Put the cart before the horse?! Supermarkets around Mstand enter Guangzhou

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Recently, many passers-by in Guangzhou Tianhuan Square noticed that a dark Mstand store was quietly stationed on the first floor of the square.

Looking at this fashionable and cool decoration Mstand, netizens who were aroused by curiosity could not help but go in and find out that this store is quite different from other stores. In this newly opened Mstand store, there is a dazzling array of surroundings, and many people call themselves as if they have entered a surrounding vegetable market.

It is reported that this Mstand Market is a flash store launched by the brand this year, which mainly sells surrounding areas. It has previously been stationed in Shanghai, Beijing, Chengdu and other places, attracting local neighboring parties to sign in here and buy their favorite cups and bags.

It is worth mentioning that the perimeter of the store is not sold separately, but is paid for according to the number of pieces selected by consumers. Judging from the in-store menu posted by netizens, there are four price packages in the store, each with a different number of items except for a cup of coffee.

In other words, whether customers choose a mug or a headphone bag, if they have only one piece, they will settle according to the lowest 128 yuan package. If users want to make a bargain, they should choose the "cheapest" 298 yuan package, so that the average price around a piece after purchase is about 70 yuan.

For such a flash store, the surrounding party was naturally very happy and went into the store to choose after opening, lamenting that people were dazzled by all kinds of periphery on the shelf. But for regular users who love Mstand, they only feel that this marketing model is somewhat anti-Tiangang, "the original coffee sent to the perimeter is more reasonable, in turn, I think a bit outrageous", "putting the cart before the horse."

Once upon a time, Mstand was recognized by many coffee lovers for its coffee not inferior to Starbucks and Manner, while the exquisite perimeter that accompanied the package prompted fans to buy pearls and boost product sales.

However, the perimeter that adds icing on the brand has become an eye-catching label on Mstand in recent years, with users paying more attention to the brand's new cups and bags and less talking about drinks that are supposed to be the protagonists in the package. So that some users sighed, used to tease Mstand is "buy peripheral free coffee", never expected that this joke came true, chain coffee brands opened the surrounding supermarket, the coffee in the store has become a free drink of commodity packages.

In addition, some went to buy the surrounding customer feedback, Mstand Market sold around although many styles, in fact, the quality is uneven. A user bought a backpack in the store and was damaged after using it for a day. He thought that the quality of Mstand products was high, "the perimeter of Mstand is very rough", "although the cup looks good, it is very chicken rib to use, and the backpack looks good, but the quality is not good".

It is undeniable that the "drink + perimeter" marketing model can indeed attract the attention of the surrounding parties and econnoisseur, which is beneficial to the promotion of the brand and the improvement of store sales. However, in the eyes of loyal fans of Mstand, the brand does not attach importance to the research and development of coffee products, but gradually develops gifts into the main business, which is very sad.

After all, no one thought that Mstand, which could compete with brands such as Manner, has now become "a coffee shop that lives by selling around".

Picture from: Xiao Hong Shu

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