The first coffee shop in Tebu is not called "Special Coffee"? Where can I get the special coffee?

Sports brands have made coffee across the border, and as early as last April, Li Ning opened Ning Coffee in its existing stores in the form of a "store in the store".

The advantage of offline sports brands is that there are many offline stores. For example, Li Ning has more than 7000 stores across the country. If all of them add coffee business, it means that the number of Ning Coffee stores will exceed 7000. Similarly, as a national brand head sports brand and more than 6251 offline stores, special step also intends to make coffee across the border. Through inquiry and inquiry, Tebu (China) Co., Ltd. submitted an application for 3 "Special Coffee" and 3 "XTEP COFFEE" trademarks on August 18, 2022. Recently, the first coffee shop of Special step opened in Chengdu. It is understood that the coffee shop landed in the flagship store of Special step on Chunxi Road.

If you take a closer look, the coffee shop does not have the word "special coffee". On the menu, you can see the trademark logo of "XTEP COFFEE" that Special step is applying for, but below is the word "COSINE COFFEE".

It is understood that this shop is actually a cooperative shop of special coffee and COSINE coffee. In other words, although Special step, like Li Ning, has a large number of offline stores, it does not choose to open its own store and operate, but cooperates with other coffee brands to implement cross-border coffee making plans. The partner of this special step "COSINE Ka number" is a new Chao drink brand established in Shanghai in 2021, and the founding team is positioned as a new generation scene ecological consumption brand. Offline activities are mainly based on cooperation, such as cooperation with Tian Tian convenience store to facilitate coffee corner, joint cooperation with competitive goose hotel Tencent e-sports United stores to cooperate with COSINE BUFF supply station and so on.

It is nothing new to make coffee across the border in other industries. When the mode of desperately burning money for expansion is no longer the mainstream, giants in various fields have to think twice to find a way to succeed in order to gain a foothold in the coffee track. There is no official response to whether Special Coffee is designed to develop a sideline or just as a facility in a special step to improve the comprehensive experience of consumers.

However, coffee is an unfamiliar field for Tebu, which first chooses to open a cooperative store with a coffee brand, which seems to be an operation to reduce risk and ask for directions.