Blue Bottle Coffee is Coming to Beijing?! Mainland China's Second Blue Bottle Coffee Store Confirmed!

It's here! The second Blue Bottle Coffee location in mainland China is coming! Everyone will no longer have to endure hunger and long queues, or deal with limited purchases and inflated prices just for a cup of Blue Bottle Coffee! According to netizens, the second Blue Bottle Coffee location in mainland China will be opened on Nanjing West Road in Jing'an District, Shanghai.

The second location is currently in the preparation phase. From the photos, we can see that barriers have been erected around the store, and interior renovations have begun. The store was established on December 29th of last year, with a registered address at Rooms N1-12, N2-11, 1551 Nanjing West Road, Jing'an District, Shanghai, located 1.5 kilometers away from the Starbucks Reserve Shanghai Roastery.

Previous reports have mentioned that Blue Bottle Coffee will open 10 locations in Shanghai. So far, the confirmed locations are the Yutong store on Chang'an Road (the first one) and the Nanjing West Road store (the second one). According to Tianyancha (a business information platform), besides these two locations, there are currently no registration announcements for other stores.

However! During the search process, it was noticed that on January 29th of this year, Blue Bottle Coffee registered a Beijing Limited Company. This means that Blue Bottle Coffee has already scheduled plans to open stores in Beijing?!

Market Perspective and Consumer Advice

While exciting, it's worth remembering: don't crowd! Don't crowd! Blue Bottle Coffee will continue to open stores, so everyone stay calm... Your health is much more important than checking in at coffee shops!!!

Regarding Blue Bottle Coffee's entry into the mainland market, many people worry whether it's too late... The reason is that Blue Bottle Coffee's pricing is too high. With the mainland coffee market becoming intensely competitive, Blue Bottle's entry seems untimely. From a pricing perspective, Blue Bottle Coffee indeed seems to have little chance of success by entering now.

However, with its unique product experience and brand recognition, Blue Bottle Coffee will likely gain more favor from capital and consumers in the mainland coffee market. The reason is that it follows the niche minimalist + premium route that young people are currently pursuing. Distinctive branding and compelling stories are also key factors in the brand's success.

Market Analysis

Some market analysts believe that Blue Bottle Coffee's timing to enter the market is correct. Currently, domestic consumers have significant room for growth in their acceptance of coffee culture. Many people are being introduced to coffee through local brands like Luckin Coffee and Manner. As consumers further develop their understanding of coffee, the demand for high-end specialty coffee will increase.

According to forecasts by CITIC Securities Research Department, the high-end specialty coffee market accounts for 25%-30% of the total market space. Currently, existing independent specialty coffee shops and specialty coffee brands are insufficient to saturate this market segment. Under this forecast, Blue Bottle Coffee, which emphasizes coffee quality, still has opportunities to establish itself in the domestic coffee market and will accelerate its store expansion.

Market Performance and Brand Positioning

Based on the opening situation of the first Blue Bottle Coffee in mainland China, the pricing strategy hasn't affected consumers' choice to choose Blue Bottle Coffee. More people are pursuing the brand effect of coffee. According to feedback, the quality of Blue Bottle Coffee in mainland China is considered stable, with no "mass fan departure" incidents. Therefore, not too many consumers are fixating on the high pricing when discussing Blue Bottle Coffee.

This could be considered Blue Bottle Coffee's specialty - choosing to maintain its style. Blue Bottle Coffee seems to be intentionally avoiding the "low-price battle" among domestic coffee brands. In a sense, Blue Bottle Coffee doesn't consider local domestic brands as competitors.

Image source: Internet, Weibo

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