“Boxin 融盒”模式创新出圈 赋能虹桥咖啡文化新消费The innovative "Boxin Fusion Box" model creates a circle and empowers new consumption of Hongqiao coffee culture
新闻晨报持续探索文商旅体展融合创新路径，创新打造Box in 融盒智能文创展销模式。此次新闻晨报携手上海虹桥国际咖啡文化节、虹桥国际咖啡港深度联动借势第三届 “中国之选” 全球精品咖啡生豆大赛行业热潮，联合推出虹桥国际咖啡文化节专属文创福袋，依托 Box in 机器人商店线下布点优势，把咖啡潮流好物、海派城市文创与虹桥节庆氛围融为一体，为上海文商旅体展融合发展再添新样板。
咖汇虹桥品味世界 专属福袋好物亮点十足
本次进驻机器人商店的 Box in 虹桥「咖汇虹桥 品味世界」主题福袋，依托虹桥国际咖啡港的集聚优势，精选市面主流人气咖啡品牌好物，适配大众日常饮用、随手伴手礼需求，款式亲民、风味百搭，覆盖不同年龄层和消费场景。
本次Box in虹桥主题福袋，精选上海本土咖啡品牌好物，一站式解锁多元咖啡风味，福袋内包含：
1. 上海宝爷焙炒咖啡豆
上海“老克勒”宝爷推出的本土专业咖啡烘焙 IP。精选TOC获奖商家的埃塞优质阿拉比卡精品咖啡豆，联手深耕精品咖啡烘焙多年的烘焙厂匠心烘焙，风味均衡醇厚、香气干净柔和，口味适配国人口感偏好，是日常手冲、居家萃取的高性价比之选。
2. 明谦咖啡即享系列自由袋泡咖啡
新锐国民咖啡代表品牌，主打轻量化、便捷化咖啡生活。福袋内含多款风味袋泡咖啡，无需专业器具，冷热双泡皆可，适配通勤办公、居家休闲、户外出行等多种场景，轻松实现随时随地喝上一杯好咖啡。
3. 连咖啡意式浓缩咖啡单颗装
国内便携速溶咖啡标杆 IP，还原线下咖啡馆经典意式风味，独立锁鲜单颗包装，冲泡简单、便于携带，适配都市快节奏生活，满足年轻人即时咖啡饮用需求。
多点全域落子布局 机器人商店进驻四大核心场景
借助 Box in 融盒成熟运营体系，虹桥专属咖啡文创福袋全线布局虹桥核心场景，以机器人商店为载体，实现商圈、枢纽、文旅地标、社区生活圈全覆盖：
上海虹桥品汇：背靠第三届 “中国之选” 全球精品咖啡生豆大赛主会场，集聚行业人流、咖啡爱好者及商旅游客，机器人商店落地于此，成为观赛逛展之余选购咖啡福袋、打卡文创好物的便民点位；
上海虹桥枢纽党建服务中心：打造 “抵达上海的第一杯咖啡” 城市门户场景，以平价人气咖啡福袋为载体，为抵沪旅客提供贴心城市文旅伴手体验，彰显虹桥门户文化温度；
虹桥 1699 商场：扎根虹桥高端商业核心区，面向周边白领、年轻消费群体，把咖啡文创融入日常逛街、休闲消费场景；
乐坊・虹井生活广场：下沉社区民生商圈，贴近周边居民日常休闲生活，让咖啡文创好物走出展会、走进百姓日常。
各点位均采用机器人商店透明橱窗实物陈列、扫码即购的便捷模式，全天候开放、随看随买，打造分布在虹桥街头的微型咖啡文创便民橱窗。
借力国际咖啡盛会 解锁赛事节庆多元精彩
本届上海虹桥国际咖啡节恰逢第三届 “中国之选” 全球精品咖啡生豆大赛重磅举办，赛事汇聚全球 9 个国家、48 个精品庄园或处理站、74 支精品生豆同台竞技，现场超 4000 杯样本咖啡开启全民品鉴盛宴。大赛创新采用大众评审权重 60%、专业评委权重 40% 的双评审机制，立足中国味蕾喜好定义咖啡风味，打破传统赛事只对业内开放的壁垒，让普通市民也能参与专业杯测评价。
赛事不仅是生豆竞技舞台，更是全球咖啡产业链对接合作平台。赛事助力海南国产咖啡品牌提升知名度、拓宽销路，打破罗布斯塔豆的固有认知，实现精品化突围；也为东帝汶等海外小众有机咖啡产区搭建进入中国市场的桥梁，促成多项贸易签约。现场还设置全球咖啡豆市集、咖啡大师拉花表演、手冲教学工坊、文创潮流市集、生豆公益拍卖、全国巡回杯测等丰富活动，集专业赛事、大众品鉴、亲子休闲、产业交易、文创打卡于一体，打造全民可参与的咖啡文化盛会。
Box in 融盒模式借势虹桥国际咖啡节与 “中国之选” 生豆大赛的城市热度，以机器人商店为线下载体，以亲民咖啡文创福袋为流量入口，把专业咖啡赛事、节庆氛围、商圈消费与市民生活场景有机串联。
后续 Box in 项目将持续依托上海各类城市重大节庆、展会商圈资源，不断丰富文创及生活好物福袋品类，拓展更多线下进驻点位，持续深化文化、商旅、体育、展会多业态联动融合，丰富上海城市消费新场景、激活商圈消费活力，持续助力上海文商旅体展高质量融合发展与国际消费中心城市建设。
The News Morning Post continues to explore innovative paths for the integration of cultural, business, and sports exhibitions, and innovatively creates a Box in integrated intelligent cultural and creative exhibition and sales model. This morning's news report, in collaboration with Shanghai Hongqiao International Coffee Culture Festival and Hongqiao International Coffee Port, leverages the industry trend of the 3rd "China's Choice" Global Fine Coffee Green Bean Competition to