Sinopec Corp.(SH:600028) Sou Hu Wang·2025-12-08 04:32Core Insights - Sinopec Easy Joy Coffee has surpassed 1,500 stores nationwide, marking significant expansion of its "travel coffee" brand [1][3] - A strategic partnership has been established with Syngenta to enhance the supply chain, focusing on coffee bean sourcing and quality control [1][5] Group 1: Expansion and Growth - Since its establishment in 2019, Easy Joy Coffee has leveraged the extensive network of over 30,000 gas stations and 28,600 convenience stores to penetrate the travel scene rapidly [3] - The store count milestones include surpassing 500 stores by March 2025, reaching 1,000 by August, and exceeding 1,500 by December, indicating the potential of the "travel coffee" niche market [3] - The brand has begun international expansion with store openings in Laos and Australia [3] Group 2: Quality and Branding - Easy Joy Coffee will upgrade its brand image to "Tiki Easy" in 2024, positioning itself as "convenient travel, enjoy relaxation" [3] - The company’s self-developed four types of espresso blends won gold at the 2025 IIAC International Coffee Tasting Competition, showcasing its commitment to quality [3] - The brand has established a service matrix of "freshly ground + retail," selling freeze-dried and instant coffee products through over 8,000 convenience stores [3] Group 3: Innovation and Experience - Easy Joy Coffee is creating a "gas station + coffee + culture" composite experience, transforming the waiting time for drivers into an immersive experience [5] - The collaboration with Syngenta aims to strengthen supply chain assurance by providing direct sourcing of coffee beans from key regions like Ethiopia and Brazil [5] - The company plans to focus on "strong quality, expanding scenarios, and network growth" to deepen its presence in the coffee market [5]