“便利店+咖啡”成新潮流 挪瓦咖啡在长沙门店超200家Convenience store+coffee "has become a new trend, with over 200 stores of Novacoffee in Changsha
Changsha Evening News, May 20th (Reporter Chen Huanming, Correspondent Xu Yiting) A new gameplay has emerged in the coffee circle: "Convenience Store+Coffee". It does not compete for price or store space, but instead makes coffee a "buy and go" convenient consumption. From May 20th to 22nd, the "CCFA New Consumer Forum -2026 China Convenience Store Conference" was held in Changsha, where the global coffee chain brand Novacoffee showcased its "store in store" revenue cooperation model and the achievements of the entire industry chain at the conference. It is reported that Novacoffee has over 200 stores in Changsha, achieving full coverage of local consumption scenarios.
Currently, with the structural reshaping of the Chinese consumer market, convenience stores, as the core carrier of the 15 minute convenient living circle in cities, have maintained a growth trend but are facing challenges such as rising costs, customer flow differentiation, and profit pressure. According to data from the China Chain Store Association, the total number of top 100 convenience stores in China by 2025 will reach 208000. The retail sales of convenience stores in the first quarter of this year increased by 8.3% year-on-year, leading the growth rate of various retail formats. However, the contradiction of "increasing income without increasing profits" is prominent, and there is an urgent need for a "second growth curve" that does not rely on heavy asset investment. Freshly ground coffee has become the best candidate.
The theme of this conference is "Deep Evolution Through Cycles", and the "store in store" model brought by Novacoffee provides a market tested breakthrough path for the convenience store industry. According to the person in charge of Novacoffee, this model is not simply a "coffee machine in store", but a mature retail production factor restructuring plan. The core is to reduce transaction costs through resource integration, allowing convenience stores to increase gross profit categories without additional investment. Novacoffee uses this to obtain a low-cost terminal network and achieve mutual benefit and win-win results.
The large-scale replication of this model benefits from the closed loop of the whole industrial chain built by Nova. It has a dedicated coffee planting base in Yunnan, and an intelligent roasting factory with an annual production capacity of 20000 tons started construction in March this year. 15 warehouse distribution centers across the country have achieved "same day ordering, next day delivery", ensuring stable quality and sufficient supply. At present, Novacoffee has opened over 10000 stores, covering more than 300 cities, ranking among the top five global coffee chains, and cooperating with over 100 convenience store brands.
Data shows that after the cooperation between Meiyijia and Novartis, coffee revenue reached hundreds of millions of yuan, while single city revenue from Shandong Youke and Hubei Today reached tens of millions of yuan. At the same time, Novartis' digital operation system helps partner stores obtain traffic on mainstream platforms, expanding their service radius without the need to build their own digital capabilities. In Changsha, the core customer group of Nuowa is young people, and tons of barrels and raw coconut latte have become their daily choices. In the future, they will further explore the local consumption potential.
The practice of Novacoffee shows that the convenience store industry needs to find incremental growth in stock to overcome cycles. Its "store in store" model injects new momentum into the transformation and upgrading of physical retail, and also continues to revitalize the new consumption scenario of "convenience store+coffee".