Core Insights - The rise of "scenic stores" has become a new path for brands to stand out, transforming beverage shops from standardized chains to destinations for unique experiences [3][5][7] Group 1: Scenic Store Concept - Scenic stores attract large crowds, exemplified by the success of the Mixue flagship store, which generated over 1 million in revenue during the Qingming Festival and achieved daily revenues exceeding 200,000 [3][5] - The concept of scenic stores is not new, with Starbucks' Roastery in Shanghai serving as a long-standing example of a "phenomenal landmark" in the beverage industry [3][5] - Scenic stores leverage local culture to create a unique brand experience, evolving from mere functional providers to meaning creators [5][9] Group 2: Cultural Integration - Successful scenic stores focus on local cultural connections, as demonstrated by the luxury hotel brand Songzan, which emphasizes understanding the local environment and community [11][14] - The essence of a scenic store lies in its ability to resonate with local culture, transforming cultural details into tangible products and services that engage customers [14][20] - Brands that can effectively tap into the cultural heartbeat of a city are more likely to succeed in creating memorable experiences for consumers [16][19] Group 3: Unique Positioning - Creating a unique label for a scenic store is crucial for attracting traffic, with examples including Mixue's flagship store and Starbucks' Roastery being positioned as the largest or first of their kind [19][20] - Scenic stores often feature distinctive elements that enhance the customer experience, such as themed decorations and exclusive products tied to the brand's identity [20][22] - The goal is to transform one-time visitors into repeat customers through a combination of material satisfaction and social sharing [22]