Squeeze the mall! Lin Junjie opens a coffee shop in Shanghai!

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Early this morning, a long queue appeared on the periphery of Shanghai Hubin Road Shopping Mall, which made many passers-by wonder what limited activities the mall launched, which prompted so many people to queue here early on weekdays.

In fact, instead of holding specific events in the mall, there is a coffee shop called Miracle Coffee. Some people may find it hard to remember the relevant information when they see the name of the store, but if they mention the brand founder, Lin Junjie, they will probably suddenly realize.

For Lin Junjie's "Little Miracle Coffee", many netizens should be no stranger. The brand used to appear around Lin Junjie's concert venues in the form of coffee carts and other flash movers, attracting fans to sign in and collect stamps.

Since the beginning of this year, Xiao Miracle has changed the previous pop-up store model and opened long-term official stores in Chengdu, Guangzhou and other places, making fans everywhere cheer and say bluntly that they no longer have to rush around.

And this flagship store in Shanghai is widely expected. In 2019, Little Miracle's first mainland store was settled in Shanghai, and during its opening, Lin Junjie personally stood on the platform to attract local fans to line up for hours to snap up. However, because the store belongs to a flash store, it was closed in July 2022.

Since then, although small miracles have occasional activities in the Shanghai area, they are mostly in the form of flash coffee cars. So for Shanghai fans, they have waited for two years to finally come to Little Miracle's flagship store in Shanghai, and their expectations for the store are naturally indescribable.

What makes fans more excited is that it is reported that yesterday night, Lin Junjie personally inspected the store in Shanghai and asked a group of users to call Boss Lin's attention to the store. So early this morning, although I already knew that it was impossible to meet an idol in the store, the enthusiasm of the fans continued unabated.

According to the on-site photos taken by netizens, the door of the store and the shopping mall corridor were all filled with fans who had come to queue up after hearing the news. The long line with no end in sight once spread outside the mall. It is understood that in order to shorten the waiting time for customers, the store has set up rules such as "limit the purchase of four cups per person" and "limit the purchase of each item around" and so on.

But consumers waiting in line said that even if the store introduced purchase restrictions, the manpower in the store was limited and the order processing speed was slow, so it would take several hours to buy a cup of coffee.

It is worth mentioning that the speed of opening small miracles seems to have improved recently, with Lin Junjie fans clocking in to new stores in Shenzhen, Hefei, Chongqing and other places. At the same time, there are rumors that Xiao Miracle may be stationed in Xi'an, Xiamen and other places, but the information has not yet been determined.

In addition, some consumers said that some of the small miracle stores have opened takeout services, so that fans do not have to go to the store to buy on-site to drink brand-featured drinks. Many people speculate that after the flash activities in the past few years, the brand should have a plan for the domestic coffee market, and may see a small miracle in more domestic cities in the future.

Picture from: Xiao Hong Shu

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