Starbucks China's latest plan! My partner needs a raise!

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On Sept. 14, Starbucks China released its strategic vision for China 2025. The plan mentions that the company will accelerate its development through six major growth engines in the next three years. At the same time, increase the number of stores and speed up the layout of green stores.

At the same time, Starbucks will make great efforts to enjoy coffee and go out, upgrade its digital membership system, speed up the local research and development of new coffee products, and raise the salary of its employees.

It is expected that by 2025, the total number of Starbucks stores in China will reach 9000, with 35000 new employees and 95000 employees, doubling net income and quadrupling operating profit.

Since Starbucks opened its first store in Beijing in January 1999, Starbucks China has reached 5600 + stores.

The number of Starbucks stores in mainland China has increased nearly tenfold in the past decade and will reach 6000 by the end of 2022. It is now planned that by 2025, the number of stores in China will reach 9000, an increase of 3000, or an average of one new store every nine hours.

Starbucks should use digital capabilities to optimize the layout of stores and create the right store types around customers' lifestyle.

Zhenxuan stores will continue to undertake the mission of continuously improving the coffee experience, while all core stores will strive to be part of the community to provide a convenient and human Starbucks experience.

In the layout of green stores, it is expected that about 2500 green stores will be opened across the country by 2025. Last year, Starbucks officially opened to Green Workshop, one of the greenest Starbucks stores in the world in Taiguri, Qiantan, Shanghai.

As Starbucks' first environmental protection experimental store in the world, it practices Starbucks' cutting-edge environmental protection innovation and explores a new recyclable green retail model in all aspects. Its opening marks a new stage for Starbucks and the official launch of Starbucks'"green store" certification system in China. " After that, Starbucks green stores have also opened in Beijing, Shanghai, Shenzhen, Hangzhou, Suzhou and other places.

Every certified green store will promote a greener and recyclable lifestyle and actively invite customers to join us to go green every day.

Starbucks "green store" certification system is jointly developed by Starbucks and authoritative organizations. Starbucks green stores need to pass the eight standards of the certification system. Through this series of positive measures to improve the energy efficiency of stores, compared with ordinary Starbucks stores of the same size, it is expected to reduce carbon emissions by about 10.57 tons and water consumption by about 301.7 tons per year.

At the exchange meeting, Starbucks China Chairman Wang Jingying made no secret of his confidence in the future growth of Starbucks China. "Starbucks China is more resilient after striving to overcome the challenges brought by the epidemic."

Our confidence in the Chinese market is long-term and firm, and the 2025 China strategic vision announced this time will enable us to embrace new development opportunities more deeply and always lead the coffee industry forward. "

However, there are many chain coffee brands with a large share in the Chinese market, such as Luckin Coffee, COSTA Coffee, Manner Coffee and so on. According to Luckin Coffee's financial results for the second quarter of 2022, the gap between Lucky and Starbucks is narrowing.

According to data, as of the first half of this year, the number of lucky stores in China has reached 7195, more than 1000 more than Starbucks. In terms of the number of stores, Ruixing is already the largest coffee chain in China. Will it put pressure on Starbucks' future development that it has surpassed Starbucks to become the chain coffee brand with the largest number of stores in China?

It is also mentioned in the plan that it will make full use of the growth opportunities brought about by the digital platform to continue to develop dedicated satellite delivery business. It is expected that by 2025, the sales volume of the delivery business will be more than twice the current performance. At present, there are more than 5000 exclusive takeout riders every day, and it takes an average of only 19 minutes to deliver Starbucks coffee to customers outside the store.

In addition, Starbucks China also said that the Starbucks Coffee Creative Park, with an investment of about 1.1 billion yuan (US $156 million), will be officially completed and put into production in the summer of 2023, when Starbucks China will complete the localization coverage of the whole coffee industry chain. It has the largest coffee roaster outside the US market and Starbucks' greenest coffee roaster in the world.

Wang Jingying said, "in the future, we are ready to embrace broader opportunities with all the partners of the Starbucks family to create the next colorful chapter in Starbucks China."

Photo Source: Internet