How long can coffee and brand cross-border mash-up "golden oil" be popular?

Haagen-Dazs sells coffee, McDonald's and KFC are targeting coffee, and Guuci and Hermes have all opened cafes. It seems that coffee has become a "panacea" for cross-border mash-ups. Through cross-border cooperation, unrelated and non-competitive brands can infiltrate each other and target consumer groups can be integrated, so as to enhance the comprehensive competitiveness of brands.

Food and beverage

Haagen-Dazs

On the pedestrian street of Nanjing West Road in Shanghai, Haagen-Dazs's world's first coffee shop officially opened on May 8. The Haagen-Dazs coffee shop is an upgrade of the original ice cream shop, next to a Starbucks. In the store, Haagen-Dazs changed the original palace style, added more coffee elements, and changed the color from the original red to the brown.

Of course, Haagen-Dazs coffee also has its own ice cream properties, which is not only related to materials, transparent glass coffee cups, colored coffee products are unique, in order to attract the post-90s-in Haagen-Dazs's view, this group of people will be the most important coffee consumers. And Haagen-Dazs is partnering with Italian coffee brand illy.

KFC

KFC plans to offer freshly ground coffee products in at least 2500 KFC stores across the country by the end of 2015, and store decoration will be upgraded accordingly.

In KFC's view, there is no need to launch an independent brand like McDonald's, but simply be direct and affordable: provide customers with classic coffee choices such as American style, latte, mocha and cappuccino with a price starting from 10 yuan. Although it looks a bit monotonous, it is undeniable that the little red cup of KFC Coffee is quietly appearing in the street. For customers who just want a cup of coffee and don't ask so much, KFC is clearly an easy and money-saving option.

McDonald's

McDonald's is the first fast food brand to start the coffee business. It began selling coffee as an independent store in Australia in 1993, but did not expand globally until 2007. At the beginning of entering the Chinese market, McCafe fresh brewed coffee was only used as a product in McDonald's restaurants, and it was not until 2010 that there was an independent McCoffee restaurant in Beijing, Shanghai, Guangzhou and Shenzhen.

McCoffee has become a new choice for many people to have a cup of coffee, and the store design with dark brown tone and white handwritten logo is also quite eye-catching. Here, you can drink a cup of freshly brewed coffee at the price of Starbucks 2Accord 3, although there are not many kinds of coffee, but there are regular concentrated, gourmet, cappuccino, latte and mocha. If you want something else, McCoffee also sells matcha, milk tea, green tea or snow ice, followed by a muffin and cheesecake. Is there a feeling of coming to Starbucks at McDonald's?

GouBuLi

Tianjin Goubuli Group has become a catering company selling both steamed buns and coffee after it won the permanent right to use the Chinese territory of Colorado, Australia's largest coffee chain, last year. According to Goubuli Group's plan, it will expand the market by means of commercial cooperation and chain operation, and plans to open 20 new stores across the country this year, and the number of stores will expand to 200 in the next five years.

In the Colorado coffee shop, coffee is the most important product, followed by fruit-flavored ice drinks, hot dogs, fried chicken, covered rice and other products. Although GouBuLi, who was born as a steamed stuffed bun, is in charge of the operation and management, the Gloria China team is still in charge of a group of coffee lovers, so things like "have a cup of GouBuLi coffee" will not happen.

Pizza Hut

When it comes to selling coffee, Pizza Hut has its own plans. Although its Dean Roland Coffee is also famous, pizza is probably the most memorable product, so recently the brand plans to change its style and image and open a new cafe-style concept store in Hong Kong, Pizza Hut Super Delco.

This concept store has changed the process of sitting down and ordering and waiting for food in ordinary Pizza Hut stores, but allows customers to buy coffee and sandwiches at the counter, and the store area is also relatively small, taking a relaxed, casual and exquisite route. Some special desserts are also served in the store. Selling coffee may not be the most important part for Pizza Hut, but it may be a good way to change the brand image by selling coffee.

Luxury goods

Gucci

The iapm Plaza of Shanghai Huanmao welcomed the first Gucci coffee shop in the mainland in August 2013. Gucci coffee shop has maintained its usual luxury concept. The overall environment of the coffee shop is very comfortable, with many desserts and specialty coffee.

When you come here, you must order Tira Misu and cube chocolate with Gucci LOGO, especially the cube chocolate here, which is specially designed by dessert master Ernst Knam, and its taste varies slightly according to different periods of time. It is slightly sweet in the morning and slightly bitter in the afternoon, fully demonstrating the care of luxury brands to guests. Desserts made from high-quality raw materials and the famous double G logo, which girl can escape such a good taste attraction?

Hermes

Caf é MADANG is located on the negative first floor of Herm è s Seoul's Donsan Park retail store, and on the same floor is HERMES Museum, which shows the cultural history of the brand.

