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雀巢在三里屯开快闪咖啡馆

2017-09-25 08:06:53   中国经济网

9月23日至29日营业7天

继花费5亿美元收购素有“咖啡界苹果”之称的Blue Bottle Coffee(蓝瓶咖啡)68%股权之后,9月22日,雀巢又在全球50多个城市同步开出“快闪咖啡馆”,其中中国唯一一家设在北京三里屯。

这是雀巢咖啡进入中国近30年来首次开设快闪“咖啡馆”,由日本知名空间设计大师青山周平设计。这家快闪咖啡馆将于9月23日至29日营业7天,与此同时,“雀巢咖啡”品牌周边微商城也同步上线,贩卖笔记本、保温杯和背包等符合年轻人生活方式的周边产品。

一周前,雀巢刚刚宣布已通过收购获得Blue Bottle Coffee(蓝瓶咖啡)公司的多数股权,该公司是一家高端专业咖啡烘焙及零售商,雀巢正式涉足快速增长的超高端咖啡连锁店细分市场。

在中国食品产业分析师朱丹蓬看来,无论是收购蓝瓶咖啡,还是开设快闪店,雀巢都在尽力打动年轻消费者。

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