The top ten coffee chains that influence the world are in China.

The top ten coffee chains that influence the world are in China.

(Xuan Yu / tr. by Phil Newell)

Since 1999, some international coffee chains, which are regarded as rebels but never lack of ambition, have broken through the shackles and set an example for China's coffee chains. Starbucks has opened more than 430 stores in Greater China, including Hong Kong, Taiwan and Macau, of which about 200 are on the mainland. Canada's Baiyi has also opened 60 stores in China. By the end of 2007, the top ten coffee chains in the world have landed in the Chinese market, but their journey in China is stumbling, trying, failing, successful and brilliant. It all indicates that there may be a misunderstanding in the desire to invest in the Chinese coffee market, and "going to China to make money" is by no means as easy as imagined.

For the growing Chinese coffee market, it is a bright prospect for international brand chains. They can also make use of their advantages in China to make wonderful performances on the international stage. There are also international chain enterprises that bring their experience to other new markets, and then combine their own advantages to promote their development in China. China has a wide market, but lacks innovative business models and marketing. International chain enterprises need industrial upgrading to form new growth points, while China needs to break through the troubles of growth. This situation shows the possibility of complementarity between China and international chain giants.

For Chinese enterprises, this kind of communication and learning never lacks practical significance. International coffee giants take the lead in the global market. They are good at precision management, cost actuarial and operation mode, and guide the blueprint for Chinese chain enterprises. Their breakthroughs in brand, marketing and innovation also enlighten mainland enterprises in many aspects.

In this context, CCU (china coffee union) Cafe Industry Alliance specially planned this topic, hoping to enlighten readers who want to understand the international coffee chain market and how to internationalize their brands. In these seemingly simple descriptions, it is not difficult to imagine how difficult they have been. What has not been made clear to the readers is that there are hidden business adventures.

1. Starbucks (Starbucks, Charlotte, USA, founded in 1971)

Founded in 1971, Starbucks Coffee is the world's leading retailer, roaster and brand owner of specialty coffee. Its retail products include more than 30 of the world's top coffee beans, hand-made espresso and a variety of hot and cold coffee drinks, fresh and delicious pastry foods, as well as a variety of coffee machines, coffee cups and other goods. In addition, the company produces and sells bottled cappuccino coffee drinks, iced double espresso and ice cream with joint venture partners, and produces and sells Starbucks coffee and cream liqueur in convenient places outside retail stores through marketing and distribution agreements. and continue to expand Taishu tea, Starbucks music CDs and other new products and brands.

Starbucks is optimistic about the great potential of the Chinese market and is determined to develop in China for a long time and grow together with the Chinese economy. Since entering China in 1999, Starbucks has opened more than 430 stores in Hong Kong, Taiwan and Macau, of which about 200 are in the mainland. At present, Starbucks is actively expanding the second-tier market in the mainland and is committed to making China Starbucks' largest international market outside the United States in the near future. In addition, the company adheres to the consistent global cultural tradition, actively integrates into Chinese local communities and culture, and is a responsible Chinese corporate citizen.

At the end of 2005, Starbucks established its Greater China headquarters in Shanghai, which is mainly responsible for the strategic development, market development and operation of Starbucks Greater China.

two。 Luo Duolun (Doutor, Hirodo Niwa, Japan, 1962)

DOUTOR, which developed after Japan's economic collapse, was founded in 1962 by Hirodo Bird and now has 1222 chain stores, attracting elderly Japanese. At first, it was just a coffee processing business. In 1980, Japan's first self-service coffee shop chain was founded in Tokyo. After World War II, Japan's economy is in a recession, people do not have a strong spending power, coffee is a luxury in Japan.

Kind of high-end consumption. At that time, drinking a cup of coffee was at least 300 to 500 yen, and the per capita consumption reached 1000 to 2000 yen. Therefore, patronizing the coffee shop has become a symbol of status and status. In order to make more consumers drink mellow and delicious coffee in a relaxed and lively environment. So in the store to create a relaxed and leisure atmosphere, while advocating "for people's relaxation and vitality" to implement low-price strategy. A cup of coffee in Rodorun costs only about 200 yen, and with snacks, the per capita consumption is no more than 300 yen, which is several times the price of other cafes at that time. This change of Luo Doren has brought about obvious changes in people's lives, not only cheaper coffee, lower consumption, but also a better environment, thus changing the way people drink coffee, that is, changing people's consumption way of life. DOUTOR has developed rapidly to become the number one brand chain coffee shop in Japan. However, since 1996, Rodoran's supremacy in Japan has been challenged. This challenge comes from a round of Starbucks craze sweeping the world.

After Starbucks landed in Japan, it quickly found that it was based on a high-quality lifestyle dominated by white-collar workers and students, and innovated and implemented a differentiated consumption strategy from the aspects of music style, price, coffee quantity, paper cups and anti-smoking. It not only provides consumers with a new consumption atmosphere, but also succeeds in changing and optimizing their lifestyle, but also defeats the old Japanese coffee Rodolun. Luo Doran's defeat in Japan led him to give up his expansion in China and open only a few sporadic stores in Taiwan.

