Coffee is at the end of the border? Weilai Automobile registered NIO CAFE trademark!

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What? No way! The heat of the coffee market is still only increasing. Is the car maker coming to sell coffee? Drink American style in the clothing store, lattes in the mobile shop and coffee in the car shop! Maybe in the near future, people can order a cup of coffee anytime, anywhere and under any circumstances when they are away from home.

According to the App, Shanghai Ulai Automobile Co., Ltd. has applied for the registration of four "NIO CAFE" trademarks, which are internationally classified as catering and accommodation, beer and beverage, convenience food, etc., and the current trademark status is under application.

Established in November 2014, the founder and chairman is Li Bin. On Sept. 12, 2018, the company officially listed on the New York Stock Exchange under the symbol "NIO". Its products are located as mid-and high-end brands. According to the data, 19000 new coffee-related registered enterprises were added in China in 2022, an increase of 26.6% over the same period last year. And according to the 2022 China Coffee Coffee Development report released by Meituan Food, the number of coffee stores in the new first-and third-tier cities has the highest growth rate, close to 19%. Takeout data show that coffee orders in third-and fourth-tier cities have increased by more than 200% compared with the same period last year, and the market size is expected to continue to grow to 15.79 billion yuan in 2023. And the choice of cross-border coffee industry, the probability is also focused on the future development prospects of the coffee industry.

There have been many cross-border joint names before, and at the end of 2021, Lailai and Minority Coffee jointly launched a joint special "HelloNIO" and a jointly customized New year's accompanying cup. It is reported that the minority also announced on the official account that "Hello NIO" is roasted by sun-dried Yunnan coffee beans, highlighting the flavor while pursuing sweetness and acidity, with cocoa powder, milk and chopped strawberries from Ecuador! The New year's Cup can only be obtained through the test driving of the Xilai during the event. From December 20, 2021 to January 2, 2022, users invite friends to complete the test drive, and the invitees and invitees can get an entourage cup.

Pushing back to August 2021, it launched a limited edition-orange sunset sparkling drink-with the same environmentally friendly concept of Manner coffee. The environmental protection CP of Weilai and Manner is also called "dream linkage" by many people, with "chasing sunset" as the core concept, with extremely delicate life sentiment to plan a romantic orange sunset for consumers. It is understood that when consumers take their most beautiful sunset photos to the store to share with baristas, they can get a key chain around the joint name, and share the beautiful view of the sunset to moments or Little Red Book can also get a joint ton cup.

Perhaps in this market with numerous joint names across the border, co-names are nothing at all, but this time it is the car seller who directly applied for the trademark, which is a bit big! With reference to the positioning of Weilai, Weilai Coffee may take the high-end route.

In fact, Weilai has been selling coffee for many years. It is understood that the offline store of Weilai is uniformly called the Weilai Center, in which there are seven core functional areas: exhibition hall, rest area, and among them, there is exclusive coffee, but now it can be seen from this registered trademark that Weilai will officially enter the coffee industry.

At present, we still do not see the impact of cross-border brands on the original coffee brands. after all, the original coffee brands have their own reputation and precipitation in the coffee field. If cross-border brands want to impact them, they first need to make differentiation, especially product research and development. For deep coffee lovers, they pay more attention to product quality and word-of-mouth.

Cross-border coffee catches the taste of consumers, which may be more effective. From a certain point of view, the entire coffee market will blossom in the future, continue to sink, covering the third, fourth and fifth-tier cities, the consumer population will gradually expand.

Photo Source: Internet