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'<div style="text-align: center;">
<img alt="" src="/uploads/allimg/170413/3-1F41310035U60.jpg" style="width: 489px; height: 304px;" /></div>
<div>
據《勞動報》報道，昨日，香奈兒位於南京西路上的快閃咖啡店正式開業了，這爲原本不溫不火的奢侈品牌引來了久違的排隊盛況，上一次出現還是在2015年奢侈品集體調價。記者從現場看到，排隊人羣一批接著一批，據悉，當天預約人數已破2萬。然而，進到店裏不難發現，這並不是一家單純的咖啡店，除此之外，更大的目的是要在這裏宣傳品牌新推出的美妝產品。</div>
<div>
</div>
<div>
全程限流需憑預約碼排隊</div>
<div>
</div>
<div>
昨日中午12時45分，記者來到位於南京西路華山路路口的香奈兒咖啡店。此刻咖啡店透明落地玻璃前的S形限流帶裏已排起了二三十人的隊伍，清一色都是女性，有成羣結伴的小白領，其中也不乏“湊熱鬧”的阿姨媽媽。而在不遠處的排隊入口，還有一羣年輕女孩將現場幾名保安團團圍住，邊搖晃著手裏的手機邊嚷嚷著：“怎麼預約啊，官網根本點不開啊！”“沒預約怎麼進得去的啊，排隊都不讓你排。”在記者面前一位二十出頭打扮時髦的女孩和同伴小聲交流著，她們在隊伍中間位置，已經排了將近一個小時。記者注意到，在二三十人的隊伍中，不乏手拎香奈兒皮包和彩妝紙袋的等待者。在交流中，記者瞭解到，開業當天就來排隊的人中不少是香奈兒彩妝的會員，收到會員短信通知後預約報名。除此之外，還有一部分是從幾個營銷公衆號上得知開業信息提早預約報名的。</div>
<div>
</div>
<div>
由於排隊狀況火爆，現場還發生了一個小意外。在記者到達之前，香奈兒咖啡店一度暫停排隊。據現場負責安保的工作人員透露，由於未做限流，當天預約人數已破兩萬人，在12點左右，即便有預約，現場也不再安排排隊。但由於引發預約消費者極度不滿，隨後又開放排隊。</div>
<div>
</div>
<div>
“十一點開門就湧進去一批人了，人非常多，一批又一批的，不預約不能排隊。也許你預約了今天也進不去。”上述安保工作人員直言。據記者觀察，該店一次性能容納70到80名消費者同時進去，而在記者採訪的半個多小時內，除了不斷增加的人數，隊伍進度沒有任何變化。</div>
<div>
</div>
<div>
有效期12天 打著咖啡店旗號賣彩妝</div>
<div>
</div>
<div>
正值午休時間，長長的隊伍引來了不少路人圍觀。從香奈兒咖啡館的門面看，似乎並沒有出彩的櫥窗佈置，咖啡店共設兩層。店裏有吧檯、有菜單、有卡座、有服務員，整個看上去就是一間黑白主題的咖啡店。</div>
<div>
</div>
<div>
然而，這並不是一間普通的咖啡館，據悉，這家店的有效期只有12天，被稱爲“快閃店”。而進入店內，記者才發現真正的玄機。據瞭解，這間只存在12天的咖啡店，一樓賣的竟然全是彩妝。記者看到，一樓吧檯式的試妝區貨架上擺滿了各式彩妝產品，供進店消費者隨便試用。</div>
<div>
</div>
<div>
“我們是來試試新脣彩的，喝咖啡是次要的。”其中一名正在排隊的女孩告訴記者，大部分會員是衝著香奈兒這一季的新品脣彩而來。“當然也有爲了贈品和來拍照的。”女孩邊和同伴自拍邊和記者聊天。</div>
<div>
</div>
<div>
記者瞭解到，當天進店的消費者都能獲得一個香奈兒手提袋以及一杯免費的飲料。進入店內的消費者可體驗所有彩妝產品，但目前並不開放購買。</div>
<div>
</div>
<div>
抵禦整體銷售下跌 “快閃店”成營銷爆款</div>
<div>
</div>
<div>
事實上，昨日開業的香奈兒咖啡館已經不是奢侈品牌第一次“不務正業”了。不久前，香奈兒在東京表參道內開設了一家名爲香奈兒的彩妝快閃店鋪，營業時間只有短短的10天﹔Armani在倫敦開了全球唯一一家ArmaniBox美妝店，驗妝容的過程都會被拍成小視頻﹔而就在本週末，YSL遊輪快閃店也將空降上海，該品牌的營業時間更短，只有10個小時。</div>
<div>
</div>
<div>
比較這些品牌的營銷手段不難發現，它們都有個共同點，那就是玩“快閃”概念。</div>
<div>
</div>
<div>
“不同於傳統品牌駐紮在固定的區域，快閃店選擇在市中心街道或熱門商場內設立臨時的鋪位，供品牌商在較短的時間內通過與消費者的零距離接觸，推銷產品，營造話題，快速吸引消費者，打響品牌知名度，旋即消失不見。”奢侈品專家周婷指出。</div>
<div>
</div>
<div>
事實證明，前兩年奢侈品市場不景氣的背景下，不少奢侈品品牌銷售額與利潤均呈下跌趨勢。例如香奈兒此前披露的2015年業績狀況：截至2015年12月31日，集團銷售額爲62.4億美元，同比下跌17%﹔營業利潤爲16億美元，同比下跌23%。周婷告訴記者，零售行業發展至今缺少的是令消費者悸動的元素，大同小異的賣場佈置與商品催化審美疲勞，快閃店算是生逢其時的典型代表。</div>
<div>
</div>
<div>
一方面，這似乎讓平日裏高冷傲嬌的大牌們顯得多了一絲平易近人的氣息，而另一方面，“大牌們”也藉此向市場傳遞它們正在用這些有趣的用戶交互體驗引領營銷方式的創新。</div>
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'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '13',
'namerule' => '{typedir}/{Y}/{M}{D}/{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '320',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-zixun/waiguokafeixinxi.html',
'total' => 13,
'field' =>
array (
),
),
323 =>
array (
'id' => '323',
'pid' => '2',
'pids' => '0,1,2',
'name' => '7月資訊',
'dirname' => '7yuezixun',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 323,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1',
'namerule' => '{typedir}{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '323',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-7yuezixun.html',
'total' => 1,
'field' =>
array (
),
),
) |
| urlrule |
'/views-98418-[page].html' |
| fix_html_now_url |
'' |
| my_web_url |
'https://cheam.gafei.com/views-98418' |
| get |
array (
's' => 'article',
'c' => 'show',
'id' => '98418',
'm' => 'index',
) |
