"Convenience store business has been greatly impacted by snack stores and flash warehouses since last year. Data kept declining and I was anxious. I tried opening a Nowa Coffee 2.0 store-in-store with a try-it-and-see attitude, and the results were unexpectedly good. Recently, as summer arrives, daily sales are even higher than before!" Many convenience store franchisees never expected that their employees would be overwhelmed by the surge in coffee orders. Some employees even joked that they never thought they'd gain the extra identity of "barista." During our visits to the South China market, many convenience store franchisees who opened Nowa Coffee 2.0 store-in-stores gave us similar feedback. Image 1: Coffee order surge image But in the current highly competitive environment of coffee and retail, who would have thought that the "convenience store + Nowa Coffee" combination would produce such a powerful effect! After Introducing Partner Nowa, Convenience Store Coffee Exploded Many convenience store system owners told us, "In recent years, business has become increasingly difficult. Online platforms like Xiaoxiang Supermarket are aggressive, and offline snack discount stores are springing up everywhere, taking away a lot of business." Maintaining store sales is now the biggest concern for convenience stores every day. According to our frontline research, convenience stores previously had coffee machines, but their performance contribution was low, typically selling fewer than 30 cups a day. Initially, they tried introducing Nowa Coffee 2.0 store-in-store with a test mindset, communicating with some franchise stores for trials. Unexpectedly, within just a few months, daily cup volume generally surged 10-30 times, with some stores even selling over 1,000 cups a day! Business grew that fast. For example, a well-known Fujian convenience store chain saw revenue growth of 20-50% after partnering with Nowa, with some stores seeing nearly 50% daily revenue increase; a well-known Guangdong convenience store chain, before partnering with Nowa, had its own coffee brand selling fewer than 10 cups a day, but after partnering, daily cup volume grew 47 times. Image 2: Example of Lawson convenience store partnering with Nowa Coffee 2.0 store-in-store Nowa's Single-Store Daily Sales Exceed 1,000, Becoming a New Traffic Driver for Convenience Stores During market visits, some convenience store franchisees also calculated that besides the business increment from coffee itself, the store's associated sales also increased significantly. After customers develop the habit of buying coffee, daily foot traffic noticeably increases. After partnering with Nowa, stores generally see a 20-30% or more increase in customer traffic. Additionally, when customers buy coffee, they often pick up other products, leading to overall store sales growth of over 30%. Offline retail costs are relatively fixed; increasing sales to shorten payback period is the hard standard! The improved store efficiency greatly enhances single-store profitability. Offline store expenses are relatively fixed, so the extra gross profit mostly becomes profit. Nowa Coffee's gross profit contribution is outstanding, ranking second only to tobacco in convenience stores, contributing an average of 20-25% of single-store gross profit. This new store model has impressed franchisees who recently came to inquire about franchising. With the same investment, profitability is stronger and payback periods are significantly shortened. A convenience store franchise recruitment manager told us that recently, for convenience stores co-operated with Nowa, the conversion rate of new store franchising increased by 50%. Data is the hard standard validated by the market; profitability is the driving force for partners' enthusiasm. With the summer peak season for coffee drinks approaching, convenience store chains that have tasted the benefits are accelerating the promotion of cooperation within their systems. Scene + Professionalism: The Key to Selling a Good Cup of Convenience Store Coffee Convenience stores and coffee naturally overlap in consumption scenarios. Coffee sells well in convenience stores in Japan and South Korea, typically achieving 200 cups per store per day, proving it's a good business. But in China, convenience store coffee has never sold well. The reason is that business is extremely competitive in China; having the scene alone isn't enough. You also need a professional coffee "R&D + operations" system. Nowa Coffee's 2.0 store-in-store model solution exactly fills this gap in the market. A convenience store employee revealed that Nowa Coffee's visual system in the store's coffee corner is very eye-catching, making it hard for customers to not notice it. Additionally, as a professional coffee player, Nowa focuses on building product strength and is highly competitive among young people, unlike the original convenience store coffee that only had simple Americano and latte options, which can no longer satisfy customers whose tastes have become more refined. Therefore, most customers entering the store are willing to try it, greatly increasing the conversion rate of customers buying coffee. Image 3: Nowa Coffee's visual system in convenience stores Another observation is that online orders have noticeably increased compared to before. Compared to restaurants and tea shops, convenience stores have weaker online operations and less marketing investment. Their product prices have no advantage over instant retail, so in the past, users rarely searched for convenience stores