Harmay Beauty Shop there are several shops in China that sell good coffee in Shanghai? excuse me, how does lemon tea taste?

Another brand of cross-border coffee.

On September 30th, HARMAY, a high-end beauty makeup collection store made in China, opened a large flagship store.

The flagship store is located on Wukang Road in Shanghai, across the street from the first store on the "Harmay Plum" Anfu Road in 2017.

The shop has four floors with a total area of 700 square meters.

In terms of design style, the overall design style tends to be "industrial style", such as the use of red brick elements unique to Shanghai red brick houses and exposed cement, and so on.

Unlike in the past, the first floor of the store has been transformed into an open space, and a "coffee stall" has been set up at the entrance to the first floor of the flagship store.

The "Coffee outlet" brand uses Mariamba's "Marienbad".

In terms of drinks, a total of 5 kinds of drinks and 1 kind of snacks are provided.

Drinks include two kinds of coffee, black coffee (Long Black) and milk coffee (Coffee Latte) 28 yuan; chocolate; draft beer (including Shitao and wheat beer); water (steam / non-steam, brand antipodes) and hot dog snacks.

In the price of drinks, black coffee, milk coffee, chocolate, draft beer is 28 yuan, water (steam / non-steam) is 45 yuan a bottle.

The above-mentioned Mariomba Coffee already has two stores, which are located on Wukang Road (where the flagship store is located) and the Mariomba Xintiandi store.

For the "Huanmei" brand, this is not the first time that "Huanmei" has germinated the idea of entering the new business type coffee market.

According to the Bright Company, investors have revealed that Huanmei has been seeking to invest in or acquire coffee brands, but it does not rule out opening more coffee shops to turn Marionba into its chain coffee brand in the future.

It is worth mentioning that while the flagship store was officially opened to the public, the first offline warehouse store opened on Shanghai Anfu Road in 2017 was closed at the same time.

But interestingly, although the store is closed, Zhong Taipeng, co-founder and chief operating officer of Huamei, is not going to give up the store, but is ready to sell lemon tea here.

In 2020, "Huanmei" invested in the establishment of hand-held lemon tea chain brand introlemons and opened its first store in Beijing. "Huanmei" also plans to turn the original Wumei Anfu Road store into a national flagship store of introlemons within 2021.

According to media reports, the original Mei Anfu Road store location (about 250 square meters) will open a HARMAY lemon tea brand "introlemons forgive lemon".

According to public information, Harmay, which started in Taobao in 2008, opened its first offline warehouse store on Anfu Road in Shanghai in 2017. so far, Harmay has eight offline stores in Beijing, Shanghai, Chengdu, Hong Kong and other places, selling products including skin care, makeup, fragrance and other products. Harmay said it will also open stores in Xi'an, Wuhan and other cities in the future.

Generally speaking, whether "Harmay" is the introduction of coffee or lemon category, in-depth interpretation of this issue, in fact, it should be a saying spread in the industry: cross-border posture is different, but the essence of cross-border is marketing.

For "Harmay", adding new categories can increase the stickiness of its fans and attract more user traffic.

But for any brand, in this era when everything can be online celebrities, the economy of online celebrities can only bring short-term benefits, and being able to change from "online celebrities" to "growing red" is the fundamental solution to the long-term development of a brand.

However, it is not enough to "turn network celebrities into everlasting red" only by "cross-border innovation holding new friends". More importantly, after becoming popular, we should find the right position, continue to innovate, form the "brand power" recognized by the market, and realize "everlasting red". In order to go on this track for a longer time.

Last.

As for the online celebrity beauty shop "HARMAY plum" cross-border tea market can get new development and changes, the answer will be given to time, after all, today's market development is rapidly changing.

* the source of the picture in this article: HARMAY Huanmei Network

For more information about coffee beans, please follow the coffee workshop (Wechat official account cafe_style)

For professional coffee knowledge exchange, please add Wechat account kaixinguoguo0925.