Starbucks Coffee Introduction and History

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Brief introduction of Starbucks Coffee

Starbucks is the leading specialty coffee roaster and retailer in North America, with more than 7000 unique coffee chains throughout North America, Europe and the Pacific Rim. In terms of purchasing, roasting, brewing and freshness of raw coffee beans, Starbucks adheres to the highest standards in the industry to ensure that every cup of coffee customers drink at Starbucks is "the most perfect". Starbucks' development in China has been moving forward at a steady pace. Starbucks, which originated in Seattle in 1971, has pursued a direct marketing strategy since its inception. When developing Starbucks coffee shops around the world, it usually adopts the way of joint venture or authorization with local companies.

Brief introduction to the Development of Starbucks Coffee in China:

Starbucks has three partners in mainland China: Beijing Meida Coffee Co., Ltd. represents Beijing and Tianjin, Taiwan Unification Group represents Shanghai, Suzhou and Hangzhou, and Hong Kong Meixin Restaurant Co., Ltd. represents Guangzhou, Shenzhen and other southern regions.

The company began to supply Starbucks coffee beans and coffee powder to restaurants, embassies and multinational corporations in Beijing and surrounding cities in 1995, and successfully opened Beijing's first Starbucks coffee shop on the ground floor of Beijing International Trade Center on January 11, 1999. Provide customers with world-renowned Starbucks coffee drinks, various flavors of plateau coffee beans and mixed coffee, freshly baked cakes and utensils and small commodities related to coffee making.

Love coffee, love Starbucks:

Coffee lovers may have heard of Starbucks, the protagonist of a well-known American novel more than a century ago. In the 1970s, three Americans turned it into a coffee shop sign to promote the American spirit. Since then, a cup of Starbucks coffee has fascinated the whole world.

Starbucks can develop one of the oldest products in the world into a distinctive, lasting and high value-added brand, which is inseparable from the "experience culture" and unique marketing methods it adhered to when it started its business.

Starbucks' success does not lie in the excellent quality of its coffee. The infection of relaxed and warm atmosphere is the magic weapon for Starbucks to win. Because the atmosphere rendered by Starbucks Cafe is a culture of advocating knowledge, respecting human standard and having a little "petty bourgeoisie" atmosphere. In Starbucks, the emphasis is no longer on coffee, but on culture and knowledge. "Starbucks" culture is actually a culture that focuses on the two themes of people and knowledge. the core of this culture is to make use of the most comfortable environment to help people broaden their knowledge and ability and excavate the greatest value of knowledge.

Starbucks brand image promotion:

Unlike other multinational companies, Starbucks is one of the few brands that do not take advantage of huge amounts of advertising and promotion. Starbucks brand promotion does not rely on advertising, its consistent strategy is to focus on brand image promotion, all over the world. Starbucks believes that coffee is unlike McDonald's, coffee has a unique culture, sponsorship of cultural activities, Starbucks image promotion is very important. For example, Starbucks was the main sponsor of the Dali painting exhibition held in Shanghai. Starbucks is also the sponsor of the Shanghai APEC Conference.

The appearance of Starbucks chain stores is simply considered from the environment around the store, but its interior decoration should be strictly in line with the unified decoration style of the chain stores. Each store itself is an image promotion and a link in the Starbucks business chain. The American design studio specially creates rich visual elements and unified style for each store, so as to make customers and passers-by pleasing to the eye. to achieve the purpose of promoting the brand. This kind of promotion is called Tie-in, which closely links the image of the cafe to its customers.

In Starbucks coffee shops, employees are the main carriers to convey the value of experience, and the value of coffee can be enhanced through the service of employees, so employees are as important to the creation of experience as the environment. In fact, Starbucks employees are like coffee fans, they can explain the characteristics of each coffee product in detail, and they are good at communicating with customers and anticipating their needs. Employees are called "partners" at Starbucks because everyone has options, their status is fully respected, and they create great competitiveness for the Starbucks brand.

The flavor of each coffee:

Starbucks' rich black coffee has infiltrated into the lives of all kinds of people around the world, but there is only one version of its management, copied from the North American continent and applicable everywhere.

With consistent global management, quality and taste, Starbucks' success story does not begin with every cup of coffee with the same taste, but when coffee beans are still growing: very picky selection of coffee beans, from variety to origin to the shape of particles, every step has strict standards. It is said that Starbucks will never allow coffee beans that have not been strictly evaluated by experts to enter the market. Its coffee product evaluation experts evaluate more than 100000 cups of coffee every year to ensure quality, select coffee beans by cup evaluation, and then determine the precise degree of roasting. so that the unique taste of each kind of coffee can be fully released, Starbucks' slogan is: give full play to the flavor of each coffee. The final process is to sell steaming coffee to customers along with the standard service model.

Experience the cultural connotation of coffee:

Coca-Cola associates its sizzling drinks with carefree happiness; Nike uses "just-do-it" to convince runners that they sell personal success; Starbucks sells culture.

At Starbucks in Shanghai, a service called "Coffee classroom" has the best imagination in the game of "hanging coffee selling culture". If three or four people go for coffee together, Starbucks will equip them with a coffee maker. Once customers have any problems with the selection, brewing and roasting of coffee beans, the coffee maker will explain to him patiently and meticulously, so that customers can taste the coffee culture promoted by Starbucks while finding the coffee that best suits their taste. Culture gives its higher price a good reason to exist, from which customers get great psychological satisfaction, but the real winner is Starbucks.

In Starbucks' view, people's stranded space is divided into homes, offices and other places. McDonald's strives to create a home atmosphere and strive to maintain an ambiguous relationship with people's first space, the family, as long as possible. As a coffee shop, Starbucks is committed to seizing people's third detention space and keeping a close eye on people's detention space. Supporting facilities such as live piano performance, European and American classical music background, popular fashion newspapers and magazines, and exquisite European accessories strive to bring more "foreign atmosphere" to consumers. Let drinking coffee become a kind of life experience, let coffee drinkers feel very fashionable, very cultural.

When you walk into a Starbucks store, have you ever wondered what power dominates your legs? Is it delicious coffee? Maybe it's not much better than the coffee in any other street shop! To quench your thirst? It can be said that a casual glass of mineral water is more effective! And in terms of price, Starbucks is not ambiguous! I think when I ask you this question directly, nine times out of ten you will tell me, "idiot, what you want is that environment!" A friend of mine told me excitedly the day after she came to Beijing, "guess where I went today?" Starbucks! " That look is more excited than the Spring Festival when I was a child!

But if you hear me put the previous question is a person who knows a little bit about marketing, he / she will disdain and say, "this is all a good job of cultural marketing!" However, I will continue to ask, "can you tell me what 'cultural marketing' is like?" The other side threw out a sentence with more disdain, "Cultural marketing is cultural marketing, which is not easy to understand!" With that, I left my face flushed and left alone. However, I have to keep asking, because all the articles about "cultural marketing" found on Google regard "cultural marketing" as an exogenous concept (which does not need to be explained by other definitions, that is, self-evident)!