Giants from all walks of life have opened cafes across the border, and cafes have become popular.

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

Speaking of cafes, which brands do you think of? do you know Starbucks, Pacific, CAFFE PASCUCCI, Mercedes-Benz boutique Cafe and Cadillac Cafe? Unexpectedly, Mercedes-Benz, Cadillac, Infiniti, Chanel, these non-coffee industry giants have also opened cafes, cafes have become popular.

Lexus brand experience space

In 2013, in order to build its brand image, Lexus opened its first brand experience space in Tokyo's Qingshan District, moving from the automobile industry to the catering industry for the first time. This is a separate building that combines cafes, restaurants, bars and handmade boutiques into one. It is named "Intersect by Lexus".

The Qingshan District, where the store is located, is the most high-end fashion hub in Tokyo, where flagship stores of major luxury brands are opened. This brand experience space is different from the ordinary 4S store, there is no car product description, there is no car salesperson, customers can come here through art, design, fashion culture, music, technology and other angles, enjoy and feel the beauty of Lexus brand culture.

The experience space has a total of three floors, and the facade is made of hand-made bamboo arranged in an orderly manner on the glass exterior wall. Inside, there is a coffee shop on the first floor, where you can enjoy the world's top coffee desserts and afternoon tea on the sofa leather seat and marble table decorated with the Lexus LF-A supercar. At the same time, there is also a mini playroom, which will play all kinds of music and movies, and can also be arranged into different forms of exhibition halls according to their needs.

The parts display wall along the first floor to the second floor is also a feature of the store, a staircase wall made up of nearly 250 car parts from Lexus LF-A, LS, GS, RX and is sprayed with white paint.

The second floor is a high-end restaurant, with different types of tables and chairs, and bookshelves full of books, creating a sense of home, so that customers can enjoy relaxed and free fun.

At the same time, there is a handmade boutique retail area where customers can buy a series of luxury boutiques of Lexus brands. and specially invited well-known Japanese craftsmen to design and create a handmade boutique exhibition area: shopping bags, bags, clothes, cups, glasses, scarves, leather and other household items and boutique series.

The most mysterious is the bar on the ground floor, which is open only to VIP customers. The bar treasures all kinds of valuable wines of different ages from all over the world, and the mural above the wine cabinet is called "Lexus City", carving famous classics and buildings from all over the world. While tasting the wine, customers also specialize in the music played by the Lexus in-car stereo Mark Levinson.

The bathroom here is an eye-opener. The entire walls and ceilings are neatly lined with no number of Toyota models, which is amazing. In addition to Tokyo, Lexus opened its second cross-border experience space in Dubai and a third in New York at the end of last year.

Philips Coffee Shop PH+ COFFEE

Unexpectedly, Philips, a giant in the electronics industry, joined the coffee industry and opened a coffee shop in Greater Beijing, called PH+ COFFEE.

PH+ COFFEE is the first intelligent cross-border coffee flagship store built by Philips. The flagship store is located on Beijing's Financial Street, where many large domestic and foreign financial institutions and the headquarters of state-owned enterprises gather. PH+ COFFEE targets a wide range of customers, from senior white-collar workers to students.

The coffee shop has 170 square meters and is divided into three parts: automatic ordering area, display area and booth area. The design of the shop is inspired by the representative ancient Roman architecture in Italy, and the design of the arches in the coffee shop subtly distinguishes each area. Grey is the main color of the wall, wooden floor and white tile floor splice each other, different ground materials make the space transition more natural, metal frame ceiling, simple tables and chairs echo the overall indoor tone, different styles are skillfully mixed up.

The intelligence of the PH+ COFFEE store is reflected in the automatic ordering area, where customers can use the Philips automatic coffee machine to make their own coffee and experience the fun of making coffee.

Through the carrier of traditional Italian coffee and the integration of its own scientific and technological advantages, Philips has improved the comfort and casual degree of the space. PH+ COFFEE serves high-quality espresso and exquisite desserts. Philips has a coffee history of more than 50 years and has been committed to developing a unique and personalized coffee experience.

Now, the major business giants have set up their own coffee shops, Mercedes-Benz, Philips, Lexus and other well-known enterprises have made a series of actions, which show that coffee has become a part of people's lives, and there is a lot of room for development in China.

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Guide to the location of cafes

1 demand for rent

The monthly rent should be less than 1 / 4 / 3 of the estimated turnover; there should be no transfer fee; the lease term of more than 3 years can be guaranteed.

There can be a moderate increase in rent, but the increase can be as slow as possible or the smaller the increase, the better (the increase cannot exceed 8%).

It is not recommended to invest in storefronts that are too long, although the rent is relatively cost-effective, but if the period is too long, it is also easy to dream long nights, so it is generally recommended that the store period should be within half a year.

