Global EditionASIA 中文雙語Fran?ais
Business
Home / Business / Companies

Ralph's cafe brews slow coffee culture, spurs brand

By ZHU WENQIAN | China Daily | Updated: 2021-07-16 10:31
Share
Share - WeChat
Employees prepare coffee for customers at Ralph's Coffee shop in Sanlitun, Beijing, on Tuesday. WANG JING/CHINA DAILY

US designer clothing brand Ralph Lauren opened its first Ralph's Coffee shop in the Chinese mainland in Beijing in April. The coffeehouse is expected to help the company attract more consumers and boost its main business, an industry expert observed.

The coffeehouse is located in the Taikoo Li complex of Sanlitun, one of Beijing's busiest and most fashionable areas. The store occupies the original location of the Apple store in Sanlitun. Last year, Apple relocated its store to a more prominent and larger site next door.

Since 1999, Ralph's Coffee has opened a number of stores in New York, London, Paris, Tokyo and Hong Kong.

The three-floor store of Ralph Lauren in Sanlitun offers a wide variety of clothing, accessories and household items. Besides coffee and other beverages, the cafe also provides derivative products such as cups, shirts, caps and bags.

"Ralph's Coffee features a notion that combines coffee and fashion. For clothing brand Ralph Lauren, it has expanded its business in a different sector. The move is not new for the brand, but in China, there is increasingly a trend to add a coffee business to a company's main business," said Zhang Weilin, an analyst at the LeadLeo Research Institute, a market research provider.

Ralph's Coffee in Beijing employs dark green as the main color of its interior design, and it is matched with white walls and wooden decor. The coffeehouse occupies the first floor and also has a few tables available outside.

"Ralph's Coffee's selling points are not limited to coffee itself. Its good-looking interior design and stylish decor have helped attract a large number of consumers and online celebrities to visit the store, take pictures and post them on social media platforms. The coffeehouse is expected to help the brand further raise its brand influence in China,"Zhang said.

"Still, it also faces some challenges. Compared with other coffee chains, Ralph's Coffee features coffees that are best enjoyed slowly, often on premises. Most coffee consumers in China are young office employees, and they tend to spend more on fast coffee brands like Starbucks. Besides, given the deep-rooted tea culture in China, the culture of slow coffee is not mature enough yet," she said.

Currently, China's sales revenue of freshly brewed coffee exceeds 46 billion yuan ($7.1 billion) annually, accounting for just over 10 percent of total global revenue of the sector. The growth rate of the coffee segment in China has been much faster than the global average, and it is showing considerable room for further growth, according to LeadLeo.

In terms of business operating models, a clothing brand can attract more consumers by utilizing the social attributes of a coffeehouse, as it encourages consumers to stay in the store longer, LeadLeo said.

In this case, a brand will be able to market its products to potential buyers and draw in more people to spend on clothing, and thus drive revenue growth of its main business, the consultancy said.

In China, there are mainly three categories of coffee drinks available in the market. Instant coffee takes 83 percent of the market share while freshly brewed coffee accounts for 15 percent. The remainder is taken by bottled ready-to-drink coffees, according to Shenzhen-based research firm AskCI Consulting.

Among coffee drinkers in China, more than 60 percent usually drink three cups or more of coffee weekly. Per capita spending on coffee and coffee drinking frequency of consumers in Shanghai top other cities nationwide, with the figures similar to many developed markets. Competition between numerous coffeehouses has been fierce in major Chinese cities, said AskCI Consulting.

Still, China's per capita consumption volume of coffee is much lower than that of the United States, South Korea and Japan.

The penetration rate of coffee is less significant in smaller urban areas, but there are rosy growth prospects for the next few years, the report said.

Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 国模吧双双大尺度炮交gogo| 最近2019中文字幕mv免费看| 十六一下岁女子毛片免费| 黄色一级片在线播放| 国产精品国产三级国产AV′| 99热这里有精品| 嫣嫣是女大生韩漫免费看| 中文字幕国产专区| 日本高清com| 乱色美www女麻豆| 欧美另类z0z免费观看| 国产精品香蕉成人网在线观看| 中国一级特黄毛片| 日本漫画之无翼彩漫大全| 亚洲av片不卡无码久久| 精品水蜜桃久久久久久久| 国产内射爽爽大片视频社区在线 | 性色AV一区二区三区夜夜嗨| 久久久不卡国产精品一区二区| 日韩a无吗一区二区三区| 久久精品电影院| 有人有看片的资源吗www在线观看| 亚洲国产一区二区三区在线观看| 欧美激情xxxx性bbbb| 亚洲欧美日韩国产综合高清| 免费在线观看成人| 日韩在线视频免费观看| 伺候情侣主vk| 精品无码一区二区三区| 国产69精品久久久久777| 亚洲第一成人在线| 女邻居拉开裙子让我挺进| 两性色午夜免费视频| 成人黄18免费视频| 中文字幕免费在线| 我想看一级毛片免费的| 中文无遮挡h肉视频在线观看| 日批视频在线免费观看| 久久99热只有频精品8| 无码视频免费一区二三区| 中文无线乱码二三四区|