中国石油联合旺旺集团旗下邦德咖啡打造的全国首家联名IP主题店于上海浦东正式开业The first joint IP themed store created by Bond Coffee, a subsidiary of China Petroleum and Want Want Group, has officially opened in Pudong, Shanghai

近日，中国石油联合旺旺集团旗下邦德咖啡打造的全国首家联名IP主题店于上海浦东正式开业。本次战略合作落地门店以“加油+咖啡”为核心定位，打通综合能源补给、咖啡休闲、零食零售多元场景，打造一站式出行消费空间，为加油站非油业务创新升级开辟全新路径。

开业仪式现场，中国石油上海销售副总经理郭晓明表示，当前消费需求日趋多元，加油站正加速向综合能源服务站转型。此次携手旺旺邦德咖啡，是中国石油丰富非油业态、升级综合服务能力的关键实践。后续双方将依托中国石油全域渠道网络、邦德咖啡产品研发与品牌运营优势，持续打造年轻化、品质化、场景化消费体验，为市民提供更高效便捷的一站式综合服务。

旺旺集团总经理、邦德咖啡馆创始人蔡旺庭现场分享合作理念，他提出，中国石油为车辆补给能源，邦德咖啡为消费者补充活力，两大品牌同属“能量加油站”，合作具备天然契合度。本次跨界联动实现资源互通、优势互补，也为传统能源服务与新消费业态融合创新探索出新模式。

据门店介绍，这家联名IP主题店围绕市民出行需求完成全方位场景升级。店内除供应邦德咖啡独家创新的中国现萃咖啡果皮咖啡外，同步上架旺旺全系列经典零食、品牌文创周边等商品，构建“车辆加油+现制咖啡+零食选购”复合消费场景，车主完成车辆补能的同时，可一站式享受休闲、购物服务，全面优化出行途中消费体验。

作为旺旺集团重点孵化的新锐咖啡品牌，邦德咖啡2024年8月开出首家线下门店，长期坚持差异化创新路线，凭借果皮咖啡特色单品、年轻化品牌运营快速抢占市场，开业不足两年已落地近百家门店，覆盖机场、写字楼、文旅景区等多元场景，为本次加油站渠道合作打下扎实运营基础。

行业分析人士指出，伴随消费者一站式、便捷化消费需求持续提升，“能源服务+咖啡+零售”模式已成为加油站非油板块升级的主流方向。下一步，双方将以上海浦东首家IP主题店为样板，逐步推进邦德咖啡入驻更多中国石油加油站，持续完善“加油+咖啡”线下消费生态。同时双方计划在IP联名、限定产品研发、会员体系打通、渠道共建等维度深化长期合作，推动传统综合能源站点从单一车辆补能场所，升级为融合补能、休闲、购物功能的城市便民生活空间，为跨行业融合发展注入全新动能。

Recently, the first joint IP themed store created by Bond Coffee, a subsidiary of China Petroleum and Want Want Group, officially opened in Pudong, Shanghai. The strategic cooperation landing stores are positioned with "refueling+coffee" as the core, connecting multiple scenarios of comprehensive energy supply, coffee leisure, and snack retail, creating a one-stop travel consumption space, and opening up a new path for innovation and upgrading of non oil business at gas stations.

At the opening ceremony, Guo Xiaoming, Deputy General Manager of Sales at PetroChina Shanghai, stated that the current consumer demand is becoming increasingly diverse, and gas stations are accelerating their transformation into comprehensive energy service stations. This collaboration with Want Want Bond Coffee is a key practice for China Petroleum to enrich its non oil business and upgrade its comprehensive service capabilities. In the future, both parties will rely on China Petroleum's comprehensive channel network, Bond Coffee's product research and development, and brand operation advantages to continuously create a youthful, high-quality, and scenario based consumer experience, providing citizens with more efficient and convenient one-stop comprehensive services.

Cai Wangting, General Manager of Want Want Group and Founder of Bond Coffee, shared the concept of cooperation on site. He proposed that China Petroleum supplies energy to vehicles, and Bond Coffee replenishes energy for consumers. Both brands belong to the "energy refueling station" category, and cooperation has a natural fit. This cross-border linkage achieves resource interconnection and complementary advantages, and also explores new models for the integration and innovation of traditional energy services and new consumer formats.

According to the store's introduction, this joint IP themed store has completed a comprehensive scene upgrade around the travel needs of citizens. In addition to supplying Bond Coffee's exclusive innovative Chinese freshly brewed coffee peel coffee, the store also offers a full range of classic snacks and brand cultural and creative peripherals from Want Want, creating a composite consumption scenario of "vehicle refueling+freshly brewed coffee+snack selection". Car owners can enjoy one-stop leisure and shopping services while completing vehicle refueling, comprehensively optimizing the consumption experience during travel.

As a key emerging coffee brand incubated by Want Want Group, Bond Coffee opened its first offline store in August 2024. It has long adhered to a differentiated innovation route and quickly seized the market with its unique fruit peel coffee products and youthful brand operations. In less than two years since its opening, it has landed nearly a hundred stores, covering various scenarios such as airports, office buildings, and cultural tourism attractions, laying a solid operational foundation for this gas station channel cooperation.

Industry analysts point out that with the continuous increase in consumer demand for one-stop and convenient consumption, the "energy service+coffee+retail" model has become the mainstream direction for upgrading the non oil sector of gas stations. Next, both parties will use the first IP themed store in Pudong, Shanghai as a model to gradually promote Bond Coffee's entry into more PetroChina gas stations and continuously improve the offline consumption ecology of "gas+coffee". At the same time, both parties plan to deepen long-term cooperation in areas such as IP co branding, limited product development, membership system integration, and channel co construction, to promote the upgrading of traditional comprehensive energy stations from single vehicle energy replenishment sites to urban convenient living spaces that integrate energy replenishment, leisure, and shopping functions, injecting new momentum into cross industry integrated development.