How did a coffee shop become an Internet sensation?
Rose Dream Cafe
A few months ago, Rose Dream, a coffee shop in a temple, suddenly became very popular in our city. Many young people and fashion bloggers are scrambling to clock in on social media platforms. It seems that Posting Rose Dream coffee cups on Wechat or ins has become a new fashion among young people. The sudden popularity of coffee shops aroused my interest, making me curious to explore its mysteries.
I was first interested in Rose Dream's product, which appears to be titled a coffee shop, but has an innovative menu. At a time when dirty was not widely known, the coffee shop recommended dirty as a popular item in its stores. In addition, Rose Dream will continue to release new products according to the changing seasons. Their unique innovation is to incorporate fruit juices into the Americano, and then adjust the menu constantly according to the seasons, using the freshest and most popular fruits at each time of year. Then Rose Dream will create different desserts every day based on the fresh ingredients available and the ideas of the confectioners. This is no doubt to capture the curiosity of customers, which is the same as the significance of opening the blind box.
Customers do not know what kind of surprise the dessert will bring when they come to drink coffee today. The cafe, which opened in a temple, is more about incorporating Chinese elements into Western coffee. So it is indispensable to add Chinese elements to almost every item in the store. Coffee cups are decorated with traditional Chinese temples, and tables and chairs are decorated with traditional Chinese furniture. Even on the occasion of Chinese traditional festivals every year, the store will launch coffee cups, coffee spoons, and canvas bags with Chinese characteristics. In addition to the various coffee drinks that are the main representatives of Rose Dream, there are also some unique non-caffeinated drinks, the most surprising ones for me are nougat blended with milk and different fresh fruits with soft drinks.
The second thing that caught my attention was the price tag of Rose Dream Coffee. The price of Rose Dream coffee is between 20 and 35 RMB, which is slightly lower than that of Starbucks, so it has a wider target group. It can be accepted by most people, but there is no shortage of high-end products. Through understanding the price positioning of Rose Dream, I found that the reason for their low price is that they have their own coffee bean industry chain, which is the exclusive coffee industry chain of SOE. Rose Dream has long-term cooperation with SOE coffee, so the purchase price of coffee is lower, which leads to lower costs and thus lower sales prices. This is why Rose Dream Coffee has a stable supply of quality coffee at a low price. Rose Dream, on the other hand, also works with Meituan Takeout, sometimes promoting certain products based on sales volume. Thus attracting a large number of customers to taste.
Rose Dream Coffee has also done a great job of promoting it. First of all, the cafe opened in the temple gives them a unique location and view advantage, so they don't have to spend money to decorate the shop. This combination of traditional Chinese-style temples and Western-style coffee has attracted many online celebrities and customers to take photos and punch cards. They post photos on social media and then comment on the coffee, attracting more and more customers through social media. Secondly, Rose Dream Cafe will open some small pop-up shops in many shopping malls and streets. When Rose Dream opened its pop-up stores, they only sold some of its main coffee products at slightly lower prices, as a way to attract customers in different regions. In other cases, Rose Dream will hold some coffee teaching courses in summer vacation, teaching many coffee lovers professional coffee brewing skills. Through teaching, we can publicize our unique brand and craft, so as to attract more people to learn coffee and spread coffee culture. This kind of public service course also attracts many people to study, and some of them are potential customers of Rose Dream.
The most interesting thing about Rose Dream is its location. The shop is inside a temple. The selection of this address is very rare among coffee shops. First of all, it's hard for many people to associate a coffee shop with a temple because it seems that people's inherent definition of a coffee shop is quietness and work. But it's hard to think of a temple as a place rich in customs. But when I learned more about the history of the temple, I found that the temple is also a very quiet place, so it is also a unique and appropriate place to open a cafe inside the temple. The second is the decoration of Rose Dream Cafe. The interior of Rose Dream Cafe retains the original part of the temple and adds some coffee elements, sometimes with the aroma of coffee and some relaxing music. More for people who want to come to a coffee shop and get their work done. The exterior of Rose Dream, the temple courtyard, is also furnished with tables and distinctive tents, in a stylish fashion, for customers who want to take photos. In this way, customers who want to take photos will not interfere with the customers who work inside, and each customer is provided with a service that suits their purpose.
However, after analysis, I found that Rose Dream coffee shop still faces some future threats. First, due to the impact of the epidemic, there are many times when the customer flow is not large and the shop cannot operate. Because Rose Dream is still an individual store rather than a chain store, it may lead to unprofitable income and insufficient capital. Secondly, Rose Dream, a shop opened in a temple, suddenly became popular and attracted more customers. However, other branches are not known by many people and the customer flow is very small. In this case, fixed monthly expenses, such as rent and utilities, may put some pressure on the employer's finances.