Core Viewpoint - The article discusses the rapid expansion of coffee brands in China, particularly focusing on NOWWA Coffee, which has recently surpassed 10,000 stores globally, joining the ranks of other major players like Luckin Coffee, Kudi, and Lucky Coffee in a competitive landscape [4][11]. Group 1: Market Overview - NOWWA Coffee has achieved over 10,000 stores, covering more than 300 cities in China and expanding into Southeast Asia and Australia [4]. - The current store counts for major competitors are: Luckin Coffee at 29,000, Kudi at 15,000, and Lucky Coffee at 10,000 [4]. - The average consumer spending for these brands is as follows: Luckin at 14.28 yuan, Kudi at 10.48 yuan, Lucky Coffee at 8.14 yuan, and NOWWA at 16.99 yuan, indicating a focus on affordable coffee [4]. Group 2: Business Model and Strategy - NOWWA Coffee was founded by Guo Xingjun, who identified a growing demand for coffee in the breakfast market while working at Ele.me, leading to the establishment of a coffee shop in Shanghai in 2019 [6][9]. - The brand adopted a "store-in-store" model, partnering with existing businesses like restaurants and bakeries to minimize costs and validate the market potential for affordable coffee [10]. - During the pandemic, NOWWA pivoted to online sales and takeaway services, leveraging its team's experience from Ele.me to sustain growth [10]. Group 3: Expansion and Future Goals - NOWWA Coffee's rapid growth is attributed to its "store-in-store" strategy, with 7,235 of its stores (91.9%) operating under this model as of November 2025 [11]. - The brand aims to reach 30,000 stores by 2030, focusing on high-quality locations while maintaining profitability per store [16]. - The initial investment for opening a NOWWA Coffee outlet in a convenience store is approximately 16,000 yuan, significantly lower than traditional standalone coffee shops [16]. Group 4: Competitive Landscape - The article highlights the competitive dynamics among the "Big Four" coffee brands in China, noting that each has distinct strategies: Luckin focuses on digital operations, Kudi on aggressive expansion, and Lucky Coffee on cost efficiency [18]. - NOWWA Coffee emphasizes flexibility in market penetration but lacks a standout product that could dominate the market, which may hinder its brand recognition [18]. - The article raises concerns about the sustainability of the "store-in-store" model, as it may lead to lower sales volumes compared to independent stores and potential brand dilution [17].

「钛赞了」为钛媒体APP旗下「钛度号」推出的优秀作品评选榜单，每月根据站内文章的人气热度、钛 （态）度观点、内容质量等多维数据，并结合编辑推荐，评选出上月优秀作品。钛媒体APP将给予上榜 作品专属站内外推荐资源，以鼓励更多优质作品的持续产出。 本榜单将在钛媒体APP、网站、微信社群等渠道同步发布，月榜也将成为每年年底"钛媒体年度作者"评 选的重要参考。 2025年11月1日—2025年11月30日，「钛赞了」榜单第133期上榜作品为： 【TOP 1】 @ 市值榜 @ 时间线Timelines 获奖作品： 赴港 IPO 首日，赛力斯为何开盘破发? "无论如何，在国内市场已经极其内卷的 当下，赛力斯选择通过登陆港交所的方式走向海外高端市场，无疑是一条正确而艰难的 路。" 钛度推荐：AITO 出海，并不容易。 【TOP 4 】 @ 温度纪 获奖作品： 离开新东方，等于从中文互联网届的"黄埔军校"毕业 "离开新东方的人都在一次 又一次跨界中破圈，实现了新东方的创办名言——在绝望中寻找希望。而新东方本身也在不 断寻找下一个辉煌的支点。" 钛度推荐：成为适应时代的表达者。 获奖作品： 再去美国上市，瑞幸还能讲什么故事？ ...