The interior style of the cafe is highly consistent with the brand style, and the porcelain and tableware also come from Herm è s, but the consumption level here is not as inaccessible as the Birkin bag. A cup of coffee is about 13000 won (about 75 yuan) and is managed by Silla restaurants in South Korea.

Agn è s b

If the cafes of the above two luxury brands are more like subsidiary services of retail stores, then agn è s b. I pay more attention to the operation of the coffee shop.

The design enthusiasm of this French brand is not limited to fashion, but also extends to travel, floral, diet and other forms of life. Agn è s b. There are 14 cafes in Hong Kong alone, and we are also actively working with kitchen utensils brands to promote the "Very French" life experience.

Versus

Compared with the above fashion brand cafes, which have made great achievements overseas but have not been seen at home, Versace opened its VERSUS caf é to Shanghai early.

The red storefront decoration is full of Italian enthusiasm, but according to netizens on Dianping, the service experience of the store needs to be improved, and the food is not considered good.

The Western Empress Dowager

After designing luxury suites for the Hollywood Hotel in West London, Vivienne Westwood started a coffee business. The world's first Vivienne Westwood Cafe officially opened in Shanghai K11 Shopping Center.

In addition to the attractive name of the Western Empress Dowager, the coffee shop also made reference to the elements of fashion and British tea culture, bringing a "studio" to show the backstage scenery of the fashion show, and an 18th-century decorative "teahouse". Vivienne Westwood's Saturn ring logo and British checkered pattern are naturally ubiquitous. Just order an afternoon tea and you will find them on porcelain plates and tea tray shelves.

Other

KENZO

KENZO is a brand founded by Kenzo Takada in France, which combines the calm artistic conception of oriental culture and the enthusiasm and liveliness of the Latin nation. Works with a sense of design have come to prominence in the fashion world since 1970, and joined the LVMH Group in 1993. Since then, KENZO's clothing, accessories, tableware and perfumes have been more popular.

KENZO cross-border catering world, founded a flash coffee shop (POP UP Caf é), adding a lot of fashion elements to the vision, and such a beautiful and eye-catching van is not only a photo prop to attract tourists, but also provides coffee and macarons, the collision of retro wave points and coffee, the integration of vision and taste, bringing a new feeling to consumers.

Dimensional scene

Yipai Coffee Epark Coffee, a coffee brand founded by Metropark Hotel Macau Group, opened its first store in Beijing on May 8. The new store is located in the Beijing Port China Travel Service Weijing International Hotel, with a simple and environmentally friendly design style to bring coffee drinks and baked cakes for the guests.

Epark Coffee is the first "non-hotel" lifestyle brand launched by Metropark Hotel Macau Group of CTS across the border, selecting manor coffee of origin from three major producing areas in the world, providing "tailor-made for business people" coffee flavor, from material selection to craftsmanship, more full-bodied taste.

RIMOWA

On April 12, the world's first coffee shop concept store of top international suitcase brand RIMOWA opened in Chengdu Ocean Taikuri, which is also the largest RIMOWA store in southwest China, with an area of 269square meters.

The shop adopts an open design, customers go through the RIMOWA's latest travel luggage exhibition area to the 8-meter-long bar, or enter the independent VIP lounge area, and the store hires the most professional baristas to prepare coffee drinks for customers.

Ikea

Open an OASIS CAF é cafe at the IKEA store in Baoshan, Shanghai. The IKEA OASIS caf é Cafe opened on December 18, 2014 and is located on the second floor of the Ikea Baoshan store in Shanghai.

The warehouse space, which is 10 meters high and covers an area of 600 square meters, will be filled with green plants and bookshelves to achieve the integration of fresh, natural and industrial atmosphere. in addition to ordering all kinds of coffee and desserts, the cups and plates used for dining can also be freely selected.

From this, it can be seen that non-traditional coffee brands' involvement in the coffee industry will not stop. Whether it is to become a supporting service in the retail link, or a member of the compound business form. But how long can they be popular? We still have to wait for the test of the market and consumers.

Why has coffee become a "panacea" for more and more industries? The answer is actually very simple. The advantage of coffee determines that it is a cross-border mash-up material. The first coffee has a good image orientation and has been endowed with romantic color a long time ago, which has a fatal attraction to young Chinese in the new era. Secondly, coffee, as a drink, can be drunk 24 hours a day, unlike food, so cafes with good locations can basically have customers all the time, which in itself provides a good premise for marketing. and then increase customer stickiness and arrival rate. Moreover, there are few places for friends to sit and chat in China, and cafes are undoubtedly the most suitable place-elegant and inexpensive, as well as free WIFI. The longer consumers stay in cafes, the more opportunities businesses can take advantage of marketing. Finally, China's coffee market is still in a stage of rapid development. Sales of Chinese coffee chains more than doubled in 2013 from less than 10 billion yuan in 2008, and are expected to double again by 2017, according to market research firm Euromonitor.

Source: winner's Network Jiangsu Station