Introduction:As domestic coffee consumption continues to heat up, the new-style tea brand Lelecha has launched an independent coffee brand, "Doudou Le," testing the market with its first store in Shanghai. Continuing Lelecha’s commitment to quality, Doudou Le focuses on creative coffee drinks such as the “Dirty Series,” with prices ranging from 15 to 28 RMB. It also attracts younger audiences through cross-industry marketing. This article takes an in-depth look at Doudou Le’s product strategy, store features, and market layout, while exploring the challenges and opportunities for tea brands venturing into the coffee segment.
In recent years, domestic coffee consumption has seen steady growth, attracting numerous brands to join the competition. The new-style tea brand Lelecha recently introduced its independent coffee brand—Doudou Le—and opened its first physical store in Shanghai. This move follows in the footsteps of other tea brands such as Nayuki’s Tea, signaling that coffee has become a new focus for tea companies looking to expand their territory. Doudou Le carries on Lelecha’s tradition of strict product quality standards, launching a variety of creative coffee drinks including the “Dirty Series,” with price points set between 15 and 28 RMB to appeal to the mass market with an affordable strategy.
LELECHA Lelecha, as an emerging brand centered around “tea + soft bread,” has long adhered to the brand philosophy of “happiness, oriental craftsmanship, and artistry.” It is committed to integrating tea culture with modern trends and promoting the youthfulness and technological advancement of tea beverages. Lelecha was not only a pioneer of the “dirty bun” concept in the Shanghai area, but its signature Dirty Tea series has also become deeply rooted in consumers’ minds, earning the brand a high level of market recognition.
Although Doudou Le operates independently under the Lelecha umbrella, the two brands maintain a close connection. In terms of product design, Doudou Le carries on Lelecha’s creative DNA by introducing coffee drinks featuring characteristics of the “Dirty Series,” successfully appealing to existing customers familiar with the Lelecha style. Additionally, in terms of online ordering systems, Doudou Le shares the same mini-program platform with Lelecha. Customers can easily locate both brands’ stores and enjoy the convenience of shared membership points, enhancing the overall consumer experience.
In terms of store style, Doudou Le leans more toward a minimalist and functional design compared to Lelecha. Its storefront features an oval shape reminiscent of a coffee bean, with seating areas both indoors and outdoors to create a comfortable resting space. Coffee packaging centers around the playful smiling emoji from the brand logo, presenting a clean and bright visual style that clearly differentiates it from Lelecha’s vibrant and lively aesthetic, highlighting a professional image for the coffee category.
As part of the Lelecha Group, Doudou Le inherits the parent brand’s rigorous attitude toward ingredients and production processes. Lelecha has long been known for its high-standard tea quality, with some tea bases even being self-developed recipes. For baked goods, the brand insists on handmade production on-site and is supported by a professional team with over ten years of baking experience. Doudou Le is equally meticulous in selecting coffee ingredients. Currently, the store’s menu focuses on coffee offerings, including the Dirty Series, classic espresso drinks, and a selection of single-origin coffee beans from around the world. These cover various brewing methods such as espresso and pour over, catering to diverse taste preferences.
According to industry observers, Lelecha’s launch of Doudou Le is primarily aimed at creating a new growth curve for the brand. By attracting different consumer groups through the coffee category, the brand seeks to achieve its strategic goal of customer acquisition. Compared to the tea beverage market, the coffee market offers higher consumer stickiness and market stability, but it also places higher demands on product quality and brand positioning. Tea brands generally face the challenge of short product life cycles, making innovation speed and R&D capabilities key factors in maintaining market competitiveness.
It is worth mentioning that Doudou Le is not Lelecha’s first attempt at cross-industry collaboration. The brand has previously partnered with well-known names such as NetEase Yanxuan, Coca-Cola, and Mentholatum. Through diverse marketing activities and engaging social elements, Lelecha has interacted with young consumers, strengthening its brand image and expanding its influence among younger audiences. These experiences also provide valuable references for Doudou Le’s future marketing strategies.
The above content is compiled by CoffeeHunters, a coffee news website.
