Why did Chanel open a pop-up shop while drinking coffee while putting on makeup?

Chanel does sell coffee here, but beyond that, the bigger goal is to promote new makeup products here.

We seem to be used to opening big-name pop-up stores. Amsterdam's Kyoto wooden shelf, LV's African prairie in department stores, J.M.Weston cinema shoe store, Shanghai newspaper kiosk transformed by Short Sentence jeans. This time, Chanel opened a 12-day pop-up cafe called Coco Caf é in Shanghai. The store is ostensibly a coffee shop, and Chanel does sell coffee here, but beyond that, the bigger goal is to promote new makeup products here.

What's the experience of putting on makeup while drinking coffee?

The 12-day-old Shanghai Chanel coffee shop, with bars, booths, coffee cups and desserts, is decorated with pink girlish feelings and interactive devices that allow users to take pictures and animate them on the spot. The "Juice Bar" in the store sells perfume, the "Bubble Bar" does nursing, and the attractive candy and snacks are camouflaged with makeup products such as lipstick.

During the opening period, the store will feature Rouge Coco Gloss lip gloss series, showing 24 basic lip gloss and 3 high gloss lip gloss, as well as professional makeup artists to teach make-up skills on the spot.

Why the Cafe Cafe again?

This is not the first time Chanel has opened a coffee shop in the form of a flash mob. It has appeared in Toronto, Tokyo and Dubai before, at short intervals.

Why is the same content copied to Shanghai again? There are three reasons:

Pop-up stores have special properties. Pop-up stores are an excellent way to find the way for new products. The brand just quickly collects feedback from the market to improve the response speed, and this kind of information is real and effective. The theme of the pop-up store is distinct, which well conveys its own distinct brand. In the current social atmosphere, going to a pop-up store is itself a high-denomination social currency.

two。 With the current major consumer demand for cafes, the environment is the focus.

3. According to the analysis of consumer psychology, there are two key moments when consumers decide to buy: "when to buy" and "when to use". The purchase behavior is directly determined by the "emotion" of these two points-therefore, increasing the fun of the store environment and the product itself is the key to increasing sales.

What happened to the fancy Chanel?

In addition to the pop-up cafe, Chanel has tried a lot of different designs in recent years. Such as: layout of e-commerce platform, "space station" show, launch of emoji expression. What is the purpose of a bold attempt at an aloof luxury brand?

It is reported that in August 2016, Chanel submitted documents to the regulatory authorities in Amsterdam, the Netherlands, revealing the performance of Chanel in 2015. As of December 31, 2015, the group's sales were $6.24 billion, down 17% from a year earlier, while operating profit was $1.6 billion, down 23% from a year earlier. Under the background of the slump in the luxury market in the past two years, the sales and profits of many luxury brands are on a downward trend. The sales of Chanel declined greatly, with operating income and net profit falling in varying degrees.

Faced with such a dilemma, Chanel has to increase investment and innovation. The connection between online and offline, paying more attention to the needs of young consumers, the strengthening of product creativity, the strengthening of supply chain, and the expansion of sales channels have finally worked after a series of reforms. "2016 was Chanel's best year," Pavlovsky said in an interview with FT last October.

For now, the luxury market is picking up, but competition is still fierce. If you want to keep increasing speed, how can Chanel not be full of tricks?