Tutorial refreshing one-stop?! Yuanfudao makes coffee across the border!

In the past two years, cross-border into the coffee track has become a popular choice. A few days ago, the coffee industry ushered in another cross-border player.

According to media reports, a new Grid Coffee coffee shop was opened in Beijing's Yintai in88 Mall in Wangfujing on Sept. 9. The Grid Coffee brand is wholly owned by Beijing Yuanyuan Coffee Co., Ltd., a subsidiary of Yuanfudao's parent company, which was founded on December 31, 2021. Most of the executives are from Yuanfudao's founding team.

Only from the store decoration observation, we can know that Yuanfudao's first store is the line of network celebrities, marked by an eye-catching dark green grid.

From the relevant menus provided by Dianping software, we can see that the brand is located in boutique coffee. Grid Coffee focuses on two series of classic coffee and hand-brewed coffee, covering a total of 21 SKU, with prices ranging from 25 yuan to 30 yuan.

Among them, the classic coffee series is mainly divided into black coffee and milk coffee, the price range is between 23 yuan and 32 yuan; hand-brewed coffee series covers some single-origin coffee, according to the roasting degree and taste, Grid Coffee launched 8 kinds of hand-brewed single products, the price is concentrated in 25 yuan to 31 yuan.

Earlier, in August, the brand team opened a pop-up store near its first store. According to the brand's official Wechat account, the attempt had a surprising effect: 1068 cups of coffee, including more than 800 cups of hand brewed coffee, were sold in the first 48 hours of the trial.

It is worth noting that as of September 9, the coffee brand has opened two stores, one in Wangfujing and the other in Sanlitun; two more stores are about to open.

This is not the first time Yuanfudao has crossed the border to establish a coffee brand and open a store. In 2020, a dispute over the flow of teaching and training institutions reached a white-hot stage, and the "double reduction" policy landed in 2021, and Yuanfudao disappeared from the public's view. With the opening of the first coffee shop, the brand Yuanfudao has surfaced again.

In fact, as early as last October, "Yuanfudao cross-border selling down jackets" attracted attention. Yuanfudao said at that time that Bingyuan clothing was a consumer company newly invested and established by the parent company of the Bingyuan clothing Group, which was run by an independent team and had nothing to do with Yuanfudao's education business.

In the face of the relationship between the coffee brand and Yuanfudao, Grid Coffee staff said in an interview with the media, "We are an independent coffee brand." It can be seen that Yuanfudao's transformation is divided into two ways: on the one hand, he continues to do his old job of education, and on the other hand, he enters the consumer market.

The scale of China's coffee market is expanding. However, for Grid Coffee, even if it gets a ride in this development, it still needs to face a lot of competition. Just in Taiguli Mall in Sanlitun, its competitors are Starbucks,% Arabica, Piye and so on, not to mention the area where they are located.

It remains to be seen whether one of the former giants in the education and training industry can successfully transform across borders and create greater commercial value.

Photo Source: Internet

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