Having been active on television screens for over twenty years, the health supplement brand Naobaijin has officially extended its reach into the coffee sector. Its first coffee shop opened on November 7 in Songjiang District, Shanghai, under the youthful sub-brand "Naobaijin+Café." The store not only continues the brand's signature blue visual identity and classic IP image, but also offers coffee, tea drinks, smoothies, and other beverage categories at affordable prices. In recent years, giants across various industries have ventured into the coffee business, from China Post to Li-Ning, Huawei, and NIO—coffee has become a popular choice for cross-industry expansion. Is Naobaijin's entry a path to rejuvenate its brand, or can it carve out a share in the fiercely competitive coffee market? This article will outline the features of Naobaijin's coffee shop and the industry trends in cross-industry coffee ventures. [more…]

On November 3rd, the health supplement brand Nao Bai Jin opened its first coffee pop-up store in Shanghai, claiming that during the event it would give away 50 cups of coffee and merchandise for free every day. However, this cross-industry attempt sparked dissatisfaction among participants due to complicated rules, chaotic on-site management, and staff treating people differently. Some netizens complained that without multiple social media apps, there was no chance of getting free coffee. In addition, the so-called "Nao Bai Jin Latte" was criticized as being just an ordinary latte with no special additions. Nao Bai Jin tried to leverage the popularity of the coffee sector to attract young consumers, but the event lacked highlights and its effectiveness is questionable. [more…]

Naobaijin has once again made its presence felt in the coffee world. This time, it's not just a simple co-branded paper cup—they've actually added Naobaijin oral liquid to the coffee. On November 10, Naobaijin officially announced on Xiaohongshu the launch of a special coffee containing Naobaijin ingredients, which would be sold in limited quantities at a pop-up store on Double Eleven. As soon as the news broke, netizens were both curious and confused: Naobaijin is known for aiding sleep, while coffee is for waking up—what kind of combination is that? The official response stated that what was added was Naobaijin oral liquid, which has a bowel-lubricating and laxative function, not the sleep-aid capsules, and that the amount used per cup had been scientifically calibrated to avoid any functional conflict. So, how does this coffee taste? And what has Naobaijin's journey in the coffee arena been like? Let's take a look. [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…]