Recently, the domestic coffee market has been very lively. Here, Xiang Ruixing has just come to life, and there, Xiang Starbucks has broken down in China. However, when you see the eight immortals of the major coffee giants crossing the sea, there is another new news. Is Li Ning going to sell coffee? A sports brand sells coffee? What the hell does Li Ning want?

1、 Li Ning is selling coffee, too?

According to Forbes China, tianyancha shows that Li Ning, a well-known sports brand, has applied to register the trademark of “Ning coffee”, which has become a hot spot of venture capital in the near future.

On the tianyancha app page, “Ning coffee” shows that Li Ning Sports (Shanghai) Co., Ltd. applied for registration, which is internationally classified as catering and accommodation, and the current trademark status is awaiting substantive review. For the barbaric growth of the coffee track in recent years, this undoubtedly marks the arrival of a new competitor.

According to the report of Southern Metropolis Daily, relevant personnel of Li Ning told the reporter of nanduwan finance agency that Li Ning company pays attention to the consumer purchase experience of retail terminals and hopes to improve the comfort and experience of customers during shopping by optimizing in store services. “Providing coffee service in the store will be an innovative attempt of Li Ning for the retail terminal consumption experience.”

As for when the store will sell coffee, Li Ning said there is no official information.

According to industry data, the scale of China’s coffee market in 2021 is about 381.7 billion yuan. As of May 2021, since 2013, coffee projects have been financed 114 times, with a total disclosure amount of RMB 11.568 billion. The market scale of China’s coffee industry is expected to maintain a growth rate of 27.2%, much higher than the global average growth rate of 2%. The market scale of China will reach 100 billion yuan in 2025. The low entry threshold, relatively simple operation mode and high gross profit margin make the coffee market popular in the cold of new consumption.

As of March 31, 2022, the number of sales points of Li Ning in the Chinese market (excluding Li Ning young) totaled 5872, accounting for ultra-high private domain traffic and brand advantages. In 2020, Li Ning’s marketing expenses (advertising and marketing expenses) were 1.28 billion yuan, and 68 million traffic was obtained in one hour. With its brand image and cross-border novelty, “Ning coffee” is undoubtedly a good card for Li Ning to catch young people and catch the traffic express.

Li Ning is not the first cross-border brand to enter the coffee industry. Before that, China Post, PetroChina and Sinopec have long been well-known cross-border players in the coffee market. In addition to coffee, China Post’s post coffee also sells tea, desserts and around the post office. With the sales of nearly 1000 cups on the opening day, it has become the first popular local coffee. Sinopec’s Yijie coffee is named after the gasoline model. Up to now, it has opened 21 stores, which are ridiculed as “petroleum coffee” by netizens.

2、 Here comes Ning coffee? What does Li Ning want to do?

In fact, it’s not a particularly surprising thing for Li Ning to enter the coffee market at this time. What should we think of it?

First of all, coffee is indeed a very suitable market for cross-border money. In fact, looking at the development of the coffee industry in recent years, we will find that coffee has almost become the common choice of many enterprises. From the earliest time that China Merchants Bank laid out coffee in its own golden sunflower outlet, there are news of cross-border coffee of enterprises almost every once in a while, from familiar bank coffee, postal coffee, petroleum coffee and so on. Of course, there was milk tea before, but with the weakness of new tea enterprises, coffee gradually occupied the C position of the market again? Why coffee? As we said before, there is a lot of room for the development of the coffee market, and the market growth rate of China’s coffee industry is also very high. Therefore, from the growth rate of the coffee market, it seems that choosing coffee is in the past, but this is only in the past. For current enterprises, the reason for choosing coffee is not just the growth rate of the coffee market. We can analyze it in detail:

First, coffee is indeed an addictive drug. Whether we admit it or not, in the more than 1000 years since it was discovered, coffee can relieve fatigue in a short time due to its main component caffeine. In addition, caffeine has certain addictive characteristics. Everyone’s consumption of coffee has been increasing, and in a sense, this improvement still has a spreading trend. Therefore, under such circumstances, China’s coffee consumption audience is growing. For the current urban white-collar workers, a cup of coffee every afternoon has almost become everyone’s consensus.

Second, the function of coffee is not just coffee. The refreshing effect of coffee is only a small part of its efficacy. For most enterprises, entering coffee is not as simple as selling a cup of beverage. Since Starbucks created the concept of third space, the extension of coffee has been expanding. In most urban coffee markets, people’s demand for coffee is not just a drink, but a service, For busy urban white-collar workers, drinking a cup of coffee can not only improve, but also provide a place for a short rest after rush work. Therefore, the current extension of coffee has more become an integral part of a service. Most enterprises sell not only coffee but services.

Third, coffee has become the key to attracting traffic in offline scenes. When the post office coffee appeared before, we were talking about drinking a cup of coffee in the post office, a place full of “bourgeois” flavor, Experience “the sun has become slow in the past, and cars, horses and emails are slow “Pleasant. Not only that, a large number of bookstores have also introduced coffee into their own stores. Zhong shuge, Sisyphus bookstore and Chengpin bookstore are all examples of making coffee. In fact, both post offices, bookstores and gas stations have gradually figured out that coffee is just an introduction to better attract users to consume, so they should play cross-border.

Secondly, does Li Ning’s cross-border coffee really have a play? I have to say, Li Ning plays coffee across the border