Luxury Brands Cross Border Fight "Coffee Fight" Cited Concern

Yesterday, the reporter came to the VivienneWestwood coffee shop in the K11 shopping mall. In the small shop, there were nearly 50 seats in front of a dozen tables. The coffee shop is connected with its own storefront, and many other customers are wandering around the shops. Some of them simply sit on the sofa in the shop and try out the bags in the shop. A customer told reporters that he was rushing to this brand, "always liked this brand, compared to the clothes bag, coffee is much more affordable." The menu in full English shows that the price of a cup of coffee is about 45 yuan.

The reporter found that in the small coffee shop, VivienneWestwood's Saturn logo has a high rate of appearance, from the wall design, to the cake plate, and even to the coffee, it can be seen everywhere. Many customers speak frankly and do have a VivienneWestwood style.

According to people familiar with the store, as the brand's first coffee shop in the world, it opened for only two months, with a single day turnover exceeding 10 thousand yuan. A salesperson revealed that every day the coffee shop was basically lined up, and the business was hot while stimulating the sale of the original clothing shoes and bags. "The key is to see brands, with the influence of their own brands, but also to consumers to provide a better consumption experience." A coffee shop employee said so.

A Gucci salesperson told reporters that the Gucci coffee shop of the trade is expected to be officially opened before the end of the month. "Positioning high-end, certainly can not afford to buy."

In Tokyo, Japan and Milan, Italy, Gucci owns coffee shops. In Italy, coffee shops form a complex brand experience space with bookshops, gift shops and movie theaters around. However, with Vivi enneWestwood, Gucci coffee shop is not connected with the store, the Gucci coffee shop is on the 4 floor and the store is on the 1 floor.

"Definitely not by selling coffee." Dong Pengfei, Deputy Secretary General of the Shanghai Food Association coffee Specialized Committee, pointed out directly.

Dong Pengfei told reporters. Coffee shop In fact, businesses provide consumers with a way of life and leisure, and coffee's own advantages determine that it is the best material for cross border mashup. On the one hand, we have created brands and services, and on the other hand, we have also promoted some luxury consumption.

Dean of luxury goods, President of wealth Quality Research Institute Zhou Ting It is said that the "crossover" of luxury brands is to create more and more complete categories for customers who share the same concept of life. This is also the development trend of luxury goods industry. If the product line is not abundant, it will be at a disadvantage in the market competition, especially in the emerging market.

Zhou Ting pointed out that in the luxury market, the development of a new customer is much more energy than keeping an old customer. "Therefore, many luxury brands hope to extend their product lines and let their consumers repeat the purchase of the brand products. In order to develop them into loyal customers, luxury brands will provide consumers with a full range of products that cover customers' lifestyles."

According to the annual report of China luxury market released by Bain consulting company China, last year, the mainland of China Luxury goods The market has seen negative growth for the first time in 8 years, down 1% from 2013. Correspondingly, luxury consumption in mainland China increased by 9% last year to 380 billion yuan in the global luxury market, accounting for 30% of the global luxury market. China is still the world's largest luxury buyer. It can be seen that the potential of domestic luxury goods sales market is still very large. Insiders pointed out that the integration of multi platforms will be the trend of development in the future, and coffee shops are only a trump card in luxury brands.