To start a coffee brand in Shanghai, align entity, trademark, food permits, supply chain, and omnichannel launch in parallel so you can ship in 60–90 days. Form a domestic LLC or WFOE with the Shanghai MSA (3–6 weeks), then file CNIPA trademarks in Classes 30 (coffee), 35 (retail), and 43 (cafés) plus a strong Chinese name to avoid squatting. If selling packaged beans/drip bags, secure a Food Production/Operation License with an SC code, comply with GB 7718/28050 labeling (Chinese label, net weight, origin, roast date/shelf life, storage), and clear imports via customs/CIQ or roast locally with a bonded FTZ roaster. For cafés, obtain Catering Service License, fire/grease approvals, and install 3‑stage water filtration; spec a 2‑group La Marzocco or equivalent, 30A power, and a dialed grinder. Pricing that works: latte RMB 32–42; 250 g beans RMB 68–98; target 60% gross margin and CAC under RMB 15. Go to market with WeChat Mini Program + Tmall/JD, Douyin live, Meituan/Ele.me delivery, and Xiaohongshu seeding; issue e‑fapiao and accept Alipay/WeChat Pay. Localize with lighter roasts, milk‑forward SKUs, and seasonal fruit/tea blends. Track cohorts, LTV/CAC, and repeat within 30 days; double down on Jing’an/Xintiandi pop‑ups. Hire trained baristas and standardize SOPs to protect consistency.
