Source: Science and Technology Design Innovation
Recently, Klein Blue has been on the hot search list again. Klein Blue themed drink stores have also blossomed across the country, from first- and second-tier cities to third-, fourth- and fifth-tier cities, and almost every city has them.
As a color, what exactly is the magic of Klein blue? Why fire?
Cafe in Klein Blue
Monthly turnover of 300,000
In recent years, one color has been popular – Klein blue.
Recently, Klein Blue was second on the hot search list,”
Why is Klein Blue so hot
“The number of views on Weibo reached 180 million, and Klein Blue’s notes on Xiaohongshu also reached 270,000+.
Klein Blue was first transferred by French artist Yves Klein in 1956, registering the patent “International Klein Blue” (IBK).
Since 2019, brands such as Dior, LV, and Gucci have launched Klein Blue clothing; The iPhone 12 also uses the “Klein Blue” color scheme; Off-White’s Fall/Winter 2021 collection also featured Klein Blue at the center of the conversation…
From major art exhibitions to all walks of life, to bags, clothing, mobile phone cases, accessories and other items, the wind of “Klein Blue” has been blowing. “It seems that I don’t have a little Klein blue on my body, and I’m embarrassed to say that I am trendy.”
The trend of Klein Blue has also caught fire in the beverage industry
, which began to rise in 2020 and reached a climax in mid-2021.
Xiaohongshu has a large number of check-in notes, and each city has its own Klein Blue store
Luckin Coffee’s bus store in Fuzhou Big Banyan Tree Cultural and Creative Park and Chengdu Guancheng Square container store are all selected Klein blue; The storefronts of Licha and ARTEASG are also dominated by Klein blue. From the first and second tier cities to the third and fourth tier cities, there are basically Klein Blue theme stores.
Klein Blue’s Internet celebrity store also sells well:
Zhao Along, the manager of IBK Coffee in Qingdao, told me that from May last year to the end of the year, the monthly turnover can be about 300,000, and the maximum daily sales are 300 cups+.
The What-03 store in Heze is mostly Klein Blue-themed, focusing on the sinking market, and has opened 50 stores.
So how is Klein blue used in beverage stores?
How to use “color coordinates”,
Opening a Klein Blue store?
1. Color + name, create memory points
When it comes to Klein Blue, whether it is used in stores by beverage store owners or ordinary consumers, “pure”, “high-class”, “visually striking”, “easy to remember”, etc., are all words that appear frequently in their mouths.
These Klein Blue stores,
The name also revolves around blue, increasing double recognition.
For example, Shanghai’s BLUE BUBBLE, Qingdao IBK Coffee is an abbreviation of the English initials of international Klein Blue.
The highly saturated color, coupled with the corresponding name, is equivalent to writing two impressions in the minds of consumers, so that the store will be remembered at once.
2. Use Klein blue to create 2 decoration styles
The store decoration also revolves around Klein blue, which is the color of Klein blue
Leveling requires “color coordinates”
：RGB (0, 47, 167)，CMYK (98, 84, 0, 0)，HSV (223., 100%, 65%)。
Store decoration is generally costly, pays more attention to artistic sense, and will also incorporate some young people’s favorite Klein Blue violent bear, cyberpunk and other elements.
In-store Klein Blue Violent Bear elements
Two more combinations:
The more common Klein blue is combined with industrial wind and ruin wind, and it is cool.
FOR EXAMPLE, LPM IN HUIZHOU, SHISHI IN LIKE, QIQILI MILE IN SANYA, HALO SOUL COFFEE IN QINGDAO, ETC.
The style of Klein blue and white is more fresh.
FOR EXAMPLE, ARTEASG, 1993COFFEE & TEA IN ZHANJIANG, PIE COFFEE IN DONGGUAN, MAGIC CAPITAL IN BENGBU, ZHANG XIXI IN CHENZHOU, TEA YIJI IN NANCHANG, ETC.
3. The product also revolves around blue
The product uses Klein blue, and the initial idea is to restore the blue and make a blue product. For example, the “Blue Friend” of Guangzhou Tea is not satisfactory, the “Sky City” of Dongguan Blue Bubble, the “Blue of Blue” of Zibo Blue Beverage, and the smog blue sparkling water of Qingdao IBK.
The advanced idea of the product is to do blue-related intentions
, such as the shape of the waves, swimming rings, the blue sky and white clouds, etc.
Sky City, picture from Dianping
4. Klein Blue stores are mostly opened in the sinking market
Through interviews, it was found that compared with other Internet celebrity stores opened in first- and second-tier cities, Klein Blue’s theme stores are more open in the sinking market.
It is the first to appear in the form of eye-catching in the local area, which can attract the attention of young people and attract check-in photos to plant grass.
In terms of photo elements, in addition to blue, there will also be creative gameplay such as road sign straws, local license plate cup sets, homophonic terriers, and blind box milk tea, attracting and spreading at multiple levels.
Opening an Internet celebrity trend store also has a technical threshold
In essence, the Klein Blue theme store is also an eye-catching Internet celebrity store route.
Such styles have appeared frequently in the tea industry, such as the once popular ins, which is popular in a style with low color saturation.
Recently, the Klein Blue heat has not passed, and Hermes Orange has appeared again. For example, Phoebe Diary Cafe in Chengdu, TL coffee in Fuzhou, SEVEN FRIDAY Coffee Shop in Dalian, Huanxi in Yinchuan and so on.
Chengdu Phoebe Diary Cafe, picture from Dianping
With the popularity of Internet celebrity stores, investors and store owners are becoming more and more rational in their treatment of “Internet celebrity stores”. Or, it is a chain brand that draws on the elements of Internet celebrities to open a theme store and rub the popularity to open it; Or, it is a professional builder of Internet celebrity stores, always follow up hot spots, and use eye-catching marketing to do fast business.
In short, neither of them will bring too much loss due to blind follow-up.
Because on the other side of the popularity of Internet celebrities, it is scattered quickly. Afraid is afraid, with a momentary interest of investors, with Internet celebrity elements to open a store.
The iPhone 12 released by Apple in 2020, one of the colors used blue, which was complained by some netizens – “Apple, which has always shown people with a high-end image, how can you use the same color matching as cheap daily necessities such as trash cans, toilet brushes, and slippers, and can you happily send a circle of friends?” ”
Alternating fashion trends are like rounds of big waves, and opening a store with fashion trends is a good idea for self-marketing. but
The threshold for opening a trendy store is also getting higher, to make the store have strong vitality, the unchanging law is always to do a good job in operation and products.