"When traveling in Leishan, Kaili, Guizhou, I passed a coffee shop in Qianhu Miao Village, Xijiang, and was accidentally taken to Cili Bingmei by Amway, the owner of the shop." At the weekend, Ms. Liu, who came to Leishan County for tourism, found a "Seven Letters · Cafe" in public comments. The shopkeeper said, "Rosa roxburghii is a Guizhou specialty. The sweet and sour taste of this fruit can highlight the fragrance of coffee beans. The taste is very rich. At that time, many people in the shop were clocking in this specialty coffee."

Rosa roxburghii ice is American style, and this coffee combined with Guizhou specialty food has left a deep impression on many tourists. Meituan data shows that in the last month, the number of comments on "Cili Bingmei" in Guizhou Province increased by 50% compared with the same period last year

In fact, with the rapid development of China's coffee industry, new forms of coffee business continue to emerge in the county, novel categories emerge in endlessly, consumption scenarios continue to innovate, and the county is redefining the "coffee shop". On March 12, Meituan released the Report on the New Business Form of Coffee in 2024 County. The report shows that the number of coffee merchants in the county has steadily increased in the past three years. As of January 2024, the number of coffee merchants in the county has increased by 113.36% over the same period of 2022; The cumulative order volume of coffee in the county increased by 322.26% over the same period of 2022 and 136.37% over the same period of 2023.

▲ National coffee consumption scale in the county (source: Meituan's Report on the New Business Type of Coffee in the County of 2024)

"Specialty+coffee" category innovation is hot

In Guizhou Province, many county coffee shops try to innovate their menus in order to attract customers, and local specialties have become the first choice for innovation. At the foot of Fanjing Mountain in Jiangkou County, a "Xiaomiao Que Coffee" has set up the "American style" with Guizhou characteristics as its signature drink. "In the ordinary days, Zhe Ergen, who evaluates the two poles, met coffee, but instead removed the fishy smell, refreshing and relieved the boredom". The shopkeeper said to the reporter, "How can you not come to Guizhou without some features that cannot be drunk outside? Many customers have 'really fragrant' after drinking."

Ms. Gong, who came to Fanjing Mountain from Ningbo specially, was one of the "true fragrance army" of the shopkeeper. "After coming to Guizhou, she specially tried the local cold mixed ear root, which was difficult to enter, but she did not expect that the American style of ear root was a bit more popular."

▲ The new American style of "Xiao Miao Que Coffee" (source: public comments)

Miao rice wine, as one of Guizhou specialties, has been used by every household since thousands of years ago. Now it is also used by coffee shops in the county for integration and innovation. Many coffee shops in Southeast Guizhou have new "wine lattes".

In the public comments, many customers also left a strongly recommended comment, "Rice wine latte made a deep impression on me. It is sweet and has a slight aroma of rice wine, which is well integrated with the aroma of coffee."

▲ Customers leave favorable comments on rice wine lattes (source: public comments)

"Coffee+" integrated consumption

The 2024 County Coffee New Business Report released by Meituan shows that new coffee products of the "coffee+local specialty" model have emerged in various places. In addition to pear coffee in Leishan, Guizhou, seabuckthorn coffee and wolfberry coffee in Zhongning, Ningxia, milkskin coffee in Baotou, Inner Mongolia, and butter tea latte in Langzika, Tibet, these are all hot specialty coffee products in recent years.

The Report shows that western coffee is being integrated into the Chinese catering scene in the county, and all kinds of "coffee+traditional food" have become popular group purchase packages. In Guangdong, you can have a cup of coffee while having a bowl of rice noodles for breakfast; In Guangxi, at noon, a bowl of spicy and fresh snail powder and a cup of coffee can balance the taste and refresh the mind for work and study in the afternoon; In Xinjiang, coffee "tapas" can become Nang and baked buns, and their "role" has changed from staple food to afternoon tea.

In addition, the Report also found that the county coffee innovation model of "coffee+outdoor" and "coffee+leisure and entertainment" has brought consumers fresh and diverse coffee experience. From the tree house to the cliff, from the front of the waterfall to the mine, consumers can feel the fragrance of coffee between sightseeing. In the city, coffee is also combined with pottery, lottery, fitness and chess, meeting the needs of young people in diversified consumption scenarios and breaking the boundaries of industry consumption.

▲ New mode of coffee in county town nationwide (source: Meituan's Report on the New Business Type of Coffee in County Town 2024)

Industry insiders said that coffee shops with "all kinds of tricks" have sprung up everywhere in Guizhou County, and more new coffee categories and brands with regional characteristics have emerged, which will accelerate the growth of local consumption and highlight the new vitality of consumption.

Correspondent Ma Shanshan

Edited by Wang Xiaoting

Second instance Li Jie

Third instance Zhou Wenjun