Coffee shop marketing planning case is it difficult for a coffee shop to start a business?

I believe that these "crossovers" of cafes are only the beginning of their commercial value being fully recognized. On the one hand, coffee shops themselves have a lot of exclusive marketing value, on the other hand, cooperation with high relevance can maximize the value of brand mining.

I don't know when coffee shops began to spring up in the city. "When I resign, I want to open a cafe," which has become a naive idea of many petty bourgeoisie in the city. Speaking of innocence, it is because it is easy to open a shop and difficult to maintain a shop. There are so many cafes in the city, and not every one lives so well. And as rents soar, the dream of opening a cafe seems to be getting further and further away from ordinary people.

Recently, however, the value of cafes has been rediscovered, becoming a cross-border marketing panacea.

Just a few examples. Coffee shops, for example, can graft on brick-and-mortar retail. A few days ago, Uniqlo in the United States introduced Starbucks in its stores in an attempt to give customers a better experience and keep them longer. Macy's, Target and Barnesand Noble also introduced cafes early on. For such businesses, simply being able to retain customers longer increases their chances of buying in stores.

Coffee shops and bookstores can be combined. Take Fangsuo Bookstore in Guangzhou Taikohui as an example, it also integrates the mixed operation of bookstore, aesthetic life, coffee, exhibition space and clothing fashion, which can be said to provide various services between squares.

Coffee shops can also be combined with furniture stores. For example, there is a cafe called "Ideal Time". In addition to providing coffee and exquisite decoration environment, it also sells almost all furniture and decoration in the store, such as dining chairs, dining tables and wall clocks. As long as customers like it, they can pack it away.

Coffee shops can be combined with luxury goods. Many luxury brands have coffee shops, such as Gucci, which has opened two coffee shops in Florence, Italy and Tokyo, Japan. The treasure of its Gucci coffee shop in Tokyo Ginza is not coffee, but Gucci chocolate used to match coffee.

Coffee shops can even be close to high-end financial enterprises. Recently, China Merchants Bank launched the first coffee bank in China, that is, a special space was placed in the cafe, which contained a "visual counter" machine of China Merchants Bank, two self-service deposit and withdrawal machines, and a staff member of China Merchants Bank to provide services to customers at any time. Customers can enjoy leisure, comfortable, petty bourgeois coffee shop environment, get professional financial services of the bank.

Why can coffee shops graft on to so many other industries? The answer is actually very simple. The advantages of the cafe itself determine that it is simply a cross-border material. First, the cafe itself has a very good image positioning. Coffee shop is an exotic product, which has long been endowed with romantic color, which has fatal attraction to Chinese young people in the new era. Coffee shops located in medium and high-yield consumption places are also very suitable for grafting brands consistent with target customer groups and become natural marketing carriers. Second, as a beverage, coffee can be needed at any time of the 24 hours, unlike food, which is particularly cyclical. Therefore, a well-located cafe can basically have customers all the time, which in itself provides a good premise for marketing, and then increases customer stickiness and arrival rate. Third, there are few places for friends to sit and chat in China, and cafes are undoubtedly the most suitable place-elegant environment and low consumption, as well as free WIFI. This can be seen from the consumption habits: Americans buy coffee and leave, while Chinese people like to sit up and finish. The longer consumers stay in cafes, the more opportunities merchants can take advantage of marketing opportunities. Fourth, the shop rents in popular locations are getting higher and higher, and it's good to find a partner with similar tastes to share the rent. I believe these "cross-border" cafes are only the beginning of their commercial value being fully recognized. On the one hand, coffee shops themselves have a lot of exclusive marketing value, on the other hand, cooperation with high relevance can maximize the value of brand mining. With the right partners and imagination, coffee shops can develop more business models.