Introduction:In 2017, Coffee Wings successfully listed on the New Third Board, drawing significant market attention, backed by star-studded capital including He Jiong, Chen Ou, and Yao Jinbo. This article delves into the strategic insights shared by founder Yin Feng at industry summits, analyzing how this entertainment-focused coffee brand broke through in a fiercely competitive market and captured the trends of a new generation of consumers through a dual-driven approach of "IP crossover" and "data capital."
In March 2017, Coffee Wings officially went public on the New Third Board. Founder Yin Feng, together with celebrity investors such as He Jiong, Chen Ou, and Yao Jinbo, quickly became the center of attention. Positioned as an "entertainment + coffee" brand, it was not only a rising star in the F&B industry but also regarded as a model of cross-industry operation. How did it stand out in the competitive market and achieve steady growth?
At the "2017 China Catering Investment and Innovation Storytelling Conference" hosted by the catering O2O sector, founder Yin Feng delivered a speech titled "The Capital Path of Cross-Industry Catering Driven by Data and IP," where she explained the brand’s core strategy in an accessible way. She introduced four key terms—"IP, crossover, data, and capital"—revealing how the brand has secured its footing in the era of Catering 3.0.
Yin Feng pointed out that the market has entered a new consumption era. According to data from the Meituan platform, the post-80s and post-90s generations account for 70% to 80% of overall market consumption power. This demographic makes quick consumption decisions, values personal preferences and emotional connections, and is not easily swayed by price alone—offering a prime opportunity for brand personification and community management.
She further analyzed that China’s catering market is gradually moving toward refinement, standardization, and legalization, laying the foundation for brands to enter the capital market. Many catering enterprises have thus gained the confidence to become publicly traded companies, and Coffee Wings chose to list on the New Third Board in this context to further expand its capital and brand trajectory.
Regarding brand development strategy, Yin Feng outlined two main approaches: one is resource integration, which leverages brand strength to consolidate existing resources and supply chains to quickly capture market share; the other is strategic layout, focusing on continuous innovation of core products and upgrading user experience, using NPS (Net Promoter Score) to continuously attract new customers and retain existing ones, forming a positive cycle.
On the topic of "IP strategy," Yin Feng believes that the brand itself can become an IP, just as He Jiong and Yao Jinbo are influential personalities in their own right. By integrating entertainment elements into the brand, Coffee Wings not only offers coffee and meals but also conveys a lifestyle and social value, successfully shaping the image of "China’s premier entertainment coffee brand."
The so-called "crossover strategy" involves combining light coffee dining with celebrity influence. For example, celebrities are no longer just endorsers but become "brand representatives" whose lifestyles and tastes directly influence the brand's image and product selection. At the same time, the brand encourages users to become "celebrity-like," allowing each customer to find their own lifestyle at Coffee Wings, thereby further strengthening brand loyalty.
On the level of "data-driven" operations, Yin Feng revealed that Coffee Wings spent 17 years developing a comprehensive internal catering management system, covering key areas such as ERP, SCM, COPM, and OPM, enabling automated operations and precise decision-making. This system not only improves operational efficiency but also lays a solid foundation for future expansion and franchise management.
Additionally, in terms of product strategy, the brand adopts an "anthropomorphized product offering" and "weekly product rotation" approach, assigning each new product a unique character and story, allowing consumers to feel not just a commodity but to participate in an engaging brand narrative. At the same time, it extends the consumption scene through merchandise such as pillows, keychains, and phone cases, deepening the emotional connection between customers and the brand.
Finally, in terms of "scene and membership management," Coffee Wings strives to create an urban "third space," offering not just beverages and food but also a relaxing, interactive living environment. Through member interactions and online-offline events, the brand builds deeper relationships with customers, making every purchase a continuation of the brand story.
The above content is compiled by CoffeeHunters, a coffee news website.
