Mobile phones are sold in the coffee shop.

In October 2004, the German coffee giant, ranked fifth in the world and with more than 1200 stores in Europe, announced a partnership with a British mobile phone operator to enter the mobile phone market.

Selling cell phones in coffee shops, does that work?

"What is it?" The whole grocery store." As soon as you walk into the coffee shop, people can't help but sigh. Indeed, not only mobile phones, but everything from coffee and watches to saucepans and underwear.

Putting these unrelated goods together to sell, is it the legendary "treasure brewing model"?

Yes, this is standard practice in the "brew mode", which is customer sharing to maximize the reach of the brand.

In these coffee shops, customers can not only enjoy delicious coffee, but also get basic technical support, buy mobile phones, prepaid cards, SIM cards, and sign up procedures.

This syndicated approach leverages product consolidation, so that some customers buy a cell phone instead of a cup of coffee, while others can't resist the temptation to buy a good cup of coffee while getting mobile phone service. In just 16 months, Qibao has attracted more than 500,000 prepaid subscribers and a huge number of subscribers, and has now become one of the largest prepaid service providers in Germany.

At the same time, according to consumer trends and people's expectations of modern technology, Qibao takes "a new experience once a week" as its theme and launches a limited number of 15 selected items per week. For consumers, if they like an item and don't buy it, it will be taken off the shelf after a week and will never be bought again. This unique marketing tool turns ordinary product sales into a very unique personalized experience, arousing customers 'deep desire to buy.

As we all know, brand cooperation is like blind date, not only to "close the eye", but also pay attention to "door to door". For example, Coca-Cola and McDonald's, one is a beverage giant, the other is a fast-food tycoon, in terms of brand weight, are the same level. By the same token, Qibao could not sell second-class or third-class products. It took advantage of the psychology of consumers and skillfully took a ride.

In June 2006, several Saudi football fans strolled through the streets of Munich, Germany, looking for a place to relax in the summer. They saw the coffee shop and pushed the door open. After sipping two mouthfuls of fragrant coffee, fatigue and fatigue were swept away, and everyone carefully examined the shop. Soon, their eyes fell on the beautiful mobile phones displayed in the window. These new mobile phones were so attractive that they readily paid for them-similar scenes were staged every day in various coffee shops all over Germany.