Emergence of coffee market
in China
We consume
the «small black " in the morning in front of the hot drink vending
machine, we drink it after the lunch either to talk with a colleague or because
we are bored and because it is not extremely expensive.
Chinese are
basically of the drinkers of tea, and do not appreciate the coffee. However
giants of the food-processing industry launched the trend to drink coffee, and
this concept seduced recently the new Chinese consumers. We are going to
discover the opportunities today that offer this market in China, and the
"best practices» of the big groups to encourage consumption of coffee in
this continent country.
How to develop the market
potential
Against
this trend the market of the coffee in China shows a 15 % growth on a per year
basis. According to the international Association of the Coffee in Beijing the
Chinese market of the coffee should even affect 1 000 billion Yuan, about 116
billion euros in 10 years. With regard to such statistics the Chinese market of
the coffee would have everything of the new El Dorado the western brands of
coffee.
While it is
taken into account the high potential of the market of the coffee in China it
is however advisable to put in perspective this speech.
The brand
of leading instant coffee of the group Nestlé is leading in China on the market
of instant coffee. It aims at the consumers of the rising middle class and at
the junior executives. To target these consumers the brand had the idea to make
an advertising campaign with an ambassador of choice: the "dissident"
blogger TuTun.
