继新店型后，好特卖又盯上新赛道。近日，好特卖在上海部分门店新增咖啡柜台，售卖多款现制咖啡产 品，延续品牌一贯的低价风格，美式咖啡低至3.9元/杯。好特卖尝试新业务的举动并不奇怪，该品牌近 期一直在拓展多品类的新店型超级仓门店，本次则选择咖啡品类寻求更多关注度。在业内人士看来，咖 啡赛道吸引了不少跨界选手，好特卖如今的举动并非想将咖啡业务当作营收主力，而是为了塑造品牌形 象。不过，好特卖在现制产品领域的经验较少，若出现食品安全问题，则一样会有损品牌形象。 低价策略入局 现制咖啡赛道再迎跨界选手。近日，有消费者在社交平台上表示好特卖增加了咖啡柜台，根据消费者上 传的照片，好特卖在门店中增加了咖啡机，旁边的柜子上标注"好特卖咖啡专用鲜牛奶"，柜子中则装着 悦鲜活鲜牛奶。柜台上方的"HotMaxx coffee MENU"较为显眼。 菜单显示，好特卖在售咖啡产品包括三款美式和四款拿铁，还提供两款0咖饮品，包含鲜奶拿铁、重瓣 玫瑰美式、凤梨冰美式等。价格上，好特卖咖啡延续品牌一贯的低价风格，除金奖美式售价为3.9元之 外，其他六款咖啡产品均为6.9元。北京商报记者通过点评平台看到，上海一好特卖门店还增加了9折咖 啡产品 ...

Core Viewpoint - Fashion brands are increasingly diversifying their business models by integrating food and beverage services to attract more customers and extend their in-store experience, reflecting challenges in the Chinese market [3][6][7]. Group 1: Zara's New Store Strategy - Zara opened a new flagship store in Nanjing, covering over 2500 square meters and featuring a unique collaboration with local coffee brand UNIUNI, introducing the first Zacaffè in Asia [4][13]. - The store design includes a blend of high-end fashion and local cultural elements, aiming to enhance customer experience and engagement [13][14]. - Despite the grand opening, Zara's performance in China has been declining, with a reduction in store numbers from around 183 to approximately 70 [14][17]. Group 2: Industry Trends and Challenges - The fashion industry is witnessing a trend of integrating dining experiences, with luxury brands like Prada and LV also exploring similar strategies to boost foot traffic and customer retention [6][7][8]. - The overall market for high-end fashion is under pressure, with a notable decline in core consumer groups and a shift towards more affordable alternatives [21][22]. - The Chinese luxury market is experiencing a downturn, with a reported 2% decrease in high-end consumption in 2024, leading brands to rethink their strategies [21][22]. Group 3: Brand Adaptation and Future Outlook - Brands are focusing on larger store formats and multi-functional spaces to attract customers, as seen with plans for LV's expansion in Hong Kong [23][24]. - The rise of local brands and changing consumer preferences are prompting international brands to adapt their strategies in China, emphasizing the importance of local relevance [22][30]. - Despite challenges, companies like Inditex remain committed to the Chinese market, planning further store renovations and expansions to align with local demands [30][31].