古茗想通过咖啡和早餐扒紧消费者Guming wants to attract consumers through coffee and breakfast
界面新闻记者 |
界面新闻编辑 | 许悦
古茗正在加码咖啡和早餐。
在近日于杭州奥体中心举办的伙伴大会上，古茗披露了多个新动作。其中最核心的是继续加码咖啡，拟再投入4亿元发力咖啡品类，并明确将咖啡定位为第二增长曲线。与此同时，古茗将咖啡营收占比目标从此前的10%-15%，进一步提升至20%-25%。
另一个动作是早餐。古茗计划于8月在全国1.3万多家门店推广烤箱，具体铺开节奏将视加盟商意愿推进。此前，古茗已在两广地区上千家门店测试早餐业务，在没有大规模推广的情况下，单店日均销售烘焙产品25个以上，日均流水增量超过200元。此外，古茗还将继续调整新店型。
5月25日，界面新闻就上述事项向古茗方面查询，古茗方面表示不予置评。
咖啡和早餐需要放在一起看。咖啡要卖得起来，早高峰是一个绕不开的场景；早餐如果只卖一只面包，也很难单独撑起消费者的购买理由。咖啡加烘焙，才更像上班族、学生和社区消费者早上顺手买走的一套组合。
更重要的是，它们都指向古茗这两年反复强调的一件事：提高到店消费和复购。
2025年外卖大战时期，古茗CEO王云安曾明确表示，古茗要拥抱堂食，现制茶饮行业的终局是“得复购者得天下”。当时，古茗用低价新品为堂食引流，“鲜活柠檬水”仅售3元，低于蜜雪冰城4元柠檬水的价格，且新品不支持外卖点单。
到了今年，咖啡和早餐承接的仍然是同一套思路：把消费者重新拉回门店，并让门店在过去相对空白的早间时段也能做生意。茶饮店的高峰通常集中在午后、下午茶和晚间，早上反而是空档。王云安在2025年中期业绩会上谈到早餐项目时曾表示，测试早餐的门店业绩有明显增长，因为古茗以前早餐时段“是没业绩的”。
古茗试探咖啡也已经有很长一段时间。
2023年前后，古茗就在杭州等地门店测试“咖啡+烘焙”组合，当时更多是小范围试水。到2025年，咖啡开始变成更多门店里的标准配置。财报显示，截至2025年底，已有超过1.2万家古茗门店配备咖啡机，并在全年推出27款咖啡饮品。
把咖啡机铺进门店的同时，古茗也在瑞幸们的夹缝中，用美式、拿铁等基础款和低价活动撬动消费者。2025年6月，古茗请来吴彦祖担任咖啡品质合伙人，并推出“全场咖啡8.9元”的限时活动，用较低门槛让消费者先接受“古茗也卖咖啡”这件事。
从已有数据看，古茗确实看到了继续投入的理由。王云安此前在业绩会上提到，2025年上半年古茗开展咖啡业务的门店数量有限，咖啡业务真正起盘是从2025年9月底、10月开始，到年底单店日均销量达到七、八十杯。
他还指出，去年古茗咖啡主力销量来自基础款，借助它们建立平价优质的心智；今年则会重点解决“我是谁”的问题，即推出差异化产品。
但咖啡机不是免费进入门店的。一位古茗加盟商告诉界面新闻，古茗咖啡机一台在7.5万元左右。这对加盟商来说是一笔实打实的前期投入，最后要落到单店每天多卖多少杯、多久覆盖设备折旧和运营成本。
更现实的问题在于，咖啡机、烤箱、烘焙陈列，都需要新的操作空间和展示空间。如果老店型吧台紧凑、动线狭窄，新增品类只会变成员工负担。此外，过去茶饮店早间相对清闲，如果咖啡和烘焙要做成早高峰生意，门店就需要更早开店、提前备货和烤制。
5月25日，界面新闻走访深圳福田下沙城中村一家古茗老店型门店时，工作人员表示，该门店于2025年3、4月开出，并在去年新增了咖啡机，目前售卖咖啡类饮品。但这台咖啡机被塞在收银台与操作台之间的拐角，因空间有限，店员难以正面操作机器。
也因此，古茗门店必须跟着改。
古茗在2025年开始在全国推出6.0店型，面积更大、堂食区显著增加、视觉设计更贴近精品咖啡店风格，以支撑早餐、咖啡时段拓展和堂食占比提升。而此次伙伴大会活动策划方披露的新店型信息显示，门店动线和展示区域正在为咖啡、烘焙等新品类做适配。
2026年，茶饮品牌集体盯上咖啡。
茶百道预计到2026年底，咖啡业务有望覆盖2000家门店，动销门店的咖啡杯量占比将提升至15%左右；沪上阿姨截至2025年底已有超6000家门店完成咖啡设备升级，2026年计划加大茶咖融合，以提升单店盈利；连蜜雪冰城都在试点现萃咖啡、7.9元早餐业务。
背后原因是，茶饮行业已经过了只靠快速开店就能获得高增长的阶段。
过去几年，头部品牌纷纷冲刺万店，但当门店密度越来越高，继续盲目追求数字很容易带来管理半径扩大、单店分流和加盟商收益波动。王云安也曾提到，扩张不能超过组织能力，门店开得太快，组织力跟不上，后续问题会集中出现。因此，扩品类、拉长营业时段，成为头部品牌共同的增量选择。
相较而言，古茗步子迈得更大。目前，除了早餐和咖啡，古茗还在门店售卖瓶装饮料、果蔬汁、木薯炖奶等产品，并计划继续推出泡鲁达、糯米酸奶等新品。
王云安曾提到，古茗在产品上并不追求“引领时尚”，而是希望把别人已经验证过的产品做得更大众、更稳定；他还提到，古茗最大单品只占总销售额的11%。这意味着，古茗真正想做的不是再押中某个爆款，而是把门店变成一个高频消费渠道。
古茗的优势在于，它的冷链和区域加密，能支撑鲜奶、果汁、烘焙半成品等短保产品进入门店。
2025年，古茗实现收入约129亿元，同比增长46.9%；截至年底门店数达到13554家，二线及以下城市门店占比82%，乡镇门店占比44%。截至2025年底，古茗拥有24个仓库，冷库库容超过7万立方米，可向约98%的门店提供每两日一次的冷链配送服务，2025年仓到店配送成本少于GMV总额的1%。
这套体系最初是为鲜果茶服务的，现在可以迁移到更多新品类上。
基础美式、拿铁只能解决“我也有咖啡”的问题；真正让消费者记住古茗咖啡的，还是能不能做出带有鲜果茶基因的差异化产品。王云安此前也提到，古茗要从“卖咖啡”转向“卖不一样的咖啡”，果咖会是一个重点。
过去，古茗靠鲜果茶和下沉市场密集开店跑出规模；现在，门店已经超过1.3万家，它必须从每一家店里继续挖增长。咖啡和早餐，是古茗给出的新答案。但这个答案能不能成立，最终要看消费者是否真的愿意在早上走进古茗，也要看加盟商能否从这杯咖啡和这只面包里赚到钱。
Interface News Reporter | Lu Yibei
Interface News Editor | Xu Yue
Gu Ming is adding coffee and breakfast.
At the recent Partner Conference held at the Hangzhou Olympic Sports Center, Gu Ming revealed several new actions. The most crucial aspect is to continue to increase investment in coffee, with plans to invest an additional 400 million yuan to focus on the coffee category, and clearly position coffee as the second growth curve. At the same time, Guming has further increased its coffee revenue target from 10% -15% to 20% -25%.
