Introduction:Cotti Coffee, just one month after opening its first store, became the title sponsor of the 2022 Chengdu Marathon and had previously sponsored the Chinese branch of the Argentina national football team, showcasing an aggressive brand exposure strategy. This new coffee brand, founded by Lu Zhengyao and Qian Zhiya, aims to open 10,000 stores within three years and is rapidly capturing market share through top-tier sports marketing. This article delves into its sports marketing strategy and expansion roadmap, exploring how Cotti is establishing a differentiated position in the fiercely competitive coffee market.
Since the debut of its first outlet, Cotti Coffee (COTTI COFFEE) has been on a fast track, announcing within just one month that it had become the official Chinese partner of the Argentina national football team and had secured the title sponsorship of the 2022 Chengdu Marathon, demonstrating a highly aggressive brand exposure strategy. This emerging coffee brand, created by Lu Zhengyao and Qian Zhiya—key figures from the founding team of Luckin Coffee—clearly aims to leverage the high visibility of international sporting events to quickly boost market presence and consumer recognition.
As one of China's most representative long-distance running events, the Chengdu Marathon is not only certified as an Elite Label Road Race by World Athletics but is also currently the only marathon in China to be shortlisted for the World Marathon Majors. The 2022 edition was held shortly after the Beijing Marathon, attracting nearly 30,000 participants and receiving full coverage by China Central Television, making it one of the most watched global sporting events. By entering the scene at this time, Cotti Coffee undoubtedly hopes to deepen the association of its brand with vitality and perseverance, leveraging the event’s high visibility and positive, healthy image.
Li Yingbo, Cotti Coffee’s Chief Marketing Officer in charge of market strategy, noted in a media interview that the brand’s founding philosophy is akin to running a marathon—facing a long and challenging journey that requires endurance and strategy. He further emphasized that Cotti not only offers high-quality coffee but also aims to convey a positive and healthy lifestyle through its alignment with the spirit of sports. He believes that walking alongside outstanding events and participants will enable the brand to go further and more steadily.
The Chengdu Sports Bureau, the local organizer of the marathon, spoke highly of Cotti Coffee’s partnership. Officials pointed out that Cotti Coffee’s brand philosophy aligns well with the attitude of Chengdu residents who love sports and pursue a healthy lifestyle, and they expect this title sponsorship to bring more energy and buzz to the event. At the same time, this marks Cotti Coffee’s first large-scale foray into sports event marketing, showcasing its bold, challenging, and proactive corporate style.
Notably, Cotti Coffee’s background is not to be underestimated. Its founders, Lu Zhengyao and Qian Zhiya, are both former key figures at Luckin Coffee, bringing extensive experience in the chain beverage market as they embark on a new venture. The brand is positioned as a new Chinese coffee brand, with a target market spanning from first-tier metropolitan areas all the way to fifth-tier towns, demonstrating ambitious plans for nationwide expansion. Li Yingbo revealed that Cotti will focus on sponsoring sports events, collaborating with cross-industry trend IP partners, and engaging in diverse cultural activities, aiming to deliver high cost-performance coffee while providing consumers with a unique brand experience.
At a recent joint operation policy exchange meeting, Cotti Coffee officially announced its brand vision—to become the first-choice coffee brand for Chinese consumers, allowing everyone to easily enjoy quality coffee at approachable prices. The brand has clearly set an ambitious goal to open 10,000 stores within three years, showcasing its determination for rapid expansion. According to internal data at the time, Cotti Coffee already had 15 stores nationwide, located in cities such as Fuzhou, Chongqing, Hangzhou, and Nanjing, including two outlets in Xi’an, indicating its strategic focus covers both bustling eastern commercial districts and inland core areas in the west.
Observing its current market strategy, Cotti continues the early Luckin approach of positioning stores primarily in office buildings, while also adopting a low-price tactic to quickly build a consumer base and brand loyalty. However, in the face of today’s fiercely competitive coffee market—under pressure from both international chains and domestic specialty coffee brands—it remains to be seen whether Cotti can successfully establish a differentiated advantage through sports marketing.
Industry analysts point out that while sports marketing can rapidly boost brand visibility, in the long run, product quality, customer service, and consumer experience remain the key determinants of a brand’s sustainable success. For Cotti, going beyond the hype of marketing campaigns and focusing on deepening the essence of coffee, refining brewing techniques, and selecting high-quality beans will be crucial factors in standing out in the market. For both consumers and industry observers, Cotti Coffee’s next moves are definitely worth keeping a close watch on.
The above content is compiled by CoffeeHunters, a coffee news website.
