当9.9元现制咖啡无处不在，罗伯克咖啡是如何实现破局的？When 9.9 yuan freshly brewed coffee is everywhere, how did Robock Coffee break through?
新华报业网。大家好，我是罗伯克咖啡大区经理陈镇喜。我们是做即饮咖啡的。
今天我要分享的，是一个正在发生的行业性问题：即饮咖啡正在被现制咖啡 “降维打击” 。
一、即饮咖啡的传统优势，正在被打破
在座各位都是咖啡行业的从业者，大家可以先想一想：在以往，即饮咖啡相比于现制咖啡，优势是什么？
没错 —— 更便宜、更便捷。
过去，想喝一杯现制咖啡，要么去咖啡馆坐下来慢慢喝，要么花二三十块钱买一杯带走。而即饮咖啡，几块钱一瓶，在便利店、小卖部随手就能拿到，拧开就喝。便宜加便捷，构成了即饮咖啡最核心的护城河。
但现在，这条护城河正在被填平。
先看价格。这几年，瑞幸、库迪等现制咖啡品牌掀起了轰轰烈烈的价格战。瑞幸全球门店数已经超过 3.1 万家，9.9 元一杯现制咖啡，已经成为行业默认的价格带。
再看便捷性。截至 2025 年底，中国现制咖啡品牌现存门店从年初的 5.4 万家增长到了 8.3 万家，全年净增近 2.9 万家。瑞幸、库迪、幸运咖、挪瓦咖啡四个品牌的门店都已突破一万家。咖啡店开到了写字楼楼下、社区门口、商场里面 —— 买一杯现制咖啡，比去便利店还方便。
结果是什么？欧睿国际数据显示，2025年中国咖啡市场接近 1500 亿元，现制咖啡占比约 85%，保持双位数增长；而即饮咖啡和速溶咖啡近两年增长则接近停滞。2024 年，即饮咖啡在饮料类目中的市场份额同比下滑了 13.48%。2023 年到 2025 年，即饮咖啡的年复合增长率仅 0.4%。一涨一降，说明大家越来越爱喝咖啡，但越来越不爱买瓶装咖啡。
即饮咖啡 “更便宜、更便捷” 的传统优势，正在被现制咖啡一步步瓦解。整个行业都站在一个十字路口。
二、行业寒冬里，罗伯克凭什么逆势增长？
但就是在这样一个被唱衰的赛道里，罗伯克咖啡实现了连年增长。
2025 年，罗伯克醇香拿铁单品销量破一亿瓶，罗伯克丝滑拿铁单品销量破四千万瓶，复购率超过 70%。在国内即饮咖啡市场份额排名前五。在华南地区，罗伯克常年稳居即饮咖啡畅销榜 TOP2。
去年 7 月登陆抖音商城后，连续 9 天蝉联即饮咖啡排行榜榜首，单日销量峰值突破万瓶。
凭什么？下面我从三个方面来分享罗伯克的破局之道。
三、罗伯克的三大破局法则
第一，用产品口碑留住消费者。
罗伯克醇香拿铁的故事始于 2012 年。十几年来，配方和包装几乎没变，但这款产品却实现了年均超过 30% 的销量增长。
为什么能卖十几年不衰减？因为消费者真的在回购。
面对中国消费者对 “有点甜、有奶香” 的偏好，罗伯克没有跟随精品咖啡的苦感竞赛。我们采用阿拉比卡咖啡，搭配低温冷萃工艺，去除咖啡中易产生刺激感的酸性物质，入口丝滑，奶香与咖啡香平衡得恰到好处。410ml 大容量终端零售价稳定在 6 元左右，比市面上常见的 250ml 瓶装咖啡多出近三分之二。有消费者评价说 “没有廉价即饮咖啡的酸涩感和粗糙糖精味”。
好喝、量大、不贵 —— 消费者喝完了还会再买，这就是产品口碑的力量。数据显示罗伯克平均复购率超过 70%，在快消品行业，这个数据足以说明品牌在目标人群中的喜爱度。
第二，用新品矩阵吸引年轻消费者。
光靠一款经典产品吃老本是不够的。罗伯克这两年密集推新，已经构建起一个完整的产品矩阵。
拿铁系列有醇香拿铁、丝滑拿铁、生椰拿铁、茉莉拿铁；黑咖系列推出了美式黑咖和西梅黑咖。我们还推出了 “三 0” 配方产品 ——0 添加蔗糖，以及 0 糖 0 脂 0 卡的美式黑咖。其中丝滑拿铁目前年销量已经突破4000万瓶。
从经典拿铁到控糖黑咖，再到花香奶咖 —— 罗伯克正在用更丰富的产品线，覆盖控糖减脂、轻运动、日常提神、花香奶咖等多元消费场景。每一个细分需求的背后，都是一群年轻的、正在成长的消费者。
第三，深耕渠道和场景 —— 这也是今天我想重点展开讲的。
罗伯克做对了一件事：不去一线城市跟大品牌抢便利店货架，而是 “农村包围城市”。
我们的主战场在哪里？加油站、高速服务区、社区超市、学校小卖部、夫妻老婆店。这些地方，大品牌看不上、进不去，但恰恰是普通人每天都会经过的地方。
更关键的是场景化推广。我们的品牌口号是 “怕困怕累喝罗伯克咖啡” —— 这句话不是随便喊的，它精准对应着一个真实的消费场景：开车。
从 2019 年开始，罗伯克就在广东省多条高速公路投放了大牌广告，现在已经覆盖到全国多个省市。“怕困怕累喝罗伯克咖啡” 的口号，频频出现在南来北往的驾驶者视野中。长途司机需要提神，但开车途中不可能绕路去咖啡店 —— 他们需要的是一瓶在服务区就能买到、拧开就能喝的咖啡。罗伯克正好出现在那里。
同样的逻辑，我们也在覆盖学生熬夜复习的场景、上班族通勤的场景。罗伯克不需要顾客特意绕路去找，不需要外卖等待，而是随时出现在人们最熟悉的日常购物场景里。
现制咖啡的 “便宜” 和 “便捷”，大多是有条件的、打了折扣的。而即饮咖啡的便宜和便捷，是无条件的、随时随地的。
罗伯克用十几年的时间证明了这一点：当行业都在追逐 “更便宜、更便捷” 的时候，谁能在消费者最需要的那一刻出现，谁就能赢。
责编：王茹雅
Xinhua News Agency website. Hello everyone, I am Chen Zhenxi, the regional manager of Robock Coffee. We make ready to drink coffee.