Core Viewpoint - The article discusses the rapid expansion of coffee brands in China, particularly focusing on the emergence of four major players: Luckin Coffee, Kudi Coffee, Lucky Coffee, and Nova Coffee, which have collectively reached over 10,000 stores, marking a significant milestone in the coffee industry [4][15]. Group 1: Market Dynamics - Nova Coffee has recently surpassed 10,000 stores globally, joining the ranks of other major coffee brands, with Luckin Coffee leading at 29,000 stores, Kudi at 15,000, and Lucky Coffee at 10,000 [4]. - The average consumer spending for these brands varies, with Luckin at 14.28 yuan, Kudi at 10.48 yuan, Lucky Coffee at 8.14 yuan, and Nova Coffee at 16.99 yuan, indicating a focus on affordable coffee options [4]. Group 2: Business Model and Strategy - Nova Coffee's unique approach involves a "store-in-store" model, allowing it to expand rapidly with minimal investment, leveraging existing foot traffic from partner establishments like restaurants and convenience stores [12][20]. - The initial investment to open a Nova Coffee outlet in a convenience store is approximately 1.6 million yuan, significantly lower than traditional standalone coffee shops, which can cost between 180,000 to 230,000 yuan [22][23]. Group 3: Competitive Landscape - The article highlights the competitive strategies of the four major coffee brands, noting that Kudi Coffee has achieved rapid expansion in just two years, while Nova Coffee has focused on a more gradual approach with a strong emphasis on online sales and partnerships [16][28]. - Nova Coffee's growth strategy includes a shift back to the "store-in-store" model after experimenting with independent stores, indicating a flexible approach to market demands [19][24]. Group 4: Future Outlook - Nova Coffee aims to reach over 30,000 stores by 2030, with a focus on maintaining profitability and brand integrity amidst rapid expansion [26]. - The article emphasizes the importance of sustainable growth models and the need for brands to differentiate themselves in a saturated market, questioning how they will maintain consumer loyalty as coffee becomes ubiquitous [29][30].

这些变化之所以重要，是因为它们使跨国企业的商品和服务更贴合中国消费者的实际喜好。如今，这一 经验的适用范畴正在向快餐市场以外的领域延伸。从体育商品零售到医疗设备，全球企业都在努力应对 同样的问题：如何在本土企业快速发展、消费者需求不断变化的中国市场中竞争。 美国"市场观察"网站12月23日文章，原题：中国一直对西方消费品牌保持开放态度，而西方品牌对中国 消费者的了解，还有很多需要学习的地方 多年来，跨国品牌将中国视为只需投入时间和扩大规模就能 为其带来丰厚利润的增长引擎。这些品牌曾认为，在中国开设更多门店、扩大覆盖范围和提高品牌知名 度即可奏效。但如今，这种假设正在悄然瓦解。 在零售、食品和消费服务领域，全球企业正发现跟不上中国消费者的速度。中国消费者价格敏感度增 强、品味日趋本土化，而且本土竞争对手学会快速迭代。结果是，外国品牌由于未能适应竞争激烈的中 国市场而败下阵来。 这种转变有助于解释为何越来越多的跨国企业正在重新评估其在华运营方式，业内人士认为，中国消费 者越来越青睐那些能更快调整价格和产品，并开展促销活动的本地运营商。这种趋势不仅在咖啡行业尤 为鲜明，便利店行业也是如此。中国本土便利店品牌已经悄然 ...

新华财经上海12月24日电 2025年堪称中国咖啡行业的扩张大年。行至年末，继瑞幸、库迪之后，幸运 咖和挪瓦咖啡门店数量相继突破一万家，规模化竞争持续加速。 在国内完成高密度布局后，品牌发展路径逐渐分化。一方面，部分企业加快"反向输出"步伐，积极拓展 海外市场，以寻求新的增长空间；另一方面，"精品咖啡"赛道持续升温，品牌不断向更高品质与更强溢 价能力探索，试图在差异化竞争中构建新的护城河。 业内普遍认为，咖啡行业正由粗放扩张转向分层竞争，2026年行业竞争重心将转向品质升级、效率优化 与资源整合，企业竞争逻辑也将从"拼规模扩张"转向"拼综合能力"。 咖啡市场规模持续增长 数据显示，2024年全国咖啡及茶饮市场规模达到1177亿元，同比增长15.4%，预计2025年咖啡及茶饮市 场规模将接近1300亿元，为已具备一定规模、并在运营和供应链上具备成熟体系的品牌，提供了抢占市 场的绝佳窗口。 挪瓦咖啡近期发布的一则公告再度引发咖啡行业的热议。该品牌宣布其全球门店数量突破1万家，覆盖 国内300余座城市及澳洲、东南亚等海外市场，与瑞幸、库迪、幸运咖共同跻身"万店俱乐部"。 公开数据显示，2025年7月，其门店数量仅为 ...

