The first offline concept store in Shanghai will open soon! Advantages and characteristics of boutique coffee concept store

In June, the boutique coffee brand completed a new round of financing of hundreds of millions of yuan with a valuation of 4.5 billion yuan.

After nearly three months, the three-and-a-half offline concept store finally landed in Shanghai.

The new store is named "Force Flying into the force", which is similar to the three-and-a-half "exploring the Planet" culture. The offline store is a three-and-a-half-meal adventure into the new world, and it may also be the brand's bright expectation for the future. I hope customers can bring inspiration when they are curious about every part of the store.

In fact, the idea of opening an offline store in Shanghai for three and a half meals is not sudden. According to public data, as early as March 2019, three and a half Dun opened its first offline demo store in its stronghold of Changsha to try offline business. At present, three and a half meals of coffee off the Changsha line ranks first on the list of the most popular coffee shops in Furong District on Dianping, with repeated praise.

In November 2020, Cha Yan Yue, a new Chinese original tea brand also from Changsha, upgraded to a joint concept store on the basis of the original space of the Demo store. Retain their own brand concept and design, the joint space names are "three and a half Blend store" and "tea color abrupt store". During the joint signing period, three-and-a-half meals and pleasant tea faces also creatively developed special drinks [Sanmaotuo] and [Mary Yan].

Just after the financing ended in June 2021, Wu Jun, founder of three-and-a-half Dun, said in an interview with later LatePost that he would try and explore various offline channels after three and a half meals. It also revealed that it is expected to set up the first offline concept store of the brand in Shanghai. What is a concept store? The term "concept store" comes from Europe and the United States and is popular in Japan. It is used to describe those stores with unique style and creative ideas. Stores that integrate more creative ideas and life advocacy on the basis of brand culture are generally referred to as concept stores.

In this way, three-and-a-half meals have a certain competitive advantage. Whether it is brand design or the planning of various activities, three and a half meals accurately grasp the aesthetic style and consumer psychology of customers.

Friends who follow three and a half meals should be able to notice the high-density photos released by the official Weibo on Sept. 16, warning of the imminent opening of the new store. Why is it about to open?

Because from September 16 to 18, only media personnel who have been invited for internal orientation can enter. It will not be officially open for business until September 19th. This time-staggered design is also one of the marketing strategies for three-and-a-half meals of coffee, and a large amount of off-site traffic can be obtained through social media. Various bloggers' recommendations can help three and a half dinners to be the first to open up consumers' brand awareness and achieve rapid transformation.

The slogan "take a coffee and walk on Anfu Road" is another marketing focus of three and a half meals. As we all know, Anfu Road is one of the streets with the strongest literary flavor in Shanghai. Without publicity and affectation, you can get extra points just because of the environment of the store.

Three and a half Dinner is a very young and dynamic brand, and there are unlimited possibilities in the future. It is inevitable for its growth to have the courage to explore different possibilities and constantly provide sufficient freshness. At present, the offline concept store still only plays the role of brand communication for the three-and-a-half brands. As to whether it can develop into a new retail starting point with the member growth system as the core, and allay the concerns of the capital side about the offline sales performance of its products, let's leave everything to time.

Photo: three and a half meals on the official website Weibo

Thanks to Little Red Book [Gravity Minority Sports Community] for providing photos of three-and-a-half offline stores in Shanghai.