“另类”的挪瓦咖啡，如何成为万店“黑马”？

Core Viewpoint - The article discusses the rapid expansion of Nowwa Coffee in China's coffee market, highlighting its unique "convenience store parasitic model" that allows for low-cost entry and rapid scaling, but also points out the challenges it faces in brand recognition and product quality compared to established competitors like Luckin and Kudi [4][11][18]. Group 1: Company Overview - Nowwa Coffee was founded in 2019 and has quickly become the fourth coffee chain in China to surpass 10,000 stores by 2025, following Luckin, Kudi, and Lucky Coffee [7][10]. - By the end of 2024, Nowwa had over 1,000 stores, establishing a foothold in the chain coffee industry [9]. - The brand's rapid growth is attributed to its partnership with convenience stores, allowing for a significant number of locations without the need for standalone stores [11][12]. Group 2: Business Model - Nowwa Coffee operates primarily through a "mini coffee shop" model within convenience stores, requiring minimal investment from store owners, which includes a deposit of 10,000 yuan for equipment and a small space of 2-4 square meters [14]. - This model reduces the operational risk for convenience store owners and has attracted significant capital investment, with recent funding rounds totaling several hundred million yuan [14]. - The pricing strategy initially allowed convenience store partners to earn a profit of 4-5 yuan per cup, but this has since decreased to around 2 yuan, reducing the attractiveness of the partnership [23]. Group 3: Market Position and Challenges - Despite its rapid expansion, Nowwa Coffee's brand recognition is significantly lower than that of its competitors, as many customers purchase coffee from convenience stores without specifically seeking the Nowwa brand [18]. - The lack of dedicated baristas in convenience stores means that the quality of coffee may not be consistently high, impacting customer satisfaction [20]. - As the coffee market transitions from rapid expansion to refined operations, the ability to create standout products will be crucial for Nowwa's long-term success [21].