Two International characteristics of the coffee industry are highly fragmented coffee planting and processing of highly concentrated industry. In addition, the main coffee revealed that the plot and traditional consumer countries, such as concentrated in Europe and the United States, the coffee plant has a strong regional, mainly distributed in South America, Central America, Africa and Asia, etc. countries(Pakes, 2009).
“Coffee, tea, and cocoa”called the world's three largest drinks. It has rich charming fragrance and unique taste, millions of people around the world have fascinated by this magic drink coffee. The consumer of different drink could be indicated in the Figure 1. Also, coffee is the world's second-largest commodity; only oil is beyond than it.Coffee is popular in the western countries such as America and Canada. However, with the process of the globalization, Coffee is getting popular in the eastern countries such as China, the famous brand of the coffee shops in china are Starbucks.In the form of the coffee industry, the coffee shop is a form of it. As a consequence, from the coffee bean to a cup of the coffee which is delivery to the consumer, the process could be completed in the coffee shop. Thus, the coffee shop is a communication bridge between the owner and consumer.
Figure 1: the consumers across different types of the drinks
With the western culture is accepted by the developing culture, the Coffee culture is widely welcome in these countries especially in China. Furthermore, drinking coffee is seem as popular activities in China and other developing countries.
From the economic downturn recovery worldwide, the Coffee industry is getting popular not only in Western Countries, especially in China, the middle income group has the significant development with the economic recovery.
In the survey of the Chinese Consumers of the Coffee Shop, the result has demonstrated that “All of the respondents have household incomes ofat least 90,000 yuan”.(Smith Maguire& Hu, 2013) That means that the Coffee Consumers are majority from the middle income group to the high income group. As a consequence, the coffee consumption is a popular activity in China. In addition, from the respondents’ age, ages range from 20 to 49, with half therespondents in their 20s, and half in their 40s. (Smith Maguire& Hu, 2013) The coffee is widely popular in the group of the younger generation in China.
Supply Chain Issues
The coffee shop are allocated outside the country, the supply chain could be a serious issue. The global famous brand coffee also seemed superior quality as the first priority. The quality of the coffee bean, milk, and other direct materials are the key terms of the coffee quality in the coffee shop.
In the process of the delivery of the direct materials of the coffee, the distance of the coffee is far from the original production location. Brazil is the world's largest producer of coffee, one-third of the world's coffee is produced from Brazil.Supply Chain should make sure the bean quality and milk quality both in the process of the delivery. The fresh of the bean could have a significant decision on the quality of the coffee.
The granteeof the coffee bean is from 1 to 2 month. Package of this coffee bean could be a big challenge. UCC and Roman packing as by far the most ideal coffee packaging, all in the type of beans rather than powder type to packaging. It and pinhole metal bag similar, the difference is in the bag of gas can be through the pinhole, and one-way piston can make oxygen into the bag outside the bag.