库迪咖啡 COTTI COFFEE
库迪咖啡（COTTI COFFEE）是中国新锐连锁咖啡品牌，由瑞幸咖啡创始人、前CEO钱治亚携原核心团队于2022年10月创立，总部设在北京，运营中心位于天津，是近年全球扩张速度最快的咖啡连锁品牌之一。品牌以“让用户轻松享受咖啡生活”为使命，凭借高性价比、全联营模式、强供应链、全球化布局四大核心优势，短短三年跻身全球咖啡品牌第一梯队，彻底改写中国咖啡市场竞争格局。
一、发展历程：三年狂飙，从首店到全球万店
2022年10月22日，库迪全球首店在福建福州开业，正式宣告入局咖啡赛道，核心团队自带成熟的连锁咖啡运营经验，开局便备受行业关注。
2023年成为品牌“狂奔元年”：开业仅10个月，门店数量突破5000家，创下咖啡品牌最快拓店纪录；同年7月，投资2亿美元、占地11万平方米的安徽当涂供应链基地动工，补齐产能短板。
2024年3月，门店数量突破10000家，成为全球最快达成万店规模的咖啡品牌；同年完成全球供应链双基地布局，业务覆盖28个国家和地区，同时签约成为阿根廷国家足球队全球赞助商，开启体育营销破圈之路。
2025年10月，品牌成立三周年之际，全球门店突破1.8万家，覆盖6大洲33个国家和地区，稳居全球第三大连锁咖啡品牌；国内市场下沉成效显著，三线及以下城市门店占比超65%，实现从一线城市到县域市场的全覆盖。
2026年，库迪持续保持每月300家以上的拓店速度，同步推进“咖啡+便利店”模式，重构消费场景，提升单店盈利水平。
二、品牌定位与核心优势
（一）品牌定位：高性价比国民咖啡
库迪精准锚定大众平价咖啡市场，打破“现磨咖啡=高价”的固有认知，核心产品定价长期稳定在8.8-15元，远低于星巴克、瑞幸同品类产品，直接将现磨咖啡的国民消费心理价位锁定在10元以内。品牌主打“好咖啡源自好原料”，以亲民价格提供高品质咖啡，覆盖上班族、学生党、县域消费者等广泛人群，定位“人人喝得起的国民咖啡”。
（二）核心优势：四大壁垒构筑竞争力
全联营模式：低门槛，强绑定
区别于传统加盟或直营模式，库迪创新推出“咖啡梦想家计划”，采用全联营模式：零加盟费、零管理费，仅从联营商毛利中抽取0-25%服务费，生意越好分成越高，实现风险共担、利益共享。同时，最低12万元即可开店，新店前2个月全程托管，配套标准化培训与运营支持，咖啡小白也能快速上手；店型涵盖快取店、店中店、便利店店型等，面积10-50平方米，适配写字楼、社区、商场、县域街道等多元场景，大幅降低拓店成本与门槛。
全球化供应链：低成本，高品质
为支撑万店规模与低价策略，库迪投入重金构建双基地+全球化供应链：华东安徽当涂基地聚焦国内烘焙，年产能4.5万吨，覆盖国内门店原料需求；国际芜湖基地依托长江港口优势，专注全球生豆进口、保税仓储与烘焙，物流成本降低30%以上。咖啡豆精选埃塞俄比亚、哥伦比亚、巴西等产区优质生豆，核心采用铂金精品豆（含水洗耶加雪菲、日晒西达摩），兼具花香、柑橘香与焦糖尾韵，提供精萃、原萃、满萃三种萃取方式，兼顾品质与个性化需求。生产端引入AI智能调度系统，实时分析全国门店销售数据，15分钟内调整生产线，供应链响应速度比传统企业快3倍，有效保障新品供应与库存稳定。
产品矩阵：爆款驱动，本土化创新
库迪以爆款产品+本土化创新构建核心竞争力，初期借鉴行业爆款逻辑，快速推出生椰拿铁、美式、拿铁、摩卡等经典产品，2023年生椰拿铁单月销量突破800万杯，成为国民级爆款。随后加速本土化创新，推出五常米咖、麻薯拿铁、西瓜生椰拿铁等贴合中国人口味的产品，其中五常米咖将东北大米香气融入咖啡，实现跨界破圈。同时布局“咖啡+”场景，2025年推出便利店店型，新增冰淇淋、西式烤肠、热食便当、早餐包等品类，14.9元鸡腿饭+咖啡组合，将单店客单价从12元提升至25元，坪效增长30%，从“咖啡店”升级为“社区生活驿站”。
品牌营销：年轻化，全球化破圈
品牌视觉采用红色主色调+白色@符号，简约时尚、辨识度高，契合年轻群体审美。签约王一博、杨幂为品牌代言人，触达年轻消费群体；频繁跨界IP联名，包括哪吒、加菲猫、樱桃小丸子等，同时亮相武汉网球公开赛、英雄联盟全球总决赛、金鸡百花电影节等顶级赛事与活动，提升品牌影响力。全球化布局同步推进本土化运营，海外门店适配当地口味（如东南亚推椰咖、欧洲推浓醇美式），依托“中国制造+全球资源+本土创新”，完成从“产品出海”到“价值出海”的进阶。
三、门店布局与经营数据
截至2026年5月，库迪全球门店超1.9万家，中国市场占比约85%，海外覆盖韩国、日本、东南亚、欧洲、美洲等33个国家和地区。国内门店分布：新一线城市占比32.31%，三线城市占比19.97%，四线及以下县域占比超45%，一线城市仅占8.92%，精准避开瑞幸、星巴克重兵布局的核心城市，抢占下沉市场空白。