Another action is breakfast. Guming plans to promote ovens in over 13000 stores nationwide in August, and the specific pace of implementation will depend on the wishes of franchisees. Previously, Guming had tested its breakfast business in thousands of stores in the Guangdong and Guangxi regions. Without large-scale promotion, a single store sold more than 25 baked goods per day, with an average daily turnover increase of over 200 yuan. In addition, Guming will continue to adjust its new store layout.
On May 25th, Interface News inquired with Gu Ming regarding the above matter, but Gu Ming stated that they would not comment.
Coffee and breakfast need to be watched together. The morning rush hour is an unavoidable scene for coffee to sell well; If only one bread is sold for breakfast, it is difficult to sustain consumers' purchasing reasons alone. Coffee with baking is more like a combination that office workers, students, and community consumers can easily buy in the morning.
More importantly, they all point to one thing that Guming has repeatedly emphasized in the past two years: increasing in store consumption and repeat purchases.
During the food delivery war in 2025, Wang Yun'an, CEO of Guming, made it clear that Guming wants to embrace dine in dining, and the ultimate goal of the freshly made tea beverage industry is "whoever buys again wins the world". At that time, Guming used low-priced new products to attract dine in customers. "Fresh Lemon Water" was only sold for 3 yuan, lower than the price of 4 yuan lemon water in Meixue Ice City, and the new product did not support ordering takeout.
This year, coffee and breakfast still follow the same approach: bringing consumers back to the store and allowing the store to do business during the previously relatively blank morning hours. The peak hours of tea shops are usually concentrated in the afternoon, afternoon tea, and evening, and in the morning it is actually a gap. During the mid year performance meeting in 2025, Wang Yun'an mentioned the breakfast project and stated that there has been a significant increase in the performance of the stores testing breakfast, as Guming had "no performance" during the breakfast period before.
Gu Ming will start exploring new store models from 2025. Image source: Guming official website
Gu Ming has been experimenting with coffee for a long time.
Around 2023, Gu Ming tested the "coffee+baking" combination in stores in Hangzhou and other places, mostly on a small scale. By 2025, coffee will become a standard feature in more stores. According to the financial report, as of the end of 2025, over 12000 Guming stores have been equipped with coffee machines and have launched 27 coffee drinks throughout the year.
At the same time as putting coffee machines in stores, Guming also leveraged consumers with basic styles such as American style and latte, as well as low-priced promotions, amidst the cracks of Luckin Coffee. In June 2025, Guming invited Daniel Wu as its coffee quality partner and launched a limited time promotion of "8.9 yuan for all coffee", using a lower threshold to make consumers accept the idea that "Guming also sells coffee".
