顺德70后女老板，卖爆200万台咖啡机抢瑞幸饭碗，一年狂赚5个亿Shunde 70s female boss sells 2 million coffee machines to grab Luckin Coffee's job, making a whopping 500 million yuan in a year

你有没有这种感觉，一到周一就提不起精神来？

这时候，来一杯醇香的咖啡瞬间活过来一般。

现在，很多年轻人每天一杯咖啡变成常态了。早上来的那一杯咖啡，如同续命水一样重要。

即使是每天一杯瑞幸咖啡，长年累月下来也是一笔不小开支。

于是，精打细算的上班族，就想着在家DIY一杯咖啡，这样家用咖啡机的需求就应运而生了。

70后顺德女企业家谢建萍，用14年时间，在欧洲垄断的咖啡机行业中，把国产咖啡机硬生生做成了全球咖啡圈的抢手货。

今年一月份，中国半自动意式咖啡机格米莱，已经正式向港交所递交招股说明书，向IPO冲刺。

那么，谢建萍是怎么在全球咖啡领域火出圈的呢？

大部分人都知道顺德造空调、微波炉等比较出名，销往世界各地。却不知，顺德的咖啡机也很出名。

现如今，全球年产咖啡机近1亿台，其中约八成来自于中国，而中国每出口的三台咖啡机中，大约有1台就来自于顺德。

顺德早就开始做咖啡机了，远比咖啡成为年轻人打工“续命水”的时间，要早很多。

1990 年代初，顺德靠着人力成本低、整个产业链全配套的优势，成了全球咖啡机代工的大后方。

格米莱的前身是科锐玛电器，早在2011年在广东顺德成立，开始靠贴牌代加工咖啡机运营，这种方式下利润薄如纸，生存空间很困难。

当几乎没有了利润可言，格米莱率先抛开OEM（贴牌代加工），直接把酒吧里那套商用型搬到家里厨房去，2013 年海外电商一上线就爆卖，成功切入市场。

精明的消费者看到这种售价三千元左右的咖啡机，根本不考虑就入手了。格米莱的卖点在于“58毫米”这个关键的数字上。

“58毫米”代表着咖啡粉碗的直径大小，是商用咖啡机的标准，而“54毫米”是家用机的主流标准。

“58毫米”咖啡机能彻底激发出咖啡豆的香气，萃取出其绵密的油脂，有种把咖啡的灵魂瞬间给激发出来的节奏，就是专业玩家的选择。

而“54毫米”有那凑合的感觉，比如咖啡粉碗较小，萃取的压力不稳定，打出来的咖啡和热水有着割裂感，无法交融在一起，喝起来特别寡淡如水，和咖啡馆里的咖啡比起来感觉像喝了一杯假咖啡。

谢建萍带领团队，不是简单地改改咖啡机的样子，而是对整个咖啡机的加热系统、压力控制和稳定性等功能，做了彻底全面的系统改造，目的就是为了让老百姓在家就能做出一杯如同咖啡馆级别的好咖啡。

