Core Insights - The "-86℃ Dirty" coffee has gained immense popularity in Shanghai, attracting long queues of consumers even in adverse weather conditions, indicating a strong consumer interest in innovative and unique products in a competitive market [1][2][5] Product Overview - "Dirty" coffee is a creative beverage that combines cold milk and hot espresso, creating a unique taste experience that has captivated coffee enthusiasts [2][3] - The "-86℃ Dirty" coffee shop, a collaboration between a boutique coffee brand and a German grinder brand, opened on June 20 and quickly became a social media sensation [2][3] Consumer Experience - The coffee is served in specially designed glass cups that are pre-chilled, enhancing the visual appeal and overall experience for consumers [3] - The product's pricing and quality have met consumer expectations, leading to positive word-of-mouth and repeat purchases [3][5] Market Trends - The coffee market in China is becoming increasingly competitive, with chain brands dominating the mainstream segment through standardized operations and aggressive pricing strategies [5][7] - The success of the "-86℃ Dirty" coffee highlights a consumer willingness to pay for unique and differentiated experiences, suggesting a potential shift in consumer preferences towards boutique offerings [5][6] Industry Dynamics - Shanghai is a key battleground for coffee brands, with a projected coffee market size of 313.3 billion yuan in 2024, growing at 18.1% year-on-year [7] - The city is expected to have 9,115 coffee shops by 2024, making it the city with the highest number of coffee shops globally, indicating a robust consumer base [7][8] Competitive Landscape - Other cities are seeing similar trends, with coffee shops in places like Chengdu and Dalian launching their versions of low-temperature coffee, indicating a growing trend in the boutique coffee segment [4][5] - The presence of multiple coffee brands in close proximity is seen as beneficial, creating a vibrant consumer atmosphere that encourages purchases [8]