Coffee market in China: trends & consumer strategies. A coffee industry market research of a traditional tea-drinking country

Abstract

[EN] With the rapid development of China economy, the coffee market is now soaring and more and more companies are going to join it. To get a clear sight and some ideas of the market, here comes the paper. This paper consists of 8 chapters, an overview of International and domestic coffee market about coffee production and consumption will be given, meanwhile, the status and development prospects of coffee industry in China are briefly summarized. However, coffee in China is still a trend more than a habit, people drink it to feel good, but not out of need. Coffee culture is beginning to be accepted and appeals to the adventurous, open-minded, young, affluent, urban consumers in cities like Shanghai, Beijing, and Guangzhou. This paper also gives a deep analysis of Chinese customers’ coffee buying behavior, consumption values and Chinese coffee culture, which is more like a symbol of modern and successful lifestyle than the culture created by western people hundreds years ago. In China, coffee culture represents a young, emerging middle class and their growing purchase power instead of blends, tastes, and brewing techniques. With the rising of Chinese people’s living standard and continuously development of domestic coffee market, it is believed that China, this traditional tea-drinking country could also becomes one of the world largest coffee consumption countries in future.