The drunkard's meaning is only "flying like a feeling"?Following Li Ning, Tuba also entered the coffee

Following Li Ning (HK02331, the stock price of HK $ 66.35, and a market value of HK $ 173.7 billion), another local sports brand -Tsob (HK01368, the stock price of HK $ 10.48, and a market value of HK $ 27.613 billion) also "run" into the coffee track.

Recently, Qixinbao showed that Tub (China) Co., Ltd. applied for 3 "special coffee" trademarks and 3 "XTEP COFFEE" trademarks. The international classification is catering and accommodation, convenient food, and advertising. The current trademark status is waiting Improved review.

Unexpectedly, in recent years, more and more brands have chosen cross -border to "volume a volume" in the coffee track.

From China Post, Sinopec (600028, stock price of 4.4 yuan, market value of 532.7 billion yuan) to open a coffee shop, to Tongrentang (600085, stock price 45.49 yuan, market value of 62.388 billion yuan), "Chinese medicine" health coffee Coffee trademarks, coffee competitions are constantly squeezing into new players who seem to be completely unjust.

Photo source: Photo Network-500319429

How many giants came from the border, how "fragrant" this cup of coffee is?

The "2022 China Coffee Industry White Paper" report released by Hungry Mansion shows that in 2021, the market size of the Chinese coffee industry reached 381.7 billion yuan, a year -on -year increase of 27.2%. It is expected that the market size of China's coffee industry will exceed 10 billion yuan by 2025.

This track that has the potential to gain trillion markets has also attracted a keen sense of smell. According to Qixinbao, since 2013, the coffee competition has received a total of 114 financing, with a total disclosure amount of 11.568 billion yuan. In the first half of this year, there were 14 coffee financing incidents, with a total financing amount exceeded 1.8 billion yuan.

However, unlike other players, cross -border players such as Tubu, Li Ning and other cross -border players do not want to compete with Starbucks (SBUX 92.7 US dollars, a market value of 106.3 billion US dollars), Ruixing, TIMS and other old coffee players.

They are "drunk men are not wine", what do they care about?

Chinese food industry analyst Zhu Danpeng told the "Daily Economic News" reporter that "Tuban" made coffee to enhance user stickiness and upgrade the service system.

How attractive is coffee to "layman"?

Today, the coffee track is a bit more lively.

According to Qixinbao, Tubou recently applied for 3 "special coffee" trademarks and three "XTEP Coffee" trademarks, which poses a posture of entering the military coffee market.

Step Store Picture Source: IC Photo-1561869302611836933

In fact, two months ago, Tubte was trying to approach the coffee business. On July 13, a coffee shop entitled "Cafe in the Aerospace Gallery" published by the official WeChat public account of the Coffee Industry Development Center of Pu'er City! In the tweets of Mana Coffee Square Stores on July 16th, Pu'er Tub Children's Store announced cooperation with the cliff coffee.

From the perspective of tweets, Pu'er Tub Children's Store is the first comprehensive experience store in Tibba children in the country. It sells coffee mainly to enrich the comprehensive services in the store and enhance consumers' comprehensive experience. The price of coffee products is 30 yuan the following.

Tub's eagerness on the coffee track makes people can't help but think of another sports brand Li Ning's coffee experiment.

In November 2021, Li Ning's first store in 1990 officially opened in Beijing Qiaofangcao Land in Beijing. Consumers can drink "Li Ning Coffee" for free in any consumption in the store. Li Ning's logo is also printed on the cup.

Qixinbao showed that in April this year, Li Ning applied to register the "Ning Coffee" trademark. During the May 1st, Li Ning Zhonghua City Flagship Store, which is located in Xiamen, officially launched the "Ning Coffee" service. It has been promoted to many Li Ning stores in Beijing, Xiamen, Guangdong and other places.

It is reported that Ning Coffee has launched nine products including raw coconut latte, colorful coconut latte, South African oats latte, ice coffee, and American coffee, and there is currently no price price.

