Introduction:Lu Zhengyao has once again entered the coffee market with the launch of his new brand, Cotti Coffee, attempting to create differentiation through all-day operations and diversified services. This article provides an in-depth analysis of Cotti’s brand strategy, store format planning, and market positioning, exploring whether it can break new ground in a fiercely competitive landscape, as well as analyzing the core highlights of the team and business model behind it.

Lu Zhengyao, founder of Luckin Coffee, has re-entered the coffee industry by leading the new brand Cotti Coffee (Cotti Coffee) into the market, drawing significant attention from the industry. Although the legal representative registered for the brand is Wang Baiyin, it is widely believed that Lu Zhengyao remains the mastermind behind the scenes. The name "Cotti" is inspired by Italy’s biscotti, symbolizing the perfect combination of coffee and leisure time.

According to data from Tianyancha, Cotti Coffee (Tianjin) Co., Ltd. was established in May 2022 with a registered capital of up to US$100 million, fully owned by MAIN MARVEL LIMITED. Its business scope covers catering services, food sales, and online food transactions. The brand trademark was registered by Shijian Technology (Beijing) Co., Ltd., which has close ties to Lu Zhengyao’s previous business ventures.

Although the legal representative is Wang Baiyin, judging by the brand’s registration background and management team composition, Cotti Coffee is very likely still led by Lu Zhengyao. The main members of the team all come from new economy enterprises founded by Lu Zhengyao, such as Luckin Coffee, Shenzhou Car Rental, and Shenzhou Special Car, carrying a distinct “Lu-style business approach.”

Compared to when he founded Luckin, this latest venture with Cotti Coffee is seen as an upgraded version where Lu Zhengyao combines years of catering experience with market insight. It not only continues the core principle of Luckin’s efficient operations but also incorporates observations over the past two years regarding coffee consumption trends and customer needs, aiming to create a new lifestyle that integrates leisure, dining, and coffee.

It is understood that Cotti Coffee plans to launch two types of stores: one is a standard store with an area of about 80 to 200 square meters, and the other is a mini store smaller than 50 square meters. Such configurations can flexibly adapt to the commercial needs of different locations and facilitate rapid expansion.

In terms of product and service planning, Cotti Coffee clearly adopts an all-day operation approach. From morning coffee paired with Biscotti, to lunchtime meals, afternoon tea snacks, and evening alcoholic beverages, it covers multiple consumption periods throughout the day. This strategy aims to integrate the convenience and cost-effectiveness of Luckin, as well as the strengths of Starbucks in emphasizing spatial experience, while also addressing the shortcomings of both in terms of food offerings and diversified services.

Currently, coffee brands on the market can generally be divided into several major categories: independent boutiques focused on specialty coffee, convenience-focused chain fast-moving consumer stores, large outlets offering comfortable spaces, hybrid operations combining light meals, as well as brands specializing in e-commerce and cross-industry collaborations. Each niche market already has a certain level of competition, making it not easy for new entrants to stand out.

However, Cotti Coffee aims to blaze a new trail in comprehensive coffee operations by integrating the strengths of existing market segments. It not only offers coffee but also combines dining, beverages, and multi-time-period consumption scenarios, meeting modern consumers’ diverse demands for convenience, experience, and value.

Whether Lu Zhengyao can successfully capture the market with Cotti Coffee upon his return remains to be seen. But one thing is certain: if it can execute precisely in terms of product quality, service efficiency, and brand positioning, this new model that combines all-day operations and diverse consumption scenarios does indeed have the potential to become a new force in the market. For consumers, a coffee brand that offers both high cost-performance and comprehensive services is undoubtedly a great boon.

The above content is compiled by CoffeeHunters, a coffee news website.