Huawei may set foot in the coffee track and has applied for the registration of the coffee trademark. Huawei Technologies Co., Ltd. recently applied for registration of the trademark "One Standard Coffee Absorbs Cosmic Energy", which is classified as catering and accommodation. Currently awaiting substantive review. Huawei may set foot in the coffee track, and has applied to register the coffee trademark.
Huawei may set foot in the coffee track and has applied for registration of the coffee trademark 1. Recently, Huawei Technologies Co., Ltd. applied to register the trademark "One Standard Coffee Absorbs Cosmic Energy" (hereinafter referred to as "One Standard Coffee"), which has been classified as catering and accommodation internationally, and the status of the trademark is currently awaiting substantive examination.
Huawei applied for coffee trademark.
In the past two years, there may not be a service industry that can attract the attention of so many big names in the circle like coffee. In this billion-dollar market, not only professional players such as Ruixing, Seesaw and Mandao "fight" each other, but also industry giants such as China Post, "Two Barrels of Oil", Tongrentang and Wanda cross the border to enter the coffee track.
According to the survey data of enterprises, up to now, there are more than 320,000 coffee-related enterprises in China, with10.5 million newly registered enterprises within one year.
In 20 19, 2020 and 20021year, the financing events of domestic coffee brands were 24, 25 and 3.2 respectively, and the transaction amounts were15.99 million yuan,15.82 million yuan and 3.936 billion yuan respectively. Only since June 65438+ 10 this year, there have been 12 financing events at the coffee track, with the financing amount exceeding 3 billion yuan.
Just in the past May, Luckin Coffee made a profit for the first time in five years. Li Ning, a well-known sportswear brand, has officially opened a coffee shop; Now, the mobile communication giant Huawei has also come. The popularity of the coffee market can be imagined.
Image source: enterprise check
Why Huawei set foot in the coffee track is related to the changes in Huawei's external environment in recent years.
In recent years, Huawei has successively established a number of corps organizations such as customs ports, smart roads, data center energy, and smart photovoltaics. These measures are based on Huawei's new development goal of "more food and more survival". The current hot coffee market may be Huawei's next "small goal".
Huawei makes coffee for another purpose.
Of course, as a large enterprise like Huawei, the market size of coffee is difficult to become its strategic project development, so Huawei should have other plans in the coffee track.
Those who know something about Huawei will be familiar with the strange brand name "One standard coffee absorbs cosmic energy". Huawei has a strategic idea: a bucket of paste binds Huawei's strength, and a cup of standard coffee absorbs cosmic energy.
Ren mentioned the topic of coffee, cafes and coffee culture more than once in public conversation, and directly integrated coffee and coffee culture into his own management methods and concepts, such as his series of discussions on "a cup of coffee absorbs cosmic energy" and his emphasis on coffee elements in Huawei's working environment. He even directly encouraged and called on Huawei scientists to go out for coffee more.
Therefore, the global social function of coffee may be one of the important reasons for Huawei to get involved in this field, and Huawei may be interested in the global media function of coffee.
In the thinking of a global enterprise like Huawei, many global brands actually have a coffee shop logic. In addition to considering the value spillover of existing channels and brands, this logic also has a very important appeal, that is, they all see the attraction of coffee shop consumption scenes and services to young people.
The expansion and layout of coffee shops can not only make full use of the existing advantages of these enterprises, but also increase the possibility of dialogue and contact between enterprises and young people.
Huawei's coffee application has a precedent.
In fact, Huawei tried to provide technical support in the field of coffee consumption several years ago. At the 20 18 Huawei Full Connection Conference, Huawei and Luckin Coffee jointly launched an AI technology, which allowed the audience to order coffee with love gestures in front of the equipment.
This technology mainly relies on Huawei Cloud ei (Enterprise Artificial Intelligence) technology. Huawei Cloud has built an exclusive database of love gestures for Luckin Coffee. Each coffee has a unique gesture password, and the audience can order the corresponding coffee just by imitating the gesture.
In 2020, Huawei opened the Huawei Smart Life Museum in China. It is understood that consumers can not only experience Huawei's "full scene" black technology products here, but also taste freshly brewed coffee.
AR technology has also been introduced into the coffee shop, providing consumers with a dream scene of drinking coffee under the stars and experiencing the "futuristic feeling" brought by intelligent linkage between products. This is Huawei's first attempt to use coffee as a medium to promote its IT technology.
