Core Insights - The company has successfully expanded its coffee business with the launch of the NEVER MIND CAFE in collaboration with Bear Paw Coffee in Shanghai, and has achieved impressive sales during the 618 shopping festival [1][3] Group 1: Sales Performance - Naiwa Coffee's Tmall flagship store achieved a GMV of nearly 5 million yuan during the first wave of the 618 shopping festival, ranking third in the food and fresh industry [1] - The store also made it to the top three in the Tmall instant coffee sales list and the second in the coffee liquid sales list, placing among the top ten stores in the coffee industry for the first wave of transactions [1] Group 2: Brand Development - Since its launch in September last year, Naiwa Coffee's Tmall flagship store has gained over 745,000 followers, establishing itself as a "phenomenal" player among new coffee brands [3] - The brand has successfully commercialized the Naiwa family IP, which has been integrated into various products, including cosmetics and merchandise [3] Group 3: Supply Chain and Sustainability - Naiwa Coffee sources its main raw material, Yunnan coffee beans, from a high-altitude area in Pu'er City, Yunnan, and has established a partnership with a local coffee plantation to ensure quality supply [4] - The company has set up the Naiwa Coffee Assistance Farm, employing local disabled individuals and implementing environmentally friendly processing equipment to reduce wastewater pollution [4] Group 4: Future Expansion Plans - By 2025, Naiwa Coffee plans to extend its store network to campus locations, starting with Nanjing Media College and Duke Kunshan University, aiming to create social and quality experiences for young consumers [4] - The company intends to introduce interactive activities such as "One Day Store Manager" and "Wish Mailbox" to enhance brand engagement in more cities [4]
李佳琦奈娃咖啡618表现亮眼,今年将扩大线下开店
Guan Cha Zhe Wang·2025-06-25 10:38