3. Make Bao (Tchibo, Germany, 1949)

Tchibo, headquartered in Germany, claims to be the fifth largest coffee seller in the world. The company's logo is golden coffee beans with a blue background. International Brand Information of the Ten most famous Coffee shops in the World

German maker Bao sells a variety of consumer goods as well as coffee. What most cafes sell is predictable:

In addition to latte (latte), you can also order an Italian biscuit or a piece of cake ── and possibly a CD record. But in the more than 1200 treasure cafes scattered across Europe, you can always buy something new from waiters, such as a telescope, mobile phone or cordless drill, ──.

Diebao shows the rigor of the Germans in China. They do not expand blindly like other enterprises, but choose office buildings and commercial squares to do market pilot and research.

4. Costa (Costa, UK, 1978)

COSTA is an English coffee magnate.

According to YouGov's annual survey of more than 500000 people in the British Isles, up to 90% of consumers name COSTA as their favorite coffee shop brand. Over the past year, COSTA has opened an average of one store every four days in the UK, faster than any local coffee chain. At present, COSTA has been making more profits than all its competitors in the UK for five years. All this makes WHITBREAD, the parent company of COSTA, full of pride and confidence to provide financial support to carry out COSTA's global expansion plan. The target is 2010, and the number of stores worldwide will exceed 1000. COSTA expects to open at least 300 stores in China in the next few years. On the other hand, a good judgment of the potential market in the future will make the number of stores far exceed this number.

COSTA Coffee was founded in 1971 by Italian brothers Sergio Costa and Bruno Costa in London, England. Italian passion and dedication to authentic high-quality Italian coffee has been perfectly reflected in this brand. In order to ensure the quality of coffee, they personally control the whole process of coffee production, from bean selection to manual brewing. And this demanding spirit of perfection has been preserved from the beginning of COSTA to this day.

The unique coffee formula, the special slow-roasting technology of Italian coffee beans and the baristas who know how to make coffee by hand are the secrets of COSTA's popularity in Britain. COSTA's Italian qualified baker selects and buys raw beans and bakes them to perfection. The roaster stressed that a total of 27 processes in COSTA are different from other coffee producers. Aware of the importance of skills and passion for traditional Italian coffee, COSTA has invested in a professional barista school in Shanghai and is inheriting Italian passion for its development in China. COSTA now has more than 20 stores in Shanghai.

5. Second Cup (Second Cup, Canada, 1975)

Second Cup is recognized as one of the largest professional coffee chains in the world.

Second Cup is headquartered in Canada, the second largest retail coffee market in the world, and is the largest professional retail coffee company in Canada. The company has 382 retail stores throughout Canada, providing more than 80 million consumers with coffee and products unique to Second Cup each year, with annual revenue of more than $130 million.

In the super-competitive Canadian market, Second Cup continues to beat Starbucks and other major brands in terms of market share, brand awareness and consumer loyalty. In the past five years, Second Cup has announced that it has 31-33% of the Canadian market, surpassing Starbucks'24-29% market share-making Canada the only Starbucks country to dominate the international market. Second Cup's leadership position has been established through 25 years of continuous provision of "and to coffee enjoyment" to Canadian consumers. While providing delicious coffee to consumers, the company pays more attention to excellent service and a comfortable and pleasant environment. It is the company's core competitiveness-that is, a special retail model and rich franchise experience-that enables the company and its franchisees to surpass the major competitors at different levels of Starbucks and the industry.

In addition, the company provides franchise partners with industry-leading training, value-added corporate and employee support, world-leading operating systems, and a range of modern marketing and community programs.

In 2002, Second Cup won Canada's Retail Marketing of the Year award, scored higher than Starbucks on consumer value and trust criteria in independent research, and was named Canada's "Most Popular Coffee Shop" in multiple national readings. And they failed several times in China to attract investment.

6. Diedrich (USA, 1983)

In 1916, Charlotte Diedrich inherited a coffee plantation in Costa Rica and continued to run the coffee business until Martin Diedrich founded the first coffee shop in 1983. Today, Diedrich Coffee is the second largest coffee retailer in the United States.

Diedrich is, after all, a coffee shop that mainly grows coffee, so he is very particular about the quality of coffee. In the market competition, Dage also attracts more customers through types.

7 Baiyi

In 1992, Baiyi opened its first store on Robson Street, the busiest shopping street in Canada. so far, it has more than 300 stores in North America and Asia, making it one of the most popular coffee chains in Canada. In terms of coffee production, Baiyi pursues the production concept of the extreme quality of "BEING BETTER,NOT BIGGER" coffee; in terms of store design, Baiyi is unique, combining classic and fashion ideas, and the design of its New York store is based on a unique plant concept and creativity, which has won high praise in the reviews of American professional magazines known for their picky eyes. Baiyi also topped the list with 73% of the votes cast in 2001, making it a brilliant achievement unmatched by other competitors.

