饿了么前高管卖咖啡，一年狂开8000家店

21世纪经济报道05-09

作者 | 李馨婷　　编辑 | 黎倩　　当瑞幸与库迪仍在规模战和价格战上持续缠斗，星巴克等国际巨头的市场空间被不断挤压之际，中国连锁咖啡行业正低调跑出一个另类：挪瓦咖啡。　　这家成立于2019年的咖啡品牌具有浓厚的互联网基因，品牌的四位创始人中，有三位都出自饿了么，包括饿了么前高管郭星君。　　其拓店模式同样颇具互联网风格：通过将“店中店”模式标准化，挪瓦咖啡以7至14天一家新店的速度，...

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Former executives sell coffee and open 8,000 stores a year","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/933ea7437ace96da99a8294ba6e75d9c","symbols_score_info":{"89988":0.6,"09988":1.6,"HBBD.SI":0.6,"01717":1.58,"LKNCY":1.62,"SBUX":1.61,"ALBmain":0.6,"00169":1.51,"BABA":1.6},"content_text":"作者 | 李馨婷\n　　编辑 |  黎倩  \n　　当瑞幸与库迪仍在规模战和价格战上持续缠斗，星巴克等国际巨头的市场空间被不断挤压之际，中国连锁咖啡行业正低调跑出一个另类：挪瓦咖啡。\n　　这家成立于2019年的咖啡品牌具有浓厚的互联网基因，品牌的四位创始人中，有三位都出自饿了么，包括饿了么前高管郭星君。\n　　其拓店模式同样颇具互联网风格：通过将“店中店”模式标准化，挪瓦咖啡以7至14天一家新店的速度，将门店开进便利店、零食折扣店、酒店等渠道，成为连锁咖啡行业一个特殊的开店样本。\n　　凭借这一模式，今年初，即品牌成立的第七年——挪瓦咖啡便宣布门店数突破1万家。其中，仅2025年，挪瓦咖啡门店数就增加了约8000家。据悉，挪瓦咖啡目前超1万家的门店中，80%的门店为店中店，专卖店占20%。\n　　但这也带来一个略显尴尬的现象。不少消费者对挪瓦的第一印象往往是：这家店开在哪里？\n　　近日，在FBIF2026食品饮料创新论坛期间，挪瓦咖啡合伙人、高级副总裁李立旭向包括时代财经在内的媒体分享了品牌在店中店模式等方面的业务考量，也向外界展示了一家互联网基因咖啡品牌的崛起过程。\n　　便利店里卖咖啡，最快7天开一家新店\n　　传统的连锁咖啡品牌加盟模式，通常遵循一套固定分工：加盟商缴纳加盟费，自行承担店铺选址、租金、设备、装修、人工与水电等成本；品牌方则负责原材料、产品研发、品控标准以及品牌运营推广支持。\n　　挪瓦咖啡的店中店模式则将常规拓店逻辑拆解重装，将咖啡点位嵌入便利店、酒店、网吧等既有消费场景之中。\n　　在该模式下，挪瓦咖啡负责供应链、产品开发、设备装修以及一系列品牌推广措施。而合作伙伴——便利店、酒店、零食折扣店等连锁品牌，以及在特定区域或渠道拥有资源的加盟商，则负责提供场地和现有员工，配合挪瓦咖啡保证食品安全与出品标准化。\n　　为了实现规模化扩张，挪瓦咖啡将店中店模式做成了一套标准化流程：从选址、建店再到出品培训等运营流程，7天到14天以内就能开出一家新店。不过，这种极致轻量化的开店模式，过去市场的接受度并不算高。\n图源：挪瓦咖啡微博\n　　“早期各个便利店品牌都有自己的业务重心，在这种时候，即使向对方提出店中店的合作方案，也很难被当作重点来推进。对方或许会勉强尝试，但不会投入太多资源和精力。这样一来，即便某一次合作能够做成，也无法规模化复制。”李立旭说道。\n　　挪瓦咖啡的开店节奏鲜明地反映出了市场的态度。2019年，挪瓦咖啡启动店中店模式，到2021年门店扩张至约800家。但2022年至2024年间，品牌则放缓了店中店进程，将重心转向独立门店。直到2025年，店中店数量才再度爆发。\n　　市场环境的变化是挪瓦咖啡门店爆发的原因。