There is another star-studded coffee shop in the dining circle.
Recently, Jay Chou's eponymous single coffee shop Ai Zai Bian has welcomed many consumers and Jay fans to check in. Not long ago, Jay Chou himself came to "stand up" in person. Regarding the rumors about "Chou's store", the store The staff also said that the store cooperated with Jay Chou. In fact, it is nothing new for celebrities to enter the catering industry. Artist Bai Jingting's coffee shop has also opened for business a few days ago. However, it has become recognized in the industry that the company has quickly overturned. The company owned by the barbecue brand Shao Ben Shao, which was once owned by artist Zhang Han, also recently filed for bankruptcy. After stealing the limelight in the early stage, celebrity catering with its own halo relies on more than just traffic to retain its popularity.
Jay Chou jointly opened a coffee shop
The king also fell in love with catering cakes. Recently, topics related to Jay Chou's "Love in BC" coffee bakery have attracted attention on social platforms. A user named "#024Love in BC" posted a video of Jay Chou visiting the store "Love in BC" with the text "That day, Jay Chou opened an artistic coffee shop." His friend Liu Genghong also went to the venue and took photos and checked in. Judging from the scene, Ai Zai Bian is located on the first floor of #024 Xiaobai Building in Sanlitun. The "cafe bar bakery" in front of the door is particularly conspicuous. The overall style of the store is relatively simple, and there is also a piano. The jendes pop-up space on the third floor is the clothing brand founded by Kunling.
In terms of products, just like the introduction at the door, the store sells American, latte, cappuccino and other coffee products, as well as cocktails and a variety of toast and other baked products. According to the video of Jay Chou visiting the store posted on social platforms, the bakery products in the store are all named after the song Love in B.C. In terms of price, coffee products are priced at 18-36 yuan, and bread and cakes are priced at 15-48 yuan, which are in the mid-range price range.
Regarding the owner of Love in B.C., some consumers on social platforms said that it was opened by Jay Chou, and there was also a statement that Jay Chou had bought #024 Xiaobailou. According to the store staff, Love in BC was opened in cooperation with Superstar Legend Group Co., Ltd. (hereinafter referred to as "Superstar Legend") and Jay Chou. There is currently only one store. According to the above video, when asked why the store was named Love in BC because he has so many songs, the staff next to Jay Chou said, "You have to ask Superstar Legend, because this cafe is named after Superstar Legend work together".
Regarding the relationship between Love in BC and Jay Chou and their future development plans, a reporter from Beijing Business Daily sent an interview outline to Beijing Ling24 Department Store Co., Ltd., a shareholder of Superstar Legend and Love in BC, but had not received it as of press time. reply. However, Superstar Legend wrote on its public account that Superstar Legend has always been committed to expanding the "star IP + new retail" territory to the offline star IP incubation base, so that the diversified commercial value of star IP can be fully transformed. This time, Superstar Legend will use #024 Xiaobailou as the group’s star IP incubation base, leveraging cooperation with more well-known domestic and foreign artists to create more star IP offline incubation scenarios and attract more star IP related brands to settle in.
Overturn is comparable to downfall
Speaking of Superstar Legend, this listed company is inseparable from coffee and celebrity IP. It is mentioned in its prospectus that the two major sectors of new retail and IP creation and operation can be said to be the core business. . Not long ago, Superstar Legend also announced that its indirect wholly-owned subsidiary has invested in the Nanjing and Shenzhen stations of Jay Chou's 2024 Carnival World Tour Concert, and most of the revenue from the new retail business comes from the sale of Magic Ketone Coffee. From this point of view, it is reasonable for the superstar legend who owns two major IPs, Zhou Xun and Liu Genghong, to open a coffee shop.
In fact, celebrity catering can be said to have its own traffic, such as Chen He and Xian Hezhuang, Hu Haiquan and Ben Gong’s Tea, Guan Xiaotong and Ziran Dai, Yang Kun, Wu Xiubo and Xia Yu holding shares in Niujiaocun, etc., these have become popular in recent years. Brands always need fans to check in.Recently, the coffee category has become an important area for artists. According to Jiemian News, on June 6, Bai Jingting’s first cafe, Goodbai Cafe, officially opened. On the first day of opening, some consumers said that they had to queue for about two hours before entering. In early April, the first offline store of Wang Hedi’s personal fashion brand d.desirable opened for trial operation. In addition to clothing and footwear products, it also provides coffee.