经营层面，库迪单店日均销量300-500杯，下沉市场门店成本低、租金便宜，净利率可达15%-20%；2025年国内营收突破120亿元，海外营收占比提升至15%，成为中国咖啡品牌出海标杆。
四、行业影响与争议
（一）行业影响：重塑格局，普及咖啡
库迪的崛起彻底改变中国咖啡市场格局，从“瑞幸、星巴克双寡头”演变为“瑞幸、库迪双雄争霸，星巴克高端卡位”的新局面。其低价策略直接推动现磨咖啡全民普及，加速咖啡文化从一线城市向县域渗透，带动国内咖啡消费市场规模快速增长，2025年中国现磨咖啡市场规模突破500亿元，库迪贡献超20%增量。同时，库迪的联营模式、供应链体系为行业提供可复制的增长模型，推动咖啡行业从“高价小众”向“平价大众”转型。
（二）争议与挑战
高速扩张背后，库迪也面临诸多争议：一是低价竞争隐忧，长期9.9元定价被质疑“价格战内卷”，利润空间受限，或影响产品品质与服务稳定性；二是拓店质量质疑，部分县域门店存在客流不足、运营管理混乱等问题，闭店率高于一线城市；三是同质化竞争，产品与瑞幸高度重合，本土化创新爆款较少，品牌差异化认知不足。此外，全球扩张面临海外市场文化差异、本地品牌竞争、供应链适配等挑战，长期盈利能力仍需时间验证。
五、未来发展规划
库迪未来将坚持“规模扩张+品质升级+全球化深耕”三大核心战略：2026-2027年，国内门店突破3万家，海外门店突破5000家，稳居全球第二大连锁咖啡品牌；持续加码供应链，推进AI智能化生产，降低成本、提升品质；深化“咖啡+便利店”模式，完善早餐、下午茶、简餐全时段场景，提升单店盈利；加速本土化创新，推出更多贴合中国人口味的爆款产品，强化品牌差异化；深耕海外市场，重点布局东南亚、中东、欧洲市场，打造“中国咖啡品牌”全球名片。
从2022年首店到2026年全球近2万家门店，库迪用三年时间走完行业十年的路，以平价策略打破咖啡消费壁垒，以创新模式重构行业规则。尽管面临争议与挑战，但不可否认，库迪已成为中国咖啡行业的核心力量，推动中国从“咖啡消费大国”向“咖啡创新强国”迈进，让世界看到中国咖啡品牌的速度与力量。
COTTI COFFEE is a cutting-edge chain coffee brand in China, founded by Qian Zhiya, founder and former CEO of Luckin Coffee, and his core team in October 2022. Its headquarters is located in Beijing and its operation center is in Tianjin. It is one of the fastest-growing coffee chain brands in the world in recent years. The brand's mission is to make it easy for users to enjoy coffee life. With four core advantages of high cost-effectiveness, full joint venture mode, strong supply chain, and global layout, it has entered the top tier of global coffee brands in just three years, completely rewriting the competitive landscape of the Chinese coffee market.
1、 Development history: Three years of rapid growth, from the first store to thousands of stores worldwide
On October 22, 2022, Kudi's first global store opened in Fuzhou, Fujian, officially announcing its entry into the coffee industry. The core team has mature experience in chain coffee operations and has attracted industry attention since the beginning.
