Core Viewpoint - JD.com has launched its fresh beverage brand "Qixian Coffee," aiming to provide a healthier and fresher coffee experience using only fresh milk [1] Group 1: Product Offering - Qixian Coffee emphasizes the use of fresh milk, avoiding creamers and non-dairy products, and aims to enhance both nutritional value and taste [2] - The selected high-calcium fresh milk contains 4.0 grams of protein and 130 milligrams of calcium per 100 milliliters, sourced from a premium dairy farm in Ulanqab [2] - Signature products include fresh milk lattes and have received positive feedback from consumers [2] Group 2: Market Expansion - Qixian Coffee is expanding steadily, opening 3 to 5 new stores weekly, with plans to cover major districts in Beijing by the end of the year [4] - The brand is collaborating with other coffee brands for product development and supply chain synergy, including a partnership with MINI-CO for new product offerings [4] - Qixian Coffee is actively recruiting various venue partners, including supermarkets, restaurants, and hotels, to broaden its market presence [4]

Core Insights - The company has announced that actor Wu Yanzu has become a quality partner for Guming Coffee, launching a limited-time promotion of coffee priced at 8.9 yuan nationwide [1] - By June 2025, Guming aims to have its freshly brewed coffee products available in over 7,600 stores across the country, positioning itself among the top five in the market [1] - Guming has established a proprietary cold chain system supported by 22 warehouses and an efficient logistics network, enabling 97% of its stores to receive cold chain deliveries every two days [1] Product and Quality Upgrades - Guming emphasizes freshness in its coffee offerings, controlling the entire process from green bean roasting to store usage within 30 days [1] - The company sources 100% Arabica beans from Brazil, Colombia, Ethiopia, and Yunnan, and has optimized its roasting and blending techniques [1] - Guming's espresso blend coffee beans won the Gold Award at the 2024 IIAC International Coffee Tasting Awards, and its new medium-roasted beans received the Platinum Award at the 2025 IIAC [1] Ingredient and Equipment Enhancements - The company has upgraded its ingredients to include fresher, customized materials, such as fresh milk, customized coconut milk, and HPP cold-pressed juices, ensuring quality through rapid freezing and real-time temperature monitoring [1] - Guming has also enhanced its store equipment by equipping them with Swiss-imported commercial coffee machines [1] Product Line Expansion - Guming has developed a diverse range of freshly brewed coffee products, including classic options like Americano, fresh milk latte, and caramel velvet latte, using IIAC award-winning beans [2] - The company launched the "Good Light Coconut Latte" in May 2025, catering to health-conscious consumers with low-fat and low-calorie options [2] - Recently introduced products include the Vanilla Seed series lattes, featuring Vanilla Milk Brick Latte and Vanilla Seed Latte [2]