China Food

Li Ning officially sells coffee: there are 7000 stores in one store

“ 
selling coffee has become the hottest sideline.
 ”
Unexpectedly, Li Ning also came to sell coffee.
these days, the coffee circle has become lively again. The reason is that Tianyan checked a record – Li Ning Sports (Shanghai) Co., Ltd. applied for the registration of the trademark of “Ning coffee”. Subsequently, Li Ning Company generously admitted to selling coffee: in the future, it will provide coffee services in the store to improve customers’ comfort and experience when shopping.
the investment community found that Li Ning coffee has emerged in some Li Ning stores in Beijing, Guangdong, Xiamen and other regions, and some can get a cup of “Li Ning coffee” for free as long as they consume arbitrarily in Li Ning stores. This means that Li Ning has officially entered the coffee game, and this hot Jianghu has ushered in an unexpected player.
Source: Li Ning’s official microblog
How imaginative can Li Ning sell coffee? According to the 2021 annual report data of Li Ning company, by the end of 2021, Li Ning had 7137 stores, and once fully launched, there were more than 7000 coffee shops. In contrast, Starbucks has more than 5000 stores in China, while Ruixing has more than 6000. Under the
epidemic, physical stores are not easy. It is not difficult to find that those who sell coffee across borders are almost giants with a large number of physical stores. It is not troublesome for them to sell coffee, but they can bring an imaginative sideline. It’s amazing that in this era, you never know who your next opponent is.
Magic crossover: Li Ning officially makes coffee
, and there are already stores offering
free of charge
Li Ning has been brewing coffee for a long time.
through a small red book blogger’s punch in post, we saw the true face of Lushan of Ning coffee. In early February this year, she saw a coffee cart marked with “Li-Ning” at the door of a new Li Ning store in Zhanjiang City, Guangdong Province, with Li Ning brand logo and “x cafe” printed on the hood. In the post, she mentioned that you can drink a cup of Li Ning coffee for free at any consumption in Li Ning store, and the logo of the cup is also a common Li Ning brand style, which has a great sense of atmosphere.
the origin of Li Ning and coffee can be traced back to 2013. At that time, Li Ning made coffee yarn from coffee beans and made a warm at eco series “coffee dress” with coffee carbon fiber as raw material. It not only can inhibit bacteria and deodorize, but also has environmental protection and thermal insulation, which once triggered a hot topic.
in November last year, with the opening of Li Ning’s first global store in 1990 in Beijing, many consumers who came to shop drank Li Ning’s own brand of coffee for the first time. “The shopping guide sister kindly gave two cups of freshly ground coffee, and Li Ning’s own logo was also on the coffee cup.” A consumer recalled.
until this year, Li Ning began to make coffee seriously. First, in March, it launched the joint name of “sports trendy coffee” with Nestle coffee China – it was ready to surpass young, and then in April, the new trademark of “Ning coffee” emerged. Tianyan inspection shows that the trademark is classified as “catering and accommodation”, and the main body applying for registration is Li Ning Sports (Shanghai) Co., Ltd. at present, the trademark is still waiting for substantive examination.
during the May Day holiday this year, Nanjing coffee officially appeared in the flagship store of Li Ning Xiamen Zhonghua city.
Li Ning, who sells sportswear, makes coffee across the border? Such unexpected cross-border is popular on the Internet. In this regard, Li Ning responded that the company pays attention to the consumer purchase experience of retail terminals and hopes to improve customers’ comfort and experience during shopping by optimizing in store services. “Providing coffee services in stores will be an innovative attempt of Li Ning for the consumer experience of retail terminals.”
netizens blew up the pot, and they commented: “unexpectedly, the coffee market has begun to roll up”, “when it comes out, you must experience it and support Guochao”, “support, as long as the quality and price are similar to Ruixing”, and even someone joked: “if you don’t want to be a tavern next.”
Once more than 7000 Starbucks stores are opened, there will be more than 6031 stores in Li Ning
Li Ning, a name familiar to Chinese people.
in 1963, Li Ning was born in Liuzhou, Guangxi. He began to practice gymnastics at the age of 7 and entered the national team at the age of 17. He won 14 World Championships successively in his later sports career, creating a myth in the history of world gymnastics. He is known as the “Prince of gymnastics” and one of the most outstanding athletes in the 20th century.
in 1989, after his retirement, Li Ning turned to business, joined Guangdong Jianlibao group and founded a sports brand named after himself. In August of the following year, on the Qinghai Tibet Plateau, the roof of the world, Li Ning, as a representative of athletes, took over the flame of the 11th Asian Games to be held in Beijing.
at this moment, Li Ning brand is popular all over the country. Historical data show that Li Ning’s annual sales revenue increased by more than 100% from 1993 to 1996, and set a sales record of 670 million yuan in 1996. After that, Li Ning faded out of the company’s management and handed it over to professional managers.
