Recently, Li Ning was exposed to be applying for the trademark of "Ning coffee", which means that Li Ning will also start selling coffee after leading enterprises such as China Post, PetroChina (601857), Sinopec (600028), Tongrentang (600085) and Wanda sell coffee across the border.

Li Ning applies for coffee trademark and will sell coffee in the store

Li Ning, a well-known sports brand, applied to register the trademark of "Ning coffee". "Ning coffee" shows that Li Ning Sports (Shanghai) Co., Ltd. applied for registration and is internationally classified as catering and accommodation.

According to the Southern Metropolis Daily, Li Ning responded to the application for the registration of the trademark "Ning coffee", hoping to improve customers' comfort and experience during shopping by optimizing in store services. Providing coffee service in the store will be an innovative attempt of Li Ning for the retail terminal consumption experience. As for when the store will officially sell coffee, Li Ning said that there is no more information to disclose. According to the financial report of 2021, Li Ning, including franchised dealers, has a total of 7137 stores.

According to Beiqing finance and economics, a little red book blogger said that in early February this year, he saw a coffee cart marked with "Li-Ning" at the door of a new Li Ning store in Zhanjiang City, Guangdong Province, with the words Li Ning logo x Cafe printed on the hood. In the post, the blogger mentioned that you can drink a cup of Li Ning coffee for free at any consumption in Li Ning store, and the logo of the cup is also a common Li Ning brand style.

However, in the opinion of Lin Yue, the chief analyst, most of Li Ning's stores are just a foundation. The business formats of coffee and shoes and clothing are different. Consumers who want to buy clothes, shoes and hats usually don't want to enjoy a cup of coffee in the store, and coffee will occupy the experience space of the store.

Lin Yue told reporters that Li Ning's cross-border range is too large. Consumers are willing to experience it unless there are joint brands. Otherwise, it may only be an extended service. "Usually, the consumption scenario of coffee needs two conditions: one is comfortable space and the other is high-quality products. Only one of them can pry the market."

There is no doubt about the potential of domestic coffee market

Li Ning is not the first cross-border coffee brand. Previously, China Post, PetroChina, Sinopec, Wanda, Tongrentang and other enterprises have been involved in the coffee business. According to statistics, the market scale of China's coffee industry is expected to maintain a growth rate of 27.2%, much higher than the global average growth rate of 2%. In 2025, the market scale of China's coffee industry will reach 1 trillion yuan, showing a trend of continuous expansion.

There is no doubt about the potential of the domestic coffee market. China's coffee market has entered a stage of rapid development. The scale of China's coffee market is about 381.7 billion yuan in 2021. It is expected that the industry will maintain a growth rate of 27.2%, and the scale of China's coffee market will reach 100 billion yuan in 2025.

The layout of capital was accelerated, and the cross-border "battle" of famous enterprises and the "scuffle" of coffee track were opened

Under the focus of capital, new and old forces take turns to play, "financing, expansion and soaring valuation" are staged among coffee gold miners in turn. From the perspective of "gene", the players of this round of freshly ground coffee wave can be mainly divided into three parties - chain giants led by Starbucks and Ruixing, coffee "upstarts" surrounded by capital represented by manner, seesaw and M stand, as well as China Post and PetroChina, which have started cross-border coffee business in recent years.

Obviously, with the help of capital, the expressway of the coffee track has been paved, the competition between various players and the scuffle between old and new forces have begun, and how the market pattern evolves may be known within three to five years.

No matter what entrepreneurs do across the border, the first thing is to apply for a trademark. Li Ning coffee has not been launched yet. The coffee trademark has been designed and submitted a trademark application. Do a good job of protection in advance, and you will have no worries about opening a store in the future.

When you have a new idea and want to implement it, remember to register the trademark in advance and get the trademark certificate; When we want to expand new tracks and develop new products, the key at this time is to apply for patents and registered trademarks in parallel to protect technological innovation. At the same time, brand protection can not be left behind.

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