咖啡是低成本引流工具？起底挪瓦店中店模式下的品控与加盟迷局Is coffee a low-cost drainage tool? The Quality Control and Franchise Puzzle under the Store in Store Model of Qidian Nuowa
“一进超市直接愣住，同一个人既要收银，又要制作咖啡，操作生疏之余，还让人疑虑，会不会收完钱没洗手就直接给我做咖啡？”这是不少网友对挪瓦的共同想法。
在全国咖啡连锁的规模化狂奔中，诞生于7年前的国产咖啡品牌挪瓦，以便利店为阵地拓店，目前已有约万家门店，且拿下餐饮行业2026年度一笔较大规模的融资。
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“万家门店”被视为连锁餐饮发展中的一道分水岭。事实上，走进大多数挪瓦咖啡店，消费者能明显感到“此门店非彼门店”，用挪瓦自己的话来说就是“店中店”。
近日，《每日经济新闻》记者（以下简称每经记者）走访发现，开在超市便利店的挪瓦，一张操作台和一台咖啡机即可构成一家“门店”，网友调侃的“旁边关东煮的气味会不会串到咖啡里”并非无稽之谈。
而且，其本就很低的加盟门槛还在降低。7月，挪瓦推出4.98万元加盟新政，店中店合作模式可嵌入便利店、网吧、零食折扣店等商业场景。一位挪瓦招商人员对意向加盟商的业态举例中，甚至包括美甲店、健身房、服装店、花店，但需取得餐饮经营许可证等。
基于此，难免有网友对挪瓦的品控与加盟模式产生疑虑。
“任何创新模式在规模化过程中都会面临管理半径的挑战，这是行业共性，而非店中店独有。针对多场景下的品质一致性挑战，挪瓦构建了严格的管理和培训体系。”挪瓦方面向每经记者回应称。
“寄生式”生意
能够实现“有条缝就挤进去”的店中店，并非挪瓦独有，但挪瓦是该模式最核心的践行者。
每经记者了解到，在挪瓦万店数据中，80%是店中店。因为依托原有的门店业态，场地“塞”进一个新的咖啡品牌，也被业内称为“寄生”模式。
如今不少便利店内，仍能见到瑞幸、库迪的点位。不过各家品牌布局的店中店，运营模式上形成了明显分野。比如瑞幸和库迪，也有开进餐厅或超市的店中店，但工作人员身着咖啡品牌统一工装，专职负责咖啡相关业务。
而入驻商超的挪瓦，咖啡制作人员为超市原有店员，桌面开辟一角、摆放一台咖啡机即可。“很多超市也要卖熟食，店员可以给消费者煮面、烤肠，顺便制作咖啡没有难度。”一位挪瓦的品牌拓展人员与意向加盟商沟通时称，“做咖啡不是造飞机火箭。”
每经记者走访北京、上海、成都三地的多家挪瓦合作门店发现，往往仅由一名便利店员工兼顾全店经营，同时承担咖啡制作。
实地观察中，店员制作饮品未佩戴帽子、口罩的现象时有发生。从业人员操作水平参差不齐，部分员工制作熟练，也有员工需要对照手册调配饮品。
在有的门店，原料区未做严格的隔离，每经记者能随意拿起饮品原料，之后再交还给工作人员。
“街边小摊采用类似方式，大众或许不以为意，但放在一家宣称连锁规模突破万家的品牌上，标准执行的落差就格外突出。”一位餐饮行业从业者评价道，“正因为餐饮不是造飞机火箭，上手门槛低，谁都可以做，所以连锁品牌的品控才尤为重要。”
“前一阵挪瓦做活动的时候，在抖音上下单1分钱1杯，订单量大到快把人‘做垮’。”每经记者以消费者身份走访时，北京一家好邻居便利店的员工说，“那两天每天300多杯，我连喝口水、上厕所的空闲都没有。我打开原料瓶时，没留意里面存有气体，瓶盖弹起来打到眼睛，眼白全都充血。我只是小时工，没有缴纳保险，哪怕做再多咖啡，到手还是原来的那1000多元工资。”
