Table of Contents
Executive Summary
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- The market
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- Figure 1: Total value sales of coffee houses in China, 2010-20
- Companies and brands
- Market becoming increasingly consolidated towards international chains
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- Figure 2: Market share of leading companies in the coffee shop market in China, 2013 and 2014
- Who’s innovating?
- The consumer
- Four different types of coffee house consumers
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- Figure 3: Target group of attitudes towards coffee houses, September 2015
- The importance of ambience and location
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- Figure 4: Attitudes towards coffee houses, September 2015
- Threat from bakery and fast food chains
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- Figure 5: Changes in spending on freshly made coffee at different venues in the last six months, September 2015
- The importance of afternoon tea innovation
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- Figure 6: Occasions of visiting specialist coffee houses in the last six months, September 2015
- Perception of different specialist coffee houses
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- Figure 7: Elements associated with different specialist coffee houses, September 2015
- Food enticement
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- Figure 8: Interests in coffee shop menus, September 2015
- The scope for coffee shops designed for working and studying purpose
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- Figure 9: The top three most appealing features at coffee houses, September 2015
- What we think
Issues and Insights
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- Where are different chains standing currently?
- The facts
- The implications
- How to attract new coffee houses adopters against bakery and fast food chains
- The facts
- The implications
- Adding experience, ethical and cultural elements for coffee house enthusiasts
- The facts
- The implications
The Market – What You Need to Know
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- Will the Chinese coffee shop market be able to sustain robust growth in the next five years?
- How has the rise of bakery chains changed the game?
- What is the future for coffee chains?
Market Size and Forecast
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- Consumers’ increasingly sophisticated tastes encourage the expansion of coffee chains
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- Figure 10: Total value and volume of coffee shops, China, 2013 and 2014
- The forecast
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- Figure 11: Total value sales of coffee houses in China, 2010-20
- Figure 12: Total volume of coffee shops in China, 2010-20
Market Drivers and Barriers
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- Upgraded tastes in packaged coffee flavours helps the development of coffee shops
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- Figure 13: Total retail share of coffee, by segment, China, 2012-14
- Future demand for experiential consumption is growing at a strong pace
- The impact of the economic slowdown
- Possible threat from cheaper alternatives
Market Segmentation
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- The share of chains is getting more powerful
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- Figure 14: Segment performance of coffee houses market in China, 2010-14
- Independent coffee houses fail to shine
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- Figure 15: Segment performance of the coffee shop market in China, 2010-14
Key Players – What You Need to Know
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- Domestic chains are facing difficult situation
- Starbucks is the leader for innovation
- The scope for collaborating with art and culture events
Market Share
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- Market becoming increasingly consolidated towards international chains
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- Figure 16: Market share of leading companies in the coffee shop market in China, 2013 and 2014
- Market headwind for domestic coffee chains
Who’s Innovating?
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- Special afternoon tea set with fashion labels
- Product crossover and luxury brands invasion
- Eco-friendly campaigns
- Greater consumer involvement in coffee making process
- Art and culture-related events to boost sophistication
- Expanding alcohol beverage selection and alcohol inspired innovation
The Consumer – What You Need to Know
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- The profile of four main types of coffee house consumers
- Men in the 20s spend more on both international coffee chains and fast food chains
- The demand for afternoon tea occasions is high
- Multifunctional store design provides greater incentives for non-frequent coffee shop users to visit
Four Different Types of Coffee House Consumers
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- Figure 17: Target group of attitudes towards coffee houses, September 2015
- Disengaged
- Demographics
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- Figure 18: Disengaged target group of attitudes towards coffee houses, by demographics, September 2015
- Characteristics
- Copying the Affluent
- Demographics
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- Figure 19: Copying the Affluent target group of attitudes towards coffee houses, by demographics, September 2015
- Characteristics
- Non-Mainstream Aspirants
- Demographics
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- Figure 20: Non-Mainstream Aspirants target group of attitudes towards coffee houses, by demographics, September 2015
- Characteristics
- Classic Affluent
- Demographics
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- Figure 21: Classic Affluent target group of attitudes towards coffee houses, by demographics, September 2015
- Characteristics
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Attitudes towards Coffee Houses
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- Three key attitudinal indicators
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- Figure 22: Attitudes towards coffee houses, September 2015
- The importance of ambience and location
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- Figure 23: Attitudes towards coffee houses, by gender and age, and monthly personal income, September 2015
- Experiential consumption
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- Figure 24: Interests in special features at coffee houses, by clusters, September 2015
Spending on Freshly Made Coffee at Different Venues
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- Threat from bakery and fast food chains
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- Figure 25: Changes in spending on freshly made coffee at different venues in the last six months, September 2015
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- Figure 26: Changes in spending on freshly made coffee at different venues in the last six months, by gender and age, and monthly personal income, September 2015
- The growth of independent coffee houses is facing a bottleneck
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- Figure 27: Changes in spending on freshly made coffee at different venues in the last six months, by gender and age, September 2015
Occasions of Visiting Specialist Coffee Houses
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- The importance of afternoon tea innovation
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- Figure 28: Occasions of visiting specialist coffee houses in the last six months, September 2015
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- Figure 29: Occasions of visiting specialist coffee houses in the last six months, by clusters, September 2015
- Catering for men during working hours
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- Figure 30: Occasions of visiting specialist coffee houses in the last six months, by gender and age, September 2015
Perceptions of Different Specialist Coffee Houses
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- Correspondence map – Methodology
- Where do Western, South Korean, Chinese coffee chains and independent cafés stand?
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- Figure 31: Elements associated with different specialist coffee houses, September 2015
- European and American coffee chains have a classic premium image
- South Korean coffee chains maintain casual relaxed positioning
- Independent coffee houses share similar attributes to South Korean coffee chains
- How can domestic coffee chains survive?
Menu Enticements at Coffee Shops
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- Justify the innovator for healthy menus
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- Figure 32: Interests in coffee shops' menu enticement, September 2015
- Food enticements
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- Figure 33: Menu enticement at coffee shops, by clusters, September 2015
- Drink enticements
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- Figure 34: Menu enticement at coffee shops, by clusters, September 2015
Interest in Special Features at Coffee Houses
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- The scope for coffee shops designed for working and studying
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- Figure 35: The top three most appealing features at coffee houses, September 2015
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- Figure 36: Interests in special features at coffee houses, by clusters, September 2015
- Non-mainstream coffee shop users embrace mini-market format
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- Figure 37: Interests in special features at coffee houses, by clusters, September 2015
- Leverage ethical and luxury elements for the affluent
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- Figure 38: Interests in special features at coffee houses, by clusters, September 2015
CHAID Analysis
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- Methodology
- Environmentally friendly design soars among culturally sophisticated consumers
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- Figure 39: Coffee houses – CHAID – Tree output, September 2015
Meet the Mintropolitans
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- Why Mintropolitans?
- Who are they?
- Mintropolitans predominantly appreciate relaxation activities in coffee shops
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- Figure 40: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
- Figure 41: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- Figure 42: Occasions of visiting specialist coffee houses in the last six months, By Mintropolitans vs Non-Mintropolitans, April 2015
Appendix – Market Size and Forecast
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- Forecast methodology
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