Benz and Chanel also open coffee shops? New ways of playing luxury brands, stepping into consumers' life experience

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

Although diet is a daily necessity for people, in the era of high-quality consumption, the consumption space with advanced brand labels has gradually become a new consumption experience for consumers. Many high-end brands strengthen consumers' ability to identify brands and enhance their brand value by setting up brand concept cafes.

Although food and drink are not fashion boutiques, they are the reasons that drive many consumers to spend in large department stores. With the increasing popularity of online shopping, offline brands have to create more new incentives in order to give consumers a reason to enter the physical space for consumption. As a result, the trend of branded cafes has emerged in recent years. The labels of these premium brands attract consumers and provide coffee, desserts and shopping space to bring the brand experience into consumers' lives more specifically through food. In addition to Chanel, which joined the trend earlier, many premium brands such as Moleskine, Kiehl's and Mercedes-Benz have also chosen to open brand concept cafes in China, hoping to enhance brand recognition and give a more valuable experience.

Chanel CoCo Caf é-Free coffee for merchandise, scenic spot creation topic

Chanel is an early brand that uses branded cafes to stir up conversation and attract money. before Chanel Cafe CoCo Cafe landed in China in 2017, it had established a stronghold in Tokyo, Japan, and continued to conduct flash stores in various countries for a period of two weeks to a month. CoCo Caf é has not only a large number of Chanel makeup and perfume displays, but also a lot of double C brand logo peripheral products.

It is worth noting that most of the coffee shops opened by Chanel are pop-up shops, and there are no meals or drinks to sell. As long as you wait in line and take pictures and sign in, you can get free coffee and trial kits for different products. There are brand logo logos in many corners of the store, encouraging consumers to sign in and take pictures. Chanel through such a scenic coffee shop, the biggest purpose is to attract media topics, consumer attention, and hope to be able to expand from the physical store sign-in to the community.

Moleskine Caf é-stationery combined with catering, cultural life to expand the world

Moleskine is an Italian handmade notebook brand that even Van Gogh and Madis love to use. It has a history of nearly 200 years. Featuring a minimalist and calm style, Moleskine decided to enter the catering market in 2016 and opened a coffee shop in Milan; in January 2018, it opened the world's first branch in Beijing. Moleskine Caf é is very popular with consumers and tourists from all over the world, and it has become a Wenqing coffee shop for notebook pilgrimage.

This practice of combining stationery with meals, the core idea is to create a minimalist and peaceful life style in line with the Moleskine brand, there is not much decoration in the store, in line with the overall brand style. In addition, Moleskine not only creates a coffee shop, but also a comprehensive space that includes art galleries, stores and creative platforms, allowing brands to combine the coffee shop's scene applications and have more room to play.

Counter maintenance brand Kiehl's opened the world's first Kiehl's cafe in Taipei in 2017, featuring New York culture, with ceilings inlaid with neon lights and brand stories common in New York, and exposed brick walls with American decor.

Different from other brands of coffee shops, Kiehl's Cafe is unique in terms of meals, combining the brand's natural and environmentally friendly demands, offering drinks and snacks dominated by star commodity raw materials, "calendula", as well as selling cup covers, mugs and other surrounding goods. In addition, Kiehl's cooperated with many food bloggers on Instagram to offer incentives such as raffle draw, order cups, travel groups, and so on. On the first anniversary of the opening of the coffee shop, there was a pop-up coffee shop tour, which not only attracted a large number of consumers to make pilgrimages and created topics, but also occupied the community page, thus once again combining the brand's emphasis on natural and environmental protection with life.

Mercedes me-from simple coffee to daily necessities to create a fashionable life circle

Mercedes-Benz, a well-known brand of famous cars, has always been committed to integrating the brand into the consumer life experience, and its Mercedes Me experience store has set up locations in Beijing, Tokyo, Rashimoto and other places. Different from the general coffee shop, Mercedes-Benz creates a fashionable life experience of eating, drinking, playing and having fun. The overall decoration adopts modern simple European style. In addition to the light meal coffee shop, there are also test driving experience, boutique display and shopping area, in an attempt to create a new fashion landmark. The luxury, Mercedes-Benz and fashion sense of Mercedes-Benz are presented in the coffee shop through life experience to strengthen consumers' recognition of the brand.