Does the coffee machine occupy the C position of small household appliances? It's just a staged market demand explosion

As a representative product of small European household appliances, the popularity of coffee machines in the Chinese market is not surprising, but most of them are staged detonations of regional markets and circle users. It is difficult to fully popularize and expand in the Chinese market. It will not be as popular as small European appliances such as microwave ovens and air fryers.

In recent years, the popularity of coffee drinks has been taken away by various kinds of milk tea, but this does not affect the major coffee brands to open stores in the first and second tier cities. Including convenience store coffee, boutique coffee shop, and coffee products in various forms, such as ear hanging, capsule, freeze-dried, and stock solution, have developed rich. Of course, the most active is coffee machine products.

Third-party data show that the retail sales of China's coffee machine market will be about 2.7 billion yuan in 2022, with a year-on-year growth of more than 30%, and it will become a popular category in China's small home appliance market. Among them, the semi-automatic coffee machine has surpassed the full-automatic coffee machine and become the leading player in the coffee machine consumption market. At the same time, this has also attracted the layout of a large number of Chinese and foreign enterprises, including Midea, Delong, Philips, Bertrand, Mitsubishi, Suber and so on.

Behind the rapid growth of coffee machines, the scale of China's current coffee market will exceed 60 billion yuan in 2021, and will maintain an annual growth of 20%. According to Frost Sullivan, China's coffee market will reach 180 billion yuan in 2023.

Although the production of coffee machines in the Chinese market has increased steadily in the past 10 years, they are mainly used for commodity exports. However, since 2022, the growth rate of coffee machine shipments in China's domestic market has far exceeded that of foreign trade exports. It is sold on e-commerce platforms such as JD and Tmall, including full-automatic coffee machine, semi-automatic coffee machine, capsule coffee machine, electric hand washing machine, American drip pot, etc.

Among them, the automatic coffee machine is more suitable for the needs of urban white-collar users, especially for many office workers, who enjoy a cup of freshly ground coffee outside their stressful work. The quiet rise of semi-automatic coffee machines in the market in recent years has met the experience, sharing and interaction of a group of professional coffee users. Some other categories are suitable for different scenarios and personalized needs of different users.