Cross-border economics of cafes: anything can be sold with LOGO printed on it?

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Today, it is said that the weight in the cafe is not large, or even often ignored, but it is easy to contribute to the existence of turnover.

-- the peripheral products launched by the cafe.

Around the cafe, while selling things, it also undertakes the important function of presenting the brand concept.

Today provides three different types of cafes to sell the surrounding ideas, reference, what on earth should be sold in your store?

Ka Men | Erma, from Shanghai

one

Starbucks: using logo "Green Brush Brand presence"

For brands that already have influence, selling around is actually selling "logo".

In Starbucks Seattle's surrounding merchandise store Starbucks Coffee Gear Store, there are many products directly attached to Starbucks logo.

The store is open during normal working hours from Monday to Friday, although it is located inside the headquarters building, it is also open to the public.

The products sold in the store include wool caps, T-shirts, plush toys, ballpoint pens, key chains and so on.

The hat that ▲ is full of by logo...

In addition to the basic Starbucks characters, the most striking of these peripheral products is the use of the highly recognizable Starbucks logo green.

Think about it, in fact, many people can recognize Starbucks green at a glance, if you continue to spread yourself through color, it will be effective.

At the same time, these peripheral products cover every aspect of life, which is probably what Starbucks wants to say, to think of it at any time.

Wouldn't it be strange for ▲ to wear such a dress?

Obviously, consumers are not good-looking, cost-effective and not necessarily competitive periphery, more motivated by the pursuit of Starbucks, and once consumers take these products out, it is a new level of marketing. this is the interaction between brand potential energy.

two

Shudun City: using "Art" to create Literary temperament Coffee

In the matter of selling the neighborhood, if Starbucks is an ordinary young man, then Shudun City, which matches the characteristics of the brand and ranks first in American boutique coffee, launches its surrounding products in a style more like a literary youth. Most of his products are full of literary and artistic flavor.

Although Shudun City also uses logo brown to reflect its sense of existence, its surrounding merchandise still revolves around coffee.

For example, such a set costs $185 (about 1270 yuan) with two stump city porcelain cups, a mini Porlex bean grinder, an Allea, a handbag and a bag of coffee beans.

The temptation of ▲ 's mini and lovely combination to the literary and artistic youth.

In addition, the way Shudun City displays logo is also relatively artistic, for example, it is beautified even if there is a big logo:

▲ 's artistic cup of logo is also inclined to literature and art.

Among the surrounding goods currently sold, the only one that is not so closely related to coffee may be this canvas bag, which also caters to literary and artistic characteristics.

Canvas bags loved by ▲ Cafe

three

Seesaw Coffee: borrowing the consumption potential of Big Brands

For brands that are not well-known enough, it is a good way to increase the potential of the brand by "rubbing" the big brands around.

Seesaw, which has been established for five years, will promote some coffee-related products around, and its biggest feature is to choose to cooperate with mature brands, and then hit its own logo. In the color matching of surrounding products, it also follows the purpose of logo color matching, which is a light style of black, white and gray.

▲ black cup

For example, its ice drop coffee gift box contains a Japanese iwaki curling kettle, an established tableware and kitchen utensils company established in 1976.

▲ cooperates with established brands to draw energy from each other.

The brand that follows the cup cooperation is even more famous. It is Australia's Keep Cup, which has now become an online celebrity product in the domestic coffee circle.

The stainless steel thermal insulation cold pot is a direct cooperation with the Japanese brand Hario, which most people know when they get started with boutique coffee.

Each model of ▲ chooses a well-known old brand.

In terms of effect, driven by mature brands, these seesaw periphery also have a stronger consumption driving force, which is a good means to popularize coffee and promote itself.

two

To sum up, it is not difficult to see that the basic ideas around cafes are: mature big brands sell LOGO, literary brands sell feelings, brand-new brands rub big brands.

For most cafes, selling around is the norm:

The ordinary version sells cups, coffee machines, coffee beans, etc., everything revolves around coffee; the advanced version has notebooks, canvas bags, and even related courses, and as long as it is not inconsistent with the nature of the cafe, there will be a shop to do it; and then high-level may be the shopkeeper's own photography, paintings, mostly art products.

The style is in harmony with the coffee shop, and there must always be an affordable price for appearance, function or brand attribute, so that the surrounding products will not be difficult to sell. But as in the above cases, matching the location of the cafe can also develop more purposes and functions.