Nestle Coffee wants to use a pop-up store to make you feel creative, lifestyle and art.

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If you are used to making a bag of instant coffee in the office or at home, you may not expect that one day you will be able to walk into a Nestl é cafe-a coffee shop called Gan CAFE has opened in Sanlitun, Beijing, where hipsters gather.

There is special coffee with marshmallows, milk lids and even cocktails, covered with white artificial turf, five strangely shaped interior buildings. It's hard to connect this space full of design concepts with ordinary cafes frequented by office workers. This is actually Nestle Coffee, a seven-day-old pop-up shop.

Nestle sensation CAFE

Nestle sensation CAFE

Nestle sensation CAFE

As a common marketing method, pop-up stores have been played very well by many brands, because there is no need to consider the follow-up operation, the pop-up store only needs to be cool and interesting enough to attract a wave of young people's attention and discussion. In fact, Nestl é Coffee plans to launch pop-up cafes in more than 50 cities around the world, and we have previously reported that Nestl é opened a coffee pop-up shop in Toronto in June, which offers not coffee but hot water. And paper cups with the wrong name.

One of the highlights of Nestl é Coffee's entry into China's first pop-up store in 30 years is its designer, Zhouping Aoyama, a Japanese designer who lives in Beijing and is popular for his "dream reformer."

Castle Peak Zhou Ping

The five interior buildings in the cafe have their own themes, namely "sense of security", "self", "sense of accomplishment", "sense of belonging", "freshness", and you can have a more immersive experience with VR glasses. "this cafe looks like a small town." Aoyama Zhou Ping explains his design concept in this way, "the black coffee bar connects five 'boxes' of different shapes, like the streets and squares of a small town." I hope everyone who comes here can find the feeling of being connected with the people and things they like. "

In city life, many people regard the coffee shop as the third space outside the company and home-because it meets your leisure and social needs, with a bit of romantic imagination, which is why Starbucks, McDonald's and Apple are looking for ways to bring a better store experience to consumers. For Nestl é, the instant coffee brand that used to focus on convenience, it also felt the competition.

Although data show that Nestl é occupies the position of the global coffee retail giant with its instant coffee and capsule coffee machine business, it accounted for 23% of the global coffee retail share in 2016, valued at $77 billion. And 70% of China's coffee market is instant coffee, but "the Chinese market and consumers are changing rapidly, and we must take some innovative and creative measures to deal with the changes in the market." the team is also under a lot of pressure, "Gwen, senior vice president of Nestl é Greater China coffee business, admitted.

In the wave of escalating consumption, many consumers began to choose freshly ground or more fine coffee-drinking coffee as a refreshing function, such as wine tasting as exquisite way of life.

As an established coffee company, Nestl é obviously wants to give consumers a young and interesting impression through continuous brand activities. "creativity, lifestyle and art are three words that are very important to us," GE said. In addition to brand marketing, Nestl é recently acquired niche coffee chain Blue Bottle, which makes it more obvious that Nestl é intends to expand its high-end coffee business and enhance its brand image. Gwen also revealed that Nestl é does not rule out the possibility of opening offline cafes in the future. "it is possible for us to open our own cafes, buy Chinese brands or in other ways." He said.