Blue bottle of coffee finally opened into Beijing? Netizen: time limit for selling instant solution?!

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A year and a half ago, the blue bottle coffee BLUE BOTTLE COFFEE, the ancestor of boutique coffee, opened its first store in the mainland in Shanghai's Jing'an District. Even though a latte costs 42 yuan, the queue during the opening period was still astonishing.

Today, Blue bottle Coffee has entered the mainland for nearly two years, has five official stores in Shanghai, and has "stepped on" Shenzhen in the form of a flash store. Every time a new store hits the ground, there is always a wave of attention on social media, and the popularity of signing in offline remains high. With the closing of a three-month limited store in Shenzhen, more and more attention has been paid to the "grapevine" that the blue bottle is about to enter Beijing.

Yesterday, the official Wechat account of Blue bottle Coffee announced that it will jointly build a time-limited boutique instant coffee station in conjunction with snowboarding brand BURTON, which will be unveiled at the southwest corner of THE BOX Chaowai Youth Force Center in Beijing business district this weekend, that is, from 21 to 22.

Although the event lasted only two days, it was also the first time that Blue bottle Coffee had landed in the Beijing market, and fans immediately told each other, "Blue bottle Coffee has finally come to Beijing!" . In this regard, some netizens speculated that it may be a wave of preheating for the follow-up official brand stores.

However, unlike the cheers of the blue bottle coffee store opening in the past, Beijing netizens not only had no expectations for the news of "flash into Beijing", but also complained collectively. One of the biggest reasons is that the coffee participating in the live event is not freshly ground and extracted drinks, but not long ago on the new instant products, including American style and lattes.

On the social platform, casually click on a note about "Blue bottle Coffee comes to Beijing for the first time", and almost all of the comment area complains that the operation of Blue bottle Coffee is too insincere.

"who do you really despise? "blue bottle, wake up. Beijing is no longer short of online celebrity shops." We need this instant solution in Beijing. That's funny. Blue bottle is a serious pop-up shop in Shenzhen. you can open an instant shop in Beijing? I'm a little insincere. I finally came to Beijing, and it turned out to be instant. It's insulting. " …… It seems that people are not going to pay for blue bottle coffee coming to Beijing in an instant way.

Since its inception in 2002, Blue bottle Coffee has a history of more than 20 years and is regarded as one of the important pioneers of the third wave of boutique coffee. Looking back at the brand's progress in the mainland market, only three stores were opened last year, compared with two official stores and a short-term restricted store in the first half of 2023. Compared with its peers, Blue bottle can be said to be very slow to expand stores. And, because the official store is always located in Modu, it was once ridiculed by netizens that it could not get out of Jing'an District of Shanghai.

The reason why Blue bottle Coffee opens so slowly is mainly because stores not only need to control the appropriate location, it takes a long time to design and build, but also need to make different innovations for different store experiences and products. Because of this, it is difficult for blue bottles to replicate quickly when entering the domestic market.

In fact, I believe many people have already heard the news that Blue bottle Coffee is going to "walk out of Shanghai." the Beijing company of Blue bottle Coffee showed its registration in January last year, but it has not released the landing news for a long time. Earlier, there was news on the Internet that Beijing's first blue bottle coffee store was about to land near the Jingshan scenic spot, but so far, officials have not disclosed specific information about the store. Therefore, if you want to sign in to the official Beijing store, you can only continue to wait patiently.

Photo by: Blue Bottle Coffee Blue bottle Coffee

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