“寄生咖啡”门店突破1万家，独立加盟商遭“背刺”？

Core Viewpoint - Nova Coffee has rapidly expanded its store count to over 10,000 globally, leveraging a "store-in-store" model to penetrate lower-tier markets and differentiate itself from competitors like Starbucks and Luckin Coffee [4][5][10]. Expansion Strategy - Nova Coffee's store count reached over 10,000 as of December 11, with a presence in over 300 cities in China and expansion into Australia and Southeast Asia [5]. - The company has achieved a remarkable growth rate of over 400% year-on-year by 2025 [7]. - Nova Coffee's monthly store openings peaked at 1,800, making it the fastest-growing coffee brand globally [8]. - The "store-in-store" model allows Nova to minimize costs and share customer traffic, with 46.2% of its stores located within Meiyijia convenience stores [15][16]. Market Positioning - In 2022, 70% of Nova Coffee's stores were located in lower-tier cities, indicating a strategic focus on underserved markets [12]. - The brand has positioned itself to avoid direct competition with established players by targeting the night economy, with 60% of consumer spending occurring at night [19]. - Nova Coffee has established a strong online presence, with 75% of its revenue coming from delivery services [20]. Product Differentiation - The company emphasizes health-oriented products, offering low-calorie options and avoiding price wars, with an average cup price of 15 yuan [21][22]. - Nova Coffee has signed a partnership with athlete Wu Yanni to promote its health-focused image [22]. Supply Chain and Operational Efficiency - Nova Coffee has built a robust supply chain with 15 distribution centers, enhancing operational efficiency and supporting its rapid expansion [24]. - The introduction of Nova Coffee in convenience stores has significantly boosted coffee sales, with some partners achieving a return on investment in just three months [25]. Competitive Landscape - Despite rapid growth, Nova Coffee faces increasing competition and potential risks associated with its store-in-store model, which may pressure independent store operators [26]. - The overall coffee market in China is becoming more competitive, with over 254,000 coffee shops and a net increase of 38,000 stores in the past year [28]. - The founder emphasizes that reaching 10,000 stores is just the beginning, focusing on supporting partners and franchisees for future growth [29]. Future Outlook - The coffee industry is projected to exceed 1 trillion yuan by 2025, and the sustainability of Nova Coffee's "store-in-store" model will be tested in the competitive market [30].