“‘店中店’并非对品牌定位的稀释，而是对消费场景的延伸，正如刚才所说，我们要让消费者随手可买一杯咖啡。”在每经记者向挪瓦方面采访品控管理问题时，该公司回复，“新店由专职培训师带教，确保便利店店员快速达到咖啡师出品标准。同时推出日常运营检查与不定期神秘访客双线巡检，覆盖物料有效期、设备清洁、操作动线及卫生细节。此外，还通过高标准化的SKU（单品）和数字化设备，将人为操作变量降到最低。”
极致低成本开店
2019年，郭星君创立挪瓦。这一年，中国咖啡市场的需求正在快速崛起，瑞幸咖啡年底门店数量达数千家，库迪咖啡还未成立，挪瓦在开发独立门店不久后，投入店中店模式，以外卖平台作为主要渠道。
汪勇（化名）大约在2021年加盟挪瓦。在此之前，他已经经营着一家独立精品咖啡店，随后就在自有门店内增设挪瓦点位。“当时加盟费只需要几百元。我就在自家咖啡店里挂上挪瓦的招牌，直接使用门店原有咖啡机，仅向挪瓦采购咖啡豆、牛奶等原料，生意九成依靠外卖订单。”汪勇向每经记者表示。
“当时一天可以销售400杯，其中100杯的物料由挪瓦赠送。这么大的单量，还得招员工，算上房租、水电和人工，我并不挣多少，还不如就做我自己的咖啡，还能轻松点。所以合作一年多以后，我就把这家挪瓦标杆门店转出去了。”汪勇直言，“品质是很难把控的，那个豆子就是含咖啡因而已，我保守估计一杯的成本2元不到。”
在他看来，现在咖啡反而需要往上“卷”品质才能真正赢得消费者，“‘卷’价格、‘卷’成本已经‘卷’死了，你看现在瑞幸有的产品也使用单一产地咖啡豆了，那种瑰夏价格很高的，而且产量还不大”。
2024年11月，挪瓦官宣与连锁便利店品牌见福合作，这被挪瓦称为“咖啡+”联营计划首个官宣合作品牌。而如今，美宜佳、之上、全家亲等区域或头部连锁便利店品牌都出现了挪瓦的身影。
一家连锁品牌便利店增加挪瓦业务成本有多低？近日每经记者以意向加盟商的身份咨询了之上便利店招商人员，其介绍称，合计费用1.1万元左右，包含5000元的咖啡机设备抵押费，以及不到6000元的首批物料费，面积仅需不到两平方米。
这一举措带动挪瓦门店快速扩张，2025年初门店数量超过2000家，2025年底超过1万家。独特的商业模式、狂奔的开店速度，为挪瓦引入不少资方，天眼查显示，成立7年来，挪瓦累计完成7轮融资，2026年1月完成数亿元C轮融资，资方不乏金沙江创投、草根知本等知名投资机构。
公开资料显示，2026年4月28日，挪瓦官宣杨洋为全球品牌代言人。
合作业态再扩容
挪瓦的店中店还在加速繁衍。
7月10日，挪瓦发布4.98万元加盟新政，将店中店形态加速嵌入便利店、网吧、零食折扣店等存量商业场景。根据招商经理发来的资料，这一新的单店加盟方案实则2.98万元即可加盟，需要自备设备，不抽成也不收取管理费，按照这一最低投入，回本周期短则1个月，长则3个月。值得注意的是，回本测算标准基于每日出杯120~200杯。
“如果放在美甲店里，美甲师既要给客户做指甲，又要做咖啡，可能忙不过来，就需要再请一位员工了。如果在健身房就不需要加人，因为健身房基本上都是器械类的，员工在健身房里就是监督消费者操作是否安全规范，看一下、打一杯咖啡，能兼顾。开在网吧里的，经营效果也好。”一位挪瓦市场拓展人员告诉意向加盟商，前提是经营场所能办下餐饮经营许可证、具备上下水条件等。这类店中店的核心目标并非依靠咖啡盈利，而是通过咖啡带动主业客流。
意向加盟商透露，挪瓦还能帮他们直接找超市合作。“可以带着自己的店来合作，也可以挪瓦帮你找，起步门槛20家。”在这种联营模式下，合作门店、在岗店员均不由加盟商直接管理，挪瓦设置了哪些机制保障投资方收益与权益？
“首先，我们和供应商透明分账，通过数字化系统实现订单实时分账，资金流转清晰可查；其次，我们也有合同约束，明确约定品牌方、运营方的权责利，保障投资方知情权与收益权。”挪瓦对每经记者回应。
每经记者跟踪挪瓦店中店模式两个多月，观察到该品牌对上述资金类加盟商的提成模式发生了变化，原来是门店每卖出1杯咖啡，加盟商即可提成1.3元~1.5元，在挪瓦品牌做每杯0.1元特惠活动时，加盟商的提成标准仍然不变。