jointly launch the exclusive cultural and creative lucky bag for Hongqiao International Coffee Culture Festival. With the advantage of Box in robot store offline distribution, it integrates coffee trend goods, Shanghai style urban cultural and creative industries, and Hongqiao festival atmosphere, adding a new model for the integrated development of Shanghai's cultural, commercial, sports and exhibition.
Kahui Hongqiao Taste World Exclusive Lucky Bag with Full Highlights
The Box in Hongqiao "Coffee Hub Hongqiao Taste World" themed lucky bag, which entered the robot store this time, relies on the gathering advantage of Hongqiao International Coffee Port to select popular coffee brands in the market, suitable for the daily drinking and souvenir needs of the public, with affordable styles and versatile flavors, covering different age groups and consumption scenarios.
This Box in Hongqiao themed lucky bag features selected local coffee brands from Shanghai, providing one-stop unlocking of diverse coffee flavors. The lucky bag contains:
1. Shanghai Baoye Roasted Coffee Beans
The local professional coffee roasting IP launched by Shanghai's "Lao Kele" Baoye. It selects high-quality Arabica coffee beans from TOC award-winning merchants in Ethiopia and collaborates with a roasting factory that has been deeply involved in specialty coffee roasting for many years to bake with ingenuity. The flavor is balanced and mellow, the aroma is clean and soft, and the taste is suitable for Chinese taste preferences. It is a cost-effective choice for daily hand brewing and home extraction.
2. Mingqian Coffee Enjoy Series Free Bag Brewing Coffee
New national coffee representative brand, focusing on lightweight and convenient coffee life. The lucky bag contains a variety of flavor bags for brewing coffee, without the need for professional equipment. It can be brewed both hot and cold, suitable for various scenarios such as commuting, work, home leisure, outdoor travel, etc., making it easy to enjoy a good cup of coffee anytime, anywhere.
3. Single pack of Italian espresso with continuous coffee
The benchmark IP for portable instant coffee in China, restoring the classic Italian flavor of offline cafes, independently locking fresh single piece packaging, simple brewing, easy to carry, suitable for urban fast-paced life, and meeting the instant coffee drinking needs of young people.
