China Daily/ ANN - The Nescafé Sense Cafe, located on No.27 Neiwubu street, Dongcheng district, will open to public to May 5. Designed by the renowned architect Zhuang Ziyu, and renovated from a traditional courtyard house of Beijing, the pop-up coffee shop is the third offline outlet in China for Nescafé.
Nescafé is Nestlé's 80-year-old coffee producer with presence in 180 countries, offering products including Nespresso as high-end coffee and Nescafé Dolce Gusto designed for creating innovative café experience in office and at home.
The previous two pop-up stores opened at Sanlitun in Beijing in 2017 and at Huangshan in Anhui province in 2018. The first outlet is "Five Sense" coffee store while the latter is "Natural Sense" outlet.
"China is a potential market for coffee consumption and the fastest-changing country in the world," Rashid Qureshi, president and CEO of Nestlé China. "We need to constantly refresh our brand portfolio to appeal to consumers."
The pop-up store aims to create an immersive experience that blends culture, architecture and art, in order to keep up with the ever-changing demands and consumption trend, Qureshi added. Altug Guven, senior vice-president of Nestle China's coffee business unit, said China's coffee market is increasingly dynamic and he sees more growth out of this category.
Nestlé China's coffee unit reached a double-digit growth last year, with growth in all segments, highlighted by ready-to-drink coffee and capsule coffee.
Soluble coffee, which takes a large percentage of its total coffee business, has focused on innovations to bring new varieties and experience to Chinese consumers. This month, Nestlé unveiled a new fruit flavored ice soluble coffee, which is locally developed and tested in China with an intention to win young consumers this summer, said Guven.
Nestlé's Ready-to-drink coffee category has been also on the rise. Innovations including cold brews and constant consumer engagement campaign have been key drivers to the strong growth, said Guven.
Its capsule coffee business, which involves coffee makers at home and in office, has strong potential in China, he added. Consumers value the capsule coffee's convenience and affordability as a premium coffee in office, said Guven.
"For individual consumers, capsule coffee also provides them with rich varieties and solutions they won't find it at convenience stores," he said.
