China Post recently made a high-profile announcement declaring the Xiamen Guomao Building Post Office Coffee the "first in the country," but this has sparked questions from post office coffee shops that have already opened in multiple locations. From negotiations for authorization at the Beijing headquarters in 2021, to the establishment and operation of Shanghai Zhongyu Jiaye, and then to the Zhongshan Postal Branch claiming that authorized stores already existed last December, a dispute over "first" and "authentic" has surfaced. Contradictions between the official WeChat account's statements and local declarations, along with rumors of franchising, have made the situation even more confusing. This article will sort out the timeline of Post Office Coffee, the claims of all parties, and the focal points of the controversy, and include professional coffee news to help you clarify the truth behind this mix-up. [more…]

China Post's application for the "邮局咖啡 POST COFFEE" trademark was recently rejected, sparking widespread attention. Since the first store opened in Xiamen in February 2022, Post Coffee has expanded to four cities—Xiamen, Nanjing, Quanzhou, and Beijing—with six stores, focusing on a blend of postal nostalgia and cultural creativity. The co-founder had planned to open a hundred stores by the end of the year, but the trademark registration setback has led to widespread discussion online. Meanwhile, giants from various industries such as Li-Ning, Xtep, Tongrentang, and East Buy have entered the coffee sector. What are the prospects for cross-industry coffee ventures? This article reviews Post Coffee's expansion journey, product features, and trademark controversy, and takes stock of cross-industry dynamics in the industry. [more…]

Following the buzz generated by China Post opening a milk tea shop, Shanghai has now seen its first post office selling coffee. On September 17, the Tianping Road Post Office at 1883 Middle Huaihai Road was transformed into the Wukang Building-themed post office. While retaining its original postal services, it has introduced a café, a photo-op area, and a cultural and creative display zone, in collaboration with Qiao Coffee under the century-old Shanghai time-honored brand Qiaojiashan. Is the coffee at this post office actually good? Why does China Post frequently cross into the beverage sector? This article will analyze the details of the store renovation, the background of the partner brand, and the history of China Post's cross-industry ventures, and explore the underlying logic of time-honored brands seeking rejuvenation. [more…]

China Post has made a high-profile entry into the coffee market, yet it has encountered setbacks in the trademark registration process. In April of this year, several "Post Coffee POST COFFEE" trademarks submitted by the postal group all received rejection notices. This incident has sparked widespread attention: is it because common terms lack distinctiveness, or because they are similar to existing trademarks? Will the trademark obstacle affect the daily operations of Post Coffee? At the same time, disputes over "who is the first Post Coffee" continue to ferment in Xiamen, Zhongshan, and other places. This article will sort out the sequence of events, analyze the legal logic behind the trademark rejection, and bring a professional perspective from Front Street Coffee. [more…]

In recent years, brand crossovers have become the norm, and China Post has also taken an important step into the coffee sector. Following the launch of "Youyang's Tea" in 2021, which sparked widespread discussion online, on February 14, 2022, China Post's first national postal coffee shop officially began trial operation in Xiamen, Fujian, marking this traditional postal enterprise's formal entry into the coffee industry. The postal coffee shop focuses on a specialty line, using coffee beans produced in Yunnan and deeply integrating postal elements with coffee culture. In fact, some post offices had previously attempted cross-industry coffee sales, such as the Xiamen University Road Post Office coffee shop and the co-branded cooperation with "Qiao Coffee" in Shanghai. As the coffee consumer base continues to expand, more and more brands are entering the market through cooperation, investment, or creating new brands. Relying on its advantage in outlet coverage, China Post plans to cooperate with "Zhongyu Kaye" to expand distinctive postal coffee shops in multiple cities. [more…]

Recently, Coffee Post issued a stern statement regarding fraudulent franchise recruitment activities in the market that falsely use its brand name, explicitly stating that it has never authorized any third party to engage in franchise cooperation and has initiated legal proceedings to pursue accountability. This incident has once again thrust this coffee brand—jointly created by China Post and Zhongyu Kaye—into the spotlight, and also reflects the market chaos behind the continuously heating coffee track. This article will sort out the sequence of events, the brand's operational structure, and future layout challenges, helping readers clarify the facts and avoid falling into the trap of "fake" operators. [more…]

On February 14th of this year, the nation's first post office coffee shop opened its doors in Xiamen, and within just two days it made it onto Weibo's trending topics, drawing a great deal of attention. Along with the buzz came a flood of various "post office coffee franchise" information online. In response, China Post, Xiamen Post, and Post Coffee officially issued statements one after another, clearly stating that currently only self-operated stores have been opened and that a franchise model has never been offered. At the same time, the trademark applied for by Zhongyu Jiaye, the company cooperating with the postal service to open coffee shops, is also in an invalid status. This article will sort out the ins and outs of the incident to help coffee lovers distinguish truth from falsehood and avoid falling into fake franchise traps, and will also include professional coffee information channels such as Front Street Coffee. [more…]

