In 2017, after traveling to 50 countries, M Stand founder Ge Dong opened a coffee shop called M Stand next to Huashan Road in Shanghai.

Coffee Track has ushered in the most unexpected player - China Post .

htmlOn February 14, the first post office coffee shop in the country - Post Office Coffee, officially opened in Xiamen , which is a direct-operated store made by China Post itself. From the store, the familiar retro green set and the iconic postal box have a strong Chinese postal color. From the perspective of products, there are American, latte, cappuccino and , the cheapest cup is 22 yuan.

Postal Selling coffee, your imagination seems amazing. Previous data showed that relying on its advantages of spreading across the city and rural areas and covering the whole country, China Post has nearly 9,000 investment departments, 54,000 business branches and 420,000 complete information systems for cooperative postal Tesco site resources. There are more than 5,000 stores in Starbucks in China, while there are nearly 6,000 stores in Luckin . According to this scale, the post office coffee will be the first in the country as soon as it is launched. China Post has officially entered the market, which is another microcosm of the popularity of the coffee track. Looking back at 2021, the coffee track is still crowded with investors - Manner, a coffee shop specializing in a few square meters, and it is rumored that a single store is worth more than US$15 million (nearly RMB 100 million); M Stand's valuation has also reached RMB 4 billion after financing. ; There are still three and a half, and the valuation is also easy to be 4.5 billion yuan. Behind the madness is that almost everyone firmly believes that China will have its own Starbucks. In this era, you will never know who your next opponent is.

Post’s first direct-operated coffee shop

One cup of American style 22 yuan, the opening business was oversold

Unexpectedly, China Post started selling coffee again.

htmlOn February 14, China Post’s first post office coffee was launched in Xiamen Guomao Building and officially entered the coffee market. The Postal Coffee Shop is also the familiar retro green set and iconic postal box, with categories including coffee, tea, desserts and post office surroundings.

Among them, coffee and tea prices are between 20-40 yuan, and the store can provide two services: pick-up and delivery to home. Through Dianping, we can see that the cheapest one is classic American style, with a cup of 22 yuan, while the most expensive one costs 38 yuan.

Investment community learned from the Xiamen Post WeChat official account that Post Office Coffee has transformed and upgraded the original Guomao Post Branch, and on the basis of retaining universal postal services, it has superimposed coffee drinks and postal cultural and creative services. After the renovation, the store not only retained the traditional postal service area, but also added tables and chairs for drinking coffee and chatting, and also sold coffee cups and , cultural and creative bags and other peripheral products.

overnight, the inconspicuous small post office turned into an internet celebrity check-in point.

"Drink a cup of coffee and write a letter to the person you love." The post office seized the latest traffic password, and even Slogan focuses on young people.

Netizens working nearby revealed that in just a few days of business, there were a long queue at the entrance of the postal coffee, and the orders were already burst in the store.

, and some users on Dianping said, "It takes more than an hour to buy coffee at noon on weekdays, and there are still 180 cups waiting." Overall, although most consumers do not have the price of post office coffee. Too satisfied, but the coffee taste is still up to date.

China Post is familiar with cross-border coffee making. Long before this post office coffee shop opened, a joint coffee shop had already opened in Shapowei, Xiamen. The same dark green and retro style once attracted tourists to check in. What’s more interesting is that before dabbling in coffee, China Post also sold milk tea.

In June 2021, a China Post Pharmacy in Fujian Province, , opened a milk tea shop - Youyang Tea. The store decoration is smaller and fresher than Post Office coffee. The categories provided include 14 different tea drinks, including pure tea, milk tea, fruit tea, and fruit milk, and the prices range from 7-23 yuan. Like Post Office Coffee, Yixiao's tea quickly became a hot search soon and became a new internet celebrity check-in store.

The investment community saw from the distribution map of China Post’s foreign investment industry that in addition to accounting for 56.25% of its main business, transportation, China Post also has laid out various industries such as leasing commerce, wholesale and retail, finance, culture and sports, accommodation and catering.At present, competition in the express delivery industry is fierce, and the drama of cross-border survival of postal services has been repeatedly staged.

In fact, cross-border coffee selling is not the first to be launched by China Post. Two years ago, Sinopec EasyJet Convenience Store released its new brand EasyJet Coffee and started selling coffee at the gas station. Another time-honored Chinese medicine brand , Tongrentang , which has a history of more than 350 years, also opened a punk health coffee shop. Tongrentang is unique and uses wolfberry, honey and coffee to match coffee. The small pharmacy on the second floor also provides pulse diagnosis services.

After Sinopec and Tongrentang entered the coffee market, "gasoline-flavored coffee" and "Chinese medicine-flavored coffee" have become the targets of many netizens to make fun of. As for Post Office Coffee, netizens also asked soul-searching questions: "Is there any preparation for selling coffee?" "Is it considered a civil servant to work at Post Office Coffee?" "If I can work here, would it be considered to be a state-owned enterprise?" ? "

has more than 50,000 business locations, which is several times more than Starbucks Luckin. Once it is opened, it is the first in the country.

China Post has started its coffee business, and everyone is @Starbucks below the hot comments.

As a coffee giant, Starbucks has been controversial recently. Not long ago, a Starbucks store in Chongqing caused some netizens to boycott because it was suspected of driving away the police officers who were eating lunch boxes at the door. This matter is not completely over yet, and another news is coming - Starbucks has raised its price.

