After Li Ning, the special step will also enter the coffee market?

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Cross-border coffee brand innovation and expansion, constantly refresh consumer awareness, coffee track now ushered in cross-border new players.

A few days ago, App can find that Tebu (China) Co., Ltd. has applied for registration of 3 "special coffee" trademarks and 3 "XTEP COFFEE" trademarks, which are internationally classified as catering, accommodation, convenience food and advertising sales.

Data show that as of August this year, there were 14 coffee financing incidents in 2022. More and more enterprises are entering the coffee track across the border, as if it is not surprising that companies operate coffee across the border.

First, catering and tea enterprises cross the border to make coffee, and tongue Tip Technology (Beijing) Co., Ltd., a related company with interesting noodles, has also applied to register a number of "COTTI" and "COTTI COFFEE" trademarks. Tea brands such as Xi Tea, Nai Xue Tea, CoCo, Honey Snow Ice City, Tea Beauty and so on have launched their own coffee products and brands.

After that, even time-honored shops selling traditional Chinese medicine opened cafes one after another, and Tongrentang launched "punk Health Coffee". As a Chinese time-honored pharmacy with a history of more than 300 years, Tongrentang's cross-border can be described as "bold" and "innovative", from traditional Chinese medicine shops to coffee shops, there seems to be cross-border, there is also competitive pressure and desire.

The first store of Grid Coffee, the coffee brand invested by the parent company of Yuanfudao Group, which is a cross-border education enterprise, has a trial opening in Wangfujing, Beijing. Then to the sports enterprises into the coffee track, there are Li Ning cross-border launch of "Ning Coffee".

It can be said that Li Ning is a "senior". In April this year, Li Ning applied for "Ning Coffee NING COFFEE". During the May Day period, when Li Ning's first store in Xiamen opened, Ning Coffee was also officially unveiled, but it was only "allotted" and only delivered but not sold. Consumers gave a cup of Ning Coffee after spending 499 yuan in the store. It seems to be sincere, but some netizens said, "I can't afford a cup of 500."

So far, Ning Coffee has been unveiled in several Li Ning stores in Xiamen, Guangdong, Beijing and other places, including raw coconut lattes, classic Ningmei lattes, classic Ning lattes, South African oat lattes and so on.

Li Ning responded to the media, "We hope to improve customers' comfort and experience when shopping by optimizing in-store service." The provision of coffee service in the store will be an innovative attempt by Li Ning for the retail terminal consumption experience. "

In addition to the above, Huawei Technology Co., Ltd. applied to register the trademark "a cup of coffee absorbs cosmic energy" in May this year; the post office coffee next to China Post started trial operation and so on. From the previous point of view, the major brands of cross-border coffee is mostly combined with the advantage of stores to increase the attractiveness of age consumers and break the inherent concept of consumption.

Now the new entrant, Tebu, as a physical giant, seems to have already begun to try it on the coffee track. In July, the official Wechat account "Pu'er Tea Caf é" of the Development Center of Pu'er Tea and Coffee Industry in Pu'er City released a "Cafe in the Space Museum!"

The tweet that Manya Coffee Special step Shop will open on July 16 introduces the cross-border cooperation between Pu'er Special step Children's Shop and Manya Coffee.

Now all major brands are keen on coffee, because making coffee now is the same as doing milk tea shops in the past two years, the threshold is not high, the supply chain is mature, and service providers who want to open stores can provide a full set of equipment and products to help businesses quickly achieve standardized operations. but it is not easy to stand out in the highly competitive coffee market. Special step, as a brand enterprise specializing in clothing, shoes and hats, whether it can become a "rising star" in the coffee track is worth waiting for consumers.

Photo Source: Internet

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