Li Ning officially sells coffee! As soon as the coffee is opened, there are 7000 houses?!

After China Post, GouBuLi, Tongrentang, PetroChina and other companies that seem to have nothing to do with coffee began to sell coffee, another unexpected brand joined the coffee track! Recently, Li Ning Sports (Shanghai) Co., Ltd. applied to register the trademark "Ning Coffee NING COFFEE", which has become a hot topic. Subsequently, Li Ning generously admitted to selling coffee: it will provide coffee service in the store in the future to enhance customers' comfort and experience when shopping.

Yes, that's right. Li Ning is going to set up a coffee area in its own store. According to the data of Li Ning's 2021 report, by the end of 2021, Li Ning had a total of 7137 stores. If it is fully opened, it means that Ning Coffee will have at least 7000 stores. If the speed is fast enough, it is also possible to surpass Lucky and become the coffee brand with the largest number of stores in the country.

Do you think it's impossible? There is nothing absolute in the world. Under the epidemic, we can see that more and more brands begin to sell coffee across the border, and these brands are already sitting on a very large number of physical stores, so it is not difficult for them to sell coffee, and they can start by setting up coffee areas in their original stores.

Instead of simply renting a store to sell coffee, Ning Coffee is opened in the original Li Ning store. For the use of personnel, there is only reasonable training, and there is no need to recruit baristas. In this way, the cost of manpower and rent has been much lower than that of many coffee brands, so the price of coffee can be lower. Coupled with the original look and coffee is not the edge of the brand suddenly began to sell coffee, this cross-border coffee impact, but also steadily pinched the curiosity of consumers.

Compared to the trademark registration of "Ning Coffee", Li Ning began to enter the coffee race early. As early as 2013, Li Ning "sold coffee", but not for drinking, but for sportswear made of coffee grounds. At that time, Li Ning adopted a special process to weave coffee grounds into new materials after grinding and calcination, making clothes that not only protect the environment, but also inhibit bacteria, deodorize, store heat and keep warm. In August 2020, Li Ning also launched a limited eco-friendly T-shirt, also made from coffee grounds, in conjunction with LOVERE & COSTA, a subsidiary of Love Recycling.

At a Li Ning brand event in November last year, consumers could get freshly ground coffee with "Li Ning logo" for free as long as they spent freely on the spot. In February, Li Ning began putting a coffee cart with Li Ning LOGO X CAFE in a newly opened store in Guangdong, and the coffee machine was also affixed with Li Ning logo. The front of the cart is also equipped with camping chairs and camping lockers as tables to provide free freshly ground coffee for every guest who comes to spend freely, and to create a leisure experience of camping and drinking coffee outdoors.

-Bei Beibei

After two months of "warm-up", Li Ning officially registered "Ning Coffee" logo on April 15 this year. Although it is still waiting for the substantive review stage, Li Ning Company can't wait to open its first "Ning Coffee".

The first Ning Coffee opened in a flagship Li Ning store in Xiamen, Fujian province on April 30, the same day Li Ning announced it on its official Weibo account. With the official appearance of "Ning Coffee", netizens have come out to support the "national tide" brand, and some netizens have said bluntly that as long as the taste is not particularly bad, they are willing to support it for a long time if the price is close to the people.

Just as China Post opened a post office coffee shop before, the appearance of Ning Coffee is still not favored. The reason for not being optimistic is that this brand is not a professional coffee maker. Compared with the existing domestic coffee brands, Ning Coffee looks very inconspicuous, and it will take a long time to gain consumer recognition.

Indeed, it will take some time if it is to be recognized by consumers, but if "Ning Coffee" is really fully covered, its influence should not be underestimated, because the coverage of Li Ning stores throughout the country is very extensive, from big cities to small counties. Li Ning stores can be seen, compared with the existing domestic coffee brand store coverage, Ning Coffee will have a greater advantage. Although it may seem like a long time, in this day and age, you never know who your next opponent will be.

Li Ning does not need to really make coffee professionally, as long as it provides coffee that can satisfy the tastes of mass consumers, and the price is also acceptable to mass consumers, because coffee is only a sideline, and the real purpose is to use coffee as a connection. attract more young people to pay attention to their sports brands, while relying on large stores for diversification. From clothing to coffee, Li Ning hopes to turn the sports brand into a way of life.

Coffee is like a harmless sideline for such cross-border brands. If you succeed, you will be able to split into another world, but if you fail, you won't cause too much economic loss. Li Ning officials also said that the purpose of providing coffee service is to improve customers' comfort and experience when shopping by optimizing in-store service, which also proves that Li Ning Coffee is not coming to the coffee track.

Instead of worrying about whether these cross-border brands will get a piece of the coffee industry, it is worth paying attention to how the dazzling contestants on the track can survive the competition among these brands.

Photo Source: little Red Book Weibo Network

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