The chain coffee brand "NOWWA Coffee" recently completed a B++ round of financing, raising several hundred million yuan. This round of funding will be used to increase investment in the supply chain and the development of new products.

In its early days, NOWWA Coffee started by setting up shop-in-shop models, placing its coffee machines in offline restaurants and retail convenience stores to provide "coffee management" services, splitting profits 50-50 with the stores. Starting in 2021, NOWWA Coffee began opening independent stores, and its asset-light model allowed the startup team to expand rapidly. In the first year, they operated over 400 stores in cities like Shanghai, Hangzhou, and Nanjing.

NOWWA Coffee's primary consumer base is young people, and its signature offerings are fruit-flavored coffees that combine sour, sweet, and bitter tastes. To differentiate itself, NOWWA Coffee positioned itself as a "healthy, low-calorie" brand, using this product tag to attract consumers who are increasingly focused on health.

Looking at the results now, this "healthy, low-calorie" brand positioning has proven effective for NOWWA Coffee. Not only did it survive the "price wars" of the past year, but it has also continued to grow rapidly within the coffee industry. Additionally, NOWWA Coffee is currently preparing to expand overseas, with plans to enter the Southeast Asian and North American coffee markets.