中国本土第四个万店咖啡品牌诞生

Core Insights - Nova Coffee has surpassed 10,000 stores, becoming the fourth domestic coffee brand in China to achieve this milestone, following Luckin Coffee, Kudi Coffee, and Lucky Coffee [1] Expansion Strategy - Nova Coffee employs a "parasitic store" model, embedding its coffee business within existing commercial entities like convenience stores and internet cafes, allowing for rapid expansion without the costs associated with independent store setups [2][3] - As of November 3, 2025, 7,235 of Nova Coffee's stores are parasitic, accounting for 91.9% of its total stores, with convenience stores being the primary venue, particularly through collaboration with major chains like Meiyijia [4] Brand Perception Challenges - The "parasitic store" model has led to a diluted brand image, as the brand's identity is heavily influenced by the host store, making it difficult to establish a distinct and high-quality brand perception [5][6] - Consumers often engage with Nova Coffee based on situational or price-driven factors rather than brand loyalty, resulting in low customer retention and minimal brand premium [8] Brand Building Efforts - In response to brand perception issues, Nova Coffee is implementing a dual strategy: maintaining its parasitic store model for expansion while gradually opening a limited number of delivery-focused and brand image stores to enhance brand recognition [8][9] - The company is also pursuing co-branding initiatives and product development to increase its visibility on social media and connect directly with end consumers [9] Financial Backing and Future Outlook - Nova Coffee has completed six rounds of financing since its inception in 2019, with significant investments from various firms, including a recent B++ round that raised several hundred million yuan [11][13] - The company aims to transition from a focus on store quantity to improving the profitability and long-term brand value of individual stores, which poses a significant challenge moving forward [13]