How to increase the frequency of contact with consumers in the coffee industry

Not only that, the store also sells 5 kinds of coffee beans and 10 kinds of tea. The packaging is like MUJI's simple style, all the tea leaves are placed in beige paper bags, much like a medicine bag, but the type is written in black font on the cover, and there is no other color.

From the product to the packaging, all the way to "frigidity"

The cafe MUJI, owned by MUJI in Dayue City, Shanghai, covers an area of less than 200m2 and has 52 seats.

▲ Caf é Muji focuses on the choice of traditional tea and hand-brewed coffee.

This cafe MUJI specializes in boutique coffee, and hand-made coffee has been placed at the top of the similar menu by Cafe MUJI, but on the actual menu, tea has become a "highlight", with six kinds of tea now sold in pots.

But by contrast, MUJI's stores are all in the front-line business district, and it seems that Caf é is a relatively independent store. This means that it will face direct competition from coffee and tea drinks. How to make differentiation to deal with this fierce competition is still an important proposition to be solved by MUJI under new business type.

Behind "frigidity", it is the living habits that have changed.

In fact, behind a series of "frigidity", what the MUJI brand finally wants to change is people's living habits.

If you notice the recent moves of MUJI, it is not difficult to find that a week after opening the coffee shop, MUJI announced that he would open the world's first hotel on December 26th, but the address is not the previously rumored Beijing, but in Shenzhen.