Suning Max成咖啡社交新空间，“四大顶流”圈粉年轻人

Core Insights - The coffee culture in China is rapidly growing, leading to a significant increase in the coffee machine market, with retail sales up 63% and retail volume up 50% in the first nine months of 2025 compared to the previous year [1] - The surge in the coffee machine market is attributed to the popularization of coffee consumption habits and the expansion of consumption scenarios, with per capita coffee consumption frequency rising from 5.6 times in 2023 to 7.0 times in 2024 [1] - Retailers are leveraging experiential marketing to tap into growth potential, with Suning's offline stores seeing a 283% increase in coffee machine sales this year [1] Market Dynamics - The coffee machine market is experiencing a shift from niche to mainstream, driven by consumers seeking deeper cultural experiences and hands-on enjoyment in coffee preparation [1][3] - Suning has introduced various coffee machine types in its experience zones, allowing customers to taste and operate different machines, with brands like De'Longhi, Siemens, Philips, and Xinxiang leading in sales [3] - The introduction of professional hand-brewing equipment and certified baristas in stores enhances the customer experience, allowing even beginners to engage in the coffee-making process [3] Consumer Trends - The market reflects diverse consumer demands, balancing the desire for convenience with the aspiration for professional-grade coffee-making experiences, prompting product innovation and market segmentation [5] - Suning plans to continue expanding its offerings in smart home appliances like coffee machines, focusing on deepening experiential marketing and capturing young consumer trends [5]