Those coffee shops in luxury stores: exploring the operational motivation behind the cross-border

Recently, RIMOWA's first coffee shop concept store in Chengdu Ocean Taiguri (special reading), covering an area of 269square meters, is the second largest store in China after the Beijing Huafan Store and the largest specialty store in Southwest China. The boutique suitcase RIMOWA from Germany is almost the "standard" of Hollywood celebrities, and it has appeared in countless Hollywood films, such as the Matrix, Spider-Man, Mr. and Mrs. Smith and James Bond.

Why do you sell coffee in a luggage brand store? "the journey is very tiring and tiring, and we would like you to stop and taste the coffee and the beauty of life, which is why we opened a coffee shop concept store." When it comes to the relationship between coffee and suitcases, Mr. Guo Guangshuo, general agent of RIMOWA in China and president of Bingchen Technology, explains so. According to Mr. Guo, the coffee area of this shop is 70 square meters, the coffee comes from Brazil, and the utensils are specially made for RIMOWA by Rosenthal, a famous German porcelain brand, and the barista is also a professional.

In fact, RIMOWA is not the first luxury brand to open a coffee shop into a flagship store. Bulgari, Versace, Gucci, Hermes, Agn è s b. And other brands have opened coffee shops in many cities around the world, and they all combine coffee shops with stores to create stores.

The effect of killing two birds with one stone

In the past, it took at most an hour to buy a pair of shoes in a box in retail stores of luxury brands, but now, you can enjoy a high-end afternoon in the coffee shop of the brand store, from the porcelain cups presented with coffee to the environment full of brand culture, everything is a high level of hospitality that makes customers happy. Customers consume coffee while taking a break, and after a rest, they can prolong the shopping time and then increase the sales rate of the store.

After all, the luxury market has been in the doldrums in recent years, and setting up cafes in brand stores does kill two birds with one stone. It allows customers to stay longer in the store, and to some extent, customers have one more reason to go to the physical store to buy goods.

Today's high-end consumers are no longer satisfied with buying only valuable bags, watches and clothing products, they need more complete life supporting services. Luxury has become a way of life. And the cafes in luxury brand stores, because of the design and brand effect of fashion brands, are more than one part of the high-end atmosphere compared with ordinary cafes, from decoration to beverage design are worth visiting, more is not the drink itself, but a continuation of a high-quality way of life.

Furthermore, the cross-border of luxury brands, on the one hand, hope to provide better services to customers, extend luxury consumption to the lifestyle, but also increase the scope of consumer groups for luxury brands. Many consumers' consumption path may start from a good coffee experience, gradually in-depth understanding of the brand, and then become users. On the other hand, when the brand develops to a certain extent, the contradiction between sales and positioning will appear, and the concept of selling lifestyle can skillfully avoid brand popularization and target high-end consumer groups.

The operation strategy behind the cross-border operation

Coffee is certainly not the profit point of the store, so why do big brands choose it as material for cross-border mashup?

Coffee's own advantages determine that it is naturally a cross-border material. First of all, the cafe itself has a very good image positioning, as an import, has been given a romantic color a long time ago, and is very suitable for grafting with luxury brands that target high-end customers. As a drink, coffee can be needed at any time, unlike other food cycles. Finally, in terms of consumption habits, Americans leave as soon as they buy coffee, while Chinese like to sit for most of the day with a cup of coffee, and the longer consumers stay in cafes, the more opportunities businesses can have for marketing.

The question is not over-RIMOWA is the world's first coffee shop concept physical store, why such a high-pressure store is not opened in the bustling imperial capital of Beijing, nor in Shanghai, but in Chengdu?

RIMOWA entered Chengdu in 2012 and successively opened three stores in Chengdu Wangfujing, Vientiane City and Ocean Taiguri. We found that RIMOWA is well-known in Chengdu, and Chengdu consumers' fashion sensitivity is also amazing. Even without any publicity and activities, RIMOWA sales in Chengdu have been among the best in the country. Therefore, we are full of confidence in the development of the southwest market in China. " That's what Mr. Guo Guangshuo said.

In addition, Ishidan in Chengdu is the best single store in the world, and Chengdu has the largest sales in Ikea in China. What kind of magical existence is Chengdu?

Fundamentally, the most important point is that Chengdu is the city that knows best about life in China! Chengdu is generally considered to be the most comfortable living capital in China, and the consumer market here is of higher quality than other non-coastal areas. Although Beijing, Shanghai and other economically prosperous first-tier cities have the most purchasing power, a large amount of personal wealth on hand is invested in real estate, and their disposable income is not as good as that of cities like Chengdu.

Without exception, people who go to Chengdu have this feeling: never before have they seen so many people on non-holiday streets in any city, and never in any city have they seen people so fond of shopping and walking so much that they have an illusion that everyone does not have to go to work. They just go shopping, drink tea and play mahjong every day. Zhihu's last bosom friend shared an experience on Chunxi Road in Chengdu: an old couple in their seventies were talking about what Chunxi Road looked like in the 1980s. The old man said to the old lady in authentic Chengdu dialect, "are you kidding?" when we were young, we dared to buy anything expensive even when we were young. It can be seen that the consumption concept of the people of Chengdu is an old tradition. In Chengdu, as the saying goes, "Laozi is crooked, and the fourth is to cut money."

On a sunny afternoon, by the bright and clear floor-to-ceiling window, choose a well-lit position, the waiter presented a cup of latte, which is outlined with beautiful flowers. In this way, bathing in the setting sun, drinking a leisurely cup of coffee surrounded by first-class suitcases, planning a walk-and-go trip? Is it good to waste your life on such a beautiful thing?