"Wine and coffee, cup after cup, leave half sober and half drunk~" Since the sauce-flavored latte jointly launched by Kweichow Moutai and Luckin Coffee captured the taste buds of young people, on March 29, Luckin Coffee will create an offline theme store of "Four Seasons and Eight Festivals" to unlock the new drink scene defined by "wine + coffee".
On the same day, the "Four Seasons and Eight Festivals" theme store will open on the 1st floor of Shenzhen Jiahui New Town, where the sauce latte in your hand is not only delicious, good-looking, but also better-looking.
In recent years, from new Chinese tea to new Chinese taverns, more and more new lifestyles that go deep into the urban fabric, keep up with the trend of the times, and feel the romance of Chinese have taken the initiative to enter young people.
"Four Seasons and Eight Festivals" unlocks a new scene of "Wine + Coffee".
In the season of recovery, the search volume of hot words such as "flower appreciation" and "hiking" continues to rise, and the popularity of "spring economy" brought by the spring color of the garden is rising. The pursuit of a sense of atmosphere has gradually become an increasingly popular way of consumption in the consumer market, and the blessing of the current bright spring has unlocked a new consumption scene of sauce latte.
It is understood that the "Four Seasons and Eight Festivals" theme store is the first Chinese-style themed offline experience store created by Luckin Coffee, which concretizes the beautiful scenery of spring, summer, autumn and winter with the "eight festivals" of spring, spring equinox, summer, summer solstice, autumn equinox, autumn equinox, winter and winter solstice, and builds an immersive experience scene with visual and perceptible presentation.
Judging from the on-site layout map officially revealed by Luckin, the "four o'clock" - spring, summer, autumn and winter corresponds to the texture paper flowing cloud shape at the top of the store's decoration head, as well as the atmosphere of spring flowers, lotus fragrance, autumn fruit ripening, and winter plum blooming; The seasonal scenery depicted by the lanterns hanging on the four seasons of winter plum and other scenes.
At a time when the number of consumer users of sauce latte exceeded 25 million, the "Four Seasons and Eight Festivals" theme store attracted not only loyal fans, but also lovers of national style. In the visible Chinese romance, the mellow aroma of "New Chinese Coffee" is hard not to love, you can drink it beautifully, or you can taste the mellow aroma of the sauce in detail.
"+ Moutai" experience marketing to expand the young circle
When you enter the door, you can feel the bloom of spring flowers, the elegance of summer lotus, the gentleness of maple leaves, and the tenacity of winter plums, and use immersive experience to undertake the good consumption enthusiasm of the "spring economy", and with the help of young people's favorite check-in methods, create a culture and new experience closer to the circle of young users, and unlock N new ways to play "+ Moutai".
The search for cultural concreteness. The four seasons symbolize the flow of nature, and the eight festivals mean that they should change with the times, leaving endless images in the long river of Chinese culture, and the establishment of the "four hours and eight festivals" theme store allows the professionals who must have the "morning C and evening A" set on weekdays to "mix" the four seasons beautiful scenery and "mix" the eight rhythms to drink, which is an excellent embodiment of Luckin's integration of traditional culture into brand services.
Innovation in the consumer space. Compared with the common Moutai drinking scenes where many friends gather at dinner tables and banquets, products such as sauce-flavored latte make Moutai experience more diverse and convenient, and the "Four Seasons and Eight Festivals" theme store opened three days later integrates interactivity and ornamentality, transforming from the traditional five senses of "sight, hearing, smell, taste, and touch" to the new five senses of "relaxation, originality, presence, socialization, and atmosphere", innovating the consumption space and improving the consumption experience.
The deepening of the young situation. Today, when the Generation Z crowd, who are willing to share and value instant experience, has gradually become the main force of consumption, the popularity of new labels such as national tide, entertainment, and new Chinese style has created a "two-way rush" between young people and traditional culture.
On March 29th, there is something good about the "Four Hours and Eight Festivals"!
Text/Today's Brand Lab Yu Jin