On September 3, Sinopec Yijie released its new brand 'Yijie coffee', and its first store was located in Suzhou. This means that Sinopec's gas station coffee is officially on the market, and it is also an innovation of Sinopec's new retail model of "delivery + store consumption".
What is easyJet coffee?
'Yijie coffee' is a self owned coffee brand launched by Sinopec Yijie group based on the new retail concept. There are three products with different positioning, 92# (black and white coffee), 95# (Fashion special drink) and 98# (boutique series). This complements all kinds of oil products in Sinopec gas station.
In addition to the classic coffee category, Yijie coffee also integrates local specialties into creative drinks. When coffee meets' Tibet Zhuoma spring natural glacier drinking water 'and' Gansu Tianshui Huaniu Apple ', it turns into Yijie' apple ice extract coffee '.
The partner chosen by Sinopec Yijie this time is the creator of Internet coffee category 'Lian coffee'.
Why does Yijie make coffee?
According to the data, China's per capita coffee consumption in 2018 was 6.2 cups (including only 1 cup of freshly ground coffee), but China's coffee market has always maintained a compound annual growth rate of 20% (nearly ten times the world average).
The domestic fast-growing freshly ground coffee market has enabled Yijie to see a new business growth point. As a new entry point for Sinopec Yijie's new non oil business, Yijie coffee makes the gas station not just a gas station, which is in line with Sinopec Yijie's "people & middot"; Car & middot; Life 'is the goal of the new retail ecosystem.
In recent years, easyJet has continuously introduced new models and concepts such as cross-border operation, strategic cooperation and resource sharing, and is on the road of new retail with the scene of gas station convenience store as the core.
Taking building a comprehensive service body as the core concept and pursuing the concept of quality life, Yijie has successively introduced a variety of service formats such as tourism, insurance, fast food, automobile service and advertising, built smart scenes such as code scanning, one click refueling and unattended car washing, and spared no effort to build a '1 + n' ecosystem.
The relevant person in charge of Sinopec Yijie said that before that, consumers could only enter stores for consumption; Yijie coffee allows consumers to easily complete the purchase action whether on the road, in the car or in the business district near the gas station, and the gas station convenience store has evolved into an urban retail center. Do you make money selling coffee?
Yijie coffee applet shows that the product is priced from 12 yuan to 28 yuan, including coffee, tea, pot drinks and other categories.
According to the market supply and demand forecast and development prospect forecast report of China's coffee industry from 2019 to 2025, China's per capita coffee consumption in 2018 was 6.2 cups, which was only 1.6% of that of the United States compared with developed countries. With the improvement of Chinese people's living standards and the continuous growth of their awareness of coffee culture, coupled with the huge demographic dividend, it stimulates domestic coffee consumption. It is estimated that by the end of 2019, the consumption scale of China's coffee market will exceed 70 billion yuan, and the per capita coffee consumption will reach 7.2 cups; By 2023, China's per capita coffee consumption will be 10.8 cups, and the coffee market will be 180.6 billion yuan.