Although artist platforms can support catering brands, they still cannot be a panacea for reviving brands. #仙合庄Beijing stores are all closed##Xianhezhuang franchisees are unable to operate and collectively protect their rights##陈He quits Fujian Xianhezhuang shareholders#and many other topics have been on the hot search. Niujiao Village was previously exposed and there are only two left in Beijing. Directly-operated stores, Shao Ben Shao, a barbecue brand managed by Zhang Han, also reported filing for bankruptcy.
Zhan Junhao, founder of Fujian Huace Brand Positioning Consulting, said that as a superstar in the Chinese music scene, Jay Chou's influence is undoubted. Although the coffee shop opened in cooperation with him can attract the attention of a large number of fans and consumers, similar brands need to pay more attention. Only the quality of products and services can maintain long-term consumer loyalty. The coffee market has shown a trend of rapid growth in recent years, and coffee culture is gradually becoming more popular, making more and more people willing to try and accept coffee. Celebrities choosing to open coffee shops not only see the potential and opportunities of the market, but also coffee shops. The operation is relatively simple, the cost is low, and it is easier to achieve profitability.
Lay a solid foundation for catering
Looking at the catering industry, chain coffee brands continue to reach new heights in price, scene and fancy marketing, and specialty coffee shops are also emerging in endlessly. Ai chose the popular track that is easy to accept before AD, but It also faces quite a few challenges. Although the big tree behind Love in BC is good at using traffic to build momentum, if the essence of catering is confused, traffic may not be able to save it. Wen Zhihong, a senior catering chain expert at
, believes that Ai Zai Bian will have better customer flow in the short term with the help of Jay Chou's strong IP. From a long-term perspective, factors such as product quality, operations, location, and services all determine the subsequent customer flow of the store. The coffee category has strong social attributes and is a popular category in mass consumption. It has wide coverage, which is why it is favored by many celebrities.
However, the operation of the store still needs to return to the catering itself. Wen Zhihong pointed out that Ai in B.C. has a strong IP endorsement. If it is managed properly, its liquidity cannot be underestimated. However, just like the challenges faced by most celebrity restaurants, having a natural advantage in brand marketing does not mean having the ability to operate sustainably. If you lack a catering foundation in BC, store operations will be affected when the short-term popularity passes. impact, not to mention chain expansion. Therefore, for many catering brands with their own halo, such as Ai Zai Yuan Qian, it is still necessary to return to the catering itself. Whether the basic business functions can keep up will determine the future development of the brand.
However, in addition to the celebrity platform, Ai Zai Bian is also trying its best to show its hard power in catering. When introducing the cafe, Ai Zai Bian mentioned that the baking manager of #024 is Valrhona’s cooperative dessert chef. He was the pastry chef of the Michelin-starred Beijing Opera Bombana restaurant and joined the Italian Michelin three-star restaurant Davvitorio in 2016.# The coffee manager of 024 won the top 4 WBC Coffee Masters in Taiwan in 2016. The bar manager of #024 has more than ten years of experience in the catering and bar industry. He once worked in London, England and studied under the famous bartender Salvatore Calabrese in Europe.
Zhan Junhao also mentioned that the strong star effect and brand influence are certainly one of Ai’s advantages, but this also means that the store needs to continue to maintain the quality of products and services to meet consumers’ expectations and needs. It is also necessary to maintain consistency with Jay Chou's star image to avoid negative news causing damage to the brand. In fact, although celebrity catering has traffic, its own physique is more likely to attract evil. Once a problem or negative news occurs, it will spread quickly and attract widespread attention. It is destined that celebrity catering should pay more attention to brand building and maintenance.For celebrity catering, it can also strengthen cooperation and linkage with other brands to jointly create influential celebrity IP offline incubation scenarios, and enhance brand image and influence by participating in public welfare activities, so as to continue to develop with the help of traffic. .
Source: Beijing Business Daily
