以下文章来源于天下网商 ，作者天下网商 天下网商 . 记录互联网商业的人物和故事。 万店格局，四足鼎立。 文 ｜ 金雅 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 ...

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].

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 ...