From the existing data, Gu Ming did see reasons to continue investing. Wang Yun'an previously mentioned at the performance meeting that in the first half of 2025, the number of coffee stores operated by Guming will be limited, and the coffee business will truly start from the end of September and October 2025, with a daily average sales volume of 70-80 cups per store by the end of the year.
He also pointed out that last year, the main sales of Guming Coffee came from basic models, which helped establish a mindset of affordable and high-quality products; This year, we will focus on addressing the question of 'who am I' by launching differentiated products.
But coffee machines are not free to enter the store. A franchisee of Guming told Interface News that one Guming coffee machine costs around 75000 yuan. This is a solid upfront investment for franchisees, which ultimately depends on how many cups a single store sells per day, how long it covers equipment depreciation and operating costs.
A more practical problem is that coffee machines, ovens, and baking displays all require new operating and display spaces. If the old store style bar counter is compact and the flow line is narrow, adding new categories will only become a burden for employees. In addition, in the past, tea shops were relatively quiet in the morning. If coffee and baking were to become peak morning business, the store would need to open earlier, stock up in advance, and grill.
On May 25th, during a visit by Interface News to a vintage store in Xiasha Chengzhong Village, Futian, Shenzhen, staff stated that the store opened in March and April 2025 and added a coffee machine last year. Currently, it sells coffee beverages. But this coffee machine is stuck at the corner between the cashier and the control desk, and due to limited space, it is difficult for the staff to operate the machine directly.
The left picture shows the Guming coffee machine. Photo shoot: Interface News Lu Yibei
Therefore, the Guming store must be renovated accordingly.
Starting from 2025, Guming will launch a 6.0 store model nationwide, with a larger area, significantly increased dining areas, and visual design that is closer to the style of boutique coffee shops, in order to support the expansion of breakfast and coffee time slots and increase the proportion of dining in. The new store type information disclosed by the planning party of this partner conference event shows that the store flow and display area are adapting to new categories such as coffee and baking.
The ancient tea shop has been adjusted to adapt to new product categories. Photo source: Jade Wineless Culture official account
In 2026, tea beverage brands will collectively focus on coffee.
Chabaidao expects that by the end of 2026, its coffee business is expected to cover 2000 stores, and the proportion of coffee cup sales in dynamic stores will increase to around 15%; By the end of 2025, Shanghai Auntie has completed coffee equipment upgrades in over 6000 stores, and plans to increase the integration of tea and coffee in 2026 to enhance single store profitability; Even Meixue Ice City is piloting freshly brewed coffee and 7.9 yuan breakfast services.
The reason behind this is that the tea beverage industry has passed the stage where high growth can be achieved solely by opening stores quickly.
In the past few years, top brands have been rushing to open thousands of stores, but as store density continues to increase, blindly pursuing numbers can easily lead to an expansion of management radius, single store diversion, and fluctuations in franchisee revenue. Wang Yun'an also mentioned that expansion cannot exceed organizational capacity. If stores are opened too quickly and organizational capacity cannot keep up, problems will arise in the future. Therefore, expanding product categories and extending business hours have become common incremental choices for top brands.
Compared to others, Gu Ming took bigger steps. At present, in addition to breakfast and coffee, Guming also sells bottled beverages, fruit and vegetable juices, cassava stewed milk and other products in its stores, and plans to continue launching new products such as Paoluda and glutinous rice yogurt.
Wang Yun'an once mentioned that Guming does not pursue "leading fashion" in its products, but hopes to make products that have been verified by others more popular and stable; He also mentioned that the largest single product of Guming only accounts for 11% of the total sales. This means that what Guming really wants to do is not to bet on a popular product again, but to turn the store into a high-frequency consumption channel.
The advantage of Guming lies in its cold chain and regional encryption, which can support the entry of short-term products such as fresh milk, juice, and semi-finished baked goods into stores.
In 2025, Guming will achieve a revenue of approximately 12.9 billion yuan, a year-on-year increase of 46.9%; As of the end of the year, the number of stores reached 13554, with 82% of stores in second tier and below cities and 44% in rural areas. As of the end of 2025, Guming has 24 warehouses with a cold storage capacity of over 70000 cubic meters, and can provide cold chain delivery services to about 98% of stores every two days. By 2025, the cost of warehouse to store delivery will be less than 1% of the total GMV.
This system was originally designed to serve fresh fruit tea, but now it can be migrated to more new product categories.
Basic American and latte can only solve the problem of 'I have coffee too'; What truly makes consumers remember Guming Coffee is whether it can create differentiated products with fresh fruit tea genes. Wang Yun'an previously mentioned that Guming needs to shift from "selling coffee" to "selling different types of coffee", with fruit and coffee being a key focus.
In the past, Guming relied on fresh fruit tea and the intensive opening of stores in lower tier markets to achieve scale; Now, the number of stores has exceeded 13000, and it must continue to grow from every store. Coffee and breakfast are the new answers given by Gu Ming. But whether this answer holds true ultimately depends on whether consumers are really willing to walk into Guming in the morning, and whether franchisees can make money from this cup of coffee and this bread.