Starbucks keeps an eye on the sinking market! Opening a shop in the county seat is a breakthrough.

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The sudden outbreak has plagued the catering industry around the world, even the coffee giant Starbucks. In the face of a sudden shock, Starbucks set its sights on China's sinking market.

Since 2020, Starbucks has decided to slow down its plans to open new stores in the United States, the largest market, and increase the development of the Chinese market. It also said it would open at least 500 new stores in China in fiscal year 2020 (and eventually add 654 in fiscal year 2020) and speed up home delivery services to second-tier cities, which were then only in first-tier cities.

Until this year, Starbucks China plans to open 3000 new stores at an average rate of one store every nine hours by 2025, covering more than 300 cities in China, according to Starbucks China's strategic vision for China 2025.

Liu Wenjuan, chief operating officer of Starbucks China, said recently that nearly 3000 county markets are included in the more than 300 prefecture-level markets, which means Starbucks needs to explore the sinking market more deeply.

See here may have a small partner thinking, the positioning of the price of its products, who will buy? That's what the code clerk thought at first. But later, when I think about going back to my hometown in the past year or two, I can always see that the Starbucks in the town is often full of people, and each person is equipped with a cup of coffee and a piece of cake.

The code clerk observed the situation in the store at different times. In first-and second-tier cities, breakfast and lunch are always the rush hour for Starbucks, but the opposite is true in the county, where people are used to eating breakfast / lunch at traditional restaurants / homes.

However, as soon as lunchtime is over, students will come to the store to study, and young people will invite three or five bosom friends to get together, and after dinnertime, many parents will bring their children to amuse themselves.

Some of my friends also talked to the code clerk that working in my hometown store was busier than when I was in a first-and second-tier city. Some friends said that after three years of opening the store in the county, they gradually felt that they had the habit of drinking coffee and breakfast at Starbucks in the morning, and that there would be a peak period after breakfast, afternoon tea and dinner.

Although the price of the product in these areas will be relatively high, no one seems to think it is expensive, because everyone thinks that the environment of Starbucks is better than that of many small stores, and the prices of many independent coffee shops here are not low, so they all drink coffee, and more people will choose more well-known stores.

"back in my hometown, it was hard to find a coffee shop. Nowadays, although many people come back to open stores, they can't persuade people here to spend money. But Starbucks is different, regardless of age to know the brand, so since the opening of the store, we most often hear is "We can finally drink Starbucks at home!" A little friend shared.

Yes, for things that many big cities are used to, in fact, there are still many consumers waiting to have the same convenience one day. Consumers in these areas have a stronger demand for scenes than urban workers need caffeine.

Compared with the wide distribution of stores in big cities, the distribution of county stores is not many, and the repurchase rate will naturally increase, so stores will have more opportunities to strengthen customer ties.

Liu Wenjuan, chief operating officer of Starbucks, also said: "consumers in the county market will consume more coffee because of their social needs." For Starbucks, which has always been committed to providing customers with the third space, the county market is indeed a way out.

Photo Source: Internet

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