I hear you're going to open the cafe to the mall? Let's take a look at this strategy first.

1. Sufficient consumption scenario

Large and stable passenger flow is the "basic skill point" of MALL. In the cold winter of the traditional department store, the urban shopping complex that integrates shopping, catering and entertainment is becoming more and more popular.

It is worth noting that the golden proportion of "5:2:3" of shopping, catering and entertainment in MALL is moving towards the "1:1:1" consumption pattern, with some shopping malls even increasing the proportion of food and beverage to more than 40 per cent.

More and more places of catering and entertainment are stationed in shopping centers.

Beverage shops and meals complement each other, according to their own positioning, whether you are cafe extra meals, milk tea shop takeout or afternoon tea leisure, you can find a corresponding (or even more than one) consumption scene match in "Catering, Shopping, Entertainment".

On the one hand, "eating, shopping, watching movies, chatting" has become a "package" leisure way for consumers to go to the shopping center; in addition, entering with consumption expectations, it is easy to form rigid demand under specific scenes, and the conversion rate of passenger flow is relatively high.

2. Don't worry about the management.

A series of corresponding supporting services of MALL are improved, which can reduce the preparatory work a lot.

To open a beverage store, you need to deal with relevant departments such as industry and commerce, fire control, health, environmental protection and so on. As a whole project, the shopping mall has made preliminary negotiations in the early stage.

Another thing is that parking spaces are sufficiently supportive. Don't underestimate this detail. A coffee shop that Sister Fang learned about has a good product and environment, and has always been very popular-until the open space at the door can no longer park.

3. Strong marketing ability

Shopping malls often have strong marketing planning teams that can create wave after wave of consumption peaks in conjunction with holidays, seasons (and even self-styled items).

If we hold some matching theme exhibitions, the surge in passenger traffic will also bring opportunities for spread to the beverage shops themselves.

In order to increase traffic, the mall itself will plan a lot of activities.

And there is no extra cost.

4. Brand premium increase

We once reported on a start-up tea brand "Wangwuke", the price of the drink is about 7Mu13 yuan, and the location is not ambiguous, going straight to one of the most classy shopping malls in the area.

The height of the brand immediately rose to more than one level.

This is often out of the consideration of the height of the brand.

The positioning of high-end mall itself virtually provides endorsement for the brands. In the long run, it increases the premium ability of resident brands and becomes a catalyst for many brands to establish their image.

B Noodle: is opening a store in MALL really as good as it says?

1. The rent is high and the bargaining power of the shop is poor.

Take the relatively larger cafes, for example, there are four or five regional shopping malls that are already standard-of course, you often see Starbucks, Pacific Coffee, costa and other chains.

Shopping malls usually do not charge a fixed rent for these brands and use running water to earn the harvest, with a percentage of about 8% and 12%. In order to attract them to enter, some preferential policies such as subsidies for specialized courses will even be given.

Does a new store want to do the same? It's almost out of the question.

High rents, high property charges, and high decoration requirements all point directly to operating costs. Even if you grit your teeth, the position you get may be "left over" by the big names-- not on the main moving line, unreasonable Huxing, and far from the elevator entrance.

2. in the store, customers have one more choice.

Once in the mall, this means that basically the beverage store has formed a community of interests with the project.

Profits need to advance and retreat together.

Apart from individual street-facing shops, most shops are in the form of "shops in stores", that is, consumers have to choose to enter this shopping mall before they can spend money in beverage stores.

Whether consumers will enter the mall or not is crucial, and once there is a lack of popularity, it can be devastating for the storefront that enters it.

To put it cruelly, you may not be proud of shopping malls, but a loss can damage everything.

3. There are many brands and great competitive pressure.

Shopping malls are the focus of brands, and the competition is particularly fierce.

If on the same floor, there is a major brand in the same category as your beverage store, but more well-known, watching the flow of customers in front of your own store feel a sense of loss, it may be your daily routine.

Without the division of space, and not a heavyweight "head-on confrontation", the way out may only be to find differentiation and seek transformation, which continues to move towards the unknown.

4. Not free, limited mode of operation

The storefront in the shopping center, business hours, space use, and even publicity methods often have to cooperate with the project, the degree of freedom is much lower.

Looking at the street corner, the community's small cafe, sandwiches milk set meal in the morning, at noon when the fly, in the evening turned into a clean bar, the door from time to time also put two outdoor viewing spaces.

Open the door at 10:00 and lock the door at 22:00. Should you be grateful for your regular business hours?

So: what do you need to pay attention to if you really want to get into Mall?

1. Project comprehensive strength + self-positioning

What is the layout of the project? What are the main types of stores? What is the brand (not limited to food and beverage) that can be entered? Are the supporting facilities complete? What is the status of the developer's previous project?

The shopping mall project of well-known developers will get extra points, but correspondingly, you will accurately position your own beverage store-what style concept do you follow? Does it match the shopping center?

Just because there is a large passenger flow does not mean that it is all your target customer base.

Xicha founder Nie Yunchen has such a point of view on the location: the location should serve the location. The traditional location is to "intercept the flow of people". For favorite tea, the location standard means "choosing the flow of people". You should not want everyone to buy it, but the people in the place are exactly what they want.