In recent years, luxury brands branching out into coffee shops has become an undeniable trend. From Vivienne Westwood to Coach, from Dior to Tiffany, numerous high-end consumer brands have opened cafés or launched limited-time pop-ups in cities such as Shanghai and Beijing. These venues sell themselves on exquisite décor, branded-logo tableware, and photogenic desserts, with prices ranging from twenty yuan to over a hundred, attempting to close the distance with the general public through a cup of coffee. Yet consumer reviews are mixed: some find it worth the money, while others see the products as perfunctory and the pricing as artificially inflated. This article will examine the market logic and consumer response behind this phenomenon. [more…]

Recently, the Chongqing Coffee Industry Association published an open letter regarding JD Takeout's "10 Billion Subsidy" program, directly accusing the platform of driving the prices of freshly made coffee beverages down to rock bottom through hefty subsidies, which has severely squeezed the market share of local independent coffee brands, with some brands seeing declines in both online transaction volume and average order value. The open letter sparked heated discussion among netizens: on one side, food and beverage industry practitioners empathize with the involution caused by subsidies; on the other, consumers strongly support low-priced coffee. Is this subsidy war promoting industry reshuffling or stifling innovation? Can the differentiation strategy of independent coffee shops hold its ground in the price war? This article takes you through the whole story and the views of all parties. [more…]

The world of coffee is rich and varied, and the roasting philosophies and flavor pursuits behind different brands are all distinct. This article will introduce you to six representative coffee bean brands from around the world: from Front Street Coffee, which offers more than 50 kinds of freshly roasted beans, covering classic origins such as Yirgacheffe and Mandheling, to Italy's national treasure brand illy, the sales leader Lavazza, Bristot, which has a long history and insists on roasting after receiving orders, Piazza Doro, with 250 years of heritage, and the Japanese specialty coffee group Ucc. From everyday drinking beans to a noble Blue Mountain experience, these brands interpret the charm of coffee in their own ways. [more…]

In recent years, major brands across all industries have been venturing into the coffee sector—from the post office, Li-Ning, and Xtep to Naobaijin and Huawei, cross-industry coffee sales have become a trend. These brands don't truly intend to dig deep into the coffee track; rather, they are eyeing the youthful traffic and fashionable attributes that coffee naturally carries, using it to get closer to consumers. However, once the hype fades, can cross-industry players lacking a coffee gene continue to attract customers? The fierce competition in the coffee market and the mismatch of consumption scenarios make such attempts full of uncertainty. This article sorts out typical cases of cross-industry coffee, analyzes the marketing logic behind them, and explores the challenges and hidden concerns this model faces. [more…]

New-style tea beverage brands' attempts to cross over into the coffee track are encountering setbacks. Crow Coffee, invested in by the founder of Heytea, has closed its founding store in Shenzhen Tianli Central Plaza and put it up for rent, leaving the brand with only one store remaining in Dachong. Meanwhile, AOKKA Coffee, invested in by Nayuki, has also announced that it will close all of its Shenzhen stores by the end of August. Looking back at 2022, Heytea and Nayuki quickly entered the coffee market by investing in brands such as Seesaw, Minor Figures, KUDDO, and Monster Drowsy, but these invested brands now generally face the predicament of store closures and contraction. This article reviews the current store status of each brand and analyzes the challenges and industry competitive landscape faced by tea beverage brands crossing over into coffee. [more…]

A café owner who runs an independent coffee shop recently posted about how two chain brands, M Stand and Manner, had moved in one after another right next to his store, and how a turf he had held for more than a year was suddenly "challenged head-on" by capital. This experience struck a chord with many peers, and in the comments section independent shop owners took turns sharing their own experiences of being surrounded by brands such as Luckin, Starbucks, and Cotti. Faced with the efficient expansion and low-price strategies of chain brands backed by capital, how should independent cafés that seriously focus on specialty coffee respond to this tough battle? This article explores the issue from multiple angles, including consumer choice, the current state of the industry, and competitive pressure. [more…]

In today's booming beverage industry, brand imitation is an endless phenomenon. From milk tea to coffee, from store decor to brand naming, some merchants use highly similar visual designs to make it hard to tell real from fake. This article reviews cases of knockoff beverage stores that have sparked heated discussion online, covering imitation versions of well-known brands such as Heytea, Naixue, Yihotang, Starbucks, and Luckin, showcasing the "creative brainpower" of copycat merchants while also reminding consumers to pay more attention in their daily consumption. As coffee lovers, understanding these phenomena is not only interesting but also helps us more rationally distinguish authentic brands from fakes and support the development of original brands. [more…]

