Introduction:When specialty coffee meets convenience retail, NOWWA Coffee and Fujian’s leading convenience store chain Jianfu have joined forces under a co-branding model to launch an initial wave of 150 stores. This collaboration not only accelerates brand penetration in second- and third-tier cities but also reduces operational costs through shared supply chains. This article takes an in-depth look at the partnership model, expansion blueprint, as well as the business advantages and challenges of convenience stores venturing into coffee.
Another new case has emerged in the cross-sector collaboration between specialty coffee brands and convenience store chains. Recently, NOWWA Coffee officially announced a strategic partnership with Jianfu, Fujian’s largest convenience store group. Through a "brand co-branding" model, the first wave has launched 150 co-branded stores, primarily serving consumers in the Fujian region. This strategy not only allows NOWWA to leverage the existing efficient logistics network and low-rent advantages of convenience stores but also injects differentiated, high-margin coffee offerings into Jianfu.
Founded in 2019 by a senior team from Ele.me, NOWWA Coffee is headquartered in Shanghai. With ready-to-drink, low-cost yet high-value freshly brewed coffee as its flagship product, the brand currently operates over 1,800 physical locations across more than 160 cities nationwide. To break through the saturation of first- and second-tier markets, NOWWA has launched a "coffee+" diversified co-branding initiative, actively forming alliances with internet cafes, hotel chains, bakeries, and convenience stores to create a coffee experience that’s closer to consumers’ daily lives.
The other party in this collaboration—Jianfu Convenience Store—belongs to Xiamen Jianfu Chain Management and is the highest market-share convenience store brand in Fujian Province. According to data from the China Chain Store & Franchise Association in 2018, Jianfu ranked 14th nationwide with 1,300 outlets, firmly holding the top spot in Fujian. Its network has now expanded to nearly 2,000 stores, covering not only Fujian but also Jiangxi and Sichuan provinces. Most outlets are located in densely populated areas and transportation hubs, offering inherent foot traffic advantages.
For coffee brands, fixed costs such as store rent, labor, and utilities often make up a significant portion of total expenditure—and this is exactly why NOWWA chose to collaborate with convenience stores. By sharing existing spaces and infrastructure, the brand can drastically reduce initial investment barriers and operational pressure while accelerating return on investment. Additionally, convenience stores generally have mature and efficient supply chain systems, helping stabilize the quality and cost of coffee beans and materials, thereby further improving overall operational efficiency.
Industry observers note that competition in China’s coffee market has reached a fever pitch, with brands like Luckin, Cotti, and NOWWA not only fiercely competing on price but also actively targeting lower-tier markets. Compared to traditional standalone outlets, the co-branding model allows for more flexible entry into second- and third-tier cities and enhances brand visibility and reach through existing convenience networks. NOWWA plans to expand its co-branding collaboration with Jianfu to 500 stores by 2024, with an even more ambitious target of 2,000 stores by 2025, covering Fujian, Jiangxi, Sichuan, and Jiangsu provinces comprehensively.
In fact, convenience stores venturing into coffee is nothing new. Several international chain brands, including 7-Eleven, have long integrated freshly brewed coffee services into their outlets, combining them with ready-to-eat meals to offer a one-stop shopping experience, successfully attracting consumers who value both convenience and quality. This trend shows that convenience stores are no longer just replenishment stations for daily necessities but are gradually transforming into comprehensive lifestyle hubs that meet immediate needs—and coffee is one of the most promising growth categories within them.
Market analysts indicate that in an environment with numerous brands and fierce competition, the co-branding model can help coffee brands expand their market share at lower risk and faster speed, especially targeting underdeveloped lower-tier markets that remain largely untapped. The collaboration between NOWWA and Jianfu is not just an attempt at brand synergy but may also pioneer a brand-new expansion path for the entire coffee retail industry.
The above content is compiled by CoffeeHunters, a coffee news website.
