Research results

Chinese coffee consumer behavior signals

These findings are the evidence base for the diagnostic questionnaire.

Budget per cup chart

Price

Most consumers cluster around 10–20 RMB per cup.

Coffee scenarios chart

Scenarios

Commute/work and relaxation are stronger than gift giving.

Preferred coffee type chart

Product

Freshly brewed coffee strongly dominates bottled and instant coffee.

Purchase channel chart

Channel

Coffee shops rank first, followed by delivery platforms.

Key factors chart

Motivation

Functional benefits and personal taste matter more than symbolic value.

Brand type pie chart

Brand

Consumers know both domestic and foreign brands; domestic brands show recent competitiveness.