Manner

About Manner

Manner Coffee, operating under the formal name Shanghai Yinhe Industrial Co., Ltd., is a prominent coffee chain in China that has carved out a significant niche in the country's competitive café market. The company was established in 2015 by Han Yulong and his wife, starting with a modest 2-square-meter stall on Nanyang Road in Shanghai. Han, a former veterinarian with a passion for coffee, aimed to pioneer the concept of a high-quality, small-format café in China.

The business operates a direct-to-consumer model centered around a large and expanding network of company-owned physical stores. By June 2021, Manner had grown to 133 locations and was valued at approximately $2.8 billion. As of early 2024, the chain boasted over 2,000 direct-to-retail stores across major Chinese cities like Shanghai and Beijing. The company's core strategy is to offer high-quality, specialty coffee at affordable prices, positioning itself as a daily necessity rather than a luxury. This value proposition targets urban professionals and has helped embed coffee into the daily routines of a growing consumer base.

Manner's product offerings include classic espresso-based drinks like lattes and americanos, alongside pour-over coffee and branded merchandise such as coffee beans and cups. In 2021, the company expanded its scope by opening its first light-food concept, Manner CAFE, and in 2022, it partnered with Meituan to launch a delivery service. A key aspect of its brand identity is a commitment to sustainability; Manner offers a discount to customers who bring their own non-disposable cups, encouraging environmentally conscious consumption. The business model relies on maintaining high standards in dense, strategically located outlets near business centers to cater to the 'grab-and-go' culture. All stores are company-operated, as Manner has publicly stated it does not offer any franchising or agent opportunities.