What I want to share today is an ongoing industry issue: ready to drink coffee is being hit by the "dimensionality reduction" of freshly made coffee.
1、 The traditional advantage of ready to drink coffee is being broken
All of you present are practitioners in the coffee industry. You can first think about: in the past, what were the advantages of ready to drink coffee compared to freshly made coffee?
That's right - cheaper and more convenient.
In the past, if you wanted to have a freshly made coffee, you either had to sit down at a coffee shop and drink slowly, or spend 20-30 yuan to buy a cup and take it away. And ready to drink coffee, priced at a few yuan per bottle, can be easily obtained at convenience stores and convenience stores, and can be opened and consumed immediately. The combination of affordability and convenience forms the core moat of ready to drink coffee.
But now, this moat is being filled in.
First, let's take a look at the price. In recent years, freshly made coffee brands such as Luckin Coffee and Kudi have sparked a fierce price war. Luckin Coffee has over 31000 stores worldwide, and a freshly made coffee priced at 9.9 yuan per cup has become the industry's default price band.
Let's take another look at convenience. By the end of 2025, the number of existing stores of Chinese freshly made coffee brands has increased from 54000 at the beginning of the year to 83000, with a net increase of nearly 29000 for the whole year. Luckin Coffee, Kudi Coffee, Lucky Coffee, and Novacoffee have all surpassed 10000 stores. The coffee shop has opened downstairs from the office building, at the entrance of the community, and inside the shopping mall - buying a freshly made coffee is even more convenient than going to a convenience store.
What was the result? According to Euromonitor International data, the Chinese coffee market is expected to reach nearly 150 billion yuan by 2025, with freshly brewed coffee accounting for approximately 85% and maintaining double-digit growth; However, the growth of ready to drink coffee and instant coffee has almost stagnated in the past two years. In 2024, the market share of ready to drink coffee in the beverage category decreased by 13.48% year-on-year. From 2023 to 2025, the compound annual growth rate of ready to drink coffee is only 0.4%. Rising and falling indicates that people are becoming more and more fond of drinking coffee, but less and less fond of buying bottled coffee.
