Try on / read / eat dessert / drink coffee in the cosmetics shop. The beautiful cross-border makes you have to open your mind.

Abstract: go to Yue Shi Fengyin to buy DIY trinkets, drink coffee in Beautiful Beauty's, eat French desserts in O'Shudan, ask friends to have dinner in Chanel's restaurant, and exchange your feelings and experiences about trying out cosmetics. Although it may sound surprising at first, brand stores are trying it, no longer just selling cosmetics, but gradually becoming places where they can taste mellow coffee, experience new things and experience brand culture.

When Xiao C is browsing moments, it is not difficult to find that every girl has a dream of opening a shop, whether it is a cosmetics shop, a florist, a coffee shop, a dessert shop or a bookstore. Indeed, today's young consumers pursue refreshing, bourgeois, literary and artistic style, fun and interesting stores, and no longer care about what industry you are.

Go to Yue Shi Fengyin to buy DIY trinkets, drink coffee at Beautiful Beauty's, go to Oshudan for French desserts, ask friends to have dinner at Chanel's restaurant, and exchange your feelings and experiences about trying out cosmetics. Although it may sound surprising at first, brand stores are trying it, no longer just selling cosmetics, but gradually becoming places where they can taste mellow coffee, experience new things and experience brand culture.

After searching for information, Xiao C has sorted out some characteristic compound stores, which may bring some help to the transformation or learning of franchise stores:

①, do you think you're here to read beauty books? That would be wrong.

On a street behind Aoyama Street in Japan, there is a compound store called BEAUTY LIBRARY, which is made up of a coffee shop and an organic cosmetics store.

Designers believe that women should pay attention to both inside and outside to improve their charm, and good service and space provide a comfortable platform. At the same time, tablet computers are provided in the store for customers to understand every product in the store. Organic cosmetics is the external help to enhance the sense of beauty, while enjoying coffee and food here provides an internal motivation. More importantly, there is a QR code next to each item, so customers can use mobile devices to bring product information or related make-up knowledge home and order online.

② Cafe d'MAKA

Cafe d'MAKA, a make-up cafe located near Hongda, where young people gather in Seoul, is a make-up-themed coffee shop dominated by women. Here you can freely experience a variety of big-brand makeup products, or let professional makeup shop owners make up for you. The shop owner used to be CHANEL, M.A.C and other big-name professional makeup artists, with more than ten years of make-up experience. Because of his love of make-up, he started this make-up coffee shop. The decoration in the store is closely linked to the makeup theme, and the pavilion is full of all kinds of international cosmetic products, including many limited edition products.

③ Shara Shara combined with coffee

In order to meet the needs of consumers, South Korean cosmetics brand Shara Shara combines coffee and shopping perfectly at the flagship store of Hongyi University. Shara Shara specially employs professional baristas to make seven kinds of coffee for customers, including American coffee, espresso and coffee latte, and the price is only 1000 won (about 6 yuan). In the process of buying cosmetics, customers can also taste delicious coffee and enjoy the most intimate one-stop service.

④ Cafe with skin Care experience as its theme

AimeeLu, a cosmetic and skin care brand active on the online platform, tried to go offline when its founder Liu Lu opened a cafe with the theme of skin care experience in Loudi, Hunan province. She believes that, on the one hand, the format of first-and second-tier cities is relatively saturated, storefronts and logistics costs are high, and the O2O model is still available in third-and fourth-tier cities; on the other hand, residents of third-and fourth-tier cities have a yearning for a new way of life. it is a fashionable consumption experience for girlfriends to enjoy afternoon tea together. In response, AimeeLu tries to impress potential customers in third-and fourth-tier cities with "cafes that can share afternoon tea with their girlfriends", with interesting elements, fashionable experiences and intimate services to enhance brand image, gain trust, and promote their perceptual consumption of cosmetics.

⑤ has become a "selfie mecca"

On November 25, Yueshi Fengyin opened a new 822 square meter store on East Nanjing Road in Shanghai, which is the largest single store in China and the largest single store in the world. There are not only skin care products and cosmetics that girls are infatuated with, but also innisfree Green Caf é, which is popular in South Korea, and leisure space for DIY ornaments.

The new Innisfree Yueshi Fengyin store has three floors, the first floor is the cosmetics area, the second floor is the combination of the cosmetics area and the coffee rest area, and the third floor is the main experience. The appearance alone is not good enough for literature and art.

It's also a good idea for ⑥ to come here and run into a star.

On November 30, a cosmetic coffee experience shop was opened in Shanghai's old wharf. The selling point of this shop is that you can freely experience the latest cosmetic products of all kinds of famous brands, or you can sit down quietly for a cup of coffee with your best friend or three or five friends. The owner of this store is Li Jing, whose name comes from the first beauty show in China-"Beautiful Beauty". Li Jing's original intention of opening the shop was to allow women to experience makeup and sit down for coffee.

Sir, do you find that "cosmetics" and "coffee" really match? Xiao C believes that the marketing idea of "putting on makeup while drinking coffee" is more attractive to consumers than the promotional methods commonly used in China, such as big price cuts and discounts. First of all, customers drink coffee, take a break to create a good mood, and then let the ladies carefully select and try the products on the dresser, the whole purchase process is easy and enjoyable.

In fact, in other industries, enterprise (brand) cross-border marketing is no longer a rare thing, but also do unboiled water.

① Ikea Restaurant: sells furniture but earns 1 billion a year from catering

"I am the best food and beverage in the home store, and I am also the best seller of furniture and building materials in the catering industry." I have to admit that Ikea already has a lot of fame in the home and catering industry.

In fact, Ikea restaurant was born not to make money, but to enhance the overall attractiveness and popularity of Ikea as a business form itself, and increase the retention time of customers. However, inadvertently, the designers did not expect that the IKEA restaurant contributed a large part of the turnover and profits to IKEA.

② Homm expands the beauty series as an one-stop shop to meet the demand.

Founded in Sweden, Hattorm is mainly engaged in clothing and cosmetics. It has been involved in cosmetics since 2009, and just earlier this year, Hattorm announced that it would launch a full range of cosmetics for the first time when it released its results. On Sept. 17, the make-up series, called "Happy M Beauty", officially launched on its North American website. At the same time, there are more than 900 Himm stores and online sales in 40 markets around the world. In October, Himm brick-and-mortar stores also specially set up cosmetics open-shelf counters.

③ MUJI cross-border make-up field

In April, MUJI (Shanghai) Commercial Co., Ltd. announced the upcoming launch of MUJI makeup through its official Wechat. Now, MUJI makeup series products have long been sold online on its official website. Judging from the merchandise released on the official website, MUJI color makeup covers more than ten categories, such as eye shadow, eyeliner, eyebrow pencil, foundation milk, mascara, lip gloss and so on. Its makeup products are not only rich in categories, but also practical and popular, the price is also close to the people, quickly captured a large number of fans.

At present, terminal stores always complain that "customers do not enter the store". Have you ever thought about what innovations your store has to attract customers?

The cosmetics seller opened a coffee shop and the clothing store sold makeup products. This amazing idea has to be said to be a good idea.

Although success is not so easy to replicate, but through these cross-border pioneers to learn from the experience, but also need to follow the market to make different strategic adjustments, is to let the store or brand keep pace with the times.

Source: C2CC Media