Can boutique cafes drive retail survival in third-and fourth-tier cities?

Boutique coffee (specialty coffee) is also called "specialty coffee" or "select coffee". It refers to coffee made from a small number of raw beans with excellent taste grown in an ideal geographical environment. Depending on the special soil and climatic conditions in which they grow, they have outstanding flavor. After strict selection and classification, this kind of coffee can be regarded as a selection of coffee beans because of its hard texture, rich taste and excellent flavor.

As people live in addition to living and working, the value of cafes has long exceeded people's initial imagination, in this context, a variety of specialty cafes focusing on market segments have also begun to rise. Garage Coffee, 3W and mergers and acquisitions focus on Internet startups, and both Armani and Gucci have their own branded cafes. Just imagine, if the afternoon tea social scene sinks to the domestic third-and fourth-tier cities, apart from catering, what commercial value can it be tapped? Some people want to create a "afternoon tea + offline experience store" model.

Retail is not easy to do, and WeChat businesses are also moving towards a bottleneck. To this end, AimeeLu, a beauty and skin care brand active on online platforms such as Taobao and WeChat merchants, is trying to go offline to break the deadlock it faces. Zhao he, co-founder of AimeeLu brand, opened a cafe with the theme of skin care experience in Loudi, Hunan province on Sept. 6.

Zhao he believes that according to his WeChat business's sales experience, "the separation of products and consumption" is a major difficulty in promotion: first, it is difficult to establish a new brand image in the minds of consumers; second, it is difficult to realize the experience of skin care products. Mailing experience will prolong the decision-making time and reduce the desire to buy. Third, several girlfriends take a nap in a cafe and may experience beauty and skin care projects together between talking and laughing, a phenomenon that does not occur in front-line retail.

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", 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. At AimeeLu Cafe, customers can experience AimeeLu skin care products while enjoying coffee desserts while shopping online or offline-the retail industry can be combined with coffee in addition to simply selling online, making it a distinctive and interesting element in offline cafes.

If you sink to a third-and fourth-tier city, does the coffee shop scene have a chance to transform the retail industry?

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