Post Office Coffee, under China Post, is accelerating its expansion. Co-founder and CMO Dong Kexin revealed in a recent interview that the pace of store openings will speed up in the second half of this year, striving to reach the goal of 100 stores. Notably, Post Office Coffee's supply chain uses 100% Yunnan coffee beans. Leveraging the advantages of postal outlets, it is densifying its layout in key cities while also penetrating deeper into lower-tier markets. Since the opening of its first store in Xiamen in February 2022, Post Office Coffee has quickly become a trendy spot with its innovative "coffee + post office" model, boasting six stores in four cities within just half a year. In the fiercely competitive coffee market, can Post Office Coffee stand out with its site selection resources and product operation capabilities? [more…]

Since opening China's first post office café on February 14 this year, China Post has officially entered the coffee market as a national team player. Amid an enthusiastic consumer response, the country's second post office café opened on Cat Street in Xiamen. The new store blends in with the local character of Cat Street, creating a space for cat lovers to mingle, and has partnered with oat milk brand OATLY to launch a hidden-menu eco-friendly special. At the same time, OATLY put in a strong performance in the Asian market in the first quarter, with its Barista product contributing significantly, and the brand is accelerating its expansion into diverse categories such as new-style tea drinks and plant-based ice cream. [more…]

The combination of coffee and alcohol is becoming a new trend in the food and beverage industry, with "C in the morning, A at night" evolving from a skincare concept into a consumption model of "coffee in the morning, alcohol at night." Post Coffee, a coffee brand under China Post, recently launched the country's first daytime coffee and nighttime alcohol concept store in Fuzhou, along with two Fuzhou-exclusive drinks. Since its first store opened in Xiamen in 2022, Post Coffee has expanded to ten stores across four cities. Can this new business format offer new ideas for coffee brands venturing into nighttime operations? At the same time, brands such as Starbucks, Seesaw, M Stand, Tims, and even Cotti Coffee have also been entering this track, and coffee brands' attempts to expand from coffee into alcohol and extend operating hours are accelerating. [more…]

Following China Post's opening of offline cafes, India Post has also taken a cross-industry step. According to The Indian Express, India's first post office cafe is located in the General Post Office in Kolkata, the third-largest city, and is named Siuli, meaning "a flower." This "parcel cafe" not only serves regular coffee but also sells gifts, antiques, and even Ganges water packaged in Gangotri. The interior furnishings are mostly old furniture nearly two hundred years old, including parcel sorting tables from the 1850s and spears used by postal workers during British India. The Postmaster General said the move is intended to attract young people into post offices and boost parcel business. Behind this crossover is the postal industry's effort to adapt in the face of express delivery competition and a narrowing market. [more…]

When Tianjin's Goubuli steamed buns also pick up a coffee cup, China's coffee market competition landscape gains another highly talked-about player. From spending heavily in 2014 to acquire the franchise rights in China for the Australian brand Gloria Jean's, to establishing a dedicated coffee food company in 2022, the Goubuli Group's exploration in the coffee sector has spanned more than seven years. How far is the distance between the original vision of opening 200 stores in five years and reality? Facing encirclement by new and old rivals such as Starbucks and China Post, can this time-honored brand find its own place in the coffee track? This article sorts out the key milestones and current situation of Goubuli's cross-industry coffee venture, for coffee enthusiasts' reference. [more…]

After China Post opened a café, state-owned enterprises branching into the food and beverage industry drew attention. China Railway has also joined this trend, launching a railway cultural and creative themed restaurant at the Zhengyangmen branch of the China Railway Museum, covering healthy light meals and beverages. The beverage brand is named "Bendao Tea," featuring railway-themed decor and freshly made tea, juice, and coffee, priced at 12 to 32 yuan. However, consumers have reported that the drinks are too sweet and lack personalized customization options, and the store's location is rather remote with a hard-to-pronounce name, resulting in limited foot traffic. Previously, high-speed rail milk tea was criticized and trended on social media over price and taste issues, and high-speed rail coffee was also launched the same month. Unlike China Post's step-by-step approach with milk tea and coffee, China Railway is pursuing multiple tracks simultaneously—ambitious, but facing no small challenge. [more…]