For a long time, Starbucks became synonymous with coffee. In 1999, Starbucks opened its first store at the China International Trade Center in Beijing. This imported brand took nearly 20 years to break the stereotype of coffee that is instant Nestle , and put "" The three-space " mode brings to China. In the 2021 fiscal year annual report, Starbucks' revenue in China reached US$3.67 billion, accounting for 12.6% of its total revenue, and China has become Starbucks' second largest market in the world.

Another coffee giant, Luckin, has been sweeping since its birth in 2017, and is still firm even after experiencing the fraud storm. At the beginning of this year, Luckin had nearly 6,000 stores, and Starbucks had more than 5,500 stores in China during the same period.

However, if you compete with the number of stores, you can't dare to underestimate China Post. This is the most secretive giant. From the perspective of delivery and logistics business alone, China Post has more than 54,000 domestic business outlets and 350,000 convenience service stations There are 100,000 village post stations, and the coverage rate of service outlets and townships has reached 100%.

In addition, China Post also covers 54,000 postal branches, more than 600,000 convenient service franchise points, and more than 600 themed post offices. This means that China Post has at least 50,000 stores available for selling coffee, and once it is spared, it will be considered ferocious.

"As long as it is in China, there is no place where postal express cannot be reached." Compared with Starbucks and Luckin Coffee's difficult expansion, China Post's previous business networks are spread all over the country, and it can open a coffee shop next to it at any time. This cup Coffee can even go to the most remote areas. Once it is expanded, it is the number one in the country, and the imagination of Post Office coffee to expand is amazing.

In this regard, the relevant person in charge of Post Office Coffee revealed that in 2022, in addition to Xiamen, a number of special post office coffee shops will be opened in first- and second-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen. Of course, if you want to use part-time jobs to challenge the giants’ main business that has been deeply rooted in for many years, Post Office Coffee is obviously not yet mature. After all, in addition to the wide distribution of stores, Post Office Coffee’s competitive advantage is not obvious.

In this era, it is not necessarily the one who kills you. Shortly after Starbucks quietly raised its price, Luckin Coffee and Tims Coffee also announced the price increase of some products. Post Office Coffee was born at this time, which can be regarded as a new choice for consumers. Perhaps in another 10 years, everyone's impression of China Post will no longer be just express delivery.

Coffee track kills crazy a store with a valuation of 100 million yuan, and a unicorn was born in batches

China Post sells coffee, which just happened to be in the spotlight.

Coffee is the hottest consumer track in the venture capital circle in recent years. Data shows that the number of coffee-related companies registrations has increased year by year, exceeding 20,000 in 2015. Since 2018, the calmness of the coffee world has been broken. The scale of China's coffee market has exceeded 200 billion yuan, and the per capita coffee consumption is 6.2 cups.On the market, different subdivided types such as freshly ground coffee, hanging coffee , cold brew coffee are emerging one after another, and VC/PE is coming to smell the aroma of coffee.

A small cup of coffee will make unicorns. There is no need to say about Luckin's madness. When Luckin fell silent after fraud, it is hard to imagine that the coffee track is even more lively.

Looking back In 2021, the most popular unicorns in the venture capital circle will have this name - Manner. In 2015, founder Han Yulong opened a 2-square-meter coffee shop Manner in Shanghai. Focusing on small stores and high cost performance, Manner only opened 3 stores in the first three years of its establishment. In 2020, Manner continued its rapid expansion pace and entered cities such as Suzhou , Beijing, Chengdu, and Shenzhen, becoming one of the main forces in encircling and suppressing Starbucks.

In December 2020, Manner announced the completion of a US$100 million financing, with investors including H Capital and Coatue Management, with a post-investment valuation of at least US$1 billion. Within the following year, Manner completed three consecutive rounds of financing, including Temasek Temasek , Meituan Dragon Ball and ByteDance, with valuations rising, rumored to exceed US$3 billion, and even a single store valuation of more than US$15 million.

In addition, another brand M Stand has also become popular. In 2017, after traveling to 50 countries, M Stand founder Ge Dong opened a coffee shop called M Stand next to Huashan Road in Shanghai. Four years later, M Stand completed a round A financing of over 100 million yuan from Challenger Venture Capital and CMC Capital, and won another round B financing of over 500 million yuan in less than half a year. Investors include Heiyi Capital, Gaorong Capital and Challenger. Venture capital, CMC Capital, Qicheng Capital, etc. have a post-investment valuation of approximately RMB 4 billion.

This is just the tip of the iceberg. In the ranks of offline fine coffees, Yingji Coffee, Seesaw, Nova Coffee, Tims, Yika, ZooCoffee and others have successively completed multiple rounds of financing, with many pursuers and opening stores one by one, which is spectacular.

and online channels, many coffee brands such as Sumidachuan's ear bag , Sandun and a half freeze-dried powder, Yongpu and Shicui's cold-brew concentrate, room-temperature concentrate, etc. have been active in the consumption list of e-commerce platforms all year round. On the single side, star startups have also emerged.

Why do investors continue to enter the coffee track? Every investment institution will talk about this logic - although coffee is something overseas, China will definitely have its own coffee brand. At the same time, the coffee track is very large, with the benchmark company Starbucks worth 130 billion US dollars, and this market has been proven.

From the track point of view, players who can achieve large-scale chains in the coffee industry will be more scarce than those in the tea track. A VC partner who invested in consumption led a team to investigate the coffee market and made a judgment: today, with the increasing national confidence, China will definitely give birth to its own Starbucks. (Investment World)