At 7:30 in the morning, the Nestle Vertuo at the subway entrance spat out a cup of black water like a clock in machine. As I yawned and scanned the code, I suddenly realized: this is not coffee, it's clearly city tap water, or something with caffeine.
The data just flashed a minute ago said that Nestle's global market share has risen to 40% this year, thanks to this small machine. It upgraded instant powder into aluminum shell capsules, tripled the price, but made lazy people like me voluntarily pay. The hot climate has reduced the production of beans, and they rely on the world's largest procurement platform to reduce costs to half of others. Even droughts cannot defeat them.
Starbucks is even more outstanding, with 41000 stores like broadcasting towers, sending the Deep Drying 2.0 signal to every corner of the earth. The cup I drank at Lhasa airport had the same taste as on the streets of Tokyo, and the GPS for taste was frighteningly accurate. 35% of the money in the app comes online, and it sells coffee while also covering the payment channel, smoothly processing all your consumption data.
Maxwell, this old man actually turned red with eco-friendly bags. Generation Z reaches a climax at the sight of green packaging, and old brands instantly become trendy brands. Behind the scenes, Kraft Heinz Logistics is like a capillary, stuffing shelves into small shops in Vietnamese county towns where even grandma can easily carry a package.
Sumida River has only 1% oxygen left in the hanging ear, and the coffee powder seems to have been pressed with a pause button, which will not age for 180 days. It grafts the Japanese "professional" language onto the Chinese supply chain, cutting costs to one-third of what they are today, while preserving the sense of ceremony. I worked overtime at night and tore open a bag. With a flush of hot water, the office instantly turned to hand washing the bar counter.
Illy is the most stubborn, only focusing on a single origin and using 20 patents to condense it into a standard answer. Five star hotels and first-class cabins recognize it first, while B-end prices increase by 15%, and there are still people queuing up. Drinking it is like telling your neighbor: My tongue is expensive.
Do you understand? Internet famous brands are still shouting 'family' in the live broadcast room, and the top five have already rooted themselves in the ground: controlling beans, controlling taste, and controlling scenes. Flow is just a gust of wind, retaining talent is the soil. After the coffee war, the winner is never the best, but the most indispensable.
When the cup reached the bottom, I casually threw the capsule back into the bag. At that moment, I understood: those who can become daily infrastructure are the ultimate winners; Other than that, it's just a show.
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