Breville has launched in China with a market for coffee machines estimated to be worth around half a billion dollars. Analysts estimate the size of the Chinese espresso coffee machine market, that has grown substantially since Covid, is now worth around $US330 million ($A500 million) and is now worth roughly the same as the US market.
Breville President APAC, Mark O’Kelly told Appliance Retailer the company has decided to execute a digital-only strategy to launch the brand with leading Chinese platforms including Tmall, JD.com, Xiaohongshu (Little Red Book), and Douyin.
“It is with great pride that we officially launched Breville China bringing premium kitchen appliances and globally recognized innovation to one of the world’s most dynamic consumer markets,” O’Kelly said.
Complementing the launch was a two-day event recently held in Shanghai, where Breville transformed a former post office into its first China-based consumer experience centre.
“The physical event was designed to complement this online presence by creating a direct, sensory connection with the local audience,” O’Kelly told Appliance Retailer.
“The brand experience event was held in Shanghai’s culturally-rich Yuyuan Road district, known for its blend of modern art spaces and historic charm, and proved an ideal setting. Its appeal to design-conscious locals and tourists provided the perfect backdrop to introduce Breville’s high-performance appliances in a curated, immersive environment.
“The venue welcomed a wide audience – from media and influencers to everyday consumers – offering a hands-on encounter with Breville’s signature products. Onsite baristas showcased the performance and precision of Breville’s coffee machines, helping guests explore the brand’s promise to “Master Every Moment. I want to acknowledge Breville China and the wider Breville teams for their outstanding efforts in getting us to this point,” O’Kelly said.
The decision by Breville to enter the Chinese market follows its entrance into the similarly digital-focused selling market of South Korea in mid-2022.
Breville was recently recognised for its Café & Store experience store in South Korea at the Retail Asia Awards. The Sinsa store in Gangham was recognised for the Brand Store of the Year Award.
The Breville Cafe & Store Sinsa in Gangnam retail showroom features an espresso bar offering specialty coffee made by Breville machines for consumers to experience with an easy walk-in cafe environment at prices similar to what they can get at home.