Lu Zhengyao's Cotti Coffee: Can Sports Help Break Through the Competition?

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Cotti Coffee Becomes Title Sponsor of 2022 Chengdu Marathon

Today, according to China Economic Net, at the Chengdu Marathon press conference, Cotti Coffee (COTTI COFFEE) and the Chengdu Marathon Organizing Committee jointly announced that Cotti Coffee has officially become the title sponsor of the 2022 Chengdu Marathon. Yes, this is another sponsorship of an international top-tier sporting event following Cotti Coffee's first store opening last month and becoming the China regional sponsor of the Argentina National Football Team.

The Chengdu Marathon is the only World Marathon Major candidate event in China, as well as a World Athletics Elite Label event and a Chinese Athletics Association Gold Medal event. This is the second large-scale marathon event in China this year following the Beijing Marathon on November 6th. At that time, nearly 30,000 runners will participate, and CCTV will broadcast it globally.

About Cotti Coffee

Cotti Coffee is an enterprise primarily engaged in business services, co-founded by Lu Zhengyao and Qian Zhiya, two veteran figures from the original Luckin Coffee. It is a new coffee brand aiming to布局 in first, second, third, fourth, and fifth-tier markets.

Cotti Coffee's Chief Marketing Officer Li Yingbo stated: "Creating a brand new coffee brand like Cotti Coffee is like standing at the starting line of a marathon, beginning a challenging race. Marathon is a sport where you meet yourself, and Cotti Coffee believes that running alongside excellent companions can take you further."

The organizer of the Chengdu Marathon - the Chengdu Municipal Sports Bureau - has expressed approval for the cooperation with Cotti Coffee, believing that the brand philosophy conveyed by Cotti Coffee highly aligns with the Chengdu people's passion for sports events, and expressed confidence that this collaboration between Cotti Coffee and the Chengdu Marathon will add splendor to the event.

Cotti Coffee's co-founder and Chief Marketing Officer Li Yingbo stated, "This title sponsorship represents Cotti Coffee's hope to bring people a healthy and beautiful daily life through coffee, while sports demonstrates positive energy and fills life with vitality and passion."

Strategic Sponsorship and Brand Vision

On the 22nd of last month, they signed to become the China regional sponsor partner of the Argentina National Football Team. Less than a month later, Cotti Coffee once again made a move to become the overall title sponsor of the 2022 Chengdu Marathon. This indeed seems to well demonstrate Cotti Coffee's youthfulness, trendiness, and enthusiasm.

Li Yingbo also mentioned that they will continue to focus on sports event sponsorship, trendy IP cross-border collaborations, and economic and cultural event sponsorships, while continuously bringing new brand experiences to consumers while providing high-quality, cost-effective coffee products.

According to reports, at the "Joint Venture Policy Exchange Meeting," Cotti Coffee announced its brand vision and mission: dedicated to becoming the preferred coffee brand for Chinese customers and enabling Chinese people to easily enjoy a coffee lifestyle. The goal is to ensure that customers can drink a cup of high-quality, cost-effective coffee wherever they go.

Expansion Plans and Market Impact

Meanwhile, Cotti Coffee also announced at the exchange meeting its ambitious goal of opening 10,000 stores in the next 3 years. From the ordering mini-program, it can be seen that Cotti Coffee is indeed rapidly expanding. So far, there are 15 stores nationwide, distributed across multiple cities such as Fuzhou, Chongqing, Hangzhou, Nanjing, among which Xi'an has opened two stores.

Cotti Coffee's business has gradually begun to cover major provinces and regions in mainland China. In terms of site selection, just like when Luckin was first founded, they focus on commercial office buildings as the core, and similarly enter the market with low prices. Now, the two veteran figures from the original Luckin Coffee have once again joined forces to create a coffee brand. What kind of surprises will they bring to the upcoming coffee market?

Image source: Internet

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