Business Circles Gather Together To Open A Fusion Store, UNIQLO, Sell Starbucks GAP, Sell Magazines.

Last week, the famous coffee chain brand Starbucks officially entered Starbucks's fast fashion brand UNIQLO flagship store. It sold coffee in the "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "store; another fast fashion brand GAP sold magazines and books in the flagship store; while China Merchants Bank just announced that it would launch a" coffee bank "with the Korean coffee chain brand Caffe bene, including the stores in Hangzhou, this mix and match format will appear.

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< p > cross border mashup has been more and more popular in the past two years, and in the future, such a "hybrid shop" will be more.

For brands, the mentality of "a single person and waiting for customers" has changed dramatically. They are seeking partners who can borrow from each other. Because you have entered the mix store by UNIQLO, you have brought a Starbucks out of the way. This is what they want to achieve.

Mashup shops are "VIP" customers of each other.

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< p > < strong > refrain from taking drinks into the coffee shop, < /strong > /p.

< p > there is no doubt that physical retailers are racking their brains to make you more willing to shop.

However, they knew that no matter how splendid the shop was, it was difficult for them to retain more guests. So they thought if my clothes shop had a children's playground, a bookstore and a coffee bar, would my guests be more willing to come? < /p >

The first thing to put this idea down to p is the famous fast fashion brand UNIQLO, which will introduce the equally well-known coffee chain brand Starbucks in the flagship store in New York.

At present, the flagship store is in the process of intense construction. It is learnt that besides Starbucks, UNIQLO will also store sofa, desks and chairs and a iPad for customers.

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There is little precedent for the cross-border cooperation between Starbucks and UNIQLO P.

Throughout the domestic apparel retailing industry, the vast majority of clothing stores even insist on the rule of "refusing guests to bring drinks into the house". The reason is obvious. When you are holding a big Starbucks and scrambling for a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a >, carelessly splashing coffee drops onto clothes, it is necessary for someone to pay for this dress.

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< p > in the cross-border cooperation, coffee shops seem to be favored by businesses.

Another Caffe bene, a Korean coffee chain brand, has also established cooperation with China Merchants Bank, which will move the bank into cafes.

The head of China Merchants Bank said: "customers can enjoy the professional financial services of banks after enjoying the environment of leisure, comfort and petty bourgeois cafes."

It is reported that the "coffee bank" has been opened in Beijing, and the next step will be in several cities including Hangzhou.

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< p > in addition, there are many cases of cross-border cooperation. GAP's concept store began selling magazines and books provided by third parties, and Club Monaco of Ralph Lauren invited Broolyn's popular coffee shops and The Strand bookstores to their flagship stores; a target= "_blank", "a", "designer", "brand" and "brand" were opening bars in their stores.

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< p > < strong > cross boundary mashup. It is very important to have a good match. < /strong > < /p >

< p > in the retail industry, there is a saying about the development of the format. The first stage sells products, the second stage sells the brand, and the last stage sells the way of life.

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"P", and the cross-border cooperation between industries seems to be the last stage.

"Cross boundary cooperation between brands often leads to the formation of compound concept stores and flagship stores. The effect that pboundary wants to achieve is to provide a better life experience and retain guests."

Analysis of the industry.

Popularly speaking, brand stores want to live on their own and want to live better. Cross border mashup is a way out.

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< p > "Starbucks can work with UNIQLO in cross-border cooperation. It shows that their respective VIP customers have a high degree of coincidence. The two companies open a shop and there will be no problem of who will take over the business. The more important thing is sharing guests." insiders say, "and the two brands also have a certain brand value in their own fields. Joint efforts can be seen as a" match for each other "and help to enhance the brand value of both sides.

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"P >" however, from the domestic market, not every attempt to cross the border can reap applause.

The clothing brand seven wolves once carried out hairdressing business in the life experience shop, but soon ended with "the idea is too advanced".

At present, in the Hangzhou market, different forms of cross border mashup shops also have a lot of layout, a large part of the concept store created by designer brand, they will combine catering, clothing, flower art and so on in a store.

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< p > "from the Hangzhou market, this kind of Mashup store is still relatively small, mainly as a window for the brand to convey its advocating life philosophy, its actual profitability is not strong, and some have even been losing money. The main profit in the shop still relies on < a target=" _blank "href=" //www.sjfzxm.com/ "> dress < /a > products.

A cross-border concept store official said, "as a clothing store to play cross-border, cross-border selection must be integrated with the main business, otherwise it is difficult to be accepted by the market."

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