2023 will become the "first year of brand frenzy": after only 10 months of opening, the number of stores has exceeded 5000, setting a record for the fastest expansion of coffee brands; In July of the same year, the Anhui Dangtu Supply Chain Base, with an investment of 200 million US dollars and covering an area of 110000 square meters, started construction to fill the gap in production capacity.
In March 2024, the number of stores exceeded 10000, becoming the fastest coffee brand in the world to achieve a scale of 10000 stores; In the same year, the dual base layout of the global supply chain was completed, with business covering 28 countries and regions. At the same time, it signed a contract to become a global sponsor of the Argentine national football team, opening the way for sports marketing to break through the circle.
In October 2025, on the occasion of the third anniversary of the brand's establishment, the number of global stores will exceed 18000, covering 33 countries and regions on 6 continents, firmly ranking as the third largest chain coffee brand in the world; The sinking effect of the domestic market is significant, with stores in third tier and below cities accounting for over 65%, achieving full coverage from first tier cities to county-level markets.
In 2026, Kudi will continue to maintain a monthly expansion speed of over 300 stores, synchronously promote the "coffee+convenience store" model, reconstruct consumer scenarios, and improve the profitability of individual stores.
2、 Brand positioning and core advantages
（1） Brand positioning: High cost-effective national coffee
Kudi precisely anchors the mass market for affordable coffee, breaking the inherent understanding that "freshly ground coffee equals high price". The core product price has remained stable at 8.8-15 yuan for a long time, far lower than products in the same category as Starbucks and Luckin Coffee, directly locking the psychological price of freshly ground coffee within 10 yuan for national consumption. The brand's main slogan is "Good coffee comes from good ingredients", providing high-quality coffee at affordable prices, covering a wide range of people such as office workers, student parties, and county-level consumers, positioning itself as "affordable national coffee for everyone".
（2） Core advantage: Building competitiveness through four major barriers
Full joint venture model: low threshold, strong binding
Different from traditional franchise or direct sales models, Kudi Innovation has launched the "Coffee Dreamer Plan", which adopts a full joint venture model: zero franchise fees, zero management fees, and only draws 0-25% service fees from the gross profit of joint venture partners. The better the business, the higher the profit sharing, achieving risk sharing and benefit sharing. At the same time, a minimum of 120000 yuan is required to open a store, with full custody for the first 2 months of the new store. Standardized training and operational support are provided, and even coffee novices can quickly get started; The store types include express delivery stores, in store stores, convenience store types, etc., with an area of 10-50 square meters, suitable for diverse scenarios such as office buildings, communities, shopping malls, county streets, etc., greatly reducing the cost and threshold of expanding stores.
Global supply chain: low cost, high quality
To support the scale and low price strategy of Wandian, Kudi has invested heavily in building a dual base+global supply chain: the East China Anhui Dangtu base focuses on domestic baking, with an annual production capacity of 45000 tons, covering the raw material needs of domestic stores; The International Wuhu Base relies on the advantages of the Yangtze River Port, focusing on global green bean imports, bonded warehousing, and baking, reducing logistics costs by more than 30%. The coffee beans are carefully selected from high-quality raw beans from production areas such as Ethiopia, Colombia, and Brazil. The core uses platinum premium beans (including washed Yegashefe and sun dried Xidamo), which combine floral, citrus, and caramel flavors. It offers three extraction methods: refined, original, and full extraction, catering to both quality and personalized needs. The production end introduces an AI intelligent scheduling system, which analyzes real-time sales data from stores nationwide and adjusts production lines within 15 minutes. The supply chain response speed is three times faster than traditional enterprises, effectively ensuring stable supply of new products and inventory.
Product Matrix: Driven by popular products, localized innovation
Kudi builds its core competitiveness through popular products and localized innovation. In the early stages, it draws on the logic of popular products in the industry and quickly launches classic products such as coconut latte, American latte, latte, mocha, etc. In 2023, the monthly sales of coconut latte exceeded 8 million cups, becoming a national level popular product. Subsequently, we accelerated localization innovation and launched products that cater to Chinese tastes, such as Wuchang Rice Coffee, Mashu Latte, and Watermelon Coconut Latte. Among them, Wuchang Rice Coffee incorporates the aroma of Northeastern rice into coffee, achieving cross-border breakthroughs. At the same time, we will layout the "coffee+" scene and launch a convenience store model by 2025, adding categories such as ice cream, Western style grilled sausages, hot lunch boxes, breakfast bags, etc. The combination of 14.9 yuan chicken leg rice and coffee will increase the unit price of a single store from 12 yuan to 25 yuan, increase the floor area efficiency by 30%, and upgrade from a "coffee shop" to a "community life station".
