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Cafes should be "a perfect match" across the border.

Published: 2026-07-18 Author: World Gafei

Last Updated: 2026/07/18, Cross-border mash-up has been played with unboiled water in the past two years. In cross-border cooperation, cafes seem to be favored by businesses. From Macy's in the United States to the introduction of cafes, to Starbucks Coffee in conjunction with Uniqlo flagship stores, to China Merchants Bank and Korean chain Coffee to work with you to create a new business model of coffee banks, recently, there are e-commerce cafes and cafes that can be purchased online in Hangzhou.

Cross-border mix and match, in the past two years has been played with wind and water. In cross-border cooperation, cafes seem to be favored by merchants. From Macy's in the United States to introduce cafes, to Starbucks coffee teaming up with Uniqlo flagship store, to China Merchants Bank and South Korean chain brand "coffee accompany you" to jointly create a new business model "coffee bank", Hangzhou recently also appeared online shopping "e-commerce cafe", the value of the cafe is being deeply exploited, it is simply called cross-border marketing "all-purpose oil".

What is the charm of a small cafe that can seamlessly interface with various industries?

From the coffee shop's own advantages, it has a good image positioning and unique marketing value. In people's impression, coffee shop is an exotic product, representing quiet, comfortable, petty capital, is a high-end consumption place where business negotiations and family and friends can be held. Therefore, as long as it is grafted together with the brand consistent with the target customer group, it may show amazing marketing ability. Moreover, coffee, as a fast-moving consumer favorite of young people, will be needed anytime, anywhere, which ensures that the coffee shop customers will not be interrupted. As long as you can keep customers longer, you will increase their chances of spending in the store. In the time when people enjoy coffee and sit and relax, they may buy a book, a piece of clothing, or they may get professional financial services from banks.

From the market situation, China's annual coffee consumption of 70 billion yuan, away from the mature market of 2 trillion-3 trillion yuan, there is still huge market space, which provides the possibility of cooperation with other industries. With the increasingly fierce competition in the same industry, the situation of "one big, waiting for guests" has changed dramatically. Whether it is coffee shops or other formats, they must carry out differentiated operations in order to gain a foothold in the market. They are all trying their best to seek partners who can leverage each other. Coffee shop cross-border not only shares expensive rent, reduces operating costs, but also drives marketing. Both parties achieve win-win cooperation. Why not?

It should be noted that coffee shop cross-border is like "looking for objects", not only in the brand culture, service and quality to "door to door", but also to try to meet the complementary relationship of user experience, rather than simply product functionality complementary. Through cross-border cooperation, non-competitive brands that are originally unrelated can penetrate each other, and target consumer groups can integrate with each other, thus enhancing the synergy of brand competition. However, cross-border marketing is not a perfect policy, and there are also many failure cases abroad. Therefore, when selecting cross-border partners, it is necessary to conduct in-depth research on target consumer groups, effectively formulate interaction schemes with partners, ensure effective utilization of resources, enhance complementary user experience, and thus strengthen brand synergy effect.

Cafe cross-border is the inevitable result of conforming to market choice, and it is also the inevitable requirement to meet consumer demand and improve customer experience. In the future, cross-border marketing may be a business model that more companies are willing to try. Only by digging deeper into the brand value, starting more from the user's point of view,"jumping out of the brand to see the brand, jumping out of the industry to see the industry", subverting the traditional thinking, can we achieve breakthroughs and achieve win-win results. (Hong Xin)

Source: China Food News

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