Why are Starbucks, COSTA and other coffee shops scrambling to open stores in shopping malls?
The rapid expansion of coffee shops should be accompanied by differentiated operations, especially when they exist in the same shopping mall. With the continuous improvement of domestic consumers' cognitive ability of coffee, the requirements of coffee shops are no longer limited to the quality of coffee, they need high-recognition coffee brands, comfortable storefront environment and good service ability. Whether it is to determine the theme or optimize the store environment, coffee shops need to do more and more refined, and to segment the market, according to different positioning to meet the needs of the target customer group.
In addition, coffee chains are also looking for a new way out. There can be more cross-border cooperation, such as: banks + coffee, hospitals + coffee and other cross-industry business forms, in the future, coffee shops will be more diversified cross-border forms.
Industry insiders believe that with the cross-border mash-up of coffee shops in shopping malls and more and more formats, the target groups of brands can infiltrate and integrate with each other, so as to enhance the comprehensive competitiveness of brands. For shopping centers, this mash-up model enhances the sense of experience of shopping malls, makes customers more relaxed and relaxed, maintains customer stickiness, and becomes a powerful weapon to deal with the impact of e-commerce.
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Starbucks' Rapid expansion Model remains to be tested: it is doubtful whether third-and fourth-tier cities can accept it.
At present, domestic consumers' concept of coffee consumption is taking shape, and some people in the industry believe that the coffee market is also expected to exceed 1 billion yuan. At the same time, consumers' concept of coffee consumption is changing from instant coffee to store consumption or ready-to-drink consumption. therefore, in the future, chain coffee stores and ready-to-drink coffee drinks or the mainstream areas of the domestic coffee market, these two areas are also the main investors.
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Starbucks has a sudden change in painting style to sell food and launch 38 food products in one breath.
What is the soul of a cafe? Moreover, founder Howard Schultz also believes that coffee aroma is the soul of a cafe. He once shouted angrily to let the sandwich roll out of Starbucks because the strong smell of heated cheese obscured the aroma of coffee. Starbucks even set up a fragrance task force for the smell of cafes to try different roasting.
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