THE FAMOUS BRAND OPENS ITS FIRST ASIAN CAFÉ IN SHANGHAI
SHANGHAI STORE TOUR
For several years now, the Chinese coffee market has been attracting the biggest players on the world stage. At a recent store tour in Shanghai, we observed that the number of independent and branded coffee concepts had increased.
A NEW ENTRANT IN A VERY COMPETITIVE MARKET
The all-category champion in this sector, the American brand Starbucks is present in China with more than 4,200 points of sale. The British company Costa plans to operate 1,200 coffee shops there by 2022. Not to mention the national brands, Luckin Coffee and Pacific Coffee, so competition is fierce. Yum China, which notably operates the KFC and COFFii & JOY brands in China, therefore sought a heavyweight partner to stand out from the crowd. The Italian leader, Lavazza, was already distributed in China via the Tmall and JD.com platforms, but only for coffee (ground or beans).
A TRIBUTE TO ITALIAN CRAFTSMANSHIP
For its first store, the company sought to orchestrate a true demonstration of its traditional know-how and culture. So it was with an experiential concept that it entered the Asian market.
AN IDENTITY CONCEPT
The Italian brand inaugurated its flagship in Shanghai at the end of April 2020, the first outside Italy. First, the boutique is located in the historic district of Jing’an. Second, it is positioned as a showcase of Italian know-how and gastronomy thanks in particular to an immersive retail design that incorporates the emblematic codes of Italian style: marble furniture, high ceilings and artistic murals.
THE PROMOTION OF ITS KNOW-HOW
As a matter of fact, Lavazza would like to recall its pioneering role in the coffee industry and the many innovations it has always demonstrated. Indeed, by pushing the door of this store, it is a little “dolce vita” that the brand hopes to bring to its Chinese customers : the emblematic Moka Carmencita coffee maker and the Elektra Belle Epoque espresso machine are both on display in the store, symbols of Lavazza’s know-how and history.
A PREMIUM OFFER FOR BEVERAGES AS WELL AS SNACKS
Here, the coffee is meant to be gastronomic: the flagship therefore offers different extraction and roasting techniques, introducing the creation of unique coffees in China, including 1 specially created for the Chinese market. Finally, an Italian sweet and savoury snacking offer, created by a Michelin-starred chef, will accompany your coffee.
The concept is reminiscent of the immersive store of its competitor Starbucks “Reserve Roastery” whose last store opened in Chicago last November. The American competitor, not content with evangelizing its “americano” around the world, has been able to reinvent itself and diversify constantly, without ever losing its DNA.
We have recently shown you a good example in Hanoi, with the ECOPARK STARBUCKS, to discover in pictures by clicking on the picture below:
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