Multi point global layout robot store enters four core scenarios
With the help of Box in's mature operation system, the exclusive coffee cultural and creative lucky bag in Hongqiao has been fully deployed in the core scene of Hongqiao, using robot stores as carriers to achieve full coverage of commercial districts, hubs, cultural and tourism landmarks, and community life circles
Shanghai Hongqiao Pinhui: Backed by the main venue of the 3rd "China's Choice" Global Fine Coffee Green Bean Competition, gathering industry crowds, coffee enthusiasts, and business travelers, the robot store has landed here, becoming a convenient location for customers to purchase coffee bags and check in cultural and creative goods while watching the competition and exhibitions;
Shanghai Hongqiao Hub Party Building Service Center: Creating the "first cup of coffee upon arrival in Shanghai" urban gateway scene, using affordable and popular coffee lucky bags as carriers, providing thoughtful urban cultural and tourism companion experiences for arriving passengers in Shanghai, highlighting the cultural warmth of Hongqiao gateway;
Hongqiao 1699 Shopping Mall: Rooted in the high-end commercial core area of Hongqiao, targeting the surrounding white-collar and young consumer groups, integrating coffee culture and creativity into daily shopping and leisure consumption scenes;
Lefang Hongjing Life Plaza: a sunken community commercial district that is close to the daily leisure life of surrounding residents, allowing coffee cultural and creative products to go beyond exhibitions and into people's daily lives.
Each location adopts a convenient mode of transparent display windows and QR code scanning for physical display in robot stores. It is open 24/7 and can be purchased at any time, creating micro coffee cultural and creative convenience windows distributed on the streets of Hongqiao.
Leveraging the International Coffee Festival to Unlock Diverse and Exciting Events and Festivals
This year's Shanghai Hongqiao International Coffee Festival coincides with the third "China's Choice" Global Premium Coffee and Green Bean Competition, which brings together 9 countries, 48 premium estates or processing stations, and 74 premium green beans from around the world to compete on the same stage. Over 4000 cups of sample coffee were served on-site, opening a grand feast for the whole nation's taste. The innovation of the competition adopts a dual evaluation mechanism with a weight of 60% for public judges and 40% for professional judges. Based on the preferences of Chinese taste buds, the coffee flavor is defined, breaking the barriers of traditional competitions that are only open to the industry, allowing ordinary citizens to participate in professional cup testing and evaluation.
The competition is not only a stage for green bean competition, but also a platform for global coffee industry chain docking and cooperation. The competition helps Hainan's domestic coffee brands increase their visibility, expand their sales channels, break the inherent perception of Robusta beans, and achieve a breakthrough in boutique products; It also serves as a bridge for overseas niche organic coffee producing areas such as Timor Leste to enter the Chinese market, facilitating multiple trade agreements. There are also various activities on site, such as a global coffee bean market, coffee master latte art performances, hand washing teaching workshops, cultural and creative trend markets, green bean charity auctions, national touring cup tests, etc., integrating professional competitions, public tasting, parent-child leisure, industry transactions, and cultural and creative check-in, creating a coffee culture event that everyone can participate in.
Taking advantage of the urban popularity of the Hongqiao International Coffee Festival and the "China's Choice" Green Bean Competition, Box in integrates professional coffee events, festive atmosphere, commercial consumption, and citizen life scenes through a robot store as the online download platform and a user-friendly coffee cultural and creative lucky bag as the traffic entrance.
The follow-up Box in project will continue to rely on various major festivals and exhibition business districts in Shanghai, continuously enrich the categories of cultural, creative, and lifestyle goods bags, expand more offline entry points, continuously deepen the linkage and integration of multiple formats such as culture, business travel, sports, and exhibitions, enrich new consumption scenarios in Shanghai, activate consumption vitality in business districts, and continue to support the high-quality integrated development of Shanghai's cultural, business travel, and sports exhibitions and the construction of an international consumption center city.