Nao Bai Jin Opens a Coffee Shop! Are Cross-Industry Coffee Collaborations Profitable?

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Naobaijin Enters Coffee Market with First Shanghai Store

The health supplement brand known for its hula dance television commercials spanning over twenty years and its iconic slogan "This holiday season, don't accept gifts, only accept Naobaijin" has opened a coffee shop in Shanghai!

Recently, according to official confirmation from "Naobaijin" under Giant Group, the first Naobaijin Coffee store opened on November 7th in Shanghai's Songjiang District. The coffee shop is named after its youth-oriented brand "Naobaijin+Café," signaling Naobaijin's official entry into the coffee market. As everyone knows, coffee refreshes while Naobaijin aids sleep - this combination has certainly left many people surprised!

According to videos posted on the official Weibo account, this Naobaijin Coffee store features the brand's signature blue color, smile curves, and arc lines, complemented by two giant laser-cut figurines of the elderly white-haired man and woman. The sense of fashion and friendliness is overwhelming, with elements like coffee toasting cups and the classic blue bottles that are familiar to the public appearing throughout the store. The trendy design style makes one want to step inside and enjoy a cup.

Menu and Brand Evolution

The "Naobaijin+Café" coffee shop sells not only coffee but also tea drinks, smoothies, juices, and other beverages. Coffee prices are generally in the range of just over ten yuan, which is considered quite friendly pricing. Various personalized flavors cater to different needs, and with their attractive presentation, they have attracted many people to visit and try their offerings.

When mentioning Naobaijin, many people's first thought is undoubtedly the elderly couple dancing to the mesmerizing rhythm in television commercials - the cartoon CP known on the internet as the "first-generation virtual idols," now appearing in the coffee shop with a different look. Naobaijin is a health supplement produced by Wuxi Jinte Pharmaceutical Co., Ltd. Since its launch in 1997, it has been popular in China for twenty-five years. Its slogan "Don't accept gifts during holidays, only accept Naobaijin" is also well-known to every household and once became the preferred health supplement for Spring Festival gifts.

Industry Trends and Strategic Positioning

In recent years, many industry giants have crossed over into the coffee business. Beyond potential business growth, they place greater emphasis on the youth market. Today, coffee has long become one of the important lifestyle choices for young people.

Naobaijin's entry into coffee shops may be related to its group's brand rejuvenation strategy. This March, the 25-year-old Naobaijin underwent its first brand refresh, launching the youth-oriented brand "Naobaijin+Café" and releasing three new products targeting the young market: "Sleep Well 9," "Big Bite 7," and "Vitality 8."

According to reports, the new products target young people and focus on health foods, with an overall design leaning toward a youthful and vibrant style. From Naobaijin's series of brand refresh actions, it's not difficult to understand the intention behind opening this coffee shop. On various social media platforms, many netizens have already expressed their eagerness to try "Naobaijin Coffee."

Cross-Industry Coffee Trend

This year, cross-industry entry into coffee has continued to heat up. First, China Post's first post office coffee shop landed in Xiamen, followed by sports brand manufacturer Li Ning crossing over to launch its own coffee brand - "NING COFFEE." Even the time-honored shoe brand Neiliansheng has opened a coffee shop. In May, tech company Huawei applied for coffee trademark registration. In October, new energy vehicle manufacturer NIO also applied for four coffee trademarks, and so on... It's clear that coffee has become the favorite of cross-industry giants.

According to CCTV Financial News reports, in recent years, more and more people love drinking coffee, and the coffee industry is showing vigorous vitality in the Chinese market. As of now, China has 166,000 coffee-related enterprises, of which more than 22,000 new enterprises were registered from January to September 2022, with an average monthly growth rate of 36.4% for newly registered enterprises.

In such a competitive environment, everyone wants to claim a share of the profits. Currently, as a newcomer to the coffee world, whether Naobaijin can successfully stand out in its coffee business remains a question!

Image source: Internet

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