一杯咖啡只卖6元，依然能赚钱？ 近日，百胜中国CEO屈翠容在接受中国企业家杂志采访时明确表示："6元的肯悦咖啡还真能赚到钱"。这一低价仍盈利的 表述引发业内关注。 据了解，消费者只要使用咖啡月卡购买肯悦咖啡，单杯最低仅需6元，这一价格明显低于当前市场常规低价9.9元。在红 餐网看来，肯悦咖啡卖6元依然能赚钱的背后是极致的成本控制，这在开店策略上表现得尤为典型。 自2023年以来，肯悦咖啡在开店上采用"肩并肩"策略。什么是"肩并肩"开店策略？实际上肯悦咖啡该开店模式具体表现 为，分租现有肯德基门店前端闲置空间，实现炸鸡与咖啡业务的客群分层；在后端则由店经理统筹管理两个区域，从而 降低人力、租金成本，在互相引流的同时，有效控制启动成本。对此，屈翠容也表示，"肩并肩"开店策略是肯悦咖啡盈 利的关键。 依托这一低成本开店策略，据红餐网观察，今年以来肯悦咖啡门店扩张节奏明显加快。比如今年的一、二季度，据百胜 中国财报数据，肯悦咖啡单季新增门店在300家左右，且已入驻高校、机场、火车站等多个特殊点位。 基于一、二季度的开店势头，肯悦咖啡还在下半年上调全年门店增长目标。据百胜中国财报，其一季度计划年末门店数 突破1500家 ...

一块亮橙色小马招牌，正在全球1万家店的门头上露脸。 继幸运咖11月底公布破万店后，挪瓦咖啡也随后宣布其全球门店总数已突破1万家，覆盖国内超300座城市，以及东南亚、澳洲等海外市场。 2025年，中国连锁咖啡"万店俱乐部"再添两名巨头玩家，自此，瑞幸、库迪、幸运咖、挪瓦咖啡形成四足鼎立的新局面，前三者目前门店数量分别为2.9 万家、1.5万家、1万家。据窄门餐眼数据显示，当前瑞幸的人均消费为14.28元，库迪为10.48元，幸运咖为8.14元，挪瓦咖啡16.99元——均属于平价咖啡 阵营。 相比之下，挪瓦咖啡没有"熹妃回宫"式的故事、没有"出逃复仇"线的剧本，也缺乏市值千亿的"显赫家族"，品牌热度并不算高，但这家默默规划宏图的公 司却颇得资本青眼，创立至今融资六轮，身后明星机构云集。 卷生卷死的咖啡赛道里，挪瓦咖啡凭什么在一年之内飞速扩张，又如何和其他三位强大对手掰手腕？ 从"饿了么"汲取灵感，盯上千亿市场 2019年，瑞幸挟资本之势疾驰、库迪还尚未面世之时，一位江苏年轻人郭星君，在上海长宁区开出一间十几平方米的咖啡小铺。 此前他作为饿了么早餐业务的负责人，看到一个消费趋势：平台上"早餐+咖啡"的组合订单，以每 ...