online to place orders, and online sales accounted for a very small proportion, less than 10%. Partnering with Nowa Coffee completely changed this situation. Nowa's online operations are very professional; not only do they excel on food delivery platforms, but their content platform operations are second to none in the industry. On content platforms like Xiaohongshu and Douyin, Nowa Coffee frequently creates topics, gains traffic and new customer groups, and directs this traffic and customer base to convenience stores. Nowa Coffee's brand power and online marketing activities (such as new product promotions, discount coupons, co-branding, etc.) bring significant traffic to stores. Now, the proportion of daily delivery orders is rising, and employees are even unaccustomed to the online order surge! Image 4: Nowa Coffee drives increased delivery orders for convenience stores How Nowa Coffee Became the "New Coffee Favorite" for Young Consumers? Since the beginning of this year, despite the highly competitive market, Nowa Coffee has successfully broken into the convenience store scene and become a dark horse in the coffee industry. This is also inseparable from Nowa Coffee's years of low-key dedication to product development and continuous brand operations. Nowa's Hit Product Logic: Great Taste and Low Calories, Satisfying Young Consumers' "Both and Both" Needs Nowa Coffee pioneered fruit and vegetable coffee globally. As the first brand in the health coffee track in consumers' minds, its exclusive "Ultra-Extraction Technology" achieves a balance of low calories and flavor, allowing consumers to drink without guilt. It has successfully created multiple hit products, such as Ton Ton Bucket, Fruit and Vegetable Coffee, Supermodel Latte, and Cocoa Coffee, which are low-calorie while tasting great, especially popular among young women and Gen Z users. Backend data also shows that Nowa Coffee users have extremely high loyalty and stickiness; many users who try Nowa Coffee flavors repeatedly repurchase. Image 5: Nowa Coffee frequently produces hit products Good products naturally rely on a solid supply chain and extreme pursuit of product development. As one of the world's top 10 Chinese local freshly ground chain coffee brands, Nowa has its own coffee planting bases in Ethiopia and Yunnan, and dedicated roasting factories in Jiaxing and Ningbo. Nowa ensures supply chain efficiency and stability by building a "direct sourcing from origin + regional warehousing and distribution + dynamic inventory" model. Even amid the global coffee bean price surge in 2025, Nowa Coffee, relying on its strong supply chain, insists on not raising prices and continues to provide high-cost-performance raw materials to the market. Image 6: Nowa Coffee's Yunnan coffee base Understanding Young People, Playing Cross-Border Brand Marketing Even good wine needs a good sign; good products also need good promotion, and the Nowa Coffee team knows this well. Over the past year, they have frequently carried out brand promotions and co-branding activities, creating explosive topics on content platforms, with topics frequently gaining tens of millions of views, precisely targeting their fan base. At the beginning of the year, through cooperation with celebrity spokesperson Song Jia, they not only strengthened the positioning of healthy products, great taste, and low calories, but also leveraged the popularity of the spokesperson's movies to break out, allowing more people to learn about and love the brand. Image 7: Nowa Coffee officially announces Song Jia as spokesperson Year-Round Dense Activities in Full Swing, Boosting All-Channel Order Sales Besides endorsements, the Nowa team has developed a set of co-branding strategies, with multiple large-scale activities each month, using an "air, sea, and land" approach to create traffic and attract new customers, while stores convert with good products. For example, through a combination of "game IP + coffee + merchandise," they precisely reach the Gen Z circle. They launched limited products with "Punishing: Gray Raven," and on the first day, Guangzhou store revenue soared 480%, while Shanghai stores surged 220% year-on-year. In addition to the collaboration with "Punishing: Gray Raven," Nowa also cooperated with IPs like "Miracle Nikki" and "Little Sheep Baudelaire," covering diverse circles such as anime, fashion, and parent-child. The results were very significant; during the activity period, stores received 20% more customer traffic than usual. Moreover, Nowa's recent series of marketing moves are also commendable. The brand officially announced that new-generation actor Cao Jun would serve as Nowa Coffee's brand ambassador; in sports marketing, it officially sponsored the 2025 YONEX Women's Tennis Exchange Tournament, deeply reaching female user scenarios; and it also sponsored the Salomon Golden League Shennongjia Mountain Trail Race, targeting outdoor sports enthusiasts... Conclusion Through continuous marketing activities, Nowa Coffee keeps creating new highlights and topics, bringing attention to the brand and customer traffic to franchise stores. These actions have also gained recognition from many partners. In just half a year, Nowa Coffee has partnered with nearly half of the top 30 convenience store chains nationwide. We believe that with such continuous empowerment and support, whether it's Nowa Coffee, convenience stores, or franchisees, they will all achieve good results. We might also have the opportunity to witness the birth of the next chain with 10,000 stores in the coffee brand!