Recently, under the guidance of the Propaganda Department of the Shanghai Municipal Party Committee, the Shanghai Municipal Commission of Commerce, the Shanghai Municipal Administration of Culture and Tourism, the Shanghai Municipal Sports Bureau, and the Cooperation and Exchange Office of the Shanghai Municipal People's Government, the "KAMEN 2024 New Coffee Conference" jointly sponsored by the Shanghai Cultural and Creative Industry Promotion Association and KAMEN came to a perfect conclusion in Shanghai.
This is a meeting for coffee people, and it is also an opportunity for people in the industry to get together and discuss the future.
On the day of the conference, the managers and executives of more than 20 leading and high-growth coffee brands, including McCafe, Cudi and Nova, gathered in Shanghai to share new thoughts on the coffee industry and exchange new trends for future development from the perspectives of track observation, brand growth path and product trends.
1. 20+ core brands, 8 hours of high-density output
The coffee industry has entered a new stage of development, and the new market environment has made new products, new models and new strategies a hot topic of discussion.
At the conference, Li Xiaofan, chief operating officer of Carmen, first delivered a speech, she believes that when coffee is popularized to a wider range of consumer groups, people's demand for coffee will continue to develop towards diversification and personalization, "Capture market changes, keep up with the trend of the times, and innovate products and services, in order to have a hundred flowers of coffee bloom, and to promote the high-quality development of the industry." ”
Zhang Lizheng, brand director of McDonald's China McCafe, shared the theme of "Breaking the Idea of Long-term Consumption", Zhang Lizheng said that fans are the core trump card to break the situation in today's economic environment. "It is very important for fans to identify with the brand, and in this process, it is necessary to strengthen fan identity, demand identity, and emotional identity."
With his rich experience and unique perspective, Mr. Li Yingbo, Chief Strategy Officer of Cudi Coffee, innovatively shared "The Era of Rational Consumption, Redefining a Good Cup of Coffee", Li Yingbo proposed that human nature is the biggest moat, and in the era of rational consumption, products that can meet the most basic needs of human nature can be defined as a good cup of coffee.
Wang Chunsheng, co-founder of Nova Coffee, started from the new positioning of "refusing high calories", and shared how Nova creates a cup of delicious and lower-calorie coffee, "In recent years, Chinese consumers have paid more and more attention to health trends in the process of consumption, and we have also made various upgrades on the product side and brand side in line with consumer trends. ”
In the new stage of development, consumer trends and brand strategies have become hot topics. At the conference site, many brands such as PetroChina Kunlun Hospitality Coffee, One Foot Garden, Pull-Tab Coffee, Yunnan Four Leaf Coffee, Something For Coffee, Feishi Liuxin Sandwich, and Tea is a Flower also shared more professionally from the brand's own development.
This year's coffee conference also designed three theme forums, including Jiaolou Coffee, Jue Thirst Coffee, Shuang Ye Fresh Meat Cake Coffee, Happy Coffee Shop, Yongpu Coffee, Yinliu Coffee, Xingye Specialty Coffee, COFFICE G1, Bear Claw Coffee, Tongrentang Zhima Health, Xiaocai Coffee, Baby Whale Coffee, Water Elf, etc. Market insights: three aspects, talk about their experience and market insights in the category track.
2. The "2024 Coffee Market Trend Insight Report" was released
During the conference, the "2024 Coffee Market Trend Insight Report" was also released, which conducted an in-depth analysis of the current coffee market competition landscape, product trends, development opportunities, etc.
The report points out that in recent years, China's freshly brewed coffee market as a whole has grown steadily, and the industry is unprecedentedly active. In 2023, there will be nearly 60,000 new registrations of coffee-related enterprises, and the growth rate has been rising in the past three years, and the number of takeaway orders in the coffee category will increase by 99.4% year-on-year, and coffee is in a clear incremental market.
In terms of product trends, latte is still the new mainstream, special coffee is worth paying attention to, and coffee product innovation is more structural and three-dimensional thinking.
3. The "2024 Coffee Innovation List" was released
At the conference site, the "2024 Coffee Innovation List" was also launched. The list integrates public platform data and real consumer reviews, and conducts a comprehensive evaluation from multiple dimensions such as coffee products, store experience, business model, category innovation, and brand influence.
There are six awards in the list, including Brand Value, Excellence in Innovation, New Talent of the Year, Product Breakthrough, Model Exploration and Extraordinary Power.
Among them, the last one to be announced was the Extraordinary Power Award awarded to the "Yongkang Road Small Store Collective" that helped itself this year. This award will also become a permanent award at the Coffee Conference in the future, aiming to identify and recognize brands that empower coffee operators and inspire us to love the coffee industry even more.
The successful holding of the "2024 New Coffee Conference" not only provides a platform for the coffee industry to communicate and cooperate, but also discusses and judges the future development trend of coffee, and points out the direction for the development of the industry.
The coffee industry is ushering in a new stage of development, in this era full of opportunities and challenges, let us look forward to a better future for the coffee industry.