I would like to thank Netease Cloud Music and Sinan Mansion for their help. 
This article is from Ruiyi Retail Watch
Although the popularity of “new retail” has gradually cooled this year, there are some good examples of space under the Internet test line.
Poor travel Last year, the Travel Museum was opened in Shanghai Xintiandi Square, and this year it was held in cooperation with the community of Fuse in the Jingan Kerry Center. Salon, member experience day;
This year will strategically locate paid membersKnow, mainly promote Live, and cooperate with bookstores to launch joint events and launch in Xiamen. There are two theme bookstores in Beijing Sanlitun.
The relevant news from this week is the marriage of Netease Cloud Music and Ruixun Coffee, which is located in Sinan Mansion in Shanghai French Concession.
Changes to “Art”, Space experience and brand awareness have improved
When I passed the Sinan Mansion in the first two months, I noticed that Ruixun Coffee, which was in the middle of the building, was under renovation. The store fence did not reveal anything special. Until August 5th, the news of Netease Cloud Music and Ruixing’s cooperation theme store came out, only to realize that this store is not ordinary.
We arrived at the Sinan Mansion on the evening of Tanabata. The working day relationship did not cause a big queue at the door of the store, which also enhanced the user experience in the space.
This theme store is called “Yujima”. The space is decorated with light red islands, with a cloud of clouds overhead and a curved island.
In addition to the screen interactive, there is a message book in the store, and many young people have left a message on it. It is no wonder that colleagues in the Sinan Mansion and I lamented that I did not expect that the expression of young people is so strong now.
This is the first time I have walked to the Ruixing offline store. The clerk indicated that I can only order with the app and the small program. I ordered a drink with the same name as the theme store. The coupon cost only 4.8 yuan, which is very “really”.
I sat in the space for less than an hour and watched the guests. I found that this new store has almost no take-away orders, and more are users who take the initiative to enter the store. In addition to the natural flow of Sinan Mansion to see the “Western Mirror”, there are many young people who come to the target, drink, sit down and listen to the song, use the iPad to send comments, chat with friends.
If Ruixing finds NetEase Cloud to help its original store standardization image, increase the sense of space experience, to enhance the sense of brand. At this point, this theme cafe is a success.
The location logic of the theme store: Traffic is not the biggest demand, experience scene exploration is more important
After leaving the store, I also briefly interviewed friends of Netease Cloud Music Market. However, according to him, although cloud music has preceded the precedent of Ado’s theme hotel, it is not as simple as landing an “offline space”. It took a long time to determine the cooperation with Ruixing and the site selection and creativity.
Light is a big project.
The team saw Shanghai, Guangzhou and Beijing respectively, and finally chose Shanghai with a stronger consumer atmosphere and the brand’s “first store”. General theme stores tend to choose a wider business district, such as People’s Square, Nanjing West Road, then why would this choose a relatively quiet Sinan Mansion?
Shennan Mansion Real Shot Map
Large traffic is important, but not the most important factor. In contrast, site selection is more precise in a customer base, and efficiency and experience may be better. The Sinan Mansion itself has its own temperament of humanities and music. Although the rent is not low, the flow of people can basically be judged to be effective.
From the scene, the initial site selection considerations have also been reflected. If there is a “big queue” in the space, the actual experience will really be greatly reduced. According to friends, this store is a long-term store, and young users are not allowed to queue up in the heat of summer to come to Japan.
Internet brands try “new space”, Is this a clear road to brand IP?
Under the Internet brand exploration line, there are generally two paths. One is that the e-commerce platform such as one living hall is transformed into new retail, and the other road is such as “楽乐岛”. “The theme store case like this. We can refer to these theme stores collectively”New Commercial Space“.
The Atour Hotel pioneered the brand’s cross-border space. In the past few years, it has built IP-themed hotel projects with a number of big Internet companies, plus good hotel operations and services, making it a fast-rising.
Today, Ruixing has also begun to build an “IP Cafe” to enhance its brand awareness in the existing brand awareness. In addition to Netease Cloud Music, it has opened different theme stores with QQ and writer Feng Tang, respectively, to maintain the speed of a new IP cafe in a quarter. 
I have reservations about the Ruixing brand itself, but if the IP cafe can make it break the stereotypes such as “issuance subsidy” and “takeaway coffee”, it is indeed a good thing for the brand.
Let’s talk about Netease Cloud Music. As mentioned above, user UGC commentary is the core content carrier of many marketing activities. For a long time, this will be the biggest recognition of NetEase cloud music brand. Brand can become a real IP and realize the derivative of commercial value. The same is true for other online brands.
In short, I am very much looking forward to having more of this “new business space” in the future, which is one of the necessary conditions for the physical business to obtain rich content. Of course, if this theme store is to do long-term business, in addition to the hard conditions such as drinks, how to maintain the content of music experience is the core of space to maintain vitality.