Today, we will take a look at the medium to high-priced coffee market after the previous segment. Let's start by examining the number of stores. Initially, Illy Coffee and Twosome Place have been maintaining their positions in 1st and 2nd place, while Angel-in-us used to do really well in the past but now shows signs of decline. Gong Cha is on the rise, and so is their service speed, especially noticeable. Hollys Coffee and Pascucci, overall, are experiencing a downturn in the market, but still showing a steady performance. Tom N Toms, Coffee Bean, and Droptop, despite not having a large number of stores, are inevitably reducing their store count to align with the declining market. Overall, showing a disappointing performance, but Illy Coffee and Twosome Place are truly remarkable. Next, let's move on to the monthly sales figures. Twosome Place and Coffee Bean are in 1st and 2nd place in terms of sales.

In the high-end, serving is gradually decreasing sales. Tom & Toms successfully increased the sales of Pascucci, catching up with Hollys Coffee. However, since 2019, Pascucci's sales have significantly dropped. Gong Cha, Angel-in-us Coffee, Ediya Coffee, etc., other coffees have been showing a decreasing trend, but Gong Cha has managed to make a slight recovery. What's remarkable about serving is that after 2019, the brand value increased secondarily, leading to another surge in sales. Nevertheless, the ultimate top place goes to Tous Les Jours. Hello, this is a trade secret. Today, we will discuss the high-end coffee market following the low-end coffee market. Many people often think that the high-end coffee market is at the stage of disappearing. In fact, this Open Survey Report...

When we compare the data for 2022 and 2023, the size of the market, which was 58.7% in 2022, decreased to 44% in 2023. So, until 2022, even though the high-priced coffee market was dominant in the overall market, now it is slightly shifting towards non-alcoholic beverages. Not only alcoholic beverages, right? It is a fact that the size is decreasing. But then, we need to examine whether this coffee market will really disappear. Because if it is a declining market, there is no need to start a business, right? However, when customers look at brands, they see Starbucks, Ediya, and Twosome Place. The key in the market is the spatial aspect. So, there should be a space where I can go and feel relaxed. Even in the low-priced coffee market, a store with a space is highly valued.

I mentioned earlier, but it seems that there is still a slight difference between stores with a hole in the low-end coffee market and stores equipped with a hole in the high-end coffee market. If the high-end coffee market is indeed a more pleasant space, the low-end coffee market feels somewhat like a bean sprout soup. There are quite a few stores like that. Right, right. So, when I really want to sit down and chat with colleagues or friends I haven't seen in a long time after a meal, it's more common to go for high-end coffee. It seems to be because of the spatial value. But then, if it's just about the spatial value, when asked if that's enough, looking at why people go to Starbucks Ttusum Dia, you can see which coffee market will survive in what situation, and it's somewhat visible. Yes, by looking at why people go to Starbucks first.

Because of gift cards, people often say things like, There are a lot of them. When starting a business, you hear a lot of comments like, It's disadvantageous to open next to Starbucks because the Starbucks brand value is so high. You hear a lot of comments like, Stores go out of business because of gift cards. People say that they have to use gift cards so they end up going once, twice, three times, and gradually get immersed in it. For Twosome, the most common response was that it's nice to have it near home until 2022. However, in 2023, the most common response was that it's nice to have it in a bustling area or near a subway station. So, in a way, Twosome is like a top player in the high-end coffee market. When you look at the brand as a whole, you can see the overall trend to some extent.

Actually, high-priced coffees can survive in good business districts. This is the kind of thought that comes to mind. Because conversely, in the case of Ediya Coffee, the most common response was that in 2022, people used it because it was cheap. But in 2023, the most common responses were that it is cheap, plus it is near home or work. So, Ediya Coffee is more specialized in residential areas, divided by price range. Then, of course, as we discussed last time, if it's a café, a mega coffee shop with a large store, located in a residential area, the chairman won't fail. But if you ask if it will do well, the meaning is a bit ambiguous. Oh, return on investment, right? People naturally continue to come in large numbers, but selling a cup for 2,000 won compared to the amount I invested, will it really bring satisfaction.

If we look at it from the perspective of whether I can get it, areas with a high floating population and expensive land prices inevitably have high spatial value, so they can only offer high-priced coffee. Low-priced coffee can only be focused on take-out. And in residential areas, a fight between low-priced coffee and high-priced coffee is starting. If we organize it like this, it seems like it will work out. So if you ask if the high-priced coffee market will disappear, I don't think it will disappear. But where should we set up? Rather, think of it as an investment product and consider going for the more expensive option. It will cost a lot of money. Have you heard of prime buildings or prime office buildings? There are buildings with a large working population that are now being revitalized. They are close to the subway stations.

There is enough value, so why not, because the floating population is good. On the contrary, it's better to have a high price. And setting up a hundred square meter café in the same place, I won't have anything left for myself. We need to keep an eye on these places. This is the conclusion we have reached in the high-end coffee market. Then, we cannot help but look at the brands. Last time, we expressed expectations about rebranding Dia. I think we need to approach the high-end coffee market strictly through the business district. Because I don't think there are high-end coffee shops that will definitely succeed just because they are there. Even if there is a difference in lease or sales of about 6,000 or 7,000 won, it may vary, but what comes out of that place comes out. This is the concept. So, in the end, high-priced.

When it comes to coffee, I would like to say that it is a way to approach the market. If you are wondering whether high-priced coffee shops have investment value, we have prepared some data for that purpose. So, in the end, because it involves a significant amount of money, setting up a high-end coffee shop is like setting up your own house. First, will it be a return on investment? Second, considering the bank interest, I will eventually take out a loan to set it up. So, compared to the bank interest, when operating a business after starting this venture, the amount that I can leave for myself has a certain value. We have prepared data so that you can compare these two cases, so please download it and take a look. If you compare them once, you may gain more insight. That's all for today's video.

If the video was helpful, please subscribe, like, and turn on notifications. I will come back with better videos next time. This was a trade secret. See you next time. Goodbye.

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