Who Is Drinking Coffee in China?
If you want to sell coffee, you need to understand your customers.
The Chinese coffee market is growing: according to the September 2017 Mintel Coffee China report, annual sales have risen by 10.3%.
But some segments of Chinese society are consuming more than others. Rural areas still don’t drink much coffee. And within the cities, three groups in particular are leading the trend:
90后, or the post-‘90s generation: 16% of China’s population was born after 1990. This generation, which has been labelled 90后 or “post-‘90s”, is more influenced by Western media. This has led to a higher acceptance of café culture. Successful coffee shops will have this younger audience in mind.
White-Collar Workers: Much like in the US and Europe, office workers turn to coffee to get them through their workday. Cafés in the central business district will typically have greater success.
Women: Women tend to be more likely to have café dates with friends or sip on a a coffee with their meal. This has made them an important consumer group for café owners to consider.
But knowing who to target is one thing. Knowing how to successfully do that while maintaining good profit margins can be harder.