From Ning Coffee to Two, why does coffee become the "sub -industry" of major brands?

Zhang Chenkai, the director of CIC Burning Consulting, said in an interview with the reporter of the Daily Economic News that one of the important reasons is that the prospects of the Chinese coffee market are broad and the demand continues to grow.

Ai Media Consultation data shows that my country's coffee market size will reach 485.6 billion in 2022, and the industry is expected to maintain a growth rate of 27.2%. At the same time, statistics from the London International Coffee Organization show that in the past ten years, Chinese coffee consumption has increased at a rate of 15%to 20%each year, far exceeding the average growth rate of 2%of the world.

Zhang Chenkai also said that the current level of coffee consumption in China is still in the initial stage, the coffee penetration rate is low, and the per capita drinking volume is 7 cups. It is about 1/50 of the per capita drinking volume of the United States. The Chinese coffee market still has a large growth space Essence

The drunkard's meaning is not wine. What is the "Tubu" selling coffee?

Although it is an indisputable fact that the high -speed growing coffee track is optimistic about the brand and capitals, do the "Tubu" who came to make fun really wants to make money by relying on this cup of coffee?

Regarding the registered coffee trademark, the relevant staff of Tubu said in an interview with the media that Tesco's more accurate positioning is service, not business, mainly to improve the diversified level of membership services, and meet the extension of consumer shopping shopping. Demand, provide a better store experience. The above -mentioned staff also said that Tubou only plans to pilot the flagship store on Chunxi Road, Chengdu, and will provide a variety of coffee and tea drinks in the store. "There is no plan to open a coffee shop independently in the future."

Regarding the main purpose of special coffee, Zhuang Shuai, an expert in the retail e -commerce industry and the founder of Bailian Consulting, analyzed in an interview with the reporter of "Daily Economic News" on WeChat that the sports brand cross -border coffee is to improve users' entry Store frequency, driving low -frequency clothing sales; on the other hand, it is to enhance the user experience, such as consumers can drink coffee to rest during testing.

Lin Yue, the chief consultant of Ling Yan consulting, pointed out the difference between Ning Coffee and special coffee in terms of purpose. He believes that Li Ning's coffee is more to improve the customer experience of the store, and use coffee to stimulate the "customer unit price" of clothing categories, including extending consumers' stay in the store, increasing user emotional communication, etc. Select cross -border cooperation and integrate comprehensive services such as exhibitions and physical fitness tests, which requires charges, which requires more clearly its own positioning and purpose.

Although Tubu has not announced the specific business model of Te Coffee, according to its previous cooperation with Mana Coffee and the "routine" of Li Ning's coffee, Tubo is very likely to choose to cooperate with mature coffee players, and then use the advantages of offline stores to use the advantages of offline stores. , Attract more consumers and enhance user stickiness.

According to the financial report data, as of December 31, 2021, the special brand brand has a total of 6,151 stores in the country, and its volume is comparable to the head brand in the coffee. This year Q2 has reached 7,195, and the total number of stores continues to maintain the number one in the country.

In Zhuang Shuai's opinion, coffee is not the main business of Tubu, so the wise approach is not self -employed, but in cooperation with professional coffee chain retailers to "cooperate with professional coffee retailers. There are many difficulties in self -employment. It is difficult for raw materials procurement, quality control, production personnel, store management, etc. "."

Even if you don't rely on coffee to fill the money bag, can the aroma of coffee really make the "Tubu" who want to drain?

Lin Yue believes that if he wants to drain for sports products through coffee, the brand needs to clarify the customer group. For example, Tibu hopes to reach the middle -end consumer or the parents of children's users. where. Only by clarifying can we achieve precise marketing and drainage, otherwise it will slowly become an additional service, without the value of coordinated efficiency.

"(Providing coffee services) can play a drainage role to a certain extent, but how much the effect depends on the quality and service of coffee, and the corresponding experience, and these require professional operating capabilities." Zhuang Shuai said.

Daily Economic News

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