Illy Coffee Company produces more than 65,438+065,438+0 million kilograms of high-quality coffee beans every year, and is a leader in the high-quality coffee industry. Illy Coffee has occupied a place in North America and Europe, and actively explored the Japanese and South American markets. In Japan, Italian coffee has signed an alliance with Suntory Group.
1996, James Rosenquist, a famous modern artist, re-created a brand-new image for illy Coffee, adopting the simple and bold white word "illy" in Red Square. A generous and conspicuous new trademark means welcoming the new era with a brand-new concept.
LAVAZZA, founded in A.D. 1895, gradually changed from a grocery store to taking coffee as the only commodity. After more than one hundred years of development, Lavazza has become the third largest coffee roaster in the world, with a market share of 47% in Italy and a sales volume of 86,000 tons (65.438+0.4 billion cups) in more than 80 countries around the world.
Luigi LAVAZZA, the founder, devoted his life to the coffee business. 1895, Luigi Lavazza bought Paissa olivero, a small grocery store in Taurines, an old Italian businessman, for 26,000 lira (about 20 yuan), which is the seed of Lavazza Kingdom. At that time, the grocery store had the dual roles of producer and retailer. Luigi Lavazza buys raw beans himself, and then bakes all kinds of coffee according to customers' tastes. Because of his high interest, he quickly mastered every deep-seated skill in the baking process. After World War I, his three sons Mario, Beppe and Pericle retired to join in succession, and Luigi Lavazza spared no effort to develop retail into a wholesaler, which was a great success on the road to the coffee kingdom.
In the late 1970s, Lavazza launched a very successful advertisement: "The more you drink, the more excited Lavazza is".
(A cup of Lavazza coffee can make you feel better about yourself) This catchy advertisement,
Let Lavazza enter the whole European market and formally become a multinational enterprise.
About sales volume
Yili produces more than 1 1 10,000 kilograms of coffee beans every year. Consumers around the world drink about 6 million cups of Italian coffee every day, and only Italy sells 3 million cups of Italian coffee every day. LAVAZZA has an annual global sales volume of 8,600 tons (about 65.438+0.4 billion cups), accounting for 45% of the global market sales, and is the first brand of espresso.
About price
Illy is about one kilogram in 230 yuan, while LAVAZZA has many series, from 160 yuan to 280 yuan, so if you drink it yourself, I suggest Illy, and if you open a shop, I suggest LAVZZA, because there are many choices.
About packaging
Illy's unique packaging features are its unique patented products-inert gas barrels (3 kg for business use, household 125 g and 250 g) and coffee disposable bags (e.s.e.pod); LAVAZZA mostly adopts one-way exhaust valve and its unique capsule, namely Lavazza Espresso Point.
Illy inert gas tank lavazza one-way exhaust valve
Illy's 3kg barrel is put directly on the Italian bean mill, which is very popular in foreign coffee shops. In China, however, the coffee sales in cafes are too small, and the 3kg coffee has not been used up, so the coffee beans have not been fresh for a long time, and there are even fewer illy barrels that can be seen in cafes. Of course, there are also reasons for the price.
LAVAZZA's point can only be used on Lavazza's Point machine, unlike illy pod, which can be applied to other brands of pod machines, and its sales in China are not satisfactory. Of course, the price cost of about five yuan per cup is too expensive for business or home use.
In Italy
LAVAZZA is the leading brand in Italian coffee market, with a market share of 47%. In addition to selling ground coffee and coffee beans to Austria, France, Germany, Britain and the United States, the company also produces espresso machines.
Illy is a super quality brand in Italy. reaction is more expensive in price and much lower in sales volume than Lavazza. It is generally felt that illy is the top brand of Italian coffee, and its sales volume should be quite large. But there are too many Italian coffee brands, so illy can only rank fourth or fifth in sales. For example, the best-selling brand in Rome is civci, followed by Peru, illy and laco caffe.
However, the brand grade does not depend on the sales volume, just as the sales volume of Rolls-Royce is much worse than that of BMW, but no one denies that Rolls-Royce is an aristocrat in the car. Illy is known as the Rolls Royce of the coffee industry, and the aristocrats in the coffee industry also deserve it.
in China
In China, Shanghai Yimei should be recognized as the general agent of illy caffe in Chinese mainland, and this company also represents La cimbali, a boutique coffee machine. Shanghai Gio Catering Management Co., Ltd. operates illy concept store in Shanghai. After the illy Bar on the basement of Jinmao Tower, it is said that the concept of the second illy Bar opened in June+February this year. Italian coffee does not choose to open a shop in the bustling business district, because its main goal is to provide coffee beans and coffee machines for high-end hotels and restaurants, which is also in line with the positioning of Italian coffee-that is, the highest-end 10% coffee consumers, who are characterized by the habit of drinking coffee and pursuing higher and purer coffee quality.
Lavazza's sales agent in Chinese mainland is quite chaotic. There are no fewer than four or five self-proclaimed general agents, among which Qi Jie (HJ) and Jisheng should be recognized agents in the industry, but they are not general agents. Lavazza Espresso Point has only one agent, namely Shanghai Esgemani Biotechnology Company. There is a Lavazza coffee shop next to SPR in Xiushui Street, which should be the first Lavazza shop in Chinese mainland, but its Chinese translation is "Old Cafe". I don't know why. It is said that there are several shops in Taiwan Province Province, which have a certain popularity. This shop uses Lavazza cash counter, cappuccino and espresso, which are really authentic.
Besides authorized stores, there are too many stores in China that have signed illy and lavazza coffee, many of them.
"Selling dog meat by hanging sheep's head" is just like China should be careful when drinking blue mountains. When you meet illy and lavazza, especially illy, you must observe carefully.
Cico review
Illy and LAVAZZA are very successful brands in the coffee industry, but LAVAZZA takes the civilian route and aims at family consumption. Illy is strongly oriented to high-end users and high-end restaurants, regardless of formula, packaging and marketing. So when you tell a foreigner how good LAVAZZA is, they generally don't agree, but if illy is good, they generally don't object. In northern Italy, billboards of illy can often be seen in coffee shops, but LAVAZZA is rarely seen.
As far as taste is concerned, both of them are models in Espresso, so it's hard to comment. However, illy emphasizes 100% Arabica beans and relatively shallow baking, and chooses beans with relatively mild and shallow acidity, which shows obvious sweet and smooth characteristics (I have tasted authentic illy coffee in Shanghai Jinmao illy Store and illy showcase in Beijing Exhibition, and I was most impressed by it.). LAVAZZA's taste is more in line with the taste requirements of espresso, and its bitterness is more balanced and it feels a bit "strong". After drinking, it has the same rich fragrance as wine. I was lucky enough to drink LAVAZZA Espresso Point in Qingdao Eden, commonly known as "Time Capsule". For people who are not used to espresso, its taste is undoubtedly like drinking high-end wine, but a small cup will be memorable.
I drink gold bricks at work.
For people like me who don't like coffee with partners and sugar, I prefer LAVAZZA.