Chanel pop-up coffee shop opens without the qualification to make an appointment and queue.

Chanel's pop-up coffee shop on Nanjing West Road officially opened yesterday, causing a long-lost queue for otherwise tepid luxury brands, the Labor Daily reported. The last time it appeared was a collective price increase for luxury goods in 2015. The reporter saw from the scene that the queue was one batch after another. it is reported that the number of appointments on that day has exceeded 20,000. However, into the store is not difficult to find that this is not a simple coffee shop, in addition, the greater purpose is to promote the brand's new beauty products here.

The whole process of current restriction needs to be queued by reservation code.

At 12:45 yesterday, the reporter came to the Chanel Coffee Shop at the intersection of Huashan Road, Nanjing West Road. At the moment, a line of 20 or 30 people has been lined up in the S-shaped flow-limiting belt in front of the transparent floor-to-ceiling glass of the coffee shop, all of them women, with groups of small white-collar workers, including aunts and mothers who "join the fun". At the entrance to the queue not far away, a group of young girls surrounded several security guards at the scene, shaking their mobile phones and shouting, "how can I make an appointment? the official website won't open!" "how can I get in without an appointment? I won't even let you wait in line." In front of the reporter, a stylishly dressed girl in her early twenties whispered to her companions, who had been waiting in the middle of the line for nearly an hour. The reporter noticed that in the line of 20 or 30 people, there was no shortage of waiters carrying Chanel bags and make-up paper bags. During the exchange, the reporter learned that many of the people who queued on the opening day were members of Chanel makeup and made an appointment after receiving the notification of the member's text message. In addition, some of them got the opening information from several marketing official accounts and booked the registration in advance.

Due to the hot queue, there was a small accident at the scene. The queue at Chanel Cafe was suspended for a time before the reporter arrived. According to the staff in charge of security at the scene, due to no flow restrictions, the number of reservations for the day has exceeded 20, 000, at about 12:00, even if there is an appointment, queues will no longer be arranged at the scene. However, due to the extreme dissatisfaction of the booking consumers, the queue was opened again.

"A group of people poured in when it opened at 11:00. There were a lot of people. Batch after batch, you can't wait in line without an appointment. Maybe you can't get in today even if you have an appointment. " The above-mentioned security staff spoke bluntly. According to the reporter's observation, the store can accommodate 70 to 80 consumers at the same time, and in more than half an hour of the reporter's interview, except for the increasing number of people, the progress of the team has not changed.

Valid for 12 days to sell makeup under the banner of a coffee shop

It was lunch break time, and the long line attracted many passers-by. Judging from the facade of Chanel Cafe, there seems to be no excellent window layout. The coffee shop has two floors. There is a bar, a menu, a booth and a waiter, and the whole shop looks like a black-and-white coffee shop.

However, this is not an ordinary cafe, it is reported that the store is only valid for 12 days, known as the "flash store". When he entered the store, the reporter found the real mystery. It is understood that the first floor of this coffee shop, which only exists for 12 days, is full of makeup. The reporter saw that the first floor bar-style makeup area shelves were filled with all kinds of make-up products for consumers to try out casually.

"We're here to try the new lip gloss. Coffee is secondary." One of the girls who was waiting in line told reporters that most of the members came for Chanel's new lip gloss this season. "of course, there are also people who come to take pictures for free gifts." The girl chatted with the reporter while taking selfies with her companions.

The reporter learned that consumers who enter the store on the same day can get a Chanel handbag and a free drink. Consumers who enter the store can experience all make-up products, but they are not open to purchase at present.

To resist the decline of overall sales, "flash store" has become a marketing fashion.

In fact, Chanel Cafe, which opened yesterday, is not the first time luxury brands have been "out of business". Not long ago, Chanel opened a makeup pop-up store in Tokyo called Chanel, which is open for only 10 days; Armani opened the world's only ArmaniBox beauty shop in London, where makeup tests are filmed on video; and just this weekend, YSL will also parachute in Shanghai, where the brand will be open for even less than 10 hours.

Comparing the marketing methods of these brands, it is not difficult to find that they all have one thing in common, that is to play the concept of "flash".

"unlike traditional brands stationed in fixed areas, pop-up stores choose to set up temporary shops in downtown streets or popular shopping malls for brands to promote products and create topics through zero-distance contact with consumers in a relatively short period of time." quickly attract consumers, hit brand awareness, and then disappear. " Luxury goods expert Zhou Ting pointed out.

Facts have proved that under the background of the downturn in the luxury market in the past two years, the sales and profits of many luxury brands are on a downward trend. For example, Chanel previously disclosed its 2015 results: as of December 31, 2015, group sales were $6.24 billion, down 17% from a year earlier, while operating profit was $1.6 billion, down 23% from a year earlier. Zhou Ting told reporters that the retail industry so far the lack of throbbing elements, similar store layout and commodity catalytic aesthetic fatigue, flash store is a typical representative of the time.

On the one hand, it seems to make the normally cool and arrogant big brands seem a little more approachable, on the other hand, the "big brands" also take this opportunity to convey to the market that they are leading the innovation of marketing methods with these interesting user interaction experiences.