With the popularization of coffee culture, the coffee machine market has developed rapidly.
In the past three months, coffee machine sales have been impressive, with a monthly average total sales volume on the Taobao Sky platform exceeding 150 million yuan. In October, the sales volume of coffee machines on the Taobao Sky platform grew by 18% year-on-year, surpassing 167 million yuan.
Therefore, Moojing Market Intelligence x Li Jin analyzed the October data for the secondary category of coffee machines under the Taobao series of catering equipment and kitchen appliances, providing an in-depth interpretation surrounding people, goods, and venues. Below is the specific analysis:
Looking at sales, over the past 3 months, Taobao Sky coffee machines have each sold over 100 million yuan, with a year-on-year growth that remained positive. In October, Taobao’s coffee machine sales exceeded 95.09 million yuan, while Tmall’s sales were about 72.37 million yuan.
Thanks to the affordability of freshly ground coffee and its transformation into a drink, the penetration rate of coffee consumers continues to increase, rapidly expanding the market for home use to C coffee machines and commercial to B coffee machines .
Looking at price ranges, the most products are in the 0-1500 yuan low price range; the largest sales contribution comes from the high-priced segment of 9000 yuan and above.
Brands can attract new customers with products at around a thousand yuan and focus on high-end products to drive growth.
Looking at machine types, semi-automatic coffee machines contribute the most to sales, with a high average price per product and occupying more than half of the market share; fully automatic machines have the highest number of products.
Semi-automatic coffee machines are still the mainstream products, brands can make a breakthrough with selling points such as design; portable coffee machines have a small market share and number of products, new brands entering have a great opportunity .
Among the top 10 Taobao series coffee machine stores, brand flagship stores occupy five spots and contribute a substantial volume of sales, showing a significant branding trend .
Hot selling products and main selling points for each store: Gemilai flagship store focuses on high cost-effective semi-automatic Italian machines, hot selling products cover a range of scenarios including home and commercial use; PURE DESIRE Fine Coffee hot products are Micra commercial semi-automatic Italian coffee machines, with an average price of over ten thousand yuan; Bicui Flagship Store specializes in full and semi-automatic small coffee machines, priced below five thousand yuan, entering the top ten due to high aesthetic value and ease of operation.
Among the top 10 brands, De'Longhi leads with a 11.4% market share, its hot selling product is the E LettePro fully automatic home small coffee machine, which allows for customized flavor; Gemilai is popular for its CRM3005E Italian coffee machine with a minimalist high aesthetic value body and commercial-grade extraction system; Bicui is known for its high cost-effective full and semi-automatic small coffee machines.
Most of the top 10 Taobao series coffee machine brands focus on semi-automatic small machines, while seeking stable machine performance they aim to achieve high aesthetic value and portability. New brands entering the market need to be solid in quality control while innovatively offering small, multifunctional products and engaging in differentiated competition.
The top 10 Taobao series coffee machine product keywords are semi-automatic, small, and integrated, with application scenarios mostly for home, commercial, and office use.
With the rise of the camping and travel economy and the expansion of coffee machine use scenarios, small, portable, multifunctional products have great opportunities .
Due to the silky pursuit that comes from a lack of coffee grounds, in the early 20th century , coffee machines arose in Italy, initially only able to make simple espresso and milk coffee; in the 1930s , thanks to the development of electrification and continuous upgrades in technology and materials, coffee machines evolved toward being energy-efficient and convenient, beginning to be exported beyond Italy;
in the 1960s, the birth of the heat exchange E61 type coffee machine set the basic design of Italian coffee machines, and subsequent improvements made machine control systems more precise, with faster and more stable production; around the year 2000, with the expansion of Japanese and Western coffee shop brands entering the Chinese market, the demand for freshly ground coffee and machines increased, and China's coffee machine industry rapidly developed.
Currently, with the spread of coffee culture in China, the market for freshly ground coffee is hot, promoting growth in the coffee machine industry. In the past two years, increased work-from-home scenarios have driven the growth of home coffee machines, and with the relaxation of the pandemic, restaurants and coffee shops are increasing in machine demand; new players are entering and the coffee machine market is thriving.
Noise and portability are the keywords with the most negative feedback from consumers, representing the largest volume of complaints.
The volume of negative feedback reflects product pain points, and brands can focus on optimizing the operating noise problem of products, improving noise reduction and silent performance, and reducing the difficulty of cleaning to enhance machine operability .
In the context of use, coffee shops, home use, and hotels are the future trends.
For young white-collar workers, coffee has gradually shifted from a fashionable consumption to a lifestyle habit, with freshly ground coffee becoming mainstream, and home coffee machines are becoming a trend; brands and merchants can develop related products for home use scenarios to meet market demand .
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