At the Huawei Global Analyst Conference held in April 2022, Huawei announced the launch of online Huang Danian Teahouse, hoping to build it into a channel for scientific and technological exchanges.
At present, the Huang Danian Tea House website has been launched, including academic hotspots, selected papers, coffee and tea talks, technical issues and other sections. It is also an online gathering of a series of global scientific and technological elites with drinks familiar to China and the West as the media.
Huawei doesn't make coffee from scratch.
An international large enterprise whose main business is mobile Internet software and hardware turns to coffee business, just like a science and engineering student who learns to write romance novels. It sounds ridiculous, but after careful analysis, Huawei actually has the foundation to make coffee.
First of all, on brand power, Huawei's brand reputation is at its peak. Due to Huawei's outstanding performance in the field of mobile phones, it has established a very positive image in the minds of consumers. Even in the beverage circle, this influence is difficult for many brands to invest huge sums of money.
Secondly, the ability of management execution, Huawei can be called the industry benchmark. Whether it is Huawei's wolf corporate culture or the latest "Legion Play", Huawei is not only strong in combat, but also close to the market.
As for the supply chain, Huawei has not yet established its own catering material supply system, but its business is all over the world, and its purchasing ability should not be underestimated.
Finally, in fact, Huawei's actions in the field of catering are not a blank sheet of paper.
Huawei's Top Ten Restaurants in the World
In 20 19, Huawei conducted a selection of "Huawei's Top Ten Restaurants in the World". The top ten restaurants were selected from restaurants owned by employees in 1 149 countries, excluding domestic restaurants.
In this competition, they extracted 22 standards from six key elements: taste, environment, caring service, team activities, brand promotion and user evaluation. After the primary election, the global professional jury confirmed the final list within 86 days after several rounds of evaluation. Its luxury is no less than Michelin.
In the following years, Huawei held the same type of selection activities in succession, and every time it received hot comments. Every time someone exposed Huawei's selection picture, it quickly became a hot topic as soon as it went online, and netizens commented enviously, calling it the legendary "other people's canteen".
Mobile phones and data switches may be too far away from coffee, but catering and coffee drinks come down in one continuous line. With Huawei's execution, it should not be impossible to make this cup of coffee well.
Huawei will set foot in the coffee track and has applied to register the coffee trademark. Huawei people have openly talked about the topic of coffee on many occasions, and have repeatedly called on Huawei scientists to go out and drink coffee. Rumors of Huawei entering the coffee market have also been heated up. But over time, because Huawei didn't have the latest action, it was once considered as a quick talker. Actually, it's not. Huawei has moved the coffee shop to its home. Huawei Technologies Co., Ltd. recently applied for registration of the trademark "One Standard Coffee Absorbs Cosmic Energy", which is classified as catering and accommodation, and its current status is awaiting substantive examination.
Huawei's application for coffee trademark: will it be the next small goal?
How fragrant is the coffee market? Just look at the nearest circle. Not only big bosses like Ruixing, but also newcomers like Post, PetroChina Sinopec and Tong Ren Tang have crossed the border, saying that there is no coffee machine in the office, which will be dubbed as "doing nothing" by others. For the "imported soybean milk" circulating outside, it has become synonymous with "high-end" to a certain extent. Young couples go out, milk tea or coffee, obviously coffee is more "cultivated."
Why did Huawei enter this track? It may be related to Huawei's external environment in recent years. The first is the target users of Huawei, mainly high-end and commercial Huawei, which is very suitable for the positioning of coffee. In addition, the "global social function" of coffee is in line with Huawei's future. The "Legion" established one after another is also based on Huawei's new development goal of "multi-grain survival", and the transfer of technology to coffee may become Huawei's next "small goal".
For Huawei, its influence, management ability and supply chain system may set off a wave in the coffee market. What do you think of this?
Huawei may set foot in the coffee track and has applied for registration of coffee trademark 3. According to Qixinbao's data, Huawei Technologies Co., Ltd. (hereinafter referred to as Huawei) recently applied for the registration of the trademark "One Standard Coffee Absorbs Cosmic Energy" (hereinafter referred to as One Standard Coffee), which is classified as catering and accommodation internationally, and the current trademark status is awaiting substantive examination. This news can't help but cause market speculation. Will Huawei enter the coffee track?