In March 2017, Coffee Wing officially listed on the New Third Board, and its shareholder list, filled with celebrities and internet giants, attracted widespread attention. At a sharing session hosted by Catering O2O, founder Yin Feng delivered a speech titled "The Capital Path of Cross-Border Catering Driven by Data and IP," systematically explaining the consumer changes in the Catering 3.0 era, the timing for going public, two strategic approaches, and Coffee Wing's business strategy centered on "IP, cross-border, data, and capital." This article presents the full essence of Yin Feng's speech, covering catering industry trends, brand building, user operations, and marketing innovation, offering in-depth reference for coffee enthusiasts and catering professionals. [more…]

In March 2017, Coffee Wing officially listed on the New Third Board, and its shareholder lineup of celebrity investors—including Yin Feng, He Jiong, Chen Ou, and Yao Jinbo—drew widespread attention. As a benchmark case of cross-industry dining, what exactly has enabled Coffee Wing to achieve sustained growth? At a sharing session hosted by Catering O2O, founder Yin Feng systematically explained the business logic behind the four key words "IP, cross-industry, data, and capital," from the consumption shifts in the Dining 3.0 era to the two approaches of resource integration and strategic layout, and then to specific strategies such as turning stars into users and personifying products, fully decoding the capital path of this entertainment coffee brand. [more…]

In recent years, Yunnan coffee beans have risen to prominence in the domestic market. From China Post's cross-industry launch of Post Coffee to KFC's release of Yunnan Little Red Can freeze-dried coffee, more and more brands are turning their attention to this highland growing region. At the same time, the purchase prices of both commercial and specialty coffee beans in Yunnan have been climbing in tandem, with some premium lots even reaching the thousand-yuan-per-kilogram level. This article will review the market performance of Yunnan coffee beans, the current state of brand applications, and look back at the 2022 price trends, analyzing the multiple factors behind their popularity. [more…]

Two post-00s baristas faced off in a unique latte art battle in a Taobao livestream, with four rounds of extreme challenges ranging from blindfolded tulip etching to hollowing out a watermelon for use as a cup, then using a milk carton as a milk pitcher to pour three cups in a row while telling a story, and finally even replacing espresso and milk with kitchen liquids such as dark soy sauce and chili oil to make coffee. This livestream show, lasting several tens of minutes, not only showcased coffee’s complex and varied pattern designs, but also left netizens watching in awe of the skill and creativity of China’s young baristas. It is understood that the two protagonists come from the PCA Professional Coffee Skills Training Camp and S.O.E. 8 Squared Coffee respectively, and have been in the industry for six or seven years. They hope that through livestreaming, more people will learn about Chinese coffee culture. [more…]

In 2016, Coffee Wing delivered its first loss-making financial report since its founding seventeen years earlier, yet President Yin Feng claimed this was within expectations. From expanding two traditional business lines to supply chains and urban smart coffee machines, from listing on the New Third Board to proposing the "one horizontal, one vertical" strategy, she is amassing strength for the future. Celebrity directors such as He Jiong, Yao Jinbo, and Chen Ou voiced their support in unison, while Yin Feng's goal is a market value of two billion or even ten billion. Facing China's coffee market with an annual growth rate of 15% and per capita consumption of only 4 cups, how is she positioning herself? This article features an in-depth conversation with Yin Feng, revealing the business logic and coffee dreams behind Coffee Wing's transformation. [more…]

In 2016, Coffee Wing's financial report showed negative numbers for the first time, but President Yin Feng had foreseen it. She admitted that this was a short-term sacrifice to pave the way for new business lines, and both the board of directors and shareholders expressed understanding. Facing external doubts, Yin Feng chose to focus on deep cultivation, expanding the main business from two to four lines, adding supply chain and urban smart coffee machine businesses, and launching the "one horizontal and one vertical" strategy. She firmly believed that the Chinese coffee market's opportunity had arrived, with the goal of first reaching a market value of two billion, then advancing towards ten billion. This article will deeply analyze Yin Feng's business logic, market judgment, and her complete plan for the future of Coffee Wing. [more…]

Competition in China's coffee market is intensifying by the day. On one side, cross-industry giants such as Huawei, Li-Ning, and China Post are scrambling to enter the fray; on the other, some brands are quietly bowing out. Yum China has been making frequent moves lately: on one hand, it is going all in on the Italian coffee brand Lavazza, planning to open a thousand stores by 2025; on the other, it has announced that it will gradually cease operations of its COFFii & JOY brand in the Chinese market. What market logic does this advance-and-retreat reveal? Can Lavazza, armed with its authentic Italian DNA, break new ground outside the most fiercely contested price segment? This article walks you through the full picture of the events and the considerations behind them. [more…]