Look at how the "BE+" Coffee + Literary Creative Collection Store plays a new trick on the compound format.

For professional baristas, please follow the coffee workshop (Wechat official account cafe_style)

BE+, is located in Hongqiao Sky Street, Longhu, with an eye-catching store sign that can attract the attention of people passing by. Through the glass curtain wall along the street, the four letters of ABCD stood out. It is undoubtedly narrow to use a coffee shop to define a BE+, that contains "art, urban cycling, coffee, design" at the same time. This space not only has four formats, but also has more than 100 designer brands, which shows its inclusiveness and diversity. This also makes people wonder, this is such a large store, in the end what kind of unique hole?

What is missing in the era of consumer upgrading is the operator of good content.

Mr. Zhu Lei, founder of BE+, has 20 years of experience in commercial real estate. When cooperating with New Oriental, we turned our attention to industrial real estate. "as the largest private education group in China, New Oriental has taken root for 20 years, combining well-established industries with real estate. With content, it is the real industrial real estate. " Saw the industrial real estate has a good development trend at the same time, the sharp vision of the industry Zhu Lei also insight into its shortcomings. "what is really missing now is the operator of good content."

Switching to the cultural and creative retail industry is a great change for Zhu Lei. "I think a strong economy leads to a strong culture. With China's growing economic strength, it is bound to have more and more say on the world stage, and cultural information will continue to be exported. On the other hand, I just chose the more subdivided areas in this industry. "

Another trend caused by economic development is the upgrading of consumption. The eyes of consumers are no longer focused on daily food, clothing, accommodation and transportation, but also the increasing demand for high-quality life, spiritual consumption and experiential consumption. Zhu Lei believes that under such a general trend, creative retail will become a hot spot in the market, and whoever has good content can seize the market.

Support the original Chinese design to form an ecological circle.

Design and art are not only the biggest features of BE+, but also the biggest differences between BE+ and other coffee shops. When Zhu Lei, who already loves design, saw the current situation and problems of the Chinese design industry and Chinese designers, he felt that in line with the original intention of BE+, he wanted to provide a platform for Chinese original design. "now young designers in China are very thoughtful and creative. But in the start-up stage, it is difficult for them to scale up. Whether it is capital, marketing or sales, they are very limited. " Zhu Lei said: "because we have the background of capital, we want to help Chinese designers acquire some IP through capital, so that we can solve some financial problems; secondly, we can help them do overall marketing through our video and graphic team; and on the sales side, BE+ is a good sales platform, where they can display their works."

At present, BE+ has cooperated with more than 100 designer brands, including craftsmen, stationery, cultural creation, fashion and so on. As for the choice of brands, BE+ has its own standards: "unlike works of art, these designer products can be mass-produced." So as a product, in addition to technology, its functionality and performance-to-price ratio are also very important, these three elements are indispensable to a best-selling designer's work. "

The products that can be seen in BE+, 's eyes are all in the hands of different designers. The area on the second floor of BE+ is not only a platform for designers to display their works, but also a flexible activity area. "on the second floor, there will be some designer salons from time to time, and designers can come to recommend their products. On the other hand, in the area of the multi-functional space, there will be an exhibition of painters' paintings every month. " Zhu Lei hopes that designers can communicate with each other and the market side through the BE+ platform, so as to form a small ecological circle.

Set off art and food with black, white and gray

With gray as the transition color, black and white are the main tones of BE+. "from store design to business card design, we are mainly in black and white." Zhu Lei said: "the choice of black, white and gray is not to grab the color, not to rob the protagonist." Because of this, any works and paintings of designers and artists placed in this space can reflect the highlight and charm of the work itself. "

Of course, this black, white and gray set off not only the splendor of works of art, but also the mellow aroma of coffee pastries.

The first floor of BE+ mainly serves coffee, dessert and western food. "We mainly make boutique coffee; we use a century-old liquid fermentation method, which is a traditional French pastry, and the chef is also invited from France." In order to keep the product fresh and taste pure, BE+ insists on baking every day. The western food section of BE+ was also launched in mid-August.

Occupy the Hongqiao hub and lay out the city center

For a creative brand facing national designers and artists, Hongqiao Business District must have a great advantage in its geographical location. This is also an important reason why Zhu Lei chose to settle his first store in Longhu Hongqiao Sky Street. "this is the largest office area in Puxi and is close to the Hongqiao hub. We have partners in Hangzhou, Nanjing, Suzhou and even the whole country, and this geographical location is very advantageous. "

Due to the special business format and volume requirements, the location of BE+ in the expansion is particularly important. "if we should dig deep and do well in the cultural creation industry in the spirit of ingenuity, then we should also look for positioning matching projects." Although there is no clear goal, Zhu Lei revealed that BE+ is currently looking for suitable store locations in the city center to expand the platform that can support Chinese original designers.