If you have money, you may not be able to sell good coffee! Jewelry brand Pandora closes the last coffee shop

If you have money, you may not be able to sell good coffee! PANDORA, a well-known Danish jewelry brand, will eventually miss out on the "coffee" market.

Pandora Coffee Shop, the last Pandora coffee shop in the world, was closed on June 9 because it was unable to sell coffee, the Beijing Business Daily reported.

In addition, Pandora Jewelry, which is located in the main store of Zhongli in Wangfu, was also closed this time.

So far, Pandora has not made any response to the reason why Pandora suddenly closed the coffee shop.

According to reports, Pandora has two coffee shops around the world, both of which have been closed.

Pandora's first coffee shop, which opened on November 18, 2018, is located in Golden Eagle World, Nanjing, and will be withdrawn in 2020 because the contract between the store and the mall expires and is not renewed.

In decoration, the shop is mainly pink as the theme color, indoor set up a solid wood low table and soft bag sofa stool and equipped with irregular chandelier, the overall comfort is better.

In terms of products, PANDORA CAFE mainly focuses on dessert and coffee.

Another Pandora coffee shop, which opened on January 10, 2019, is located on the second floor of Zhongli, Wangfu, Beijing, and will be closed on June 9 of this month.

Pandora Caf é Beijing is a two-story flagship store, which mainly sells boutiques on the first floor and coffee shops on the second floor.

The coffee shop continues the iconic pink of the Pandora brand, mainly in pink tones, offering coffee, tea, drinks and desserts.

Like most luxury brands in the cross-border coffee field, Pandora Cafe has printed Pandora's iconic LOGO logo on its products.

In terms of price, the unit price of Pandora Cafe products is about 70 yuan.

Public information shows that:

PANDORA, which began in Denmark in 1982 and is named after Greek mythology, started as a couple and officially entered the Chinese market in 2015.

At first, Pandora became an upstart in jewelry because of the free matching of its star product, Moments bracelet and string ornaments, and was loved by female consumers around the world.

In recent years, some netizens have proposed that Pandora's design style is out of date, and the development of the Chinese market has fallen into a bottleneck period. In the face of "fastidious" young consumers, the pageant of "entering Panmen is as deep as the sea, buying one after another" is no longer there.

In addition, the Beijing Business Daily said in a report: Alexander Lacik, CEO of Pandora, revealed in a conference call that due to the epidemic, 70 Chinese markets were closed according to regulations, and the passenger flow of the remaining stores was "almost zero." the development of the overall retail business is in a sluggish state.

As a result, Pandora had to offer a discount of as little as 50% during the 618 period this year.

By the end of 2019, the number of Pandora stores in China had reached 240, of which 19 of Pandora's 58 new stores worldwide were located in China in the first quarter of 2017.

In fact, in recent years, luxury brands have been trying to change the "brand rejuvenation", in which the cross-border coffee market has become one of the ways for luxury brands to change.

As far as high-end luxury brands are concerned, the above mentioned practices are not rare on the market.

French high-end luxury fashion Louis Vuitton "Louis Vuitton" LV brand has also crossed the coffee industry before, but also because the launch of coffee drink "latte" on the Weibo list topic, then generated more than 221000 views on the day, and triggered a heated discussion on the Internet.

In 2015, luxury brand Burberry Burberry opened its first coffee shop in London, UK, and by 2020, Burberry directly opened its second store in the world and the first Thomas's Cafe store in Asia in Vientiane City, Shenzhen Bay.

International brand Giorgio Armani has opened a concept cafe in Paris Saint-Germain de Pete, which has a huge private open-air area that can accommodate 70 guests at the same time, and the interior design and furniture are carried out by Armani/Casa, the household brand of the same group.

American luxury jewelry brand Tiffany & Co. Open the first Blue BoxCaf é in Europe, the store is inspired by the blue gift box, which is the most representative of the brand, and the overall space design is also very aesthetic and romantic.

Gucci, the Italian fashion luxury brand, also has two coffee shops around the world, one in Italy and the other on the fourth floor of Tokyo's Ginza flagship store.

Italian luxury brand Fendi has also become an online celebrity cafe after it opened a coffee shop. Fendi and Yamamoto opened the first Yamamoto coffee shop in Chengdu, which is small but hot.

French luxury brand Herm è s has also opened a coffee shop in Ginza, Tokyo, Japan, with a full set of Herm è s furniture that serves desserts, sandwiches and drinks in addition to coffee.

Of course, in addition to the luxury brands mentioned above, there are some luxury brands in the cross-border coffee industry that are not listed here.

Finally, back to the topic of Pandora, for most brands, the coffee shop is an extension of the brand, and the choice of cross-border coffee market is also to enhance the stickiness with consumers to make the whole brand younger, so as to gain a growth point. in fact, the previous two Pandora cross-border coffee shops are also to find new growth points and accumulate new consumer groups. Hope that through the high-frequency consumption of coffee consumer groups to promote the development of low-frequency consumption of jewelry.

However, industry insiders pointed out that due to PANDORA's lack of brand operation experience and even insufficient preparation for high-frequency young consumption, Pandora had to end up withdrawing stores. At the same time, industry insiders also said: from the perspective of brand image, there will be some negative public opinion in the short term, while from a long-term point of view, ending the wrong measures will not have a significant impact on the brand.

Nowadays, more and more fashion luxury brands have changed their past brand strategies and moved closer to "lifestyle and brand rejuvenation", while there are many hot brands in the cross-border coffee industry, such as LV, Tiffany & Co. Brands and so on, it should be noted that any brand can only go long-term only by finding more new development channels in the process of continuous exploration and constantly creating a new sense of surprise. Of course, the most important thing is to do a good job in product quality and service.

* Image source: Internet

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