Is it serious to open this coffee shop in Shanghai?!

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Recently, a coffee shop under renovation in a shopping mall in Shanghai has aroused discussion among local citizens. According to the pictures posted by netizens, the coffee shop is not open to the public at present, but many passers-by saw the name of the shop on the enclosure advertisement and suddenly became a little restless.

In the eyes of most netizens, the "b ³Coffee" coffee shop is just a bit chic, but Shanghai residents say that if the name is pronounced in the Shanghai dialect, it is an embarrassing "scumbag coffee". In this regard, a netizen thought that it might be read as "b cube", but when he saw the "must three Coffee" marked by the brand on the third-party platform, those who wanted to defend it were silent.

Many Shanghai netizens left messages one after another, "enjoy the life of Beisan Coffee", "suggest selling 180 / cup", "the boss is good at Shanghainese", and "enter the door" b3 to help make a cup of coffee. As a result, some people think of "Mrs. Sita Barbecue" and "Xunxi Milk Tea", which make people silent when pronounced in Shanghai dialect, and make fun of "find a place to drink three coffees, drink Xunxi milk tea in the afternoon, and eat Mrs. Xita in the evening."

While joking, some netizens said bluntly that although such a "unique" store name can attract the attention of local citizens, it will also dissuade some consumers, "I will not go." it's too unlucky "," I definitely don't want to drink it when I pass by "," I won't buy it even if I read it. "

They said that when they find that the name of the store is homonym with the word "punk" in Shanghai dialect, they will inevitably feel strange, thinking that the shopkeeper uses this controversial word as the name of the store, and some disrespect local consumers. They will also have a bad impression of the store name and will not patronize it bluntly after opening.

As netizens said, this coffee shop gains some traffic because of its "chic" name, which makes many coffee lovers pay attention to when the store will open and greatly enhance its brand awareness. But at the same time, the popularity of the controversy has put a negative label on coffee shops that are not yet open, giving local consumers a not-so-good first impression.

In the view of some users, the use of store names that are misunderstood by locals may give consumers a preconceived impression and greatly affect their evaluation of products. Perhaps when the heat is over, the public will remember only the controversial name of the store, not the brand's signature product.

In this regard, many people believe that businesses should "do as the Romans do" when entering a certain market, and avoid using store names that may make local consumers feel uncomfortable or ambiguous. Otherwise, it may "lift a stone and drop it on its own feet" because of a bad name, leaving a negative brand image to the local people before it is open, which is not conducive to the future development of the store in the local area.

Picture from: Xiao Hong Shu

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