Research on the E-Commerce Transformation Strategy of Coffee Brands from the Perspective of New Retail

随着消费结构的升级和数字技术的迅猛发展，新零售逐渐成为推动传统零售业转型升级的重要动力。咖啡作为年轻消费者追捧的饮品，其市场规模不断扩大，吸引了大量品牌进入竞争。在此背景下，咖啡品牌通过电商化转型谋求新的发展机遇，成为行业发展的关键趋势。结合当前咖啡品牌在电商平台的布局现状，深入分析其电商化转型面临的挑战与机遇，能够为咖啡品牌在新零售时代的可持续发展提供参考。With the upgrading of consumption structures and the rapid development of digital technologies, New Retail has gradually emerged as a significant driving force in the transformation and upgrading of traditional retail industries. Coffee, as a beverage favored by young consumers, its market size is expanding, attracting numerous brands to enter the competitive landscape. Against this backdrop, the pursuit of new development opportunities through e-commerce transformation has become a critical trend in the industry for coffee brands. By examining the current strategies of coffee brands on e-commerce platforms and conducting an in-depth analysis of the challenges and opportunities in their digital transformation, this study aims to provide actionable insights for the sustainable development of coffee brands in the New Retail era.