Starbucks is in the luxury coffee market, and its shares are up 50% this year.

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Now the metropolitan coffee market seems crowded, but chain stores still open one after another. they open experience and compare quality, fighting for a luxury coffee market in order to break through the profit bottleneck with high unit price coffee. Although Starbucks, the world leader of coffee, is under attack by local brands in Taiwan, compared with few items whose prices are not pro-popular, Starbucks around the world did not sit back and wait for death. As early as five years ago, Starbucks launched a transformation plan to attack the top experience of Disney in the coffee market, and the stock price has soared 50% this year under the effective policy.

In 2014, Starbucks opened a 1393-square-meter luxury experience store in Seattle called Roastery&Tasting Room, which sells rare concepts such as a cup of the world's rarest coffee beans that are soaked by coffee staff at a price of up to $10 each. Baristas also lead customers on a similar small coffee tasting tour. Howard Schultz, chief executive of Starbucks at the time, described the store's concept as "a magic carpet of coffee, drama and romance" and some commentators called it a Disneyland of coffee.

Roastery itself is a tourist attraction and a fully sensory coffee environment, and Starbucks has partnered with famous Italian chefs to open Princi, a bakery. Starbucks also uses Roastery as a conduit for testing design concepts and menu items. At the beginning of the store's opening in 2014, the market questioned the market acceptance of this high unit price coffee, and now it seems that the acceptance of customers is higher than expected.

After the first store in Seattle, Roastery now has six stores around the world, including Seattle, Shanghai, Milan, New York and Tokyo. The latest branch is located in Chicago, which claims to surpass Tokyo and covers an area of 1200 ping on four floors. It is the largest Roastery in the world and is expected to open on November 15th. When the first store opened in Seattle in 2014, Wall Street analysts were optimistic about Starbucks' reform strategy, believing that the concept of Roastery and the improved mobile payment strategy would soon be reflected in financial results. Morningstar analyst RJ Hottovy is also optimistic about Starbucks' high-priced route, believing that Starbucks will become a more luxurious brand.

Shares of Starbucks CEO Kevin Johnson have risen nearly 64% since he took over in April 2017, and the growth of mobile app users has been the driving force behind Starbucks' growth. When he was asked whether Starbucks had become a technology company when he opened a store in Chicago, he mentioned that the combination of millennials and technology were two major transformative elements of modern retailing, and creating experience became the focus of retail.

For these reasons, Starbucks must develop digital customer relationships to attract young customers, he said. And they also recognize that technological developments have increased opportunities for telecommuting, and that more and more people are choosing to work from home, attracting them to brick-and-mortar stores is becoming more important than ever before.

Starbucks plans to open 1, 000 treasured coffee shops like Roastery in the next few years. Thanks to Starbucks' efforts to set up sites, improve technology, develop new products and expand its incentive program, the results of the third quarter of this year were impressive, with revenue from global coffee shops open for at least a year growing 6 per cent and net sales hitting an all-time high of $6.8 billion. Share prices have risen 50 per cent this year.

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