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Product concept, highlights and added value
The rise of China's coffee market has greatly increased the demand for home coffee. Market research shows that Chinese users prefer low-acid, mellow and sweet coffee, and drink latte much more than Americano. Based on consumer demand, Cafebreak launched the 'Tian Xi Lie Coffee Beans', among which the 'Tian Hei Qiao Gold Award Coffee Beans' are popular for their rich dark chocolate, nuts and caramel flavors. In 2024, Cafebreak teamed up with WBC World Champion Mikael Jasin to fully upgrade the 'Tian Hei Qiao' and launched the 'Huang Jin Tian Hei Qiao Gold Award Coffee Beans'. Based on the selection of 100% Arabica beans, SCA score of 85 plus, defect rejection rate of 90% plus and 2022IIAC Gold Award formula, the following aspects are fully optimized:
1. Bean variety upgrade: The original formula of 'Mandheling' is upgraded to 'Golden Mandheling', which is manually selected three times to reduce the earthy taste, taste cleaner and brighter, and enhance the mellowness and sweetness.
2. Process improvement: optimize the roasting curve, use the PROBAT NEPTUNE 500 roaster, control the heating rate at the end of roasting, reduce bitterness, and enhance sweetness.
3. Enhanced compatibility: the extraction tolerance is improved, and it is compatible with more home coffee machines, so that consumers can easily enjoy sweet lattes at home.
The packaging design uses green, which symbolizes nature and sustainability, and uses the brand IP macaw to convey the concept of harmonious coexistence between man and nature.
In terms of marketing, Mikael is promoted as the spokesperson for the product and brand through multiple channels online and offline, and participates in product development. The advertising with the theme of 'Make Latte Sweeter' covers platforms such as WeChat Moments, Focus Media and Xiaohongshu, and shares the champion flavor latte through the Lujiazui Coffee Festival. Mikael also conducted a live broadcast with the well-known blogger @查老师的咖啡宇宙 to explain coffee knowledge and product features, and jointly promoted it with industry media such as Coffee Salon and CTI, inviting more than 130 inflencers to evaluate, with a total exposure of more than 50 million.
Product Images
Please briefly describe how your product communicates with consumers
With the rapid rise of the Chinese coffee market, the demand for household coffee beans continues to grow. Cafebreak focuses on followers of the new lifestyle aged 25-40, and has insights into the needs of female in the workplace and home users who have daily coffee drinking habits, pursue quality life, and pay attention to taste and flavor. They love low-acid, mellow, and sweet latte. To this end, Cafebreak created the 'Tian Hei Qiao Gold Award Coffee Beans' and further launched an upgraded version: 'Huang Jin Tian Hei Qiao Gold Award Coffee Beans'. Selected 'Golden Mandheling', optimized blending ratio and roasting curve, and improved extraction tolerance, it brings a high sweetness experience of rich dark chocolate, nuts and caramel flavors. 2024 WBC World Champion Mikael Jasin participated in the product improvement and served as a product ambassador to bring consumers champion-quality coffee enjoyment.
Cafebreak takes 'Take a Cafebreak' as the brand concept and makes coffee the creator of quality life. Adhering to the sustainable concept of symbiosis between man and nature, green is used as the brand color, and the macaw is used as the IP image, which is integrated into the packaging design to convey the values of respecting nature and coexisting with quality.
The brand establishes a deep connection with consumers through multi-dimensional interaction. Offline, we participate in activities such as the Lujiazui Coffee Festival, Guangzhou Coffee Festival, and Wuzhen Drama Festival to communicate with consumers face to face and spread coffee culture. Online, we use official accounts, video accounts, Xiaohongshu and Douyin to increase brand exposure and establish consumer connections through brand stories, content seeding and creative promotion. It cooperates deeply with well-known bloggers and media in the industry, and uses the live broadcast promotion of top liver Li Jiaqi to accurately reach target consumers. Cafebreak also actively carries out cross-border cooperation, and launches joint products, art peripherals and sustainable environmental protection series products with brands such as Victoria Arduino, OATSIDE, and SUPERMONKEY to create more experiences for consumers. At the same time, the Coffee Academy offers professional courses such as cupping and hand pouring for members to deepen user stickiness.
Product Images
Ingredients List Photograph
Launch Date
2024-3
Target Consumer
New lifestyle followers aged 25-40,including female white-collar workers and home consumers in first and second-tier cities, pursue quality life and pay attention to the taste and flavor of coffee.
Weight/Volume per Pack
250g
Price per Item
￥64/袋
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
China
Distribution Channels
电商 E-commerce