Blue Bottle Coffee opened two stores in a row and encountered cold. Netizen: It's too common!

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Two days ago, Blue bottle Coffee officially opened to the public at the new store in Vientiane City, Luohu, Shenzhen.

According to officials, the second store in Shenzhen was built by wrk-shp, which designed more than 20 stores for Blue bottle around the world, integrating the characteristics of "half landscape, half city" in Shenzhen's Luohu District, dividing the store space into soft "lake area" and simple "mountain area". In addition, the "background wall" made of fabric brand logo and cloth curtains is one of the characteristics of the store, and the design that moves with the wind makes many people speak bluntly that it is chic and interesting.

It is understood that Xinmen store also launched two special meals, namely coffee milk jelly inspired by Lingnan sugar water and chocolate tea cake combined with store design style. The surrounding side is the travel insulation cup jointly launched with Kinto and the recently launched boutique instant coffee "New Orleans style".

A month after the opening of the first store in South China, the second store in Shenzhen followed, surprised fans but also marveled at the speed of the opening of the blue bottle coffee. But in fact, the two stores in Shenzhen are almost prepared at the same time, only social media promote the first store, which leads to the emergence of Luohu store is a bit unexpected.

Perhaps due to the lack of publicity, compared with the two-hour queue at the door of the first store, the opening day of the second Blue bottle Coffee shop in Shenzhen appeared to be somewhat deserted. In addition to the invited media and fans who got the news early in the morning, there was not only no queue, but also a lot of vacant seats.

The guests who specially clocked in also said that there were not many people at the scene and there was no need to wait after ordering. There are signs that the new Blue bottle store is not as crowded as before, and there is not much spray on the social platform.

The day before the Luohu store opened, the official account of Blue bottle Coffee announced that the central store on the west coast of Shanghai would officially open at the end of this month. Compared with previous years, this year's Blue bottle not only went out of Shanghai and expanded the range of stores, but also increased the speed of opening, opening three stores in succession in two months, subverting the public impression of "leisurely layout at your own pace".

Blue bottle Coffee, which focuses on boutique coffee, has always been known as the "Apple of coffee". It has many followers since it became famous. For some coffee lovers, signing in to Blue bottle Coffee is like a "holy land parade" with great significance. Therefore, when entering the Chinese market two years ago, the first store of Blue bottle Coffee caused a carnival of fans, and there was a long queue at the door for seven hours.

Looking back at the location of Blue bottle in several first-tier cities across the country this year, the new store has never been able to reproduce the grand queuing in the past, and it is even difficult to attract the attention of enthusiasts.

Among them, there is no lack of the impact of the price war on the coffee market, but on the other hand, many consumers pointed out that the first store of blue bottle coffee in southern China gave people a poor sense of experience, and fans were disappointed by high pricing and unstable product quality control. I no longer expect anything from other stores after that.

For a long time, Blue bottle Coffee pays attention to maintaining the unique design style of the brand, "one store, one design" to integrate the local cultural characteristics of the store to attract users to visit the store and sign in. But in the eyes of some loyal users, the two stores opened successively in Shenzhen have lost the exquisite style advocated by the blue bottle, and they can not feel the rigorous attitude towards the boutique coffee products.

So after taking photos and posting them on moments, most people only regard blue bottle coffee as a beautiful scenery passing by, but not as a cafe closely related to their daily life.

Picture from: Internet

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