Core Viewpoint - The current fresh coffee market in China is experiencing rapid growth, with a significant increase in consumer demand for fresh and professional coffee beverages. Companies like Guming are leveraging their strengths in the tea beverage sector to expand into the fresh coffee market, focusing on fresh ingredients and affordability as key competitive advantages [1][9]. Market Dynamics - The fresh coffee market is witnessing explosive growth in third and fourth-tier cities, with order volumes increasing by over 250%. This has led to intense price competition among brands, including international giants like Starbucks and local brands like Luckin and Kudi, all vying for the attention of young consumers in these areas [2][4]. - Guming has successfully differentiated itself by balancing quality and price, capturing the interest of young consumers in county towns. As of June 2025, Guming's fresh coffee products are available in over 7,600 stores nationwide, ranking among the top five in the country [2][4]. Product Strategy - Guming's coffee products are priced between 8.9 to 18 yuan, significantly lower than similar offerings from Starbucks, which can be three times more expensive. The company emphasizes high-quality ingredients, such as fresh milk and award-winning coffee beans, to ensure a superior taste experience [8][10]. - The company has achieved a high repurchase rate of 53% in lower-tier markets, well above the industry average of 30%, indicating strong consumer loyalty [8][9]. Supply Chain Efficiency - Guming has established a robust supply chain that allows for fresh ingredients to be delivered quickly, with a focus on maintaining the freshness of coffee beans within 30 days from roasting to store use. This is a significant improvement over the industry standard [9][11]. - The company operates 22 warehouses, including a large cold storage facility, and has a logistics network that enables efficient distribution, reducing delivery costs to 50% of the industry average [11][13]. Competitive Positioning - Guming's strategy includes targeting the "mid-price range" of 10 to 17 yuan, avoiding direct competition with lower-priced brands and high-end offerings. This positioning allows Guming to appeal to consumers seeking quality at a reasonable price [15][16]. - The company has also focused on product innovation, launching new coffee products frequently and adapting to regional preferences based on consumer data, which has helped convert tea drinkers into coffee customers [18][19]. Future Outlook - Guming aims to increase its coffee product sales to 10% of total sales by 2025, with expectations of significant revenue growth from its presence in lower-tier markets [14][15].

目前，古茗已构建起满足不同需求的现磨咖啡产品线。经典款有美式咖啡、鲜奶拿铁、生椰拿铁、焦糖 丝绒拿铁等，选用IIAC金奖豆搭配鲜牛奶/定制生椰乳。特色款有苹果流沙美式、大橘美式、冰咖小白 柚、提拉米苏拿铁等。 2025年5月底，古茗推出年度重磅产品"Good轻椰拿铁"（低脂低能量，搭配铂金豆与轻盈椰云顶），进 一步满足用户的健康需求。近日新上线的香草籽系列拿铁，含香草奶砖拿铁与香草籽拿铁两款产品。 责任编辑：尉旖涵 6月23日，古茗官宣吴彦祖成为古茗咖啡品质合伙人，同步启动"全场咖啡8.9元"限时活动。古茗透露， 截至2025年6月，其现磨咖啡产品已覆盖全国超过7600家门店，跻身全国前五之列。 目前，古茗依托覆盖全国的22个仓库及高效物流网络构成的自有冷链体系，能够实现为97%的门店提供 两日一配的冷链配送，适配现磨咖啡对"新鲜"的核心要求。据了解，古茗围绕"新鲜"进行几个关键升 级。 其中，围绕咖啡豆，一是极致的新鲜周期。据古茗咖啡研发人员介绍，古茗已将咖啡豆从生豆烘焙到门 店使用完全链路控制在30天内。二是升级咖啡豆品质及烘焙工艺。咖啡豆精选巴西、哥伦比亚、埃塞俄 比亚、云南四地100%阿拉比卡豆，慢火 ...