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Coffee Shops - China - November 2014

Published By :

Mintel

Published Date : Nov 2014

Category :

Hotels & Restaurants

No. of Pages : 179 Pages

A mixture of coffee shop usage and attitudes has shown that Chinese consumers remain unpredictable. Finding the balance between the quality of coffee and unique store ambience to achieve multiple purposes becomes of paramount importance. In short, recognising the desire for fast casual formats or a homely setting and novelty partnership to embrace creatively is certainly important for coffee shops in China.
Table of Content

Introduction

In this report we answer the key questions:
Definition
Methodology
Abbreviations

Executive Summary

The Market
Figure 1: Retail market value of coffee shops in China, 2009-19
Companies and Brands
Figure 2: Market share of leading companies in the coffee shop market in China (outlets), 2012-13
The Consumer
Target Groups
Figure 3: Target groups, August 2014
An unprecedented shift?
Figure 4: Attitudes towards coffee shops, August 2014
International coffee chains vs domestic coffee chains
Figure 5: Eating and drinking at different venues, August 2014
Deep-rooted tea culture
Figure 6: Reasons for not visiting coffee shops, August 2014
Occasions overview
Figure 7: Occasions of visiting coffee shops during workdays and weekends, August 2014
Enduring the exclusiveness
Figure 8: Interest in product offerings and store designs at coffee shops, August 2014
Word of mouth is key to tier 2 and 3 consumers
Figure 9: Factors influencing coffee shop choice, August 2014
What we think

Issues and Insights

War between the American, British and Korean chains
The facts
The implications
The next big wave - the beauty of emporium
The facts
The implications
Rising coffee shop adopter vs the sophisticated group
The facts
The implications

Trend Application

Trend: Extend My Brand
Trend: Influentials
Futures: East Meets West

Market Size and Forecast

Key points
The rise of coffee consumption fed the growth
Figure 10: Retail market value of coffee shops in China, 2009-19
Steady outlook
Figure 11: Retail market value of coffee shops in China, 2009-19
Figure 12: Retail market volume of coffee shops in China, 2009-19
Forecast methodology

Market Segmentation

Key points
Coffee chains is getting momentum
Figure 13: Segment performance of coffee shop market in China, 2009-13
Figure 14: Segment performance of coffee shop market in China, 2009-13

Market Share

Key points
Figure 15: Market share of leading companies in the coffee shop market in China, 2011-13
International chains eye expansion in China
Korean storm
Domestic chains losing ground

Who’s Innovating?

Key points
Fashion brands and afternoon tea sets are a wonderful marriage
Knowing more about coffee
Finding the healthy twist
Farm to table
Moving towards all-day dining?
The art of ‘Emporium’
Figure 16: Jigsaw Emporium with Fernandez & Wells, Duke Street, England 2014
Art and cafe
Figure 17: Café Nero coffee cup with Late Turner painting advert, Café Nero, England 2014

Companies & Brands

Starbucks
Costa
McCafé
Caffe Bene
Pacific Coffee
UBC Coffee

The Consumer – Target Groups

Key points
Figure 18: Target groups, by demographics, August 2014
The Contradicting Group
Figure 19: The Contradicting Group, by demographics, August 2014
Casual and Rising Users
Figure 20: Casual and Rising Users, by demographics, August 2014
The Disengaged
Figure 21: The Disengaged, by demographics, August 2014
Playing Cool
Figure 22: Playing Cool, by demographics, August 2014

The Consumer – Attitudes towards Coffee Shops

Key points
An unprecedented shift?
Figure 23: Attitudes towards coffee shops, August 2014
The next big wave?
Figure 24: Attitudes towards coffee shops, by target groups, August 2014
A war between the Korean and American-style
Figure 25: Attitudes towards coffee shops, by target groups, August 2014
Enduring the regional speciality
Figure 26: La Cafeotheque, France, Paris, 2014

The Consumer – Usage of Coffee Shops

Key points
International coffee chains vs domestic coffee chains
Figure 27: Eating and drinking at different venues, August 2014
Appreciation of coffee? Or room for food?
Figure 28: Eating and drinking at different venues, by target groups, August 2014
Independent café – at risk or see great opportunities?
Figure 29: Eating and drinking at independent coffee shop/cafe, by target groups, August 2014
Figure 30: Zhajiang mian offered by Ricci Café, China, Beijing 2014

The Consumer – Reasons for Not Visiting Coffee Shops

Key points
Deep-rooted tea culture
Figure 31: Reasons for not visiting coffee shops, August 2014
Figure 32: Starbucks in Hong Kong Central, 2014
Overpriced problem gives coffee generalists a competitive edge?

