Project Positioning
- Slogan: “Burn Calories, Redeem Coffee Power”
- Core Value: The world’s first coffee brand to “financialize sports behavior”
- Target Audience: Sports enthusiasts aged 20–70, fitness communities, light investors, and seekers of a healthy lifestyle.
Competitor Analysis
| Comparison Dimension | FUN COFFEE | Starbucks | Luckin Coffee | Monster | Genki Forest |
|---|---|---|---|---|---|
| Functional Attributes | "Combines “sports supplement + caffeine synergy” (adds BCAA/electrolytes); integrates financial attributes by allowing exercise points to be exchanged for coffee futures | Focuses on caffeine's stimulating effect and flavor experience, emphasizing roasting techniques and flavor complexity | Highlights caffeine stimulation and diversified taste experience | Typical high-caffeine energy drink (240mg/can); designed for pre-extreme sports energy boost; contains high-sugar carbonated ingredients | Electrolyte water, focusing on post-workout hydration |
| Consumption Scenarios | Targets vertical scenarios before (fat-burning coffee), during (instant replenishment), and after exercise (recovery drink); in-store HIIT areas and data-reward system create a “workout-consumption-investment” loop | Covers “third space” scenarios like daily work and social leisure | “All-time consumption” strategy: covers commuting, leisure, and work scenes | Sponsors extreme sports events to highlight usage scenarios | Skewed toward post-exercise recovery scenes |
| Value Conversion | "Innovatively “tokenizes workout points”; user exercise data can be exchanged for coffee futures or crowdfunding shares; blockchain binds workout data with coffee consumption, forming tradable assets | Enhances repurchase through cultural identity | Relies on membership points for discounts | No financial attributes | No financial attributes |
| User Engagement | Collects exercise data via FUN APP, generates personalized health reports, enables token trading platform; partners with fitness KOLs to create co-branded recipes and a vertical “fitness + coffee” community | Builds emotional connection through “third space” and cultural storytelling | Engages users via social media marketing and online promotions | Promotes through extreme sports event marketing | Appeals through healthy living concepts, but interaction methods are limited |
| Product Form | Develops functional coffee for sports (e.g., nitrogen cold brew to enhance explosive strength); treats coffee bean futures as investment products | Focuses on coffee bean quality and roasting craftsmanship | Drives sales via blockbuster drinks (e.g., Coconut Latte) | Carbonated energy drinks—fundamentally different from coffee category | Focuses on sugar-free, low-calorie healthy beverages |
| Business Model | Constructs a “workout data – coffee consumption – financial return” triangular loop; revenue includes coffee sales (60%), futures premium (25%), and derivatives (15%); integrates sports event resources, offers limited edition futures contracts | Relies on retail and franchising | Relies on retail and franchising, with strong emphasis on online marketing | Expands brand through sports event sponsorships | Hybrid online-offline sales model |
“Connecting sports, health, and financial value through innovation, reshaping the modern life experience.”
FUN COFFEE aims to unite like-minded individuals to co-create a vibrant, future-oriented lifestyle platform that empowers individuals.