Starbucks Store Location Switch to Vegetable Market?! Is it feasible to open a coffee shop in a traditional market?

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An analysis by Credit Suisse last year showed that Starbucks was an "affordable luxury" compared with other coffee brands / chains.

Over the years, Starbucks brand positioning, store location, product pricing, have made many consumers feel a sense of distance, but also because it is mainly located in commercial areas, Starbucks has given mass consumers an invisible sense of hierarchy.

However, with the economic changes and the implementation of various policies in recent years, Starbucks in various regions of the world have also changed their strategies. Compared with the customer groups in commercial locations, the customers in the community have become the focus of Starbucks today. There is no place in the community with a large flow of people than around the vegetable market. Recently, in a newly opened vegetable market in Minhang District of Shanghai, in order to effectively realize the "one-stop" shopping experience for residents, convenient merchants such as drugstores, convenience stores and breakfast stores were introduced at the entrance of the market, among which Starbucks surprised many netizens.

In order to make community consumers pay more attention, many coffee brands have paid attention to the side of the market and the market, and Starbucks is no exception. In fact, in recent years, a number of Starbucks sites in China will be opened near the main food markets in the region, usually surrounded by residential areas, whether on the way to work or on the way to the market to buy food, can pass through the location. In addition to domestic, foreign Starbucks has also begun to switch to the vegetable market. Recently, a Starbucks in South Korea opened in Seoul's traditional comprehensive trade market with a long history.

There is a theater in the market that has been abandoned for years, so Starbucks rented it and turned it into a characteristic store full of sentimental stories.

The impact of traditional scenes and modern coffee shops not only makes consumers improve the brand positioning of Starbucks, but also gives traditional markets more opportunities for development, but also allows more young people to have a new understanding of traditional business areas. Is the vegetable market really a good place to sell coffee? Perhaps many people have the impression that the sanitary condition of the vegetable market is not very good. The stagnant water on the ground, the environment is full of peculiar smell, etc.

The problems exposed by the traditional vegetable market have attracted attention. In the supervision and arrangement of the relevant departments, the environment of most markets has been greatly improved. Both inside and around the market, the environment is clean and tidy, and there are clear functional zones. The floor is also very clean and dry.

In addition, the stalls in order to retain more customers, supporting services can be done very well. No matter whether they buy vegetables or meat, most merchants can provide processing services. for the younger generation, who generally find it troublesome to deal with knives, but also pay attention to health, is this not as good as taking out incense? So many young people went back to the vegetable market. In fact, the flow of people in the vegetable market is not low, or even very high. People of different ages come and go every day, even if they do not spend, but because of the "incompatible" cooperation between the two, many people can not help but share with their relatives and friends, so as to achieve a publicity effect.

In fact, opening a coffee shop in the vegetable market is nothing new, but the bad impression caused by the environment of most traditional vegetable markets over the years makes people feel that it is somewhat inappropriate to open a coffee shop in the vegetable market. But in fact, in foreign countries, coffee shops like to open in / around the traditional market, after all, the flow of people is really high. Starbucks' first store opened in Parker Market, the oldest farmers' market in the United States. If you want a coffee brand to get traffic and attention quickly, being close to the people is the first thing to do.

Selling coffee in the vegetable market is really not a strange thing. Many people think that it is not practical to sell coffee in the vegetable market. One is the environmental problem, and the other is that people who go to the vegetable market do not seem to consume coffee, so they ignore this business model. But the advantage of opening a shop in the vegetable market is that the rent is cheap and the flow of people is large. Although coffee is not a rigid demand, for some customers, selling coffee is just a convenient thing, and if the "easy" customers are really satisfied with the product at first, it will be a stable regular customer.

After all, the guest must live nearby and must often go to the same vegetable market. As long as the pricing of the products in the store is reasonable, the quality of the products is stable, and customers have great opportunities for repurchase. Not everyone has extreme requirements for the flavor of coffee, so the stability of product quality is the key to retain guests.

It is not necessarily that the people who come to the market will not be coffee consumers, but more because the pricing of coffee dissuades people. On the other hand, the price of being close to the people can give curious but unwilling to drink coffee a chance to get in touch with coffee, which in itself is a good thing. Only when more mass consumers have a demand for coffee, will there be more room for development and innovation in the coffee market. Photo Source: Internet