一、"星巴克的祖师爷"败走中国？ Peet's Coffee皮爷咖啡（下文简称"皮爷咖啡"），这个"星巴克的祖师爷"，最近频繁陷入倒闭风波。 前两天，皮爷咖啡的华南首店因租约到期闭店。该门店位于深圳万象天地北区B1层，是皮爷咖啡在华南区开出的首家门店，目前，原址位置已经挂上了 新的品牌围挡。 皮爷咖啡的这家华南首店开业于2019年，近4年的时间里一直被外界认为是其在华南市场的标杆之作。在华南首店闭店之前，皮爷咖啡还在年初接连关闭 了广州首店、杭州西湖店、北京部分门店等。 根据公开数据显示，目前皮爷咖啡门店数量超过260家，与品牌定位的"精品咖啡"路线相符，扩张路线上也同样是"少而精"。2023年，皮爷咖啡曾加速市 场布局，当年新开门店数量达到98家，但在随后两年间扩张持续减速，2024年新开门店数量为51家，2025上半年新开门店数量仅为16家。 尽管从2024年皮爷咖啡的年报来看，销售额仍在强势增加：根据其母公司JDE Peet's2024年报显示，皮爷中国有机销售额强劲增长，调整后的息税前利润 （EBIT）有机增长23.8%，拉动母公司全球销售额达88.37亿欧元，同比增长7.9%。 但从近期其在中国市场 ...

Group 1: Core Insights - Peet's Coffee, once hailed as the "coffee patriarch," has faced significant store closures in China, including its first store in South China, which closed quietly without prior notice [1][2][4] - The brand's expansion has slowed considerably, with only 16 new stores opened in the first half of 2023, compared to a rapid increase of 70 stores in 2021 and over 100 in 2023 [4][5] - The broader specialty coffee sector is experiencing a "survival crisis," with brands like Seesaw facing severe financial issues, including unpaid wages and store closures [6][8][11] Group 2: Industry Challenges - The specialty coffee market in China is grappling with rising rent pressures, increased competition from high-value brands like Luckin Coffee, and a shift in consumer preferences towards more affordable options [12][13] - Market research indicates that only 7% of consumers are willing to pay extra for "sustainable coffee," and less than 4% are willing to pay over 25 yuan for a cup, highlighting a fundamental shift in demand [13] - Many specialty coffee brands have expanded rapidly without maintaining quality control, leading to a decline in brand reputation and increased store closures [14][15] Group 3: Innovations and Adaptations - Brands are exploring innovative product offerings and marketing strategies to attract consumers, such as Bond Coffee's introduction of "freshly brewed coffee" and "fruit peel coffee" [17][18] - Peet's Coffee has launched seasonal specials like "osmanthus wine cold brew," achieving significant sales in Shanghai [19] - The industry is diversifying consumer experiences, with events like the Chongqing International Coffee Festival and collaborations between coffee brands and other sectors, such as automotive [20][22] Group 4: Future Outlook - The specialty coffee sector must find a balance between cost and consumer experience to survive, focusing on delivering value that consumers are willing to pay for [24] - The ongoing evolution of consumer preferences and market dynamics will determine which brands can successfully redefine their value propositions and thrive in the competitive landscape [24]

Group 1: Peet's Coffee and Market Dynamics - Peet's Coffee has implemented measures to address the issue of "seat hogging" by requiring customers to make a purchase to occupy seats in select stores [1] - The company has seen strong sales growth in China, with an adjusted EBIT organic growth of 23.8%, contributing to a global sales increase of 7.9% to €8.837 billion [1] - The coffee brand's strategy reflects a focus on protecting its premium experience, contrasting with Starbucks' approach of removing consumption barriers [2] Group 2: New Tea Beverage Industry Trends - The new tea beverage industry has experienced stagnation in store growth, with a total of 116,978 stores as of June 2025, reflecting a mere 0.74% increase from the previous year [3] - The industry is undergoing a reshuffling, with leading brands expanding into lower-tier cities while many mid-tier brands face closures [3] - New tea brands are increasingly targeting the U.S. market, adapting their business models to fit local preferences rather than replicating domestic success [3] Group 3: Technological Innovations in Coffee - Shanghai Heitun has introduced the sixth generation of its fully automated coffee robot, COFE+, capable of producing over 1,000 cups daily with a design lifespan of 500,000 cups [4] - The COFE+ robot utilizes AI to control extraction parameters, ensuring the preservation of coffee's original aroma [4] - The technology aims to eliminate risks associated with opening coffee shops and reduce operational burdens [4] Group 4: Bond Coffee's Strategic Positioning - Bond Coffee, led by the second-generation successor of Want Want Group, is focusing on a "premiumization" strategy rather than rapid franchise expansion [5] - The brand has opened five stores in Shanghai and plans to establish significant locations in high-profile areas by July 2025 [5] - The competitive landscape is intensifying, with both international and domestic brands enhancing their offerings to meet rising consumer expectations [5]