从7月上旬起，提成模式变为按实际成交额提成，市场拓展人员对意向加盟商表示：“比如这杯咖啡卖10元，你就按10元来分利润。”
知情人士也向每经记者证实了上述加盟商的分账变化细则。而透过分账规则更迭、多业态植入的表层动作不难看出，挪瓦店中店模式底层逻辑十分明确，并非冲着咖啡本身的收益，咖啡更像是低成本引流工具。
“7月上旬加盟新政出台以后，美甲店和花店目前还没有加盟的，后续还不确定。植入各种新业态的逻辑是，（通过）咖啡让用户多在主业消费场景停留，增进加盟商主业的客流量。比如酒店、电竞网咖这类加盟商，他们主业门店投资几百万元起，卖咖啡也就能让1个月多收入一两万元，是‘毛毛雨’的收入，但可以通过咖啡来拉高其他连带商品的消费。”上述知情人士表示。
店中店路线分化
对于这种店中店模式，不同品牌呈现不同态度。
2024年5月，库迪官宣COTTI Express便捷店，同样与连锁品牌进行合作。近日，每经记者以意向加盟商的身份咨询库迪招商人员，其表示，目前仅有标准店（独立门店）模式开放加盟。
当被问及便利店店中店加盟时，瑞幸方面的市场拓展人员称：“那是我们在2018年刚开始招商时重点下放的，当时门店数量少，品牌还不够成熟，公司用‘小店快咖’的形式迅速裂变。但从去年开始我们对加盟商都有门店面积要求，最小36平方米。”
此外，Tims天好咖啡也与中石化易捷旗下的易捷咖啡达成战略合作，开设店中店。但据接近Tims天好咖啡的人士透露，其店中店类似加油站中的一个“咖啡角”，有单独的柜台。“不能什么样的业态里都挤进去一个咖啡店。”
但也有后继者与挪瓦争“店中店一哥”的位置——最近刚完成新一轮融资的小咖咖啡。每经记者在良品铺子等门店中看到小咖咖啡的身影，占用零食店一角铺设全自动咖啡机，由零食店店员兼职做咖啡，与挪瓦如出一辙。
6月底，每经记者以意向加盟商的身份咨询了解到，这一店型采用直营模式，主要是品牌方在各地进行市场调研。但到7月中旬，招商经理则主动与意向加盟商联络称，小咖咖啡店中店模式可以开放给个人加盟，但至少投资5家店，一家门店6.6万元，以一杯2元给投资商提成。该品牌对外宣传提出3年拓店10万家的目标，对外称剑指“咖啡第一股”。
预见资本合伙人、加盟行业专家龙真则指出了这一模式的另一风险点：回本周期。只有把成本压得足够低，才有可能尽快让加盟商回本。在他看来，店中店模式是一种自动贩卖机模式，瞄准的是存量的优质点位，属于封闭式选址，这区别于独立门店的开放式选址。
在业内人士看来，如果发生食品卫生等问题，可能引发连锁反应，所以这种模式的闭店率也会比较高。
对于店中店模式，为什么不同咖啡品牌态度不同？
“我们不对其他品牌的具体模式做评价。就客观情况而言，我们实际上也是不同。”挪瓦方面向每经记者表示，“我们没有摇摆，挪瓦用的是经过市场验证的方式，战略方向没有调整。未来将继续坚持‘店中店与独立店并行发展、生态协同’。（对）两者会根据不同城市、地域的消费成熟度动态调整，但绝非‘此消彼长’的关系。”
每日经济新闻
As soon as I entered the supermarket, I was stunned. The same person had to cash in and make coffee, which not only made me unfamiliar with the operation, but also raised doubts. Will they just make coffee for me without washing their hands after collecting the money? "This is a common idea among many netizens about Novah.
