Talking about the thinking brought by the "Cross-border" of Cafe

I believe that these "cross-border" of cafes are only the beginning of a full understanding of their commercial value. On the one hand, the cafe itself has a lot of exclusive marketing value, on the other hand, high-related cooperation can maximize the value of the brand.

I do not know when, cafes began to appear in the city like bamboo shoots after a spring rain. "when I resign, I will open a coffee shop." this has also become the naive idea of the petty bourgeoisie in many cities. Speaking of innocence, it is because it is easier to open a shop than to raise it. Not every cafe in the city lives so well. Moreover, with the rise of shop rents, the dream of opening a cafe seems to be getting farther and farther away from ordinary people.

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

Just give me a few examples. For example, cafes can be grafted with brick-and-mortar retailing. A few days ago, Uniqlo in the United States introduced Starbucks in the store in an attempt to give customers a better experience and keep them a little longer. Before that, Macy's, Target supermarket and Barnesand Noble Bookstore also introduced cafes early. For such enterprises, as long as they can retain customers for a while longer, they can increase their chances of shopping in the store.

Cafes and bookstores can be combined. Take the Fangsuo Bookstore in Taiguhui, Guangzhou 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 a variety of services.

Cafes can also be combined with private shops. For example, there is a cafe called "ideal time", which not only provides coffee and exquisite decoration, but also sells almost all the furniture and decoration, such as dining chairs, tables, wall clocks and so on, which customers can take away as long as they like.

Cafes can be combined with luxury goods. Many luxury brands have coffee shops. For example, Gucci has two coffee shops in Florence, Italy, and Tokyo, Japan. The treasure of the town shop in Gucci Cafe in Tokyo Ginza is not coffee, but Gucci chocolate used to match it.

Cafes can even have access to high-end financial companies. Recently, China Merchants Bank United Coffee accompany you (Caffebene) launched the first coffee bank in China, that is, there is a special space in the cafe with 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 not only enjoy the leisure, comfortable, petty bourgeois coffee shop environment, but also get the bank's professional financial services.

Why can cafes be grafted with 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 by nature. First, the cafe itself has a very good image positioning. Cafes are imported and have been endowed with romantic colors a long time ago, which has a fatal attraction to young Chinese in the new era. Cafes located in medium-and high-yield consumer places are also very suitable for grafting brands consistent with the target customer base and become a natural marketing carrier. Second, as a drink, coffee can be needed at any time in 24 hours, not as cyclical as food. Therefore, cafes with good locations can basically have customers all the time, which in itself provides a good premise for marketing, and then increases the stickiness of customers and the rate of arrival. Third, there are few places for friends to sit and chat in China, and cafes are undoubtedly the most suitable place-elegant and inexpensive, as well as free WIFI. This can be seen from the consumption habits: Americans leave after buying coffee, while Chinese people like to sit up. The longer consumers stay in cafes, the more opportunities businesses can take advantage of marketing. Fourth, the rents of shops in popular locations are getting higher and higher, so it would be nice to find a like-minded partner to share the rent.

I believe that these "cross-border" of cafes are only the beginning of a full understanding of their commercial value. On the one hand, the cafe itself has a lot of exclusive marketing value, on the other hand, high-related cooperation can maximize the value of the brand. Cafes can develop more business models as long as they have the right partners and enough imagination.