The Consumer – Occasions of Visiting Coffee Shops

Key points
Occasions overview
Figure 33: Occasions of visiting coffee shops during workdays and weekends, August 2014
Workdays – business and studying purpose
Figure 34: Occasions of visiting coffee shops during workdays, by target groups, August 2014
Figure 35: Occasions of visiting coffee shops during workdays and weekends, by target groups, August 2014
Women are looking for a delicate meal, men are looking a short break
Figure 36: Occasions of visiting coffee shops during workdays, by target groups, August 2014
Figure 37: Occasions of visiting coffee shops during workdays, by target groups, August 2014
Figure 38: Occasions of visiting coffee shops during workdays, by target groups, August 2014
Scope for afternoon tea set for weekends?
Figure 39: Occasions for visiting coffee shops during weekends, by target groups, August 2014
Low earners use coffee shops to indulge themselves during weekends
Figure 40: Most popular occasions of visiting coffee shops during workdays and weekends – During workdays, by demographics, August 2014
Figure 41: Most popular occasions of visiting coffee shops during workdays and weekends – During weekends, by demographics, August 2014

The Consumer – Products and Store Design of Coffee Shops

Key points
Enduring the exclusiveness
Figure 42: Interest in product offerings and store designs at coffee shops, August 2014
Mix and match with local taste
Figure 43: Occasions of visiting coffee shops during workdays and weekends, by target groups, August 2014
Soaring demand for healthy dishes
Figure 44: Interest in product offerings and store designs at coffee shops – Product offerings, by demographics, August 2014
Fancy festivals and seasonal twist
Figure 45: Interest in product offerings and store designs at coffee shops – Product offerings, by demographics, August 2014
Feeling like home
Figure 46: Interest in product offerings and store designs at coffee shops – Product offerings, by demographics, August 2014
Figure 47: Most popular interest in product offerings and store designs at coffee shops – Store design, by monthly personal incomes, August 2014
Figure 48: Korean coffee chain, Maan Café, China, 2014
Coffee shop extensions
Figure 49: Interest in product offerings and store designs at coffee shops – Product offerings, by demographics, August 2014
Figure 50: Interest in product offerings and store designs at coffee shops – Product offerings, by gender and age, August 2014
Figure 51: Independent coffee shop - Book Worm Cafe, China, 2014
Thematic and contemporary design
Figure 52: Interest in product offerings and store designs at coffee shops – Product offerings, by gender and age, August 2014
Figure 53: Hello Kitty Café, Hong Kong, 2014

The Consumer – Marketing Channels for Coffee Shops

Key points
Appealing special offers and online marketing campaign
Figure 54: Factors influencing coffee shop choice, August 2014
Figure 55: Factors influencing coffee shop choice, by target groups, August 2014
Special in-store event and novelty product partnership
Emotional endorsement and socially responsible

Appendix – The Consumer: Usage of Coffee Shops

Figure 56: Eating and drinking at different venues, August 2014
Figure 57: Eating and drinking at different venues – Coffee shop users, by demographics, August 2014
Figure 58: Eating and drinking at different venues – International coffee chain, by demographics, August 2014
Figure 59: Eating and drinking at different venues – Domestic coffee chain, by demographics, August 2014
Figure 60: Eating and drinking at different venues – Independent coffee shop/café, by demographics, August 2014
Figure 61: Eating and drinking at different venues – Coffee shops in-store, by demographics, August 2014
Figure 62: Eating and drinking at different venues – Other food service channels users, by demographics, August 2014
Figure 63: Eating and drinking at different venues – Fast food chain, by demographics, August 2014
Figure 64: Eating and drinking at different venues – Bakery, by demographics, August 2014
Figure 65: Eating and drinking at different venues – Milk tea shop, by demographics, August 2014
Figure 66: Eating and drinking at different venues – Restaurant, by demographics, August 2014
Figure 67: Eating and drinking at different venues – Bar/pub/night club, by demographics, August 2014
Figure 68: Eating and drinking at different venues – Catering area in a hotel, by demographics, August 2014