In the nationwide scaling frenzy of coffee chains, the domestic coffee brand Novah, born 7 years ago, has expanded its stores through convenience stores and currently has about 10000 stores. It has also secured a large-scale financing for the catering industry in 2026.
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The 'Wanjia Store' is regarded as a watershed in the development of chain catering. In fact, when entering most Novas coffee shops, consumers can clearly feel that 'this store is not that store', in Novas' own words, it is a 'store within a store'.
Recently, a reporter from the Daily Economic News (hereinafter referred to as the "reporter") visited and found that in a convenience store in a supermarket, a desk and a coffee machine can form a "store". The joke made by netizens about "whether the smell of Kanto cooking next to it will seep into the coffee" is not groundless.
Moreover, its already low franchise threshold is still being lowered. In July, Novartis launched a new franchise policy worth 49800 yuan, and the store in store cooperation model can be embedded in commercial scenarios such as convenience stores, internet cafes, and snack discount stores. A Norwegian investment consultant gave examples of potential franchisees' business formats, including nail salons, gyms, clothing stores, and flower shops, but they need to obtain a catering business license, etc.
Based on this, it is inevitable that some netizens have doubts about Novah's quality control and franchise model.
Any innovative model will face the challenge of management radius in the process of scaling up, which is a common phenomenon in the industry, not unique to store in store. In response to the challenge of quality consistency in multiple scenarios, Novartis has established a strict management and training system, "Novartis responded to every reporter.
Parasitic business
The ability to achieve a store in store model where every crack is squeezed in is not unique to Novartis, but Novartis is the core practitioner of this model.
According to the reporter's understanding, 80% of the data from Novawan stores are in store. Due to relying on the existing store format, a new coffee brand is "stuffed" into the venue, also known as the "parasitic" model in the industry.
Nowadays, in many convenience stores, you can still see the locations of Luckin Coffee and Kudi. However, the store in store layout of various brands has formed a clear differentiation in their operational models. For example, Luckin Coffee and Kudi also have in store stores in restaurants or supermarkets, but the staff wear coffee brand uniforms and are dedicated to coffee related business.
And for Novas, who has joined the supermarket, the coffee makers are the original staff members of the supermarket. A corner of the table can be opened and a coffee machine can be placed. Many supermarkets also sell cooked food, and the staff can cook noodles, grill sausages, and make coffee for consumers without difficulty, "said a brand development personnel of Novartis when communicating with potential franchisees." Making coffee is not about building airplanes and rockets
After visiting multiple Novartis cooperative stores in Beijing, Shanghai, and Chengdu, it was found that only one convenience store employee is often responsible for managing the entire store and making coffee.
During on-site observation, it is common for shop assistants to make drinks without wearing hats or masks. The operational level of practitioners varies greatly, with some employees being proficient in production, while others need to refer to the manual to prepare drinks.
In some stores, the raw material area is not strictly isolated, and reporters can pick up beverage ingredients at will and then return them to the staff.
The use of similar methods by street vendors may not be a concern to the public, but when it comes to a brand that claims to have surpassed 10000 chain stores, the gap in standard execution is particularly prominent, "commented a catering industry practitioner." Because catering is not about building airplanes and rockets, the threshold for entry is low, and anyone can do it, so quality control of chain brands is particularly important
"A while ago, when moving tiles to do activities, I placed an order for one penny and one cup in Tiktok, and the order volume was so large that people were almost 'ruined'." Every time a reporter visited as a consumer, an employee of a good neighbor convenience store in Beijing said, "Those two days, I had more than 300 cups a day, and I didn't even have time to drink water or go to the toilet. When I opened the raw material bottle, I didn't notice that there was gas in it, and the bottle cap popped up and hit my eyes, and the whites of my eyes were all congested. I was only an hourly worker, and I didn't pay insurance. Even if I made more coffee, I still got the original salary of more than 1000 yuan."
