Tubu, Li Ning, started selling coffee

Following Li Ning, Tubo will also sell coffee in the store.

Recently, Tianyancha shows that Tubou (China) Co., Ltd. is applying for 3 "special coffee" trademarks and 3 "XTEP COFFEE" trademarks. The international classification of these trademarks includes convenient food, catering accommodation, and advertising sales. It is currently waiting for the actual situation. Examination status.

This move was interpreted by the industry as Tsobe's into the coffee market. In this regard, on September 14, the relevant staff of Tubu said in an interview with reporters that Tubou currently only plans to open the first pilot at the flagship store of Chunxi Road, Chengdu, which will provide a variety of coffee and tea. Open a coffee shop. "

Data source: Tianyancha

The above -mentioned staff told reporters that coffee -related trademarks are applying for registration and have not been formally approved. "The more accurate positioning of special coffee is service, not business, mainly to improve the diversified level of membership services, meet the extension of store consumers shopping, and provide a better store experience."

Tub's main business is the production and sales of sports shoes and clothing. Its products cover shoes, clothing and accessories, etc. It owns many brands such as Tubu, Ge Shiwei, Paladin, Sononi, Mai Le. In June 2008, Tuban landed on the Hong Kong Stock Exchange. From this year's performance, Tub's main business is still growing rapidly. In the first half of 2022, Tuba achieved operating income of 5.684 billion yuan, an increase of 37.46%year -on -year; the net profit attributable to the company's shareholders was 590 million yuan, a year -on -year increase of 38.17%.

Tub is not the first domestic sports fashion brand to be interested in coffee. In May this year, Li Ning also applied for registered coffee -related trademarks, and has launched coffee services in stores in Beijing, Guangdong, and Xiamen.

Compared with the chain coffee brand, Tub and Li Ning have the advantages of the store when laid out coffee. According to the financial report, as of June 30, 2022, there were 6,251 stores in Mainland China and overseas. Li Ning had 7,112 sales outlets such as franchise dealers, directly operating retail, and Li Ning Young. At present, Ruixing, the highest number of domestic coffee brands, is 7,195 in the first half of this year.

However, in the view of Tang Xiaotang, the founder of the Fashion Chinese Network, despite the large number of stores, Li Ning and Tuban may not spread the coffee business on a large scale in the store. He told reporters that some luxury brands sell coffee in the store, mainly to improve the user experience and attract consumers to check in. Their brand tone is to provide a lifestyle. There is such a goal for selling coffee in the store, but the tone of coffee is not matched with the brand tone and consumption scene of Tobe Li Ning. To set up a coffee area in the store, it is also necessary to allocate manpower and resources. It is not cost -effective from the perspective of Ping effect. "Tubu and Li Ning are more likely to sell coffee in some flagship stores, as an output of the brand image."

Prior to Tuber Li Ning, there were multiple luxury brands cross -border coffee shops. In June this year, Maison Margiela launched the world's first cafe in the boutique in Chengdu; in July 2021, after Beijing, Ralph Lauren opened the second Ralph ’s Coffee in Shanghai in Shanghai. Time is a little bit. In July 2020, Burberry opened the world's second cafe Thomas ’s in Shenzhen's flagship store.

Source: New Evening News, Southern Metropolis Daily

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