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China Mobile also opened a store and built an O2O model Migu coffee shop.

Published: 2026-07-01 Author: World Gafei

Last Updated: 2026/07/01, Migu, an independent subsidiary of China Mobile, set up its first O2O model Migu coffee shop in Suzhou. Migu Coffee Shop integrates the O2O experience platform of coffee culture, comfortable environment and business interaction, which aims to provide users with offline experience and promotion of Migu's Internet business. It is understood that Migu coffee will be from first-class quality food, perfect O2O experience platform, one-stop chain Hugh.

Migu, an independent subsidiary of China Mobile, set up its first O2O model Migu coffee shop in Suzhou. Migu Coffee Shop integrates the O2O experience platform of coffee culture, comfortable environment and business interaction, which aims to provide users with offline experience and promotion of Migu's Internet business. It is understood that Migu Coffee will establish an offline theme experience hall for colleges and universities from three aspects: "first-class quality food, perfect O2O experience platform, and one-stop chain leisure experience store".

Chairman Liu Xin said: "if drinking a cup of coffee anytime and anywhere is Coffee 1.0, and tasting coffee in a comfortable environment is Coffee 2.0, what Migu Coffee hopes to do is to lead Coffee 3.0." that is, the integration of coffee culture + comfortable environment + business interaction O2O experience platform to create an one-stop leisure experience store chain. Migu Coffee No.1 shop chose to open in Suzhou, hoping to get close to colleges and universities and create a real entertainment life base for young people. Migu Coffee is not only a new change to the user's business experience and entertainment, but also an interpretation of Migu's concept of "changing the way".

Migu Coffee will also create a space for creators, which can not only provide a platform for parties and exchanges, but also give you a space to hatch your dreams. Users can fully feel the different coffee era through the LOGO and experience games in front of the store, the beauty coffee machine when ordering meals, the online experience of seating card + pre-meal games + IPAD,4G+WiFi after sitting, and the three-dimensional leisure of multi-functional interactive screen + theme wall + shelf.

According to previous media reports, China Mobile Group will inject 10.4 billion yuan into Migu over three years, including 7.1 billion yuan in 2015. At this year's Asian CES exhibition, Migu Culture Company released the "Migu +" strategy, which integrates five major digital content resources: music, video, games, reading and animation. It is also mentioned that Migu Culture will make full use of its online and offline promotion resources, and try to establish offline experience zones and experience stores in various ways, and at the same time cooperate deeply with various channels to provide product packaging capabilities for mobile phones, PC, flat panels, home televisions and car audio.

It has been revealed that in the future, Migu Coffee plans to open 5-10 stores in Beijing and five subsidiaries by the end of 2016, further expanding the scale and shape of the store, including independent theme stores, Migu bars, ministores and other forms.

Source of this article: cnbeta website

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