Market Analysis And Marketing Strategy Of Traditional Chinese Medicine Coffee

Abstract:

This paper takes the market analysis and marketing strategy of traditional Chinese medicine coffee as the analysis object． first introduces the overview of the coffee industry in China． then analyzes the cur． rent situation of the traditional Chinese medicine coffee market． then expounds on the target market of the Chinese traditional medicine coffee industry， and finally discusses the proposed countermeasures for the development of traditional Chinese medicine coffee． So that we can better do the marketing and development of traditional Chinese medicine coffee． 

Keywords: traditional Chinese medicine coffee； market； marketing

According to the latest statistics released by Euromonitor: in 2013, the size of the global instant coffee market reached 29.2 billion US dollars, and in 2014, the scale increased to 31 billion US dollars. Among emerging markets, consumption growth in China is particularly rapid, with an annual growth rate of up to 5% due to the small base of the Chinese coffee market

More than 10 times the world average. From 1998 to 2015, China's coffee consumption rose from 199,000 bags to 1.1 million bags, with an annual growth rate of about 12.1%. If the growth rate of 12.8% is maintained, by 2020, China's coffee consumption will reach 2.8 million bags. The development potential of China's coffee market is huge, and it will have great development in the past ten years. Coffee entrepreneurship will also become a more potential project.

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1 Overview of China's coffee industry

China's coffee industry began in the 1980s and has a history of more than a century of development in China. In the current streets and alleys, we can see people chatting with a cup of coffee everywhere, and coffee has become a part of the life of the current Chinese. indispensable important component. Since the reform and opening up, the material living standard of our country's civilization has been continuously improved, and the spiritual demand has also continued to grow. As a fashionable white leather, coffee has attracted more and more people's attention, which has directly promoted the rapid development of China's coffee industry. . In recent years, China's coffee industry has shown a trend of rapid growth, and there is a very large room for development in the future. There are more and more coffee drinks and types appearing in the market, showing a trend of contention among a hundred schools of thought. In May 2019, Cash Coffee landed on Nasdaq and became the most dazzling coffee brand in one fell swoop. It was successfully listed in less than 19 months after its establishment and received widespread attention from all walks of life. According to a survey report on China's coffee industry, the current online operation models such as new retail coffee and convenience coffee shops will be the breakthrough point of the entire coffee consumption market in the future. Through the operation of these models, coffee marketing can be achieved quickly. Development can also bring huge space to the entire industry. In addition, specialty coffee will continue to expand the influence of Internet celebrities. At the same time, some new formats such as automatic coffee machines have also appeared, which also makes the industry more diverse.

Some industry insiders believe that China's coffee market has huge room for growth in the future, and beverage startups need to be good at exploring new technologies to meet the new needs of current consumers, so as to better promote the rapid development of the industry.

3 The target market of China's traditional Chinese medicine coffee industry

First, students and young people who have just worked (18-25 years old) have the following characteristics: A. High interest in new things, dare to try to buy unknown products B. Influenced by Western coffee culture, some people have the habit and hobby of drinking coffee C. Work, study pressure, often stay up late, sedentary With the continuous development of coffee culture, the new generation of young people are more and more accepting and loving coffee. Young people are constantly striving, whether they are studying or working, they need to invest a lot of time and energy. It is more common to work overtime and stay up late, and health problems will naturally occur over time. Our traditional Chinese medicine coffee can meet their needs, and it will definitely attract them, and these people will also be the initial market target of our company.

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Second, the elite white-collar workers in big cities depend highly on coffee (28-35). This user is the customer group of our company after the development and expansion, and has the following characteristics:

① Stay up late and work overtime for a long time, and the work pressure is high;

② Long working hours a week and less leisure time;

③Have a certain economic foundation and consumption strength, and can afford high-quality consumption;

④ Big city residents have strong ability to accept new things. Coffee is an exotic drink. Although its potential consumption market continues to expand and the consumer group gradually grows and expands, the current relatively fixed consumer group is still dominated by medium and high consumption ability groups. Among them, white-collar workers and mid-to-high-end business people are the main representatives. They need a clear head and plenty of physical strength to cope with high-intensity work, and coffee has become a necessity in daily life. Take the survey in some areas of Shenzhen as an example. The financial and service industries, mainly white-collar workers and mid-to-high-end business people, are the main consumer groups, so we have positioned the market on them after we have grown and grown (see Figure 1).

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Third, the group of returned elderly overseas Chinese (over 50 years old) is a specific user group with the following characteristics:

① Living abroad for many years, preference for coffee;

② strong economic ability;

③Have their own circles, and they are concentrated in developed cities in China;

④Older age, there is a greater need to maintain the body. This group has obvious healthcare needs. The healthcare function of our products provides a good customer base, such as Chinese medicine angelica, hawthorn, etc., which can expand peripheral blood vessels, reduce vascular resistance, and increase circulation. It can dilate blood vessels, strengthen and regulate myocardium, increase ventricular and cardiac motion amplitude and coronary blood flow, reduce serum cholesterol, and lower blood pressure. It has various effects on improving the health of the elderly. Therefore, our company's products are very attractive to this part of the specific market, and because they are mostly concentrated in developed cities such as Shanghai and Shenzhen, the group consumption ability is strong, and they can be used as our specific consumer group.

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5 Conclusion

To sum up, in order to better develop important coffee, we will further cooperate with universities, mainly with university associations and student unions, and will also strengthen the operation mode of the Internet, so as to better promote the rapid development of traditional Chinese medicine coffee. .