Core Insights - Shanghai, once the global leader in coffee shops with 553 cafes, has been surpassed by Guiyang, which boasts over 3,000 cafes for a population of about 6 million, resulting in a density of 5 cafes per 10,000 people compared to Shanghai's 2.85 [1][32] Group 1: Coffee Culture in Guiyang - Guiyang's coffee scene is characterized by a high number of championship-winning baristas, with at least a dozen champions reportedly working in local cafes, contributing to the city's reputation as a coffee hub [2][7] - The local coffee flavor profile emphasizes unique ingredients, such as incorporating local herbs and flavors like "black garlic" and "Moutai," creating distinctive drinks that appeal to both locals and tourists [8][10] - Tourists are increasingly drawn to Guiyang's coffee culture, often waiting in long lines for the "champion coffee," while locals express curiosity about the influx of visitors [2][10] Group 2: Comparison with Shanghai - In Shanghai, coffee consumption is often tied to work culture, with 84.2% of coffee drinkers being office workers, who view coffee as both a productivity tool and a lifestyle choice [21][24] - Shanghai's coffee culture is marked by a focus on the overall experience, with consumers interested in the story behind the coffee, while Guiyang's approach is more relaxed, prioritizing social interaction over the coffee's narrative [28][30] - The local coffee experience in Guiyang is more about socializing and enjoying the atmosphere, akin to how Chengdu residents frequent tea houses, rather than a deep dive into coffee nuances [24][28] Group 3: Economic and Social Factors - Guiyang's coffee market is thriving, with over 1,248 local coffee brands among the 3,000 cafes, indicating a strong local investment in the coffee culture [32][34] - The willingness of Guiyang residents to spend on lifestyle choices is reflected in their high ranking in a survey on spending to please oneself, surpassing major cities like Beijing and Shanghai [32][34] - Historical influences, such as migration patterns and cultural exchanges, have contributed to Guiyang's unique coffee culture and consumer behavior, fostering a lifestyle that embraces enjoyment and social interaction [34][35]

Core Viewpoint - The article highlights the transformation of Xinzhai Village in Yunnan Province into a hub for high-quality coffee production, leveraging its unique geographical advantages and a focus on boutique coffee to drive rural revitalization and economic growth [1][2][8]. Group 1: Coffee Production and Quality Improvement - Xinzhai Village has a coffee cultivation history of over 70 years, with more than 10,000 acres dedicated to coffee farming [1][2]. - The village faced challenges over a decade ago with low coffee bean prices, prompting a shift towards a boutique coffee strategy to enhance quality and profitability [2][3]. - The village has achieved a 98% coverage of high-quality coffee varieties, focusing on meticulous cultivation practices and improved processing methods [3][4]. Group 2: Industry Chain Extension and Diversification - Xinzhai Village has developed a complete coffee industry chain, including processing plants, cafes, and tourism facilities, to increase value-added products [4][6]. - The village has introduced over 10 coffee products, including roasted beans and freeze-dried coffee, to cater to diverse consumer preferences [6][8]. - E-commerce and live-streaming sales have been utilized to promote Xinzhai coffee, achieving an online transaction volume exceeding 12 million yuan in 2024 [6]. Group 3: Tourism and Cultural Integration - The village has become a destination for coffee enthusiasts, attracting over 200,000 visitors annually, contributing to an increase in local income [7][8]. - Xinzhai Village promotes a "from seed to cup" experience, integrating coffee cultivation with tourism, allowing visitors to engage in coffee picking and processing [7][8]. - The village aims to enhance its tourism offerings by developing boutique accommodations and dining experiences, further enriching the visitor experience [8].

Core Viewpoint - The article highlights the emergence of Yunnan coffee on the international stage, particularly through the "Excellence Cup" competition, which marks a significant recognition of Yunnan as a coffee origin region and its transition from raw material output to standard output [1][2]. Group 1: Competition and Recognition - The "Excellence Cup" competition recently held in Yunnan saw 144 coffee beans competing, with 19 achieving scores above 87, indicating high quality [1]. - The champion coffee from Lincang, Yunnan, sold for 13,000 yuan per kilogram, setting a new record for domestic coffee bean auctions [1]. - This event is the first of its kind in Yunnan, integrating the region into the authoritative evaluation system of the international coffee community [1]. Group 2: Quality Improvement and Production - Yunnan has over 100 years of coffee cultivation history, producing 98% of China's coffee [2]. - The quality of Yunnan's small coffee beans has significantly improved, with the rate of specialty coffee increasing from 40% in 2022 to 70% in 2024, and deep processing rates rising from 60% to 85% [2]. - The region's geographical advantages and improved cultivation techniques contribute to the enhancement of coffee quality and yield [2]. Group 3: Cultural Impact and Market Development - Coffee culture in China is evolving, with cities like Shanghai surpassing New York and London in the number of coffee shops, indicating a growing acceptance and integration of coffee into daily life [3]. - Yunnan coffee's international presence allows for a unique expression of Chinese culture and diversity, promoting a narrative of quality improvement and revenue growth [3]. - The article emphasizes the importance of establishing a positive cycle of quality enhancement and market cultivation for Yunnan coffee to tell its story globally [3].