事实证明，谢建萍的“家用价格，商用标准”，这步棋确实走对了，精准戳中了当下年轻人的消费心理，让格米莱在后来的咖啡市场中走得稳又准。

其实，这在当时特别冒险。

2011年，中国年人均咖啡消费量仅为 4-5杯，远低于全球平均水平。

也就是说，当时喝咖啡属于一种小众文化，这就不得不佩服谢建萍的远见和敢想敢干的魄力。

从2018年，咖啡才开始在国内广泛流行起来。

也是这一年，瑞幸和星巴克在中国咖啡市场开始了交锋。

瑞幸咖啡9.9元一杯已经深入了年轻打工人的心，从此不能自拔。每天一杯瑞幸咖啡，一年下总算下来至少要三千多元了，而对应的星巴克的花费至少要上万了。

每个喝咖啡的人心里都有本账。

对打工者来说，就那么点工资确实要算着点用，每天固定的咖啡开支，如此细水长流下来也真是一笔不少的钱啊？

有没有更优解呢？

可不可以买个家用咖啡机，一次搞定，后续买点咖啡豆，牛奶即可？

当这种需求量足够大时，格米莱公司的生意就来了。

而格米莱公司坚持以性价比为突破口，既保证咖啡的极致萃取性能，又让价格超有竞争力。

除了在国内广受喜欢，在东南亚，格米莱几乎成了年轻人的造梦机。

泰国、越南街头，路边的后备箱咖啡摊、独立咖啡机，乍一看他们用的都是清一色的格米莱咖啡机。

格米莱在2025年前三季度，仅亚洲市场就有了超过6400万的营收销售额。

纵观格米莱这家品牌能以国产品牌之姿闯进国外消费圈子，主要是在几个方面都做了降维打击。

产品质量上，他们的研发团队是一群做精密手表出身的高手。他们拿出做手表的精神来做研发，正是这种对品质的坚持，让格米莱即使在咖啡文化最深厚的欧美市场都能走得特别扎实，特别稳。

价格上，格米莱把上万元商用机的萃取系统和精准温控直接转嫁到家用机上，性价比之高，顿时产生了降维打击的效果。

市场营销上，格米莱不走寻常路，从来不打硬广告，而是直接把咖啡机交给全球咖啡博主，让他们直接去用，然后出测试结果。

那些挑剔的评测官，发现格米莱的品质直接和欧美名牌相媲美，自然就让格米莱的名气瞬间飙升。

由于紧跟国内年轻人的步伐，格米莱取得了一次又一次有效宣传。

一位上海阿姨在小红书上，分享她如何教女儿做咖啡的步骤，赢得了无数点赞，细心的“小红薯”发现这位阿姨用的咖啡机就是格米莱的机器。无形中，格米莱一步步深入消费者的心间。

格米莱的市场敏锐度也特别高，当察觉到中东用户喜欢喝土耳其咖啡（这种咖啡粉要求特别细），能迅速研发新机型，把咖啡粉磨得如同面粉一样细腻。

格米莱的跃迁告诉所有的创业者：中国品牌不靠低价，照样可以赢得尊重和定价权。

只要技术过硬，死磕到底，哪怕选择一个很小的赛道，也能在业内遥遥领先。

作者|清清

编辑|知愚

图｜来源网络侵删

Do you feel like you can't get up on Monday?

At this moment, a cup of fragrant coffee instantly comes to life.

Nowadays, having a cup of coffee every day has become the norm for many young people. The cup of coffee that comes in the morning is as important as life-saving water.

Even a cup of Luckin Coffee every day is a significant expense over the years.

So, budget conscious office workers decided to DIY a cup of coffee at home, which gave rise to the demand for home coffee machines.

Xie Jianping, a female entrepreneur from Shunde born in the 1970s, spent 14 years in the monopolized coffee machine industry in Europe, making domestic coffee machines a hot commodity in the global coffee circle.

In January of this year, China's semi-automatic Italian coffee machine Gree officially submitted its prospectus to the Hong Kong Stock Exchange, sprinting towards IPO.

So, how did Xie Jianping become popular in the global coffee industry?

Most people know that Shunde is famous for producing air conditioners, microwave ovens, and other products, which are sold all over the world. But I don't know, Shunde's coffee machines are also very famous.

Nowadays, the global annual production of coffee machines is nearly 100 million units, of which about 80% come from China, and out of every three coffee machines exported by China, about one comes from Shunde.

Shunde has been making coffee machines for a long time, much earlier than when coffee became the "lifeline" for young people to work.

In the early 1990s, Shunde became the major hub for global coffee machine manufacturing due to its low labor costs and complete industrial chain support.

Gemile's predecessor was Korima Electric Appliances, which was established in Shunde, Guangdong in 2011. It began to operate coffee machines through OEM processing, which resulted in thin profits and difficult survival space.

When there was almost no profit to speak of, Gree took the lead in abandoning OEM (OEM) and directly moved the commercial model from the bar to the kitchen at home. In 2013, when overseas e-commerce was launched, it sold well and successfully entered the market.

Smart consumers who see this coffee machine priced around 3000 yuan don't even consider buying it. The selling point of Gemley lies in the key number of "58 millimeters".

58mm "represents the diameter of the coffee powder bowl and is the standard for commercial coffee machines, while" 54mm "is the mainstream standard for household machines.

