Coffee has become a "cross-border medicine", and the Internet in the fashion world has quickly opened stores to sell coffee.

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Recently, women's wear and accessories brand MARNI has crossed into the coffee field, and its MARNI MARKET CAF É flash store will be unveiled in Chengdu Ocean Taiguri from May 11 to 19.

Marni belongs to Italian tide card, which was founded by designer Consuelo Castiglioni in 1994. Marni, who has been committed to pure luxury, can't help but look forward to opening a coffee shop. What the MARNI MARKET CAF É looks like, you can feel one or two in advance.

The fusion of Italian style and oriental flavor is more limited edition of the original products on display.

MARNI said the coffee shop was inspired by the culture of leisure life, and Chengdu has always been known for its slow life, which must be an important reason why MARNI coffee shop chose to settle in Chengdu.

The MARNI MARKET CAF flash store is located on the gravel island of Daci Temple Square in Taikuri, Chengdu. It is reported that the coffee shop as a whole uses an open structure, with red as the main color, and the appearance is elongated "M" type. In particular, the coffee shop also has a water seesaw with peripherals for customers to relax.

In addition, the flash store will also display MARNI MARKET limited edition original furniture, boutique design and fashion accessories. Judging from the official pictures, the design of these original products is basically the same as that of MARNI, colorful and luxurious, and some products are still restricted.

MARNI said it would work with Starbucks China to serve Starbucks summer ice drinks in flash stores. In addition, limited edition gift boxes, mugs and star cards will be released online at Tmall's official flagship store in conjunction with Tmall's small black box. It is reported that the official flagship store of MARNI Tmall has now launched the MARNI MARKET series.

The popularity of cross-border coffee of well-known brands covers a wide range of fields.

Now, "cross-border" has become a hot word in business. Whether it is brand refurbishment or marketing promotion, cross-border seems to be able to achieve the effectiveness of four or two dialing a thousand pounds. Among the many cross-border object choices, coffee is popular in a straight line.

From shopping malls, cinemas, bookstores, home stores, retail stores, entrepreneurial space and other major formats, to GUCCI, HERMES, Armani, VOGUE and major well-known retail brands, and even social platforms, video sites and other emerging industries, various industries have begun to play bundled games with coffee.

Luxury × coffee: Prada Bar Luce& Blue Box Cafe

When luxury goods meet classic movies, there is the Bar Luce, which seems to recreate the movie scene. In the coffee shop in Milan, Prada invited Wes Anderson, the director of the Grand Budapest Hotel, as the designer. All the furniture and decoration have a sense of the times, the color of pink-green and pink is very leaping, and the store is full of retro nostalgia in the movie.

Similarly, Tiffany's coffee shop also focuses on the movie concept, bringing Audrey Hepburn's classic film "Breakfast at Tiffany's" into reality, so that more consumers can pay homage to the classic. Just like the store name Blue Box Cafe, the owner's vision is Tiffany's classic blue.

In addition to Prada, Tiffany, Burberry, Armani, GUCCI, LVMH and other well-known luxury brands are also involved in the coffee field.

Fashion × Coffee: Ralph's Coffee

Some brands may have the intention of playing games, but fashion brand Ralph Lauren is absolutely serious about making coffee. As early as 2014, the brand announced the opening of its first Ralph's Coffee coffee shop on Fifth Avenue in New York City, followed by Ralph's Coffee cafes in London, Paris and Chicago. Last year, Asia's first Ralph's Coffee also landed in Hong Kong Harbour City.

Ralph's Coffee is very particular about coffee. There are not only Ralph Lauren's personal coffee recipes, but also Ralph's Roast, Decaf and Espresso recipes, among which coffee beans come from Central and South America, Africa, Mexico and other places. It is worth mentioning that Ralph's Coffee coffee beans are USDA organic certified coffee beans.

Magazine × Coffee: ELLE CAFE

ELLE CAFE, owned by ELLE, the world's number one fashion magazine, opened on a trial basis in July last year. ELLE positioned the cafe as a platform, combined with its own attributes, with the concept of fashion life as the theme, intended to provide people pursuing personality and fashion with a cafe that integrates social, food, IT and boutique shopping.

Sports brand × coffee: Adidas

Adidas's coffee pop-up shop has two floors. On the first floor, there is a minibus equipped with Adidas products, and you can get a cup of coffee with the bracelet issued by the staff. On the second floor, a large number of brand LOGO are presented in various ways. Customers can take pictures crazily, take pictures in several different theme experience spaces, and make their own posters.

Internet × Coffee: Tencent QQ

In Shenzhen Nanshan District theme coffee shop "1999 beta"-Tencent QQ 20 years of entrepreneurial theme store, with Internet entrepreneurial nostalgia as the emotional fulcrum.

In 1999, the original QQ "1999 beta" was officially launched, and the "1999 beta" themed coffee shop, also set up to commemorate this "glorious" moment, "transported" memories of QQ and 1999 to this cafe.

In addition, Internet companies such as bilibili, NetEase and Migu of China Mobile have also launched coffee shops, mostly with cultural themes.

Cross-border coffee keywords: conceptualization, flash mob, joint connoisseur

Through the above cases, it is not difficult to find that most of these cross-border coffee brands have a long history of development, stable industry status, high social recognition and certain economic strength. But at the same time, they also face the problem of outdated brand image and lack of communication with the new generation of consumers.

As one of the three major drinks in the world, coffee is especially loved by young people. The coffee shop, no matter from decoration or beauty, can give the brand more opportunities to express. Cross-border coffee shop has therefore become one of the high-quality choices for many brands to extend their image.

Most brands do not intend to cross-border catering, the ultimate goal is image marketing. It determines the conceptual characteristics of these cross-border coffee shops, often speaking their minds and highlighting the brand image.

Compared with ordinary cafes, flash stores have a stronger concept, including MARNI, Adidas and other brands have chosen flash as a form of cross-border coffee.

Pop-up shop is a new thing that can capture the curiosity of consumers. Rapid emergence and rapid disappearance, so that consumers have a "fear of missing" psychology, brands can often rely on pop-up stores to achieve ultra-high popularity. More importantly, the pop-up store can not only achieve the purpose of brand marketing, but also put an end to the risk of poor management restricting the brand.

For how to specific landing coffee shop, cooperation with mature coffee brands is the choice of most cross-border brands, to achieve the "I am responsible for the concept, you are responsible for the coffee" clear division of labor. At present, Starbucks, Costa and Lucky are all popular choices. For the selected coffee brands, they have also achieved cross-border over and over again, which is undoubtedly a win-win choice, which also ensures the efficiency of cooperation.

Summary

According to the London International Coffee Organization, compared with the global average growth rate of 2%, China's coffee consumption is growing at an astonishing rate of 15% a year. Guoxin Securities research data show that China's coffee consumption is growing at an annual rate of about 15%, and the sales volume of China's coffee market is expected to reach 300 billion yuan in 2020. Perhaps it can be speculated that in a short period of time, at least in China, more and more brands may be involved in the coffee industry.