\n　　近年来，连锁咖啡行业竞争日趋激烈，高昂的租金与人工、愈发稀缺的优质点位、以及逐渐拉长的单店回本周期，让传统单店模型承受巨大压力。随着2024年以来，库迪先后推出便捷店、便利店等新店型，将咖啡消费场景嵌入便利店等渠道，更轻资产、门槛更低的店中店模式，开始走向主流。\n　　同一时期，客流量与客单价受到新兴零售渠道冲击的便利店品牌们，也开始寻找新的生意增长点。\n　　在这个节点上，挪瓦咖啡恰好提供了一个增量选择。据李立旭透露，在便利店开设的店中店，每卖出100杯咖啡，就能带动20至30个高毛利商品销售。\n　　而这门生意的成本并不高。“独立咖啡门店，日出杯量要达到250至300杯才能盈利，但对于合作伙伴而言，店中店几乎没有固定成本，机器设备和装修由挪瓦投入，场地和人工成本合作方本来就承担。也就是说，店中店卖出的每杯咖啡，在扣除这杯咖啡所需的材料费与水电费后，剩下的几乎都是纯利润。”李立旭说道。\n　　目前，挪瓦咖啡已与美宜佳、见福、中商罗森等连锁便利店品牌达成合作。根据中国连锁经营协会数据，截至2025年，美宜佳门店数量超4万家，是中国门店数量最多的便利店品牌，罗森与见福的门店数量则分别为超7000家与超3500家。\n　　瞄准便利店与零食折扣渠道，冲击下一个万店\n　　尝到了规模红利，挪瓦咖啡在便利店与零食折扣店业态中看到了大量潜在拓店机会。中国连锁经营协会数据显示，2025年，全国便利店Top100企业门店数合计20.8万家。而当前仅鸣鸣很忙和万辰集团两个企业旗下，就已经拥有近4万家零食折扣店。\n　　李立旭表示，当前挪瓦咖啡门店在上万家，而便利店赛道门店规模则超过20万家，仍有极大渗透空间。2026年以来，挪瓦咖啡已经与多个零食折扣赛道的头部品牌达成合作。此外，网吧、酒店等业态均为门店规模在数万乃至数十万家的存量市场，亦有充足的可挖掘空间。李立旭判断，短期内，挪瓦咖啡拓店不会遇到明显瓶颈。\n　　快速复制的标准化扩张模式也吸引了资本关注。2019年成立至今，挪瓦咖啡已完成超8轮融资，累计融资金额达数亿元，投资方包括金沙江创投、挑战者创投、百丽集团消费基金、新希望草根知本等消费行业明星机构。当消费行业融资潮整体退去，挪瓦咖啡却在今年初完成数亿元C轮融资。\n　　在持续嵌入国内零售业态的同时，出海成为挪瓦的另一增量。\n　　2025年8月，挪瓦咖啡正式出海。截至目前，挪瓦咖啡已进入超8个国家和地区，在印尼、越南、泰国等市场进展较为顺利。\n　　在海外，挪瓦咖啡沿用了国内的开店模式，直营独立门店与店中店模式并行。跟随国内合作伙伴一起出海开设店中店，是挪瓦出海的一大特点。此外，其海外加盟商还包括鼎泰丰的加盟商及各国头部零售商。\n　　李立旭透露，海外便利店咖啡产品的堂食比重很高，但外卖业务相对落后。某种程度上，挪瓦咖啡正在与滴滴、Keeta（美团旗下国际外卖品牌‌）等平台协同出海，拉动产品在海外市场的外卖销量。\n　　基于挪瓦咖啡“嵌入式”的开店模式，规模本身并非难题。但店中店模式对品牌认知度的潜在影响，以及行业价格战下对品牌溢价能力的实际考验，值得关注。\n　　针对“店中店模式削弱品牌影响力”的看法，挪瓦咖啡的回应是：消费场景本身就是一种营销方式。“当消费者在便利店、零食折扣店、健身房、酒店都能看到挪瓦，我们在所有场景中都可以触达消费者时，这才是我们最强的营销。”李立旭说道。\n　　目前，除个别产品促销后单价降至10元左右，挪瓦咖啡整体价格带在15至25元。\n　　李立旭强调，挪瓦咖啡是行业内唯一一家主打零糖、低糖、低卡的品牌。“我们是果蔬咖的首创者，某种程度上不用那么拼命做价格竞争，因为我们有一定的溢价能力。在意健康的人，不会吝惜多花一点钱买健康产品。”\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：刘万里 SF014","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.2","shortVersion":"4.42.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2634183934","isCrawlerRequest":true}