NOWWA Coffee

NOWWA Coffee is a prominent Chinese boutique chain coffee brand founded by Guo Xingjun in June 2019, with its headquarters located in Changning District, Shanghai. The name "NOWWA" stands for "Nowadays", embodying the brand's aspiration to offer a quality cup of coffee that can be enjoyed anytime, anywhere.

Core Profile

• Brand Positioning: It positions itself as an affordable premium coffee brand catering to the functional needs of the public, dedicated to providing high-quality freshly ground coffee at a reasonable price. By October 2025, it had over 10,000 global stores, covering more than 300 cities across China (including Macao), and had expanded to Southeast Asia and Australia.
• Brand Philosophy: Adhering to the principle of "Quality Polishing, Confident Presence", it insists on the original intention of providing quality freshly ground coffee anytime, anywhere. It also advocates the concept of "No High-Calorie", with all products being "zero-sugar, low-fat, and low-calorie" to meet consumers' healthy consumption trends.

Product Range

• Coffee Offerings: NOWWA strictly selects high-altitude Arabica beans from regions within the Tropic of Cancer and Capricorn, such as Yirgacheffe, Guatemala, Colombia, and Yunnan. Its product portfolio includes traditional freshly ground coffee, innovative fruit coffee (a representative category of the brand), ready-to-drink tea, bread, pastries, and coffee retail products. Its signature "Pony Fruit Coffee" series is highly popular among young consumers.
• Health - Oriented Products: In response to the "milky tea - ization" trend in the coffee industry, it takes the lead in promoting a healthy coffee track, launching products like cold - brewed coffee liquid with "zero sucrose and zero fat".

Omnichannel Layout

• Offline Presence: It has established an extensive offline store network, covering first - tier, second - tier, third - tier, and fourth - tier cities, making it convenient for consumers to access its products easily.
• Online Channels: It has settled on major online platforms including Eleme, Meituan Dianping, Douyin, and Tmall, providing consumers with diverse purchasing channels and promoting products like cold - brewed coffee liquid through these platforms.

Store Design & Target Audience

• Store Aesthetics: The stores feature a simple and bright design style, mainly using silver and green aluminum - plastic panels, combined with partial wood grain elements. The large - area use of forest green creates a vibrant atmosphere, and the modular props are easy to implement, balancing aesthetics and sales atmosphere.
• Target Group: Its main target customers are white - collars aged 22-35, with a monthly repurchase rate reaching 49%, and the customer unit price ranging from 15 to 25 yuan, which is highly cost - effective.

Core Advantages

• Product Quality: A professional team of coffee masters carefully grinds and blends the selected high - quality coffee beans to ensure the taste and quality of each cup of coffee.
• Category Innovation: As a representative brand in the fruit coffee category, it has driven the innovation and development of the fruit coffee track in the coffee industry.
• Rapid Expansion: It has achieved rapid store expansion and market coverage, becoming one of the top three local coffee brands in terms of the number of stores.