On the evening of August 28, 2026, in Shanghai, at the second anniversary celebration of Bond Coffee and the opening of Mr. Bond Shake themed store, Cai Wangting, General Manager of Want Want Group and founder of Bond Coffee, officially announced that Bond Coffee had exceeded 100 offline stores. Compared to his promise of "three years and one hundred stores" when he opened his first store on August 8, 2024, this milestone is one year ahead of schedule.
Cai Wangting, General Manager of Want Want Group and Founder of Bond Cafe
In today's highly competitive coffee market in China, where prices and volumes are extremely high, Bond Coffee's acceleration is not accidental as it can avoid the vortex of price wars and achieve unexpected success with extremely high survival rates. This is not only a story about incubating new consumer brands within traditional enterprises, but also a commercial innovation sample that reconstructs product value, breaks scene boundaries, and refines operations.
Bond Coffee Peel Coffee
Don't compromise on low prices, focus on differentiation first
The starting point for many new brands to fall often begins with blindly getting involved in the quagmire of price wars. When multiple coffee brands lower the price of freshly ground coffee to single digits, the vast majority of new players who lack the ultimate economies of scale find it almost difficult to find profit space in low price strategies. Cai Wangting made a clear strategic choice from the beginning: to reject the bottomless price war and to bet on the differentiation of product features as the way out.
The most clever trick of Bond Coffee is to turn industry recognized by-products into the soul of the product. Every year, tens of thousands of abandoned coffee peels in Yunnan coffee plantations are processed by its R&D team through a dual extraction process to produce Sullivan certified Chinese freshly brewed coffee peels. This beverage with natural high chlorogenic acid and low caffeine properties not only precisely meets the health needs of the younger generation who want to stay alert and focus on health, but also significantly enhances the perceived premium of the consumer experience through the unique flavor brought by dual extraction.
When consumers are willing to pay for a product that combines storytelling, health attributes, and unique taste, brands naturally break out of the vicious cycle of attracting customers through discounts.
Not only in commercial districts, but also penetrate into various scenarios with ease
Shop rent and labor costs have always been the two major obstacles that weigh down offline coffee shops. If we follow the traditional path of seizing high-end shops in the core business district at high prices, the heavy asset investment of 100 stores can easily drag a new business into losses. The expansion logic of Bond Coffee presents an extremely lightweight and flexible scene penetration.
In addition to establishing image stores in core cities such as Shanghai that showcase brand tone and have trendy check-in attributes, an important way for its network expansion is through cross-border cross industry cooperation. From the "Coffee+Gas" IP themed store at the gas station to the collaboration with community fitness stations, Bond Coffee has directly upgraded its stores to "in store stores".
Bond Coffee x Jinlihao Gym Store
This approach of packaging coffee services and embedding them into high-frequency, high demand scenarios not only significantly reduces the rental cost and decoration cycle of individual stores, but more importantly, it directly reduces the cost of acquiring customers. Through precise customer flow from partners, it naturally introduces potential customers for coffee. Moreover, this model has strong replicability and has become an important pillar supporting its rapid crossing of the hundred store mark.
Supported by Want Want Group, the new generation of managers adopt a strategic approach
Every successfully incubated brand within a company is essentially a combination of traditional resources and modern agile management.
Bond Coffee was not established out of thin air. Its parent company, Want Want Group, has accumulated 28 years of research and supply chain capabilities in the ready to drink coffee (RTD) field. This gives Bond Coffee negotiation strength and bottom-up support that ordinary start-up teams cannot match when facing coffee bean procurement, customized raw material research and development, and national supply chain coordination.
But more crucial than resources is the operator's profound understanding of young traffic. As a new generation of managers, Cai Wangting, General Manager of Want Want and founder of Bond Cafe, has demonstrated strong marketing intuition and agile iteration ability. He endowed the brand with a warmer and more vivid way of expression, turning the highly national IPs of Wangzai and Mr. Bond under Wangwang into the brand's social assets. From down-to-earth interaction on social media to themed stores that combine DJ trendy music, this highly youthful brand expression has brought vitality and vigor to the new brands of traditional enterprises.
Mr. Bond Shake Shop (DJ Coffee Theme)
Fulfilling the promise of three years and one hundred stores one year ahead of schedule undoubtedly marks a successful conclusion to Bond Coffee's first phase. But with the rapid expansion of stores, brands will inevitably face the test of a nationwide sinking market. How to reduce market education costs, adjust product pricing and mix is the key to determining whether it can break down regional barriers.
In addition, the expansion of scale will inevitably lead to an exponential increase in the difficulty of supply chain management and quality control. How to ensure that every cup of production maintains high standards during rapid expansion from 100 to 500 or even 1000 will greatly test the precision of its backend operations. However, in any case, Bond Coffee's breakthrough battle regarding the pattern of freshly ground coffee in China has entered a completely new stage.
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