Core Viewpoint - The Shanghai-based new tea drink brand, Lemon Right, is entering the light coffee market with a new product matrix centered around "lemon + coffee" as it celebrates its fourth anniversary [1] Company Strategy - Lemon Right's founder, Xu Baihe, emphasizes a clear positioning strategy focusing on lemon as the core ingredient while eliminating unrelated products [1] - The company aims to extend operating hours and enrich consumption scenarios by introducing coffee and breakfast products [4] Market Context - The coffee market is experiencing significant growth, with competitors like Mixue Group's Lucky Coffee seeing a 164% year-on-year increase in new store openings in Q2, reaching over 7,000 stores by July 31 [3] - Xu Baihe notes that many existing brands attempting to launch lemon coffee often rely on yellow lemons or lemon syrup, lacking the complex craftsmanship of using multiple types of lemons [3] Product Development - Lemon Right plans to introduce breakfast items to complement coffee sales, particularly in locations like airports and train stations where coffee sales have been strong [4] - The company believes that coffee can better meet the demand for energy-boosting beverages compared to lemon tea, which primarily addresses the need for refreshing drinks [3] Competitive Landscape - Xu Baihe asserts that Lemon Right operates in a different segment compared to other tea brands that have introduced coffee, such as Gu Ming and Mixue Ice City, as their store formats and target markets differ [5] - The company positions itself as the first tea brand focusing specifically on the niche of lemon coffee [5] Expansion Plans - Currently, Lemon Right is refining its business model before accelerating store expansion, aiming for high efficiency with a target of three staff members per store and a strict area limit of 15 to 20 square meters [6] - The company has signed partnerships in multiple Southeast Asian markets and aims for profitability in its overseas expansion rather than merely increasing brand awareness [6]