Brain Platinum has opened a coffee shop! Do cross-border joint coffee shops make money?

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Hula dancing on TV for more than 20 years, "this year's festival does not accept gifts, receive gifts only brain platinum" health care products brand opened a coffee shop in Shanghai!

Recently, according to the official confirmation of brain Platinum, a subsidiary of Giant Group, the first brain Platinum Coffee shop opened in Songjiang District of Shanghai on November 7, named after its young brand "brain Platinum + Cafe", so it seems that brain Platinum officially crosses the border coffee track. As we all know, coffee refreshing, brain platinum sleep, this combination really surprised many people ah!

According to the video released by the official Weibo, in this brain platinum coffee shop, you can see the iconic blue, smile curve and arc shape of brain platinum, which are handled by two giant laser white men, with a sense of fashion and intimacy. Coffee cups, classic blue bottles and other familiar elements appear in the store, and people can't help but go in for a drink with the style of the design trend.

The "brain Platinum + Cafe" coffee shop sells not only coffee, but also tea, smoothies, fruit juices and other drinks. The price of coffee is basically more than 10 yuan, which is quite friendly. A variety of personalized tastes to meet different needs, coupled with good-looking products, attracted a lot of people to sign in to try something fresh.

When it comes to brain platinum, the first thing that comes to mind must be a pair of magical dancing grandparents in TV commercials. Cartoon CP, known as the "original virtual idol" on the Internet, appeared in a coffee shop in a different shape. Brain platinum is a health product produced by Wuxi Jiante Pharmaceutical Co., Ltd. since it was listed in 1997, it has been best-selling in China for 25 years. Its slogan "No gifts during the holidays, only brain platinum" is also a household name. It once became the first choice for health products for Spring Festival gifts.

In recent years, there are many industry giants cross-border coffee business, in addition to the potential business growth, pay more attention to the market for young people, coffee has already become one of the important lifestyles of young people.

Brain Platinum's opening of a coffee shop may have something to do with its group's brand rejuvenation strategy. In March this year, the 25-year-old brain Platinum renovated its brand for the first time, launching the younger brand "brain Platinum + Cafe" and releasing three new products for the young market: "Sleep 9", "Big mouth 7" and "vigor 8".

It is reported that the new products are aimed at young people, focusing on healthy food, and the overall design tends to be youthful and happy. From a series of brand renovations of brain Platinum, it is not difficult to understand its intention of opening a coffee shop. On various social platforms, many netizens have indicated that they are eager to try "brain platinum coffee".

Cross-border coffee in various industries has continued to heat up this year, with coffee from China Post's first post office landing in Xiamen, followed by sports brand manufacturer Li Ning's cross-border launch of its own coffee brand, "Ning Coffee NING COFFEE". Even the old shoe brand, Ning Coffee, has opened a cafe. In May, technology company Huawei applied to register its coffee trademark. In October, new energy car manufacturer Weilai also applied for registration of 4 coffee trademarks and so on. It is clear that coffee has become a favorite of cross-border bosses.

CCTV financial report, in recent years, more and more people like to drink coffee, the coffee industry in the Chinese market is full of vitality. Up to now, there are 166000 coffee-related enterprises in China, of which more than 22000 are newly registered from January to September 2022, with an average monthly growth rate of 36.4%.

In such a competitive environment, everyone wants to fight for a cup of dividend. at present, as an outsider in the coffee industry, it is still doubtful whether brain platinum can succeed in the coffee business.

Photo Source: Internet