Appendix – The Consumer: Reasons for Not Visiting Coffee Shops

Figure 69: Reasons for not visiting coffee shops, August 2014

Appendix – The Consumer: Occasions of Visiting Coffee Shops

Figure 70: Occasions of visiting coffee shops during workdays and weekends, August 2014
Figure 71: Most popular occasions of visiting coffee shops during workdays and weekends – During workdays, by demographics, August 2014
Figure 72: Next most popular occasions of visiting coffee shops during workdays and weekends – During workdays, by demographics, August 2014
Figure 73: Most popular occasions of visiting coffee shops during workdays and weekends – During weekends, by demographics, August 2014
Figure 74: Next most popular occasions of visiting coffee shops during workdays and weekends – During weekends, by demographics, August 2014

Appendix – The Consumer: Marketing Channels for Coffee Shops

Figure 75: Factors influencing coffee shop choice, August 2014
Figure 76: Most popular factors influencing coffee shop choice – Rank 1, by demographics, August 2014
Figure 77: Next most popular factors influencing coffee shop choice – Rank 1, by demographics, August 2014
Figure 78: Most popular factors influencing coffee shop choice – Rank 2, by demographics, August 2014
Figure 79: Next most popular factors influencing coffee shop choice – Rank 2, by demographics, August 2014
Figure 80: Most popular factors influencing coffee shop choice – Rank 3, by demographics, August 2014
Figure 81: Next most popular factors influencing coffee shop choice – Rank 3, by demographics, August 2014

Appendix – The Consumer: Products and Store Designs of Coffee Shops

Figure 82: Interest in product offerings and store designs at coffee shops, August 2014
Figure 83: Interest in product offerings and store designs at coffee shops – Product offerings, by demographics, August 2014
Figure 84: Most popular interest in product offerings and store designs at coffee shops – Store design, by demographics, August 2014
Figure 85: Next most popular interest in product offerings and store designs at coffee shops – Store design, by demographics, August 2014

Appendix – The Consumer: Attitudes towards Coffee Shops

Figure 86: Attitudes towards coffee shops, August 2014
Figure 87: Agreement with the statement ‘The experience in a coffee shop is more important than the food/drinks served’, by demographics, August 2014
Figure 88: Agreement with the statement ‘A coffee shop should specialise in coffee rather than serving a wide range of food and drink’, by demographics, August 2014
Figure 89: Agreement with the statement ‘It’s worth paying more for coffee from particular regions offering good beans’, by demographics, August 2014
Figure 90: Agreement with the statement ‘The coffee brewing method is an important factor when considering which coffee shop to go’, by demographics, August 2014
Figure 91: Agreement with the statement ‘Compared to full service restaurants, coffee shops often provide food with a healthy twist’, by demographics, August 2014
Figure 92: Agreement with the statement ‘I am more willing to visit coffee shops which are socially responsible’, by demographics, August 2014
Figure 93: Agreement with the statement ‘Coffee shops should provide more food/drink options that are good for weight control’, by demographics, August 2014
Figure 94: Agreement with the statement ‘I am interested in coffee shops providing exclusive international cuisine’, by demographics, August 2014
Figure 95: Agreement with the statement ‘Spending time on planning which coffee shops to visit is worthwhile’, by demographics, August 2014
Figure 96: Agreement with the statement ‘The sophisticated decorations of food/drinks are important to me’, by demographics, August 2014
Figure 97: Agreement with the statement ‘I tend to choose coffee shops with convenient locations, by demographics, August 2014
Figure 98: Agreement with the statement ‘Quick service is important to me when deciding which coffee shop to go to’, by demographics, August 2014

Appendix – Further Analysis

Figure 99: Target groups, August 2014
Figure 100: Target groups, by demographics, August 2014
Figure 101: Eating and drinking at different venues, by target groups, August 2014
Figure 102: Occasions of visiting coffee shops during workdays and weekends, by target groups, August 2014
Figure 103: Factors influencing coffee shop choice, by target groups, August 2014
Figure 104: Interest in product offerings and store designs at coffee shops, by target groups, August 2014
Figure 105: Attitudes towards coffee shops, by target groups, August 2014

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