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.