Blue bottle Coffee is going to open in Beijing?! The second blue bottle coffee shop in the mainland is sure!

Here we go! here we go! The second blue bottle coffee shop in the mainland is coming! You don't have to wait in a long line for a blue bottle of coffee. According to netizens, the second blue bottle coffee store in the mainland will be opened on Nanjing West Road, Jing'an District, Shanghai.

At present, the second store has entered the preparatory stage. From the photo, we can see that fences have been erected around the store and the interior has been renovated. The store was established on December 29th last year with a registered address at rooms N1-12 and N2-11, 1551 Nanjing West Road, Jing'an District, Shanghai, 1.5km away from Starbucks Zhenxuan Shanghai Bakery.

There have also been many reports that Blue bottle Coffee will open 10 stores in Shanghai, including Changan Road Yutong store (the first) and Nanjing West Road store (second). According to the heavenly eye check, apart from the above two stores, there is no registration news for other stores. But! In the process of inquiry, I noticed that on January 29 this year, Blue bottle Coffee registered with Beijing Co., Ltd. In other words, Blue bottle Coffee has been put on the agenda to open a store in Beijing.

Happy coffee heart, or that sentence! Don't huddle together! Don't huddle together! The blue bottle of coffee will continue to open, everyone take it easy. Your health is much more important than clocking in coffee shop! With regard to the entry of blue bottle coffee into the mainland market, many people are worried that it will be too late. The reason is that the price of blue bottle coffee is too high, at a time when the mainland coffee market is "choppy", it seems that it is not the right time for blue bottle to join. Perhaps according to the price point of view, blue bottle coffee just joined now, there is really no chance of winning. However, with its unique product experience and popularity, Blue bottle coffee will be favored by more capital and consumers in the mainland coffee market. The reason is that he follows the route of minority simplicity + boutique pursued by young people now. distinct symbols and well-known stories are also the key points of the brand's success.

Some market analysts believe that it is right for blue bottle coffee to enter the market now. At present, there is a lot of room for domestic consumers to improve their acceptance of coffee culture. at this stage, many people begin to come into contact with coffee through local brands such as Lucky and manner. When consumers learn more about coffee, the market demand for high-end boutique coffee will increase. According to the forecast of Citic Securities Research Department, the market space of high-end boutique coffee accounts for 25%, 30%, while the existing independent boutique cafes and boutique coffee brands are not enough to make the market space of high-end boutique coffee saturated. Under this forecast, blue bottle coffee, which focuses on coffee quality, still has a chance to gain a foothold in the domestic coffee market, while accelerating the expansion of stores.

According to the current opening of the first blue bottle coffee in the mainland, the price positioning does not affect consumers to choose blue bottle coffee, because more people are pursuing the brand effect of coffee, according to the reaction, the quality of blue bottle coffee in the mainland is stable, at least there is no "large-scale de-powdering" scene, so there are not many consumers and seize the high price to discuss blue bottle coffee. This is also the ability of blue bottle coffee ~ choose to maintain the style, blue bottle coffee is more like deliberately avoiding the domestic coffee brand "low price war", in a sense, blue bottle coffee does not intend to domestic brands as competitors.

Photo Source: online Weibo

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