Introduction:Recently, there have been multiple scams in the market where individuals falsely claim to represent the "Coffee Post Office" to solicit franchise investments. The official brand has issued a statement clarifying that it has never authorized any third parties. This article details the background of the incident, the brand’s partnership model, and how to identify official information, helping prospective investors avoid fraud and understand the genuine cooperation channels and current market conditions.
Recently, "Coffee Post Office (POST COFFEE)" officially issued a stern statement in response to unauthorized individuals or entities using its brand name to conduct fraudulent franchise recruitment activities. The brand emphasized that it has never authorized any individual or company to conduct franchise recruitment in any form, and has initiated legal proceedings against those involved. This incident not only highlights the brand’s strengthened awareness of intellectual property protection but also reflects the various irregularities in the rapidly expanding coffee market.
Recalling February 14 of this year, China Post opened the nation’s first physical "POST COFFEE" store in Xiamen, Fujian, marking its official entry into the coffee industry. Leveraging China Post’s extensive outlet coverage and high national recognition, this move quickly garnered market attention. However, as the brand gained popularity, some unscrupulous individuals took advantage of the "POST COFFEE" franchise opportunity to deceive others, claiming they could help secure franchise rights, only to disappear after collecting substantial fees.
As early as February 18, China Post reminded the public through official channels that "POST COFFEE" was only conducting trial operations at some of its self-operated outlets and had not launched any form of franchise program. This official statement reiterated: The "Coffee Post Office (POST COFFEE)" brand has never signed any franchise contracts or authorization documents with any third party, and any franchise information not from official channels is false.
According to publicly available information, "POST COFFEE" is a joint venture between China Post and Shanghai Zhongyu Kaye Management Consulting Co., Ltd. (later renamed "Shanghai Zhongyu Kaye Coffee Co., Ltd."), with the latter being responsible for daily operations. It is important to note that this operating company has no equity relationship with China Post; the two are strategic partners, not subordinate or hierarchical management entities.
Shanghai Zhongyu Kaye was established in September 2021, with main business scopes including food sales, catering management, and clothing wholesale, focusing primarily on the retail industry. Although it is responsible for the actual operation of the brand, the brand has repeatedly emphasized that all cooperation and franchise information must be based on official announcements. On September 19 of this year, the company further unified its brand identity by changing the name of its official account from "POST COFFEE" to "Coffee Post Office POST COFFEE."
Market analysts suggest that, given the intense competition in China’s domestic coffee market, if "POST COFFEE" aims to achieve nationwide expansion, it must not only rely on China Post’s outlet advantages but also continuously improve in areas such as brand systematization, standardized store operations, and product structure optimization. Especially when expanding into third- and fourth-tier cities — the so-called "lower-tier markets" — balancing brand consistency with localization needs will be a major challenge for future development.
Industry experts caution that when considering investing in any coffee brand, potential franchisees should first verify the brand’s official information, paying attention to whether there are publicly available franchise policies, contract templates, and official contact channels. They should be especially wary of recruitment ads with unknown origins, those requiring large upfront payments, or those promising "guaranteed profits," to avoid falling into fraudulent schemes.
In summary, the official statement released by "POST COFFEE" is not only a response to market irregularities but also an important reminder to consumers and potential investors. When selecting a franchise or cooperation partner, it is essential to confirm information through official channels to protect one's own interests and avoid becoming a victim of illegal activities.
The above content is compiled by CoffeeHunters, a coffee news website.
