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Popular Vietnamese Coffee Chain Launches in China Amid Growing Demand

By: Alexis Rubinstein, Managing Editor - Coffee Network

 
Alexis Rubinstein
Managing Editor

CoffeeNetwork (New York) – Vietnamese coffee chain Trung Nguyen has begun the international expansion of its premium café brand Trung Nguyen Legend, opening its first store in Shanghai.

Additional stores in Beijing and Chongqing are expected to open in October 2022.

Ho Chi Minh City-based Trung Nguyen Legend operates 77 stores in Vietnam and has distributed packaged coffee in China since November 2017, where it promotes that one in every 18 cups consumed is sold under its brand.

Coffee consumption has been steadily growing in China. In April, the USDA forecast the country’s coffee imports to increase to 4 million bags for 2021-2022, a 5% increase from the previous year.

In the last thirty years, coffee consumption in China has grown. International producers such as Nestlé and Starbucks are increasingly competing with local coffee brands such as Lian Coffee, Luckin, Yongpu, Seesaw, Manner, and SEngine for retail coffee purchases.

In MY 21/22, China's coffee purchases are forecast to reach nearly $16 billion (100 billion RMB) a 5 percent increase over MY20/21. Industry sources note that the typical Chinese consumer consumes instant coffee 70 percent of the time, freshly ground 20 percent and ready-to-drink coffee 10 percent of the time.

In 2020, the number of retail coffee stores in China totaled 108,000 nationwide, with 75 percent of all stores located in first and second-tier cities. By March 2021, Luckin coffee (a local brand) became the largest coffee retailer in China surpassing Starbucks, with an estimated 75 million purchasers. Luckin’s incentive and promotional programs played an important role in expanding consumer awareness of coffee and coffee culture in China.

Domestic convenience store purchases of coffee have also expanded with such brands as Family Mart Coffee, 7/11 coffee, Convenience Bee Coffee, KFC Coffee (K-Coffee), etc. Other concept stores, such as the “Greener Store of Starbucks Coffee Lab” have opened recently in Shanghai. These stores incorporate sustainable building, products, and practices to build consumer support. Industry sources estimate that in the next few years coffee retail is expected to grow by 5 percent, reaching over 120,000 stores by 2023. In third-tier and lower-tier cities, independent cafes account for over 95 percent of coffee stores. Large brands should consider these smaller markets for greater expansion.

McDonald’s-owned café concept McCafé recently announced its plans to open 1,000 new locations in China by the end of 2023. Starbucks plans to increase its store count in the country by 50% in the next three years, potentially reaching 9,000 outlets. US coffee chain Blue Bottle Coffee made its mainland China debut in March 2022, with the Shanghai store adding to its two locations in Hong Kong.

Alexis Rubinstein

 

  • Coffee

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