If you sink to a third-and fourth-tier city, does the coffee shop scene have a chance to transform the retail industry?
AimeeLu, which starts from WeChat business, already has a team of agents who come from all over the country and belong to various industries. Now, the original agents can try to buy back shares by joining AimeeLu Coffee, and unlike the new franchisees, they do not have to pay extra fees. At present, AimeeLu Coffee is being encouraged to join, and stores in Tianjin, Tangshan, Hefei, Wuhan and Yichang are being planned.
However, as a new attempt, if AimeeLu wants to go offline on a large scale, it will face the question of service: can the combination of "barista + clerk" in the store enhance the skin care experience? The image of "coffee shop clerk" is not clear and accurate, how to gain customers' trust in cosmetic products? If there are more franchisees, how to standardize the service in terms of makeup and coffee?
AimeeLu used the model of "offline experience to promote online consumption". On its first day of business, it reaped more than 6,000 yuan in turnover, of which skin care products accounted for nearly 70% of the revenue. This may show that under the background that the retail industry has been eroded by e-commerce, the scene of coffee shop, as the entrance of traffic, has some room for extension: whether from the shaping of brand image, or from the radiant market scope, the commercial value of the afternoon tea scene of coffee shop needs to be developed.
Retail is not easy to do, and WeChat businesses are also moving towards a bottleneck. To this end, AimeeLu, a beauty and skin care brand active on online platforms such as Taobao and WeChat merchants, is trying to go offline to break the deadlock it faces. Zhao he, co-founder of AimeeLu brand, opened a cafe with the theme of skin care experience in Loudi, Hunan province on Sept. 6.
Zhao he believes that according to his WeChat business's sales experience, "the separation of products and consumption" is a major difficulty in promotion: first, it is difficult to establish a new brand image in the minds of consumers; second, it is difficult to realize the experience of skin care products. Mailing experience will prolong the decision-making time and reduce the desire to buy. Third, several girlfriends take a nap in a cafe and may experience beauty and skin care projects together between talking and laughing, a phenomenon that does not occur in front-line retail.
On the one hand, the format of first-and second-tier cities is relatively saturated, storefronts and logistics costs are high, and the O2O model is still available in third-and fourth-tier cities; on the other hand, residents of third-and fourth-tier cities have a yearning for a new way of life. it is a fashionable consumption experience for girlfriends to enjoy afternoon tea together.
In response, AimeeLu tries to impress potential customers in third-and fourth-tier cities with "cafes that can share afternoon tea with their girlfriends", promoting their brand image, winning their trust and promoting their perceptual consumption of cosmetics with a comfortable environment, relaxed atmosphere, fashionable experience and intimate service. At AimeeLu Cafe, customers can experience AimeeLu skin care products while enjoying coffee desserts while shopping online or offline-the retail industry can be combined with coffee in addition to simply selling online, making it a distinctive and interesting element in offline cafes.
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The price of Australian takeout coffee is rising three times faster than CPI.
The Coffee International Composite Index shows that the international price of coffee was $2.10 per pound in July 2011 and $1.59 per pound in July 2012, compared with a significant drop in the price of coffee beans. Despite the high takeout price, Australia is still expected to reach the per capita coffee consumption level of 2.95 kg in 2012, compared with 2.7 kg per person in 2009.
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Amazon steps into China's coffee space with online cafes
On the Amazon Cafe website, you can see coffee machines, coffee supplements and coffee books. For these, Amazon said in China that Amazon Cafe contains five mainstream categories including coffee machines, coffee pots, coffee raw materials, coffee books and filter papers, and more than 2000 coffee-related selections from Amazon China's self-operated platform, Amazon overseas purchase and No.
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