Why does Starbucks open the largest coffee fantasy park in Shanghai? how many Starbucks in Shanghai?

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A great shock! Taiwan media exposed the inside story of Unification Group selling Shanghai Starbucks! It all comes from ambition.

On December 6, the "Shanghai Bakery", the largest store in the world, officially opened to the public. This is the second and largest store in the world after the first Starbucks Coffee Roasters (Reserve Roastery) opened in Seattle, the birthplace of Starbucks in 2014, covering an area of 2700 square meters, almost twice the size of Seattle stores.

Starbucks officials prefer to describe it as "paradise" and "all-sensory coffee experience", and the hope for the project is self-evident: to change the public's perception of Starbucks as popular and chained. High-end lines of business, including the Bakery, are run by Starbucks Board Chairman Howard. Schultz is directly responsible.

Take a look at this Howard. What Schutz envisioned a "coffee fantasy park" would look like:

A large copper jar engraved with more than 1000 Chinese seals

Coffee "symphonic" tube, coffee beans will make a sound during transportation.

Teavana Tea Bar

Coffee roasting area

AR experience of "online workshop"

Italian high-end manual baking brand Princi

The periphery of Shanghai Map Series

There are ten sights in the workshop: selection bazaar, tasting bar, coffee roasting area, Princi, main bar, coffee symphony tube and bar storage can, coffee library, Chawana, long bar, cold extraction tower.

The two-story space covers a fully open coffee roasting area, where consumers can watch how raw beans become coffee; five bars provide customers with 8 brewing coffee, 20 tea drinks, special drinks, 80 kinds of freshly baked Italian bread; there are also 9 siphon coffee pots for coffee teaching and experience, and of course hundreds of Starbucks.

As Starbucks' first overseas "roaster", Liz Muller, senior vice president of global design and innovation for Starbucks Coffee, continues the habit of using a lot of brass and logs in Seattle, adding Chinese design details. For example, the copper can in the middle of the store has more than 1000 Chinese seals engraved on the surface. It is said that the characters above are related to Starbucks' history and coffee. The light blue and jade Chawana bar is inspired by traditional Chinese ceramic tea sets. The front of the bar is made of recyclable materials and printed continuously with a 3D printer to simulate the shape of traditional Chinese terraces.

Judging from the apparently trained gait and smile of the on-site service staff, "professional service" is also re-emphasized here. Nearly 400 employees selected from stores across the country provide services here, including "black aprons" and 8 "leather aprons", which symbolize superb technology. These are the first batch of trained coffee roasters in Asia. Their job is to operate two giant coffee roasters and adjust the parameters to roast boutique coffee beans with different flavors. A total of 97 "leather aprons" around the world have mastered this technology.

In addition to the sightseeing show, the Bakery has another important function: all the boutique coffee beans baked here will be supplied to all Starbucks stores in China in the future, and more retail stores can get fresh coffee beans. rather than relying entirely on time-consuming import channels. This is really helpful for Starbucks to make coffee taste better in more than 3000 stores in China.

In addition, the positioning and concept of this "bakery" are closer to a popular tourist attraction. The coffee roaster in Seattle, for example, has become one of the top four tourist attractions in Seattle since it opened in 2014.

The Shanghai government's "special approval" for the Starbucks bakery also shows its hope of becoming a "landmark of Shanghai's Jing'an District". Originally, it would have taken at least three years to complete the full process of equipment import, shipment inspection, open-box inspection, installation and debugging, etc., but Starbucks took less than a year, saving at least 70% of time and incalculable costs.

Seattle Bakery

At the opening ceremony on the evening of December 5, except for Howard, who brought a group of Starbucks executives. Shu Zi and Jack Ma, chairman of Alibaba Group, are said to have known each other for many years. At Tmall's flagship store at Starbucks, "Star Dad & his friend's opening ceremony package" is also offered as a selling point. Jack Ma's same package costs 3999 yuan, with a limited edition of 999 sets, and five groups of packages with Schuz and Jack Ma's signatures will also be auctioned.

In addition to online marketing gimmicks, the AR scheme used in the Shanghai Bakery is a collaboration with Alibaba AI Lab. Consumers can evoke the "hidden" online menu query function through Mobile Taobao's scan. Like other current Chinese mainland stores, Alipay is also supported in the store. After completing the order, consumers can continue to browse the bakery, and Alipay App will push food pick-up reminders.

Shanghai is the second stop of Starbucks Zhenxue Bakery, and more stores are already in progress-branches in New York, Milan and Tokyo will open in 2018, while Chicago stores are scheduled to open in 2019. At that time, the store will become the largest and most advanced Starbucks bakery, covering an area of nearly 4000 square meters and a total of four floors.

Schematic diagram of Starbucks' Chicago store

After completing the overspeed expansion of 1000 to 13000 stores in a few years, Starbucks has shown a marked decline in operating quality and performance.

Even Schultz admits that Shanghai has "unlimited expansion, which has led to a dilution of the Starbucks experience".

Starbucks' brand significance in the United States in the 1990s was also a mild luxury, similar to MINI Cooper cars and Kate Spade handbags. But by 2008, many people had the same understanding of Starbucks as McDonald's. " Bryant Simon, a professor of American history, commented on the crisis experienced by Starbucks in his book Everything but the coffee.

After returning to Starbucks in 2008, Schutz closed 600 stores one after another to clean up the business. The development of high-end brands is considered to be the "key" for Schutz to solve the Starbucks crisis again. Starbucks plans to open 20-30 Starbucks selection bakeries around the world.

As the second largest market after Starbucks in the United States, it seems natural for "bakery" to come to China. As for why Shanghai is chosen, it is obvious that there are not only more than 600 Starbucks stores here, but also the fastest growing and most competitive boutique coffee industry in China.

(this article is from Curiosity Daily)

A great shock! Taiwan media exposed the inside story of Unification Group selling Shanghai Starbucks! It all comes from ambition.