When major chain coffee brands launched an all-out price war, independent coffee shops were pushed to the brink of survival. Nearly 70,000 new stores opened in the past year, yet net growth was only just over 40,000, meaning that more than 30,000 stores quietly exited amid the industry wave. From closing notices saying "We've graduated" to store owners each seeking their own way out—transferring their shops to cut losses, offering discounts, building differentiation, or even leaving the coffee industry altogether—the survival plight of independent coffee shops can no longer be avoided. An imbalance between supply and demand, consumers' growing preference for standardized chain brands, and cutthroat price competition—these factors together form the real picture of today's coffee market. This article examines the many faces of independent coffee shops under siege by chain brands and explores the logic behind the industry reshuffle and the way forward. [more…]

Starbucks China recently launched its first brand-customized short drama on Douyin, titled "I Opened a Starbucks in Ancient Times," telling the adventure story of a barista who travels back to ancient times to open a "Starbucks inn." The series consists of 6 episodes, with one episode updated daily, sparking heated discussion among netizens who find it "cringeworthy yet addictive." In recent years, short dramas have risen rapidly thanks to their concise format and fast pace, becoming a new frontier for brand marketing. Tea beverage brands such as ChaPanda and Mixuebingcheng have also dabbled in producing their own short dramas, weaving products and brand concepts into the storyline. However, naturally incorporating advertising into fast-paced narratives without annoying viewers remains a major challenge for brands. Whether Starbucks can tell its brand story well through short dramas this time remains to be tested by the market. [more…]

In recent years, new-style tea beverage brands have no longer been content with their original track and have turned their eyes toward the coffee sector. From Tea Yanyuese launching an independent coffee brand, to Heytea investing in a specialty coffee chain, and then Naixue Tea taking a stake in AOKKA, cross-sector moves have been frequent. At the same time, Mixue Ice Cream & Tea had long been deeply cultivating the coffee market with "Lucky Cup," and CoCo都可 was even earlier, taking the lead in testing the waters back in 2014. As China's coffee market scale approaches 500 billion, capital and companies of all kinds are accelerating their entry, and the number of financing events has surged. This article will sort out the journey of new-style tea beverage brands entering the coffee track, key cases, and market data, and explore the strategic considerations and industry impact behind this trend. [more…]

Over the past year, the domestic coffee sector has undergone an unprecedented reshuffle. Data from Zhaomen Canyan shows that nearly 53,000 new stores opened in the past year, but net growth was only just over 6,000, meaning more than 45,000 coffee shops have quietly exited. From the microcosm of all four coffee shops in a residential compound shutting down, to the sharp contraction of chain brands such as Benlai Budgaiyou and Seesaw, to top brands like Starbucks and Manner adjusting their store layouts, the wave of closures has swept across operators of different scales. At the same time, coffee bean futures prices hit a record high, and with cost pressure compounded by market saturation, many coffee shop owners find it hard to be optimistic about the outlook. This article reviews industry data and typical cases to present this hard battle over the survival of stores. [more…]

In recent years, drink prices have generally risen, with milk tea going from 3 yuan a cup a decade ago to as much as around 30 yuan today. After the New Year, mid- and low-end brands such as Mixue Ice Cream & Tea, Yidian Dian, and CoCo都可 raised their prices one after another, while high-end brands such as Heytea and Nayuki were already positioned above 20 yuan. Rising costs and the impact of the pandemic have left the tea beverage industry facing a reshuffle, and consumers have reacted differently to the price increases. At the same time, cola may also face upward price pressure because of Canada's tax on sugary drinks, but in the domestic market, given the duopoly competition, the likelihood of price increases is relatively low. This article sorts out the phenomenon of tea beverage price increases and the industry logic behind it. [more…]

Over the past year, the tea beverage market has undergone a dramatic reshuffle. According to Zhanmen Canyan data, the total number of stores in the milk tea beverage industry reached 412,600, with 142,300 new openings, but the net growth was -17,700, meaning that more than 160,000 stores exited the market in the fierce competition. Although leading brands such as Mixue Ice Cream & Tea, Guming, Shanghai Auntie, and ChaPanda still saw growth, their pace of store expansion has clearly slowed. Nayuki's stock price plummeted 93%, wiping out nearly HK$27 billion in market value. Product homogenization is severe, consumers are experiencing aesthetic fatigue with similar drinks, and the industry is accelerating into a harsh winter during the off-season of autumn and winter. [more…]

