The Chinese coffee brand that stands for lifestyles: M Stand
"In the age of the internet, consumer lifestyles and consumption patterns have evolved, and today’s young consumers seek something beyond the ordinary," said Ge Dong, the founder of coffee shop chain M Stand, in a 2021 interview. In terms of brand development, he aims to regularly introduce innovations on top of their core business, allowing consumers to experience something different from M Stand.
The background image on M Stand’s official Weibo account, featuring the phrase "M Stand, more than coffee," perhaps captures the founder's deeper vision for the brand. Image from M Stand Weibo official account.
In reality, exploring M Stand reveals that its innovation goes beyond just changing flavours or collaborating with popular IPs. This includes having no two stores the same, offering unique seasonal beverages, and partnering only with luxury brands that share similar aesthetics. M Stand positions itself as a trendsetter in the competitive Chinese coffee market, searching for a unique philosophical approach that resonates with like-minded consumers. Additionally, M Stand’s distinct aesthetic peripherals has elevated it beyond a coffee brand, making it more of a lifestyle brand.
From coffee cups and goblets, to wooden fish, shoulder bags, card holders, and clothing, M Stand’s WeChat mini-program currently features nearly a hundred different peripherals. With such a diverse range, you might feel like you're browsing a lifestyle concept store, albeit one where everything prominently displays the M logo. Each item is meticulously designed to ensure it is both practical and stylish, reflecting current consumer moods.
In August alone, M Stand launched dozens of new merchandise items. Images are from Xiaohongshu.
Recently, they even opened a dark-themed pop-up shop at the Xian Center in Shanghai, offering bundles of peripherals and coffee. The pricing was structured as follows: ¥128 ($18.25) for one item and a coffee, ¥198 ($28.20) for two items and a coffee, ¥268 ($38.20) for three items and a coffee, and so on.
(The pop-up shop attracted many young visitors keen to check it out. Images are from M Stand Weibo official account.)
Here are some current and formerly popular fun peripherals you might enjoy.
Apparel Collection: This includes hoodies, knit hats, polo shirts, and short-sleeve tees. The minimalist designs and understated colours make these garments suitable for a variety of occasions.
Images are from M Stand WeChat mini-program.
Bags Collection: Featuring canvas bags, tote bags, phone pouches, and woven bags. These items primarily use black, white, and gray tones, and are made from durable materials like leather, canvas, and felt for a stylish yet practical look.
Images are from M Stand WeChat mini-program.
Retro Goblets Collection: A trendy choice in Shanghai for both daytime coffee and nighttime drinks~
Images are from Xiaohongshu.
Tea Bowl Collection: A chic blend of traditional Chinese tea bowls with contemporary colour trends, offering a unique twist!
Images are from Xiaohongshu.
Headphone Case Collection: Perhaps drawing inspiration from Balenciaga’s collection?
Images are from Xiaohongshu.
Retro Folding Fan: Coffee too hot to sip? Give it a quick cool-down with this fan!
Images are from Xiaohongshu.
Pet Scarf: Show a little extra love to your furry friend with this accessory.
Images are from Xiaohongshu.
Wooden Fish: Many young professionals believe this can bring good fortune and chase away worries.
Images are from Xiaohongshu.
Hammer Toy: “孜孜不倦搬砖，勤勤恳恳按摩”(Work diligently and massage diligently) – a playful way to combine productivity with relaxation.
Images are from Xiaohongshu.
Flask & Limited Edition Blend: Breitling and M Stand present "OFFLINE, EN ROUTE," encouraging a break from busy work and endless online interactions to reconnect with your true self.
Images are from Xiaohongshu.
