What coffee tastes best when you go to Starbucks? what kinds of coffee are suitable for girls at Starbucks?

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Non-tea, non-coffee, more emphasis on breakthrough and integration

At the Spring Beverage Summit held in Jiamen on April 1, more than a dozen industry guests at the scene all mentioned a point of view: coffee and tea are exploring each other's boundaries and moving towards integration.

In the recent new products of Xi Tea and Nai Xue Tea, fresh-cut fruits such as lemon are added to coffee and coffee is added to pearl milk tea. Tea and coffee are unfettered and creative.

When exploring Shanghai's popular independent cafes or chains of boutique coffee brands, we also found that those profitable stores are offering drinks that combine coffee with fruit, tea, wine and so on.

Breaking through the boundary, drinks are doing creativity.

It has long been foreseen that mash-ups and cross-border categories are becoming a new trend in the beverage industry. Starbucks'"play Ice tune" series is a further enlargement of this idea, making a breakthrough in the research and development of the world's three major beverages-tea, coffee and wine. Don't pay attention to who is the base, just to play with your sense of taste and make a good drink.

To a large extent, this kind of R & D thinking will become a new trend in the beverage industry this summer. It is understood that the media meeting has just ended, the research and development of a number of brands have begun to follow this product direction.

Low in calories, low in sugar, more delicious and healthy.

The quality of beverage raw materials is upgrading, but the worries brought by sugar and fat to consumers are always difficult to dispel.

In Starbucks' new "play ice tune" series, health is taken into account. All 8 products do not add chemical synthetic pigments and sweeteners, or are low in calories and sugar, or do not contain caffeine, or are rich in vitamin C and light and zero fat, and there are 4 products that do not contain caffeine.

The development of healthy route

On the basis of taking into account the taste, it presents a friendly attitude to fitness people and caffeine sensitive people. Health has always been the direction pursued by the beverage industry.

In China for China, closer to local consumers

Last year, Yang Qi, senior director of quality management at Starbucks China, shared a Starbucks posture: for China.

He said that Starbucks has been deeply cultivated in China for 20 years, and the Chinese market is a market where Starbucks continues to commit, invest and develop now and in the future.

This is also reflected in the "play ice tune" series of products, from the early consumer insight into product research and development, 8 new products are all independently created by Starbucks China team, first launched in the domestic market, can better meet the current young consumers' pursuit of good appearance and freshness of drinks.

Combined with the market positioning of the brand to meet the taste and spiritual needs of the target population, this is a new inspiration provided by Starbucks in product research and development.

Insight into the target customer group for research and development

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The opening and opening of Starbucks

Finally, Starbucks has once again demonstrated its position and strength in the fast-growing Chinese beverage market.

The rapid development of new tea represented by Xi Cha Nai Xue Tea is evoking the tea memory of Chinese consumers and providing a new choice of the same quality in addition to coffee. The rapid development of boutique coffee is also gradually unveiling the mystery of Starbucks and grabbing the consumer market.

The Teavana product line hit a brick wall in foreign markets, making people suspect that Starbucks will always be tied to the coffee label. Fortunately, at least from this new product point of view, Starbucks is a more open attitude, open research and development ideas and category boundaries, a higher-dimensional extension of exploration.

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