Starbucks' first store in Hainan will open in Sanya this month to create a local style.

The reporter learned from the Commerce Department of Hainan Province that Starbucks, the world's largest coffee chain, will officially settle in Sanya this month. As the most important tourist city in Hainan, Sanya has become an important city for Starbucks to enter the mainland of China in 2012. Starbucks will open stores in several locations in Haikou next. What exactly attracted Starbucks to Hainan? What unique coffee experiences will Starbucks bring to Hainan residents after entering Hainan? Especially for Hainan, which has geographical advantages, resource advantages and processing advantages of coffee, what impact will it have? The reporter conducted an interview on this.

Starbucks coffee cup series with Sanya characteristics

Hainan's good investment environment attracts Starbucks to enter Hainan

As a globally recognized coffee brand, Starbucks has opened more than 700 coffee chain stores in China. What attracted Starbucks to Hainan? Shi Dongwei, vice president of Starbucks China, mentioned at this year's Boao Forum for Asia that Starbucks will carefully consider factors such as urban development planning, location of important business districts and consumer demand every time it enters a new city. Hainan, as one of the most famous tourism provinces in China, has experienced rapid economic development in recent years. The good investment environment and tourism environment have spawned a large number of consumers who pursue coffee culture and high-quality life, which gives Starbucks great confidence in entering Hainan.

It is reported that Starbucks Sanya's first store, Baihua Valley Store, will officially open this month. After Starbucks enters Hainan market, it will provide consumers with the best quality products in strict accordance with global unified standards, and timely develop new varieties suitable for Hainan consumers 'tastes and habits. In terms of store design, more local elements will be gradually integrated according to Hainan characteristics in the future, such as Qianmen Store in Beijing, Kuanzixiangzi Store in Chengdu, Fuzhou Sanfang Qixiang Store, etc., all of which bring unique Starbucks store experience to customers with rich local characteristics.

Starbucks Coffee Company was founded in Seattle in 1971 and is currently the world's premier specialty coffee roaster and retailer. To date, 18000 coffee shops have opened in 58 countries worldwide. Starbucks opened its first store in the mainland of China at the China International Trade Center in Beijing in January 1999. Over the years, Chinese consumers have increasingly recognized and appreciated high-quality coffee and Starbucks experiences, and the number of Starbucks stores across China has grown steadily. For Starbucks, China is Starbucks '"second home market," and its presence in Hainan also shows Starbucks' determination to "achieve 1500 stores in the mainland of China by 2015."

All kinds of products with Chinese characteristics will enter Starbucks Hainan store

What unique coffee experiences will Starbucks bring to Hainan residents after entering Hainan? Starbucks will continue to adhere to its traditions and characteristics in Hainan, offering world-class coffee and quality food to customers. As a leader in popularizing coffee knowledge and coffee expertise, Starbucks will also create a good coffee culture atmosphere in Hainan, a tea drinking society with a tradition of "Dad Tea". Crucially, Starbucks stores have an atmosphere similar to a traditional Chinese teahouse, a place for small gatherings, a public living room where you can chat with friends and family, which can resonate with consumers.

From a simple drink to a complex cultural phenomenon, coffee has gradually become synonymous with fashion, relaxation and freedom. Careful citizens will find that Hainan, which is famous for drinking father's tea, has mushroomed in recent years. However, the reporter's visit found that traditional cafes are full of people, smokers are rampant, and the consumption environment is very unsatisfactory. For modern people who yearn for relaxation and decompression, finding a cafe that makes people feel peaceful and warm is undoubtedly a spiritual enjoyment. The arrival of Starbucks has undoubtedly filled this gap in Hainan coffee market.

In terms of customer experience, Starbucks 'retail products include more than 30 top coffee beans from around the world, handmade espresso coffee and a variety of coffee hot and cold drinks, fresh and delicious pastries, as well as a wide variety of coffee machines, city coffee cups with local characteristics and other commodities. After entering the Chinese market, Starbucks has launched a variety of beverages, foods and commodities with Chinese characteristics that are popular with Chinese consumers, including Starbucks moon cakes, Chinese Starbucks tea, mango chicken rolls, tofu vegetable rolls, and zodiac piggy banks and accompanying cups specially designed for Chinese Spring Festival and Mid-Autumn Festival, which will be brought to Hainan stores.

Starbucks brand awareness wins market Hainan local coffee industry faces challenges

The opening of Starbucks Sanya means that the global coffee leader officially enters the local coffee market. In this regard, industry insiders gave their views: Although the quality of many coffee brands in Hainan is no less than that of international brands, few enterprises can make consumers "think of coffee, Starbucks" in terms of popularity and brand image building. The main reason is that most coffee enterprises in Hainan are state-owned farm transformation or county-level small enterprises, lacking market awareness and brand awareness, making it difficult for them to cross the island and enter the mainland market, let alone become bigger and stronger in the domestic and international markets. How to cultivate an international brand is a difficult problem that Hainan local coffee enterprises have always faced. Starbucks 'entry may provide experience for local coffee enterprises to succeed.

Shi Dongwei believes that Starbucks 'advantages lie in: using the best quality coffee, Starbucks only selects the world's top 3% Arabica coffee beans, with the most unique roasting method, to maximize the mellow fragrance of each coffee bean; the best quality service, Starbucks partners professional, warm and dedicated, so that each customer can feel the most personalized intimate service; The highest quality customer experience, every customer who walks into Starbucks can feel the unique Starbucks experience brought by Starbucks "Third Space".

"Starbucks 'successful entry into Hainan not only means that citizens can taste pure coffee in the future, but also an affirmation of Hainan's consumption level and investment environment." The relevant responsible person of the Department of Commerce of Hainan Province said that Starbucks, as the leader of coffee industry and the leader of modern lifestyle, settled in Hainan in line with the development direction of Hainan tourism province and will be favored by local consumers and tourists. In the future, with the continuous improvement of Hainan's economic level and investment environment, more and more global first-tier brands will gradually settle in Hainan.

(Editor: Leo)