Will Starbucks open a new store every 9 hours in China?Can I have a drama in nine thousand shops?

In the world's coffee market, Starbucks is undoubtedly a very important company. As the world's top coffee brand, Starbucks's every move has undoubtedly the benchmark of the industry. For example, Starbucks recently announced that it will be investing in China. What is the purpose of asking Starbucks to do this? What should we think of this?

1. Starbucks will open a new store in China every 9 hours?

According to the interface news, Starbucks released the Chinese strategic vision in 2025 at its global investor exchange conference.

It plans to open 3,000 stores in China at an average of a new store every 9 hours in the next three years, so that the number of stores will reach 9,000. While expanding stores, Starbucks China will also add 35,000 employees, with a total of more than 95,000 employees. In addition, it will double the net income, and the profit is four times the current growth goal.

As of fiscal year in 2022, Starbucks has nearly 6,000 stores in China, which has increased by nearly 10 times in the past ten years. This coffee brand has entered 100 cities and covers 230 cities. In terms of distribution, Starbucks stores are mainly concentrated in first -tier and second -tier cities. At present, the number of cities in the top 12 cities is 1608, which are basically municipalities, provincial capitals, or deputy provincial cities. In this plan, Starbucks plans to cover 300 cities in China.

According to the reference news, for the company for consumers, the past year's performance is not good, but Starbucks is still optimistic about the Chinese market.

The company's executives are optimistic that the problem caused by the new crown epidemic will be temporary. It is expected that with the rebound of sales, revenue next year will increase significantly. It is reported that Hostel Schultz, a temporary CEO of Starbucks, said on Tuesday: "Coffee is becoming a drinking option for young consumers in China, we must strive for market share. We are investing in long -term growth in China."

The company said that China's coffee market is still in its infancy and has a lot of room for growth. Schultz said that the number of coffee per person per year has increased from less than 3 cups in 2014 to 10 to 12 cups from 2014. According to the report, Starbucks's 13%revenue in fiscal 2021 comes from China, and China has become the largest market outside the United States.

It is reported that Starbucks will greatly digitate stores in the Chinese market and invest in 1.46 billion to establish a digital technology innovation center. Relevant sources told Tiger Sniff that the Innovation Center will match the research of the Internet of Things, machine learning and algorithm, and match new technologies, equipment, and systems to the store.

However, according to Tiger Sniff, Starbucks is undergoing a "difficult moment" in China. In the third quarter of fiscal year 2022 (April 2022 ~ June 2022) Starbucks' revenue in the Chinese market decreased by 40%year -on -year, the sales revenue of the same store decreased by 44%year -on -year, the trading volume of the same store decreased by 43%, the customer unit price decreased by 1%year -on -year by 1% Essence At the same time, in 2022, in the number of coffee stores, the local coffee brand Ruixing has surpassed Starbucks; in the core cities such as coffee in Shanghai, Beijing, new coffee forces such as Manner, Seesaw, and "tea watch relatives" such as Xixue and Naixue Follow the coffee market.

2. Is there really a drama of Starbucks from 9,000 stores?

Faced with Starbucks to open a new store every 9 hours in China, many people feel a little surprised. You must know that the Starbucks had only a large -scale revenue decline in the Chinese market before. What is the logic of the market layout?

First of all, China will become an important big market for coffee. As the head of Starbucks Schultz said, China is actually an unprecedented supermarket that is unprecedented in coffee. On the one hand, after these years of development, China is already the largest market besides the United States. In the market for growth, China's long -term coffee market development potential has brought more market imagination to Starbucks; on the other hand, the continuous high growth of the Chinese market has also brought unprecedented opportunities to Starbucks.

In fact, not only Starbucks discovered business opportunities and windplaces, the growth of the Chinese coffee market was coming at an unprecedented speed. On September 15th, Irai Consulting released a research report in China ’s coffee industry in 2022. The report shows that in 2021, China, China The size of the coffee market is about 87.6 billion yuan, compared with 38.9%compared to the previous year. It is expected that by 2024, the size of the Chinese coffee market in China is expected to reach 190 billion yuan. Most of China's coffee chain brands and stores are mostly concentrated in the southern market and high -level cities. There is still much room for penetration in the sinking market in the northern and central and low -tier cities.

Therefore, although Starbucks has a big obstacle in front of the face, Starbucks is still determined to let go, and quickly seize the market advantage of the Chinese market through a significant way to open stores, and continuously improve its market space with market competitiveness. , So that there is something in the market.

Secondly, where is Starbucks' advantage? Seeing the rapid growth of the Chinese market, Starbucks is actually optimistic about its own advantages. Where is the advantage of Starbucks?

First, Starbucks's brand influence has actually been formed. Starbucks has formed its own brand advantage in the world ’s coffee market over the years. Speaking of almost every Chinese coffee industry practitioners and consumers in the coffee brand will say Starbucks. Helping Starbucks really occupy enough ecological positions in the coffee market, this is the long -term advantage of Starbucks. Second, Starbucks's digital development is also constantly improving. In order to promote the development of the Chinese market in recent years, Starbucks has also worked very hard. Whether it is to update the store or use more fashionable brown to replace the original business. The market development all helps Starbucks to make some good progress.

Third, Starbucks is continuing to study Chinese consumers. If the original Starbucks always maintained its own American Fan in China, Starbucks now has actually studied Chinese consumers in more and more, and constantly promotes its own business to a series of businesses such as takeaway that is more popular in China. The development of the direction may be Starbucks's biggest confidence.

Third, is Starbucks a large -scale expansion in China? To be honest, as we said earlier, Starbucks ’advantage exists, but the pressure it is also very huge. It is really necessary to solve the problem of its own development. The core problem is in the following aspects:

The first is how to get rid of Starbucks's arrogance? We said earlier the Starbucks in the United States, but the arrogance of Starbucks together with this American Fan is the advantage of Starbucks. It is actually a high -end path in China. , But whether it is possible to give up the high -end so -called image, really get close to the Chinese market and Chinese consumers, and use the real pricing to deal with the market. This may be a problem that Starbucks must solve.

The second is how to break through in fierce market competition? At present, the Chinese coffee market has entered a stage of comprehensive competition, and there are many market participants. There are Rui Xing and Manner, which are familiar with everyone. Hai Coffee and other cheaper choices. Under such circumstances, Starbucks' previous advantages are in a state of wind, whether it is in the taste or innovation. In such a fierce competition, how can Starbucks re -establish an advantage. This may be possible. This may be possible. It is the biggest problem of Starbucks.

Third, how can Starbucks satisfy consumers? If the biggest enemy of Starbucks in front of the two is themselves and opponents, Starbucks has a big problem: consumers, consumers are now increasingly accepting Starbucks' gameplay, Starbucks is not cool enough, it is difficult to make Chinese consumers. Especially for young consumers, this may be Starbucks the biggest problem.

Faced with the current large -scale layout of Starbucks, although the opportunity exists, there are also many problems. Where is the opportunity of such Starbucks? It may take time to observe.

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