that grew up drinking milk tea, what do you drink when you grow up? Will freshly ground caffeine become its best choice for solving the three characteristics of rigid needs, high repurchase, and natural social attributes? In the future, how much will the pattern of China's coffee industry be in the world? The industry is hot, and the only way to avoid price wars is not innovation and differentiation? Let's wait and see.