The traditional advantage of ready to drink coffee, which is cheaper and more convenient, is gradually being undermined by freshly brewed coffee. The entire industry is standing at a crossroads.
2、 Why does Robock grow against the trend in the cold winter of the industry?
But it is in such a unpopular track that Robock Coffee has achieved continuous growth.
By 2025, the sales volume of Robbock's mellow latte will exceed 100 million bottles, and the sales volume of Robbock's silky latte will exceed 40 million bottles, with a repurchase rate of over 70%. Ranked among the top five in the domestic ready to drink coffee market share. In the southern region of China, Robock consistently ranks among the top 2 best-selling ready to drink coffee brands.
After landing in Tiktok Mall in July last year, it ranked first in the ready to drink coffee ranking list for 9 consecutive days, with the peak daily sales exceeding 10000 bottles.
On what grounds? Below, I will share Rob's breakthrough strategy from three aspects.
3、 Robeck's Three Breaking Rules
Firstly, retain consumers through product reputation.
The story of Robeck's Fragrant Latte began in 2012. For over a decade, the formula and packaging have remained almost unchanged, but this product has achieved an average annual sales growth of over 30%.
Why can it be sold for more than ten years without decline? Because consumers are really buying back.
Faced with Chinese consumers' preference for "a bit sweet and creamy", Robeck did not follow the bitter competition of specialty coffee. We use Arabica coffee, combined with low-temperature cold extraction technology, to remove the acidic substances that are prone to irritation in coffee. The taste is silky smooth, and the milk and coffee aromas are balanced perfectly. The retail price of a 410ml large capacity terminal remains stable at around 6 yuan, which is nearly two-thirds higher than the common 250ml bottled coffee on the market. Some consumers have commented that 'there is no sour or rough saccharin taste like cheap ready to drink coffee'.
Good taste, large quantity, and affordable - consumers will buy again after drinking, which is the power of product reputation. The data shows that the average repurchase rate of Robock exceeds 70%, which is sufficient to demonstrate the brand's popularity among the target audience in the fast-moving consumer goods industry.
Secondly, attract young consumers with a new product matrix.
Relying solely on a classic product is not enough. Robock has been intensively promoting new products in the past two years and has built a complete product matrix.
The latte series includes mellow latte, silky latte, coconut latte, and jasmine latte; The black coffee series has launched American black coffee and Western plum black coffee. We have also launched the "30" formula product - American black coffee with 0 added sucrose and 0 sugar, 0 fat, and 0 calories. Among them, the annual sales of silky latte have exceeded 40 million bottles.
From classic latte to sugar controlled black coffee, and then to floral milk coffee - Robock is using a richer product line to cover diverse consumer scenarios such as sugar controlled weight loss, light exercise, daily alertness, and floral milk coffee. Behind every segmented demand is a group of young and growing consumers.
Thirdly, deepen the cultivation of channels and scenarios - this is also what I want to focus on today.
Robock did one thing right: instead of competing with big brands for convenience store shelves in first tier cities, he "surrounded the city from the countryside".
Where is our main battlefield? Gas station, highway service area, community supermarket, school convenience store, couple's shop. These places may not be attractive or accessible to big brands, but they are precisely the places that ordinary people pass through every day.
More importantly, scenario based promotion. Our brand slogan is' Drink Robock coffee for fear of fatigue and tiredness' - this sentence is not casually shouted, it accurately corresponds to a real consumer scenario: driving.
Since 2019, Robeck has placed big name advertisements on multiple highways in Guangdong Province, and now covers multiple provinces and cities across the country. The slogan of "Drink Lubbock coffee for fear of drowsiness and fatigue" frequently appears in the sight of drivers traveling north and south. Long distance drivers need to stay alert, but they cannot take a detour to a coffee shop while driving - what they need is a bottle of coffee that can be bought in the service area and can be twisted open to drink. Rob happened to appear there.
The same logic applies to scenarios where students stay up late to review and commuting for office workers. Robock does not require customers to take a detour or wait for takeout, but rather appears in the most familiar daily shopping scenes at any time.
The "cheap" and "convenient" aspects of freshly made coffee are mostly conditional and discounted. The affordability and convenience of ready to drink coffee are unconditional and available anytime, anywhere.
Lubbock has proven over a decade that when the industry is pursuing "cheaper and more convenient," whoever can appear at the moment when consumers need it the most will win.
Editor in Chief: Wang Ruya