Can Starbucks continue the myth of everlasting prosperity when it opens to 2700 yuan?

Professional barista communication, please pay attention to coffee workshop (Weixin Official Accounts cafe_style )

In the changing business environment, it is not enough for catering enterprises to seize consumers 'stomachs alone. Grasping consumers' hearts is the key to development and growth.

Starbucks, which has entered 130 prefecture-level cities in China, has its own unique solution to the proposition of how to seize consumers 'hearts.

Take Shanghai, for example. Shanghai has the largest number of Starbucks stores in China, with nearly 570 stores. Shanghai is also the city with the largest number of Starbucks stores in the world, even surpassing Tokyo. Like any successful business, Starbucks is constantly thinking about consumer needs, consumer preferences, and where consumers are. Therefore, consumer-oriented development is also the secret of the success of many chain enterprises.

Li Tao, vice president of development of Starbucks Enterprise Management (China) Co., Ltd., said that taking the newly opened store as an example, Starbucks can be seen in linking consumers. Different from many Starbucks stores, consumers and shop assistants form a relationship connecting each other. The familiar Starbucks bar is made into a bar-like pattern. Consumers can sit in front of the bar and exchange coffee knowledge with employees.

If the bar design that connects each other is to pave the way for Starbucks to promote coffee culture, then, consumer-oriented, Starbucks will direct keywords to three areas: store type, coffee, digital exchange platform.

Starbucks has more than 2700 stores in China, of which 60% are located in 8% of cities. This shows that coffee consumption currently occupies only some high-end cities and business districts, and moving forward in other regions, consumption behavior and other changes should be considered.

First of all, in the construction of stores, commonality and individuality are taken into account in details. Starbucks stores may be similar in consumer impression, but they are different in area, decoration style, products and machinery and equipment. After the market matures slowly, consumer demand is also changing, so different stores should be positioned differently.

For example, Starbucks has flagship stores, high-end stores and ordinary stores. The most common stores in the market are ordinary stores. The opening of these stores will be adjusted according to different cities, grades, business circles and consumers. Careful consumers can see through the comparison before and after the stores that the stores in some areas will surprise investors after opening. For flagship stores, Starbucks will open a huge project of 2700 square meters in Shanghai by the end of this year. An ordinary cafe will open to 2700 square meters. What is the difference between the products? What is the operating model? Whether our consumers will accept this series of unknowns is unknown. But we are confident ourselves.

Cafes can be big, but many more are also looking for opportunities in the "small."

"We have not only made big stores in the past two years, but also made a lot of small stores, constantly trying to make small stores in traffic nodes and other locations." We let the format meet the needs of consumers from different levels. This is thinking from the perspective of form, how to do the store, layout and positioning." Li Tao said.

In addition to the layout of stores, Starbucks has been doing things to promote coffee culture with coffee and make coffee culture negatively affect coffee consumption.

Li Tao introduced some of his experiences in Sumatra, where coffee originated, including product traceability, which actually included Starbucks 'ethical standards. "Starbucks requires any Starbucks supplier to guarantee half the price of coffee purchased by first-tier coffee farmers, which means that coffee farmers are treated fairly throughout the year. This is the ethical standard Starbucks has always pursued." In addition, Starbucks is also launching coffee machines in more and more stores,"a lot of high-end consumers are not satisfied with the coffee made by the machine, need to sit down and talk to you about where the coffee is produced, how much grinding, I go home to give my girlfriend and family a show." So different things for different consumers. There will also be some coffee knowledge training, which is what we constantly do to promote coffee culture on a daily basis."

With personalized stores for different consumers and the promotion of coffee culture as the foundation, Starbucks 'approach may be useful for other companies to learn from at the level of enhancing consumer loyalty.

"From the point system of the membership group five years ago, I started to try some gift cards for social brands that have been done now, and have been to the electronic payment platform." Starbucks has been trying, for example, how to make the point card 'live' up, so that consumers only enjoy the process of consumption; on the APP platform, also use electronic gifts to give way, so that consumers feel warm, we launched by young people after the pursuit, sales have been rising in a straight line."

Overall, Starbucks is a "people-oriented" study of consumer behavior, Starbucks has a tradition that every employee must do free community service every year. The global president told us: Starbucks is not a coffee company, this company is a company of one person, is a company in the management of people, the connection of people, and the care of people.

Source: This article is based on the speech of Li Tao, Vice President of Development of Starbucks (China), at the "2017 China Shopping Center and Experience Consumption Summit" hosted by CCFA.