Baiyi company is headquartered in the scenic center of Vancouver, Canada. the company has more than ten years of experience in operating and managing coffee chain stores. Its franchise stores are all over the seaside, libraries, high-end hotels, tourist attractions and prosperous intersections in Vancouver. Baiyi's brand logo has become a famous scenic spot in Vancouver and even Canada, and a window of Canadian humanities and customs. Because of its perfect management system and attractive brand effect, Baiyi has been booming for many years, and has been rated as the best service brand by Canadian catering industry and consumers many times. at the same time, it is also favored by Canadian newspapers, magazines, radio and television and other news media. At present, Baiyi has become one of the most attractive famous enterprises in North America, especially in Canada, showing great vitality in brand development.

Compared with Starbucks, Baiyi believes that its chain business model is more in line with China's national conditions and will buy them more time. To become a member of Baiyi Coffee franchise system, you can get professional support in marketing, operation, training, store location, promotion and financial management. This series of service standards for franchisees and Baiyi's scientific testing and selection system are integrated, which has become a sharp weapon for its rapid expansion in China.

8. McCoffee (McDonald's) (McCafe, USA, 1993)

McCafe, which was born in Australia in 1993, mainly deals in all kinds of coffee and unique European snacks. After more than seven years of development, McCoffee has established more than 300 chain restaurants around the world and become a member of the McDonald's family with a unique taste of stroke. In Greater China, the first city to introduce McCoffee is Hong Kong. at present, there are three stores in Central, Tsim Sha Tsui and other places. McCoffee, which opened in Beijing's Oriental Square in 2001, has also attracted a lot of attention.

McDonald's announced on January 7, 2008 that it will set up cafes in about 14000 McDonald's restaurants across the United States, offering specialty coffee such as cappuccino, latte and mocha, as well as special baristas (Barista) to prepare coffee for customers.

However, the plan will not be fully rolled out in China for the time being. Previously, McDonald's has opened a small number of small cafes, McCafe, in high-end office buildings in Hong Kong, Beijing, Shanghai and Shenzhen, but these cafes are set up separately rather than in McDonald's stores.

9. Family Nandi (Segafredo Zanetti, Italy, 1962)

Segafredo is positioned as pure Italian coffee, specializing in Italian-style coffee and snacks. The grandfather and father of the current president, Massimo Zanetti, both run the raw coffee bean business. Massimo started roasting and selling coffee beans 35 years ago. Segafredo Zanetti Espresso became synonymous with Italian coffee when the first coffee bar was established in Paris in April 1988. The essence of Segafredo Zanetti Espresso is the strong responsibility to the market and the demand for new customers. Thus it is defined as an attempt to develop an international fashion lifestyle.

The love of coffee has made Segafredo Zanetti a multinational company that can now be found all over the world. In 2002, the company acquired Meira Oy, Finland's second-largest coffee shop, and Puccino's, a British coffee chain with 80 outlets. The essential connotation of Segafredo Zanetti brand is the commitment to the market and customer needs, with international, metropolitan and post-modern taste and style, and has been in continuous development and evolution. At present, Segafredo has 350 outlets in 30 countries, ranking fourth in the world. The company's management has said it will add 1000 stores in the next five years through franchise cooperation and mergers and acquisitions. At the beginning of the third millennium, a new Segafredo Zanetti store opened, and its modern design reflects the evolution of the brand connotation-focusing on our coffee and knowing how to enrich the brand entity with a full range of services and unique products.

Segafredo Zanetti Espress currently has four stores in Shanghai and is still expanding slowly in the form of direct marketing.

10 Xiangfei (Coffee Bean& Tea Leaf, Singapore, 1963)

It's a really good idea to combine coffee and tea. Russell says that diversity is the source of happiness. In the face of a world formed by the merger of tea and coffee, no matter what kind of confluence, offensive and defensive, no matter what kind of filtration, blending and cooking, as long as it is not the same taste. In fact, coffee and tea was written on the menu more than 40 years ago in Southern California, where it never rains. Herbert Hyman and his wife's understanding of and is simply to attend together and make their own efforts. During a tour of Europe, they were shocked by cafes all over Europe. Back home, they founded The Coffee Bean&Tea Leaf--- in 1963, which became the first family-owned coffee shop chain in the United States to sell tea and coffee.

The Hyman couple retired in 1998 and took over the brand by a pair of Singaporean brothers, Victor Sassoon and Sunny Sassoon, who injected it with a more international color. As a Jew, the grandfather of the Sassoon brothers left Baghdad in the 1920s and moved to Jakarta, Indonesia, which was colonized by the Dutch, where he started a family trade. Victor believes that if a professional coffee shop is going to become an international business, then he should be grateful for his background-eclectic and even Singapore's cosmopolitan values.

China Coffee Trading Network: www.gafei.com