Brand Marketing: Youthfulness, Global Breakthrough
The brand's visual design adopts a red main color scheme and a white @ symbol, which is simple, fashionable, and highly recognizable, catering to the aesthetic preferences of young people. Signed Wang Yibo and Yang Mi as brand spokespersons to reach young consumer groups; Frequent cross-border IP collaborations, including Nezha, Garfield, Cherry Ball, etc., have also made appearances at top events and events such as the Wuhan Tennis Open, League of Legends Global Finals, and Golden Rooster Hundred Flowers Film Festival, enhancing brand influence. The global layout promotes the local operation at the same time. The overseas stores adapt to local tastes (such as Southeast Asia Coconut Coffee, Europe, and American style). Relying on "Made in China+Global Resources+Local Innovation", they have completed the upgrading from "products to the sea" to "value to the sea".
3、 Store layout and operational data
As of May 2026, Kudi has over 19000 global stores, with the Chinese market accounting for approximately 85%. Its overseas coverage includes 33 countries and regions such as South Korea, Japan, Southeast Asia, Europe, and the Americas. Domestic store distribution: New first tier cities account for 32.31%, third tier cities account for 19.97%, fourth tier and below counties account for over 45%, and first tier cities account for only 8.92%. It precisely avoids core cities where Luckin Coffee and Starbucks are heavily deployed, and seizes the gap in the sinking market.
On the operational level, the daily average sales volume of a single Kudi store is 300-500 cups, and the cost and rent of stores in lower tier markets are low, with a net profit margin of up to 15% -20%; By 2025, the domestic revenue will exceed 12 billion yuan, and the proportion of overseas revenue will increase to 15%, becoming a benchmark for Chinese coffee brands going global.
4、 Industry impact and controversy
（1） Industry Impact: Reshaping the Landscape and Popularizing Coffee
The rise of Kudi has completely changed the pattern of the Chinese coffee market, evolving from the "Luckin Coffee and Starbucks duopoly" to a new situation of "Luckin Coffee and Kudi's dual competition, Starbucks' high-end position". Its low price strategy directly promotes the popularization of freshly ground coffee among the public, accelerates the penetration of coffee culture from first tier cities to counties, and drives the rapid growth of the domestic coffee consumption market. By 2025, the market size of freshly ground coffee in China will exceed 50 billion yuan, with Kudi contributing more than 20% of the increase. At the same time, Kudi's joint venture model and supply chain system provide a replicable growth model for the industry, promoting the transformation of the coffee industry from a "high priced niche" to an "affordable mass".
（2） Controversy and Challenges
Behind the rapid expansion, Kudi is also facing many controversies: firstly, there are hidden concerns about low price competition, and the long-term pricing of 9.9 yuan has been questioned as a "price war internal competition", limiting profit margins or affecting product quality and service stability; Secondly, there are doubts about the quality of store expansion. Some county-level stores have problems such as insufficient customer flow and chaotic operation management, with a higher closure rate than first tier cities; The third issue is homogeneous competition, with products highly overlapping with Luckin, fewer locally innovative bestsellers, and insufficient brand differentiation awareness. In addition, global expansion faces challenges such as cultural differences in overseas markets, competition from local brands, and supply chain adaptation, and long-term profitability still needs time to be verified.
5、 Future Development Plan
Kudi will adhere to three core strategies of "scale expansion+quality upgrading+deepening globalization" in the future: from 2026 to 2027, the number of domestic stores will exceed 30000, and the number of overseas stores will exceed 5000, firmly ranking as the second largest chain coffee brand in the world; Continuously strengthening the supply chain, promoting AI intelligent production, reducing costs, and improving quality; Deepen the "coffee+convenience store" model, improve the full time scenes of breakfast, afternoon tea, and light meals, and enhance the profitability of individual stores; Accelerate localization innovation, launch more popular products that cater to Chinese tastes, and strengthen brand differentiation; Deeply cultivating overseas markets, focusing on Southeast Asia, the Middle East, and European markets, and creating a global business card for "Chinese coffee brands".
From its first store in 2022 to nearly 20000 stores worldwide by 2026, Kudi has completed the industry's decade long journey in three years, breaking down barriers to coffee consumption with its affordable strategy and reconstructing industry rules with innovative models. Despite facing controversy and challenges, it cannot be denied that Kudi has become a core force in China's coffee industry, driving China from a "coffee consuming country" to a "coffee innovation powerhouse" and showcasing the speed and strength of Chinese coffee brands to the world.