Make a comeback?! Lu Zhengyao returned to the coffee track!

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Recently, it has been reported that Lu Zhengyao, founder of Luckin Coffee, is planning a new start-up project to launch a new coffee brand, Cotti Coffee Coffee, and said this is Lu Zhengyao's third venture.

On Lu Zhengyao's business path, Coffee Coffee is not his third venture. Before that, he also set foot in many fields of unlisted startups. Shenzhou car rental is Lu Zhengyao's first listing project, and Luckin Coffee is the second listing project.

After passively leaving Luckin Coffee in 2020, Lu Zhengyao started a business in a catering industry he was not familiar with and registered a tongue-tip technology company, but the development does not seem to be ideal, so the company has no plans to go public.

And this new project Coffee Coffee is said to be the third time to start a business, is it possible that there are plans to go public? This still needs to wait for further development.

According to Tianyan check, Kudi Coffee (Tianjin) Co., Ltd. was established in May 2022, the legal representative is Wang Baiyin, the registered capital is 100 million US dollars, the business scope includes catering services, food sales, food Internet sales, etc., wholly owned by MAIN MARVEL LIMITED, but the trademark of the brand is registered by tongue Tip Technology (Beijing) Co., Ltd.

Their relationship can be traced back to the time when Lu Zhengyao once led Baowo Automobile and Shenzhou Company, and they can be regarded as brothers who are not related by blood but have a very good relationship. In 2020, the American muddy water company disclosed that Ruixing financial fraud in the short report, also pointed out that Lu Zhengyao transferred benefits to Wang Baiyin.

Although the legal person of Kudi Coffee is Wang Baiyin, according to the trademark registered company and the new project management team, it is not small that Lu Zhengyao is the trader of Kudi Coffee this time.

It is reported that the management team of Kudi Coffee Project comes from Luckin Coffee, China car rental, China special car and other large new economy enterprises, most of which are led by Lu Zhengyao.

Compared with the founder of Luckin Coffee, this Coffee can be said to be a collection of Lu Zhengyao's essence in the catering industry for many years. The idea used by Ruixing + the observed market and consumer demand in the catering industry in the past two years + the future consumption trend of coffee consumers has created a new pan-caffeinated way of life.

This time the name of Coffee Coffee also has a great meaning. The word Cotti comes from Italian pretzel BIscotti, which generally means biscuit in Italian. This cookie is hard and crisp, so it is one of the essential matching products in cafes. A cup of coffee and a biscuit can spend the whole afternoon. Therefore, there are places where cafes not only sell coffee, but also allow people to relax and entertain.

According to the screenshot of the Kudi brand manual posted online, Kudi Coffee will use two models, one is the standard store (80-200 square meters) and the other is the mini-store (less than 50 square meters).

As can be seen from the menu, Candy Coffee focuses on full-time dining. They provide users with coffee + biscotti in the morning, lunch, snacks in the afternoon and wine in the evening.

From the point of view of the store structure and menu, Coffee Coffee intends to "take all" Lucky & Starbucks. Although lucky is fast and cheap, there are no seats; Starbucks has seats, but the advantages and disadvantages of slightly higher prices are integrated and learn from each other. At the same time, it also provides light meals, drinks and other services.

The existing coffee industry track is roughly divided into independent small shops that focus on selling boutique coffee, small shop model of selling fast-vanishing coffee, large store model that provides space, combination of simple meals and snacks, focus on e-commerce sales, cross-border joint names, and so on. Subsequent players will only choose one of the tracks.

Although the competition in the coffee industry is becoming more and more fierce and the track is blocked, judging from the Kudi Coffee team and the decided mode of operation, Lu Zhengyao seems to be pooling the advantages of the existing tracks to build a new one.

Now that Lu Zhengyao is back, can Coffee Coffee have a place? It's something to look forward to. For consumers, it is really fragrant to be able to provide full service + high performance-to-price ratio.

Photo Source: Internet