此外，瑞幸咖啡单季度新开门店达3008家门店，门店总数增至29214家，其中加盟门店数量突破万家达 10332家，门店数量在国内咖啡市场中排名第一。 运营商财经网副总经理康锐表示，黎辉作为瑞幸咖啡最早的投资人之一，为其前期快速扩张提供了重要 的支持，在今年4月黎辉接替郭谨一成为瑞幸咖啡董事长后，公司业绩持续向好，表现亮眼，黎辉功不 可没。 运营商财经网讯 日前，由国内知名财经媒体运营商财经网独家打造的"2025年度茶饮咖啡十大杰出董事长"正式推出，其 中瑞幸董事长黎辉榜上有名。 当前，国内咖啡市场竞争环境持续内卷，"价格战"此起彼伏，而行业龙头瑞幸咖啡仍实现了公司的稳健 发展。2025年三季度，瑞幸咖啡实现营业收入152.9亿元，同比增长50.2%，GMV为173.20亿元，月均交 易客户数同比增长40.6%达1.12亿，创历史新高，保持了强劲的增长势头。 运营商财经（官方微信公众号yyscjrd）—— 主流财经网站，一家全面覆盖科技、金融、证券、汽车、 房产、食品、医药、日化、酒业及其他各种消费品网站。 ...

上周末，北京王府井湾里·WellTown超级奥莱店开业。李宁的现身并不意外，"意外"的是李宁咖啡店——宁咖啡的"全新亮相"。 与此前藏身于品牌门店内部、作为附属体验存在的咖啡服务不同。一次的宁咖啡拥有了独立门头和完整客座区，并首次走进奥莱这样高度市场化、竞争充 分的商圈场景。表面看，这是一次门店形态的升级；但放在时间维度里看，它更像是李宁在咖啡这件事上，终于从"试试看"，走向了"要不要做成"。 据咖门报道，这家新店试营业期间，单日营业额将近2万元，也创下了品牌最高的单店业绩。 同样是做咖啡，为什么这一次的「宁咖啡」和三年前，明显不一样了？ 时间线拉回到2022年，当你注册咖啡商标，咖啡只是零售体验的一部分。 公开信息显示，李宁在2022年完成了"宁咖啡"相关商标的注册，并陆续在部分门店中引入咖啡服务。但从当时的呈现方式来看，李宁并未急于把咖啡当作 一门独立生意来经营。事实上，2022年左右，正是企业扎堆儿跨界入局咖啡赛道的一个时间点。 彼时，在具体操作上，宁咖啡更多以"消费满额赠饮"或"到店免费喝一杯"的形式出现，往往被设置在门店的一角，与试衣区、休息区共同构成一种更舒适 的购物环境。咖啡在这一阶段承担的，并 ...

Core Viewpoint - The coffee industry is undergoing a "location revolution," with brands like Luckin Coffee strategically placing stores in unconventional spots to intercept consumers during their daily routines [13][18][45]. Group 1: Innovative Store Locations - Luckin Coffee has transformed a security booth in a Zhejiang industrial park into a mini coffee shop, attracting attention and business from employees [8][12]. - The brand is expanding its presence in unexpected locations such as subway stations, bus stops, and even traditional settings like temples and markets, effectively changing the traditional retail logic from "waiting for customers" to "finding customers" [19][20][42]. - The company has launched stores in high-traffic areas, such as near subway exit gates, allowing customers to order via mobile and pick up their coffee quickly [20][45]. Group 2: Creative Store Transformations - Luckin Coffee has repurposed various structures, including newsstands and shipping containers, into coffee shops, maintaining their original aesthetics while providing modern coffee services [25][26]. - The transformation of traditional spaces into coffee shops is gaining popularity, with many locations retaining their original functions while integrating coffee services, thus enhancing urban convenience [27][29]. Group 3: Expansion Strategies - The trend of "borrowing space" for coffee shops is on the rise, with brands like Nova Coffee partnering with convenience stores and internet cafes to expand their reach efficiently [34][36]. - Nova Coffee recently surpassed 10,000 stores, indicating significant growth and interest in this operational model [37][38]. Group 4: Market Potential - The coffee market in China is still seen as having substantial growth potential, with four local brands already exceeding 10,000 stores, suggesting that consumer demand is far from saturated [43][44]. - The shift in coffee shop presence from traditional settings to everyday locations reflects a broader trend of making coffee more accessible and integrated into daily life [42][46].