Coffee helps perk up customer base

According to the Global Coffee Industry Development Trends Insight Report and the related index co-released by the China Media Group Shanghai Bureau — the financial program center of CMG and the Ministry of Agriculture and Rural Affairs' rural economy research center in October, the value of the coffee industry in China reached 265.4 billion yuan ($37.3 billion) in 2023, marking a year-on-year increase of over 30 percent. The number of coffee consumers in the country is approaching 400 million.

Tang emphasized that venture into the coffee market can increase the luxury brand's exposure among young consumers.

"Selling coffee was not the primary objective for these luxury brands; they hope to use coffee, pastries, and other easily accessible categories to bridge the gap between the brand and the public, drawing in a larger consumer base, particularly the younger Generation Z, to engage and experience the brand, infusing it with a more youthful vibe. After all, compared to handbags that start at thousands of dollars, the price of a cup of coffee is more approachable," Tang said.