Starbucks' success in running a coffee chain is not just about coffee.

Since entering China in 1999, Starbucks has set off an upsurge of drinking coffee. Wherever the trend goes, Starbucks is strong, from Beijing, Tianjin, Shanghai, Chengdu, Guangzhou, Wuhan all the way to Zhengzhou. In the words of Shi Dongwei, vice president of public affairs for Starbucks Greater China, Starbucks successfully boosted the coffee market in China, where tea culture prevails.

There is no doubt that Starbucks' operation in China is successful. However, Starbucks' success is not just about coffee.

A cup of coffee, can sweep dozens of countries and regions in the world, successfully interpreted as a fashion, international symbol, the internal driving force is culture, is the spirit.

Starbucks advocates the purest coffee culture and unique experience, and is committed to creating a warm and comfortable "third space" in addition to the workplace and home. People go after Starbucks, not only coffee, but also sentiment. Mild lights, slow rock music, lazy warmth in the air, a peace of holding coffee and briefly escaping from trouble, are gladly accepted by modern people who are eager to relax and reduce stress. A small coffee bean, because it is endowed with cultural connotation, fission under the baking of the spirit, burst out a strong market appeal.

Starting from coffee, Starbucks has developed related industrial chains, including instant coffee, coffee brewing equipment, water cups, music, books and so on. Whenever he opens a store, Starbucks will develop the City Cup, which can represent the spirit of the city, which has become his own cultural symbol. Starbucks also has philanthropy in its culture. Wherever it goes, Starbucks donates one to three days' turnover; it is committed to environmental protection and creates a responsible corporate image.

However, the deeper factor of Starbucks culture is still people. People are the core and soul of Starbucks. At Starbucks, employees are called partners and can enjoy "coffee bean stocks" and good benefits such as insurance and medical care, which fosters employees' strong corporate loyalty, which in turn makes them faithful practitioners and disseminators of Starbucks culture.

Start with coffee, not simply make coffee. The popularity of Starbucks is really worth thinking deeply about grinding a small coffee bean so legendary and roasting a seemingly ordinary cup of coffee to such a temperature.