Cosmetic brands cross the border is not news, cosmetics stores also have a coffee area, a fashion move

The trend of "younger" consumption is becoming more and more obvious, and the added value of consumption beyond the brand price has become the focus of the new post-90s consumer layer. Why do traditional cosmetics stores keep pace with the times and have a good dialogue with young people? Nowadays, it is a cross-border trend or a new idea that is popular in cafes of beauty brands.

CBO reporter Zhou Yao

Cross-border cosmetics brands are no longer news. Recently, with the launch of Yue Shi Fengyin's global flagship store, a cafe consistent with the tone of the brand has been unveiled, leading a new trend of cross-border beauty and coffee. For example, Li Jing, founder of Jingjia brand, recently unveiled a beauty coffee experience shop. According to the Cosmetic Finance online reporter, there have been attempts at the combination of coffee, a highly stylish business, and cosmetics stores.

In Asia, coffee and make-up go better.

South Korean fast fashion brand Yueshi Fengyin has opened a 822-square-meter three-story store on East Nanjing Road in Shanghai, which is the largest single store in the world and carries the significance of a new landmark at a high cost. To put it bluntly, this is more like a coffee shop, and two of the three floors are mainly coffee shop business areas. In the store, consumers can buy not only Yueshi Fengyin brand products, but also imported dim sum and coffee originating from Jeju Island, where the brand originated. The small and fresh style of decoration design, selfies and manual interaction give young consumers who love to act cute a good sense of experience. Such flagship stores not only advertise for the brand, but also deeply convey the values of the brand.

Coffee is also suitable for makeup. Cafe d'MAKA, located near Hongda, where young people gather in Seoul, South Korea, is a make-up-themed coffee shop dominated by women. Consumers can freely experience a variety of big-brand makeup products here, or let professional makeup artists in the store fix makeup. The decoration in the store is closely linked to the make-up theme, and the pavilion is filled with a variety of international make-up products, including many limited edition products.

In addition to South Korea, which is full of single-brand cosmetics stores, Japan also has a unique beauty shop. BEAUTY LIBRARY, a single-brand cosmetics store in Tokyo, is located in Nanqingshan, where luxury goods are concentrated. In order to allow customers to stay in the store for a long time, the single-brand store provides good service and space, where customers can enjoy food and drinks while enjoying the products. A large number of beauty magazines and books have also become one of the features of the store, which has been described as a cosmetics store like a library.

In China, Li Jing, the anchor of the make-up TV show "Beautiful Beauty", recently opened such a make-up coffee experience shop. Li Jing, the owner, originally opened the shop so that women could experience makeup and sit down to drink coffee. Consumers can freely experience the latest cosmetic products of all kinds of famous brands in the store, or they can sit down with friends and girlfriends for a cup of coffee and talk about makeup.

Similarly, in Hunan, AimeeLu, the beauty and skin care brand of the online platform, has also opened such a cafe that focuses on skin care experience and purchases through the online platform. Founder Liu Lu believes that AimeeLu tries to impress potential customers in third-and fourth-tier cities with "cafes that can share afternoon tea with their girlfriends", promoting their brand image, winning their trust and promoting their perceptual consumption of cosmetics with a comfortable environment, relaxed atmosphere, fashionable experience and intimate service.

The cosmetics franchise store will follow up in time and try the water for one-stop experience sales.

Under the cold winter of retail, the combination of coffee and cosmetics not only exists in single-brand experience stores, individual cosmetics stores combine their own consumer levels, but also make a bold attempt earlier.

Ke run Cosmetics chain, the second largest cosmetics chain in Xuzhou City, Jiangsu Province, has also opened a separate coffee area in its stores. Founder Zhang Yunxia told Cosmetics Finance online that as a middle-and high-end positioning store, the purchasing power of target consumers is proportional to their ability, so Coren should provide better service and provide customers with a more comfortable shopping environment. If it is only a simple business relationship with customers, the store will not be very competitive.

In Zhang Yunxia's view, under the impact of overseas purchases and mobile e-commerce, the decline in customer loyalty in brick-and-mortar stores is very obvious, and how to attract and gather customers should be the focus of all stores at present.

"We hope to create an environment in which customers can relax and stay in the store for a while." According to Zhang Yunxia, Kerun has opened a "service area" of more than 50 square meters on the second floor of the Heqing branch, which includes a coffee shop, a hairdressing area and a manicure area, with a more stylish decoration style. Zhang Yunxia told reporters that Kerun's goal is to allow more women who love beauty to enjoy one-stop service in addition to consuming cosmetics. Committed to creating quality, professional, fashionable, warm and elegant new life experience.

Also thinking the same way is Jia Bingqiang, co-founder of Bihui Midea.

Jia Bingqiang once revealed: the survival of small and medium-sized cosmetic shops in the future, in addition to always standing with consumers, the more important thing is to achieve the ultimate service and form an irreplaceable competitiveness. Looking for cross-border differentiation will also become the core competitiveness of stores. It is reported that Bihuimei plans to plant coffee bars and bars in its stores in 2016 to form a diversified industry pattern and a comprehensive consumption experience.

Source: cosmetic Finance online CBO exclusive www.cbo.cn

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