Coffee Wing

Hunan Coffee Wing Brand Management Co., Ltd. is a key candidate for listing at the provincial, municipal, and district levels. Founded by Ms. Yin Feng, a deputy to the 13th Hunan Provincial People's Congress, after more than 20 years of effort, it has over 300 offline franchise stores in 147 cities across the country. In recent years, the company has followed the trend of market changes and successfully transformed into an IoT new retail enterprise based on the business model of urban smart unmanned coffee machines. In addition to self-built outlets, it has also spent money to acquire Shandong Laibei Coffee, which had previously undergone multiple rounds of financing. At present, the company's smart coffee machine placement has reached more than 6,000 units, making it a leader in the domestic industry. It has also built a new industrial chain connecting local equipment manufacturers, coffee retailers, and dairy producers.
Over the years, Coffee Wing has obtained IS09001, ISO1400, GB/T19580 and other quality system certifications. For seven consecutive years, it has been rated by Franchise as one of the "Top 50 Chinese High-Growth Chain Enterprises" and won the "Chinese Chain Star" award. It has also received "AAA-level Certification from the China Chain Store & Franchise Association" and is a council member of the China O2O Alliance Council. In 2017, it was successfully listed on the New Third Board, becoming China's first local coffee publicly listed company, won the honorary title of "New Third Board Brand with the Most Investment Value," and was selected by Consumer Daily as "Annual National Food Safety Preferred Brand."
The smart coffee machine developed over many years is an innovative business for Coffee Wing's transformation into new retail. Based on new IoT technology, it realizes real-time synchronization between online and offline. Through highly standardized manufacturing and operations, it is a new retail model that directly reaches users in an unmanned self-service form and can connect equipment manufacturers and coffee retailers to form a new coffee-based industry. During the extraordinary period when the whole country was making every effort to prevent and control the COVID-19 pandemic, the "contactless" and "no gathering" features of Coffee Wing's self-service coffee machines were precisely a new business format for epidemic prevention and control.
The brand's steady development has attracted investment from entertainment stars He Jiong, Li Weijia, Zhang Shaogang, Ma Ke, and business celebrities Xu Xiaoping, Yao Jinbo, Chen Ou, and other big names. Investment institutions such as ZhenFund and Zhenshun Fund have successively become strategic investors in Coffee Wing.
After 21 years of accumulation, Coffee Wing has covered 147 cities nationwide, with more than 300 stores and nearly 6,000 smart coffee machines. In the coffee machine market, Coffee Wing has a market share of more than 40%, leading the industry. A smart coffee machine is essentially a super-micro convenience store, getting closer and closer to customers. Looking at the history of retail channel development, from shopping malls to hypermarkets to supermarkets to convenience stores, retail channels have become smaller and smaller, with fewer and fewer categories, and closer and closer to users. Smart coffee machines are precisely super-micro retail channels that are even closer to users. The small-footprint automatic coffee machine realizes scenario-based retail in only a small space. Coupled with the support of Coffee Wing's self-developed IoT + SaaS system, operating costs are significantly low; on the other hand, because automatic coffee machines occupy a small area, they have extremely strong penetration and universal adaptability in limited areas. Smart coffee machines are a low-cost, rapidly expandable, super-micro retail channel carrier, unrestricted by space, with flexible site selection and low relocation costs. They can achieve high-density placement and rapid nationwide expansion, which cafes and convenience store coffee cannot match as a "winning" advantage. With the maturity of IoT technology, the popularity of mobile payments, and the current rising costs of labor and rent, vending machines, as a low-cost, rapidly expandable, super-micro retail channel carrier, have even more prominent advantages.
In the future, Coffee Wing's "one vertical, one horizontal" brand strategy will promote the company's comprehensive, integrated, and three-dimensional development. Horizontally, coffee for all people will present coffee physical chain stores including multiple offline models, continuously iterating urban smart coffee machines, and innovation-led multi-category coffee retail products; vertically, coffee industrialization of the industrial chain will extend business to every link of the coffee industry chain, from coffee market sales terminals to continuous penetration into upstream and downstream links such as direct global sourcing of coffee beans, coffee bean roasting production, and smart manufacturing of coffee machines. Through the brand's continuous Internet upgrading, it will gradually realize the brand's ecosystem and industrial chain construction.
Coffee Wing, with its innate brand culture and unique cross-boundary personality, is growing into an independent coffee leader with the most Chinese characteristics.