Sports Brand Step Plan Cross -border Coffee Selling Coffee Application Registration Related Trademark Coffee becomes the first choice for multi -brand cross -border

□ Chutian Metropolis Daily Ji Dao Journalist Kang Xuyang

The coffee industry may add another cross -border player. Recently, it is reported that the sports brand Tubou plans to enter the coffee market.

According to the information of Tianyancha, on August 18, Tubo applied for a total of 6 coffee -related trademarks, including 3 "special coffee" trademarks and 3 "XTEP COFFEE" trademarks. At present Non -registered successfully.

Jimu Journalists sorted out and found that since this year, the "NING COFFEE Ning Coffee" created by Li Ning and the post office coffee created by China Post have entered the coffee track across the border. Why is the coffee market so favored by the brand?

Step application coffee trademark

Recently, Tuban's cross -border entry into the coffee market has caused heated discussions. Jimu reporters learned that the brand's coffee business has not yet landed, and related trademarks are still in the application stage.

According to the information of Tianyan, on August 18, Tub (China) Co., Ltd. applied for a total of 6 coffee -related trademarks, which are currently in the "waiting for substantial review". The 6 trademarks include 3 "special coffee" trademarks and 3 "XTEP COFFEE". Each application for registered food, advertising marketing, and catering accommodation.

Yesterday, Jimu Journalists visited Wuhan offline Tub store and learned that the brand has no coffee -related business in Han. A specialty store clerk in Jianghan District said that he did not receive a notice from the company, and it was unclear whether there was a plan to open a coffee shop.

According to media reports, Tuba replied that Tepon's more accurate positioning is service, not business, mainly to improve the diversified level of membership services and meet the extension of store consumers shopping. There is no plan to open a coffee shop independently in the future.

Relevant personnel of the company's marketing department revealed to the media that it is only planned to open the first pilot at the flagship store of Chunxi Road in Chengdu. It is located on the second floor of Chunxi Road Store and will provide a variety of coffee and tea.

The 2022 mid -term performance announcement disclosed by Tubu International showed that in the first half of 2022, Tubo International achieved revenue of 5.684 billion yuan, an increase of 37.5%year -on -year, and net profit was 590 million yuan, an increase of 38.4%year -on -year. As of June 30, 2022, a total of 6,251 in Mainland China and overseas were mainly operated by authorized distributors.

According to industry analysts, Tuba has the advantages of a large number of retail stores. Laying coffee services in stores is one of the ways to increase customer experience and increase customer stickiness in the future.

Multi -brand cross -border coffee

Prior to the application for registered coffee -related trademarks, the coffee business of brands such as China Post, Sinopec, Tongrentang, and Li Ning had landed.

Li Ning, who is also a sports brand, launched the "NING COFFEE Ning Coffee" brand, and opened its first store in Xiamen in May this year. Subsequently, the coffee stores in Guangdong and Beijing also appeared one after another. Latie and other drinks. Li Ning had publicly responded that Ning Coffee positioning was an innovative attempt for the retail terminal consumption experience link. The main goal was to improve the comfort and experience of customers during shopping.

Why are the brands aiming at the coffee track? IPG China Chief Economist Bo Wenxi said that on the one hand, because the coffee industry has strong growth, on the other hand, these cross -border brands have a large -scale store advantage and consumption scenario, and they have a high degree of fit with the coffee industry. And synergy.

According to the data of Ai Media Consultation, the size of the Chinese coffee market in 2021 was about 381.7 billion yuan, and the concept of Chinese consumer diet changed. Coffee gradually became popular in Chinese consumers' lives. The Chinese coffee market entered a stage of high -speed development. It is expected that the industry will remain maintained. The growth rate of 27.2%increases, and the scale of China's coffee market will reach trillions in 2025.

"In the context of consumption upgrades, coffee has become a key consumer field of social networking. Many brands of audience and coffee audiences are highly overwhelmed. They also have certain advantages in making coffee cross -border. For example, mature supply chain The system, logistics system, and storefront. "Wang Peng, an associate professor of the Intelligent Social Governance Center of Renmin University of China, said that the brand's cross -border coffee cannot follow the trend. To get out of differentiated paths, work hard on quality and service.

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