What Is Behind The Plot Of The Universe?

In recent years, big brands love to "do things". Apart from playing with new retail, they also need to cross all kinds of industries.

Recently, another luxury brand crossover restaurant, Asia's first store is also located in China.

Ralph Lauren recently announced the launch of Asia's first cafe, Ralph 's Coffee, which is located next to the Ralph Lauren store in Harbour City, Hongkong. It will serve various kinds of coffee drinks and light snacks.

In addition to Ralph Lauren special coffee, tea, juice, dessert snacks, handmade chocolate, and also includes

Hats, handbags, mugs and so on, the Ralph 's Cafe series.

And accessories souvenirs for sale.

The Ralph 's Coffee store is dominated by green and white tones. The classic green wall and geometric pattern glazed tiles, with enamel wood smallpox and white marble counters, present a strong American academic style.

Ralph Lauren began to dabble in restaurants in 2014, and opened restaurants and bars in New York, Chicago, London and Paris.

The landing in Harbour City, Hongkong, means that the Ralph Lauren's food and beverage territory is officially expanding to the Asian market.

On cross boundary, Ralph Lauren is not the first. Dior and Gucci also started a coffee shop earlier.

As for other cosmological big crossover, it's only you can't imagine that they can't do it.

CHANEL

As a brand crossover player, Chanel opened a limited time game hall in K11 in Shanghai some time ago.

Although the style of the game hall is very different from that of Japan, it is still very "Chanel", and there are many playthings in it. For example, the doll machine that is necessary for punching cards is not a doll. It is a small fragrant home explosion makeup make-up product, and it is a pledge to win the hearts of girls.

The next big game of the universe is less than one.

HERM S

Previously, in order to celebrate the appearance of Herm s silk scarves 80th anniversary, in New York and other places, launched a very Hermes style laundries - Herm Smatic.

Herm Smatic Smatic glass door, drum washing machine, small laundry basket, a look at all is the classic orange.

This is not an ordinary free laundry. The drum washing machine in the shop can only wash Hermes silk scarves, throw it in to the washing machine, and finally finish washing and maintenance. The whole process takes 2 days (poverty limits my imagination).

At the end of last year, Tiffany's breakfast also moved to reality. Tiffany opened the first coffee shop Blue Box Cafe in New York's Fifth Avenue flagship store and served breakfast.

The overall decoration style is the classic Tiffany blue, large to the outer wall, table and chair, small to tableware, napkins, Tiffany blue everywhere.

Surrounded by romantic Tiffany blue, you can judge whether you punch Tiffany at 10s, no matter where you are in the shop.

It's really the Tiffany, the number one hunter.

Are these big names really rich and capricious?

What I sell is not a gimmick, but a brand connotation.

It is only for the gimmick to make a difference in the sense of public interest that the real world is no longer a violation of the sense of identity. It is to find new growth points of performance and to choose cross border diversification to create a brand experience closer to users.

With the concept of selling lifestyle to extend the connotation of the original brand, users can be more happy to accept the unique temperament and culture of the brand, so as to enhance the sales volume of the main products.

Catering to consumers and increasing brand younger image

At present, the millennial generation has become the main force of consumption, and the novelty and consummate consumption environment is one of their consumption characteristics. Therefore, even luxury brands can no longer be the same. Whether it's a game hall, a coffee shop or a laundry, it caters to the current consumers and increases the brand younger image.

Millennium card to create the universe red shop

Secondly, why the net red shop can become a net red shop depends on this group of millennial generation's crazy card punching on the Internet.

Therefore, cross boundary marketing should also carry out event marketing at the same time, enhance interaction between online and offline consumers, so as to get topics and attract more consumers' attention, increase the probability of consumers going to stores and enhance brand value.

Future: the center of communication between brand and customer is heavier.

Faced with these changing consumption patterns, the strategy of developing digital channels on the basis of traditional sales channels is not enough to ensure that brands win consumers. Luxury brands need to embark on a seamless and integrated brand experience. In this process, the importance of physical stores will be highlighted again.

In the future, luxury stores will be "bigger and bigger" and have a heavier weight -- a conceptual "image shop" combined with various formats such as cafes, restaurants, showrooms, etc., to become the center of communication between brands and customers, so that consumers can understand and understand brand culture, rather than simply buying and trading.