Registering coffee trademarks to enter the 100 billion coffee market, is Tubon Li Ning really to sell coffee?

According to China Trademark Network, Tuber (China) Co., Ltd. has recently applied to register 3 "Stef Coffee" and 3 "XTEP COFFEE". The current trademark status is waiting for substantial review.

Tuban told reporters that trademarks are applying for registration and have not been formally approved. Relevant persons in the company's marketing department revealed that it is only planned to open the first pilot at the flagship store of Chunxi Road in Chengdu. It is located on the second floor of Chunxi Road Store, and a variety of coffee and tea will be provided at that time.

Tub is not the first cross -border coffee sports shoes and clothing brand.

In May this year, Li Ning Sports (Shanghai) Co., Ltd. (hereinafter referred to as "Li Ning") registered the "Ning Coffee Ning Coffee" trademark. At present, Li Ning has launched coffee services in stores in Beijing, Guangdong, and Xiamen.

The shoe and clothing brand cross -border involves coffee and tea or even catering is not new. Earlier, some luxury fashion brands tried to sell coffee drinks in the store.

For example, after Ralph Lauren introduced Ralph ’s Coffee to Beijing in 2020, he entered Shanghai again in 2021. According to a fashion industry who had been invited to go at the time of opening, a cup of coffee was not cheap, and the price was 40-50 yuan, but the business was good. In the past, most of the people withdraw from the cards are not famous, which has also achieved one of the goals of the brand -drainage. "Fashion brands to make coffee shops often easily become online celebrity shops. For brands, it is another promotion."

There are not many successful cross -border cases in the industry, Maison Kitsuné is a family. The brand is one of the fashion brands that have chain its coffee brands in recent years. According to the report of fashion business media VOGUE Business, the global catering business accounts for 10%of the overall revenue of Maison Kitsuné. At present, Café Kitsuné has a store in Beijing and Shanghai, which are located in Taikouli and Xintiandi, Sanlitun.

Finding new possibilities outside the clothing business not only increases the possibility of new revenue, but also firmly develops the development of the main business. It is a strategy.

According to the financial report, as of June 30, 2022, Tubou had a total of 6,251 stores in mainland China and overseas; Li Ning had 7,112 sales outlets such as franchise dealers, direct business retail, and Li Ning Young. In terms of quantity, if the two companies want to enter the coffee track, the current number of retail stores is far greater than the existing major coffee chain brands.

According to the data of Ai Media Consultation, the size of the Chinese coffee market in 2021 was about 381.7 billion yuan, and the concept of Chinese consumer diet changed. Coffee gradually became popular in Chinese consumers' lives. The Chinese coffee market entered a stage of high -speed development. It is expected that the industry will remain maintained. The growth rate of 27.2%increases, and the scale of China's coffee market will reach trillions in 2025.

However, at present, Tuban and Li Ning's cross -border coffee is not going to compete with professional coffee brands such as Starbucks, Ruixing, TIMS. According to the response to the outside world, the brand involved coffee is not to increase new business, but more to increase the customer's sense of experience in the store.

Li Ning said that he hopes to improve the comfort and experience of customers through optimization of in -store services. Providing coffee services in the store will be an innovative attempt for Li Ning needle on the retail terminal consumption experience link.

Some consumers are exposed to the Ning coffee details of Li Ning's shop online. 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. The staff in the store said that if you do not sell it outside, you can enjoy coffee services only when customers spend a certain amount in the store.

Tub's reply is: "The more accurate positioning of Special Coffee is service, not business. It is mainly to improve the diversified level of membership services, meet the extension of store consumers shopping, and provide a good store experience. Open a coffee shop. "

In other words, the aforementioned two cross -border water testing more is the output of the brand image, and I hope more to enter the relationship with consumers.

Analysts believe that brand owners want to extend consumers' stay in the store and drive low -frequency clothing sales as a marketing method. But whether it can work, it will be converted to the final income, and it is necessary to wait for market inspection.

- END -