Kancai 丨 Sports brand "turning" into the coffee track, what does it mean?

The domestic sports brand once again "rolled", this time it is compared to the sideline.

In the first half of this year, Li Ning registered the "Ning Coffee Ning Coffee" trademark and had coffee services in several stores in Xiamen, Beijing and other places.

According to Tianyancha APP, recently, Tuber (China) Co., Ltd. applied for 3 "special coffee" trademarks and 3 "XTEP Coffee" trademarks.

Put a good clothing and don't do it, and run "Circle" on the coffee track. What kind of medicine is it sold in this wave of gourds?

(Ning Coffee Logo. Source: Visual China)

These industries are "staring" on coffee

In recent years, the coffee market has emerged.

In 2019, Sinopec Yijie announced the establishment of a joint venture with the Internet coffee brand "Coffee" to promote the "Yijie Coffee" to enter the gas station consumption channel;

In 2020, Tongrentang, a century -old store, opened a Chinese medicine coffee shop "knowing health";

In 2022, China Post's "Post Office Coffee" officially landed ...

From this point of view, Li Ning and Tuba's joining is not obtrusive, but it is quite novel.

The "cake" of the coffee market, I believe many people have studied. According to data from Ai Media Consultation, the market size of the Chinese coffee industry in 2021 reached 381.7 billion yuan, which is expected to reach 485.6 billion yuan in 2022.

However, sports brands are still a little lonely.

Li Ning uses coffee in the form of a store in the store, and is not sold out. After the store consumes 499 yuan in the store, you can get a cup of coffee for free.

Judging from the "Ning Coffee" that has been opened so far, there are drinks such as raw coconut latte, classic Ning American style, classic Ninga iron and other drinks in the store. strange.

(Ning coffee with a variety of flavors.

Coffee "bait", to attract?

I believe that many people have the same questions as Kan Caijun. Can sports brands make coffee delicious?

As a result, Kan Caijun consulted several people in the coffee industry and sports industry, but the answers received were mostly "good or delicious."

(Network screenshot)

What is the most important?

Middle income groups between 20 and 40 are currently the largest coffee enthusiasts in China. When "coffee" is linked to "young people", it is not difficult to understand the purpose of sports brands.

The coffee business is not a simple sideline. It is likely that through its social attributes, an emotional connection is established with the post -80s, post -90s, and post -00s to break the stereotype of young people on the brand.

The same "sideline" sports brand is Anta.

In March of this year, Anta Group announced that Anta's brand FILA will cooperate with Hyatt Hotel to launch FILA brand hotels, and the hotel business will become the group's new business line.

According to the official introduction, the Fila House Shanghai Hotel will become part of Anta New Shanghai Headquarters. Anta New Shanghai Headquarters includes office buildings, shops, hotels and restaurants. This complex is expected to open in 2024.

Whether it is opening a hotel or selling coffee, it is essentially an innovation of retail terminal consumption experience. Imagine, wearing new shoes on your feet, holding a cup of coffee in your hand, more tide! Must make a circle of friends!

Can domestic sports brands pass through the sideline?

Restening to young people is far more than coffee. Why do you have to choose it across borders?

Let's calculate the cost and profit of the coffee shop first.

As we all know, coffee has high gross profit, but in fact, the net profit of coffee shops is not high. Why?

Renting and decoration are big heads, coupled with artificial, operation, discounts, damage, etc., the cost of opening a coffee shop is not low.

However, there is no such concern in physical stores, and clothing stores, pharmacies, post offices, and gas stations bloom. Data show that as of June 30, 2022, the number of special store stores was 6,251. In contrast, Starbucks has more than 5,000 stores in Chinese stores, and Ruixing is in the early 6,000.

With a large number of physical stores, the cost of selling coffee has been reduced by more than half, and it can make a small profit.

Of course, big brands do not expect to make these small money, and the probability that the operator considers is whether it can reverse the operating dilemma.

Li Ning continued to lose money from 2012 to 2014. It was not until the founder Li Ning re -helped in 2015 that the company's operations improved; after the market value of Tubu fell far from Li Ning and Anta, "falling behind" has long been an indisputable fact.

Although coffee can attract some young people, but if you want to catch them tightly, you have to rely on the main business. The breakout of sports brands is inseparable from its professionalism and innovation to enhance competitiveness. Although the sideline business is good, it cannot be used to the end. What do you think? (Author Liu Yinan)

[Edit: Lu Wei Tang Jiajun (Internship)]

[Source: Kancai · WeChat public account]

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