From the perspective of location, all coffee brands chose Shanghai as their first kenya whatsapp number data 5 million , which is closely related to the local "coffee gene". Brands do not need to spend too much time and energy educating the market. The "2024 China City Coffee Development Report" shows that Shanghai has 9,553 coffee shops in operation, accounting for 6.1% of the country.
Moreover, many of these first coffee shops are crossovers from luxury brands, such as the Italian luxury brand Dolce & Gabbana, which opened the world's first coffee shop DG Caffè in CITIC Square; the light luxury brand COACH, which opened the first branded coffee shop in China, The COACH Coffee Shop; and the Japanese jewelry brand MIKIMOTO, which opened the world's first coffee shop.
These cross-border players tend to use coffee shops as a supplementary format, dividing the store into retail area and catering area, with the catering area mainly used to maintain contact with consumers. In addition, luxury brands can reach a wider range of consumers by opening coffee shops, and even have the opportunity to convert them into potential buyers of higher-end products.
02
"Non-standard first store" becomes a highlight
In the first store format, Yilan Business found that many brands debuted in "non-standard" forms such as flagship stores, concept stores, boutiques, and even membership stores and theme joint stores. For example, Skechers launched the first membership store in China; a blueberry launched the first flagship store in the country; Onitsuka Tiger launched the first Red Concept Store in China, etc.
These brands have further extended the concept of first stores in terms of content and scenes, striving to convey their own brand concepts to consumers in the form of store presentation, and the number of "upgraded" stores has increased significantly. According to incomplete statistics from Yilan Business, in the third quarter of 2024, at least 22 brands launched non-standard first stores, and Onitsuka Tiger opened 2 non-standard stores in Shanghai and Beijing respectively.