Group 1 - The first Yunnan Gems of Coffee CoE Pilot competition successfully concluded on May 16, 2025, with 19 winning coffee beans selected from 144 participating teams, and the top 10 beans auctioned to global buyers, with 100% of the proceeds benefiting local coffee farmers [1] - The CoE competition is recognized as the "Olympics of coffee bean competitions," marking a significant opportunity for Yunnan coffee to enter an international evaluation system for the first time [1] - Luckin Coffee, as the strategic partner of the event, demonstrates its commitment to promoting Yunnan's specialty coffee on the international stage [1] Group 2 - Luckin Coffee has established a comprehensive supply chain in Yunnan, contributing to the region's coffee production, which accounts for over 98% of China's coffee output [2] - In 2024, Yunnan's coffee exports reached 32,500 tons, a 358% increase year-on-year, with exports to 29 countries and regions [2] - Luckin Coffee's processing plant in Baoshan, Yunnan, began trial operations in March 2024, utilizing advanced processing lines to enhance the quality supply chain [2] Group 3 - By 2024, the specialty coffee rate in Yunnan increased from 8% in 2021 to 31.6%, and the deep processing rate rose from 20% to 80%, showcasing the improvement in quality and processing [3] - The strategic support for the CoE pilot competition reflects Luckin Coffee's strong focus on the development of Yunnan's specialty coffee and its role as a bridge to international markets [3]

21世纪经济报道记者舒晓婷 北京报道 "我平时购买星巴克和Manner的现磨咖啡居多，比较偏爱口感浓郁的咖啡豆。相对来说，云南的咖啡豆制作出来的咖啡口感偏 酸。" 生活在中国北京的青年金宝对21世纪经济报道记者称。 过去30年，中国咖啡消费量持续增长，特别是在北上广深等中国一线城市，将咖啡作为日常饮品的消费者日益增加。不过，中 国不同区域的消费者，对于咖啡豆风味的偏好也有差异。普洱金树咖啡产业有限公司总经理助理张权英对21世纪经济报道记者 称，通常云贵川等南方地区的消费者能够接受酸感，适合浅烘咖啡豆，以保留更多花果香气。面向中国北方市场推出的产品， 更多是深烘咖啡豆，体现巧克力、坚果、可可等更加浓郁的口感。长三角、大湾区地区的消费群体，则会在口感方面寻求平 衡。 从目前市场容量来看，中国消费潜力仍然巨大。公开数据显示，2020年~2024年，中国咖啡消费年均增长率为12.69%，为全球年 均增长率0.09%的141倍。中国目前咖啡人均年消费量仅16杯，远低于全球每年人均年消费量的240杯。 伴随中国咖啡消费市场迅速发展，雀巢、星巴克等国际咖啡生产商以及瑞幸、永璞、Manner等本土咖啡品牌在咖啡零售领域竞 争 ...

Group 1: Blue Bottle Coffee's Strategic Moves in China - Blue Bottle Coffee's global CEO, Karl William Strovink, has taken on the role of legal representative for Blue Bottle Coffee (China) Co., Ltd, indicating the company's strong commitment to the Chinese market [1][2] - The company has faced challenges in entering the Chinese market, including trademark disputes that delayed its operations until this year, when it finally established its management team [2] - The change in legal representation is seen as a significant signal of Blue Bottle Coffee's intent to intensify its efforts in the Chinese specialty coffee market, with plans for future store expansions [2][3] Group 2: Investment and Expansion in the Coffee Industry - Xi Dian Cha Yun, a tea supply chain brand, has completed a 30 million yuan Series A financing round, which will be used for supply chain upgrades, product innovation, and market expansion [4] - Bo Wen Technology plans to invest 16 million yuan in a coffee plantation project in Yunnan, marking a strategic move to develop a full coffee industry chain from planting to sales [5][6] - The establishment of a fully-owned subsidiary in Yunnan for coffee cultivation is part of Bo Wen Technology's broader strategy to enhance its competitiveness in the agricultural processing sector [6] Group 3: Technological Innovations in Coffee Service - COFE+, the world's first 5.5 generation fully intelligent robot coffee kiosk, has been launched in Lushan, offering a unique coffee experience with zero human labor and minimal waste [7] - The robot barista can prepare over 50 different beverage flavors and customize drinks based on individual preferences, catering to a wide range of consumer tastes [7][8] - COFE+ utilizes high-quality ingredients and aims for near-zero waste in its operations, showcasing a significant advancement in the coffee service industry [8]