The "58mm" coffee machine can thoroughly stimulate the aroma of coffee beans, extract their dense oil, and create a rhythm that instantly ignites the soul of coffee. It is the choice of professional players.

And '54mm' has a mediocre feeling, such as a smaller coffee powder bowl, unstable extraction pressure, and a disconnect between the brewed coffee and hot water, making it difficult to blend together. It tastes particularly bland like water, and compared to coffee in a caf é, it feels like drinking a fake cup of coffee.

Xie Jianping led the team to not simply modify the appearance of the coffee machine, but to thoroughly and comprehensively reform the heating system, pressure control, and stability functions of the entire coffee machine, with the aim of allowing ordinary people to make a cup of coffee that is as good as a coffee shop at home.

It has been proven that Xie Jianping's strategy of "household price, commercial standard" was indeed the right move, accurately targeting the consumption psychology of young people today, and enabling Gemile to move steadily and accurately in the later coffee market.

Actually, it was particularly risky at that time.

In 2011, the annual per capita coffee consumption in China was only 4-5 cups, far below the global average.

That is to say, drinking coffee at that time belonged to a niche culture, which made us admire Xie Jianping's foresight and courage to think and act.

Since 2018, coffee has become widely popular in China.

In the same year, Luckin Coffee and Starbucks began to compete in the Chinese coffee market.

Luckin Coffee, priced at 9.9 yuan per cup, has deeply penetrated the hearts of young working people and they can no longer extricate themselves from it. A cup of Luckin Coffee every day costs at least 3000 yuan in a year, while Starbucks' corresponding expenses are at least tens of thousands.

Everyone who drinks coffee has an account in their heart.

For migrant workers, just a small salary does have to be counted as useful, with a fixed daily coffee expense. Is it really a considerable amount of money that flows down so slowly?

Is there a better solution?

Can I buy a home coffee machine that can handle it all at once, and then buy some coffee beans and milk afterwards?

When the demand is large enough, the business of Gemley Company comes.

And Gree Company insists on cost-effectiveness as the breakthrough point, ensuring the ultimate extraction performance of coffee while making the price super competitive.

In addition to being widely loved domestically, in Southeast Asia, Gemile has almost become a dream machine for young people.

On the streets of Thailand and Vietnam, there are trunk coffee stalls and independent coffee machines on the roadside. At first glance, they all use the same Gremli coffee machine.

In the first three quarters of 2025, Gree's revenue and sales in the Asian market alone exceeded 64 million.

Looking at the fact that the brand Gree has been able to enter the foreign consumer circle as a domestic brand, it has mainly been hit by dimensionality reduction in several aspects.

In terms of product quality, their R&D team is a group of experts who have a background in precision watches. They put out the spirit of making watches to do research and development, and it is this insistence on quality that has enabled Gemile to walk particularly solidly and steadily even in the European and American markets with the deepest coffee culture.

In terms of price, Gree has directly transferred the extraction system and precise temperature control of commercial machines worth tens of thousands of yuan to household machines, resulting in a high cost performance ratio and an immediate impact on dimensionality reduction.

In terms of marketing, Gree takes an unusual approach and never advertises hard. Instead, it directly hands over the coffee machine to global coffee bloggers, allowing them to use it directly and produce test results.

Those picky reviewers found that the quality of Gree was directly comparable to European and American brands, which naturally made Gree's fame soar instantly.

Due to keeping up with the pace of young people in China, Gemile has achieved effective promotion time and time again.

A Shanghai auntie shared on Xiaohongshu how to teach her daughter the steps to make coffee, which won countless likes. The attentive "Little Sweet Potato" discovered that the coffee machine used by this auntie was a machine from Gemley. Unconsciously, Gree gradually penetrates into the hearts of consumers.

Gemila also has a very high market sensitivity. When it detects that Middle Eastern users like to drink Türkiye coffee (this coffee powder requires special fineness), it can quickly develop new models to grind coffee as fine as flour.

Gree's leap tells all entrepreneurs that Chinese brands can still win respect and pricing power without relying on low prices.

As long as the technology is strong and perseveres to the end, even if choosing a small track, one can still be far ahead in the industry.

Author | Qingqing

Editor | Zhiyu

Image | Source network intrusion and deletion