'Store in store' is not a dilution of brand positioning, but an extension of consumer scenarios. As mentioned earlier, we want consumers to be able to easily buy a cup of coffee. When interviewed about quality control management issues by reporters, the company replied, 'New stores are taught by dedicated trainers to ensure that convenience store staff quickly meet barista production standards. At the same time, daily operational inspections and irregular mysterious visitor double line inspections are launched, covering material shelf life, equipment cleaning, operation flow, and hygiene details. In addition, human operation variables are minimized through highly standardized SKUs (single products) and digital equipment.'. ”
Extremely low-cost store opening
In 2019, Guo Xingjun founded Novartis. This year, the demand for coffee in the Chinese market is rapidly rising. Luckin Coffee had thousands of stores by the end of the year, while Kudi Coffee had not yet been established. Shortly after developing independent stores, Novartis entered the store in store model, using food delivery platforms as the main channel.
Wang Yong (pseudonym) joined Novartis around 2021. Prior to this, he had already run an independent boutique coffee shop and subsequently added a Nowa point within his own store. At that time, the franchise fee was only a few hundred yuan. I hung the Nuowa sign in my own coffee shop and directly used the store's existing coffee machine. I only purchased coffee beans, milk and other raw materials from Nuowa, and 90% of my business relied on takeaway orders, "Wang Yong told reporters.
At that time, we could sell 400 cups a day, of which 100 cups of materials were given away by Novartis. With such a large order volume, we had to hire employees, including rent, utilities, and labor. I didn't earn much, so I might as well make my own coffee, which was easier. So after more than a year of cooperation, I sold this Novartis benchmark store. "Wang Yong said frankly," Quality is difficult to control, and that bean only contains caffeine. I conservatively estimate that the cost of one cup is less than 2 yuan
In his opinion, coffee now needs to be rolled up in quality to truly win over consumers. "The price and cost of rolling have already died down. Look, some products from Luckin Coffee now use single origin coffee beans, such as those from Guixia with high prices and small production volumes.
In November 2024, Novartis officially announced a partnership with the chain convenience store brand Jianfu, which Novartis called the first officially announced partnership brand in the "Coffee+" joint venture plan. Nowadays, Nuowa has appeared in regional or top chain convenience store brands such as Meiyijia, Shangshang, and FamilyMart.
How low is the cost of adding Novas to a chain brand convenience store? Recently, the reporter consulted with the investment personnel of the convenience store as an intended franchisee, and their introduction stated that the total cost is about 11000 yuan, including a 5000 yuan coffee machine equipment mortgage fee and less than 6000 yuan for the first batch of material costs, with an area of less than two square meters.
This measure has driven the rapid expansion of Norway's stores, with the number of stores exceeding 2000 by the beginning of 2025 and over 10000 by the end of 2025. The unique business model and fast opening speed have introduced many investors to Novartis. According to Tianyancha, Novartis has completed 7 rounds of financing since its establishment 7 years ago, and completed hundreds of millions of yuan in Series C financing in January 2026. The investors include well-known investment institutions such as Jinshajiang Venture Capital and Grassroots Zhiben.
According to public information, on April 28, 2026, Novartis officially announced Yang Yang as the global brand ambassador.
Further expansion of cooperative formats
Noah's shop in shop is still accelerating its proliferation.
On July 10th, Novartis released a new franchise policy worth 49800 yuan, accelerating the integration of in store formats into existing commercial scenarios such as convenience stores, internet cafes, and snack discount stores. According to the information sent by the investment manager, this new single store franchise plan can actually be joined for 29800 yuan, requiring self provided equipment and no commission or management fee. Based on this minimum investment, the payback period can be as short as one month or as long as three months. It is worth noting that the cost estimation standard is based on the daily consumption of 120-200 cups.
If placed in a nail salon, nail technicians have to do both nail work and coffee for customers, which may be too busy and require hiring another employee. If placed in a gym, there is no need to add people because most gyms are equipment, and employees in the gym are responsible for supervising whether consumers operate safely and regulations, checking and making a cup of coffee, which can be balanced. If opened in an internet cafe, the business effect is also good. "A Norwegian market development personnel told potential franchisees that the premise is that the business premises can obtain a catering business license, have water supply and drainage conditions, etc. The core goal of this type of shop in shop is not to rely on coffee for profit, but to drive the main business customer flow through coffee.
Intentional franchisees revealed that Novas can also help them directly find supermarkets to cooperate with. You can bring your own store to cooperate, or Novartis can help you find it. The starting threshold is 20. In this joint venture model, cooperative stores and on duty staff are not directly managed by franchisees. What mechanisms has Novartis set up to protect the income and rights of investors?