Image source: happy treasure
If we choose the track where consumers are most likely to be taken over by big names, coffee should be among the best. Before Huawei applied to register the trademark "One Standard Coffee", many giants were competing to enter the market. In the past month, there has been a lot of news on the track-before Ruixing achieved its first profit since its establishment, China Post introduced coffee to colleges and universities, and even sports brand Li Ning began to do cross-border coffee business.
Giants who have entered the game one after another.
The coffee track in 2022 is quite lively, with old and new forces taking turns and fierce competition. Not long ago, Ruixing released its first quarter results in 2022. In the first quarter, its total net income was 2,404.6 million yuan. The company's quarterly operating profit turned positive for the first time, achieving overall profit, which injected a shot in the arm for the industry.
The popularity of the coffee track is obvious to all, and there are countless chain giants selling coffee across the border. Last month, well-known sports brand Li Ning (HK0233 1, share price of HK$ 66.05, market value of HK$172.9 billion) was exposed to be applying for registration of the trademark "Ning Coffee". In this regard, Li Ning Company publicly responded that it hopes to improve the comfort and experience of customers when shopping by optimizing in-store services. Providing coffee service in the store will be an innovative attempt by Li Ning to experience the consumption of retail terminals.
In February this year, China Post announced that the first post office coffee shop in China will officially land in Xiamen, and the products sold in the store include coffee, tea, desserts and around the post office. Then he brought the coffee shop into the campus. According to the official news of Post Office Coffee, its first campus store landed in Southeast University this month. After China Post announced its entry into the coffee track, Tianjin "Goubuli Steamed Bun" also joined the melee and established Goliath Coffee & Food (Tianjin) Co., Ltd. ..
Earlier than the above two, there were "two barrels of oil"-as early as 20 18, China Petroleum (SH60 1857, share price of 5.64 yuan, market value of10.03 trillion yuan) established the Kunlun Hospitality Coffee Project, and began to lay freshly ground coffee in its Kunlun Hospitality Convenience Store. According to public information, its annual sales in 2002/kloc-0 exceeded 1 100 million. In 20 19, China Petrochemical (SH600028, share price of 45 1 yuan, market value of 546 billion yuan) released a brand-new brand "Yi Jie Coffee" in Yi Jie, and its first store settled in Suzhou.
Zhenxiangde coffee market
So, is the coffee that the giants are vying for "really fragrant"? The answer is undoubtedly yes. Behind Starbucks and Ruixing is the potential 100 billion-level freshly ground coffee market.
Studies by international organizations show that the increase of per capita income will promote coffee consumption. When the national income increases by 5%, the daily consumption of coffee will increase by 2%~3%. With the increase of national income and the gradual cultivation of consumers' coffee consumption habits, the potential market space of coffee in China is huge. Frost & Sullivan predicts that by 2023, the market scale will further grow to 654.38+0806 billion yuan.
/kloc-the potential market space of 0/000 billion yuan naturally attracts new and old forces to enter. Starting from 20 18, coffee has become one of the key tracks in the capital layout. According to the data of IT Orange, in 20 19, 2020 and 202 1 year, the number of domestic coffee brand financing events was 20, 17 and 2 1 respectively, and the transaction amount was15/kloc-respectively.
With the help of capital, the chain coffee full of internet color rose rapidly, and the scuffle between old and new forces began.
20021The report on the investment and financing data of the five major "new catering" tracks shows that the capital market in 20021accelerated the pace of investment in the coffee market, and the total amount of related financing disclosure in the domestic coffee industry in the first ten months exceeded 5 billion yuan. Some popular brands even got two or three rounds of financing in the first half of the year, and large-scale financing frequently appeared.
For example, in 202 1, the freshly ground coffee brand "Manner" has successively obtained three rounds of large-scale financing, and the capital behind it is ByteDance, Temasek Investment, Meituan Dragon Ball and other institutions; "M Station" landed two rounds of financing in the same year, A and B. The investment institutions are Departure Capital, Black Ant Capital, Gao Rong Capital and CMC.
The cross-border entry of traditional players, emerging forces and giants has further reduced the concentration of industry brands, and a new market structure is slowly taking shape. The Frost & Sullivan report points out that the coffee shop market in China has been dominated by foreign brands for a long time. However, with the rapid development of the Internet, some local brands actively embrace the Internet, develop new retail models, and successfully achieve rapid rise.