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It's too curly! Brands have taken the initiative to participate in "military training"!

Published: 2026-08-03 Author: World Gafei

Last Updated: 2026/08/03, ▲ Click to follow | Daily boutique Coffee Culture Magazine Coffee Workshop recently, some photos circulated on the Internet make people laugh. At the beginning of the school season, when the freshman military training was carried out, with the instructor's order, the disbanded students rushed to the beverage store. For a while, Honey Snow Ice City, which entered the campus, simply turned into "Honey Snow."

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Recently, some photos circulated on the Internet make people laugh. At the beginning of the school season, when the freshman military training was carried out, with the instructor's order, the disbanded students rushed to the beverage store. For a while, Honey Snow Ice City, which entered the campus, simply became a "Honey Snow Army City".

In addition, Starbucks, Cudy, Manner, M Stand, Nova Coffee and other brands have also entered the university campus.

Honey Snow Ice City is not the only place where business is booming. Coffee shops represented by Rui Xing are also active on university campuses, giving students "one cup after dinner and one cup before class" a lot of choices. According to incomplete statistics, Ruixing has more than 1000 campus stores. It can be said that where there is a campus, there is a coffee shop.

As the fifth largest fast food chain in the world, Honey Snow Ice City has long realized the importance of students as a consumer group. while seizing small cities, it has strongly entered the student market and "nurtured" potential consumers for a long time. Lucky Coffee, a coffee brand under Michelle Ice City, took the opportunity to enter the university campus and set up flag: open Lucky Cafe stores to all universities, all counties and all cities. "entering the University" ranks first in the national layout, and Lucky has put the layout of the campus store in a strategic position.

Why are coffee brands so fond of campus? In fact, the campus store has always been the key layout area of the beverage store. On the one hand, the school has a dense flow of people, rent and labor costs are relatively low, so it is obviously cheaper to open a shop on campus than in other pedestrian flow areas. On the other hand, with the huge pressure of study, examination, scientific research and employment, the student party needs to rely on caffeine to "continue its life". The consumption demand of coffee on campus is increasing.

For most coffee consumers, the choice of beans and flavor is crucial. As far as the student party is concerned, material benefits are the first competitiveness. The dispute over coffee in colleges and universities is actually a dispute over price.

Luckin Coffee broke into the campus in 2018, "more than 100 universities across the country opened Luckin Coffee" overnight, and then quickly occupied the mind of young people to issue orders with all kinds of coupons, discount coupons and coupons.

Based on consumer positioning, Honey Ice City and Lucky Cafe have wisely adopted low-price strategies in terms of product pricing, 4 yuan for a glass of lemonade, 5 yuan for a cup of American style, and 8 yuan for a latte. In the face of such a low price, consumers will not have too strict pursuit of quality. As a college student netizen said: "he does not think I am poor, I do not think he is fake." "you can always trust lucky coffee." At present, Lucky Cafe has opened more than 260 campus stores.

It is worth noting that the campus shop has a very obvious periodicity, which will be affected by winter and summer vacations. However, major coffee brands can still avoid off-season risks through takeout, group buying and private operations, and welcome college students to make a comeback after surviving the "cold winter".

Photo Source: Internet

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