Firstly, we have transparent account sharing with suppliers and implement real-time order sharing through digital systems, ensuring clear and traceable fund flow. Secondly, we also have contractual constraints that clearly define the rights and interests of the brand and operator, safeguarding the investors' right to know and their right to profit.
After tracking the store in store model of Novartis for more than two months, it was observed that the brand's commission model for the above-mentioned fund based franchisees had changed. Originally, for every cup of coffee sold in the store, franchisees could receive a commission of 1.3 to 1.5 yuan. However, when Novartis launched a 0.1 yuan per cup special promotion, the commission standard for franchisees remained unchanged.
Starting from early July, the commission model has changed to commission based on actual transaction volume. Market development personnel have expressed to potential franchisees, "For example, if this cup of coffee sells for 10 yuan, you can split the profit based on 10 yuan
Insiders have also confirmed to reporters the detailed changes in the distribution of accounts for the aforementioned franchisees. It is not difficult to see through the surface actions of changing the distribution rules and implanting multiple business models that the underlying logic of the store in store model of Novas is very clear, and it is not aimed at the profit of coffee itself. Coffee is more like a low-cost drainage tool.
After the introduction of the new franchise policy in early July, nail salons and flower shops have not yet joined, and the future is uncertain. The logic behind introducing various new formats is to encourage users to stay more in their main business consumption scenarios through coffee, and to increase the customer flow of franchisees' main businesses. For example, franchisees such as hotels and e-sports internet cafes can invest several million yuan in their main stores, and selling coffee can earn an additional income of ten to twenty thousand yuan per month, which is a 'drizzle' income. However, coffee can be used to boost the consumption of other related products, "said the insider.
Store in store route differentiation
For this store in store model, different brands present different attitudes.
In May 2024, Kudi officially announced the COTTI Express convenience store and also partnered with chain brands. Recently, the reporter consulted with the personnel of Kudi Investment Promotion as an intended franchisee, and they stated that currently only the standard store (independent store) model is open for franchise.
When asked about store in store franchising in convenience stores, Luckin Coffee's market development personnel said, "That was a key focus we placed on when we first started attracting investment in 2018. At that time, the number of stores was small and the brand was not yet mature. The company quickly expanded in the form of 'small shop fast coffee'. However, since last year, we have had store area requirements for franchisees, with a minimum of 36 square meters
In addition, Tims Tianhao Coffee has also established a strategic partnership with Yijie Coffee, a subsidiary of Sinopec Yijie, by opening in store stores. But according to sources close to Tims Tianhao Coffee, its shop in shop is similar to a "coffee corner" in a gas station, with a separate counter. We can't squeeze all kinds of formats into one coffee shop
But there are also successors competing with Novas for the position of "top store in store" - Xiaoka Coffee, which recently completed a new round of financing. Every time reporters see the presence of small coffee shops in stores such as Liangpinpuzi, they occupy a corner of the snack shop and install fully automatic coffee machines, with snack shop staff working part-time to make coffee, just like Novas.
At the end of June, after consulting with reporters as potential franchisees, it was learned that this store model adopts a direct sales model, mainly through market research conducted by the brand in various regions. But by mid July, the investment manager took the initiative to contact potential franchisees, stating that the small coffee shop in store model could be opened to individual franchisees, but at least 5 stores would be invested, with each store costing 66000 yuan, and a commission of 2 yuan per cup would be given to investors. The brand has set a goal of expanding 100000 stores within 3 years for external promotion, and is referred to as the "first coffee stock".
Long Zhen, a foresight capital partner and an expert in the franchise industry, pointed out another risk point of this model: return to the current cycle. Only by keeping costs low enough can franchisees recoup their costs as soon as possible. In his view, the store in store model is a vending machine model that targets high-quality existing locations and belongs to closed site selection, which is different from the open site selection of independent stores.
In the eyes of industry insiders, if there are food hygiene issues, it may trigger a chain reaction, so the closure rate of this model will also be relatively high.
Why do different coffee brands have different attitudes towards the in store model?
We do not evaluate the specific models of other brands. Objectively speaking, we are actually different, "Novartis told reporters
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