after “postal oxygen tea”, China Post officially crossed the border to the coffee track.
According to the microblog “post office coffee” announced on February 16, recently, the country’s first post office coffee shop landed in Xiamen . “This is China Post’s official entry into the coffee field. This time, the national team is coming for real!”
The reporter noted that as a national team express enterprise, in recent years, China Post has gone farther and farther on the cross-border road, which has also attracted the attention of the public. In addition to the “postal oxygen tea” previously searched, many netizens said that they had also seen pharmacies, cultural and creative stores and bars opened by postal services, and even netizens began to “make moves” to open a gym for China Post across the border, named “postal oxygen exercise”
cross border “addiction” of China Post
According to the official wechat of “post office coffee”, post office coffee is the integration of coffee and postal service. The post office is no longer a simple postal service place, but a new scene that can socialize, taste high-quality coffee products and experience postal culture.
As soon as the post office coffee appeared, it attracted a lot of attention. From February 16, netizens from different cities asked “how to join” under the microblog. this afternoon, “post office coffee” responded that it has not joined this model for the time being.
the reporter noted that “post office coffee” has launched a wechat applet, and the only store available is a “post office coffee international trade store” located in Xiamen. At present, there is an activity of “charging 999 and sending 332”. wechat shows that the main operator of the applet is “Shanghai Zhongyu Kaye Management Consulting Co., Ltd.”. Tianyancha shows that the company was founded on September 1, 2021 and has no relationship with China Post in terms of equity. In addition, in January this year, the registered capital of the company increased from 1 million yuan to 20 million yuan.
According to Yinshi finance, a previous recruitment notice of the company shows that Shanghai Zhongyu Kaye Management Consulting Co., Ltd. is a management consulting company on coffee brand operation and coffee chain operation. The headquarters of the company is located in Shanghai Shanghai Lujiazui Finance & Trade Zone Development Co.Ltd(600663) with strong coffee culture. The company is responsible for the early store investment and later operation of post office coffee.
As a wholly state-owned enterprise focusing on postal service, express delivery, logistics, finance and e-commerce, China Post has crossed the border for many times in recent years, which has attracted a lot of attention from the outside world. Last year, a milk tea shop in Fuzhou, Fujian Province called “post oxygen tea” was searched. In addition, many netizens said that China Post also opened pharmacies, and netizens saw post office bars when traveling in Huangshan Hongcun. The reporter inquired about the public comments and found that Hongcun post office has become an online Red punch in point. In addition to buying souvenirs and sending postcards, the post office also has resident singers.
Tianyancha information shows that in April 2021, the business scope of China Post Group added the sales qualification of class I medical devices, household appliances, electronic goods, furniture, automobiles and other products, as well as retail drugs, tobacco and other contents. In addition, China Post also registered a series of trademarks such as China Post medicine, China Post health and China Post pharmacy last year.
can postal coffee fire?
It can be seen from various cross-border store opening cases of China post that the pharmacies, milk tea shops and coffee shops opened by China post are not relocated, but the transformation of existing postal outlets. Users can experience a variety of services such as tasting coffee and milk tea, buying souvenirs, writing postcards, handling postal business and so on.
Sun Wei, senior researcher of brand marketing at Tsinghua University, told reporters that the diversified cross-border operation of postal services is conducive to improving more passenger flow, promoting its main businesses such as savings financial services and postal services, and solving more employment for the society. Such ecological complementarity and mutual benefit can be appropriately optimized according to local conditions.
Behind China Post’s official entry into the coffee track, the coffee track has once again become the darling of capital in 2021. In the past year, nowwa coffee and man have won more than 100 million financing, while m stand, Tim Hortons China, Shicui secre and other brands have obtained multiple rounds of financing in a year. According to tianyancha data, there were nearly 30 financing events in the coffee industry last year, with an overall financing amount of more than 17 billion yuan and a record high financing amount.
many giants have also crossed into this field. in 2019, Sinopec spread the news of opening cross-border coffee shops. At the end of 2020, Sinopec Yijie announced the establishment of a joint venture with internet coffee brand “Lian coffee” to promote “Yijie coffee” to enter the consumption channel of gas stations on a large scale. In 2020, the century old store Beijing Tongrentang Co.Ltd(600085) also opened a traditional Chinese medicine coffee shop “Zhima health”. It is reported that this is the landing product of Beijing Tongrentang Co.Ltd(600085) new retail transformation. After officially entering the coffee field, post office coffee will successively open a number of characteristic post office coffee shops in first and second tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen in 2022.
It’s easy for the catering giants across the country to have cross-border outlets for many years. Sun Wei said that coffee is becoming a mainstream consumer drink with strong social attributes. China Post has a wide distribution of outlets. At the same time, its low rent can be ignored, and the cost of coffee is also low, which contributes to the natural cost advantage of China Post as a coffee chain; At the same time, China Post has strong financial capital advantages and brand advantages, which naturally owns private coffee brands.
However, at present, the cross-border opening of milk tea shops and coffee shops by established enterprises is more of a gimmick. After the heat fades, it still needs to make a question mark whether they can continue to attract users’ attention and become a new profit growth point.
When the hot search and popularity of “mail oxygen tea” triggered netizens to punch in offline, Zhu danpeng, an analyst of China’s food industry, once said that milk tea and coffee are the two Gemini categories most favored by the new generation and with the highest consumption quality. From the perspective of the core needs and demands of the whole new generation, the tuyere category must be a category in which various enterprises compete to enter the market. However, only relying on the advantages of scale and stores can not be transformed into the competitive advantage of enterprises. For example, every other line is like a mountain. It puts forward updated requirements for quality, brand, scene, service system and customer stickiness. These can not be played with scale effect and capital.
