In recent years, the coffee industry in China has been expanding continuously, and consumers' demand for coffee has also been increasing significantly. However, the industry is also facing multiple challenges. Therefore, it is of practical necessity to study the main problems it is currently facing and analyze its solutions. This article focuses on studying the development status of the coffee industry in China and summarizes the three major problems at present: Firstly, the industry is highly homogeneous, and the competition is extremely intense, which has brought negative impacts; Secondly, the upstream supply chain of the domestic coffee industry is fragile. Most coffee enterprises rely on imported raw materials. Thirdly, at present, it is difficult to develop the lower-tier markets and change consumers' perceptions regarding coffee. In response to the above issues, this article has proposed corresponding solutions. Studies have shown that through brand innovation to reduce homogeneity, shorten the supply chain, receive government support, integrate into the lower market and reduce the development costs in that market, etc., it is possible to effectively alleviate the current predicaments faced by the Chinese coffee industry. This article effectively clarifies the problems currently faced by the Chinese coffee industry and provides several solutions. The research results can help the Chinese coffee industry alleviate some of the problems it is currently encountering, remove obstacles, and facilitate its faster development, as well as promote the more prosperous development of the industry.
Xiaowei Wang (Tue,) studied this question.