Every June, the national college entrance examination, or gaokao, becomes a hot topic of public attention across the country. This year is no exception, with a flood of good wishes pouring in from trending lists to social media platforms. Major food and beverage brands keenly seize this opportunity, rolling out gaokao-themed products or promotional activities in an attempt to win consumer goodwill amid fierce market competition. McDonald's has extended its breakfast-exclusive items to all-day availability, KFC has partnered with Mount Wutai to launch an auspicious set meal, and Chagee uses homophonic puns to convey good wishes. In addition, tea beverage brands such as Shuyi Tealicious, Good me, and Yihotang have also switched to gaokao-themed packaging, while independent coffee shops across the country are likewise serving exam takers and their parents by offering free water and rest areas. Behind this opportunistic marketing lies both the need for brand exposure and a reflection of society's collective care for gaokao students. [more…]

With over 600 million daily active users and the powerful momentum of livestream e-commerce, Douyin is becoming a new battleground for major beverage brands competing for online traffic. From Luckin and Starbucks to Manner and Tims, and further to Heytea and Nayuki, almost all well-known beverage brands have launched ultra-low-priced group-buy packages on Douyin, with prices far lower than ordering in stores or via mini-programs. Luckin's "male model squad" livestream once sparked heated discussion, with group-buy deals for Coconut Latte at only 14.5 yuan; Starbucks' 19-yuan breakfast package sold over 860,000 cups; Nayuki's 9.9-yuan single-item coffee surpassed one million orders. Behind this online price war is brands' deep strategic push for local exposure and secondary in-store consumption. This article gives you a full picture of this Douyin beverage battle. [more…]

Luckin Coffee's Q2 2024 financial report shows total net revenue of 8.403 billion yuan and net profit of 871.1 million yuan, with the total number of stores approaching 20,000. However, same-store sales at self-operated stores fell 20.9% year-on-year, and Starbucks' same-store sales in the Chinese market also dropped 14%. Beneath the surface of growth in both revenue and store count, the same-store data reveals hidden concerns. The price war continues to escalate, with promotions of 9.9 yuan or even 6.6 yuan emerging one after another. Brands are trading low prices for sales volume, yet profitability pressure is hard to conceal. Leading brands and small and medium-sized brands alike are caught in the scramble for locations, with stores opening ever more densely while the survival space of individual stores is continuously squeezed. This article will combine the latest financial report data to analyze why Luckin finds it harder to make money amid scale expansion, and to explore the evolution of the competitive landscape in the coffee industry. [more…]

The market is flooded with coffee bean brands, from Italian-style blends to single-origin beans, from international giants to emerging local players—so which brand's coffee beans are really worth buying? This article first recommends two popular Italian-style coffee beans for coffee lovers—Front Street Dark Cocoa Blend and Front Street Strawberry Candy Espresso. The former pairs medium-dark roasted Yunnan small-bean coffee with Brazil Red Bourbon, offering a soft, balanced flavor of nuts, chocolate, and plum, suitable for Americanos and lattes; the latter blends beans from three major regions—Costa Rica, Colombia, and Ethiopia—with aromas of rose, citrus, grape, and dried blueberry, releasing a strawberry gummy candy flavor when milk is added. It then presents a top ten popularity ranking of coffee beans and ground coffee, detailing prices, review counts, and real user feedback one by one, helping you quickly find the one that suits your taste among the many brands. [more…]

Recently, Starbucks launched two special kombucha drinks in some stores, drawing consumer attention. Behind this move lies a certain bottleneck in product innovation among coffee chain brands today—from flavored syrups to fruit coffee and fruit tea, new products keep emerging yet are often teased as "old wine in new bottles." Meanwhile, as healthy eating concepts spread, consumers' enthusiasm for high-sugar drinks is gradually fading, and brands are turning to new ingredients such as fruit juices and jams. Can Starbucks' attempt to venture beyond the coffee track and test kombucha bring truly fresh ideas to the industry? This article will analyze this topic and share related observations from Front Street Coffee. [more…]

In recent years, the growth trend of coffee shops on Taobao can absolutely be described as explosive. We can roughly divide them into several categories, and without exaggeration or bias, we've selected the standout among them for your reference. 1. Guangzhou's time-honored coffee bean roasting brand: Front Street Coffee, features: tasty, cheap, and high quality. Front Street Coffee is a specialty coffee bean store. [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…]