Post Office Coffee Opens "Day Coffee, Night Alcohol" Concept Store!

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The Rise of "Day Coffee, Night Alcohol" Culture

Previously, "Morning C, Evening A" was one of the hot terms in the skincare world, referring to using vitamin C skincare products in the morning and vitamin A products at night. However, this term has now been given a new meaning in the food and beverage industry: "morning coffee, evening alcohol." Through widespread social media dissemination, the "coffee + alcohol" day-coffee-night-alcohol model has created a wave in the industry, attracting many brands and individuals to continuously join, gradually forming a completely new consumption pattern.

Post Office Coffee Opens First Day-Coffee-Night-Alcohol Concept Store

Yesterday, Post Office Coffee announced on its official WeChat account that the nation's first day-coffee-night-alcohol concept store has officially opened in Fuzhou. At the same time, Post Office Coffee also launched two Fuzhou-limited drinks, one being the coffee-containing "You Dian Fu Yu" (Post Luck Taro), and the other being a coffee-free product "Taro Paste Milk."

Post Office Coffee is a coffee shop opened by China Post. The stores sell coffee, tea drinks, desserts, and more, with coffee and tea beverages priced between 20-40 yuan, offering both in-store pickup and delivery services. Combining two completely different elements—post office and coffee—along with the emotional appeal of China Post colliding with the leisure culture of coffee, can create a national trend brand that young people love, while also conveying a sense of culture and beauty.

Post Office Coffee's Expansion Strategy

Since February 14, 2022, when China Post's first Post Office Coffee officially opened in Xiamen, the ordering mini-program shows that Post Office Coffee currently has 10 stores in four cities: Fujian, Jiangsu, Jiangxi, and Beijing. According to reports, Post Office Coffee adopts a self-operated model and has not yet opened for franchising.

On May 15, three months after the first store opened, Post Office Coffee welcomed its second store nationwide, still located in Xiamen, specifically on Xiamen Cat Street. This store differs from the first location by incorporating elements from the surrounding Cat Street environment while maintaining the postal theme. The store features cat elements, aiming to provide a space for cats and cat lovers to rest and interact.

In June, China Post's third coffee shop began targeting campus locations. Coinciding with the 120th anniversary of Southeast University, Post Office Coffee's first campus store nationwide also opened at Southeast University. In addition to introducing stamp cup stickers that blend China Post and Southeast University elements, it also launched exclusive limited teas and desserts. Since then, Post Office Coffee has accelerated its expansion into Beijing and Jiangxi, continuously exploring the coffee market, aiming at development trends, and opening day-coffee-night-alcohol concept stores.

Industry Competition in the Day-Coffee-Night-Alcohol Market

In addition to Post Office Coffee, many brands have been successively deploying in this market in recent years. As early as 2019, the coffee industry's veteran Starbucks had already begun creating a model combining coffee and alcohol. It opened its first "Starbucks Reserve Coffee & Bar" on Shanghai's Bund. Subsequently, Seesaw and M Stand also experimented with day-coffee-night-alcohol concepts. According to reports, M Stand has already launched five day-coffee-night-alcohol themed stores in Shanghai, Shenzhen, and Ningbo.

Recently, Tims launched a new format "Coffee & Beer" in Shanghai, adopting the day-coffee-night-alcohol model. The alcoholic beverages sold are mainly beer, including 31 varieties such as fruit wine and wheat beer, priced between 25-58 yuan, operating from 7 AM to midnight. Not only that, but even Cotti Coffee, a new brand founded by Luckin Coffee founder Lu Zhengyao, follows the day-coffee-night-alcohol route. However, currently on the WeChat mini-program, only different series of coffees are available for ordering.

The Business Potential of Day-Coffee-Night-Alcohol

It can be seen that the above-mentioned coffee brands all transition from coffee to alcohol, with product forms extending from coffee to alcoholic beverages. These are part of the powerful day-coffee-night-alcohol camp. Day-coffee-night-alcohol can compensate for the lack of nighttime business in coffee shops. Coffee consumption scenarios are limited at night, but if nighttime coffee shops are transformed into bars, they are selling products in different scenarios to users, thereby generating additional income to increase revenue. This may truly be an important attempt for new growth in coffee brand businesses.

Although Post Office Coffee has the backing of China Post's large tree, and location advantages and store resources are certainly strengths, the coffee market competition is fierce. Only by accelerating deployment to achieve multi-period operations and unlimited scenario models can it increase its chances of success.

Image source: Internet

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