What BYD's Coffee Trademark Move Means for the Industry
BYD has filed trademark applications in China for Wudi Xiaoyin and Laibei Di Xiaoyin, both in the food and beverage and accommodation classification. The filings are awaiting substantive examination. Industry observers read the move as another step in the automaker's diversification, extending its brand into dining and coffee alongside its vehicle business.
The filings follow earlier overseas experiments. In June 2023 BYD opened two themed restaurants in Singapore called BYD by 1826, and in August of the same year it added a coffee shop there, pairing vehicle displays with food and drink. The pattern suggests the coffee industry in Singapore served as a test bed before domestic trademark reservations began.
BYD, China's leading new energy vehicle company, recently filed trademark registration applications with the China National Intellectual Property Administration for "Wudi Xiaoyin" and "Laibei Di Xiaoyin," both under the international classification for food and beverage and accommodation services. The applications are currently awaiting substantive examination. This move is widely seen by industry observers as a new step in BYD's diversification efforts. In fact, as early as 2023, BYD had already established themed restaurants and coffee shops in Singapore, integrating vehicle displays with dining experiences. From overseas experimentation to domestic trademark reserves, this automaker appears intent on embedding coffee culture into its showroom service scenarios. This article will outline the specific details of BYD's trademark applications, review its previous ventures in the food and beverage and coffee sectors, and analyze the strategic intentions behind this cross-industry move.
Competition in China's consumer market is growing increasingly fierce, and the coffee sector has now attracted the attention of automakers. As a leader in the new energy vehicle sector, BYD is equally unwilling to fall behind and has begun to stake its claim in this area.
Recently, BYD Company Limited made a new move in trademark registration. It is understood that the company has filed registration applications with the China National Intellectual Property Administration for two trademarks: "Wudi Xiaoyin" and "Laibei Di Xiaoyin."
Intellectual property information disclosed on the Tianyancha platform indicates that both trademarks fall under the international classification for food and beverage and accommodation, and are currently in the awaiting substantive examination stage. This move may suggest that BYD intends to extend its brand reach into the food, beverage, and accommodation sector.
BYD's latest move quickly drew widespread market attention. As a company with a pivotal position in the new energy vehicle industry, BYD's cross-sector trademark applications in the food and beverage category clearly signal to the outside world its push toward a diversification strategy.
Of course, this is not BYD's first foray into the food, beverage, and coffee business. In June 2023, BYD opened two themed restaurants in Singapore called BYD by 1826; in August of the same year, it launched BYD SUNTEC in Singapore, a venue combining a city showroom with a coffee shop, and subsequently opened three new BYD-branded restaurants.
It is reported that the two themed restaurants BYD operates in Singapore employ a novel marketing approach—BYD elements are visible throughout the restaurants. For example, the names and descriptions of BYD vehicle models are incorporated into the menus, and miniature BYD car models and various branded accessories are placed around the dining areas, allowing customers to encounter its automotive products while enjoying their meals.
"Men can look at cars while women enjoy food and desserts; when women are looking at cars, men can drink beer or tea. The needs of different consumer groups can all be met in the same establishment."
In addition, in the spatial layout of BYD's themed restaurants, the dining area accounts for only one quarter, with the remaining space used as a vehicle showroom. Sales staff are on hand to assist customers with test-driving new cars, and restaurant employees are said to have received relevant training enabling them to answer some basic questions customers may have about BYD.
Although it may sound like automakers opening restaurants and selling coffee is a bit of a departure from their core business, based on its overseas experience, BYD seems to be planning to bring the coffee shop model to its domestic showroom stores. Following this trend, in the future, when visiting a BYD store to look at cars or get maintenance and repairs done, customers may be able to casually "grab a cup of Di Xiaoyin" to pass the waiting time.
It remains unclear exactly how BYD will use these new trademarks, but most market analysts believe this is likely an important move by the company to seek new growth points and further enhance its brand value and market influence. BYD's trademark registration activity this time also hints that it is exploring new business directions or brand extension strategies.
Public records show that BYD was founded in February 1995, with registered capital of approximately 2.911 billion RMB. Its shareholders include HKSCC NOMINEES LIMITED, Wang Chuanfu, Lu Xiangyang, and Rongjie Investment Holding Group Co., Ltd., among others. The company's legal representative, chairman, executive director, and president are all held by Mr. Wang Chuanfu.
Image source: Internet
The above content is compiled by CoffeeHunters, a coffee news website.