under the polishing of time, Li Ning has become a mature local sports brand, and once won the “No. 1 sports brand in China” for more than ten years, which is the mark in the youth memory of a generation. In June 2004, Li Ning company was officially listed on the Hong Kong main board market. Later, from the 2008 Beijing Olympic Games to 2019, Li Ning’s landing in New York Fashion Week with the theme of “Enlightenment” became popular again. In addition, Li Ning, the leader behind the scenes, returned to the mall. “China Li Ning” has experienced another glorious 10 years, and its latest total market value has exceeded HK $140 billion.
is in an era of national unity and high cultural confidence. Young consumers, especially the post-90s and post-00s, are increasingly accepting national brands, which also brings opportunities for consumption upgrading to a number of traditional brands. The wind of national tide swept through, “China Li Ning” once became the best annotation of the new style of Li Ning trend.
not long ago, Li Ning released the annual performance report for 2021: the company’s revenue exceeded 20 billion yuan, a year-on-year increase of 56%; The net profit reached 4 billion yuan, a year-on-year increase of 136.1%. In terms of the number of stores, by the end of 2021, Li Ning had 7137 stores, with a net increase of 204, including 5935 Li Ning brands; There are 1202 in Li Ning young.
compared with Ruixing, which has 6024 stores in the same period, and Starbucks China, which has more than 5500 outlets, Li Ning coffee, which has more than 7000 outlets, has certain advantages in scale. Once fully or partially launched, it is a force that can not be underestimated.
looking back, this time, Li Ning’s cross-border coffee is more like a long planned layout, embracing the current popular coffee culture to reach more young people, and its ambition to diversify by relying on large stores is obvious. Some analysts believe that from clothing to coffee, this is the signal for Li Ning to make sports brands a way of life and create “Li Ning ecology”.
just like its brand slogan – everything is possible, which Jianghu will Li Ning cross in the next step?
Chinese coffee, supporting a trillion market, is still the hottest sideline
这个时代,你永远不知道你的对手会是谁。
咖啡江湖已经炙手可热。就在昨晚,市场传来瑞幸咖啡考虑在香港上市的消息,尽管官方否定了这一传言,但瑞幸依然被认为是这两年“跌落神坛后又咸鱼翻身”的魔幻案例。此前3月,瑞幸咖啡发布2021年第四季度及全年财报,其自营门店利润首次实现年度转正,总门店数量达到6024家超过了星巴克,坐上了国内连锁咖啡品牌头把交椅。
这是一门能够赚到钱的生意,也是一个诱人市场,现磨咖啡、挂耳咖啡、冷萃咖啡等等层出不穷。根据艾媒咨询数据显示,2021年中国咖啡市场规模约为3817亿元,预计到2025年将达1万亿元。几乎所有人都坚信,中国一定会诞生属于自己的星巴克。
于是,一众玩家嗅着咖啡的香气赶来。继坐拥3万家加油站的中石化入局卖起了“易捷咖啡”后,中国邮政也闯了进来。今年2月,全国第一家邮局咖啡店——邮局咖啡在厦门正式营业,这是中国邮政自己做的直营门店。门店是熟悉的复古绿布景和标志性的邮筒,带着浓浓的中国邮政色彩。从产品来看,美式、拿铁、卡布奇诺都有,最便宜一杯22元。
数据显示,中国邮政依托自身遍布城乡、覆盖全国的优势,坐拥近9千个揽投部、5.4万个营业支局所和42万个信息系统完善的合作邮乐购站点资源。若是卖起咖啡,中国邮政一铺开就是全国第一。
还有你不曾想到的,狗不理包子也加入这波咖啡潮流,成立了正儿八经成立咖啡公司——高乐雅咖啡,但目前为止大家对于这一品牌都还十分陌生。还有诸如:同仁堂、如家和尚美等连锁酒店等跨界玩家,甚至连知乎也推出了挂耳咖啡产品。
与咖啡圈有着千丝万缕联系的新茶饮玩家也不肯掉队,蜜雪冰城、CoCo都可、古茗、茶百道、书亦烧仙草等知名茶饮品牌都有自己的咖啡菜单。它们厉马秣兵、前仆后继地做起咖啡生意,热闹程度可见一斑。
不难总结一个规律:跨界卖起咖啡的,无一例外都是已坐拥着数量庞大实体门店的巨头,咖啡只是一个无伤大雅却极具想象力的副业。若尝试失败,不会造成过大的经济损失。若尝试成功,说不定开辟出另一片天地。
相比这些玩家,赛道内的种子选手更引人注目。这两年来我们亲眼目睹,小小一杯咖啡竟喝出了一只只独角兽,包括了单店估值超1亿元的Manner、身后挤满了VC/PE撑起超40亿元估值的M Stand、百亿估值的Tims中国、还有被喜茶收入麾下的Seesaw等等,来势汹汹。
在线上,同样崛起了一家家明星创业公司——隅田川的挂耳包、三顿半的冻干粉、永璞和时萃的冷萃浓缩液、常温浓缩液等多家咖啡品牌常年活跃在电商平台的消费榜单上。其中,三顿半的估值也轻松过了45亿元。
悄然之间,当你想起喝咖啡,星巴克已经不是第一选择了。
作者:周佳丽;来源:野性消费吧(ID:pelink),转载已获得授权。
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