2 area requirement

According to their own store positioning and financial strength to determine the use area. Personally, it is suggested that the ideal use area of 100PUE 300 square meters is the best, and the upper limit area is about 500 square meters, because this area can have sufficient use function.

▲, for example, in general, the area of many independent cafes is about 100square meters, Starbucks is about 300square meters, CAFFE PASCUCCI is about 200square meters, and coffee is about 2000 square meters.

3 floor requirements

If it is a shopping mall, it is appropriate to be close to the elevator, or cinema and other areas with large crowds and conspicuous rent.

It is also a good choice to avoid first-line big-name stores such as Starbucks in shopping malls, where rents are relatively cheap and avoid direct competition.

If it is a street shop, it is generally recommended that the first or second floor is the best, in which the area of the second floor can be slightly larger, because it is quieter and the rent is more appropriate.

▲, for example, carving time Wudaokou shop is located on the second and third floor of a three-story building. The area of the second floor is relatively large, and the third floor has an outdoor terrace that can be used. If it is a single family, consider whether the area and internal structure are appropriate.

▲ once introduced a campus store, the second floor is more than 400 square meters, the configuration is very luxurious, can be more fully utilized.

Of course, if the shopkeeper is good at online marketing and has a strong ability to play in circles, he can also choose the innermost floor, as well as alleys, residential buildings, or even the rooftop of the building.

4 height of the roof

In general, the height of the indoor floor had better reach more than 3 meters, if you want to do a partition, it is best to reach a height of more than 5.5 meters, it is best not to have too many columns or partition walls, so as not to affect the use area. If there are columns and partition walls, you need to ask if they can be partially removed or disposed of.

If it is a Korean style storefront, a larger space will be more effective, such as partition, emptying and so on.

5 decoration requirements

There is a rent-free period for decoration, at least 30 days, preferably about 60 days, of course, the longer the rent-free period, the better, because the normal design of a coffee shop takes at least 15 ~ 20 days, while decorating a coffee shop generally takes 30 ~ 90 days according to the size, area and difficulty of construction.

Appropriate modifications are allowed in the interior space, such as floor-to-ceiling windows, empty ceilings, removal of some columns or partition walls.

6 smoke exhaust requirements

Generally speaking, the higher the proportion of meals, the higher the requirements for smoke exhaust, especially outdoor smoke removal.

For example, shops in many residential buildings do not have open fire, that is to say, they do not have the conditions for the production of a large number of meals, and even if there are gas pipes, the smoke exhaust pipes in residential buildings do not have commercial conditions. If this is not carefully considered, it is easy to cause disputes that smoke disturbs the public.

7 Hydropower requirements

Normally, a small cafe does not have high water and electricity requirements, and even household water and electricity facilities are sufficient. But it should be noted that the water and electricity lines of the old house had better be overhauled to prevent the problem of water leakage and electricity leakage caused by disrepair.

In addition, the requirements of large cafes will be relatively high, must have good drainage facilities, and sufficient electricity, while the kitchen part should have a three-phase power supply.

8 signboard requirements

The breadth of the signboard is more conspicuous, of course, but the key lies in whether it is easy for customers to see, so it is necessary to apply to the property to provide more opportunities for signboard display.

You can also use your imagination to create attractive highlights, such as external speakers, special projection lights, interesting outdoor blackboards, outdoor "soul" posters, outdoor fun sculptures and so on.

9 parking requirements

Small personality cafes may not require high requirements for cafes because of their small area, but there is a serious lack of market competitiveness for some large and medium-sized cafes without parking spaces, unless the coffee brand itself is very attractive.

In addition, the convenience of parking also means that whether it is convenient to open a cafe or not. If your cafe is hidden in a narrow street that is always congested with traffic, it all depends on the mood of the customer.

Or if your cafe is located at a fast intersection or under an overpass, the customer may pass with one foot on the throttle and shout, "Yes, I forgot to turn around!"

10 external requirements

Are there any landmark buildings or junctions around for customers to drive to?

If you open a very tasteful coffee shop in a place surrounded by wholesale markets, snack bars and vegetable markets, the success rate will not be too high.

11 daylighting requirements

There are several well-lit windows in the cafe, which can not only save electricity, but more importantly, the light shines into the room to create a very comfortable atmosphere, especially the glass with extended windows that can land on the floor.

Reading in the sun by the floor-to-ceiling window is the initial motivation for many people to go to cafes.

12 Fire protection requirements

The whole building needs to pass the fire inspection, and the cafe has certain fire-fighting facilities, such as spray, smoke or fire hydrant!

This is particularly important because if the fire protection of the whole building is not checked and accepted, the fire protection approval of the cafe can hardly be passed.