With more and more cross-border interaction, the gap between various forms of business has been broken through.
1. Mengniu "south xiaobei" milk tea shop
South xiaobei is by the mengniu group member enterprises under the platform of the establishment of social all age tea brand. Its logo has the image of peacock, which means "south guest". As the offline beverage store of mengniu's new social retail platform, south guest seeks for products, its first physical store is located in the new world center in nanjing.
South Beckham milk tea for tea technology innovation, also the ingredients carefully selected, all products are using mengniu milk, four seasons with organic fresh fruit and flowers and plants, give a person a different taste, at present, the south Beckham has five series of products, respectively, setting of pure peacock pill tea, slow burning cheese fruit, hand made traditional tea, tea with milk tea, ice cream.
Among them, the coagulated pure and slow-burning series respectively adopt mengniu coagulated pure and mengniu slow-burning as the main formula. The "pearl" used in the conglutination pure series is not the brown sugar pearl or black sugar pearl in the conventional sense, but the "conglutination pure pearl", namely "conglutination pure peacock pill", which is remade after being added by mengniu conglutination pure. Not only taste unique, but also has a fashionable and novel appearance packaging, it can be said that the appearance level and strength coexist.
What south xiaobei USES is full open window, can show the making process of beverage completely, let consumer observe the process that arrives from making a cup of milk tea to birth, let consumer be able to buy truly at ease.
2. Tongrentang "yanyueshan" tea shop
The first store of yanyeshan in Shanghai jing 'an kerry center, its store decoration style adopts simple modern design, adding traditional Chinese medicine cabinet, herbs and other elements, which also shows that while spreading traditional culture, it strives to close to modern people's aesthetic needs, and shows a fashion sense combining tradition and fashion.
Of tea products, YanYueShan main keeping in good health and the herb positioning, its product used herbs have dozens of raw materials, including ginseng, card, Chinese wolfberry, licorice, mulberry leaf, chrysanthemum, honeysuckle, cassia seed, etc, the current in-store products including Chinese prescription herb drinks, food grain and herb fresh fruit tea, herb milk tea and nourishing stew five series, covers the skin care, slimming, clearing damp, nourished, decrease internal heat, qi and blood, warm body throat, jianwei xiaoshi needed to preserve one's health needs of the masses.
Tongrentang yanyueshan extends to the new retail field. Up to now, it has launched more than 10 herbal health tea boxes and other retail products, and reached cooperation with jingdong supermarket, Vipshop, xiaohongshu, Tmall, boxma and other platforms, which not only enrich the marketing channels, but also expand the popularity of the products.
3. Guangming leisurely bakery
Guangming dairy's first bakery, "guangming roast", opened in Shanghai in September with an area of about 320m2. The interior environment of the store adopts a fresh metal style. The modern simple decoration style mixes with the traditional Italian kitchen, and the red brick wall behind the two large kilns is very special.
It is divided into four areas: bread cellar baking area, water bar area, dining area and social kitchen, among which the social kitchen can be transformed into a baking experience space or a meeting space. The store sells 5 series of 32 kinds of bread and more than 10 kinds of creative drinks. It is the first and only bakery in Shanghai to adopt such an innovative approach.
According to the habits of young people, guangming leisurely and roast also made adjustments in taste, creating a series of innovative Shanghai flavors, which have won the favor of many consumers. When it comes to beverage combinations, there are a variety of options, including bright, high quality chilled milk coffee, multi-vitamin rich fruits and classic devondale cream cheese.
summary
1. Create differentiated competitive advantages by driving consumption through experience
In fact, the brand experience of consumers can be directly obtained through catering. In addition, brand cross-border restaurants can also extend the stay time of customers, build on the strong relationship among consumers, and build a popularity engine and a gathering place for content innovation in the physical business.
2. Expanded its product line and added new growth points
Break the original brand field of inherent impression, crossover catering for the brand is undoubtedly a bold breakthrough. These brands are expanding their product lines and are taking catering as a new connection point with the market, which will become a new growth point for these enterprises in the subsequent operation.
3. Food and beverage access threshold is low and capital returns quickly
The food and beverage industry has a low threshold, a fast start, controllable cost, and fast capital return. Different from other industries with a high threshold, it is easier to attract major brands to test the water one after another.
4. Deliver brand image to sell lifestyle
Through cross-border catering, brands can convey brand image to young people who may become their consumers in the future. With the huge energy accumulated by brands, they can extend to more life scenes. By establishing concept stores, they can touch the lives of consumers and achieve the purpose of selling lifestyle.
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