See also Crossroads! Ruixing Coffee Joins Netease Cloud Music to Open "Music Theme Coffee Shop"

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

NetEase Yun Music and Luckin Coffee officially announced that the two joint "Yandao" music-themed coffee shops have officially opened to the public. Guandao is a long-term music-themed coffee shop with a combination of music experience and coffee drinks, located at No. 35 Sinan Mansion in Shanghai.

This is another step of Luckin Coffee under the guidance of the "infinite scene" brand strategy. Luckin Coffee has joined forces with Tencent and the Imperial Palace to open theme stores. NetEYun Music also opened "Sleeping Music" Hotel Theme with Yaduo Light House last year to open offline theme stores through IP authorization with other brands.

"Guandao" is a long-term music-themed coffee shop jointly opened by NetEyun Music and Luckin Coffee, which integrates music experience and coffee drinks. Therefore, "Yi Dao" has unique and distinct music elements in beverage development, theme design, store location selection and so on.

For example, Luckin Coffee has developed and customized a new drink, "Taodao Peach Bing", for the "Taidao" online Yiyun music theme store. after the launch of "Taidao", this new drink will also be launched in Luckin Coffee stores all over the country. Before August 11, all users of NetEYun music vinyl VIP&L7 or above can come to the store from 2: 00 p.m. to 4: 00 p.m. every day to get a free drink with the theme of "peach ice on the island". In addition, NetEase Yun Music will also launch related member-themed activities in APP.

The overall space design of the theme of "island" revolves around "island", which means "there is an island in everyone's heart". Regard the whole space as a sea, and the functional area is scattered on the sea surface in the form of reefs and islands. Clouds, water, islands and people are integrated in the overall streamlined design. Each "island" has an independent sound mask to play different music, and there is also a special interactive area and mechanism in the store, "Let music reviews on the wall." users entering the store can leave what they want to say and have the opportunity to be projected on the music review wall of "Isle Island".

The location of "Guandao" is also significantly different from other coffee shops. NetEase Yun Music and Luckin Coffee chose Sinan Mansion, a century-old house in central Shanghai, to inject a strong cultural heritage, "adding some sugar to coffee and life with music".

IP authorization is a common way of cooperation, but a heavy cross-border like opening an offline theme store is the first cooperation between a NetEase Music IP license and a coffee brand. In this cooperation, Luckin Coffee uses a new storefront style, and NetEase Yun Music is also deeply involved in the theme design of "Island". It can be seen that the two sides place more commercial expectations on the cooperation.

According to the "Analysis report on the Development of China Mobile Internet Industry in the first quarter of 2019" released by Trustdata, NetEase Yun music users are concentrated in white-collar workers and students, showing an obvious younger trend, while Luckin Coffee is so eager for young people, the overlap of consumer groups, so that the audiences of both sides can infiltrate each other. In Ruixing, orders can only be ordered through the mobile phone APP, and now everyone listens to music through the mobile phone. Therefore, in addition to using NetEase Yun music songs, coffee shops can also develop a lot of value-added services.

Luckin Coffee was put into trial operation in January 2018. as of July 16, 2019, it has settled in 40 cities across the country, with more than 3000 stores. The cooperation with NetEyun Music not only meets the demand of Luckin Coffee brand rejuvenation, but also can introduce rich cultural elements for coffee consumption. According to NetEase Yun Music and Luckin Coffee, the official business of the online Yiyun music store is only the first step in the cooperation between the two sides. NetEyun Music and Luckin Coffee will expand more cooperative ecology in the future, and have deeper cooperation in the areas of music coffee and culture.

Music APP that doesn't want to be social is not a good coffee shop, and for NetEyun Music, if you want to tell more stories about music socialization, you may still need to return to the music attribute itself to think about the needs of users. Luckin Coffee, whether it is "not only coffee" or "infinite scene", do not forget "coffee" itself while telling stories, otherwise it will be called "coffee brand". In fact, milk tea tastes better than coffee, which will inevitably be disappointing.

Photo Source: NetEase Yun Music

END