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景点式门店
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单店一天卖60万、7年持续火爆,揭秘全球最火饮品店
3 6 Ke· 2025-05-11 07:33
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]
喜茶12分钟破千杯,去茶山排队6小时,“景点式门店”突然走红
3 6 Ke· 2025-05-10 04:45
Core Insights - The beverage industry is witnessing a trend where stores are transforming into "scenic spots," significantly enhancing customer engagement and revenue potential [3][26][30] Group 1: Revenue Performance - The "去茶山" store in Foshan achieved a peak daily sales volume of over 4000 cups, with customers waiting up to 6 hours [4][6] - The "喜茶" store in Jiangmen recorded over 1000 orders within the first 12 minutes of opening during peak times [9][11] - The "蜜雪冰城" flagship store in Zhengzhou reported daily revenues exceeding 200,000, with a three-day revenue surpassing 1 million [19][21] - The "幸运咖" flagship store achieved a single-day revenue of over 60,000 shortly after opening [25][23] Group 2: Store Design and Experience - The "去茶山" store features a calm design with glass walls and traditional tea utensils, making it a popular photo spot [4][6] - The "洪都大拇指" store in Nanchang incorporates local culture and offers a unique combination of tea and snacks, enhancing the customer experience [8][6] - The "茶百道" flagship store in Chengdu combines modern design with traditional elements, attracting both local and foreign visitors [12][14] - The "星巴克" roasting workshop in Shanghai is designed to showcase the coffee-making process, creating an immersive experience for customers [15][17] Group 3: Cultural Significance - Scenic stores are becoming cultural symbols, attracting visitors beyond local customers and creating a "destination" effect [26][30] - The success of these stores demonstrates the potential for beverage brands to integrate local culture into their offerings, enhancing brand loyalty and customer experience [30][28] - The trend reflects a broader retail strategy where experiential and cultural elements are prioritized to create memorable customer interactions [26][30]