Various shopping festivals have opened, and the coffee track has become the focus of attention again.In the past two years, the coffee circuit has seen a "financing boom".

2021 saw a record number of financing events in coffee-related fields since 2013, with total financing reaching 4.5 billion yuan. Related data shows that in the first half of 2022, there were 10 financing events of more than 100 million yuan for coffee brands, with total financing of more than 4.8 billion yuan.

During this period, a large number of coffee brands attracted capital to enter the market. For example, the Manner coffee brand, registered in 2015, attracted a capital injection of $1.3 billion in February 2021.

And coffee producers registered in 2017 have attracted major capital and other institutions to become their capital "backers" from 2020 to the end of 2021.

The consumer demand for coffee in various countries is growing rapidly every year, and coffee has become a very high-frequency consumer product that has also given rise to a huge industry, which has become an opportunity and starting point for entrepreneurs and capital from various countries to rush into the coffee market.

At the same time, the competition in the coffee category is also becoming more and more refined.

Following the 'popularity' of instant coffee and hang-ear coffee segmentation, some brands that focus on ultra instant cold brew coffee powder have also started to sweep the coffee powder online market.

Coffee brands have also made many changes in appearance marketing, with the help of social attributes to become the emerging Netflix brand.

Affected by the complex and changing market environment, coffee companies that entered the coffee market early and focused on offline stores are facing an impact.

Starbucks released its results for the third fiscal quarter that ended July 3, 2022, showing that Starbucks achieved a net profit of $913 million, down 20.82% year-on-year.

At that time, Starbucks said that the decline in performance was related to storing closures brought about by the epidemic.

Meanwhile, in 2018, Tims, a joint venture between Tim Horton's parent company RBI and Descartes Capital, was established. with the current coffee financing boom, it is on fire to go public on Nasdaq in 2022. But as of Oct. 28 EST, the discount is 64% compared to the $10-listed SPAC shell company.

In addition to being a refresher, consumers' demand for coffee also lies in the fact that coffee itself is a 'fashionable' drink, which is more popular among the highly educated, and that coffee as a carrier has been given social attributes.

Starbucks meets the above needs and pays special attention to the needs of business, society, and other third spaces under the consumption scenario, but the epidemic affects the social scene instead becomes Starbucks' short board.