Break through 6000! Starbucks creates "Shanghai Coffee" to pay homage to the world's first "Thousand Store City"

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On Sept. 27, Weibo announced the opening of its 1000th store in Libao Plaza, Huaihai Road, Shanghai, and the 6000th store in mainland China. With the opening of the store, Shanghai Starbucks will continue to lead the world in the number of Starbucks stores, becoming the first city in the world with more than 1000 Starbucks stores.

This significant store is also the 6000th Starbucks store in mainland China as a certified green store, carrying more Starbucks' thinking and exploration of the future third space. It has a comprehensive application of leading sustainable retail and digital operation solutions.

At the time of the opening of the 6000th store, Starbucks, together with IP SHANGHAI, launched the first city-themed limited drink, Shanghai Coffee, which went on sale throughout the city on September 28th. It is reported that the creation of "Shanghai Coffee" is inspired by the compatible Shanghai culture of China and the West, and blends with the graceful taste of Shanghai Coffee.

The first taste is a thick layer of the first generation of "flow" malt cream that once swept Shanghai Bund slowly melted in the mouth. For the second taste, scotch, which combines the aroma of butter and baked caramel, whips the foam across the tip of the tongue. The third sip, refined and concentrated, injected a unique flavor and soul into this cup of Shanghai coffee.

It is understood that the store to "return to the original mind, facing the future" as the design concept, the style is light and lively, bringing customers a new and familiar warm space feeling. Walking into the store, the works of art with recycled green aprons as canvases are the most eye-catching, and Starbucks' iconic mermaid double-tailed posture stretches gracefully.

As we approach and explore, rich stories and details unfold one by one, tracing back to the beauty of Starbucks along the way. The store also has a huge "cup wall". Under the clever layout of the designer, it is like a mini city cup museum, each city cup is full of memories, like carrying the footprints of Starbucks.

In the past decade, the number of Starbucks stores in mainland China has increased nearly tenfold, making the Chinese market the second largest market after the United States. According to the report of Shanghai Coffee Culture week in 2022, Shanghai has nearly 8000 cafes, ranking first in the world in total, with 1000 Starbucks stores out of 8000 stores.

At the same time, market monitoring data show that about 20 overseas well-known coffee brands, such as Tim Hortons of Canada, LAVAZZA coffee of Italy and "Pi Ye" coffee and blue bottle coffee of the United States, are also competing to take Shanghai as the first choice for landing. Starbucks China's first store is located in Shanghai, and now Starbucks China is back to the place where it started in Shanghai.

At the recent global investor exchange meeting, Starbucks put forward the "China Strategic Vision 2025": in the next three years, Starbucks will open a new store every nine hours, covering 3000 cities in China.

By 2025, the total number of Starbucks stores in China will reach 9000, with 35000 new employees and more than 95000 employees, doubling net income and quadrupling operating profit. This is a shocking target for many people, with 3000 stores in three years, which is a rather "radical" goal.

We should know that today's coffee market is very competitive. At present, it seems that the coffee market has been divided into three echelons. The first echelon is the "national team" represented by Starbucks, Lucky, Manner and other well-known chain coffee chains, and the second echelon is the "local team" composed of these regional chain brands; and the second echelon is the "individual players" scattered in the streets and fighting alone.

The number of lucky stores, also in the first echelon, has already reached 7,000 + stores, catching up with Starbucks. According to the Starbucks menu, there are 84 drinks on sale, including coffee and ice cream, of which only 9 cost less than 30 yuan, and 75 products cost more than 30 yuan, accounting for 89 percent.

In contrast, other brands are much more close to the people in terms of price. Lucky is mainly concentrated in the 20-yuan price band, with an average Manner of 20 yuan per cup. The second and third echelons are almost the same, and most of the coffee offered by tea brands is no more than 20 yuan.

With the sinking of the market, the tea industry, which is similar to coffee, has always focused on high-end Naixue and Xi tea, and so on. In the first half of this year, it also aimed at the terminal market of less than 20 yuan, and successively lowered the prices of its products. And said that there will be no new drinks at the beginning of the three words.

In addition, at present, the layout of Starbucks stores in first-and second-tier cities is relatively complete, and the market saturation is relatively high. Opening another 3000 stores means further sinking, but can the spending power of the sinking market support Starbucks prices? do you need a question mark?

Starbucks China says it hopes to meet consumers' coffee needs in all life scenarios as much as possible in the next three years. By 2025, the current 2500 'Starbucks Coffee Service' sites covering office buildings, hotels and other places will double to 5000.

"along the way, Starbucks cherishes the close ties established with every customer, and will continue to upgrade product and experience innovation, meet and exceed customer expectations, and win more customer support every day." Starbucks China CEO Cai Deyi said.

Photo Source: Internet