Luxury: Increasing Brand Viscosity

Of course, the "cross tongue" of luxury goods is not the first creation in China. In Italy and luxury emerging countries, Japan and South Korea, similar cafes and restaurants already exist, "this can effectively increase brand viscosity."

Chen Kai said.

In China, a commercial film is usually limited to less than 1 months, and there are still many films competing with it.

But a cup of coffee, a cup of tea in the afternoon, or a real Italian meal or French cuisine is not a luxury for the northern white collar.

Besides, Chinese consumers are naturally fond of food. People who like to enjoy luxury on the tip of the tongue are far more likely to embody themselves than the luxury ones.

That's the reason.

1921Gucci opened in Shanghai, and the information from the public comment showed that the restaurant had a per capita lunch period of 150 yuan and 330 yuan per person at dinner time, which could be regarded as "affordable" luxury compared to a bag with 5 digit starting numbers.

Chen Kai often went to Italy headquarters for training. He told reporters that the coffee shop is a "standard" for stores, especially for some women's clothing brands.

"Ladies often go shopping with their husband," he said.

Chen Kai said that compared with women, men tend to be less interested in shopping and shopping, or even torture some people.

So the careful businessmen moved the comfortable leather sofa to the shop, offering them a rest, letting them taste the authentic coffee, looking at the beautiful magazines, waiting for their wives to try on clothes and enjoy the shopping.

"Of course, those magazines are custom made, not everywhere on the market.

Seeing that the ladies are dressed up better than the magazine models, the men will pay for the birds and kill two birds with one stone.

This widely used method has been used in recent years.

Instead of having a coffee in a corner, it is better to directly open a restaurant across the border.

More frequent patronage will bring more emerging consumers with food.

No wonder last year Prada and LVMH group had to compete for a little cafe.

In addition, whether Prada's dessert shop or Gucci's Cafe, the restaurant's decorations and food sales, without exception, have been branded Logo or classic design images, enabling consumers to enjoy a variety of senses when they enjoy the food, and to have a comprehensive understanding of the brand.

"Unlike the general luxury consumption, the consumption frequency of catering is far higher than that of jewelry and clothing, and consumers have the inertia of consumption."

Consumer psychology expert Li Ming told reporters that the brand of food in the minds of consumers is far higher than that of clothing. For example, many consumers have already equated Starbucks, Costa and authentic coffee, and the rate of repeat purchase is very high.