Extending the industrial chain of big brands is the choice direction of the mainstream cafes in the future.

" I heard that Gucci is opening a restaurant. I wonder what the price is?" Lu, who just returned from a business trip in Shanghai, was very excited. After all, Gucci bags could not be bought all the time, but meals should be able to eat a few meals. Recently, in Shanghai IAPM Mall, the poster of "Gucci Restaurant, about to open" has been put on the wall. However, the reporter inquired, Hangzhou Gucci temporarily did not have this plan.

Coffee and a shop.

You think you're relaxing?

There is a cafe in Shanghai K11 shopping mall, which was opened by Vivienne Westwood, Empress Dowager of the West. It is said that it has only been open for more than 2 months. The sales are already very hot. More than 10 tables and more than 50 seats are often full. It is not uncommon for the turnover of more than 10,000 yuan in a single day. A cup of coffee at 45 yuan is not too expensive for many people, and some people are even willing to hang out in the store for waiting_because the coffee shop is connected to the original store of the brand, so you can try it on freely in the store within a few steps and rest on the sofa for a while. Vivienne Westwood is also said to be a significant sales driver, with young coffee drinkers dropping in to shop as soon as they are happy, and shoe and bag sales being the most affected.

Recently, it is not uncommon for big names to try to extend the industry in this way. Gucci has a cafe on the ground floor of the Gucci Museum in Florence, Italy, where visitors and tourists can order freely, as well as a Gucci cafe in Japan. But the soon-to-be-opened "1921Gucci Restaurant" in China will take the form of a restaurant. Shanghai Hermes House offers champagne and coffee desserts for a fee, but not in a particularly obvious store format. Burberry and LV are also distributed around the world.

It used to be called adding value.

The future will become the mainstream format

Many five-star hotels have opened, but they are not cheap. For example, the Bulgari Hotel in London costs 6,000 or 7,000 yuan a night. Presumably, the price of accommodation in the upcoming Bulgari Hotel in Shanghai will not be low, but a cup of coffee is affordable for many people.

"From the design of walls to cake plates and even the coffee itself, logos are everywhere you can't hide from. Unknowingly, I immersed myself in the atmosphere. This kind of psychological attack is subtle, especially for young people who like to drink coffee. It can accumulate new young customers for the future." One industry insider said,"It can't be done often to buy big bags, but it's absolutely OK to drink coffee and eat, and many people enjoy this new satisfaction, or 'new show'."

Big brands are quietly changing their stores, not just cafes, but a process from a single product to a lifestyle brand. "I just came back from Europe and visited many shops. Art exhibitions, lounges, coffee restaurants and museums are all directions chosen by many big brands, such as Prada Foundation, Ferragamo Museum and LV Art Space, which are all integrated with shops." Zhou Ting, president of the Wealth Quality Research Institute, said in an interview with reporters,"BV also has a shop in Shanghai to do art space and do some cooperative exhibitions."

Zhou Ting thinks, From the current point of view, All kinds of cross-border management or gimmick components mostly, But this will gradually become the mainstream, Traditional shops unchanged also have to change. "If the experiment works well, big brands may plan a comprehensive store makeover in the future, making the best stores lifestyle and increasing customer viscosity."

In the early years, these services of big brands were called "added value", but now, this is about to become the mainstream format, which means that the store function and the means of serving customers have changed.

From: Qianjiang Evening News