名创优品试水咖啡区背后：超级门店的场景化突围Behind the Miniso Coffee Zone: Scene based Breakthrough of Super Stores

经济观察网 近日，广州一家SUPER MINISO门店因增设咖啡区引发热议。店内潮玩盲盒旁摆放咖啡机，饮品价格远超品牌一贯的平价定位，迅速在社交平台激起讨论。官方回应称，该区域为与独立品牌“日作甜屋”的试点合作，并非自营，也无全国推广计划。

然而，这一举动背后透露出更深层的战略意图。名创优品近年来加速布局“乐园系”超级门店，单店面积达1200平方米，SKU数量高达上万，其中九成为IP商品。此类门店显著延长顾客停留时间，从平均15分钟提升至45分钟以上。但大空间也带来新挑战：消费者易疲劳，需即时消费场景支撑长时间停留。

引入咖啡烘焙并非为了跨界做餐饮，而是借高频、低决策门槛的饮品消费，留住原本低频、高客单的潮玩客群。类似逻辑早见于宜家餐厅、Cafe MUJI等案例——以餐饮延长动线，激发更多购买可能。泡泡玛特亦已推出自有烘焙品牌，印证潮玩零售向“场景化体验”转型的趋势。

财报显示，名创优品在负债率升至62.56%的压力下，仍计划2026年全球新增超500家门店，并将超级门店总数扩至200家。其押注的是“超级门店飞轮效应”：通过沉浸式空间拉升坪效与复购，实现业绩跃升。目前部分超级门店月销已突破千万元，增长超常规店9倍以上，这场豪赌能否持续兑现，将成为观察其未来走势的关键指标。

Recently, a SUPER MINISO store in Guangzhou sparked heated discussions due to the addition of a coffee area. A coffee machine was placed next to the trendy blind box in the store, and the beverage prices far exceeded the brand's usual affordable positioning, quickly sparking discussions on social media. The official response stated that the region is a pilot cooperation with the independent brand "Nissho Sweet House" and is not self operated, nor does it have a national promotion plan.

However, this move reveals deeper strategic intentions behind it. Miniso has accelerated its layout of "amusement park series" super stores in recent years, with a single store area of 1200 square meters and a SKU count of tens of thousands, of which 90% are IP products. This type of store significantly extends customer stay time, from an average of 15 minutes to over 45 minutes. But the large space also brings new challenges: consumers are prone to fatigue and need instant consumption scenarios to support long-term stays.

The introduction of coffee roasting is not for cross-border catering, but to retain the original low frequency and high order trendy customer group through high-frequency and low decision threshold beverage consumption. Similar logic has been seen in cases such as IKEA restaurants and Cafe MUJI - extending the flow of food and beverage to stimulate more purchasing possibilities. Bubble Mart has also launched its own baking brand, confirming the trend of trendy retail transforming towards "scene based experience".

According to the financial report, under the pressure of a debt ratio of 62.56%, Miniso still plans to add over 500 new stores worldwide by 2026 and expand the total number of super stores to 200. Its bet is on the "super store flywheel effect": by using immersive spaces to boost floor area efficiency and repeat purchases, it can achieve a leap in performance. At present, the monthly sales of some super stores have exceeded 10 million yuan, with a growth rate more than 9 times that of conventional stores. Whether this gamble can continue to be realized will become a key indicator for observing its future trend.